The key strategy to building brand through Facebook marketing is communication; communication as different from sales promotion or a sales pitch. Communication in this context means approaching clients as a social networker and not as a salesperson or a marketer. You use social networkers’ ways and methods and using social networking ‘language’ and flow of activities to communicate with fellow users.

Here are some things to consider when doing Facebook marketing through ads.

• Your message should appropriately represent you. Choose the words that you use well. Avoid the terms that limits your clients. An example of this is using terms like ‘silly’, ‘bling-bling’ and ‘hip’ because you think that majority of your prospective clients would be teenagers. At this point, you have limited your reach to this group of people only who would completely understand your message. Remember that your ad is an extension of your business.
• Your ads should bear your company’s latest logo and slogans. This means that using Facebook marketing to do your campaigns also means updating your ad. Keeping an old ad running will defeat its main purpose of representing your company accordingly and would just be a total waste of money. Remember how powerful Facebook is in bringing about results and there should be no compromises when it comes to updating.
• Advertise softly and with subtlety. Animated banners and colorful pop-ups are a thing of the past when it comes to advertising campaigns because people tend to ignore these messages if not being totally annoyed by them. Soft and subtle is the way to go. This means asking them to ‘like’ your content or to ‘share’ your ad with their friends. You do not use superfluous language and you do not include hard-selling stuff. You use adjectives in moderation. Remember that you want to communicate rather than make a sales pitch.
• Go for CPM (cost per thousand) instead of CPC (cost per click). This concept is the same as buying by bulk (CPM) or buying per piece (CPC). If your site is has heavy traffic, consider CPM. Choose CPC for more modest sites.