Seller Handbook

Advice and inspiration for successfully running your Etsy shop

Seller Handbook

How to Market Your Business on Facebook

Get our top tips for using the world's largest social media platform to increase exposure to your brand and reach your target audience.

By Etsy Staff Oct 21, 2019
Photo by Another Studio

Since people of many different generations use Facebook on a daily basis, the platform is a great place to reach potential customers. Here are some tips for using the world's largest social media channel to grow your business.

Set up a Facebook business page

Even if you already have a personal Facebook account, you should set up a dedicated business page to represent your Etsy shop. This gives you access to Facebook’s analytics tools and looks more professional. Don’t forget to add a link to your Etsy shop on your Facebook business page (and add a link to your Facebook page on your Etsy shop!).

Highlight your listings

When you share a listing on Facebook, readers can click through directly to your items. This is one of the easiest, most direct ways to leverage Facebook for your business. Something to keep in mind when promoting a new item, be sure to add interesting details about the items in your captions (think materials, gifting occasions, or other interesting facts) this helps keep your posts from feeling overly promotional. Be sure to include strong calls to action in your posts such as “visit my shop to see more” or “click to purchase” this gives those viewing your content strong action items and can increase click through.

Grow your following

In addition to linking to your Facebook page from your shop, consider drawing attention to it in an email to buyers after they make a purchase or on your business cards and other branded materials. Give your buyers a reason to follow your page, whether that be exclusive first looks at your upcoming items, behind the scenes content, or exclusive coupon codes.

Mix it up

Vary the type of content that you share. Try using the rule of thirds: devote a third of your content to promotion of new items and shop announcements; a third to topics that relate to your business; and a third to sharing bonus items your fans will find useful, like DIY projects or decorating tips.

Experiment with formats

Another way to mix up your posts is through formatting.From carousel posts (showcasing multiple images in on post), process photo albums, and video (especially live video). Consider sharing your updates through special live video announcements, which give your followers to ask you questions and engage directly with you. .

Pro tip: Video content, and more importantly live video on Facebook, is prioritized in the timeline (meaning more people will see it).

Have a conversation

The great thing about all social media, especially Facebook, is the ability to have meaningful conversations with your customers.When thinking of content ideas, consider topics that will help you connect with your followers. Think about asking open ended questions and ask for suggestions, these can help generate meaningful conversations.

Be consistent with your schedule—and your brand

Aim for a regular rhythm when posting, 1-2 posts per day is a good goal. Although posting multiple times a day is ideal, it’s better to post just once or twice every week than to post several days in a row and then stop. Consistency is also important in terms of brand imaging. When posting on any social channel, ensure that what you share makes sense in the context of your overall brand.

Keep it professional

Since you’ll probably be managing your business page through your personal Facebook account, it can be easy to confuse the two. Before you post to your business page, double-check that you're not posting from your personal account (and vice-versa). Your business page activity should reflect your brand’s voice and goals for your business.

Consider investing in Facebook ads

You can use Facebook’s paid ad service by either creating a new Facebook ad or boosting an existing post. Both options let you target your promotions to specific groups of users based on location, interests, demographics, and more. If you’re curious about paid ads but not sure how they will work for your business, start with a small budget. You can start a Facebook ad campaign right from your Shop Manager.

Be concise

While Facebook provides more wordcount than some other social networking sites, it’s still best to make your posts short and sweet. Many people will be reading your posts on mobile devices, where they may have to click to see more of the copy. Keep captions minimal (one to three sentences), especially when the goal is to get readers to click on a link.

Track your performance

By creating a Facebook business page, you gain access to Insights, Facebook’s analytics tools. Look at a combination of metrics, including comments, shares, and views, to get a sense of overall follower engagement.

Use your Facebook page as a business hub

Facebook business pages offer more space for you to share a lot of information about your brand. If you run a multifaceted business that includes a website, blog, and Etsy shop, your Facebook business page can be a nice place to tie it all together. There, you can keep shoppers in the loop about anything new that is happening with your brand.

You can learn more about using Facebook to promote your business in Facebook’s business center.

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