If you own a small business, we can’t overstate how important it is for you to create a Facebook page for it. This isn’t your own personal profile, of course, but a page that’s open to the public and gives valuable insight regarding how your company works. There are a variety of reasons that your business should have a page that includes, but is not limited to, the following:
It builds brand awareness
Allows you to engage your customers
Can help to generate leads
Makes a business owner seem relatable
Gives important information about your business
Your competition likely has one, and you’ll need to compete with them
Whether you already have a page or are preparing to create one, there are likely a number of best practices that you can still educate yourself on. In this article, we’re going to share some information on creating and optimizing your small business’s Facebook page. We’ll cover important topics such as content, budget, and analytics. Our goal is to give you a strong foundation to build off of as you use social media to make the success of your business soar.
How to Create a Business Page
If you’ve yet to build your page, this is the place to start. Since the creation of a business profile is far different than your personal one—you’ll have to understand the correct steps. Though you aren’t required to complete every task in this exact order, these steps are essential for creating a well-rounded Facebook page:
Go to Facebook’s “Create a Page” section: Here, you’ll find six different category options. You’ll want to select “Local Business or Place.” You’ll then see a short popup that you’ll fill out, which will ask for your business name, category, address, and phone number. Once you do this, you can click the get started button and dive into the good stuff.
This is absolutely one of the most important things that you’ll do when creating your page. Facebook has a “Preferred Page Audience” tab that allows you to input information about your ideal audience. This will allow Facebook to ensure that the right people see your page, which will ultimately allow you to accrue positive interactions.
Call to action button:
Facebook gives businesses the option to display a call to action button, and we highly encourage you to take advantage of this feature. Button options include a Contact Us button, a Learn More button, and a Shop Now option—among others. You can edit this button by hovering over it when logged into your page and then inputting the link to your preferred landing page.
You’ll want to add both a profile and cover photo to your page. It’s best if your profile picture is your logo so that you can grow brand recognition. Your cover photo should simply be something relevant to your business. Some businesses may choose to add their contact info to their cover photo, though this is a personal choice.
Your page description should be brief—ideally, no more than two lines, or 250 characters. Concisely write out what your business is and allow users just enough information to follow you. If have a business with the best custom packaging for small businesses, you should use the description accordingly.
Different Types of Content
The entire point of a Facebook page is to increase brand recognition and business, and you can’t do this without content. You want varied, entertaining, and user-friendly content—give them a compelling reason to follow you. In this section, we’ll outline how to create content that will encourage engagement.
Videos, Pictures, and Text
It’s important that you include a variety of content on your page, and you naturally want everything you post to be high-quality. Visual content is one of the most appealing options, and you’ll really want to focus on this. You want to post photos that will grab someone’s attention while they quickly scroll through their feed. Videos are also good options, as long as they are well-produced—they also are one of Facebook’s top contenders when it comes to user engagement. What you don’t want to do is make posts that are too text-heavy. Say what you need to in as few words as possible, and test out ways to make the visuals do most of the work. It’s even better if you can find a way to include any text on the picture itself.
Organic or Paid Posts?
The question that oftentimes comes up is whether businesses should use organic or paid posts. Though you’re likely to come across a mixed bag of answers, many people recommend paid posts. For those who may not know, organic results are ones that a business makes without the need for making a monetary investment. While these don’t reach nearly as much as paid posts do, they do still have the potential to have a positive effect.
We’ll discuss the budget more in detail later in this post, but some rebuff paid posts because they may not have a lot of available funds. The positive thing about Facebook ads is that you choose your budget, and the amount of impressions you make depends on what you spend. Ultimately, we recommend that you use a mix of both options. You don’t have to invest in every post, as long as they’re all quality posts. If you’re building brand recognition, however, you’ll still want to set aside a budget for ads.
Should You Boost Posts?
On Facebook’s platform, boosted posts and traditional ads aren’t the same things, and we’re of the opinion that one of these options far outperforms the other. Facebook may frequently display that little button that urges you to boost your posts, and it may be a tempting thought. However, boosted posts won’t ultimately do very much for your business. One of the reasons for this is that it doesn’t have nearly as many options for customizing your audience as you would in a traditional Facebook ad campaign. Ultimately, it doesn’t really do much for your business in the long run.
You may feel as though you see results when you get a few likes and a share or two. However, it also doesn’t always do much in the way of helping you achieve your actual business goals. If you’re looking to financially invest in your business page, we suggest that you’ll ultimately get the best conversions from ads.
Not All of Your Posts Should be Promotional
When you get your page up and running, it’s natural to assume that you’d want to immediately get started showing the world what it is you have to offer. The thing to remember, however, is that the majority of individuals don’t want constant sales pitches. When they follow your page, the hope is that they’ll like your product or service, but they also want you to entertain them. Sales pitch after sales pitch may become irritating, eventually causing them to unfollow you.
If you want to keep your followers—and attract even more—you have to keep them engaged. Give users a reason to interact with your content and to look forward to seeing more. A respected rule of thumb is that no more than 30% of your posts should be promotional—meaning that 70% should be a variety of other posts. Examples of things you can post include the following:
It’s important to note that quality will always supersede quantity. Don’t clutter your page with posts that you aren’t likely to get a positive reaction from. It’s important that you put the correct amount of thought into what you choose to display on your page—remember, whether promotional or not, every post you make is a reflection of your business.