Digital marketing has been growing at an all-new speed. Thanks to easy usage and customer awareness reaching out to your audience couldn’t have been easier. Facebook opens access for small businesses promote their offerings to a wide-audience of an estimated 2 billion+ users. A Facebook Business page is a must for most businesses whether you are a local pizza store, an e-commerce site or a well-established business operating world-wide.
But how exactly does Facebook Business page works and how can you use it to grow your small business? Let’s explore:
First, what is a Facebook Business page and can u create one without a personal account?
A Facebook business page is a separate profile created with an intention to promote, sell online or create customer awareness about your brand. Say your business is a cupcake shop who takes online orders from Brampton and Mississauga. You can set-up a Facebook Business page to promote your offerings. Businesses share their stories by posting images, videos, and blogs on their “timeline” to grow and keep their Facebook followers updated. Businesses can also promote their Page through paid advertisements on Facebook. For businesses looking to sell online, Facebook offers online store options where your customers can shop and pay. Other advance features include sharing an ideal target demography with Facebook and then using its analysis tools like “Pixel”, Facebook displays your paid promotions to users that match your target demography. When you promote your posts and get more “Likes” and Followers, this is called “Reach”.
Do you need a personal account linked to create a business page?
Facebook lets individuals create Facebook pages via “Business Manager”. Facebook usually requires that you set up a business account as an added page via your personal account. But a Facebook business manager is a free tool for individuals who either do not have a personal account or don’t wish to create one. Therefore, users create a business page without the need for a linked personal account. In short, Facebook’s business manager allows companies and individuals to handle their ad accounts without any personal account needed.
Let’s get started!
Assuming that you have already created a Facebook business page either via business for Facebook or through your personal account, here are some points to keep in mind to get the best out of your business page:
Choose from your type of business
While creating a page you may be asked to select one of the below-mentioned options that you feel works best for you. Keep in mind that this can be modified to your reach, and in the long-run also help filter more relevant leads for your business.
Local Business or Place
Company, Organization or Institution
Brand or Product
Artist, Band or Public Figure
Cause or Community
Add a great cover photo
Create a well designed and high definition picture for your business page cover. Your customers land on the page and should have a great first impression. A grainy picture or one that is not relevant to your business looks sloppy. Make use of this space by leaving a great first impression. Consider the Cover page as the store front banner if you were to have a brick and mortar store for your business. It matters! A well-organised shop with good ad works and promotions gains more popularity in the offline world. Similarly, when your business creates an online profile follow similar steps that would help you gain your customer’s trust.
Tips: You can upload a photo, slideshow, or a video as your page cover
Create a good URL
Once your Facebook business page is set up, Facebook provides your page with a random URL name. To make your page easy to find and more shareable create a recognizable URL that customers can relate your business to. Example, Facebook.com/pages/BramptonCakeMasters.
Tips: Include your location where possible. Especially if you are a local business
Keep your “About” section optimized
Who are you, what do you do where are you located and how you provide the said service? Your profile’s “about” section is one of the first places any customer will go to in order to look for all these answers. A well-written introduction can help boost the customer’s interest keeping them on your page for a longer time. Provide a short description on the preview tab and a full-length detailed understanding under the About tab.
Tips: Readability is important. Keep it simple, short, and concise.
Create Custom Tabs
Tabs are basically landing pages inside your business page to help users navigate. Say for example you provide HR services in Brampton. You can add a custom tab for “Jobs” which will list all current openings for those of your viewers who are interested. The default tabs on your Facebook page include a timeline, about, photos, likes and more. But Facebook lets you add tabs as per your requirements.
Tips: Resist the temptation. Don’t go overboard by overpopulating the section with too many Tabs.
Quality matters when it comes to content
Pictures, videos, and blogs. Make sure to put your best foot forward. For blogs, share the most relevant blogs with your followers and use a thumbnail and caption to introduce the topic. This standard of posting is likely to get you more response in comparison to just copy/pasting a link.
For videos, try live videos, or high-quality engaging videos that explain your work or aim at advertising your services or products.
For pictures, Facebook provides different sizes to optimize your post use clear graphics and pictures with or without a message.
Below are some of the sizes that work best for Facebook pictures.
Cover photo: 851 px wide by 315 px tall
Profile image: 180 px wide by 180 px tall
Highlighted image: 1200 px wide by 717 px tall
Shared image: 1200 px wide by 630 px tall
Shared link thumbnail image: 1200 px wide by 627 px tall
Tip: Brand your content by adding logo, contact information, and standard graphical theme, where possible.
Post regularly! Recycling your best working blogs or ad campaigns is a good idea but should be implemented with care. If you are not sure how much time you can give your Facebook business page, you can use a scheduler to post on given times on your behalf. Regular content allows your page to stay visible and compete in a very saturated online market. This will also affect your insights and views so it is better to keep a good idea in advance of how much and how often can you create posts and content for Facebook.
Tips: Maintain a monthly Calendar of content to ensure consistency.
Try to win the Engagement badge
An Engagement badge can be earned by quick responses. That is when a user leaves a message reply and respond with a quick and accurate answer. Facebook then records your response time and over-time can award the page with a badge that shows up on your page along with your business profile that could read “typically replies in XX mins”. This lets a customer know that the business is responsive and helps with enhanced customer engagement.
Tips: You can activate an auto-responder chat-bot to automate the first response process.
Did your business win an award for the best work in its field? Add this to your milestone list on Facebook. This lets a user know how the company is faring in real-time. To add milestones, click on the "Timeline" section of your Page, and click the "Offer, Event +" option in the page update composer near the top of your page.
Tips: You have more milestones to share than you can think of. Share the little wins, new skills acquired, new certification, etc.
Use Facebook Insights
Facebook insights are Facebook’s analytic tool. This tool helps you measure and analyse your Facebook reach and presence. Insights give you a good understanding of all your posts engagement and efforts, helping you decide what works best and what doesn’t work with your Facebook followers. Thereby helping you customize content and alter it to match the needs of your viewers.
Tips: Compare your engagement rate to decide which type of content and messaging is yielding higher response rate.
Ask for Reviews, Likes, and Shares
Ask your Friends and Followers on your personal page to come Like your business page and share it with their network. This creates momentum for your page and activity.
Tips: Ask your Facebook Friends to share the Page within their network. This will help you make new connections with mutual contacts.
Create Engaging Ads
Facebook allows multiple ways of boosting your business page from lead generation ads to boosting a product or campaign or just a newsfeed article. Each time you can use and experiment with different ad options according to your need. Example, Facebook business page for your antique shop in Kitchener can talk about its event and promote it as an ad and newsfeed or lead generation ad asking people to sign up for the event and share their details to RSVP.
Tips: Use A/B Testing to evaluate the right audience, message, and format to make the most of your Ad spending.
Overall Facebook ads and business page is a good start for any small business with limited promotional budget and reach. Right content, engagement and ad tools can help your business grow and reach out to potential customers.
MarketinGROW help small businesses generate leads and enhance customer engagement by launching and managing a target Facebook Ad. Whether you already have a Facebook page or are new to it, we can help you! Book a consultation to know more.
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