Facebook Marketing: 15 Clever Tips for 2022

Why Facebook Marketing?

You’re probably asking yourself the question: Why should my business invest in Facebook marketing?

There are numerous reasons, but the most important reason is presumably: There are now 21 million daily active users in Germany.

No other platform enables you to reach this sheer mass of people.

Those who are continuously active on Facebook and keep followers apprised will be successful in the long run.

However, there are no miracle cures here either. Anyone expecting success within a few days or weeks is not in the right place.

However, it is important to mention that there are some disadvantages as well. Facebook marketing may not be profitable for certain businesses.

For this reason, I would discourage the following companies from managing a Facebook page:

  • Companies that continuously do not have time to take care of the social media presence
  • Businesses that offer industry-specific B2B services or products

Of course, the second point does not apply to all companies. Facebook marketing can be profitable for a company that offers a social media analytics software.

However, for most companies, the business networks Xing and LinkedIn are more suitable.

In addition, influencer marketing can be a viable alternative to Facebook.

Facebook Marketing, Beispiel einer Facebook Seite
This is what a standard Facebook page looks like. Furthermore, this page is already well-optimized due to its consistent style.

Therefore, always ask yourself: Are my customers active on this network?

If this is the case, you should take action. Furthermore, it makes sense to ask your customers how they became aware of your company.

This will give you an insight into how you should market your business to attract more customers.

These are the first steps in Facebook marketing for all interested parties who are not yet deterred.

How to find your target audience on Facebook

Zielgruppe definieren, schwarze Figuren im Hintergrund, Lupe die Menschen zeigt

Defining the target audience is one of the most critical steps to be successful on Facebook. You will not succeed if you are a fitness provider, yet you only reach exercise bums.

Take a few days off and look specifically at your previous customer base:

  1. Where do these people come from? (from all over Germany or a specific region?)
  2. What is the age and gender of your customers?
  3. Which profession do your clients practice?
  4. What interests do your customers have?

Now you may ask yourself, “Why do I have to define my customers so precisely?” 

The better you know your customers, the more effectively you can address them.

This facilitates new customer acquisition, increases loyalty to your brand, and makes campaigns more effective.


Don’t be tempted to pay attention solely to likes.

After all, sales are crucial. Therefore, active users interested in your business count.

Facebook Marketing: Define your goals

What do you want to achieve with Facebook? This is the next question you need to ask yourself.

The goals vary from company to company and may also change over time.

Geschäftliche Ziele für das Facebook Marketing definieren

Your company could have the following objectives:

  • encourage customers to purchase your products
  • newsletter subscription
  • arrange a consultation
  • download an e-book

Furthermore, you don’t have to limit yourself to just one of these goals either.

However, it is helpful to select the main objective with absolute priority.

Facebook content: It’s all in the mix

Even though it is essential to promote your products, your Facebook page should have more than that.

A social media truism is the 80 – 20 rule. 80% of your posts should inform and entertain. The remaining 20% should promote your brand and products.

This is a great way to ensure added value for your users without sacrificing sales.

Facebook post types

Facebook Marketing Beiträge

You need to publish posts regularly to succeed in Facebook marketing. It’s best to create an editorial schedule by determining when you’ll publish which posts.

On Facebook, you have the option to schedule posts. This tool automatically publishes posts at a specific time.

You can determine when the publication will occur.

An overview of the different post types will follow. Thus you don’t start utterly clueless in the Facebook jungle. I will discuss the advantages and disadvantages of the post types.


Post types are a dime a dozen.  However, videos are one of the best ways to inform users about your offer. These posts have more interactions and likes compared to text and photo posts. 

However, the use of videos is only sensible if your product is visually convincing.

The video doesn’t even have to last long to impress your followers. Even 10-second videos are enough if you showcase your product correctly.


Many studies have shown that posts with images continuously receive more likes and comments.

Nevertheless, it does not suffice to select an image spontaneously. The image must fit the context and appeal to users. Above all, it is important that the image visually complements the information in the post.

For example, if you publish a post about an interview, you should include a picture of the interviewee.

In addition, infographics and illustrations are suitable for attracting users’ attention.

Facebook Beitrag mit Bild Beispiel,

Linked posts

Posts with links are one of the most common types on Facebook. The advantage is immediately apparent. They redirect your followers straight to your website.

This way, you will get more website visitors. Furthermore, you can draw attention to new offers, blog articles, and products.

Beispiel für Facebook Beitrag mit Link und Bild
So sieht ein Beitrag auf Facebook aus. Dieser verlinkt auf unseren Artikel für mehr Instagram Follower.

Three post types that are used too rarely

Live video

Live videos are one of the less used post types. Nevertheless, these should not be underestimated since they highlight the interaction with fans.

This increases the engagement with your brand, and you immediately learn what makes your target audience tick.

Thus, live videos are an appealing way to show a more personal side of your brand.

Furthermore, you can give an insight behind the scenes, introduce your team or share announcements in real-time.


You should use lists if you want to present a complicated issue succinctly. This post type is appealing for companies.

For example, the following lists might be of interest to fitness companies:

  • Ten workouts so you finally build more muscle
  • Ten secret tips for faster muscle growth

As you can certainly conclude, this allows you to showcase your expertise and draw attention to your product simultaneously.

Of course, you can also refer to your website in the article. That arouses curiosity.


Facebook polls are a valuable tool for gathering your subscribers’ opinions. Furthermore, you also signal that you value the users’ views.

This can only help you in the long run. The following surveys may be of interest:

  • Which topics interest your users the most?
  • What problems do your Facebook subscribers face?
  • What content would your users like to see more frequently?

Based on these points, you can adjust your editorial plan. Furthermore, you can shift the focus of your posts.

Imagine once again that you are running a gym.

Maybe you currently write about muscle building, but your customers are mainly interested in weight loss.

This can help you increase interactions by determining what your users are genuinely passionate about.

More likes and comments: This is how it works

The best Facebook marketing strategy won’t help if you don’t have enough subscribers. Therefore, I would like to focus on focused subscriber growth.

I’ll also cover how to increase your interaction rate.

First of all, it is crucial to make it easy for future subscribers to subscribe to the site.

Mention the Facebook page:

  • in conversations with friends, relatives, clients;
  • in the email signature;
  • on business cards;
  • on your blog;
  • in your newsletter;
  • at trade fairs.

The most pertinent question before creating posts is:

Does the post offer added value for our customers?

If this is the case, your subscribers will be willing to share your posts. Then you will get more likes, comments, and followers.

Use surveys to find out more about your subscribers’ interests.

What content do your followers still miss? This tactic can aid you in increasing the number of likes.

Online marketing studies repeatedly show that organic reach steadily declines.

You will only reach a fraction of your subscribers without advertising. Only 6% of users still see the posts for larger Facebook pages.

Therefore, it can be beneficial to promote your posts when making decisive announcements.

Even if you are starting, it can be helpful to gain your first followers through Facebook ad campaigns.

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