If your business does not have a Facebook page, then it is best that you create one in the near future. Facebook is a platform that will allow you to advertise content and communicate with other users. Having a Facebook page, users can stay updated with your brand, know what’s happening on the news, start conversations and share fascinating contents with their friends. If you take a look at Twitter’s Facebook Page you will notice that they have their branded logo as their profile picture along with their custom banner. I’m sure you may be questioning what the blue tick means beside their name. Well, it means that they are a verified page and Facebook has verified their authenticity.
The timeline, on Facebook, is a place where you will see the brand’s own posts, posts from other users as well as stories, arranged by the date they were posted. Let’s now focus on the About tab; this is where you can find additional information about the business/brand. The company overview, description, and other important things are included here. As you can see on the far right of their page there is a Use App button. Once you click it, it will take you straight to their app, but only if they have one.
Your Facebook page gives your business a voice and presence on Facebook and a place to share business information directly with customers. A personal Facebook page is different from a business Facebook page as business Facebook pages are strictly for business and personal brands. Business Facebook pages also assist you to gain insights and analytics into your engagement. However, it also allows you to do activities just like a personal Facebook page would such as liking posts, commenting and following users. Another difference between business Facebook pages and personal profiles is the presence of a like button on business pages.
You really need to know your target audience and how they interact on Facebook in order to make the right decision to get your messages and information in front of them. Customers interact with your Facebook business posts by liking a specific post with different reactions, they could also interact by sharing a post from your page. When they hit the share button, Facebook provides them with the option to share with or without their own caption. After sharing, it will then appear on your follower’s news feed and also on their profile. Users can interact with your page by liking or unliking your page and have the option of choosing what posts from your business page shows unto their news feed.
Build Your Page
How to create a Business page on Facebook:
Source: iBrand Your Business Tv
Source: iBrand Your Business Tv
The goal of your Facebook page is to entertain users with the feel of your business whenever they visit your page. The cover photo of your business should be unique that represents your brand. The cover photo could be a popular product, your storefront, or even the founders and co-founders of the business. Adding a profile picture and cover photo to your business or personal profile is essentially the same. Here’s how to add or change your profile picture and cover photo:
Source: Social Media 4 Beginners
Adding visual elements to your business’ Facebook page is vital since it will reflect your brand and also provide an atmosphere for users to learn more about your business. You could use visual elements like photos or videos to aid in traffic on your business page.
The cool thing about using Facebook for your business is that Facebook allows you to add a call to action button located below your cover photo. How to create a Facebook call to action button:
Source: Paul Wilson
If you have chosen to direct users to your website as a call to action it is beat that you enter the URL which sends them straight to the page that will display specific information about your business or products.
In the settings tab on Facebook, you have the ability to customize the way content will appear on your page and who can interact with it. Here I have provided a detailed video of using the Settings Tab efficiently on Facebook:
Additionally, Facebook has the Page Roles found in settings which enables you to assign users as an admin, editor, moderator, advertiser or analyst. The roles have a different level of access to your Facebook page, which makes your content and information to remain the same.
Source: iBrand Your Business TV
How to use Facebook Activity Log:
To make it easier for users to find your Facebook page it is advised that you choose a username that describes your business. The username is also connected to your vanity URL which allows users to type directly into their web browser to find your page easily. How to create a custom URL(username) for your Facebook Business Page:
Source: Tammy Hudgin
Remember you cannot claim a username that is being used by someone else. To choose a username you must also be your page admin. Ensure that you enter a simple, clean and concise username.
Published Facebook pages are visible to the public while unpublished pages are only seen by you or who manages the page. To unpublish your page at any time you will have to be an admin. Dummies provide a brief way how to unpublish your business page.
Build Your Audience
Inviting friends through the feature Facebook provides is an easy and effective way to get more likes for your business page. The feature forwards a notification to the user you selected, to like your page. How to invite friends to like your Facebook Business page:
Source: Tina Lussier
On the user’s page you have selected to invite, they will receive a notification on their page by the globe sign that you have invited them to your page. This is how it will look, using my Facebook profile:
Once the users have received this notification and then clicks on it, it will direct the user to page automatically. Dummies also does a good job to summarize how you can share your whole business page on Facebook. You have the option to share on your timeline, a user’s timeline, a group message or a private message. You can also add a description to the shared post like “We love our customers” as people would really appreciate a business store like that. With shared posts, you have the option to specify how it shows up whether public or private.
You can also invite people who aren’t your friends on Facebook to like, visit or share your page by sending them an email. How to invite email contacts to like your Facebook page:
Source: Metachick Marketing
You can also gain more awareness to your page by using the Like button. This is a ripple effect because once users have like something on your page whether content or products, their followers will get a notification of what they have liked on your page. It is a great idea to have this Like feature on your page as it allows people to share and engage with content and develop brand awareness. How to add a Facebook Like Button:
Page Like Ads is a smart way to quickly increase traffic to your Facebook page. On your targeted audience’s newsfeed, these promotions will promote your page and show up as recommended pages. Here I have provided a detailed video on how to create Facebook ads:
The key way how you will interact with your users is by posting on your Facebook page as it is an integral part of your business’ marketing strategy. When you make a post, users will see it when they browse on your page and the post may also appear on their news feed. How to create a post:
Source: Facebook Business
You can also tag different users or establishments in the post if you are referring it to them. In the future, if you want to edit or change the wordings of the post you have the option to do so and then click Done Editing. Moreover, make sure that your posts are very clear, concise and have some level of value with the absence of incorrect spelling and grammar.
Adding images and or videos to your posts is a good way to make your posts engaging and relevant to your customers. How to post a picture on Facebook as a post:
Facebook now allows users to choose from different posting options as t how they would like to post. The Create a Photo Album allows you to upload a file from your computer. They also have the Photo Carousel which is a scrolling photo carousel that utilizes images from a link that you have provided. The Create a Canvas feature helps you to create a full-screen Facebook ad for your mobile. How to create a Photo Carousel:
Source: Ainoa Cerezuela
The last picture on your Photo Carousel should be a call to action such as “See more at yourbusiness.com”; this suggests that the user should check out more on your website. At the bottom of the post, I’m sure you noticed the images you have upload, but I’m sure you didn’t know that you could rearrange the order in which you want the photos to appear. The Photo Carousel essentially provides a full visual feel of your business to your target audience.
How to create a Facebook slideshow:
Source: Facebook Business
The pinning posts feature allows you to highlight certain posts and it is a great way to attract users to specific content. This feature allows the post you really want your customers to remember you by or describes what your business is mainly about, to appear at the top of other posts. How to pin a post to a Facebook page:
Source: Paul Wilson
Now with this pinning feature, it only allows you to pin a post one at a time as you cannot pin multiple posts to your business page. Once you have pinned a post, Facebook will unpin the previous post to accommodate for this new pinned post. You can also use Pin Post to control the arrangement of your page.
I do agree that maintaining a Facebook page is time-consuming and should be consistent especially as a business, but there is a nice way to better manage your Facebook page. You can pre-schedule posts so that you do not have to be on the pages all the time by using the Schedule a Post feature on Pages. How to schedule a Facebook post:
Source: Paul Wilson
The publishing tools section is where you can view all of your schedules posts as well as published posts, expiring posts and drafts. However, if you do select Actions, your post will be published, removed from schedules, change of date, backdated in the past or outright be deleted. Once you have published the post, it will show up in your page ad your audience’s Newsfeed. Scheduling your posts is a very good way to guarantee that specific content gets delivered for a specific date to post on your page.
Jess Stratton provides a great video for businesses and users to know how to edit or delete Facebook posts. This flexibility that Facebook allows with the editing and deleting of posts generate confidence in users that if there are any grammar, typos and anything you missed out in the post, you can go back and edit or remove it at any time.
The best practices to use to ensure posts get maximum exposure to your target audience:
- Consistency: focuses on the type of content you post and when. Businesses should decide how frequent they will post and on what specific schedule so that users will get familiar with this schedule. Users will know when to expect a post from you.
- Timely Content: It is a great way to develop conversation and create posts in which your users will interact with, based on focusing your posts around leveraging holidays and events.
- High-Quality Photos: Using high-quality photos helps your content to stand out on your audience’s Newsfeed. Also, if they are scanning through your page they will see this high-quality post and will want to interact with is whether by liking, commenting or sharing.
- Call to Action: Make sure that as a business, you are adding links or call to action button on your page to influence users to click.
Ensure that you are posting content that people will be interested to read and interact with; focus on quality and not quantity. You can also provide a look behind the scenes of your company as it will paint a picture of your business as being true, authentic and transparent. These characteristics will encourage more customer engagement with your business, Facebook page, and posts. It’s an opening to ask for feedback from users and it is here you can respond to questions and comments on your page.
Advanced Facebook Page Features
Say you want to tell users about an event your business will be hosting, well Facebook is a great platform to use to do that. The event could be an open house, sale, concert or even book signing and more. When creating an event on Facebook you have the option to invite users to them and those people to RSVP on Facebook. How to create an event on Facebook:
Source: Plexus Worldwide
Facebook also has a Milestone feature which tells a story of what your business is about. It helps you to highlight primary moments for your business and appears on your timeline. How to add a Facebook Milestone:
Source: Julia Doherty
Remember, your Milestone will not be published in other people’s Newsfeed as it will only appear on your timeline. This feature basically adds interest to your Facebook page and control the information that shows up there.
Leaving a rating or review on your Facebook page is a great way to add social proof for your business. Receiving a rating or review is a great way to thank guests and display them on your page. In the customer’s standpoint, they have the ability to post a review/rating publicly or privately. Once users are done with their rating or reviews, it will appear on your business’ page.
To display public posts from your Facebook page on your website you can use embedded posts. On my previous post, Is your business active on Instagram?, I provided a video on how to use the embedded feature for Instagram, but now I will be showing you how to embed using Facebook. How to embed posts on Facebook:
Source: Jo Barnes Online
Engage Your Audience
The most valuable form of interaction with your audience is your comments. Comments can be left on your page by anyone as your page is public. It provides a chance to hear from your community, your community to interact with another and for you to comment back. Users will consider your brand as being active and available once they notice that you reply to people’s thoughts, questions or concerns. Since anybody can comment on your posts, Facebook provided the ability for users to report the comment it has an abusive nature or bans the user from your page. Moreover, other Facebook pages had the ability to comment on your business page so there might be comments from other business or organizations.
The admin of the business page should moderate comments appropriately that appear on the business page. Users generally use your business Facebook page as a customer service portal so it is vital to effectively manage these notifications and comments to answer concerns. When answering concerns by commenting, you also have the option to direct message her. If you no longer want comments to appear on your timeline you can hide the comments. The comments will only be visible to the user and his/her friends.
Promote Your Business on Facebook
Boosting a page post helps you reach a larger audience who already liked your page or anyone on Facebook. This is a great way to expand your reach. Whenever you have boosted a post to your existing fans, it will appear higher in their news feed. How to boost Facebook posts:
Source: Paul Wilson
When defining your audience, you are telling Facebook who you want to see your boosted post. You can name the audience as however you like, for quick reference. However, before you boost your post, ensure you look at the preview added on the right which will show you how your boosted post will appear. Facebook also has to approve your boosted post and once it has been approved, you will receive a notification on your page and then you will be able to manage it there.
A local awareness ad is a feature for local businesses that show ads locally to users directly from your page. How to create Facebook local awareness ads:
Source: Social Chefs
Source: Facebook Business
In the local ads, you can also include a map card that displays your business location on the advertisement. Facebook also makes an estimated daily reach, for example, for $5 a day, you’ll reach approximately 1,100 to 2,900 users with your ad. Once Facebook has validated your local awareness ad, they will send you a notification on your page which will let you know it is running. On your page, you can manage your ad by clicking the Promote button.
Oce you have created Facebook ads to advertise your business, you will have to regularly check how they are performing. To manage your ads which are always located on your page, you should use the tool Ads Manager. How to use and find Ads Manager on Facebook:
Source: Andre L. Vaughn
Once you are in the Ads Manager feature, you will see your advertising ID, the stats of your account, your spend cap and how much you spent. There are also three levels of Facebook’s campaign structure such as:
A campaign: this consists of one or more ad sets and ads and you can only choose one advertising objective.
Ad Set: this is where you would specify things like who you want to target, the budget and scheduling; it also contains the ads themselves
Ad: the more you run your ads, the more useful the dashboard becomes.
The blue promote button is where you will find the option to create an Ad. Here you will also find ads that you’ve set up and are ready to be run on your page, will show.
Understand Facebook Insights and Reports
Facebook Insights is where you can see all your analytical data on your Facebook page and determine if your Facebook page is growing or if you’re posting the right content. Facebook Insights is a place you want to visit regularly. How to use the Facebook Insights effectively:
Source: Madcam Publishing
The likes tab is where you can see how your page’s likes have grown over time and it is an important piece of insight data. Here I have provided a video on how to find your Facebook page likes:
Source: South Caroline State Library
How to analyze Facebook page posts’ reach:
Source: Thomas Joslyn
Under the graphs displayed in this section, you can see the Post Reach selection which shows the number of users your posts were served to. According to Adams, Served is an advertising term, essentially meaning shown to. I can easily identify my organic versus paid reach as Paid here is represented by a darker orange. The organic is represented by the lighter orange, and that means any reach that I have not paid for. Paid means that I have created promotions that have expanded my reach. Below this graph is the Likes, Comments, and Shares section (2017, March 20).
How to track your Facebook page views:
It is important to know which posts are performing well and why since your Facebook page is the face and voice of your business online and your posts play a huge part in it. According to Adams, the Posts tab is where you can track individual content pieces and how they perform based on when you posted, what you posted and how. The first thing to notice here at the top is a three-tab interface. We have when your fans are online, post types and top posts from pages you watch. First, when your fans are online, this is so helpful in understanding when you wanna post particular types of content based on when your fans are most likely to be on Facebook and engaged (2017, March 20).
The best way to examine your Facebook Insights is by exporting the information into a spreadsheet format. Once you click on the export button in Insights, you can specify what data you would like to export to the spreadsheet. How to export Insights to Excel:
Source: Tracie Fobes
Advanced Page and Mobile Features
Having multiple persons managing your Facebook Page is important since doing it yourself can be very difficult and time-consuming. Having multiple admins helps you manage comments or new content. How to add more admins to Facebook page:
Source: John Drinkwater
How to set up th messaging fature on your Facebook business page:
Source: Get Quirked!
The Facebook messaging feature is like mimicking how your email account looks where you have the ability to flag messages, mark as spam, mark as read or archive them. Facebook messenger also has the away button feature. As a business, you should utilize this feature as it lets users you have been conversing with, when to expect a message from you or why you are unable to respond to them in a timely manner. The away button feature is only active for 12 hours. How to get yur Facebook business messenger code:
Source: Keysha Bass
Having a saved reply is so useful for messenger as a business since it is an autoresponder for your messages. It eliminates the amount of time you have to spend answering the same questions.
Paul O’Byrne has provided the basic steps in order to merge two business pages on Facebook. You also must be the admin for both pages, they must have a similar name and represent the same thing.
How to use Facebook Pages Manager mobile app:
Source: Facebook Business
I must say, Facebook is a lot more work than Instagram as I underestimated it. Facebook is such a useful platform to use as a business because of the many resources it presents to you, wow. Facebook is the leading platform for business and it was very clear why as I was doing this tutorial and blog. To effectively use the features that Facebook provides will absolutely lead your business in the right the direction once you have the appropriate and good content. Personally, I do think that the depth of the features explored in this blog are for larger companies rather than startups. So for myself, if it wouldn’t be all so necessary to go in depth as a small business. What I do think is necessary for a small business is, engaging more with users (commenting/tagging) and inviting users to like your page to generate some sort of awareness. I really liked this tutorial since it broadened my knowledge that there is more to Facebook than just adding friends and doing basic promotions as a business.
See you next week as I will be blogging about Social Media Marketing: Facebook and Twitter!
Adams, M. (2017, March 20). Facebook for Business. Lynda. Retrieved from https://www.lynda.com/Facebook-tutorials/Facebook-Business-2016/490656-2.html