If you don’t know exactly what you hope to achieve from a Facebook marketing campaign, it’s impossible for you to know if it’s been a success when you get to the end. Set realistic goals for your marketing efforts. For example: I want X number of leads over a 28 day period. Until you have defined goals, you have nothing from which to develop a plan for Facebook.


Optimise your page. Over the years Facebook has provided a greater number of ways to customise a business or brand Page. Making use of all of them is the very first thing you should do:

  • Cover image/video;
  • Complete and up-to-date contact information;
  • Search-optimised copy in the About/Info sections;
  • Additional tab for data collection (we use MailChimp);
  • Self-generated content (i.e. produced by your organisation or an agency on your behalf)
  • Hashtags in posts – allow posts to be more visible in search results.


Facebook bought Instagram in 2012 and have slowly been integrating the two platforms. Adverts designed and paid for within Facebook can be automatically optimised for Instagram. Generally, Instagram audiences are more engaged than Facebook users (at the time of writing) and an engaging advert that works on both platforms will bring the biggest benefits.


In the wake of false news reports being accepted as legitimate and with the harm that this misinformation caused, Facebook are tightening-up on proper content and ferreting-out the fake from the real in an attempt to combat the issue. One happy result is expected to be that well-written, well-researched blogs and articles will be given higher priority in search results. Your content should always be well-written, but your hard work will be given greater reward on Facebook in 2019.


If you don’t already create, post and share video content, you are a little behind the curve. 2019 will be a big year for companies that embrace augmented (AR) and virtual reality (VR). The technology and talent base to produce AR and VR content has rapidly grown, making the technology more accessible to organisations with smaller marketing budgets. However, shoehorning poorly planned and executed content into a developing technology isn’t going to cut it. Creating a one-of-a-kind experience that’s easy to access and just a little bit mind-blowing/bending, will be money well spent.


With the ability to target an audience based on their behaviours, interests, education, vocation, age, gender, and more, it is crucial to Facebook marketing success that you know your target market and how to engage them. Understanding your audience is not something we can cover in this piece, but understand that targeting your audience is truly, utterly, vitally important (and more fun) than at any time in history (there is a follow-up article on audience targeting here).


People have a more positive experience when they put their hand up to ask a question and they’re acknowledged, as opposed to being ignored. That’s what chatbots do. They tell a Facebook user with their hand in the air that their question has been heard and a human will respond soon.

A simple, effective chatbot within Facebook is Instant Replies. It can be activated to provide an immediate reply in response to a message from a visitor to your Page, until you are able to respond.


Look at your competitors and see what works for them and what doesn’t. Add competitor Pages to the Pages to Watch section at the bottom of the Insights tab and gauge how much content competitors post weekly and the respective cumulative engagement. A little bit of investigation will quickly reveal how and why some content flies and some content falls flat.

Facebook can be baffling, but it doesn’t have to be. If you still need a little help getting the most out of Facebook, give the Holton & Co. team a call on 0203 290 3350.