Facebook is powerful. It is the most powerful platform to use for business marketing.
Your Facebook page allows you to connect with your audience, promote your products and services and assist with customer support. If you don’t already have a Facebook business page you should strongly consider making Facebook part of your marketing to reach your existing and future customers. This article isn’t going to focus on the (many) benefits of Facebook though, this article is going to guide you on how to optimize your profile to get the most out of your Facebook business page.
Step 1: Select the correct page type for your business
When you first create your Facebook page there are types of pages to choose from:
• Business or Brand
• Community or Public Figure
For either type there are categories you can choose to better define your business. If your page is already created you will be able to edit these categories within the ‘Page Info’ tab in your page settings.
Step 2: Visually optimize your profile
Profile photo: This photo will appear as your icon every time you comment on a post or publish in the News Feed. Square dimensions are best, and Facebook will crop it into a circular shape in ads and posts. The image should visually represent your brand. Ideally if the page is for a business or brand the image should be of your logo, if it is a profile for a public figure the image should be a professional head shot.
Cover photo: The cover photo appears across the top of your page and is a great opportunity to deliver a visual element that supports your branding, draws attention, or elicits emotion from your visitors. Your cover photo displays at different sizes on desktops and on smart phones. If you want to use a single image that works pretty well on both desktop and mobile I suggest avoiding text and using photos or a graphic that represents your brand. If text is used (ie. to promote an event) add the text in the centre of the image. You can upload a slideshow of multiple images as well as a cover video!
Step 3: Complete your profile information completely
On your page select your ‘About’ tab. Here you will be able to edit your page information and username.
Let people know who you are and what you offer in your about page by filling out your bio, description, categories, contact details and more. Think of your description as your digital elevator pitch. How can you best sum up your mission in one sentence?
Quite possibly the most important thing about your Facebook profile: Your username. In order for your fans or other pages to tag you in posts you need to have a username. This will also be used to identify the link to your Facebook page. Your username should match the name of your page as much as possible.
Step 4: Templates & Tabs
To make things easier, Facebook has created some default templates you can choose from. Select one that best fits your business and customize to only include the necessary tabs.
Step 5: Page Roles
If you plan on sharing your Facebook marketing duties with a team, you’ll want to grant access for various folks and various roles.
Here are the roles that you can choose from:
Admin – Complete and total access to everything (you are an admin by default)
Editor – Can edit the Page, send messages, and post as the Page, create Facebook ads, see which admin created a post or comment, and view insights.
Moderator – Can respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights.
Advertiser – Can see which admin created a post or comment, create ads and view insights.
Analyst – Can see which admin created a post or comment and view insights.
To add collaborators, go to your Page settings and the “Page Roles” section. You can type in the name of any Facebook friend or person who has liked your Page. Alternately, you can type in an email address associated with a Facebook account.
Step 6: Messaging
Remember when I said that Facebook can assist with customer service? It can be a great customer service tool. Use your page to respond and interact with customers through messenger. Within your page ‘Settings’ select ‘Messaging’. Here you will be able to setup how people message your page, set auto responders and/or appointment messaging.
Step 7: Other things to optimize
Add a Call to Action Button – This will display on your page under your cover photo. Add a button to direct users to either send a message, book with you, visit your web page, call you etc.
Services and Products – Add your key services and products to your page.
Jobs – Job postings added to your page will be shared in your local Marketplace.
Events – Bring people together and promote your gathering by making an event.
Facebook changes constantly and new features are added on regularly so make sure your page is up to date on a regular basis. That being said, no optimization tactic can save your Facebook page unless you update it often and engage with your audience!
Individually, these tips may be simple and make a small impact. Together they can help you build a complete Facebook presence for your business!
Ready to make the most of your social media? Email firstname.lastname@example.org, let’s chat!