Every week on Thursday, we’ll be posting effective marketing tips that can help you grow your business. Today we’re focusing on how to optimize your Facebook page to reach new customers. 73% of U.S. adults use Facebook everyday, so it’s essential to have a page that reaches the potential customers you need.
As of 2019, over 80 million small and medium businesses are on Facebook. With so many businesses already on the platform, your missing out on an important channel for reaching new customers. However, it’s not as easy as just publishing your business on the platform. In fact, many don’t realize that you need to optimize your business profile to get the best results. So how can you start making meaningful changes to your Facebook business page?
1. Create The Right Type of Pages
There are many options Facebook gives when you go to create a page. A few options you’ll need to choose with include:
- Local Business or Place
- This is your best option if you have a local place of business that’s open to the public. This type of page automatically populates your page with sections for more detailed store information (hours of operation, give directions to your business, parking information, and more about your location for customers to use)
- Company, Organization, or Institution
- For corporations, educational institutions, or businesses that aren’t always open to the public like a normal brick and mortar location. You’ll have some of the same categories, but it doesn’t allow you to add parking, hours of operation, check ins, and more.
- Brand or Product
- If you sell a specific product and that’s the sole mission in your business – this is the type of page for you. Facebook offers a variety of categories such as cars, pet supplies, technology, clothing, and even a generic product/service category.
- Public Figure
- Pretty self explanatory, but Facebook also suggests this type of page for Actors, Chefs, Entrepreneurs, Politicians, Musicians, Bands, and more.
- This type of page is best for magazines, tv shows, movies, and other forms of entertainment that you’d like to promote.
- Cause or Community
- Mostly for community organizations or causes. If you have a non-profit organization – choose the Company, Organization, or Institution page type.
This can always be changed later, but it’s a good idea to have the proper page type setup so your page can display the best information relevant to your mission.
2. Fill Out The Key Information
Making sure your About section is complete and accurate is essential for customers to learn more about you. Search engines also use social media data to help connect customers to businesses that match their search request. Social media results are often at the top of search result’s pages. If your information is inaccurate, you could be missing out on valuable traffic coming from search engines, and even Facebook itself.
If you’re just creating your page, Facebook gives you the options to fill in the information as your creating it. For those of us with a page already created, it’s still easy to edit your page info.
Just click on your page name in the sidebar to get to the screen that looks similar to this:
Once you’re there, you’ll see the 3 buttons labeled, “Like”, “Follow”, and “Share”. Click the button next to Share with the 3 dots and a drop down menu will appear. At the top of that list, click Edit Page Info. This will take you to your page information (that will be listed in your About section).
Once your page information form pops up, just go down the line and fill out what you can.
Important sections that you should DEFINITELY fill out include:
- Description: How would you describe what your business does to someone who has never heard of you? This is your place to inform potential customers about who you are, your key products/services, and what makes you unique.
- Your description is also displayed when someone shares your page so make sure the first few paragraphs describe the key parts of your business!
- Categories: If you’re business wears many hats, you can now add multiple categories to define exactly what you do.
- Contact Info: One of the most important pieces of information you’ll fill out. Make sure your phone number or main form of contact is accurate and up-to-date!
- You’ll also fill out your website (if you have one) and your best contact email below the field for your phone number. If you don’t have a website or email that represents your business well, just check the box for “My business doesn’t have a ….”
- Location: Another important field that’s essential to your business being found. If you have a physical location, make sure you enter the correct address. Facebook also gives you the option to let people know if your business is located inside another business (i.e. The Cactus Hotel, Executive Office Building, etc).
- Do not list your address if you work from home! Fill out the service area section if you only work from a home office.
- Service Areas: If you drive to your customers, make sure you input the areas of town that you serve. This allows Facebook to show your business to customers outside your immediate area. It also lets potential customers know if you serve their neighborhood, city, or region.
- Hours of Operation: Another extremely important part of optimizing your Facebook page is letting people know when you’re available! Even if you do not have a physical location, fill out when you would like people to contact you in regards to your Facebook page and/or business.
- More: This is normally reserved to give additional information if you want to. We recommend filling out the price range section, but you don’t need to worry about the additional fields unless you have a specialist helping you. If filled out incorrectly, it can hurt you more than it can help.
Once you optimize your Facebook page with accurate about information, you’re well on your way to having a customer-friendly, successful page that works for your business (instead of against it).
3. Upload Your Page’s Profile Picture
Earn your business some credibility by uploading a high-quality profile picture to display next to your page name. Some businesses use their logo, others may use a relevant (easily visible graphic). Either way, make sure it’s easy to see and visually makes sense with your business page.
Most logos that have square dimensions (250 x 250) will fit perfectly in the circle for your page’s profile picture. If you don’t have a logo that will fit, try adding an easy to see clip art graphic that matches your brand’s personality.
Since this is one of the main visible elements of your page across Facebook, you want to make sure your profile picture looks professional. Azuma Media creates high-quality social media graphics as a part of all of our Social Media Services.
4. Upload A Relevant Cover Photo
An easy way to optimize your Facebook page is putting up a cover photo. While some cover photos can be custom designed, it’s also okay to use a high-quality photo of your business. Whether that’s you doing what you love best, a picture of your products, your storefront, or more – make sure it’s relevant to what you do.
Facebook cuts off the height of most cover photos when switching from Desktop to Mobile devices, so make sure you’re using the dimensions 820px by 360px as the full photo. If you plan on using text or other elements in your cover photo, try and keep them in the center so Facebook doesn’t cut them off when it resizes to mobile.
**Cover photos should not be misleading, deceptive, or infringe on anyone’s copyright. If you want to read more about Facebook’s page guidelines, click here.
5. Create Your Page’s Username
When you want to share your page with someone, it’s not very user-friendly to send a long URL link with a bunch of numbers at the end (and it’s definitely not easy to remember)! Instead, you can create a short, memorable username that helps you easily memorize your Facebook link, while making it easier for customers and search engines to find you.
To create your own, just go back to your page’s dashboard (click on your page name in the sidebar or go to Page’s). Under your profile picture you’ll see a greyed out link that says create your username. Make sure you make it similar to your business name or easy enough for potential customers to remember (i.e. @azumamedia).
Once you’ve created your username, you’ll be able to share a user-friendly Facebook link such as, https://facebook.com/azumamedia or let people find you by just typing @yourusername in the search bar.
6. Add A Call To Action Button
Whether you want people to visit your website, message your business, call your business phone number, or take any number of other actions – you’ll need a call to action button in order to optimize your Facebook page. This blue, bold button is normally shown below your cover photo and helps people take the next step when they’re interested in working with you.
Depending on what you do will help determine the best button type to use. For example, if you’re a Massage Therapist and want to take appointment requests through your Facebook page, there’s a “Book Now” button you can use. You can also use this if you want your potential customers to learn more about your business by visiting your website. Facebook provides a variety of button choices to choose from to make it your own.
To setup your Call to Action on your Facebook page, go to your page’s dashboard again. Scroll down till you see the blue button and click on it. A popup with come up that walks you through selecting the proper action. Once you approve your call to action, Facebook will display it under your cover photo for your page visitors to use.
7. Setup Messenger and Respond Quickly
Another way to show your potential customers you’re a trustworthy and support-focused business is to setup your Facebook page’s messenger. Messenger for your page gives customers a way to contact your business (instead of your personal profile).
However, if you turn this setting on make sure you can respond quickly. The quicker you respond, the more likely it is you’ll get a badge. This badge lets potential customers know you respond quickly and can help answer their questions. However, if you miss responding to those who message you or you don’t respond fast enough, it can take it away. Facebook will display that information on your page which discourages customers from sending you a message. When you optimize your Facebook page, this badge can help you get more messages from potential customers.
To setup messenger for your page:
- Go To Your Page
- Click the gear icon for Settings
- Under General, Click Messages
- Then click the button that says, “Allow people to contact my Page privately by showing the Message button“
Wrapping It All Up
When you optimize your Facebook page it’s important to have accurate page information. This will help your business get found easier, bring new customers to your page, and boost your SEO rankings. It can take some time to get everything set up correctly, but once it is – your page will be easier to find and trust. Enjoyed this week’s Marketing Tips? Let us know in the comments and share this post! If you have a question about this article or setting up your own page, give us a call – we’d love to help.