Whether you’re setting up a brand new Facebook page for your brand, or you just want to make the most of your existing one, it’s probably a smart move. Facebook is home to nearly 2 billion monthly active users. That should be easy enough, right? Just slap together a photo, and a few posts, and expect the leads and customers to keep coming, right?

Wrong.

If you don’t create a Facebook page with a detailed strategy for getting noticed, liked, and engaged, the chances of it actually generating leads and customers are slim.

8 Facebook Business Page Tips

1) Do not create a personal profile for your business.

Instead of a real Facebook business page, we’ve come across many well-intentioned marketers and entrepreneurs who create personal profiles for their brands. That puts you at a huge disadvantage — you’re missing out on all the content creation tools, paid promotion opportunities, and analytics/insights you get with a Facebook business page. Plus, a private profile will require people to send you a friend request to connect with you, and the last thing you want to do is make it more difficult for customers.

And while you’re at it don’t create an extra public, “professional” profile related to your business. For example, I already have a personal profile on Facebook that I keep mostly private; Creating a second, generic one called “AmandaZW HubSpot” or something along those lines would be the practice I’m talking about. People typically do so to connect with professional contacts on Facebook, rather than to view personal photos or other posts. But the fact is that creating more than one personal account is against Facebook’s terms of service.

2) Add a recognizable profile picture.

You’ll want to choose a profile picture that your audience can easily recognize from a company logo for a big brand, to a headshot of yourself if you’re a freelancer or consultant. Recognition is important to be found and liked, especially in Facebook searches. It shows up in search results, the images at the top of your Facebook page, the thumbnail image that displays next to your posts in people’s feeds… so choose wisely.

When choosing a photo, remember that Facebook often changes its image dimensions, which you can find here at any time. At the time of publication, page profile images display at 170×170 pixels on desktops and 128×128 pixels on smartphones

3) Add a call to action (CTA) button.

Since Facebook first launched the feature in December 2014, the options for brands to add call-to-action buttons to their Facebook Page have expanded greatly. These are things like “Watch Video,” “Sign Up,” or “Book Now” — each of which can be customized with a destination URL or content of their choosing.

It’s a great way for marketers to drive more traffic to their websites or get more attention to the Facebook content they want to promote. This is a great way for marketers to drive traffic from their Facebook business page to their website. Check out how Mandarin Oriental uses the “Book Now” button to make booking easier for visitors.

4) Fill in your ‘About’ section with basic information, and add company milestones.

We’ve come to the most important part of your Facebook page: the ‘About’ section. While visitors no longer see a preview of your “About” text when they land on your page instead, they have to click on the “About” option in the left-hand column next to your content -it’s still one they try to get more information about your page. First places to look.

However, even within the “About” section, there are many options for copying. Consider optimizing the section that best aligns with your brand. a general description, mission statement, company information, or your story – with short, but descriptive copy. By doing so, your audience can get a feel for what your page represents before they decide to like it.

You may also want to generate segments that allow you to record milestones and awards — such as when you launched popular products and services . as well as the date/year your company was founded or when you hosted major events.

5) Post photos and videos to your timeline.

Visual content has become a necessity for any online presence, including social media channels. After all, it’s 40X more likely to be shared on social media than other types of content. While photos are a fantastic way to capture moments and get a real look at your brand, you should probably invest a good deal of time and other resources into video. The 2017 State of Inbound report cited video as a “major disruptor,” with 24% of marketers naming it a priority.

“Watch Video” is one of the CTAs that Facebook allows brands to add to their pages for a reason — because it’s becoming a more popular way to consume content. But it’s not just pre-recorded videos. According to the social media channel’s newsroom, “People spend more than 3 times longer on average watching a Facebook Live video compared to a non-Live video.” So don’t be afraid to give viewers an in-the-moment look at what your organization does, but make sure you’re prepared.

6) Determine the appropriate time and frequency for your posts.

An important consideration in your Facebook content strategy should be how often and when you post. If you don’t post often enough, you won’t come across as trustworthy or genuine — after all, how much trust do you have in a brand that hasn’t updated its Facebook page in months? However, post too often, and people may get sick of having their feeds full of your content.

Here’s where a social media editorial calendar can be especially useful. As with any other online content, it can help you establish a schedule for when you share specific posts based on the season or general popularity. You’ll need to adjust your calendar a few times, especially in the early stages of setting up your Page, as you’ll want to check the performance of your updates in your Facebook Insights (which you can navigate through tabs). at the very top of your page). Once you track the popularity times and other analytics for your first few posts, you can adjust your posting frequency and strategy accordingly.

Wondering how to schedule posts? You can use an external publishing tool like Social Inbox within HubSpot software or the Facebook interface. For the latter, click the arrow next to the “Publish” button and click “Schedule Post”.

Facebook Business Page

7) Use Facebook’s targeting tools.

Facebook allows you to target certain audiences with specific updates. Be it gender, relationships or educational status, age, location, language, or interests, you can segment individual page posts according to these criteria.

Click the little bullseye symbol at the bottom of the post you want to publish, and you can set metrics for both the audience you want and the ones you think don’t want to see your content.

8) Pin important posts to the top of your page.

As you post new content to your Facebook page, older posts are pushed down your timeline. But sometimes, you may want a specific post to stay on top of your page even after you publish new updates.

To solve this, Facebook offers the ability to “pin” one post at a time to the top of your page. You can use pinned posts as a way to promote things like new lead-gen offers, upcoming events, or important product announcements. To pin a post, click on the drop-down arrow in the top right corner of a post on your page, and click ‘Pin to Top. It will then be marked with a small bookmark and appear at the top of your page. Remember that you can only have one attached post at any time.

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