More than one billion people use Facebook every day, according to Facebook. If you’re considering tapping this market to promote your product or services, here are three things to keep in mind.

Stay Relevant and Engaging
What good is Facebook marketing without an audience? Build your following through relevant and engaging content. Social Media Examiner suggests, “To get more engagement, likes and shares, inspire your audience; use great graphics and video; make your information shareable, useful and fun; and cross-promote to other channels. Plus, show your personality throughout your Facebook marketing.” The post goes on to include tips such as regularly changing your cover photo, cross-promoting via other social accounts, hosting contests or giveaways, and getting personal by sharing about the people behind your brand.

Targeting & Segmentation
Staying relevant and engaging will help your brand build an audience and attract new consumers. Once you have engaged your audience and are able to identify its characteristics, use those characteristics to create Facebook ads and promote posts. Facebook has perfected the art of marketing segmentation and helps you refine your outreach using five key targeting elements: location, demographics, interests, behaviors and connections.

“Using Custom Audiences from your website, you can create an audience representing any group of customers or prospective customers that express interest in your product on your website,” says Facebook for Developers. “Later, you can reach these people with targeted Facebook Ads.”

Christian Karasiewicz of Social Media Examiner prefers targeting with Facebook’s Website Custom Audience. “With Website Custom Audiences, you can still run Facebook ads through Power Editor; however, this time you can target people who’ve visited your website (or even a specific page on your website) when they head back to Facebook,” he says.

Measure and Adjust
Paying attention to the Insights tab of your page is one of the most important things you can do to increase the effectiveness of your Facebook marketing strategy. This will keep you up to date on your page’s activity and the performance of posts and ads. Here, you can determine if your targeting and segmentation are working and make necessary adjustments. For example, who’s engaging with your brand? What demographic do they represent and what are their interests? Use promoted posts and strategic ad placement to continue to engage those who’ve been responding.

Facebook shares another effective tool for measuring your marketing efforts: Asking your audience.

“Ask how people heard about you—at the end of a call, in a survey, or at the point of sale—and keep track of what they say,” Facebook says. “It will supplement the data Facebook’s tools provide.”

Facebook also suggests optimizing your social media campaign through trial and error. “When you create your ads, try out different images and headlines to see what works,” the site says. “Facebook will automatically optimize your campaign so that more of your budget goes to the ad that’s performing the best.”