Best Performing FB Business Pages (Strategy Breakdown)

If you run a real estate business or software company, you’re in the right place. This guide breaks down Facebook page strategies for Zillow, L.L. Bean and Adobe in detail. You can replicate their strategies for any business.

A Facebook business page is a powerful marketing tool that can build your brand and attract potential clients when used correctly. That’s why I analyzed these businesses’ marketing strategies for Facebook pages and their overall online presence to help you take your FB page to the next level.

Read on for details!

Best Performing FB Business Pages 

1. Zillow- Real Estate Business

• Zillow’s Facebook page: facebook.com/Zillow 
• Number of Facebook followers: 2.6M
• Number of FB likes: 2.4M
• Date FB page was created: November 16, 2007
• The page runs ads? Yes

An Overview of Zillow 

Zillow is a real estate marketplace where renters, buyers, homeowners, real estate agents and sellers share information about homes. Renters and buyers can view listings while homeowners can list a home for sale. Agents can also list properties for rent. They also have a housing app where shoppers can enjoy 3D home tours to maximize their experience.

The company has been in operation since 2006 and serves the U.S market. 

Apart from their Facebook page, their other digital presence is shown in the table below.

The company uses its website and mobile application to provide information about buying, selling and renting. They also offer real estate services through these platforms. 

Zillow’s Facebook Marketing Strategy 

Zillow’s Facebook posting frequency is about one post day. And their posts are mostly simple and a mix of text, images and videos.

Zillow’s FB posts are about real estate news, home buying tips, property pictures and listings. They also post ads and other engaging content like questions for anyone interested in real estate. Their tone is conversational as they often post questions that spike conversations.

Here is a good example of Zillow’s engaging Facebook post:

As you can see on the comments, over 4000 people engaged in this discussion. 

Zillow also responds to their fans’ comments.

Zillow also runs Facebook ads which are often 2 to 3 lines of texts with large photos optimized for mobile. But even with 2 to 3 lines of text, they capture pain points and how to solve the problem.

Below is an example of their ad:

In addition, Zillow sares property photos that showcase unique architectural features and incredible views. They often capture green grass and blue sky making the photos more appealing. 

Sometimes they use simple short videos from 15 seconds to 1 minute long. Follow this link to view one of their Facebok videos: https://www.facebook.com/Zillow/.

Another marketing strategy they implement is building good will and connecting with people using genuine content. The company runs ads that are not specifically about real estate. For example, they ran this climate change ad.

By promoting climate change, Zillow connects with individuals who are passionate about eco-conscious. Once they have a good feeling about the company, Zillow can retarget them and send real estate ads. 

You will notice this ad is not like their other simple ads. It’s longer with more details and includes an informative video. 

Zillow understands it’s audience and posts content the audience relates to. This is one of their strongest marketing strategy that attributes to their success on Facebook. 

Zillow’s Best Performing FB Posts in 2024

• The most liked & shared post that generated business enquiries in the comments.

• The most commented post

2. L.L.Bean- Outdoor Equipment Store

• L.L.Bean Facebook page: facebook.com/llbean 
• Number of FB followers: 1.2M
• Number of FB likes: 1.2M
• Date the FB page was created: December 6, 2007
• The page runs ads? Yes

An Overview of L.L.Bean 

L.L. Bean is a retail business specializing in outdoor gears for activities like hiking and camping. They sell tents, sleeping bags, outdoor clothing, among others. Customers can search and buy products on the company’s website. The company widely serves the American market.

The company was founded in 1912. It’s headquartered in Freeport, Maine but operates retail shops outside of Maine.  

Apart from their Facebook page, their other digital presence include:

L.L. Bean’s Facebook Marketing Strategy

L.L. Bean posts inspiring outdoor stories and outdoor pictures on their Facebook page. Their pictures are meant to inspire outdoor activity and they do exactly that. The photos paint a nice picture of the natural environment that their target audience loves. 

They also post pictures of people doing fun things while camping.

Notice how the picture above depicts a fun camping activity with kids? This shows parents they can enjoy quality family time outdoors and reassures those who may be worried about camping with kids.

In addition to outdoor pictures, L.L. Bean posts ads about offers on oudoor events. 

They also post short videos of people enjoying outdoor activities using L.L. Bean’s products. 

Follow this link to view one of their Facebook videos: https://www.facebook.com/.

However, the company is not consistent on their FB posts. Sometimes they post twice a day while other times go for days without posting. 

One thing L.L. Bean stands out for is their social media break in recognition of mental health. The company took this break on May 2022 and 2023, during the mental awareness month. 

As you can see in the above post, the company took the break to spend more time outdoors and encouraged their audience to join them. Being an outdoor equipment retailer, this was an effective marketing strategy to appeal to both outdoor enthusiasts and those passionate about mental health. 

The company also uses relatable life stories to advertise products on facebook. Below’s an example: 

Notice how the above post is about the bag’s durability? Even better, it prompts a response with a question at the end which generated reviews. The audience responded on the comments with some sharing pictures of their backpacks. And L.L. Bean responded to their posts as well.

L.L. Bean posts content that relates to their audience in different forms. They also try to respond to the comments to maintain an active audience. 

L.L. Bean’s Best Performing FB Posts in 2024

• Most Liked FB post

• Most commented on FB post

• Most shared FB post generating business enquiries in the comments

3. Adobe- Software Company

• Adobe’s Facebook page: facebook.com/Adobe 
• Number of FB followers: 2M
• Number of FB likes: 1.9M
• Date FB page was created: February 16, 2010
• The page runs ads? Yes

An Overview of Adobe

You may already know of Adobe, a computer software company headquartered in San Jose, California. The company sells tools for editing images, videos, pdfs, animations among others. that help create and publish multimedia content. Adobe was founded in December 1982.

Apart from their Facebook page, their other digital presence include:

Adobe’s Facebook Marketing Strategy 

Adobe is not consistent on FB posts. Sometimes they post twice or thrice a day and go a week without posting. 

Adobe’s Facebook posts often target creative professionals. They post tutorials of how to use their products in about one-minute long videos and if anything is unclear, you can post a question using the #Adobe to get an answer from the company’s team. Here is an example, Video Demonstrating How to Use Adobe Firefly  

Adobe features creative women on women create Wednesday. This appeals to women encouraging them to be creative and shows them they can also use Adobe’s products to express their creativity. 

Some of Adobe’s products include Photoshop, Illustrator and Indesign. Adobe has an individual Facebook page for every product. This allows the company to focus exclusively on the product and display content specifically for the product on its page.

Using different pages for each product helps Adobe appeal to a specific audience. For example on the Photoshop page, the company shares tutorials on how to use Photoshop. 

They also feature creatives and what they have created using the product. So anyone who is undecided about the product gets a step closer to purchasing it when they see what it can do. 

They also unveil more features to those who own the product inspiring them to create more. This strategy convinces the consumer they need the product by proving how it can make their life easier and offer a unique experience. 

In addition, having different FB pages for each product increases the chances of Facebook users coming across Adobe. This strategy creates more brand awareness for their products and the company in general. 

They also have a Facebook page specifically dedicated to tips and inspirations to design using their tools. The company posts user generated content on the Adobe design page giving users work exposure while giving rise to more passion for the company’s products. This way, Adobe creates  a brand that connects with creatives. 

Adobe uses famous people like actors to advertise their products and demonstrate how their products work. E.g they recently used Kat Dennings (an American actress) to demonstrate how Acrobat AI Assistant works. 

The company also posts insider tips and compelling industry articles on their Facebook page. Here is an example:

The software company posts content that appeals to their audience and inspires their creativity. They also engage their audience by responding to questions asked on the comments and sometimes just showing they care. 

Adobe’s Best Performing FB Posts in 2024

• Most liked FB post generating business enquiries in the comments

• Most commented FB post

• Most shared FB post

Implement Zillow, L.L. Bean and Adobe’s Facebook Marketing Strategy to Outdo Competitors

As a business owner, you can implement some of these top brands Facebook marketing strategies to outshine your competitors. For example, like Zillow, you can connect with your audience by posting genuine content about things they are passionate about e.g. climate change. Once you’ve build a connection, you can retarget them and send ads about your business.

You can also use relatable life stories to advertise your business like L.L. Bean. This way, you engage with your customers while marketing your products. However, use genuine content not anything generic. You can get such content from customer feedback.

If you deal with multiple products, consider creating different FB pages for each product like Adobe. Cover each product in detail on its page showcasing its features and how to use it. 

You may choose to post daily or a few times in a week. What truly matters is your content’s quality. So businesses must put a lot of thought into Facebook content to ensure it aligns with their audience and serves their business goals.

Interesting reads:

• How to increase your response rate on your Facebook page
• Facebook user statistics

FAQs

How to get 1 million followers on Facebook?

To gain 1 million followers on your Facebook business page, invite friends to like the page and join Facebook groups relevant to your business. In addition, post when more people are likely to view and engage so you can ask them to tag the page. You can also collaborate with influencers and use automation tools to remain consistent. Engage actively with your audience and track your progress while making necessary changes. Check out our guide on how to get more likes on Facebook.

What should you not post on your business Facebook page?

What you post or shouldn’t depends on your business and your audience. In general, you shouldn’t post negative things. Similarly, you don’t need to engage with negative content using your business profile.

How often should you post on Facebook business page?

Post once or twice a day to remain relevant without overwhelming your audience with feeds. However, you might have to post more often if your business is still new for brand awareness. 

Is posting too much on Facebook bad for business?

Yes, posting too much overwhelms your target audience. To avoid seeing too much of your posts, some may unfollow the page. 

What time is Facebook most viewed? 

Facebook is most viewed when your target audience is active. Generally, people are more active from 7 AM to 9 AM, 1 PM to 3 PM, and 7 PM to 9 PM. However, you have to analyze your target audience in detail to know the exact time depending on your location and business.