It’s no secret that Facebook is a pay-to-play marketing platform today. But even as a paid platform, Facebook generates an extremely high marketing ROI. In other words, it’s absolutely worth it. But for small and medium-sized businesses, it may not be a feasible option to invest in Facebook marketing, so they have to resort to maintaining organic reach and engagement.

That said, Let’s ponder over some of the pertinent ways to leverage Facebook for free.

Develop an audience of friends and family on Facebook

Once your business’ Facebook page is up and running, the next thing you have to do is to ask your friends and family to “like” the page. Getting your friends and family to like your page is crucial because it ensures you have a digital footprint on Facebook, and it offers you a valuable test audience.

Utilise your initial Facebook page followers to:

  • Check what types of posts drive the most engagement
  • Seek suggestions and ideas from your target audience for your specific products and services
  • Initiate word of mouth marketing through your network of family and friends

Maintain a strong brand presence

While it’s true that your business’ Facebook posts most likely won’t appear in your target consumer’s news feeds without paying to promote them, that doesn’t mean that you should stop posting them on your brand’s page. People often use Facebook to find out more about a company, whether it’s gathering the basic details like contact number and hours of operation or the reviews of previous consumers.

A proper, active page that’s filled with relevant posts and lots of consumer engagement is a brilliant way to highlight the fact that your clients aren’t just satisfied; they’re enthusiastic.

Join Facebook groups

 While most people consider LinkedIn when they think of professional networking, but Facebook groups actually provide a similar opportunity for professionals as well. There is a multitude of Facebook groups devoted to various industries, interests, and professions. You can use your personal account to join groups of colleagues and other groups where your target audience is likely to be found.

The more you participate in the conversations taking place in these groups, the more your business will be noticed. 

Offer intriguing and helpful content on Facebook

Time for a truth bomb. It’s unlikely that you’ll make $1 million selling your products on Facebook any time soon. Essentially, Facebook isn’t about selling; it’s about connecting with your target consumers.

Facebook page promotion is best conducted by connecting with your audience through useful, engaging, relevant, and insightful content. For instance, If your business is into edtech, you can talk about your new factoring calculator app.

Some relevant content to share on Facebook includes:

  • Timely tips and tricks
  • News and events:
  • Interviews
  • Behind the scenes

Share promotional updates to your business’ page

You can actually promote your business page on Facebook by promoting your products and services. If you want to keep your consumers updated on your offerings through Facebook, you’ll have to be consistent with your posts. This will show your target audience that you want to keep them informed and attract them to your business. All this helps promote your Facebook page (and business) for free.

You can engage in this Facebook page promotion strategy in the following ways.

  • Share regular updates on your most popular products.
  • Promote new products, offers or deals, and seasonal specials you’re running.
  • Post about adjusted or extended store hours.

Share consumer feedback

Use customer feedback as means to interact with more consumers or open a dialogue. Tag the consumers in their feedback to enhance the visibility of your Facebook post. If you don’t have any consumer feedback yet, then ask for some. These reviews are essential for small and medium businesses.

Also, you can leverage the user-generated content. Get your consumers to post about your business on Facebook with your location so that they are promoting your page to their networks.

Create a community

Facebook’s greatest advantage is that it enables you to create a community. It helps you connect with a group of people who are open to hearing your message.

Maintain authentic engagements with people. This could mean writing on their walls, replying to their comments on your own, interacting in groups, or introducing people to each other. Before you know it, you’ll have a community of loyal followers who look up to you and your business – and all for free.


Facebook may be a paid marketing platform, but it’s also about developing and maintaining relationships with your consumers. With the right strategies, you can utilise Facebook for free.

Author bio: Adam Kline is a senior marketing professional for a reputable firm in Australia. Kline has earned his MBA in Marketing from Curtin University. He holds extensive knowledge of market research and automation process. He’s also an academic expert for and provides guidance on using tools like topic generator.