How to Grow Your Business on Facebook

Growing a business on Facebook in 2024 requires a different playbook than it did five years ago. It's no longer about simply posting and hoping for the best, it's about building a community with content that connects, educates, and entertains. This guide will walk you through the modern, actionable strategies you need to optimize your presence, create content that works today, genuinely engage your audience, and turn your Facebook page into a meaningful growth engine for your business.

Step 1: Get the Foundational Pieces Right

Before you stress about content strategy or ad spend, you need to make sure your Facebook Business Page is set up for success. Think of it as your digital storefront. An incomplete or confusing page can turn potential customers away before they even see a single post. Let's tighten up the basics.

Optimize Your Page Profile

A complete profile signals professionalism and makes it easy for people to understand what you do. Go through every section and fill it out completely.

• Profile &, Cover Photos: Use high-resolution images. Your profile picture should be your logo or a clean headshot. The cover photo is a prime piece of real estate - use a high-quality photo of your product, a short video showcasing your brand in action, or a graphic promoting a current offer.
• About Section: This is your elevator pitch. Clearly state what your business does, who it serves, and what makes you different. Use keywords your target audience might search for. Include your mission, your story, your contact info, and a link to your website.
• Custom URL (Vanity URL): Instead of a generic URL with random numbers, create a custom one like facebook.com/YourBusinessName. It’s easier for people to remember and looks more professional. You can set this in your Page settings.
• Call-to-Action (CTA) Button: This button sits right below your cover photo. Customize it to align with your business goals. Common options include "Shop Now," "Book Now," "Contact Us," "Sign Up," or "Watch Video." Make it easy for visitors to take the next step.

Create a Powerful Pinned Post

The first post a visitor sees should be strategic. A pinned post stays at the top of your page feed and serves as a long-term welcome mat. Don't waste it on a random update. Use it to:

• Introduce your business and its core value proposition.
• Promote your best-selling product or most popular service.
• Share a compelling customer testimonial or user-generated content (UGC).
• Announce an evergreen offer, a free resource, or a newsletter signup.

Update your pinned post every few months to keep it fresh and relevant.

Step 2: A Content Strategy for Today's Facebook

Organic reach on Facebook is competitive, but far from dead. The secret is to align your content with what both the algorithm and your audience want to see: engaging formats that build connection. Ditch the old playbook of just posting bland promotional updates and embrace these content pillars.

Embrace Short-Form Video (Reels, Reels, Reels!)

If you take one thing from this article, let it be this: vertical video is the engine of growth on Facebook today. Facebook is heavily pushing Reels to compete with TikTok, which means creators who lean into this format are rewarded with significant organic reach, often to people who don't even follow their page yet.

How to win with Reels:

• Keep it short and punchy: Aim for 7-15 seconds. Capture attention within the first two seconds.
• Use trending audio: Tap the audio source of a popular Reel and use it in your own creation. The algorithm prioritizes content using trending sounds.
• Provide value quickly: Share a quick tip, a simple how-to, or bust a common myth in your industry.
• Show your human side: Behind-the-scenes glimpses of your workspace, team introductions, or a day-in-the-life video build trust far better than a polished ad.
• Repurpose without the watermark: It’s perfectly fine to repurpose content from TikTok or YouTube Shorts, but always download the video *without* the watermark of the other platform. Tools like SnapTik can help with this.

Build Trust with Behind-the-Scenes &, User-Generated Content

People connect with people, not logos. Pull back the curtain and show the real faces behind your brand. This type of content feels authentic and builds a deeper relationship with your audience.

• Show your process: Film yourself packing an order, designing a new product, setting up for a client consultation, or even brainstorming on a whiteboard. It makes your work more tangible and interesting.
• Share User-Generated Content (UGC): When customers post about your product or service, ask for permission to re-share it! UGC is modern-day word-of-mouth marketing. It’s a powerful, authentic testimonial that shows real people loving what you do. Create a unique hashtag and encourage customers to use it.

Become a Resource with Educational &, Value-Driven Posts

Position your business as the expert in its niche by consistently creating content that helps your audience solve a problem or learn something new. This isn’t about selling, it's about building authority and becoming the go-to source people trust.

Types of value-driven content:

• Carousels/Multi-Photo Posts: Break down a complex topic into bite-sized, swipeable slides. Think "5 Mistakes to Avoid When..." or "3 Steps to Achieve X."
• Quick Tips: Simple, text-based posts or graphics answering a common question can perform incredibly well.
• Answers to FAQs: Turn your frequently asked questions into a content series. If one person is asking, chances are a hundred others are wondering the same thing.

Spark Conversation with Community-Building Posts

The Facebook algorithm cares deeply about “meaningful interactions.” A post with a dozen thoughtful comments will get more reach than a post with a hundred passive likes. Your goal is to get people talking.

• Ask questions: They can be industry-related ("What's your biggest challenge with ____?") or fun and personal ("Coffee or tea to start the day?").
• Polls &, Quizzes: Use Facebook's built-in poll feature to ask about product preferences, content ideas, or fun A/B choices.
• Fill-in-the-Blanks: Posts like "My favorite Sunday business task is _____" are incredibly effective at generating quick, low-effort comments.

Step 3: Proactively Engage with Your Community

Posting great content is only half the battle. Social media is a two-way conversation. If you’re just broadcasting messages and not engaging with the people who respond, you’re missing the entire point.

Leverage the Power of Facebook Groups

Facebook Groups are one of the most powerful organic marketing tools available. People join Groups to connect with like-minded individuals and discuss shared interests, creating highly engaged, niche communities.

• Create Your Own Group: Build a community around your brand and industry. Use it to provide exclusive content, get direct customer feedback, and foster a sense of belonging among your biggest fans. To succeed, the group's focus must be on community value, not just self-promotion.
• Participate in Other Groups: Join relevant groups where your target audience hangs out. Don't go in spamming links. The key is value, value, value. If you consistently become one of the top 3-5% most helpful members of any community, your business nameplate (visible on every post) starts doing the marketing work for you. Instead, introduce yourself, answer questions, provide genuine value, and become a trusted member. People will naturally become curious about you and check out your profile/page.

Respond to Every Comment and Message

This is non-negotiable. When someone takes the time to leave a comment on your post or send you a DM, reply to them. A simple "Thanks!" or an answer to their question shows that a real person is on the other side. This simple act builds tremendous loyalty and encourages more people to engage in the future, signaling to the algorithm that your content is valuable.

Go Live to Create Real-Time Connection

Facebook Live video gets prioritized in the news feed and sends a notification to your followers, making it a great way to capture immediate attention. Live videos feel raw, unscripted, and personal, which helps build a stronger connection.

Ideas for a Facebook Live session:

• Q&,A sessions: Host an "Ask Me Anything" about your industry or business.
• Product demos: Unbox a new product or show how an existing one works in real-time.
• Tutorials or workshops: Teach your audience how to do something you specialize in.
• Behind-the-scenes tours: Show off your office, your warehouse, or your creative space.

Step 4: Scale Your Growth with Smart Facebook Ads

While organic growth provides a solid foundation, paid advertising allows you to reach a precise, targeted audience and accelerate your results. You don't need a massive budget to start seeing results if you approach it strategically.

Start Simple: Boost Your Best Content

The easiest way to dip your toes into Facebook Ads is by boosting a post that's already performing well organically. If a post is already getting good comments and shares, that's a sign the content is resonating. Boosting it simply shows that successful content to more of the right people.

When you boost, don't just use the default "automatic" audience. Create a simple audience based on a few key interests, a specific location, or an age range relevant to your ideal customer.

Level Up with Custom and Lookalike Audiences

This is where Facebook Ads become incredibly powerful. Instead of just targeting based on interests, you can market to people who already have a relationship with your business.

• Custom Audiences: You can create audiences of people who have visited your website, engaged with your Facebook or Instagram page, or subscribed to your email list. These are "warm" audiences who are more likely to convert.
• Lookalike Audiences: After creating a Custom Audience, you can ask Facebook to build a "Lookalike" audience - a new group of people who share characteristics with your best customers or most engaged followers. This is an amazing way to find new customers who are just like your existing ones.

Final Thoughts

Growing your Facebook presence boils down to three core ideas: consistently creating video-first content your audience finds valuable, engaging in a genuine two-way conversation, and strategically amplifying your best stuff to reach new people. Start with the foundations, build a content rhythm, and always prioritize community over pure promotion.

While building out these strategies, so much of the actual work comes down to managing the moving parts. Juggling different content types, remembering to post at the right times, and keeping track of all the comments across platforms can quickly get chaotic. That’s why we built Postbase - to pull our planning, scheduling, engagement, and analytics into one serene place. It helps us see our whole content calendar visually and never miss a message, which is a lifesaver for staying consistent and organized.