10 Tips for a successful Facebook Business Page

April 16, 2018
macfarlanecreative

If you don’t already have a Business Page set up on Facebook, then you probably should. With nearly 2 Billion monthly active users, it’s well-advised to ensure your business has a presence.

If you’ve set up a personal profile on Facebook, you’ll be familiar with using the platform, but setting up a Business Page comes with a completely different variety of issues to take into account.

Unlike a personal profile, you should be thinking with more a strategy in mind, it’s marketing your business after all. You should be aiming to get likes, shares, and engagement in order to attract more ‘loyal fans’, also known as … potential customers. You should think twice about the images or videos you are posting, how do they reflect your business? Are they high-quality, relevant, and interesting enough to represent your brand?

Getting started can be tricky, so we’ve compiled this list of Top Tips you can follow to ensure you create a page that is engaging, represents your brand, and takes advantage of the tools Facebook has to offer.

1) Differentiate between Personal and Business Profiles

Facebook Business Page

Don’t make the rookie error of setting up a Personal Profile for your business. Aside from the fact it looks amateurish and unprofessional, you’ll be missing out on a whole raft of useful promotional tools, analytics reports, and advertising opportunities that Facebook for Business has to offer. Also, you know when someone has to request to be your friend on Facebook? You don’t want to put any roadblocks in the way of anyone connecting and engaging with your Business Page.

2) Assign reliable and trustworthy Admins

Facebook Business Admin

Your Business Page is an important marketing channel, don’t just allow anyone access to control the page. Review who really NEEDS access, or who would be of great benefit, and limit the admin rights to only those. The more people that have access, the more opportunities there are for PR disasters to occur. If an admin posts on Facebook late on a Saturday night without realising they are logged in as the admin of your Business Page, and not their own personal profile, it could very quickly get messy! If you have a team of admins, consider some social media training, or create brand guidelines and review them regularly.

To assign admins on your business page, click “Settings,” and “Page Roles.”

3) Logo & Cover Photo

Facebook cover

Make sure to make your Page recognisable by using your main logo as the profile picture. This profile pic will appear next to every post you make, so adjust it to make sure it’s of good enough quality that it can be read clearly.

Take advantage of the canvas that is your Cover Photo at the top of your page. This should be an appealing image or video that relates to your business, but can also be used to advertise your latest offers or promotions. Your Profile Picture should remain constant to create brand consistency and recognition, but consider changing your Cover Photo regularly to freshen things up, maybe once a month, or once a season. Be sure to view your cover photo on a mobile device to check whether you need to readjust or crop it.

TIP: Facebook occasionally changes the dimensions of profile pics and cover photo, keep an eye on it and check here to find out the most up to date dimensions.

4) Add a ‘call-to-action’

Facebook call to action

You can now utilise the handy call-to-action function for a variety of tasks, including ‘watch video’, ‘book now’ or ‘sign up’. It’s a useful marketing tool for driving traffic to your website, or a page of your choosing, or increasing engagement through direct messaging.

You can add a call-to-action to your Page by clicking the blue “Add a Button” box.

Add Button Facebook

You can then choose which CTA you’d like to use, or you can click on the drop-down arrow next to the button and select ‘view insights’ to get analytics on how the button is performing.

5) Complete your ‘About’ section

About information Facebook

Don’t underestimate the importance of the ‘About’ section. It’s fun to add all your images and buttons, but the details in your ‘about’ section is invaluable for visitors to find out more about you and the services you offer.

Fill the section with us much information as you can, whilst being brief. That might seem like an oxymoron but it’s important to be clear about who you are and what you do, without boring the visitor to death. Be as complete as you can about your brand, your story, and your offerings.

Adding information about your milestones and achievements gives visitors a feeling for your background and experience.

6) Posting video and photos to your Timeline

Video photo post Facebook

As a Business Page, you should try to include visual content as often as possible. Visual content like photos get much more engagement than a text-only post, and video content gets even more! Facebook loves you to post video as it keeps viewers on their site longer (allowing Facebook to sell more advertising).

Facebook Live is hugely popular now, and the statistics show that viewers will watch a Live video for three times longer than a standard video post. Use Facebook Live to engage with viewers and promote the culture and personality of your brand or business.

7) Post frequency

social media content planner

There’s no magic solution to how often you should post, track your engagement and see what works. You should be as regular and consistent as possible, without being overly-present and annoying. Posting less regularly will mean that people will disengage with you, as you’re not taking your social strategy seriously.

Marketers will create a ‘content calendar’, planning a month, or more, in advance to ensure consistency and professionalism. There are plenty of free content calendar templates available online, find one that works for you.

Facebook allows you to schedule posts, which is extremely helpful. Once you have create your content calendar, you could write all of you posts in one day, and schedule each for when you would like it to be published, meaning you don’t need to worry about posting them for the rest of the month. There are lots of social media software solutions out there, like Sprout Social, but you can schedule posts from directly within Facebook too. Just click the arrow next to the “Publish” button and click “Schedule Post.”

Facebook schedule post

8) Allow fans to send you private messages

Facebook Messenger

Facebook Messenger is a useful tool for allowing users to send you a direct private message, which is great for customer service, or queries. You can enable this feature through your page settings.

Facebook Messenger

Make sure you only enable this feature if you are able to monitor your messages and respond in a timely manner however, as your response rate is shown to all visitors, and a poor response rate could reflect badly on your brand.

9) Engage with comments

Facebook comments engagement

The main reason for having a Facebook Business Page is to ‘engage’ with your fans (remember… potential customers). Be sure to view any comments on your posts, and engage with them in a suitable manner. You’ll get notifications for each comment made, which helps to keep you informed of what’s going on. If you regularly receive hundreds of comments, it’s probably wise not to get into liking or replying to every single one, but definitely keep an eye on the conversation to see if there’s any need for you to jump in.

10) Gain more fans by promoting your page or post

Facebook boost

Facebook makes money through advertising, that’s how it works, so in exchange for a advertising fee, you have the option to Promote your page to a particular demographic. You may think, “why would I pay when Facebook is free to use?”, well Facebook cleverly doesn’t show your posts to everyone, it only pushes it to less than 10% of your followers timelines, unless you pay to promote it. The good news, however, is that Facebook’s algorithms are incredible, and in exchange for a little bit of cash, you can push your page, or post, to an accurately targeted audience, based on their behaviours and likes, meaning you are much more likely to gain ‘high-value’ followers, i.e. fans who are actually interested in buying from you… rather than your friend’s mum!

You can easily ‘Create an ad’ from your page, and follow the Facebook options based on what your objectives are.

After choosing your objective, you can select your target audience, your daily budget, and much more. Make sure to use visual imagery which is eye-catching, appealing and relevant to your business or audience.

We hope you found this guide helpful. If you’d like to find out more about how we can work with you to design and build your social media pages, and promote your business through digital marketing strategies, get in touch.

Until then, Happy Facebooking 😉