With more than 2 billion monthly users, Facebook has become a popular marketing tool used by businesses to reach and attract new customers. Using the social media network, businesses can build a following while conveying their brand messages to their audience in the process. To capitalize on the marketing power of Facebook, though, there are a few things you should know.

#1) Build Your Business Presence With a Page

Users aren’t allowed to use individual Facebook profiles for commercial purposes. Rather, the social media network requires businesses to use a Page, so even if you are a sole proprietor, creating a page just for your business activity is really the place to start.  Click here to get started. Pages feature a similar layout as profiles, but they’ll attract followers who “like” the Page, whereas profiles attract friends from friend requests.

#2) Share Videos… But Don’t Rely on Sound

Because of its visual nature, videos are a highly engaging form of content that works well on Facebook. With that said, you shouldn’t rely on sound when creating videos to share on Facebook. According to one report, eight in 10 Facebook videos are watched without sound, meaning users watch them with their computer’s or device’s speakers turned off.

#3) Add a CTA to Your Page

Once your Facebook Page is up and running, add a call-to-action (CTA) button to it so that your followers will know what step to take next. In the lower-right corner of your Page’s cover photo, you should see a blue button titled “Add Page Button.” Clicking this button will allow you to choose a CTA with which to replace the blue button, such as “Shop Now,” Book Now,” “Contact Us” or “Watch Video.”

#4) Automate It

You’ll need to publish new content frequently on your business’s Facebook Page to keep it fresh and relevant to users. Thankfully, you can automate this process by either scheduling your content in advance — Facebook allows you to choose a future publish date — or by using a social media marketing service like HootSuite or Buffer.

#5) Focus on Photos

Studies have shown that photos attract more user likes, comments and shares on Facebook than any other type of content. Therefore, you should focus on publishing and sharing photos on your business’s Facebook Page. You can still share links and videos, but you’ll generate a stronger response using photos.

#6) Use the 70-20-10 Rule

What’s the 70-20-10 rule, and why is it recommended for Facebook? Basically, this rule states that 70% of your content should be new and original; 20% of your content should be relevant to your followers’ interests; and 10% of your content should be advertorial or promotional. Following the 70-20-10 rule allows you to balance your promotional, “salesly” content with stories, information and insights that keep your audience engaged.