How many Facebook Likes does your business Page have? If you are immersed in social media marketing, you know this number off the top of your head.

With more than two billion users, FB offers a huge potential audience for your business. But with more than 60 million active FB business Pages on the network, there is also a lot of competition for those all-important Likes.

There is no getting around it: getting more Likes is a critical part of your Facebook marketing strategy. But you cannot get so focused on Likes that you lose sight of what Facebook is all about.

Getting more Likes requires you to share content that is truly likeable—engage in ways that make your brand likable, too. You will not find any underhanded gimmicks in this post. It’s about getting more likes by being a good FB citizen & working to create content that has real value for an audience that will support plenty of value for your brand in return.

Click any of the tips below to jump ahead, or keep scrolling & read the guide in its entirety.

1. Develop a smart Facebook marketing plan

As with any marketing platform, you will only get out of Facebook what you put into it. A well-defined, Facebook strategy based on your business goals will help you craft a cohesive brand presence on FB that speaks to your brand personality & values.

Define your target audience

Your plan should aim to collect Likes from the followers who have the most potential to bring value to the business through regular engagement, rather than one-off Likes from online passers-by. Defining your audience personas could be a great place to start. After all, you need to know who you are talking to in order to use the right tools & tone, rather than trying to appeal to all 2 billion Facebook users.

Research the competition

Keeping an eye on what key competitors are up to could help you spot techniques that work, and that doesn’t, so you could model the competition’s success while avoiding their missteps. You’ll start to get a sense of how many Facebook Likes you could aim for—both for your Page and for individual posts.

Social listening is a good research strategy that could help you gather information about both your target audience & your competition.

Set goals

Simply aiming for “more Likes” isn’t really a great Facebook marketing goal—how will you know when you have achieved it? Instead, you should create goals based on S.M.A.R.T. principles, meaning they are specific,realistic,measurable, attainable, and timely.

This lets you circle back on a regular basis to see whether you are meeting your targets, and either celebrate your success & develop new stretch goals, or consider plan shifts to get you back on track.

2. Craft a great Page

This may sound obvious, but sometimes the most important points could be easy to overlook: If you want to collect Likes, you have got to have a great Page and consistently good posts. Your Facebook Page is made up of many parts, and it is important to make sure they are all complete, professional, and on-brand. Here’re some key components to consider.

Use all elements of the About section

The About section of your Facebook Page lets you provide key business details to people who’re scanning for specific information. In addition to your contact information, you could add the date your business was founded, support a company overview, or even add a list of brand milestones.

All of this information helps build your credibility & convince potential followers that your Page is worthy of a Like. It helps you appear in searches outside of FB, directing users to your Page when they are using search engines to look for information about your product/business.

Visit California uses their section to tell the story of travel in the state& manages to get a number of necessary keywords into their Story section without keyword stuffing.

Facebook views a Page with a complete profile as more credible, which gives you an advantage in the Facebook algorithm and will help ensure more people see your posts.

Choose compelling cover & profile photos

Your profile & cover photos create the first visual impression of your business on Facebook, so it is important to choose wisely. Your logo is the best choice for your profile photo, but you can get quite creative with the cover photo selection.

Put some thought into how you could convey what your business is all about in one compelling image. Do you have a great-looking product you could feature? Maybe you need showcase a photo of your friendly team.

Iced tea may not be the most exciting product, but Nestea does a great job of making both their Page & their product look appealing with a compelling cover image.

In terms of the technical details, the profile photo displays on your Page as 170 x 170 pixels on computers & 128 x 128 pixels on smartphones. You cover photo displays on the Page at 820 pixels x 312 pixels on computers & 640 pixels by 340 pixels on smartphones. Facebook recommends you use a cover photo that’s 851 x 315 pixels & less than 100KB.

A newer & more dynamic option for business Pages is to use a cover video instead of a cover photo. Your cover video could be up to 20 seconds long& has the same dimensions as a cover photo.

Pin a top-performing post

If you have a post that is garnering a particularly high number of Likes, you could pin it to maximize its lifespan. When you select to pin a post, it remains at the top of your Page, so people see it before any of your other posts. You could change your pinned post as often as you like, so ensure to keep it fresh, always featuring your best-performing content in the high-visibility location.