Facebook is useful to have both as an individual and as a business. As a business owner, your personal Facebook page can serve as your identity while your business Facebook page can serve as your brand. Facebook is free and relatively easy to use. This chapter will bring you through all the steps you need to take in order to optimize your business Facebook page for the best results.
Optimizing Your Facebook Page
Step 1: Create the actual Facebook page. It’s really easy-all you do is click on Pages, which is located on the left side of the screen under you name and avatar. When you come to that page, you will see a button that says Create a Page in the top right-hand corner. Click that button to create a page. There, you can upload a picture and fill out the basics like your business name, address, phone number, website, etc.
Step 2: Think about your cover photo, because this area is one of the first things your audience will see and it’s bigger than your profile picture, so you want it to be significant. It really depends on your business and what you do, but some of the more popular ways to take advantage of this space is to display your slogan, more contact information, or an image that is directly related to your business. Sometimes it can be more specific. For example, if you’re trying to start a music career, you can choose to put the cover of your latest album up there. Be creative and make the most you can of this space. For inexpensive options, be sure to check out Fiverr.com, which can give you a great Facebook header for just five dollars. Perfect dimensions for the header are 851 wide by 315 high.
Step 3: Think about your profile picture. This part should be a no-brainer. If you have a company logo, it would be best to use that. If you’re a small business or independent contractor, a good idea would be to use a high-resolution professional picture of yourself. Your audience will see this image in their timeline so make sure it is memorable and inviting. The best kinds of photos to use are ones that are square-shaped. It is a good idea to get a professional photo for this. Not only should the photo look great, but ten years from now you will be glad to have it!
Step 4: Fill out your description and about me areas. These spaces are important because this is where your audience will go to learn more about you and your business. Be sure to use lots of SEO terms and keywords to make sure that your page comes up first in search results. Be engaging and inviting-make your audience want to know more. Take your time with this and do a good job. If you’re not a good writer, find or hire someone who is to make this section really good!
Step 5: Once you have completed every inch of your profile, the next step is to start posting status updates. These are short blurbs that you can share with anyone who likes your page to keep them engaged and informed. It’s just the same as if you were posting with your personal profile except it comes up on your business page.
POSTING STATUS UPDATES IS IMPORTANT! If you are not consistently active on your Facebook page, you will likely not engage anybody at all and there won’t be much activity. Make it a goal to post a certain number of status updates each week. Doing it here and there won’t work-you need to be consistent. One strategy that works well is to use automation software to post statuses that you put together on your behalf. Buffer has a really good service, it’s free for up to 10 or so statuses and you can link them to your other social media accounts if you have them.
Make sure that your status updates are the type that will engage your audience. The more your audience interacts with your page, the more likely it is to spread and grow. Facebook is currently set up so that if a friend on your personal profile likes or comments on something posted by a page, you may see that activity and chose to jump in on the conversation or like the page yourself. To stir up some audience engagement, you can ask questions, ask for opinions, take polls or surveys, or participate in a like and share campaign that will encourage your audience to help spread the word about you and your products to their friends.
Always think about “quality versus quantity” when it comes to your status updates. You can post a hundred posts in a week, but if they’re dull or boring, you likely will not get much audience engagement. Try and build a good reputation by posting quality material that people will be interested in. Also, try to break up business posts with the occasional interesting article, blog post, or YouTube video (It is ideal if you have any of those channels and you then link them to your posts-a strategy known as ‘back-linking’). Sometimes you can slyly break up your posts with a nice inspirational quote or two-I’ve noticed that the best kind are any that can relate to your industry, be inspirational, or just bring some happiness and joy into the lives of others. Always try to keep your content different and unique; otherwise your audience may grow bored easily.
One awesome thing about Facebook pages is that Facebook will analyze your posts for you. This allows you to see which posts your audience is engaging with the most, whether its likes, comments, or shares. This tool lets you measure each post and see if you can find a trend among the posts with the most engagement. Keep an eye on this weekly if not daily and see what you’re doing right on your best posts. If Facebook notices that more people are engaging with one post more than usual, it will send you an additional notification about it, prompting you to check out the analysis. This will be critical information if you truly want to be a pro and get results from Facebook. Another good strategy for analyzing your posts is to go under your Insights page and use the Pages to Watch tool. This tool allows you to add up to 5 other pages that are similar to yours. You can then track the performance of that page and compare it to the performance of yours. You can choose your own pages or Facebook will suggest some for you. The Insights tab also breaks down and analyzes your page likes, reach, and visits, where you can compare your performance to yourself between different periods of time. The People tab under Insights is especially useful for fine-tuning your target audience. It breaks your fans and people reached down by gender, age, and location.
Finally, don’t forget that audience engagement is a two-way street. If a person interacts with your page, be sure to write something back or acknowledge it in some way. This is easier for small businesses and not so easy for medium to large-sized businesses, but with the right strategies, which you will discover in a bit, it is totally possible.
The last cool thing about Facebook pages is that you can time your status updates to go out even if you’re not using an app like Buffer. All you have to do is click on the little clock icon in the bottom left-hand corner of your status update. If you can manage to figure out when your audience is online most, this tool can be invaluable for reaching the most people at the best times. You can also use this tool to get your posts on a schedule. Posting at the times that will get you maximum results is another technique you should really take seriously if you want to get peak performance results. Step 6: Last but not least, you’ll also want to stay consistent in your endeavors at building your audience. The bigger your audience is, the more people you are likely to reach. There are several ways to build your audience. The key is to build upon each “like” that you get-so for each Facebook user who likes your page, you have the potential to reach however many friends they all have on their pages. There will be more about strategies on how to naturally do this later, but for now, you will discover the two easiest ways to build your base audience.
The first common way to build your audience base is to invite all your friends, which you can do under the Build Audience tab. Although it can be tempting to invite all 705 of your friends at once, I would suggest only sending out 15-25 requests at a time. I’ve noticed that the first couple of people you invite are more likely to like the page and by the time you get to the end, you’re not bound to hear from anyone. The first couple of people you invite will get a notification on their personal page with an invitation but I feel like after that, your invitation goes to limbo with everyone else. I don’t know if this is a glitch or what and it’s not a fact, just my hunch, but it does seem to have a small effect.
The second strategy build for building your audience base is to experiment with paid ads. These are the ads that pop up on the sidebar of your Facebook page when you’re browsing. You can target these paid ads to your audience by selecting a location, age range, gender and some interest keywords. You can then choose whether to run the ad continuously or only run it only for a select period of time. Lastly, the paid ads feature allows you to choose a budget for yourself. The higher your budget, the more likely your estimated reach will be. For example, a $10 budget may only get you 32 likes a day for the duration of your ad but a $100 budget may get you two hundred or more likes per day.
More Optimization Tips and Tricks
Under the Settings tab along the top, you can further optimize your page. You can activate/deactivate profanity filters and you can manage what countries are able to view your page. Here, you can also change your name (but beware-Facebook only lets you change it one time before you have to make a brand new page) and manage your notifications. You can also choose to have notifications from your page be sent to your email or personal Facebook page. And if you really love interacting with Facebook, you can set things up so you get updates on your smartphone from your email. You can also moderate how often you get these updates.
Another nice feature about Facebook is there is a tab under Settings called Page Roles, where you can assign duties to another Facebook user. What I like about this is that you can let someone else manage your page without giving them your password or full control over the page. For example, you can opt to only put someone on to look at your insights (an analyzer) or someone who can only delete and respond to comments (a moderator). This page is good to know about when it comes time to expand your page.
Under the Apps page, you can link together other social media platforms such as Twitter, Pinterest, and YouTube. You can also take advantage of apps that are built into Facebook, such as the video option, the notepad (good for blogs or long status updates) or the events calendar (good for marketing). Under Settings, you will also be able to manage any banned users.
Finally, you can view your activity log. This log shows you everything that’s occurred on your page, from whether you commented on your own post or if you added a photo or shared a link. This log can be helpful if you want to do some of your own analyzing. You can see how often you like, comment, or share things as well as upload content.
Before you read on… get to know Facebook and your Facebook page. Make sure you have everything written up and displayed the way you want it. Before you can move on to really building your business and making money, everything on your page has to be pristine. You can always go back and make edits/updates later but it is important to have the best presentation possible. Try to put yourself in the shoes of your audience and look at your page to make sure it is the way you want it. If you want to be taken seriously, time to be a pro and put in the extra work to make yourself come off as a professional. As we all know… First impressions are very important!