With over 1.3 billion monthly active users, Facebook’s Messenger app is an unprecedented success. Facebook is now looking to fully utilize the potential of this monster user base and has therefore added a feature for improving connectivity between local businesses and consumers.

Facebook’s not only for posting cat photos, complaining about restaurants, or stalking your ex, it’s also an incredibly effective advertising platform. From small businesses to big corporations, anyone can benefit from Facebook's marketing tools.

Facebook is like a Swiss Army knife, practical and featureful. But did you know that Facebook has hundreds of built-in marketing features that 1.8 billion users worldwide are mostly oblivious to? With that in mind, here are four Facebook features you can use to boost your SMB’s social marketing efforts:

Audience Insights tool
This free tool is designed to help businesses learn more about their target audience.

Facebook might be the biggest name in social media, but that doesn’t mean it’s the only one. Since there isn’t a one-size-fits-all platform, there are trendier options such as Instagram and Snapchat, with a burgeoning millennial base to choose from.

Skype used to dominate an area of VoIP communications that serves a special function: group video calling. With apps like Snapchat, WhatsApp and, most recently, Slack nipping at its heels, it comes as no surprise that social network behemoth Facebook takes a slice of the cake with its recently rolled out desktop group voice calling.

Facebook has been looking for new ways to diversify the services it offers. One such example is Facebook at Work -- launching today. The new product is a way for enterprise firms to stay connected and share information just like the Facebook of yesteryears.

Although some view Facebook as a strictly social platform reserved for selfies and political rants, its $350+ billion market value screams otherwise. While it isn’t something you should be shoveling money into, it probably is a sales avenue you’re neglecting.

The words “free publicity” bring joy to the ears of many SMB owners. You don’t have a big marketing budget, so you need to find ways to cut costs as much as possible. Luckily Facebook has you covered. There are several ways you can promote your business on the world’s biggest social network that won’t cost a dime.

Simply getting a ‘Like’ on your post is not enough anymore. It doesn’t give you any other useful data and you can’t immediately tell what people feel about your post. However, with Facebook reactions, you can be getting just what your company’s social media page needs.

You know social media marketing can be valuable for your business but, simply put, you just don’t have the time for it. And besides, you’re no social media expert, so the whole process itself can be unnecessarily long as you try and figure out what’s most effective.