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Free PDF Business Plan Templates and Samples

By Joe Weller | September 9, 2020

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We’ve gathered the most useful collection of business plan PDF templates and samples, including options for organizations of any size and type.

On this page, you’ll find free PDF templates for a simple business plan , small business plan , startup business plan , and more.

Simple Business Plan PDF Templates

These simple business plan PDF templates are ready to use and customizable to fit the needs of any organization.

Simple Business Plan Template PDF

This template contains a traditional business plan layout to help you map out each aspect, from a company overview to sales projections and a marketing strategy. This template includes a table of contents, as well as space for financing details that startups looking for funding may need to provide. 

Download Simple Business Plan Template - PDF

Lean Business Plan Template PDF

This scannable business plan template allows you to easily identify the most important elements of your plan. Use this template to outline key details pertaining to your business and industry, product or service offerings, target customer segments (and channels to reach them), and to identify sources of revenue. There is also space to include key performance metrics and a timeline of activities. 

Download Lean Business Plan Template - PDF

Simple 30-60-90 Day Business Plan Template PDF

This template is designed to help you develop and implement a 90-day business plan by breaking it down into manageable chunks of time. Use the space provided to detail your main goals and deliverables for each timeframe, and then add the steps necessary to achieve your objectives. Assign task ownership and enter deadlines to ensure your plan stays on track every step of the way.

Download Simple 30-60-90 Day Business Plan Template

PDF | Smartsheet

One-Page Business Plan PDF Templates

The following single page business plan templates are designed to help you download your key ideas on paper, and can be used to create a pitch document to gain buy-in from partners, investors, and stakeholders.

One-Page Business Plan Template PDF

Use this one-page template to summarize each aspect of your business concept in a clear and concise manner. Define the who, what, why, and how of your idea, and use the space at the bottom to create a SWOT analysis (strengths, weaknesses, opportunities, and threats) for your business. 

Download One-Page Business Plan Template

If you’re looking for a specific type of analysis, check out our collection of SWOT templates .

One-Page Lean Business Plan PDF

This one-page business plan template employs the Lean management concept, and encourages you to focus on the key assumptions of your business idea. A Lean plan is not stagnant, so update it as goals and objectives change — the visual timeline at the bottom is ideal for detailing milestones. 

Download One-Page Lean Business Plan Template - PDF

One-Page 30-60-90 Day Business Plan Template

Use this business plan template to identify main goals and outline the necessary activities to achieve those goals in 30, 60, and 90-day increments. Easily customize this template to fit your needs while you track the status of each task and goal to keep your business plan on target. 

Download One-Page 30-60-90 Day Business Plan Template

For additional single page plans, including an example of a one-page business plan , visit " One-Page Business Plan Templates with a Quick How-To Guide ."

Small Business Plan PDF Templates

These business plan templates are useful for small businesses that want to map out a way to meet organizational objectives, including how to structure, operate, and expand their business.

Simple Small Business Plan Template PDF

A small business can use this template to outline each critical component of a business plan. There is space to provide details about product or service offerings, target audience, customer reach strategy, competitive advantage, and more. Plus, there is space at the bottom of the document to include a SWOT analysis. Once complete, you can use the template as a basis to build out a more elaborate plan. 

Download Simple Small Business Plan Template

Fill-In-the-Blank Small Business Plan Template PDF

This fill-in-the-blank template walks you through each section of a business plan. Build upon the fill-in-the-blank content provided in each section to add information about your company, business idea, market analysis, implementation plan, timeline of milestones, and much more.

Download Fill-In-the-Blank Small Business Plan Template - PDF

One-Page Small Business Plan Template PDF

Use this one-page template to create a scannable business plan that highlights the most essential parts of your organization’s strategy. Provide your business overview and management team details at the top, and then outline the target market, market size, competitive offerings, key objectives and success metrics, financial plan, and more.

Download One-Page Business Plan for Small Business - PDF

Startup Business Plan PDF Templates

Startups can use these business plan templates to check the feasibility of their idea, and articulate their vision to potential investors.

Startup Business Plan Template

Use this business plan template to organize and prepare each essential component of your startup plan. Outline key details relevant to your concept and organization, including your mission and vision statement, product or services offered, pricing structure, marketing strategy, financial plan, and more.

‌Download Startup Business Plan Template

Sample 30-60-90 Day Business Plan for Startup

Startups can use this sample 30-60-90 day plan to establish main goals and deliverables spanning a 90-day period. Customize the sample goals, deliverables, and activities provided on this template according to the needs of your business. Then, assign task owners and set due dates to help ensure your 90-day plan stays on track.

‌Download Sample 30-60-90 Day Business Plan for Startup Template 

For additional resources to create your plan, visit “ Free Startup Business Plan Templates and Examples .”

Nonprofit Business Plan PDF Templates

Use these business plan PDF templates to outline your organization’s mission, your plan to make a positive impact in your community, and the steps you will take to achieve your nonprofit’s goals.

Nonprofit Business Plan Template PDF

Use this customizable PDF template to develop a plan that details your organization’s purpose, objectives, and strategy. This template features a table of contents, with room to include your nonprofit’s mission and vision, key team and board members, program offerings, a market and industry analysis, promotional plan, financial plan, and more. This template also contains a visual timeline to display historic and future milestones.

Download Nonprofit Business Plan Template - PDF

One-Page Business Plan for Nonprofit Organization PDF 

This one-page plan serves as a good starting point for established and startup nonprofit organizations to jot down their fundamental goals and objectives. This template contains all the essential aspects of a business plan in a concise and scannable format, including the organizational overview, purpose, promotional plan, key objectives and success metrics, fundraising goals, and more.

Download One-Page Business Plan for Nonprofit Organization Template - PDF

Fill-In-the-Blank Business Plan PDF Templates

Use these fill-in-the-blank templates as a foundation for creating a comprehensive roadmap that aligns your business strategy with your marketing, sales, and financial goals.

Simple Fill-In-the-Blank Business Plan PDF

The fill-in-the-blank template contains all the vital parts of a business plan, with sample content that you can customize to fit your needs. There is room to include an executive summary, business description, market analysis, marketing plan, operations plan, financial statements, and more. 

Download Simple Fill-In-the-Blank Business Plan Template - PDF

Lean Fill-In-the-Blank Business Plan PDF

This business plan is designed with a Lean approach that encourages you to clarify and communicate your business idea in a clear and concise manner. This single page fill-in-the-blank template includes space to provide details about your management team, the problem you're solving, the solution, target customers, cost structure, and revenue streams. Use the timeline at the bottom to produce a visual illustration of key milestones. 

Download Fill-In-the-Blank Lean Business Plan Template - PDF

For additional resources, take a look at " Free Fill-In-the-Blank Business Plan Templates ."

Sample Business Plan PDF Templates

These sample business plan PDF templates can help you to develop an organized, thorough, and professional business plan.

Business Plan Sample 

This business plan example demonstrates a plan for a fictional food truck company. The sample includes all of the elements in a traditional business plan, which makes it a useful starting point for developing a plan specific to your business needs.

Download Basic Business Plan Sample - PDF

Sample Business Plan Outline Template

Use this sample outline as a starting point for your business plan. Shorten or expand the outline depending on your organization’s needs, and use it to develop a table of contents for your finalized plan.

Download Sample Business Plan Outline Template - PDF

Sample Business Financial Plan Template

Use this sample template to develop the financial portion of your business plan. The template provides space to include a financial overview, key assumptions, financial indicators, and business ratios. Complete the break-even analysis and add your financial statements to help prove the viability of your organization’s business plan.

Download Business Financial Plan Template

PDF  | Smartsheet

For more free, downloadable templates for all aspects of your business, check out “ Free Business Templates for Organizations of All Sizes .”

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How to Create the Perfect Facebook Business Page to Promote Your Small Business (2024 Edition)

Facebook is the most used social media platform for marketers around the world. No matter what your marketing goals are, Facebook needs to be a part of your strategy. It’s crucial to learn not only how to create a Facebook Business Page but also how to use it effectively to promote your brand. We’ve put together our guide for setting up and customizing a professional Facebook page and share our advice for how to use that page to grow your business by engaging with your Facebook audience.

Start with the basics

To create a Facebook Business Page, log in with your personal Facebook account and go to https://www.facebook.com/pages/creation/ Once there, see two options:

• Business or Brand and Community, or
• Public Figure.

Click Get Started under Business or Brand.

Fill out your basic business info

After you select Business or Brand, you’ll be asked for a page name and category. Keep in mind that you can change your category later on, but your page name is forever. The category you choose will determine what other fields you’ll need to fill in. For example, if you select Restaurant, you’ll fill in the address and phone numbers for your location(s) along with your business hours.

Add a profile photo and cover photo

Social media image size standards are important — if you use the wrong size, you could end up with awkward cropping or pixelated images, so keep these recommended image sizes handy. Facebook profile image size: 170 x 170 pixels Facebook cover photo image size: 820 x 462 pixels

Your profile picture will appear as your icon every time your page’s content shows up in the Facebook News Feed and when you comment on other posts. Ideally, this will be your company logo . Square dimensions are best, but Facebook will crop the photo into a circle for ads and posts, so leave empty space around the edges. When you upload the image, you can preview the crop and make adjustments.

Cover photo – 820 x 462 pixels

Your Facebook cover photo appears across the top of your page and is a great opportunity to deliver a visual element that supports your branding, draws attention, or elicits emotion from your visitors. According to Facebook , your cover photo is displayed at different sizes on desktops and smartphones — 820 pixels wide by 312 pixels tall on desktops and 640 pixels wide by 360 pixels tall on smartphones. In our experience, 820 pixels wide by 462 pixels tall seems to work best for both mobile and desktop. But make sure you keep important text and design elements in the center of the image and preview how the image will appear on mobile and desktop. If you don’t have a designer on staff to help out with images, free tools such as Canva have pre-made templates that you can customize, or you can simply enter in the custom dimensions and create your own image. You can even upload a cover video or feature a slideshow of images. For more information and fun ideas, check out our Facebook cover photo guide .

Fill out your page information completely

Google indexes Facebook Business Pages, so the text you include on your profile can help you rank in global and local search engine results . When you create a Facebook Business Page, you’ll see tips that guide you through filling out all your page information. If you need to go back to make changes, go to your page’s About tab and click Edit Page Info. Here are the fields to fill out:

• Username — Adding a username makes your page easier to find because the name appears in your URL ( Facebook.com/YourUserName ) instead of a string of randomly generated numbers.
• Description – Let people know what your page is about in 255 characters.
• Categories – Categories can help people find your page. Choose up to three categories.
• Contact information – If you have a business phone number, website, and email address, add them here.
• Location – If you have a physical store, share your address here. You can also include a service area.
• Hours – If you are only open during selected hours, state them here.
• More – Here you can add a list of your products, price range, and a link to your privacy policy.

All of these details will appear in the About section of your Facebook Page, where you can add even more information, such as your business’ story, awards, menu, etc.

Add collaborators to your page

If you plan on sharing your Facebook marketing duties with a team , you’ll want to grant access and assign roles to various folks. To add collaborators, go to your page settings and the Page Roles section. You can type in the name of any Facebook friend or person who has liked your page. Alternately, you can type in an email address associated with a Facebook account. Either way, you must be Facebook friends with anyone you add as a collaborator. Role options include:

• Admin – Complete and total access to everything.
• Editor – Can edit the page, send messages, and post as the page, create Facebook Ads , see which admin created a post or comment, and view insights .
• Moderator – Can respond to and delete comments on the page, send messages as the page, see which admin created a post or comment, create ads, and view insights.
• Advertiser – Can see which admin created a post or comment, create ads, and view insights.
• Analyst – Can see which admin created a post or comment and view insights.

Optimize your Facebook Business Page

Once you fill out the basics, you can further optimize your page with customization options. While on your page, click on the More drop-down menu and select Edit Tabs. From there, you can select templates that cater to different types of businesses such as Nonprofit, Shopping, Services, Restaurants & Cafes, etc.

Each template has a default call to action (CTA) button and tabs that you can preview by clicking on the template. For example, the Restaurants & Cafes template changes your primary CTA button to Get Directions and includes tabs for your menu, offers, reviews, and photos. Once you select a template, you can customize your tabs by either removing the ones you don’t need or rearranging them to list the most important ones first.

Schedule a baseline of Facebook posts before promoting your page

While it’s tempting to share your professional Facebook page the second you finish creating it, we recommend you get some content ready before you start inviting all your friends to Like the page. Before you promote your page, publish three to five posts and have at least another week’s worth of content planned out and scheduled. Experiment with different types of social media content such as video, images, short text posts, long text posts, links, Facebook Lives, Facebook Stories, etc. In 2020, status (text) posts earned the highest average engagement rates, but it’s important to use a range of post types so you can appeal to a larger audience. Remember — the more often people engage with your content, the more often your posts will show up in their News Feed, so figuring out what types of content your fans interact with is key.

When your page is promotion-ready, link to it on other social media networks and your website, and then invite friends to Like the page. If you have page collaborators, they can send invites to their friends as well.

Get started with Facebook Page Insights

As of June 30, 2021, Facebook shut down the Facebook Analytics tool, which allowed you to build reports for both Facebook business pages and Instagram business accounts. However, Page Insights are still available. When you look at your Facebook business page, you’ll see an Insights tab on the left side of your Facebook menu, between Notifications and Publishing Tools. At the top of the Insights page, you’ll see your stats such as Page Likes, Post Reach, and Engagement for the week, along with a comparison to the same stats from last week.

Facebook Insights also gives you a closer look at audience demographics such as age, gender, and location. Plus, you can check what days and times your fans are online by going to Page Insights then Posts. There’s no single best time to post on Facebook, but posting when your fans are active online is a great start. For more guidance on scheduling posts at optimal times, check out our guide for finding the best times to post on Facebook for your brand.

For more in-depth insights, use Buffer's analytics dashboard to dig into how each individual post performs. Not only can you monitor key metrics such as engagement rates and total reach, but you can also build and share custom reports that align with your business’ social media goals.

Keeping track of how your content performs helps you continuously cater your content to your audience’s preferences. For example, you might discover that your engagement rates are highest on video posts, but your text posts get the highest number of shares. So, if you’re looking to boost engagement, you’d focus on sharing more videos, and if you’re trying to increase brand awareness, you’d include more text posts.

Once you’ve got the hang of Facebook Analytics, check out our social media for small business guide to learn how to use those insights to fuel your Facebook marketing strategy.

Manage your Facebook Business Page with Buffer

Learning how to create a Facebook Business Page is just the first step. Once you have your page, it’s crucial to be consistent with your content. You don’t want to spend all that time customizing your page and building up your following and then only post sporadically. Rely on Buffer to manage your Facebook posting schedule and analyze your results, all in one place. Get started today with a free trial .

Did you find this article helpful? You might also like our all-you-need social media toolkit.

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Facebook Business Model

The Facebook business model is a multisided platform . Although other brands have called themselves “social networks” before, such as MySpace or Orkut, it’s fair to say that the first to turn this digital environment into a successful business model is, no doubt, Facebook. With over 15 years in the market, Facebook now has more than 2 billion users all over the world, and it keeps active and growing.

Also, due to the acquisitions that the company has been taking on brands — and competitors as well —, like Instagram and WhatsApp. In spite of all the speculation about selling users’ data, Mark Zuckerberg, Facebook’s founder, states that this has never been — and never will — the network’s revenue stream. Even because it wouldn’t be financially healthy for its own business. But, if that’s true, then what’s Facebook’s Business Model ? How does Facebook make money? Let’s take a closer look.

More than a social network

According to Zuckerberg , as he was developing Facebook, he wouldn’t have the ambition to build a worldwide enterprise. Unlike that, he would only realize that one “could find almost anything on the internet — music, books, information — except the thing that matters most: people”. Nowadays, Facebook has several other companies under its “umbrella”. Among them, there are Instagram, WhatsApp, Oculus (virtual reality tech), Moves (step counter app), and more.

A brief history of Facebook

Facebook’s history goes back to 2003, when the founders Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes were studying at Harvard University. It began as an online service where students would judge each other’s appearance, called Facemash — but it was shit down on only two days, for violating some policies. In January of the next year, the four of them developed thefacebok.com, a social network for Harvard students to post photos and personal information.

As its popularity grew, thefacebook.com was open for students from other institutions to join. By the end of 2004, over one million people had registered and, in the same year, companies such as MasterCard offered to pay for advertising on the website.

In 2005, the social network removed the “the” and became only Facebook, and high-schoolers and students from outside the United States were allowed to join. That enabled the website to jump to six million users.

The next year, anyone above 13 years of age would be welcome. In 2008, Facebook surpassed MySpace and, four years later, it became a public company, with its initial IPO raising $16 billion, which lead its valuation to $102.4 billion.

Who Owns Facebook

Facebook is owned since its foundation by Mark Zuckerberg , through its holding group, Facebook Inc. After acquiring Instagram and WhatsApp, Zuckerberg decided it was better to rename the holding group to separate the Facebook social network from the group. So, in October 2021, Facebook Inc. was relabeled to Meta Inc., with Zuckerberg as its CEO and owner of all the companies of the group.

Facebook’s Mission Statement

Facebook’s mission is to give people the power to build community and bring the world closer together.

How Facebook makes money

The great revenue stream of Facebook is the targeted advertisement, due to the benefit that the platform offers, of allowing the advertisers to reach their target audience, through information the network collects from its users. And, according to Zuckerberg, that’s precisely why it wouldn’t make any sense for Facebook to sell its users’ data. It would be cutting its own throat, as the platform would be handing over its greatest differential.

Soon, the advertisers wouldn’t need Facebook anymore. Facebook’s trump card is exactly to permit its advertisers to invest money in the right audience. Within more than 2 billion profiles, the businesses are able to have their products/services viewed only by American 25-30-year-old females, who have a degree and are interested in marriage, for example.

That’s the way advertisement became accounting for 97% to 99% of Facebook’s revenue. The other 3% or less is made up of payments received by games played and products sold on the platform, private social network services to businesses, and other products offered by each of the brands under its umbrella, such as Oculus, a Virtual Reality device.

Facebook’s Business Model Canvas

Let’s see what the Facebook’s business model canvas looks like:

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Facebook’s Customer Segments

• Users: They are the biggest customer segment of Facebook, and stand for one-third of the world’s population! They are all the people who have their profiles in the network and use them to interact and communicate with friends and other people with similar interests around the globe. They don’t pay Facebook anything and, thus, they are not directly responsible for the business revenue. However, they are the basis that makes Facebook interesting for the ones who do pay;
• Businesses and advertisers: This is the segment involved in Facebook’s revenue. It encompasses all the brands and businesses that advertise on the social network. They pay to have ads for their products and services on the platform, which, from its side, offers a more qualified audience. Due to the information that Facebook collects from its users, the company is able to target advertisements on its platform, allowing brands and businesses to have their ads viewed by its target audience. Anyway, although these are the revenue providers, they will only keep their interest as long as the non-paying user base is wide and qualified;
• Developers : It’s the smallest customer segment, and it includes the ones who develop apps and games through Facebook’s platform.

Facebook’s Value Propositions

As Facebook has three diverse customer segments, each segment will perceive the brand’s value differently. That said, let’s divide the value proposition by segment:

• For users : The greatest benefit is to keep in touch with family and friends, via text and picture posting, and by interactions through comments and direct messages. This is especially relevant for the ones who travel a lot or live far from their loved ones. Another advantage is the availability of entertainment and information. Facebook is useful both for those who want to get entertained by the lives of their acquaintances and for people who use it as a source of news and current affairs;
• For advertisers: The possibility of targeted campaigns, focused on their particular target audience, has been of great value for brands. By achieving greater penetration in its main audience, companies also get greater engagement in their customer segment of interest. Another relevant point, especially for small businesses or young companies is that the tools to advertise on Facebook are quite simple, in the best “do it yourself” style, which reduces the need to hire someone to develop their own advertising content;
• For developers: Facebook is an amazing platform for developing apps and games, and it offers a wide range of views and disclosure. Besides, there is a great network of providers for advertisement services.

Facebook’s Channels

It’s quite clear that the main distribution channels of Facebook are its own website and app, because that’s where users find each other, and advertisers access their audience. Inside that, the channels can be divided into feed, notifications, direct messages, and stories. Other channels include the app stores, other products of the company, e.g. Instagram and WhatsApp, and, of course, word of mouth power.

Facebook’s Customer Relationships

Facebook’s customer relationship is based on its own platform, which is very user-friendly, as it allows users to specify their profile configurations and use them with no hard time. In addition, Facebook has an international sales organization, that works alongside marketing and advertising agencies, to attract advertisers.

Facebook’s Revenue Streams

• Payment revenues (percentage fees)
• Ad revenues (CPM and CPV)

Facebook’s Key Resources

Within Facebook’s key resources , the only tangible one (but essentially digital) is its platform, which demands technological infrastructure. Aside from that, the other key resources are the network users and their content production, and the Facebook brand. The active users are the company’s biggest asset. Because, if there aren’t users, there is no audience to view the ads. And to make them engaged, there must be relevant content, to avoid churn. As for the brand, it’s a very powerful name, still the great synonym for “social network”, indeed.

Facebook’s Key Activities

Above all key activities , it is the platform development and maintenance, in order to ensure a positive experience and avoid negative effects on the social network. Then, besides all the infrastructure that the website demands, to keep it working properly and optimized 24/7, Facebook also needs to invest in good practices and control bad behavior within the network. Furthermore, the company focuses on user acquisition and engagement, data and information storage and security, talent hiring and retaining, and sales and marketing.

Facebook’s Key Partners

• Content developers, e.g. videos, games, texts, etc.
• Developers for compatible operating systems, browsers, and hardware
• Digital influencers
• Businesses and brands that advertise or directly sell on the platform
• Marketing agencies

Facebook’s Cost Structure

The biggest share of Facebook’s cost structure revolves around platform maintenance and its billions of users’ data storage. Besides, there is user CAC (cost of acquisition) by delivering tools that foster user engagement, research and development investment, marketing and advertising, customer support, and all the regular general and administrative expenses of a worldwide company.

Facebook’s Competitors

• Snap : Photo and video sharing app released in 2011, with 280 million active daily users. It is very popular among kids under 16 because the content disappears in seconds;
• LinkedIn : This professional network was launched in 2003. It aims at linking recruiters, employers, and potential applicants. The site is free to use, but it has some premium features, for its over 600 million registered users;
• Twitter : Free microblogging service founded in 2006. Its 180 million members can post short texts called tweets;
• YouTube : The video-sharing platform allows users to upload, view, and share videos. It was founded in 2005 and accounts for 2 billion regular users, who watch more than one billion hours of videos each day;
• Pinterest : This social networking site is for saving and discovering creative ideas. It was created in 2009, and it has around 480 million active users nowadays;
• TikTok : It is a social media app for creating and sharing videos or for live broadcasting. Founded in 2012, it is the newest one and has more than one billion active users currently.

Facebook’s SWOT Analysis

Below, there is a detailed  swot analysis  of Facebook:

Facebook’s Strengths

• Brand : Yes, Facebook has already been in the top 5 most valuable brands in the world. Now it is the 13 th one, but that still represents a very strong name, valued at over $35 billion;
• Portfolio : Diversification and acquisitions allow Facebook to protect its financial assets, as it does not put all its investments in only one sector. WhatsApp, Instagram, Messenger, Oculus, Workplace, Portal, and Calibra stand as major strengths for the business;
• Market dominance : Despite its declining user number, Facebook still remains the leader in the social network industry, with more than 2 billion users. And the 3 rd , 4 th , and 6 th places are occupied by WhatsApp, Messenger, and Instagram, respectively, which are part of the company;
• Loyal customer base : Around 30% of the world’s population uses Facebook and its family products (Instagram, WhatsApp, Messenger) putting the company in a very comfortable position;
• Good employer : HR policies put Facebook as one of the best employers in the world, thus attracting and retaining top talent;
• Leader : Mark Zuckerberg is a brand itself nowadays. His visionary leadership provides innovation, stability, and sustainability for the business;
• R&D : Facebook is one of the leaders worldwide in Research and Development investments, focusing almost 20% of its total revenue on innovation;
• Marketing strategy : Facebook is a very powerful marketing tool, as it reaches 2 billion people but enables target advertisement. That is why 97% to t99% of its revenue comes from ads.

Facebook’s Weaknesses

• Privacy: Facebook faces some decline in popularity and a bad reputation due to its lack of protection regarding users’ privacy and data;
• Overdependence on advertising : The business revenue is totally dependent on social media (the other brands of the family are in the same industry) and, as mentioned above, advertisement is basically the source of revenue for the business, leaving no place for other revenue streams;
• Fake news: Facebook has been under huge critics as a result of its incapacity for controlling misleading information.

Facebook’s Opportunities

• Portfolio : Facebook has the potential and resources to diversify its portfolio in order to avoid overdependence on social media and advertising;
• Integration with other applications : Facebook can be open to integration with many types of applications, such as e-commerce, podcasts, games, etc.;
• Different audience : With new features, Facebook can attract other target segments, besides tech-savvy youngsters;
• Acquisitions : Facebook has the potential to keep acquiring other companies, even from different industries.

Facebook’s Threats

• Competition: Facebook’s user number is declining, and much as a result of competition with old platforms as well as new entrants;
• Regulations : There are many new regulations regarding the Internet that can harm Facebook’s business model, such as ones concerning data safety, user privacy, intellectual property, etc.;
• Data breach : Data breaches can affect millions of users, by exposing personal information to the dark web;
• Digital taxation : This new tax is being adopted in the UK and European Union. If this kind of tax is implemented in other countries, it can jeopardize Facebook’s profits;
• Reputation : Data breaches, fake news, hacked and/or false accounts, and other scandals have tainted Facebook’s reputation, thus reducing usage.

-> Read More About Facebook’s SWOT Analysis

Despite all the accusations and controversies, Facebook is still booming. Although many people believe this social network is going to end soon, Facebook’s brand and business are going to certainly remain, investing in new approaches and brand names, as you may have noticed.

Who is Daniel Pereira ?

I love understanding strategy and innovation using the business model canvas tool so much that I decided to share my analysis by creating a website focused on this topic.

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Facebook Marketing

Facebook marketing: The complete guide for your brand’s strategy

Explore our comprehensive guide on maximizing your Facebook marketing strategy. Leverage our robust advice to enhance brand visibility, engagement and ROI on Facebook.

Reading time  19 minutes

Published on  June 24, 2024

Table of Contents

• Facebook remains a crucial platform for brand presence with over 3 billion monthly active users, especially favored by those between the ages of 25-34.
• Facebook marketing involves promoting a business via a Facebook business Page and utilizing its ad platform for organic and paid promotions across various post types (photos, videos, carousels, etc).
• Benefits of Facebook marketing include improving conversion rate by an average of 9.21%, incorporating ecommerce directly on the platform and utilizing Facebook analytics for precise audience targeting.

Social media platforms come and go, but Facebook remains crucial for building a brand. With ~3 billion monthly active users, Facebook is by far the most popular social network in terms of activity.

Our 2023 Q4 Pulse Survey data also revealed that Facebook remains the top platform where most consumers intend to post and share content, followed by Instagram and TikTok. This makes Facebook marketing one of the most compelling ways to enhance your brand identity and share of voice.

Our in-depth guide will help you use Facebook to its full potential and navigate the platform with the tools available. Watch the video below to hear why you shouldn’t sleep on incorporating Facebook into your social media marketing strategy .

What is Facebook marketing?

Facebook marketing is the act of promoting a business or brand and its products/services via a Facebook business Page. By fully optimizing these business Pages, brands create a second website of sorts, where you can advertise and sell products and services directly to your target audience. Facebook’s ad platform enables you to go beyond organic promotion, creating paid posts in various post types (i.e., photos, carousels, videos, links) to maximize engagement.

Thus, with a well-planned strategy, you can use Facebook to support the full customer experience from awareness to purchase and loyalty.

Benefits of Facebook marketing for your business

There are several reasons to include Facebook in your social media marketing strategy. This includes enhancing brand awareness, increasing customer engagement and reaching new audiences. Facebook has the potential for significant brand amplification and return on your investment with over 62% of U.S. social commerce buyers using it regularly.

Not convinced? Here's a breakdown of our top five picks for why Facebook marketing must be on your radar when planning your marketing strategy.

Improve your brand’s visibility

While 72% of Facebook users are primarily on the site to keep up with friends and family, a sizable number visit it for customer service, entertainment and to follow brands. This means you can present your brand to visitors whose motivations range from idle curiosity to active engagement, which includes purchases. The average conversion rate on Facebook for sales is 8.25% across industries.

Create more engaging content

Facebook offers ongoing opportunities to engage your target audience. What’s considered “engaging” depends largely on your industry and the type of business you run.

For example, retailers can use Carousels or Stories to show off a new product line or UGC. B2B brands and service providers might publish video testimonials. A food brand might poll followers about a new flavor.

From images and interactive content to videos and beyond, there’s no one-size-fits-all approach for how to market on Facebook with content.

Beyond organic posts, Facebook supports ad content in four formats : images, video, carousel and collections. This gives you four ways to use captivating visuals to engage prospective customers.

Appeal to your target audience

Facebook analytics provides a wealth of data about your performance and audience preferences. Use this to tailor your content to meet your audience's needs and wants, increasing your engagement and improving your brand experience. Facebook ads also contain sophisticated tools for market segmentation, including:

• Geographic : Choose a specific region or define it by population density.
• Demographic : Select age, gender, marital status, family status and occupation.
• Behavioral : Define groups by brand loyalty or user status (from non-users to regular users).
• Income : Select from lower, middle or upper class.
• Lifestyle : Segment by interests, according to keywords used in searches.
• Interests : Choose interests that intersect with the common pursuits of your chosen group

Selecting your target audience using these parameters when creating an ad campaign ensures you get the best return on ad spend (ROAS).

Incorporate ecommerce directly

Create online stores directly within the platform and make them visible on Instagram to reach more audiences.

You’ll need business accounts on both sites to do so but the set-up process is relatively straightforward.

Once you’ve created your accounts, refine your online catalog to target new and returning customers like State Bicycle Company , with over 400,000 followers, does when promoting its wide range of single-speed city bikes.

The community vibe associated with Facebook means the brand can create a Page that effectively blends news, articles, offers and competitions.

Easily measure your results

Facebook provides one of the best suites of social media analytics. We’ve produced a comprehensive guide to Facebook analytics , so here we’ll outline just the basics.

Facebook offers metrics on likes, comments, shares, Page views and other key performance indicators (KPIs). Track each customer’s journey to your Page to learn what strategies are proving most effective. Use Facebook’s analytics suite to further understand:

• Reach : See the number of people who saw and engaged with your posts, including negative interactions, such as hiding or reporting posts for offensive content.
• Engagement : Engaged users are those who clicked anywhere in your post and those who created a Story about your Page post. Monitoring your Facebook engagement keeps a pulse on your Page’s growth.
• Likes : The number of likes tells you if your content resonates with your audience. Check what’s consistent about the posts that get the highest/lowest likes and you’ll likely find a pattern.
• Video stats : Check out how users interact with your video content, including how long your content was viewed.
• E-commerce : Facebook provides insights and analytics through its Meta Page Insights tool and Meta Ads Manager for metrics on post engagements and reach . You can also view metrics on ad click-through rates and conversion rates. For more detailed e-commerce data like sales performance metrics, product views and customer demographics, you may need additional tools.

If you’re using Facebook to drive off-platform performance, Facebook Pixel lets you track user interactions and conversions beyond the platform and onto your website.

How to use Facebook marketing

To put your Facebook marketing into action, you’ll need a business Page and a Facebook ad account.

The first gives you a public-facing location, forming the focus of all your activities. Here’s ours:

A Facebook Ad Account via Meta Ads Manager allows you to create and position campaigns to raise awareness of your brand and convert prospects to customers across Facebook and Instagram.

Let’s take the process step-by-step.

Create a Facebook Business Page

To reap the benefits of your Facebook marketing efforts, you’ll need a fully fleshed out Facebook Business Page . Your Page represents your brand and first impressions can go a long way, especially in a digital terrain where everyone’s vying for your target audience’s attention. More importantly, your Facebook Page is also a medium to provide your customers with important information and address their queries. So let’s get into the details of how you can develop an efficient Facebook Page for maximum impact.

Step 1: Create a new, dedicated Page

On your main Facebook profile, click on “ Pages ” and “ Create New Page ” to generate your business Page. Give it a name and category, indicating the sector relevant to your brand. The name should match your brand or business name.

Step 2: Add biographical information

The optional “bio” section is where you’ll describe your business, what it offers and what makes it unique. When you’re finished, click “ Create Page .”

Step 3: Provide business details

You want customers to be able to contact you, so here’s where you provide that information.

Step 4: Design your Page’s look

Here’s where you make your Page truly eye-catching. There are two main visuals to consider: the cover image that runs across the top of your Page and the circular profile image that sits on top.

Ensure your image choice aligns with your brand style book and visual strategy. Some brands lead with a founder or CEO photo for their profile picture, while others opt for their logo. Use whatever fits best with your brand’s visual identity.

Optional extras include action buttons like “Book now” or “View shop,” and various other options for direct messaging (including Facebook messages , WhatsApp messages and email.)

Create a Facebook Ad Account

Once your Facebook Page is up and running, you’ll need to create an ad account. You do this from your Meta Business Suite (formerly Facebook Business Manager) dashboard. If you don't have a Business Manager account, don’t worry, we’ve created a comprehensive guide to Facebook Business Manager too.

Note that you can only complete the following steps if you are a page administrator, or have been assigned an admin, editor or advertiser Page role by an existing Page administrator.

From your Meta Business Suite dashboard, here are the steps to set up an ad account:

Step 1: Link your new Page

Under “ Pages ” click on “ Add page ” and your Page will be visible from the Business Manager.

Step 2: Create a new ad account

Under “ Ad accounts ” click on “ Create Ad Account ” (or “ Add Ad Account ” if you already have at least one account you’re using).

There's a limit set by Facebook on the number of ad accounts a business may hold, which increases with advertising spend. You can check your ad account limit in Business Manager .

Step 3: Name the new account

Give your new ad account a name and complete the time zone, currency and payment method details. Select the Business Page you added earlier to link it to the new ad account.

Types of Facebook posts to use in your strategy

Create a dynamic feed with engaging content with a mix of content formats that engage your audience in various ways.

There are several different post formats you can use, including:

Text-based content that doesn’t have dynamic elements. These posts can be simple as announcements or even questions posed to your target audience.

Conventional wisdom says that text-based content without links will earn more engagement on Facebook as it keeps people on the platform.

Static images that showcase your brand. These posts might include customer photos and UGC, pictures of your latest product launch, behind-the-scenes images of your day-to-day life and everything in between.

Videos can vary in length and are used to showcase interesting content such as interviews, product demonstrations, seasonal content, helpful hints and animations. These videos are typically horizontal and longer-form versus Facebook Reels which resemble vertical video content on Instagram and TikTok.

Stories are short and temporary content such as photos or videos that disappear after 24 hours and can be viewed on Facebook, Messenger and Instagram.  These posts can be either static photos or videos and appear in your followers’ Stories feed on Facebook .

Stories can be used to supplement new posts and announcements, essentially serving as a way to stay top of mind among your followers without being restricted by the algorithm.

These short-form videos are akin to those found on Instagram or TikTok with highly-entertaining clips designed to capture viewer attention quickly. Many businesses and brands will use creative captions and descriptions to keep viewers based on the videos’ thumbnails and opening frames.

How to create a Facebook marketing strategy

There are numerous factors to consider while developing your Facebook marketing strategy. If you’re building your Facebook strategy from scratch, here are tips that serve as building blocks needed for Facebook marketing strategy.

Set goals for your Facebook marketing

Facebook is used for several different purposes so take a systematic approach and think carefully about your goals. Is it to raise brand awareness, build customer loyalty or increase conversions? Here are some goals to consider for your strategy:

• Add more value to the brand: Per The Sprout Social Index ™ , 68% of consumers follow brands on social media to find out about new products or services. Make Facebook your go-to source for brand awareness, leveraging the global platform to introduce your brand to new audiences while also keeping it top-of-mind for existing customers.

• Connect with customers: Our Index also found that 51% of consumers think the most memorable brands on social respond to customers. This is your chance to use the platform not only to reach new audiences but also to nurture customer loyalty.
• Improve sales: Improving the quality of sales starts with better targeting. Reach your target audience more efficiently through a well-planned Facebook marketing strategy. Test various targeting options and content types to see which generates the most conversions and quality leads, improving your ad spend and social selling.
• Recruit efficiently: Facebook can also support your recruiting efforts, like reaching top talent faster. Use the platform to showcase your brand values and culture to promote your employer branding.

Define your Facebook target audience

One of the major advantages of marketing on Facebook is the ability to target a highly specific slice of those 3 billion monthly users. You can do this by using Facebook’s Audience Insights tool.

This provides information about Facebook users in general and the specific subset of users who have interacted with your Page, by following, commenting, liking, sharing, etc.

The Insights dashboard will reveal where your followers are located, their age and gender, and useful information about content preferences. It also informs you which devices people use to access your Page. Use insights you draw from the tool to build out the organic side of your strategy and create highly targeted advertising.

Some of the ways you can use the dashboard are:

• New audiences: Select your target locations, demographics, behaviors and interests.
• Custom audiences: See existing audiences you’d like to contact with new products, services or offers.
• Lookalike audiences: Discover audiences similar to people who have liked or otherwise engaged with your Page.
• Saved audiences: Save and view targeting parameters you saved for future use. For instance, you might have a US-based demographic aged 25–40 saved, but also a global 18–25 audience.

By being highly specific about who you are targeting with your Facebook marketing efforts, you’ll ensure a better ROAS and conversion rate and see an increase in your organic growth.

Establish an engaging content publishing calendar

Content is crucial when it comes to Facebook marketing for business purposes.

Coming up with a social media content strategy requires a combination of brainstorming, audience research and a bit of creativity. Coupled with the various types of Facebook posts we talked about earlier, you can start to plan the big picture of your content calendar to continuously engage followers without scrambling for new ideas.

Here are some tips and best practices to help kickstart your calendar:

• Embrace content variety. Sticking to a single type of post or format leaves little room for experimentation and likewise could bore your followers. To satisfy your customers and the algorithm, consider testing different types of content including a combination of photos, videos, Reels and Stories.
• Come up with content themes. For example, you might decide to post a weekly question or discussion every Thursday or a group selfie with your team on Saturdays. Themes not only help with publishing consistency but also make coming up with new posts less daunting.
• Feature your customers in your content when possible. This can be done by asking questions or publishing UGC from your followers. This takes the burden of content creation and driving engagement off your business. For example, a clothing brand might ask followers who picked up their latest drop to post a photo in the comments section showing it off. Polls are also great for driving engagement this way.’

When in doubt, take a peek at what your favorite Facebook Pages and competitors are posting. Doing this can also give you a better idea of how often to post for the sake of consistency and feeding the Facebook algorithm.

Boost posts or leverage Facebook ads to generate leads

Incorporating a paid marketing plan with your larger Facebook strategy will give you a comprehensive strategy that engages and converts your audience. Your paid strategy should include boosting organic posts and traditional Facebook ads.

Boosted posts enable you to focus on Page engagements, clicks and promotions. They appear in the feed like organic posts and are a great way to quickly reach new audiences with a successful organic post. Facebook ads created in the Ads Manager are aimed more at drawing new customers, are more targeted and appear in feeds as an ad.

You must determine your monthly ad budget so you’re able to efficiently manage ads to increase reach, generate more sales and build brand awareness while using spend wisely. Targeting a broad audience isn’t a bad thing, especially at first, so you can see what works best to build awareness. Then as you see a pattern, build out custom audiences based on user behavior and interests to fine-tune your Facebook advertising strategy over time.

If it’s a retargeting measure, make sure the content provides something recognizable but also something new.

Your ad design should focus on:

• Identity : Does it relate to your brand and effectively showcase your product/service? Are your logo and business colors correctly displayed?
• Reward : What do viewers get out of it? Is it a deal, promotion, offer code, whitepaper or industry guide?
• Tone : Does your content maintain the same tone across your entire Facebook Page or business in general?
• Action : Your content must drive an action, which goes back to your Facebook goals. A clear and precise call to action is best.

Use product photos, branded graphics or videos to help capture your audience's attention. Make sure your ad copy entices the viewer to take action.

Post when your followers are most active

Facebook marketing only works when your chosen audience is paying attention. Ensure your content posting schedule is optimized to reach the largest audience by posting at times they’re most active on the network.

Sprout identifies the Optimal Send Times for your brand by using algorithmic analysis of the Facebook platform and your posting history to identify when your audience engages most. These times are continually updated and revised to help you post when it counts most.

Check out our article on the best times to post on social media for details like posting based on your industry and more.

Use Facebook bots and other interactive tools

Chatbots and interactive tools are automated solutions to engage with your audience. Bots can be programmed to answer a large volume of common queries, freeing up your social teams for more complex tasks while ensuring your customer gets support 24/7. Interactive tools help enhance audience engagement and can be used to promote quizzes, polls, surveys, contests and other interactive content.

Take advantage of Facebook chatbots for customer service to answer predictable queries and respond to compliments and criticisms. These bots can also be used to recommend new products to individuals likely to engage or respond with targeted marketing content in response to search queries. For instance, when a Page visitor searches for “winter footwear,” your bot might throw up advertisements for your shoe brand, or for related items such as scarves or hats.

With chatbots becoming more intuitive and popular, it’s easier to give customers the information they need faster and keep them happy. As the Index data showed, 23% of customers expect a brand to respond to their query within two hours.

Use a content calendar to post and schedule fresh content

Content creation and curation are important components of any social media strategy. Creating a content calendar ensures you’re engaging with audiences regularly and have a steady flow of relevant and fresh content. This is especially useful during the holidays.

But if you're posting everything in real time, you'll only have time for your Facebook content production and not much else. This is why scheduling your content out in batches is key.

For scheduling Facebook content , you have both free and paid options available to you. Facebook’s Page controls allow you to schedule your posts right from your Page. Sprout enables you to schedule Facebook posts and post across your social platforms, as well as pick the best times for you based on your highest expected audience engagement.

Scheduling and planning your calendar makes it easier for you to see where gaps are in your social content strategy. Using a tool like Sprout not only helps visualize this, but also collaborate with other team members to create, review and approve content.

Engage proactively with your audience

Like most social media channels, Facebook is built as a network to converse, discuss and share content. That means conversation and engagement should never be put on the back burner. Incorporate a plan to build a community with your audience. Use Facebook to hold industry chats or discussions, whether it’s with subject matter experts or your customers. Engage existing customers with interesting content, build customer care relationships and attract prospects with what differentiates you from the crowd.

Work to create content that solicits engagement from your audience—but also don't be afraid to ask for engagement as well. Have your audience react to your posts to vote on something. Ask questions. Share polls. The possibilities are endless to start building up your Facebook engagement .

Track and analyze your results

Keep an eye on the metrics you identified earlier in goal setting and analyze the results to understand your Facebook marketing strategy’s performance and determine your ROI . Sprout’s Facebook analytics enables you to see if you need to change the types of content, ads and engagement strategies you're employing or if what you're doing is working.

Monitor to see if your Facebook performance is increasing or decreasing month-over-month, so you can make any necessary changes to continually drive growth and performance in your Facebook marketing strategy.

4 successful Facebook marketing examples to inspire your brand

Below, we’ve selected four brands who, in different ways, have excelled with their Facebook marketing campaigns.

BMW has over 20 million followers on Facebook thanks to its image-driven content which highlights their innovations and style. The brand showcases its technology and automotive aesthetics using both brand imagery as well as user-generated content. Its posts also reflect special events and holidays.

Note their use of hashtags and emojis to add personality to what could easily otherwise seem a bit corporate. The “Learn More” button on the top of their Page leads to their main consumer site. There’s also a “mentions” tab at the top of their profile which takes the visitor to all their latest model reviews and customer comments.

Takeaways: Stunning imagery doesn’t have to be expensive. Leverage your user-generated content where you can to highlight your positive reviews and showcase your offerings. Plus, make sure you give your audiences access to more information so they can explore your brand even further.

Makeup retailer Sephora uses its Facebook to regularly engage with its audiences and keep them invested in the brand. They focus on striking visuals and dynamic content formats, including high-quality images and videos to promote the various brands under their umbrella.

They also use the page to promote quizzes, polls and makeup tutorials and to showcase influencer content that entertains and educates their audience. The brand’s Facebook Page is also a major tool for prompt customer service. They encourage customers to DM them for more information so they can address concerns through private messages and comments.

Takeaways: Combine your creative content with prompt and personalized responses for more dedicated customer care. Last but not least, promote your other customer care channels for maximum engagement and impact.

Wendy’s is known for their social content. On Facebook, they use a mix of video and static content, including user-generated content, to build and sustain momentum around their different menu items and special offers. Plus, they respond to almost all post comments.

They also publish posts simply to engage in conversations with their followers—a strategy that's paid off. Audiences know the brand engages with them and this has built trust and customer loyalty.

Takeaways: Choose a brand persona for your Facebook presence that matches your brand values and amplify it in your content and responses. Keep your audiences engaged by responding to them promptly and ensure steady customer care to boost customer delight.

Pizza Hut’s strategy is straightforward. They use the platform to share mouthwatering posts and videos of their dishes. They also use the platform to showcase community engagement and announce promotions and specials such as discounts, limited-time deals and new or limited-time menu items. They also run contests and polls where audiences share their favorite menu item or pizza toppings.

Takeaways: Your product is your unique selling proposition (USP) and your customers and followers are your strength. Don’t hesitate to leverage them for creating engaging content and enhancing your share of voice. Encourage your followers to submit creative content related to your brand and share their experiences. This increases community engagement and also gives your teams plenty of content to build on.

4 Facebook marketing tools to optimize your strategy

Facebook has many native and third-party tools to help you manage your Facebook marketing strategies. We’ll finish by highlighting just four of them. For a longer rundown, read about 12 Facebook marketing tools that can help your business scale on the platform.

Sprout Social

Use our suite of social media tools to optimize your Facebook marketing across content scheduling and audience analytics.

Manage and schedule your social media assets and receive detailed analytics on campaign performance and audience interaction through intuitive dashboards. Analyze everything from individual post reach to audience growth and ROAS from a single source of truth while managing all your other social channels.

Use Sprout’s Listening tools to understand your audiences and discover trends and topics your target audience is interested in. Find out what kind of content is resonating the most, how your audience growth is shaping and how your competitors are doing in the same space. Understanding what’s working and what’s not can help you put these Facebook marketing tips into action.

Creator Studio for Facebook

Facebook’s Creator Studio helps users schedule posts, track social assets and monitor posting performance for actionable insights. It integrates with Instagram, and with Meta’s several ad features. It’s available for download on iOS and Android devices so you can manage your Facebook Page content and connect with your audience anytime, anywhere.

Using just this tool, you should be able to track trends and create an approval workflow. It’s important to note though, that it’s limited to managing only Facebook networks.

Facebook Commerce Manager

For direct selling on Facebook and Instagram, this tool helps you establish a shopfront presence on both platforms. With Facebook Commerce Manager , you can create catalogs and customizable collections to help your buyers find exactly what they need, and push products they may want.

Customer service can be managed from the tool too, as well as returns and inventory management.

Facebook ads library

If you need a little inspiration, Facebook’s ads library is a great resource for finding out what worked, who partnered with whom and what your competition is up to.

It’s a searchable database of everything that’s running or has run across Meta’s platforms.

For each brand searched, you will see when their page was created, what ads are running and even ad spend (for political or social ads only). Using this tool before you craft your campaign may help you stand out from the competition.

Manage your Facebook Pages and Messenger conversations more effectively

Facebook marketing can be a complex process involving audience targeting, content creation, performance analysis and competitive intelligence. However, using Facebook’s various resources and integrating the advice above will enable you to optimize your Facebook presence.

Growing that presence from the ground up can be daunting, especially if you’re starting from scratch. Consider going beyond the platform’s native tools Sprout’s Facebook marketing template to structure your strategy and maximize your time spent marketing on Facebook.

As you build your community, use Sprout’s Facebook management tools to simplify your workflows, get deeper audience insights and manage your Pages all in one place.

Facebook Marketing FAQs

Yes! Users can find free courses on Facebook marketing on Meta Blueprint for those who want to strengthen their marketing skills across Facebook, Messenger, Instagram and WhatsApp.

It’s easy to create a Facebook business page ! Head to Facebook.com and click the menu icon (nine dots) in the top navigation bar. Click  Page under the  Create menu to get started. From here, Facebook will walk you through all of the information you need to fill out in order to completely optimize your business page.

Facebook has a variety of uses as a marketing channel. This includes being a place to run ads, build communities, provide customer service and promote new products. Some small businesses use Facebook as an alternative to their website. Meanwhile, many big brands use Facebook primarily as a service channel or ad platform.

Running Facebook ads is one of the fastest and most straightforward ways to advertise both your Page and build brand awareness on Facebook. Other common ways for businesses to drive engagement include interacting with groups and communities in addition to consistently publishing content.

Additional resources for Facebook Marketing

A Facebook Marketing Template to Refresh Your Strategy and Increase Your Reach

• Social Media Publishing

12 Facebook publishing tools for your brand in 2024

• Social Media Content

The picture-perfect Facebook cover photo size

Facebook Event photo size & dimensions guide

• Social Listening

Facebook automation: The ultimate guide for your brand

Creator Studio for Facebook and Instagram: A guide for marketers

• Social Media Advertising

How to build a Facebook business Page that attracts customers

• Social Media Strategy

12 Facebook marketing tools to help your business scale

• Social Commerce

Facebook Shops: What are they and how to drive more social sales

7 Fundamental Facebook best practices to grow your presence faster

• Community Management

How to build your community with Facebook Groups

A step-by-step guide on how to use Facebook Business Manager

Facebook Lookalike Audiences: How to optimize ads to reach new customers

5 brilliant Facebook campaigns (& why they worked)

15 Facebook post ideas to increase engagement

Top Facebook trends to try in 2024

• Social Media Analytics

How to use Facebook tools to boost your success

12 Ways to use Facebook events for your brand

• Social Media Engagement

Expert tips on using Facebook for your small business

The new Facebook features every marketer should know about

Instagram vs Facebook: which is best for your brand’s strategy?

Cover photo

How to Measure Your Facebook ROI

Your Handy Guide to Facebook Marketing Terms

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

Zuckerberg: Startups Don't Need Or Have The Time To Write A Business Plan [FLASHBACK]

Facebook founder and CEO Mark Zuckerberg shared some words of wisdom about building his social network and leading a business in an interview with Business Insider back in 2009 .

We are republishing an excerpt from t he full interview below where Zuckerberg, in a much more formal attire than his present day hoodie look , talks about whether startups should spent time and effort on testing and researching the market and writing a business plan.

Produced by Bright Red Pixels

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Announce and let the customers know if your business is open and not by using this Business Hours Template. This PDF template can be customized and personalized by using the PDF Editor.

Scope of Work Template

Establish the responsibilities of the service provider by using this Scope of Work Template. This document will show the list of work and tasks that should be performed by the service provider.

Custom Sales Funnel Plan

Curriculum Vitae

Curriculum Vitae Template will provide you with all the necessary information that you need for your recruitment procedure and automate the job application process of your business.

Preliminary Notice Template

Notify the parties involved like the property owner, hiring party, notifying party, and contractor about the construction project by using this Preliminary Notice Template. This PDF template can be customized if needed via the PDF Editor.

Credit Analysis

Retainer Agreement

Create retainer agreements online. Free, easy-to-customize template. Fill out on any device. Collect e-signatures. Save time with automation tools.

Business Plan Financial Template

Create a business plan financial template with Jotform Sign. Drag and drop to customize. Fill out and e-sign from any smartphone, tablet, or desktop.

Transaction Summary

Employee Code of Conduct Template

Create a professional code of conduct to send to your employees. Can be signed from any smartphone, tablet, or computer. Easy to customize and share. No coding.

About Simple Business Plan Templates

Plans, strategies, roadmaps – Businesses rely on these things to gain perspective on what’s about to happen. Milestones laid down in strategic and careful planning for growth and expansion, visions of where the company’s headed 10 years from now, goals that should meet timelines, all these require a smart, prudent and calculated planning.

Whether you’re a startup, an SMB, or close to a Fortune 500, a solid business plan is crucial. And of course, writing business plans is a huge task. But, what if you needed something that requires input from others though? Say, an online form or a PDF template where responses from your colleagues and managers matter? Well, here’s a collection of PDF templates for business planning.

These are beautifully designed templates, specifically tailored for businesses and companies who don’t know where to start. The hard part was already done and that’s designing the template. These will serve as boilerplates for whatever milestone your business needs. You won’t need to worry on building something from scratch, you just need to focus on the content. Some of these templates will contain or collect executive summaries, opportunities, expectations, execution, financial plans, forecasts, the whole nine yards.

Business plan templates help give a clear vision of what lies ahead. They help you get things organized, planned out, and help you check off items from your to-do list more efficiently.

Frequently Asked Questions

1) what are the seven parts of a business plan.

• Executive summary. This is an overview of your business plan. The executive summary should include your company’s offerings, mission, goals, and projections. Think of it as the elevator pitch for your business plan. If you can’t get investors interested here, it’s unlikely they’ll want to keep reading.
• Company description and history. Describe your business’s legal structure and history in addition to what you do. If you just started this business, you may replace company history with your leadership team’s experience. The purpose of this section is to explain the company structure and build confidence in the people running the company.
• Products and services. Talk about what your company offers, whether that’s products, services, or a combination of the two. Describe your products and services in detail. Explain what makes your offering unique, what your profit margins are, what kind of demand you’re seeing for it, etc.
• Market and competitor research. Investors want to know if there’s demand for your offering. Describe the target market and how your product or service benefits potential customers. Include projections of where the industry is headed over the next few years. Additionally, detail your competitors and how saturated the market is.
• Sales and marketing strategy. This part of the business plan explains how you’ll promote your product. Outline elements such as your ideal customer profile (ICP) as well as your marketing channels, budget, and methods.
• Operations and logistics. Explain how you’ll source materials if you sell products as well as the technology you need to deliver such products and services. Also, provide details about your team, like how many people you’ll need and how you’ll manage employees.
• Financial plan and projections. It’s crucial to prove that your business will be financially viable. For this, you’ll need revenue and expense projections. Many investors want to see sample account statements, balance sheets, and cash flow projections.

2) How do you write a business plan?

Your business plan should be a realistic roadmap that helps you build a successful company. When writing it, take a balanced approach so that you’re not blind to the potential pitfalls and risks. You’ll draft each of the seven sections previously discussed.

Tackling these sections can be overwhelming, so some people like to start with a one-page business plan that includes short paragraphs for each element. Another way to give yourself a head start is by working from a business plan template. Once you have a good start, you can expand each section to make a compelling case for your business.

3) Can I write a business plan myself?

Yes, you can. However, depending on your writing experience and goals, you may want outside help. If the business plan is for internal use with the purpose of improving business functions, you’ll likely be OK tackling it alone. But if you’re trying to secure funding from a bank or investors, a professional business plan writer can give you a leg up.

Even if you decide to do it yourself, have a trusted friend or business mentor review your plan and provide feedback. An objective point of view will help you refine your work.

4) What are the four types of business plans?

• One-page or mini business plan. The one-page option is a great way to improve the focus of your business plan and highlight the essential elements. It can be an effective way to workshop your company’s plan or quickly give others a rundown of your entire business.
• Traditional business plan. The traditional business plan is more in-depth than its one-page counterpart and will be more thorough in each section (often, plans exceed 40 pages). For example, it may contain detailed financials, branding samples, and competitive research documents.
• Business model canvas (BMC). The business model canvas is a more visual representation of your business architecture. It includes sections for infrastructure, offering, customers, finances, etc. Many businesses find the BMC appealing since it can be summarized in a single page.
• Strategic business plan. The strategic business plan can have different purposes, like proving feasibility, discussing planning operations, or projecting growth. It will outline the company’s goals, its strategy for reaching them, and the company structure. The main difference between this and the traditional plan is its focus on specific strategic initiatives.

5) What are the common mistakes in business plans?

• Poor writing. Sloppy writing may suggest that you’re not serious about your business or you lack the needed professionalism.
• Unrealistic expectations. While you should be optimistic about your business, if your financial projections reflect your hopes more than reality, people may hesitate to back your business.
• Lack of supporting documentation. People reviewing your business plan want to see how you back up your claims. You can include research docs, sample financials, and estimates to make your case.
• Failing to define the target audience. For a successful marketing plan, you need to define your target audience. Investors and financial institutions need to see if you’re confident about who you’re selling to.
• Unbalanced. It’s important to lay out the risks and potential upsides. This analysis shows investors that you’re considering the whole picture regarding your business.

These templates are suggested forms only. If you're using a form as a contract, or to gather personal (or personal health) info, or for some other purpose with legal implications, we recommend that you do your homework to ensure you are complying with applicable laws and that you consult an attorney before relying on any particular form.

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Social Media Examiner

Your Guide to the Marketing Jungle

How to Create a Facebook Business Page: The Complete Guide for 2022

Want more people to find your business on Facebook? Wondering how to make a Facebook business page?

In this article, you’ll learn how to create a Facebook business page, including a complete tutorial with optimization tips and suggested features to integrate.

How to Make a Facebook Business Page: Step-by-Step Tutorial Using Your Personal Facebook Profile

First, let's look at how to set up a Facebook business page from your personal profile. This workflow is best if you don't want to use Business Manager or Business Suite to manage your page. You can always move the page to Business Manager later if your needs change.

#1: Navigate to Your Personal Profile

Start by opening Facebook in a browser and clicking the flag icon in the top menu bar. Then click the Create New Page button in the left-hand menu. You'll automatically be redirected to Facebook's Create a Page pop-up.

#2: Enter Basic Page Information

Next, add basic information about your business. Enter a page name and indicate that you see a green check, which confirms that the name you entered follows Facebook's page name rules . For example, the page can't include inappropriate capitalization or punctuation.

Choose up to three categories that describe your business. Type a keyword or two to start browsing your options.

In the description box, write a concise introduction to your business. Since you have only 255 characters to work with, this is a great place to feature your unique selling proposition. The description will appear in the About section at the very top of your page.

Click the Create Page button when you're finished. Note that you can always go back and update or edit the information you've entered.

#3: Upload Facebook Page Images

After you've created the page, you'll see some new options to upload images. Add a profile photo that your customers can easily recognize and associate with your business—such as your logo, your product, your location, or yourself (if your page represents a public figure).

Note that Facebook recommends using a square image that displays at 170 x 170 pixels. And keep in mind that it displays as a circle, so the corners may be cut off.

Next, choose a cover photo to tell customers more about your business. Your cover image might show some of your products, a view of your store, a snapshot of your team, or your current offer. Although it's a good idea to keep your profile photo consistent, you can plan to change your cover photo frequently.

Facebook recommends uploading an image that measures 1640 x 856 pixels. But it's important to note that your cover photo displays at different dimensions on desktop vs. mobile. Use the toggle in the upper-right corner to preview your cover image on both. When you're done, click the Save button to complete the basic page setup process.

#4: Connect Your Facebook Page to WhatsApp

Next, you'll see an option to connect your Facebook page to your WhatsApp business account. This is an optional step that you can complete now or return to later.

If you do connect your WhatsApp business account, note that anyone who visits your Facebook page can see your WhatsApp number. You can also add a WhatsApp button to your page, include a button in certain posts, or run WhatsApp ads to get more messages.

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#5: Choose a Username for Your Facebook Page

Once your page is set up, the first thing you should do is choose a username. Ideally, your username should include all or part of your business name or domain name. It should also be consistent across social media channels so customers can easily find and tag your business.

Click the Create @Username link and enter the username you want to use. Since usernames must be unique, you'll see an error message if the handle is already taken. Once you've found one that works, click the Create Username button. Note that your page's username appears in your URL like so: https://facebook.com/username

#6: Add a Call-to-Action Button to Your Facebook Page

Next, decide which call-to-action (CTA) button to add to your page. Click the Add a Button button in the upper-left corner and choose one of the available CTAs.

The best option for your business depends on what you want to accomplish:

• To grow your audience, choose Follow or Sign Up.
• To start conversations with customers, choose Call Now, Contact Us, Send Message, Send Email, or Send WhatsApp Message.
• To get people to engage with your website or app, choose Learn More or Use App.
• To drive sales, choose Shop on Website, Start Order, or Book Now.

#7: Provide Business Details

Although you already added a description of your business to your page, you should also add contact information so customers can learn more about your business. Scroll down to the Provide Info and Preferences section or click Edit Page Info in the left-hand menu.

Then add details like your website and phone number. If your business has an office, store, or physical headquarters that's open to the public, add business hours and location info.

#8: Pick a Facebook Page Template

By default, Facebook pages use a standard template. But you can choose a different one to market your business more effectively.

In the left-hand menu, select Settings. Then click Templates and Tabs. Under the Tabs section, click the Edit button. Then browse the available options to find one that fits your business type.

If you plan to sell products from your page, for example, choose the Shopping template. If you run a service-based business, go with the Services template instead.

Then review the tabs that display on your page. You can toggle off those you don't plan to use and place the remaining ones in an order that works best for your business. You can revisit them and switch tabs back on at any time.

#9: Introduce Your Facebook Page

Now you can start growing your audience and using your page. Scroll down to the Introduce Your Page section and click the Create Welcome Post button. Alternatively, click the Create Post button at the top of your page. Use the opportunity to welcome followers and customers, introduce them to your business, and tell them what to expect.

Then start inviting people to your page. You can click the Invite Friends button to ask friends, family, co-workers, and other personal connections to follow your page. Note that this option won't automatically invite all of your friends. Instead, you can select the people you want to invite to your page.

#10: Add Another Facebook Page Admin

Even if you plan to manage your business page mostly on your own, it's critical to add at least one more admin. That way, someone on your team can still access your page if you get locked out for any reason.

To add another admin, select settings from your page's left-hand menu. Then select Page Roles. In the Assign a New Page Role section, change the setting to Admin. Then type the name of the friend you want to add.

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Note that any admins you add automatically get the same permissions you have. If you want to add a social media scheduler or community manager to your page, change their settings accordingly.

#11: Move Your Facebook Page to Business Manager

You can continue to manage your business page from your personal account. But if you want to separate personal from professional activity, you can move the page to Business Manager instead.

Open Business Settings by clicking the gear icon next to your business account in either Business Manager or Business Suite. Then open the Accounts drop-down and click Pages.

Click the Add button and select Add a Page. Type your page's name or copy and paste the URL. Confirm that you've chosen the correct page and select Add Page. If you're both the page and the Business Manager admin, the page will move to your Business Manager instantly.

How to Create a Facebook Business Page: Step-by-Step Tutorial Using Business Settings

Now let's look at how to set up a Facebook business page directly in Business Settings. If you work with a team or need to manage multiple Meta business assets, this workflow is a good choice.

#1: Open Business Settings

If you're starting in Business Suite, open the drop-down menu in the upper-left corner and click the gear icon next to your business account. If you're starting in Business Manager, select your business account and click the gear icon in the lower-left corner.

Under the Accounts drop-down menu, select the Pages tab. Then click the blue Add button to open a new drop-down menu. Click Create a New Page to set up a new page for your business.

#2: Create Your Facebook Business Page

Then choose the category that best fits the type of page you want to create. Options range from local business to public figure to cause or community.

Next, pick a name for your page—ideally, the name of your business, brand, organization, or yourself (if you're a public figure). Use the drop-down menu to select a category that describes your page. Then click the Create Page button.

#3: Complete Your Business Page Setup

Once it's created, your page will appear in your list of pages in Business Settings. Click the View Page button in the upper-left corner to finish the setup process. Alternatively, you can return to Business Suite or Business Manager and access your new page at any time.

Use the workflow detailed above to complete the setup:

• Connect the page to your WhatsApp business account or cancel out of the prompt.
• Choose a username that's unique to your business and consistent across channels.
• Write a short description of your business.
• Add business details including your website, phone number, hours, and location.
• Upload a profile photo and a cover photo that fit the recommended dimensions.
• Select a template for your page and adjust the tabs to meet your needs.
• Publish an introductory post and invite friends to like your page.

#4: Add Team Members to Your Business Page

To add admins or employees to your page, go back to Business Settings. Open the Accounts drop-down menu and select Pages. Find your new page in the list and click the Add People button. Then choose the people you'd like to add.

Plan to add at least one admin, and then add other team members as employees. That way, you can give people the necessary access only—such as publishing content, responding to engagement, and sending messages—without giving them complete control over your page.

Optimization Tips for Your New Facebook Business Page

To market your business more effectively, use the optimization tips below.

#1: Link Your Business' Instagram Account

If you plan to market your business on Instagram too, connect the two accounts. Open the settings for your Facebook page and select Instagram from the left-hand tab. Then click the Connect Account button.

Choose whether you want your Instagram messages to appear in your Meta inbox and click Continue. Then log into your business' Instagram account and finish linking the two.

Once you connect them, you can manage comments and messages for both Facebook and Instagram in your Meta inbox. You can also publish and schedule content to both from Business Suite.

#2: Add Facebook and Instagram Shops

If your business sells products online, you can use your Facebook page and Instagram account to increase sales. To set up your shop, click the Get Started button on your Facebook page. Alternatively, open Commerce Manager from Business Manager or Business Suite.

Then use this Instagram Shops and Facebook Shops tutorial to set up your shop. You can set up shop on one or both channels and create catalogs that you can use for advertising.

#3: Set Up Services, Appointments, or Orders

If your business offers services rather than products, you can promote them through your business page. To add a menu, first select the Restaurant page template. Then switch on the menu tab on your page and upload a menu file.

To promote services, choose the Business page template and switch on the Services tab. Then go to your page, click the More drop-down menu, and select the Services tab. For each service, you can write a description, list a price, and show timing.

To allow customers to book appointments through Facebook, change the CTA button on your page to Book Now. You can connect a third-party booking tool or allow people to book on Facebook.

#4: Use Business Suite to Post Content Regularly

To attract more followers, get engagement, and meet your marketing goals, publish content regularly. With Business Suite, you can publish or schedule posts and stories to your Facebook page and your Instagram account. Use the optimal time recommendations to find the best days and times to reach your audience.

#5:Check Business Suite Insights

To set goals and track progress for your page, use Business Suite insights. You can set reach or audience goals to reach any key performance indicators you want. Then you can monitor reach, audience growth, and content metrics to make sure you're on the right track.

Whether you want to use your personal profile or Business Settings, you can create a Facebook business page in just a few minutes. Using the optimization tips above, you can better serve your audience and maximize the value you get from your Facebook page.

Get More Advice on Using Facebook for Business:

• Learn how to optimize your Facebook business page for the latest layout .
• Find 13 ways to create Facebook posts that generate meaningful interactions and improve organic news feed visibility .
• Discover how to leverage Facebook pages, profiles, groups, ads, live video, analytics, contests, and more .

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About the author Anna Sonnenberg

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