Home » Blog » MARKETING » Social Media Marketing » How to Use Facebook for Business


Before diving into marketing techniques to increase lead generation on Facebook, there are some basic concepts you need to grasp.

These are very important principles to understand before we delve into the strategies I’ll be suggesting in this blog post.

Therefore, if you haven’t already, I strongly advise you to read the introduction of the blog post How to Use Instagram for Business,” because the same rules of Instagram apply to Facebook, and generally to almost any other social media platform.

Once you’ve at least read the introductory chapter, come back here, and we can explore together the world of marketing techniques to optimize a personal Facebook profile for business purposes.

How to Create a Business-Oriented Facebook Profile

Just like on Instagram, it is important to keep privacy settings open on Facebook as well, so that anyone can send you a friend request and view your content even if they are not your friend.

If you do not want to create a new profile, you should delete any friends who cause you anxiety, sadness, or stress.

Anyone who comments on your new content and makes fun of you must be blocked immediately, even if they are a lifelong friend.

Seeing your content with negative comments from your friends has the same effect as insulting comments under Facebook Ads.

They will make you lose credibility with potential customers.

What would you think of educational content from someone filled with comments from their friends saying, “The new Elon Musk has arrived!! Just yesterday you were at the bar getting drunk with me, and now you think you’re going to become rich? 🤣🤣🤥🤡🤡”

Profile Photo

The same rules apply as the business-oriented Instagram profile that I linked to a little while ago.

It’s better if you use the same image for both profiles.

Cover photo

The best software for creating covers is Canva.

By searching Canva’s vast database, you will find the “Facebook cover” template, which already has the correct measurements for your profile cover photo.

Simply add the image you want to use.

What kind of image?

To make a good impression, you need to be careful in your choice.

Don’t make the mistake of using a classic New York office photo as your cover, as this will likely lead people to think that you are trying to emulate successful business people without actually having the resources to do so.

Instead, you should showcase your human side by inserting a softer cover photo, such as a beautiful sunset, a photo from a movie you liked, a scenic landscape, or a bustling cityscape.

You can find excellent examples of Facebook cover photos in this HubSpot link.

The examples are originally for pages but work well for profiles too.

Avoid adding silly writings or messages related to friendship, love, luck, or karma.

Remember, you are an entrepreneur, not a new Gandhi.

Personal Information

On Facebook, there isn’t much space for an extensive bio.

In the small space dedicated to the bio, write three or four business-related characteristics:

“Entrepreneur, blogger, YouTuber, marketing specialist, business writer, and other strange stuff.”

Then, make sure to provide this information:

  • Several books you’ve read, including a few famous novels and some books in your industry.
  • Movies you like.
  • A few famous quotes (found on Wikiquote.org) that resonate with you.

It may not seem like many people will read this information, but it serves as important social proof for those who do.

It also proves to Facebook Ads that the profile belongs to a real person, which will result in fewer problems when approving ad campaigns.

What to Post on Your Facebook Profile

On your Facebook feed, you should avoid posting educational content in order to make space for content that boosts engagement with users.



Let’s begin with a premise: apart from your closest friends, family, and perhaps your grandparents (if you’re unfortunate enough that they’ve created profiles and like and heart everything you post), most people have little interest in your lifestyle.

You don’t have to flaunt a luxurious life solely to satisfy your ego, as many others do.

You would only attract disbelief and mockery from your old friends (if you haven’t deleted the profile as I advised you to), and no one would want to engage with you.

The purpose of lifestyle content is to offer something valuable through your life experiences that others, especially your potential clients, can find intriguing.

Your personal Facebook profile should subtly communicate to viewers, “My lifestyle is superior to yours, and that’s why you should be a part of it. I can help you attain it.”

Therefore, fun, adventure, and freedom are essential elements of a compelling personal Facebook profile.

“But my life is as dull as that of a non-smoking, non-drinking vegan!” (like me, except for not being a vegan).

Alright, let’s start with another assumption.

Almost everything you see influencers do on social media doesn’t accurately reflect their real lives.

Some time ago, I dated a girl who labeled herself as an “influencer” and being with her taught me that someone can afford to be photographed on yachts, Ferraris, luxury restaurants, and hotels despite being a postal worker.

I’m not criticizing employees, quite the opposite… I’m simply stating that I find it quite challenging for an employee to dine at a restaurant every Saturday night (where the minimum expenditure is 60 euros per person) or embark on lengthy yacht trips every Sunday.

But in life, as well as in business, the notion of “reality” is subjective.

As entrepreneurs, we possess the ability to shape reality according to our objectives.

Did you know that those beautiful milk droplets you see in cereal commercials are actually white glue?

Yes, it’s true.

White glue is denser than milk, but when it’s portrayed as milk with a mountain of chocolate or honey cereal, the sight of this “milk” exploding into large droplets triggers an immediate craving for milk and cereal (except for the lactose intolerant, to whom it triggers something better left unspoken).

Glue that is photographed as milk in cereal commercials
Glue that is photographed as milk in cereal commercials.
Source: Scoop Whoop.

Another example: Have you ever seen a McDonald’s billboard showcasing the latest Big Mac?

Comparison between the Big Mac advertised and the one you actually get served at McDonald's.
Comparison between the Big Mac advertised and the one you actually get served at McDonald’s.
Source: Alphalia.com (site no longer reachable).

If you were to visit the nearest McDonald’s and order the same Big Mac while envisioning the billboard image – drooling like Homer Simpson – you might come to the conclusion that what is served to you (the actual Big Mac) has gone bad.

This is marketing.

Does marketing involve deception?

Absolutely not, may Heaven strike me if I ever say such a thing.

Marketing simply entails presenting oneself in the best possible light.

This applies to breakfast cereal companies, McDonald’s sandwiches, and us entrepreneurs when we “promote” our personal brand.

We’re not deceiving anyone; we deceive someone when we charge for and deliver a poor product or service.

Presenting ourselves positively to attract customers whom we then satisfy with our products and services is working honestly and professionally.

We live in a social construct, and those who comprehend its rules are more likely to achieve greater sales.

Individuals who are unaware of these rules or choose to ignore them, whether due to ethical reasons or perceiving them as unfair, will tirelessly work without ever amassing sufficient wealth.

To enhance our reputation and authority, we must display a high social status.

I didn’t establish these rules.

In this blog, I am merely elucidating them.

So… let’s see what kind of photos to post to elevate your status without being a millionaire:

Friends together by the lake
Friends together by the lake.
Source: Canva.

Friends on the water slides at a water park
Friends on the water slides at a water park.
Source: Canva.

Underwater selfie
Underwater selfie.
Source: Canva.

Selfie in New York City
Selfie in New York City.
Source: Canva.

Dinner with friends
Dinner with friends.
Source: Canva.

On a boat with friends
On a boat with friends.
Source: Canva.

Professional relaxing massage
Professional relaxing massage.
Source: Canva.

I could go on for hours with examples of this type, but I think these are enough to give you an understanding of what we’re discussing.

Essentially, you should showcase travel, entertainment experiences (such as driving a race car, scuba diving, skydiving, etc.), restaurants, spas, and the like.

Publish this type of content only once a week, no more frequently.

The million-dollar question is: how can you afford to frequent such places without substantial financial resources?

This is where my ex-girlfriend comes in handy: utilize discount websites like Groupon to obtain these experiences at a reduced cost.

You don’t need to stay in a luxurious penthouse with a panoramic terrace in Place du Trocadéro to capture a photo of the Eiffel Tower in Paris.

You can easily rent a small and affordable apartment through Airbnb and still take photos of the tower.

People won’t see the inexpensive apartment you rented; they’ll only see that you’re in Paris.

One of the defining traits of the wealthy is the freedom to do as they please, whenever they please.

Imagine you take a photo of yourself leisurely reading a book in your living room.

For instance, you can post that photo one morning while you’re at the office – people will never know.

Your reality is that you’re at work; the reality perceived by those who view the photo is that you’re so affluent that you can afford to read a book at a time when most people are typically working.

Remember: reality is subjective.

“But I sell bolts! What does all this have to do with simple bolts?”

Well, if you wish to remain a mere bolt seller in a town of 3,000 inhabitants and constantly hope that taxes won’t deplete your bank account, you can continue working as you are doing now.

However, if you follow my blog, I hope you possess the ambition to become the head of a bolt factory with global reach.

That’s when you’ll require the full spectrum of a desirable lifestyle to demonstrate that you’ve attained wealth through your differentiating idea.

You’ll showcase that your approach to selling bolts surpasses that of all your competitors.


Of course, the main content on your Facebook profile should be your educational videos, which I explained how to create in this blog post: How to Write a Video Script“.

Remember, even though we’re talking about your personal Facebook profile, you still need to show your potential leads and clients that you’re capable of helping them.

So, every time you write a blog post and make the related video, you should also post it on your personal Facebook profile, using the same caption I showed you in the blog post I just linked you to.


Testimonials are another very impactful element to post on your personal feed.

Don’t overdo it, as people might start to think that you’re only trying to boast.

In the caption, express gratitude to the person who sent you the testimonial and tag them.

This content has the potential to convert many of your followers into actual customers.

Limit yourself to posting one testimonial per week, always on different days.

If you receive more, save them for future weeks.


The last content to be posted on Facebook is, of course, the CTA (Call to Action).

I used to recommend creating a post on your feed with Canva and writing exactly what you wrote in the corresponding Instagram story for the CTA, like:

“As evident from the numerous testimonials I’ve received, my system and idea have proven to be effective. If you’re interested […].”

However, some readers have pointed out that this approach is not very effective.

So, the solution for the CTA, is to comment on the testimonial post (all testimonial posts) in this way:

“Thank you so much, [@TESTIMONIAL WITH @TAG], for the great testimonial! Your kind words are the best reward for my work. If you too want to be my next success story and achieve the same results as [@TESTIMONIAL], I invite you to download my ebook/watch my free video to learn how to […]”


Stories on Facebook don’t have much visibility, and people often don’t watch them.

However, you can manage them by posting the same content that you post on Instagram Stories.

How to Grow Your Facebook Profile for Free

On Facebook, we have only one method to make our profile grow: friend requests.

I know it might seem trivial, but in reality, friend requests are a powerful and greatly underestimated marketing tool.

However, many people misuse this feature.

For instance, sending random friend requests and an introduction message immediately after acceptance is the best way to get your profile blocked.

Such behavior is classic of salespeople, and people usually dislike it.

To make wise use of friend requests, follow these steps:

  • 1. Find groups in your niche with at least 500 members and pages with a similar number of followers.
  • 2. Search for the most active fans, those who comment on each post in the group or on the page.
  • 3. Like their comments and reply with a sentence like these:
    • Great post [NAME]! I completely agree with you. Additionally, I can share that [INSERT YOUR PERSPECTIVE HERE].”
    • “It’s true [NAME], the same thing happened to me as well. Even one of my [CUSTOMERS/PATIENTS/STUDENTS] experienced this issue, and [INSERT YOUR EXPERIENCE HERE].”
    • “Finally, someone is speaking the truth. Our industry is filled with scams. This happened to me once [INSERT YOUR STORY HERE].”
  • 4. Open their profiles and send them a friend request.
  • 5. Before accepting, most of these people will look at your profile and check your content (that is why you need to have an open Facebook profile with zero privacy).

When they start watching your content and realize that you have the proper knowledge to help them, they will accept your friend requests.

Do not exceed 20 requests per day, or Facebook may ban you.

Once they accept your request, do not message them.

Keep managing your feed by posting the content I showed you in this blog post and your educational content.

They will often write to you first.

Thanks to this method, you will be able to increase your friends in an effective, organic way, and Facebook will start recommending your profile.

Not everyone may become your customer, but you will have a good number of Facebook friends, which works well as social proof when a potential customer visits your profile.

Furthermore, these people will be the first to comment and like your posts and may even become your followers on Instagram.