In 2020, an Engaging Facebook Business Page is a must!
Use These 10 Business Facebook Page Tips For Success
Whether you’re setting up a brand new Facebook business page for your brand, or you’ve decided that 2020 is the year you decide to step up your existing one, you’ve made a good choice.
Facebook is home to nearly 2 billion monthly active users.
It should be easy right? Just slap together a photo, type up a couple of posts, and expect the leads and customers to roll on in, right?
If you’re not creating a Facebook Page with a comprehensive strategy to get noticed, liked, and engaged with, the chances of actually generating leads and customers from it are pretty slim.
Here’s some tips for your Business Facebook Page to help you make sure you do it right:
1. Don’t create a personal profile for your business.
We’ve seen it more times than we can count, a business owner creates a personal profile for their brand instead of an actual Facebook Business Page.
That puts them at a huge disadvantage — you’re missing out on all of the tools that come with a Facebook Business Page:
- content creation tools,
- paid promotional opportunities
Plus, a personal profile would require people to send you a friend request in order to engage with you, and the last thing you want to do is make anything more difficult for customers.
And while you’re at it — don’t create an additional public, “professional” profile associated with your business. For example, If you were to create another personal profile that you only use for your business.
Sidebar: that’s what LinkedIn is for.
People usually do that to connect with professional contacts on Facebook, without letting them see personal photos or other posts. But the fact of the matter is that creating more than one personal account goes against Facebook’s terms of service.
Also, you need to make sure that your Facebook business page falls under the right classification from the following six types:
- Local business or place
- Artist, band or public figure
- Company, organization or institution
- Brand or product
- Cause or community
Choosing the right category is vital as specific features may or may not be available to you should you choose the wrong category. For example, selecting “local business or place” gives you an option to set a physical address while categories like “Brand or product” lacks that feature.
2. Avoid publishing oopsies with page roles.
We’ve all heard those horror stories about folks who accidentally published personal content to their employers’ social media channels — a marketer’s worst nightmare.
To avoid publishing mishaps like those, assign Facebook Business Page roles only to the employees who absolutely need it for the work they do each day.
Before you do that, be sure to provide adequate training to those who are new to social media management, so they aren’t confused about what to publish, what to post, whether or not to schedule, etc.
3. Optimize and Size those Photos!
Make sure that your photos are the right size and are unforgettable..
- Add a recognizable profile picture.
Make your profile picture easy for your audience to recognize — typically a company logo for a brand or a head shot of yourself (if you’re a freelancer or consultant)
Being recognizable is critical to getting found and liked, especially in Facebook Search and it’s what shows up in search results, and is placed at the top of your Facebook Page.
- Size your images appropriately.
When choosing a photo, keep in mind that Facebook frequently changes its picture dimensions, which you can find at any given time here. Currently, page profile pictures display at 170×170 pixels on desktop, and 128×128 pixels on smartphones.
- Optimize your images.
From your profile picture, to cover photos, and updates — all images should be as captivating as possible and convey to people what it is that your business does.
- Choose an engaging cover photo. (or video)
We love telling our clients to use this prime real estate to put a brief video. These videos are an easy way to disseminate a lot of information, and as a bonus are a way to gain metrics on views, visits etc. Be sure to pick an attractive cover photo (or video). Since your cover photo (or video) takes up the most real estate above the fold on your Facebook Page, make sure you’re choosing one that’s high-quality and engaging to your visitors, like this video from BlakSheep’s Facebook Page:
4. Add a CTA (Call to Action) Button.
Since Facebook first launched the feature, the options for brands to add call-to-action buttons to their Facebook Page’s have vastly expanded.
These are things like “Watch Video,” “Sign Up,” or “Book Now” — and each can be customized with a destination URL or piece of content of your choosing.
This is a great way to drive more traffic to your website, or to get customers to take a desired action.
See how we added a “book now,” button to allow customers to set up a free consultation with us.
This is another way to allow potential customers to easily interact with us (or your brand) and to learn how we (or you) can meet their needs.
To add a call-to-action to your Page, click the blue “Add a Button” box.
Then, choose which type of CTA you want to create, and which URL or existing content on your Facebook Page you want it to direct visitors to.
To get data on how many people are clicking it, simply click the drop-down arrow on your button and select “View Insights.”
5. Fill out all of you company’s information.
Fill out your ‘About’ section with basic information.
Remember, this info is used by search engines as well, so make sure it’s consistent with all of your other information across the web.
Optimize this section to best align with your brand — a general description, a mission, company information, or your story — with brief, yet descriptive copy. By doing so, your audience can get a sense of what your page represents before they decide to Like it.
6. Regularly post high quality, balanced content.
Now that you have your Facebook business page created, it is time to create content for users.
Do not limit yourself to just one type of content and embrace the opportunity to experiment with different formats to see which combination your audience likes best.
Use photos, videos, text, or any combination in your Facebook posts to help distribute your message.
If you are finding it difficult to mix up your content and engaging your audience, you can always start with the 70-20-10 habit:
- publish original material 70 percent of the time
- post content relevant to the interest of your audience 20 percent of the time
- Create self-promotional content only 10 percent of the time
If you go by the rules mentioned above, you should be able to mix up your content and never run into the problem of boring your audience.
More importantly, it opens up an opportunity to voice your concerns and express your observations in your niche.
7. Post photos and videos to your Timeline.
Visual content is a requirement of any online presence, including social media channels. After all, it’s 40X more likely to get shared on social media than other types of content.
Photos are a wonderful way to capture moments and an actual look at your brand, but, in 2020, you should probably invest a good amount of time and other resources into video.
The 2017 State of Inbound report cited video as the “main disruptor,” with 24% of marketers naming it as a top priority.
“Watch video” is a CTA that Facebook allows brands to add to their Pages for a reason:
it’s becoming one of the most popular ways to consume content.
But it’s not just prerecorded videos. According to the social media channel’s newsroom, “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.”
So don’t be afraid to give viewers an in-the-moment look at what your organization does, but do make sure you’re prepared.
8. Know when and how frequently to post.
One of the most important considerations in your Facebook content strategy (next to the actual content itself), should be when and how frequently you post.
If you don’t post frequently enough, you won’t be seen as reliable or authentic.
After all, how much faith do you put in a brand that hasn’t updated its Facebook Page for several months?
Post too often, however, and people might get sick of having their feeds flooded with your content.
There are a number of applications and websites that you can use to research the best times to post, and some even suggest what to post.
Your business should establish some sort of editorial calendar to establish a schedule for when you share particular posts according to season or general popularity.
You’ll probably have to adjust your calendar several times, especially in the earliest stages of setting up your Page, since you’ll want to check the performance of your updates in your Facebook Insights (which you can navigate to via the tab at the very top of your page).
Once you’ve observed popular times and other analytics for your first several posts, you can tailor your posting frequency and strategy accordingly.
At BlakSheep Creative, we use in depth analysis of your posts (and your competition’s posts) to see what time and what subject matter will yield the best results. We even can schedule out your posts a week at a time to make it easier. Just sit back and watch the results!
9. Use Facebook Page Insights to Monitor Progress
Regular Facebook updates are only the first step.
To set your business apart from your competition, it’s important to monitor your metrics to discover trends in engagement.
Doing this allows you to know exactly what you are doing right (and what you are doing wrong).
The best tool for this job is Facebook’s free internal analytics tool called the Facebook Page Insights.
Page Insights will provide you with a clear picture of how your business page was doing over the last week with details of the following:
- Number of page likes/unlikes
- Post Reach
10. Optimize your posts.
Let’s face it, the Facebook newsfeed is a very crowded space for any businesses marketing.
How you craft your posts will either make them stand out or send them straight into the bottom of users’ newsfeeds and never seen.
Shh… Here’s a secret:
Updates from Facebook business pages accompanied by high quality and compelling images are up to 10 times more effective in producing audience engagement compared to posts that only have plain text.
If the purpose of your social media update is to share a link, here’s a tip. Capture the information about the URL (image, title, and first paragraph) and then delete the URL before posting.
This will make your post appear less cluttered and help drive focus to the subject and image of your post.
11. Take advantage of Facebook’s targeting tools.
Facebook allows you to target certain audiences with individual updates. You can segment individual page posts by:
- relationship or educational status
Just click the small bullseye symbol on the bottom of the post you want to publish, and you can set metrics for both a target audience, and one you think might not want to see your content.
Facebook business page setup and marketing can seem confusing.
But it doesn’t have to be. Our team of social media marketing experts have the experience, certifications, and desire to help your business leverage Facebook (or any other social network) for success.
We can help you implement Facebook advertising (Facebook marketing), content generation, or even setting up your business page. Need graphic design for your page? We’ve got you covered.
Get in touch with us, and lets discuss your goals and how we can help you smash them.