Facebook and Business… doesn’t really sound like the great combination, right?
There’s probably no need for us to explain why Facebook is one of the most important online platforms out there.
Whether you’re using it for your personal account or for your business, Facebook plays an important role in your promotion.
Statistics show that on average there are 1.32 billion active users on Facebook every day!
It goes without saying that in order to have an online presence, you must be present on Facebook.
Knowing this, you’re probably thinking that having an online Facebook presence is easy, right?
Just open an account, upload a photo, post some content and that’s it.
Now, this is where I tell you to think again…
If you’re not spending most of your time and efforts and presenting your Facebook page, then the chances of people actually interacting with it are pretty low.
That means you’re not getting any likes, comments, or shares. You can’t just upload any sort of photo in your profile. You have to pay attention to a lot of factors: dimensions, size, resolution, colors, and pretty much everything which has to do with it.
And that’s just the tip of the iceberg! There are so many factored you have to take into consideration when you’re creating a Facebook page. It takes quite a lot of effort in using all the resources Facebook Marketing has to offer.
To help you make use of this, we’ve put down some essential tips especially for you. Here’s the breakdown:
- Create a Facebook Page, Not a Facebook Profile
- Avoid Publishing Mistakes
- Upload A Recognizable Profile Photo
- Pay Attention To Your Cover Photo
- Create Call-To-Action (CTA) buttons
- Fill In Your ‘About’ Section
- Update Your Timeline With Photos and Videos
- Find The Ideal Time To Post
- Pin Your Most Important Content
- Keep Track Of Your Facebook Marketing Efforts
Ready? Let’s go!
1. Create a Facebook Page, Not a Facebook Profile
There are many great Facebook profiles created by businesses for marketing means. Though these profiles look nice and personal, they’re not actually good for your brand. Make sure you create a Facebook page, not a facebook profile for your business.
The basic profile accounts do not have some of the advantages that the business ones have, like the creation tools, paid ads, and analytics and insights. Besides this, everyone can have access to a business’s page, whereas with a profile people have to send requests in order to have any sort of interaction with you. That just makes things more complicated, doesn’t it? We know that that last thing you want to do is to complicate things for your audience.
Tip: If you already have a personal Facebook profile, do not associate it with your Facebook page by naming it the same. For example, if your name is Mark and your business’s name is “Tropical Avenue”, don’t name your profile “Mark Smith – Tropical Avenue”. Why we recommend not doing this is because you might confuse your clients to whether they should engage with your business page or your personal profile. Try to keep your business life from your private life separate. Also, keep in mind that having more than one personal account is actually against Facebook’s terms of service.
2. Avoid Publishing Mistakes
We’re all familiar with those stories where people have accidentally posted some personal contact in their employer’s social media page. That’s basically one one the worst things that can happen to your brand. In order to avoid such horrid mistakes, make sure you pick the right employees to manage your Facebook page.
The way you do this is by assigning specific people to Facebook Business Page roles. Make sure only the ones who need it for work have access to it. It’s also a good idea to have some sort of a training for these employees. Keep it simple, just explain the way Pages work and how important it is to not mistakenly post private content.
Tip: This note is important for you just as much as it is for your employees. Whenever you’re posting content and your page, make sure you’re posting as your brand, now as yourself. You can check this by going to your settings and then click at the “Page Attribution”. There you can choose the profile you’re posting with.
3. Upload A Recognizable Profile Photo
One of the first things that people notice when they visit someone’s Facebook page or personal profile is their profile photo. You want your audience to easily recognize your brand from the second they view your page. We recommend uploading a photo of your company’s logo, and if you happen to be a freelancer, then take a clear headshot and make it your profile photo.
It’s very important to be recognized by your audience on social media, especially on Facebook. When people look something up on Facebook, the first thing that shows up is a thumbnail of a page. That same thumbnail is associated with everything else that account does like posting, commenting, liking and sharing. Keep in mind that most activities appear on people’s News Feed.
Tip: Facebook constantly changes its photo dimensions rules, both for profile and cover photos. It’s very important you follow these rules in order to avoid uploading a weird profile photo with low resolution. Currently, Facebook recommends a profile photo with 170×170 pixels for Pages on computers and 128×128 pixels for smartphones.
4. Pay Attention To Your Cover Photo
We know that you already know this, however, we cannot point out enough how important it is to obey Facebook’s guidelines for your cover photo. Get familiarized with some of the basic rules by taking a look at the full Page Guidelines. This will give you a better idea on how this works.Your cover photo is the first thing people notice when they visit your Facebook page. If this image is too distractive or has poor quality, people may lose interest in your page.
In order to make the most out of Facebook’s marketing platform for your business, you should combine its design with other parts of your Page. For example, you could try to integrate your profile photo and your cover photo in one big piece, or you could use some basic elements to focus attention on other functions of your business Facebook profile.
Tip: Make sure your cover photo has these exact dimensions: 851 pixels wide and 315 pixels tall for desktop, 640 pixels wide by 360 pixels tall for mobile. Uploading smaller or bigger images than the above-mentioned size will make all photos look bad. If you upload something smaller, Facebook will stretch it to make it the right size. If it’s too big, you cannot upload it at all!
5. Create Call-To-Action (CTA) buttons
Call-To-Action buttons are basically used to prompt an immediate response for potential clients. Facebook offered this feature back in December 2014 and has come a long way since then to offer the best experience for business pages. These buttons enable marketers to drive much more traffic because they make user engagement much easier. They provide a focus to your side, they direct your audience and they serve as a great measure of your success rate.
Some of these buttons include options like “Book Now”, “Sign Up”, “Watch Video” etc, however, these can all be customized to your needs. You simply need to provide the right destination URL or any other content you of your choosing.
Tip: Use negative space and add color to your call to action buttons. The more space you leave around these buttons the more you draw attention to them. The more limited palettes you use, the more you grab your viewer’s eye. Here’s a perfect example of Negative Space use:
6. Fill In Your ‘About’ Section
This is one of the most important sections people check out when they visit Facebook pages. With the new updates, Facebook no longer shows a preview of your “About” section, which means that people now click on the “About” option and read all about your page. Think of it this way: this section is the place where you get to make your first impression. It’s where you present yourself, your brand and your products.
Use this space to present your brand in the best way possible. Write a brief description about your company, your mission, your aims and your story. Keep it short, simple and to the point. You don’t want to bore out the people who are actually reading it. You can use this space to add links to your website, your campaigns and other social media.
Tip: If you have achieved any milestones or have gotten awards, make sure to briefly mention them on this sector. This will show your audience how dedicated you are to your work and that client satisfaction is a priority. Take a look at Adidas’s example above.
7. Update Your Timeline With Photos and Videos
Having a profile on social media does not necessarily mean that you have an online presence. If you have created a Facebook page but you’re not being active, then you’re not really using this page for your business. In order to keep your audience interested in your business, you have to provide interesting and engaging content.
Today, visual content has become one of the most popular types of content on social media. Studies show that social media users have a tendency to get share visual content much more than any other type of content. Now that you know this, refresh your Facebook Page with as much visual content as you can, either about your business or also something else like an interesting or funny article you read.
Tip: Though photos are a great way to engage, you should invest in video content as well. A recent report done by Inbound shows that video content is one of the main disruptors, with over 24% of businesses claiming it as a main business marketing strategy. It’s definitely not a coincidence that one of the most popular CTA buttons on Facebook is “Watch Video”.
8. Find The Ideal Time To Post
The timing of a post is much more important than you think. In fact, there are many studies that explain in details how often and when is the best time to post something on social media. If you don’t post enough, your Facebook page risks not looking that reliable or authentic. Think about it- when you visit someone’s page, if they haven’t been active for some time then you’re more likely not to trust it. On the other hand, posting too often might annoy your clients. Unfortunately, no one wants their feed overflowed with your business content.
There are many apps that can help you schedule your posts. These apps help your plan all of your post sharing depending on when you think it’s the best time to post. In order to see when your posts are more likely to receive engagement, familiarize yourself with Facebook analytics and see what works best.
Tip: Studies show that the best time to post any sort of content on social media is in the middle of the week, typically on Thursdays around 10-11 am. Post something during this time and compare your user’s engagement with other times of posting.
9. Pin Your Most Important Content
You may have noticed that the more you post content on your Facebook page, the further down your older posts get pushed on your Timeline. You probably have some specific post that you don’t want to be missed by your visitors, right? But at the same time, you know that you have to keep posting in order to keep your page look fresh..right?
Fortunately, Facebook has a feature which allows you to pin specific posts on top of your timeline. This way, new posts will appear under the post you’ve pinned, even if that pinned post is much older than the new ones. Pinning posts is very easy: click on the arrow in the top-right corner and click “Pin to Top”. Facebook will automatically make your post appear on the top of your page, flagged with a small bookmark. Don’t forget you can only pin one post at a time!
Tip: Use pins as a way to promote your brand, including sales, campaigns, upcoming events and other important announcements.
10. Keep Track Of Your Facebook Marketing Efforts
So, you’ve finally made it! You created your Facebook page, you uploaded the right photos, shared all the right content, posted at all the right times and engaged with your audience. If you’re wondering how you’re doing so far, we have a simple solution for you: Facebook Analytics.
Facebook Analytics allows you to understand and optimize your client’s experience. They serve as a powerful tool for measuring your business’s overall performance and your audience’s experience with your Facebook page. By using this tool you will be able to better understand your customer’s demographics, what types of posts they engage with most, what times during the day they are most active and other relevant information which can be used to enhance their experience.
Tip: We already mentioned how helpful these analytic tools can be. Use this information to share content in times your audience is more likely to engage with. This will increase traffic and enhance your website’s visibility.