Whether you’re setting up a brand new Facebook Page for your brand, or you just want to construct the most of your existing one, itas likely a smart move — Facebook is home to virtually 2 billion monthly active users.
It should be easy enough, right? Just slap together a photo, got a couple of posts, and expect the leads and customers to roll on in, right?
If you’re not creating a Facebook Page with a comprehensive strategy to get noticed, Liked, and engaged with, the chances of actually generating leadings and clients from it are pretty slim. For example, you canat simply choice any scene — you have to choose one thatas the right dimensions, high-resolution, and correctly represents your brand.
But it doesnat end there — so we compiled the tips-off below to make sure you’re creating an engaging page that takes full advantage of everything Facebook marketing has to offer.
14 Facebook Business Page Tips
1) Don’t create a personal profile for your business.
Weave come across many well-meaning marketers and entrepreneurs who make personal profiles for their brands, instead of an actual Facebook Business Page. That puts you at a huge disadvantage — youare missing out on all of the content creation tools, paid promotional possibilities, and analytics/ insights that come with a Facebook Business Page. Plus, a personal profile would require people to send you a friend petition in order to engage with you, and the last thing you want to do is construct that more difficult for customers.
And while youare at it — donat create an additional public, aprofessionala profile links with your business. For instance, I already have a personal profile on Facebook that I largely maintain private; the practice Iam talking about would be if I generated a second, public one under the name aAmandaZW HubSpot, a or something along those lines. People usually do that to connect with professional contacts on Facebook, without letting them consider personal photos or other posts. But the fact of the matter is that generating more than one personal account goes against Facebook’s terms of service.
2) Avoid publishing mishaps with Page roles.
Weave all hear those horror narratives about folks who accidentally published personal content to their employersa social media channels — a marketeras worst nightmare. So to avoid publishing mishaps like those, assign Facebook Business Page roles only to the employees who perfectly need it for the run they do each day. And before you do that, be sure to provide adequate training to those who are new to social media management, so they aren’t confused about when they should be reaching “publish, ” what they should be posting, if something should be scheduled first, and who they should be posting it as.
To assign these, on your business page, click aSettings, a then click aPage Roles.a
Also, when sharing content on behalf of your brand, make sure you’re posting it as your brand, and not as yourself. You can check that by going into your puts and clicking aPage Attribution.a
3) Add a recognizable profile picture.
You’ll want to pick a profile painting thatas easy for your audience to recognize — anything from a company logo for a big brand, to a headshot of yourself if you’re a freelance or consultant. Being recognizable is important to get detected and Liked, especially in Facebook Search. Itas what shows up in search results, pictured at the top of your Facebook Page, the thumbnail image that gets displayed next to your positions in peopleas feeds a | so choose wisely.
When choosing a photo, keep in mind that Facebook frequently changes its scene dimensions, which you can find at any given time here. As of publishing, Page profile pictures display at 170 x170 pixels on desktop, and 128 x128 pixels on smartphones.
4) Choose an engage encompas photo.
Next, you’ll need to pick an attractive covering photo. Since your covering photo takes up the most real estate above the fold on your Facebook Page, make sure you’re choice one that’s high-quality and engaging to your guests, like this one from MYOB’s Facebook Page 😛 TAGEND
Keep in mind that, like profile images, Facebook Page cover photo dimensions also frequently change, so we advise maintaining an eye on the official guidelines. As of publishing, Page cover photos display at 820 x312 pixels on computers, and 640 x360 pixels on smartphones.
5) Add a call-to-action( CTA) button.
Since Facebook first launched the feature in December 2014, possibilities for brands to add call-to-action buttons to their Facebook Page’s have vastly expanded. These are things like aWatch Video, a aSign Up, ” or “Book Now” — and each can be customized with a destination URL or piece of content of their choosing.
Itas a great way for marketers to drive more traffic to their websites, or to get more eyeballs on the Facebook content they want to promote. This is a great way for marketers to drive traffic from their Facebook Business Page back to their website. Check out how Mandarin Oriental uses the “Book Now” button in this way, to make it easier for spectators to make reservations.
To add a call-to-action to your Page, click the blue aAdd a Buttona box.
You’ll then be able to choose which type of CTA you want to create, and which URL or existing content on your Facebook Page you want it to direct visitors to. To get data on how many people are clicking it, simply click the drop-down arrow on your button and select aView Insights.a
6) Fill out your ‘About’ section with basic information, and add company milestones.
Weave arrived at one of the most important sections of your Facebook Page: the ‘About’ section.
Although guests no longer assure a preview of your aAbouta text when they land on your page — instead, they have to click on the aAbouta option on the left-hand column next to your content — itas still one of the first places theyall look when trying to get more information about your page.
Even within the aAbouta segment, however, there are many options for copy to add. Consider optimizing the section that best aligns with your brand — a general description, a mission, company information, or your tale — with brief, yet descriptive copy. By doing so, your audience can get a sense of what your Page represents before they decide to Like it.
You might also want to populate segments that allow you to record milestones and awardings — like when you launched popular products and services — as well as the day/ year your company was founded, or when you hosted major events.
7) Post photos and videos to your Timeline.
Visual content has pretty much become a requirement of any online presence, including social media channels. After all, itas 40X more likely to get shared on social media than other types of content.
And while photos are a wonderful route to capture moments and an actual look at your brand, you should probably expend a good amount of hour and other resources into video. The 2017 State of Inbound report cited video as the amain disruptor, a with 24% of marketers naming it as a top priority.
aWatch videoa is one of the CTAs that Facebook allows brands to add to their Pages for a reason — because itas becoming one of the most popular ways to devour content. But itas not just pre-recording videos. According to the social media channelas newsroom, aPeople expend more than 3x more time watching a Facebook Live video on average compared to a video thatas no longer live.a So donat be afraid to give viewers an in-the-moment look at what your organization does, but do make sure youare prepared.
Not sure what your videos should look like? Here’s a fun one that we put together on business lingo.
8) Determine the ideal timing and frequency for your posts.
An important consideration in your Facebook content strategy should be how frequently you post, and when. If you donat post frequently enough, you wonat appear as dependable or authentic — after all, how much religion do you put in a brand that hasnat updated its Facebook Page for several months? Post too often, however, and people might get sick of having their feeds inundated with your content.
Hereas where a social media editorial calendar can be particularly helpful. Like any other online content, it can help you establish a schedule for when you share particular posts according to season or general popularity. Youall probably have to adjust your calendar several times, especially in the earliest stages of setting up your Page, since youall want to check the performance of your updates in your Facebook Insights( which you can navigate to via the tab at the very top of your page ). Once youave observed popular periods and other analytics for your first several posts, you are able to tailor your posting frequency and strategy accordingly.
Wondering how to schedule posts? You can either use an external publishing tool like the Social Inbox within HubSpot software, or the Facebook interface itself. For the latter, click the arrow next to the aPublisha button and click aSchedule Post.a
9) Leverage Facebook’s targeting tools.
Facebook allows you to target certain audiences with specific updates — be it gender, relationship or educational status, age, place, language, or interests, you can segment individual page posts by these criteria.
Just click the small bullseye symbol on the bottom of the post you want to publish, and you are able to decide metrics for both a preferred audience, and one you think might not want to see your content.
10) Pin important posts to the top of your page.
When you post new content to your Facebook Page, older posts get pushed farther down your Timeline. But sometimes, you might want a specific post to stay at the top of your page for longer — even after you publish new updates.
To solve for 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 style 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 appear at the top of your page, flagged with a little bookmark. Just be considered that you can only have one pinned post at any given time.
11) Decide whether you want Facebook fans to message you privately.
If you want your Facebook fans to be able to privately message you directly through your page, definitely enable the messages feature. You can do so by going to your defines, clicking on aGenerala on the left-hand column, and then looking for aMessagesa on the list of results.
We recommend enabling messaging on your page to make it as easy as is practicable for your fans to reach out to you — but merely do so if you have the time to monitor and respond to your messages. Facebook Pages now have a section that indicates how quickly a brand responds to messages, so if you donat want that segment saying that youare slow to answer, you might just wishes to skip enabling that feature.
12) Monitor and respond to comments on your page.
Speaking of to oversee the interactions your fans have with your page, don’t keep forgetting commentaries. You can monitor and respond to comments via the ‘Notifications’ tab at the very top of your page. While it may not be necessary to respond to every single comment you receive, you should definitely monitor the conversations be the case( especially to stay on top of possibilities social media crises.
13) Promote your page to generate more followers.
Now that you’ve filled your page with content, it’s time to promote the heck out of it.
One of the first things you can do is to create an ad promoting your Page. To do that, click the three dots at the top menu bar above your positions and select aCreate Ad.a From there, Facebook will let you start creating an ad from scratch based on your goals — things like reaching, traffic, or general brand awareness. Choose yours, then scroll down and click acontinue.a
After that, you can choose your targeted audience( similar to what you did with your promoted posts above ), where on Facebook you want it to be placed, and your budget — you are able to understand better paying for Facebook Ads here.
Youall likely also be asked to add some creative assets or copy. Remember, youare paying for this, so choose something thatas going to grab attention, but also has high quality and represents your brand well.
14) Ultimately, measure the success of your Facebook efforts.
There are a couple of ways to execute this step. You can use something like the social media reports tool in your HubSpot software, and you are able to dig into your Page’s Insight, which allow you to way Facebook-specific engagement metrics. Here, you’ll be able to analyze things like the demographics of your Page audience and, if you reach a certain threshold, the demographics of people engaging with your page and posts. As we mentioned earlier, the latter is especially helpful to modify your Facebook content strategy to publish more of what works, and less of what doesn’t. You can access your Facebook Page Insight via the tab at the top of your page.
How have you set up top-notch Facebook Pages? Let us know in specific comments . Editor’s Note: This post was originally published in December 2013 and has been updated for freshness, accuracy, and comprehensiveness .
Read more: blog.hubspot.com