The Facebook Marketing Bible: 24 Ways to Market Your Brand, Company, Product, or Service Inside Facebook


A large and growing portion of some of the most valuable demographics are spending more of their time and attention on Facebook and less on other channels and media. Not only are US college students and teenagers fully engaged in Facebook, but adults, professionals, and people from around the world now constitute a substantial portion of the Facebook userbase as well.

However, most marketers lack a comprehensive understanding of the vast array of explicit and implicit marketing channels Facebook offers – most of which are viral. My goal here is to provide an introduction to what’s possible on Facebook to the spectrum of marketers from brand advertisers to volunteer grassroots evangelists.

Facebook offers many ways to get the word out and bring the people in. Here’s how to get started.


I. Tools for Guerilla Marketers

1. Profile Page
2. Groups
3. Pages
4. Events
5. Notes and Photos
6. Messages
7. Marketplace
8. Share / Posted Items
9. Networks
10. Mini Feed and News Feed

II. Tools for Advertisers

11. Social Ads
12. Integrated Opportunities
13. Beacon
14. Polls
15. Facebook Platform Ad Networks
16. Facebook Platform Application Sponsorships
17. Sponsored Facebook Groups

III. Tools for Application Developers

18. Profile Box
19. Mini Feed
20. News Feed
21. Invitations
22. Facebook Notifications
23. Email Notifications
24. Application Directory

I. Tools for Guerilla Marketers

For the aggressive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: $free. Everyone on Facebook can use these strategies to recruit and evangelize their causes.

1. Profile Page

The starting point for your presence on Facebook is your profile page. Your profile page is basically a landing page that you design in order to convert your friends to engage with certain parts of your identity.

Not only is your profile the page that you have the most control over, it’s the place where you can most deeply and authentically express your passion for the brand, company, or product you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your products or services are so valuable. Take advantage of Personal Info, Work Info, Photos, and applications to tell bits and pieces of your narrative as it relates to your brand. If you’re not buying your own stuff, why should anyone else?

If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook is not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity. If you’re afraid to show the real people behind your campaign, that’s okay–but save your time and money and go somewhere beside Facebook.

Finally, most people don’t realize how many page views profile pages generate. One of the most common habits of Facebook users is browsing the profile pages of friends and stalking the profile pages of people they want to learn more about. By connecting to hundreds of parters, customers, associates, and friends on Facebook, you’ll drive a TON of traffic to your profile page. Take advantage of that huge opportunity.

2. Facebook Groups

Groups are oldest and simplest way to build community around your brand or company on Facebook. By starting a group, you create a central place for customers, partners, and friends to participate in conversations around your brand. Facebook groups come with boards for posting discussion topics, photos, videos, and links right out of the box. You can also easily send news and updates to your group members as often as you like – messages arrive in their Facebook Inbox. And the best part about Groups is you can create as many as you like for free.