Complete guide to develop a marketing strategy with Facebook 2020 -

We know that Facebook is not new, and we also know that it is essential for all businesses. Many changes have taken place on Facebook since its launch in 2006. Today, the world’s largest social network can do things that many entrepreneurs, marketers and entrepreneurs have always dreamed of doing: 360 video, sale of products via a chatbot…


Best practices of marketing influence

reech_v1How to identify the best influencers? How to structure the partnership? What remuneration should be defined? It is to answer these questions that Reech has written a guide to survival in this jungle of influence which lists the 12 best practices. Reech supports its customers by helping them bring out ambassadors and generate conversations and visibility around the products or services of a brand.


Facebook is more than 1.2 billion active users every day around the world, or approximately 15% of the world’s population who connect to the same site every day! And that’s not going to end there. On average, a user remains connected for 50 minutes a day. A new estimate: 1/18 of his day is devoted to Facebook. Also :

For many, Facebook is like the internet: they search for information, have fun there, buy … It means you have to take advantage of it for your business. Is that the case ?

Facebook pages are in a way the gateway that allows you to be in contact with users (customers). A Facebook page is a public space that looks like a personal profile, with the difference that it grants fans to “like” and “follow” your business, your brand, your organization … Fans receive updated content from this page on their news feed and at the same time, on your side, you bring your business into people’s minds. You track and share advertisements, you collect data or you can communicate directly with your community.

Thereafter, you will find everything you need to become a master in the field (on Facebook). Whether your page has been around for several years or has just been launched, this guide is for you who want to learn more about using Facebook.

Marketing strategy with Facebook, a step towards inbound

Before we go any further, be aware that there are several strategies for Facebook. We’ll focus on the one we love the most: inbound.

Inbound marketingp is the ability to be useful and to be adapted to its audience. It involves understanding your clients’ goals and collaborating with them to overcome these challenges. One of the best solutions is to be available where they spend their time. That means you have to be present on Facebook.

Facebook tools meet the needs of companies who want to create a real relationship with their community. They allow entrepreneurs, marketers … to create and distribute quality content. They also allow you to sell and manage customer relations.

It is not about becoming spammer, boring or disappointing.

If you are creating a Facebook page just to tick a box in your to do list, think again. A truly Facebook marketing strategy requires long-term commitment. But it is certain that the knowledge and demands of your brand that will result from your efforts can only encourage you to continue.

Ready ? Let’s go.

How to configure a Facebook page?

If you have chosen to create your business page, you have made the right choice. Indeed, you will join more than 60 million organizations worldwide.

Before understanding how to publish and boost your posts with advertising, let’s start from the beginning with the configuration process.

Hexagon Strategy Facebook page

Create a Facebook page

First, there is an essential aspect to clarify. As you probably know, the essence of Facebook is mostly personal profiles. However, if your company is trying to establish its presence on the social network, you will rather have to create a page. It is strongly discouraged for an organization to present themselves via a personal profile as a natural person. To begin with, you will not be in compliance with the Facebook terms of use and may therefore have your account permanently blocked. Then, you will not benefit from all the advantages offered by business pages.

Facebook pages are aesthetically similar to those of profiles, but have the distinction of presenting specific information, only applicable to companies, organizations, associations … Rather than connecting to a profile by adding it to their list of friends, you you connect to a company page by “liking” and becoming “fan”.

To start creating your Facebook page: https://www.facebook.com/pages/create/

At this time, you will be able to choose between 6 different categories:

  1. Local Business or place;
  2. Company, organization or administration;
  3. Brand or Product ;
  4. Artist, brand or personality;
  5. Entertainment;
  6. Cause or Community.

categories Facebook pages

Depending on the option you choose, the fields about your page will be editable.

A word of advice, take the name of your company and choose the name of your page carefully. Facebook will allow you to change it in most cases, but the process is long and delicate.

Note that you need to have a personal profile to manage a business page. This operation is completely imperceptible for future fans of your page. Nobody will be able to know who manages your page. Besides, you will have the possibility of appointing several people with various roles for the management of your page.

Subsequently, your page is created. Facebook gives you 4 tips to get started:

1. Add a profile photo (logo)

The first step in giving your Facebook page an identity is to add a profile picture. This is the main visual element to identify your page. It will appear in search results and in each of your posts that will be displayed in your fans’ news feed. Generally, it is advisable to use an image with dimensions of 180 × 180 px, but by increasing it slightly, you will gain in quality. However, if you don’t import an image in the correct size, you can still crop it.

Think about the first impression of your profile photo, it should be immediately recognizable. Using your logo is highly recommended.

Facebook page creation

2. Add a cover photo

Next, Facebook recommends that you add a cover photo. This is a horizontal photo that crosses the top of your page with the dimensions of 851 × 315 px.

Keep in mind that this cover photo may be changed later. We encourage you to update it every two months or when you need to promote news. Be careful not to change your cover photo every day, you may confuse your audience.

It’s also a good idea to include a phrase on your photo and a link in its description if you’re promoting a particular campaign.

For example with our accounting firm: “Come and attend our conference on executive compensation. ”

The purpose of your cover photo is to catch the eye.

3. Add a short description

Now that your page has been dressed up with some visuals, it’s necessary to add a description to inform your audience of your activities. This short description should only be 1 or 2 lines long for 155 characters max (as a tweet would be, well, that was before) about your business. This description will appear both on your page and in the search results, so be clear and brief. But do not deprive yourself of showing your personality.

4. Create an identifier for your pagez

The last step for this start is to create an identifier for your page. This identifier will be included in the personalized URL of your page. The limit is set at 50 characters for your username.

We told you about it before, you can manage your Facebook business page with other people with defined roles. No need to share your password, you just have to designate the people who will be authorized to intervene on your page by defining a level of access for them: “Roles of the page”:

  • Administrator : Administrators can manage all aspects of the page: they can send messages, post, reply to or delete comments, create ads, see which profile publishes a post on the page, and modify user roles. This person has all the powers on the page just like the original creator. This is a role to be carefully defined;
  • Editor : Publishers have the same powers as administrators, except that they cannot modify the roles of the page;
  • Moderator : Moderators can send messages and reply to or delete comments, but they cannot post to the page;
  • Advertiser : As the name suggests, they are able to create announcements (advertisements) and track results;
  • Analyst : They have no power over the page. They can only see who publishes and track the results;
  • Live Contributor : Have you thought about creating live Facebook? We will come back to it later. He’s just someone who can start lives on their mobile and nothing else.

role facebook page

While managing your page preferences, it’s a good idea to set notification preferences (sometimes useful, but sometimes very bulky).

Add a CTA to your page

Another essential point of your Facebook page: The CTA.

One of the main advantages of your business page is being able to engage an audience that you have not yet been able to attract with a traditional website.

For example, for our agency Hexagone Strategy, the CTA of our Facebook page is “Call”.

Since 2014, Facebook has allowed pages to offer a CTA at the top of its page. You can configure this call to action button by choosing the options from the list offered. Your choice will depend on your will: offer an appointment, make a purchase, etc. Then choose a destination link that links to a landing page.

add CTA Facebook page

Choose the menus of your page

As with a website, the menu helps guide your visitor. On your company page, you can also configure this menu and even create your own tabs. This is a technical part that requires a minimum of skills, so do not hesitate to ask for help 😉 https://developers.facebook.com/apps

Have your page checked

Another important element for a page, the cheking process. You must have already noticed this difference between the pages which is justified by a blue dot. Verifying your page is not mandatory, but it can give you credibility, especially if you are an e-commerce site or if you offer online services. Thus, you build trust with your prospects.

How to develop your Facebook community?

Obviously, you want your Facebook page to be a success. However, this success on social networks will vary depending on your initial goals. Your desire to sell, to develop knowledge of your brand, to capture contacts…

But whatever, you have to get likes.

In this part, we will give you some strategies to get likes as soon as your page is online and also, how to continue to develop your community.

Why shouldn’t I buy Likes on Facebook?

Although very easy, buying likes is strongly discouraged! Just go to Google and search for “buy Facebook likes”. For a handful of euros, you can suddenly increase your community by several hundred (fake) fans … One of the reasons that can push you to buy these fans is to give a better credibility to your page. This feeling that we all know, the famous the world attracts the world.

But think again, this is not a good idea, either for your business or for your fans. The origin of these fans is doubtful, it is generally a fake account or likes. Once your page is liked, do not expect any more engagement with this pseudo community.

Good to know: Only a few of your posts appear in your fans’ news feed. The Facebook algorithm takes into account several parameters related to your account and in particular the engagement rate (number of people who interact with your publications / number of people who like your page * 100). Over time, the lack of feedback, comments or sharing can harm your page, and therefore not promote your content to your true fans.

If this explanation for the long-term negative effects on your page is not convincing enough, also know that Facebook has full teams that follow these strange behaviors. And if necessary, Facebook can simply decide to permanently delete your account. The most prominent example in recent weeks is the closure of the Firerank page, which had 12 million fans.

Promote your Facebook page

Now that we’ve seen what not to do to get likes, let’s see how to get them. Let’s start with promoting your page.

It is important to take the time to conscientiously fill out the About section on your page. Complete your description with searched keywords, but don’t overdo it. Add an overview of your products, your offers, a link to your website, your schedules, your phone…

If you are creating a new page, start by sharing it with the people in your “friends” circle with whom you are connected.

Be careful, if you manage several pages, be careful not to spam your contacts by requesting them too often.

Finally, be reactive. A good way to get likes is to build a committed community. Share posts that serve or entertain your community. Make them want to react and share your content. Remember to respond to comments on your posts, whether positive or negative. Sometimes a simple “thank you” can make you happy.

It is also very important to respond quickly to messages you receive on your page. Your page can even get a badge from Facebook if you reply within 15 minutes (to at least 90% of the messages received).

Promote your Facebook page on your website

Promoting your page isn’t just limited to Facebook. Also add sharing buttons on your site, your blog articles, your emails … You can also add a Facebook plugin to your site.

Promote your Facebook page to your customers

When you receive the public, your customers, your prospects, be creative and let them know that you have a Facebook page. Add a sticker on the window, add a flash code that refers to your page near the checkout, indicate the URL of your page on your receipts, offer a reduction to people who like your page …

For e-commerce sites, solutions also exist. For example, add your page link in email signatures.

What content to publish on Facebook?

When it comes to marketing strategy with Facebook, it’s obvious that the content you’re going to share is at the center of concern. Without a consistent and regular flow of content, your page will only be a source of information for people who already know your brand.

When you use Facebook to publish quality content, you open the doors to an infinitely large space, populated by Facebook users. These users can discover your content and decide to follow your page. Over time, their confidence in you increases, and you can hope it will be strong enough to buy.

Post videos on Facebook

Choosing the video is choosing the best commitment from your fans. It’s also making Facebook happy. Indeed, in the latest versions of its algorithm, Facebook encourages pages to share videos, whether live videos or long videos with a high viewing rate.

When we talk about video for Facebook, it’s not about sharing a video from YouTube. You must import your video directly to Facebook.

  • 45% of Internet users watch more than an hour of video on Facebook or YouTube each week;
  • 100 million hours of video are viewed every hour on Facebook;
  • 43% of users want to see more video from marketers.

A word of advice: When you upload a video to Facebook, don’t forget import the script (subtitle) with an SRT file. With the automatic launch of videos on the news feed, adding subtitles can help you get more user attention.

The first 5 seconds of your video are essential. It’s up to you to make sure your fans stop to watch the whole video.

Create Facebook Live

This Facebook feature allows you to create live recordings from your smartphone. It is available to all users, and terribly effective at events to view backstages, for political meetings or when a brand wants to share with its community. It’s a formidable weapon of storytelling.

To take full advantage of this, we encourage you to interact with your audience. Once your live is activated, ask questions to encourage your fans to answer them in the comments. Understand that not all of your fans will be connected at the same time. In this case, it makes sense to return to the subject of live from time to time to explain to newcomers the interest of this video.

Once the live recording is complete, the video will be available on your page like any other video.

Post photos on Facebook

After the video, the photo gets the best engagement from your community. As the maxim “A picture is worth 1000 words” says, the engagement of a post with a picture is 2.3x more important than a post without a picture.

A question that often comes up when you want to post images on Facebook: what format to choose?

As with your profile photo and your cover photo, the dimensions of the images you import into your posts must meet one standard or rather two. The recommended size for your visual is 1200 × 630 px, but it is more important to remember the ratio: 1.9 × 1.

Post links on Facebook

One of the most popular actions to promote your page, but also to attract fans to your site, is to share your blog posts.

Do not start sharing all your articles, otherwise you will saturate your audience and see an increasingly high rate of disengagement. Select only the articles that you consider most engaging for your audience.

To share a link, don’t limit yourself to a simple copy and paste of the URL. Take the time to write a catchy sentence that should prompt action. Beware of the links that you post, check that the meta description is correctly filled in, because Facebook always uses it.

Another important fact, think about remove the URL that you copy to your post to leave only your sentence. The page preview will appear automatically and will be clickable for users.Post instant articles on Facebook

Your Facebook page is to your site what the instant article is to your blog. Simply put, instant articles give you the ability to post text and images without leaving Facebook.

The advantage is that the loading time of this article is much faster than a redirect to another website. You avoid losing your audience and disappointing it with content that does not charge. The flip side with instant articles is that you are not developing SEO for your site.

Today, with the democratization of the AMP format, instant articles no longer have any real interest, except to be highlighted in algorithms.

Post virtual reality videos on Facebook

Last, but not least, virtual reality videos for Facebook. Definitely the future of the next few years (even if everyone has been saying it for some time already).

Thanks to them, you can literally immerse your users in your universe. The use of 360 ° videos is better suited on mobile because of the gyroscopes built into smartphones which allow you to live an immersive experience. And as soon as you view them with a specific helmet, the experience is multiplied. The consumption of your content by your fan is much higher and above all you stand out from your competitors, because few companies use this type of publication (because more complex).

Now that you’re aware of the different types of posts you can share with your community, it’s important to know how they appear on your page. By “pinning” a post, you can choose to keep that content at the top of your page, although it is chronologically older than others.

How to create a marketing strategy with Facebook?

You now know how to post content on your Facebook page, but you are probably wondering what and when to post. This is Facebook’s biggest challenge, one that will differentiate you from your competitors, make you become the brand to follow, the one that comes to mind immediately when talking about your industry.

As with the content strategy that you apply to your website, the first thing to do is to understand your audience. Then you can develop the right mix of content to generate results and schedule your posts according to a well-defined schedule.

Define your buyer personas

To define your audience, come back to the start of your digital strategy. Who are the people you want to reach with your messages?

Buyer Personas are semi-fictional representations of your target prospects. They allow you to better understand the environment of your target, to know their needs, their issues, their challenges, their ways of consuming information … For define your buyer personas, the support of your entire team is necessary: ​​marketing, sales, support, production and all the other people in touch with your targets.

Define your buyer personas

In the same way with Facebook, you must define these buyer personas if you have not already done so. By defining the needs and challenges of your target, you will be able to define what content to publish on your page

Advice to create your buyer personas: Interview a panel of your customers, prospects, observe what your competitors are doing and analyze the market as a whole.

When you analyze the pages of your competitors, pay attention to these few indicators, and take the corresponding measures:

  • The quality of the visuals;
  • Response time ;
  • The plurality of content;
  • The frequency of publication;
  • Engagement on publications;
  • The ratio between engagement and the number of fans on the page.

As you bring your page to life, Facebook will offer you more and more relevant analyzes concerning your audience: Facebook Insights.

This is a tool offered in Facebook ads (which we will come back to later), but which you can still use without paying a single penny in sponsorship.

Created to help advertisers better configure their advertising, this tool is very useful for community managers and content creators to help them find the types of posts most appreciated by their audience.

Create a publication schedule

The social media manager (who is a great person) plays the role of a real conductor. He must be able to post content on different platforms, follow brand mentions, respond to comments, learn about the latest trends … and many other tasks that occupy most of his days . So, in order not to be in a panic after a meeting that has extended a bit and to have to plan a post in 5 minutes (not a publication on social networks it doesn’t take 5 minutes), there is a solution: the schedule editorial.

Generally, it is a spreadsheet where the next publications are listed at the defined days and times. Also, this schedule allows you to easily analyze the content that works for those who have more trouble.

Configure your schedule as you see fit, according to your needs and desires. To help you, here is what we use at Hexagone Strategy:

  • Different windows by networks and a general one;
  • A daily calendar with time slots;
  • Columns for:
    • The name of the campaign;
    • The messages ;
    • The links ;
    • Images / video.

How to schedule Facebook posts

No matter what editorial schedule you use, you can never stop until your posts are scheduled.

To automatically schedule Facebook posts, there are a number of solutions you may find useful:

  • Schedule publications directly from your page;
  • Use specific tools:

What are the hours for posting to Facebook?

Above all, know that there is no generality. A good hour of publication for you may not be ideal for another business. Again, it all depends on your audience. Think about when fans vs connect: at the office, at home, in transport…

However, studies show that weekday afternoons, between 1 p.m. and 4 p.m., and weekends between noon and 1 p.m., appear to be good niches for publishing.

Use a Facebook chatbot

You’ve probably heard of artificial intelligence, chatbots, these programs that can respond to messages received on your page. You also tell yourself that this is not for you, because too complex, too expensive, too too too much. But think again, Facebook has democratized the chatbot for everyone.

Since the launch of Messenger in 2016, you are now able to create your own chatbot.

With your personal profile, your use of Messenger is limited to exchanges with your friends from your computer or mobile. In the same way, the chatbot of a page can exchange with your audience according to the configuration that you have made. This feature is very popular for e-commerce sites which can now sell directly via their chatbot.

Track and analyze the results of your Facebook page

Now that you’ve spent some time building your page, working on creating quality content, planning your posts, following the best practices that we’ve shared with you from the start, don’t stop.

All your efforts without monitoring the results and analyzing the performance would be the equivalent of a bottle thrown into the sea, which means that you will have little chance of achieving your objectives.

Fortunately, Facebook is thinking of you and has developed a tool for tracking and analyzing statistics.

Facebook statistics

Use your Facebook page statistics

Many metrics are available to page administrators. Among them, we find: General dashboard, Promotions, Subscribers, Page views, Page previews, Action on the page, Events, Videos, People, Local, Message and some have a greater importance in your analysis:

Lets you know the number of subscribers won (and lost) over the period.

Lets you know the number of people reached with your posts. By differentiating the paid reach from the organic (natural) reach you will be able to compare the impact of your promotions.

Keep in mind that the more interactions, comments and sharing a post has, the more it is highlighted in the newsfeed. In return, the more your posts are hidden, indicated as spam, the less it will be offered.

Certainly the most interesting statistics for your analysis.

First, you will find a graph that gives you the days and times of your fans’ connection. Extremely useful for adapting your publication schedule.

Thereafter, you will discover analyzes concerning your publications: date, type of post, scope, interactions.

Ces statistiques ne sont pas simplement là pour suivre leurs résultats, mais pour s’améliorer sur vos futures publications. Relevez les sujets qui intéressent, les formats qui font interagir…

Conseil : Suivez attentivement les différentes réactions générées par vos posts : j’aime, j’adore, ahah, wouah, triste, et grrr. Ils peuvent vous donner des indications sur leur perception.

Mesurer le ROI de vos actions

Avec tout le temps que vous passez sur Facebook, il est normal de se poser la question : est-ce que mes actions sont rentables ?

Pour répondre à cette question, il faut commencer par définir des objectifs. En sachant que les KPI seront :

  • Les vues ;
  • Les engagements ;
  • Le trafic généré ;
  • La génération de lead ;
  • Etc.

Pensez à bien identifier les liens qui arrivent de Facebook avec une URL dédiée (paramètre UTM, bytlink…).

Comment utiliser les promotions sur Facebook

Les promotions Facebook correspondent à des sponsorisations de vos contenus = de la publicité. L’avantage consiste à atteindre un plus grand nombre d’utilisateurs du réseau social, sans pour autant qu’ils soient liés à votre page.

Avant de commencer à utiliser les publicités sur Facebook, il faut suivre quelques règles. Quelle cible voulez-vous atteindre (le retour du buyer personas), quel message voulez-vous faire passer, quel est l’objectif de votre publicité, quel est le budget que vous souhaitez dépenser… ?

Malheureusement, la difficulté des publicités Facebook vient du fait qu’il faut souvent tester avant de trouver la bonne combinaison, à l’instar d’une campagne sur Google AdWords.

Segmenter et optimiser ses campagnes publicitaires

Facebook met à votre disposition son gestionnaire des publicités pour paramétrer de manière très fine vos promotions. Pour commencer, vous devrez définir l’objectif de votre action parmi les 11 proposé par Facebook :

  • Sensibilisation
  • Considération
    • traffic
    • interactions
    • installation d’app
    • vues de vidéo
    • génération de prospect
    • messages
  • Conversion
    • conversation
    • vente
    • visite du point de vente

Après avoir sélectionné un objectif pour votre campagne, il est temps de définir les autres critères : l’audience, le budget, la durée…

Conseil : si vous réalisez régulièrement des campagnes de publicité sur des audiences similaires, pensez à enregistrer votre audience et à la réutiliser pour gagner du temps.

publicites facebook

Les formats publicitaires de Facebook

Maintenant que vous avez défini les caractéristiques de votre campagne de promotion, il vous faudra choisir la forme de votre publicité.

Il existe 5 formats de publicité différents :

  • Carrousel ;
  • Image unique ;
  • Vidéo unique ;
  • Diaporama ;
  • Canva.

formats publicitaire facebook

À présent, il est important d’importer le ou les visuels qui habilleront votre annonce et de créer un titre accrocheur (40 caractères maximum).

Attention toutefois aux visuels que vous importez. Facebook n’apprécie guère de voir trop de texte dans les images, vous risquez de voir votre annonce moins performante que prévu. Aidez-vous de cet outil Facebook pour vérifier votre image.

Vous l’aurez compris, l’utilisation de Facebook pour votre stratégie de marketing digital est très importante, mais également très complète (et complexe). N’essayez pas de vous lancer sur tous les chantiers en même temps, cela pourrait vous nuire. Préférez la qualité à la quantité. Maintenant que vous avez les clés de la réussite de votre entreprise sur Facebook, il ne vous reste plus qu’à appliquer ces bonnes pratiques. N’hésitez pas à nous faire un retour sur cet article si nous sommes passés à côté de certaines fonctionnalités essentielles, mais aussi et surtout pour nous indiquer vos progrès. Cet article fait référence à un précédent article publié sur le site américain de l’éditeur de logiciel Hubspot.