Facebook is a globally used network with more than 1.94 billion monthly active users. Facebook is a great platform for owners and brand managers, giving you the chance to connect with your target audience and distribute your product in a global setting.
In this blog, we've put together some great pointers that give you direction on where to start to create the perfect Facebook page for your business. Whether you're looking for a hand with creating your page or even posting, we've experimented with different Facebook marketing tips to share with you.
If you're not creating a Facebook page with a great strategy to get noticed and build a following from the get-go, the chances of actually generating leads and customers from it are pretty slim. For example, you can’t just choose any old profile or cover photo, you must choose one that’s the right dimensions, high resolution, and properly represents your brand.
This may sound like common sense, but rest assured, there is more. Take a look at some of our favorite tips and put your Facebook business page on the path to success from day one:
1. Create Your Facebook Page
Let's begin by creating your actual Facebook page - open this link to get started: https://www.facebook.com/pages/create.php.
You'll begin by choosing a page type (for example, are you a local business, a company, a brand, a public figure, etc), choosing a name for your page (if you already have other social media accounts, choose the same name for consistency so it's easier for people to find you), and entering an address and phone number.
2. Upload Eye-Catching Profile & Cover Photos
Start by uploading your profile photo. If you've already established other social media accounts for your business, you should use the same profile photo across all for consistency. This makes it easier for people to find and recognize you across all social networks. Make sure your profile photo is high resolution and if you have a logo, use that. People are going to see your profile photo whenever you post something, reply to a comment, etc., so it needs to be something easily associated with your brand.
Next, you need to upload a cover photo. The cover photo appears across the top of your page and is a great way to provide a visual element that presents your brand, draws attention and grabs the emotions of your visitors. Keep in mind the cover photo is one of the first things someone is going to see when they land on your page, so you need to make a good impression here. You can use this to promote your products or services, change it based on holidays, but whatever you do, it needs to convey a message in line with your overall marketing strategy.
Here is a great example of a cover photo - they are showcasing a few of their products in a clear and concise manner, as well as an offer that makes them stand out from the crowd in their industry and grabs your attention as soon as you land on their page:
Here are important dimensions to keep in mind when designing your profile and cover photos:
- Profile photos: Dimensions are 170x170 pixels on computers and 128x128 pixels on smartphones. Profile photos will be cropped to fit a square.
- Cover photos: Dimensions are 820x312 pixels on computers and 640x360 pixels on smartphones. The minimum size is 399x150 pixels, but high resolution is your goal here, so shoot for the maximum size for optimum results.
If your profile and/or cover photos are going to include logos or text, Facebook recommends using a PNG file for better results.
You can use some great editing tools and apps to create the perfect profile and cover photos, such as Fotor or Canva. Or consider hiring a designer if graphic design is not your forte and you want to make an impact.
3. Fully Complete Your About Section
Now that your Facebook page is created, it's time to complete your About section in its entirety so you can provide the best experience to those visiting your page. To do so, click on About on the left-hand side, and you'll be able to edit the following sections:
- Username - this is an important one. Enter a custom username for your page, making it easier for people to find and visit your page on Facebook. Typically you will enter in your business name here - if it's taken, try adding "inc" or something similar to the end. For example, our username is "socialreport", which then gives us a custom URL for our Facebook page of https://www.facebook.com/socialreport.
- Contact Info - enter your website, email address, and even links to other social media accounts. The more contact information you have, the better.
- Start Date - enter when your company was founded, opened, etc. to give people an idea of how long you've been in business.
- Business Details - if applicable to your business, choose a price range and the type of parking available at your business.
- Hours - click on Edit Page Info on the About page then Hours to enter the hours of operation for your business.
- Menu - are you in the food business? Take advantage of this section and add your menu!
- About - you have 255 characters to blow people away with what your company does, so utilize this space wisely!
- Story - take advantage of this section to tell people what your company stands for and what your values are. In other words, lay out your mission statement.
Here is an example of a perfectly executed Facebook business About page - note they have taken advantage of every possible field, providing people with detailed information about their business, ranging from their hours to specialties to services to forms of payment to contact info and beyond.
4. Customize Your Call-To-Action Button
Your Facebook page is going to have a call-to-action button that sits just below your cover photo. By default, it will probably say Send Message. However, other options are also available, such as Book Now, Contact Us, Shop Now, and Watch Video. The call-to-action button is front and center given its location just below your cover photo, so take advantage of this to draw the attention of people visiting your Facebook page and drive traffic to something of value. Other buttons may be available if you are creating business or lead ads, as well.
To customize your call-to-action button, simply click on the button and a field will open up with options to choose your button and website where you want to drive traffic. For example, if you choose Sign Up, you could take them to the registration page on your website for whatever services you offer. Here is an example:
5. Assign Page Roles To Your Marketing Team
Is Facebook marketing a team effort within your business? If so, you'll want to get ahead of the game by setting up access for everyone who will be involved, this way they'll all be ready to hit the ground running and get to work on growing your newly created Facebook page! Here are the available roles:
An Admin – this person has total access to your Facebook page (the same access you do, as you are an admin by default).
An Editor – this person can send messages, publish as your page, respond to and delete comments, create ads, see which admin created a post or commented on a post, view insights, respond to and delete Instagram comments, and edit Instagram account details from the page.
A Moderator – this person can messages, respond to and delete comments, create ads, see which admin created a post or commented on a post, view insights, and respond to Instagram comments.
An Advertiser – this person can create Facebook ads, view insights and see which admin created a post or commented on a post.
An Analyst – this person can view insights and see which admin created a post or commented on a post.
A Live Contributor - this person can go live as the page from a mobile device.
To assign page roles, click on "Settings" then "Page Roles" on the left-hand side. You can then assign page roles by either typing their name or email into the text box and selecting the role you wish to assign to each person. For live contributors, however, you must be Facebook friends with that person to assign them that page role. Should you need to remove a page role in the future, you would do so from this same section.
As a general rule of thumb, please only give those access to your Facebook page who absolutely need it. You don't want to end up in a situation where posts are being published that do not align well with the overall message of your brand because of a mishap with who was given page role access to your page. Make sure everyone being added has gone through proper social media training and that you have a social media policy in place to protect both your company and your employees. Not familiar with social media policies? Check out this blog we wrote on How To Write A Social Media Policy For Your Company.
6. Time To Publish Your Very First Post
Now that your page is completely set up, it's time to start publishing content! How exactly do you make your page look interesting to new visitors? By publishing fresh content on a consistent basis. Whether that just be a status update, a link to a blog you wrote or a third-party website, a video, a photo, and so on, fresh content is what keeps people interested in your page and coming back time and time again.
One thing to keep in mind when publishing your content is to include visuals as often as possible. People absolutely love visual content. In fact, posts with images on Facebook receive 2.3X more engagement than those without. Engagement is the name of the game, so keep this in mind and utilize images, infographics, videos, etc. whenever you can.
Exciting times are ahead! Your Facebook page is now fully set up and optimized and you're ready to start publishing content and dominating the world of Facebook marketing! Facebook has the ability to deliver powerful results for your business and be a driving force of your overall digital marketing strategy. But, if you're interested in a few more tips on how to start growing your following on Facebook, spend a few more minutes reading on...it'll be worth it!
Tips For Growing Your Facebook Following
Have you ever received an invite to a newly created Facebook page, only to check it out and see it's a blank slate with no content posted yet? That's a bit of a bummer, and why you should avoid doing this. Before you start directing any traffic to your page, you want to have some content on there so people have something to look at when they arrive, to help get a feel for your business and what you do. So before you proceed to the next step and invite your Facebook friends to your page, make sure you have a few pieces of content published for them to browse through.
And make sure they are solid posts - not all promotional. Promotional content should only make up about 20% of what you post - the other 80% should be content that provides actual value to your target audience. Think of it this way - would you keep watching a TV station if it was a 24/7 sales pitch? Probably not, so don't use your Facebook page for 24/7 selling.
Invite Your Facebook Friends To Like Your Page
Now that you've got some content for your friends to read when they check out your page, it's time to invite them. Facebook has a feature built into business pages enabling you to invite your friends to like the page. To use this feature, below your cover photo, click on the button with the three dots then Invite Friends:
You can choose to invite all of your friends, specific friends, or drill down and select specific friends based on location, recent interactions, groups you're in together, workplace, etc. Once you've selected your friends, they will receive a direct message with an invitation to your page.
Embed & Promote Your Facebook Page On Your Website
Your website can be one of your best sources of traffic for your Facebook page. People nowadays instinctively look for links to social media websites when visiting any website, so be sure to promote your Facebook page on your website. You're likely already driving traffic to your website from various sources, so it makes perfect sense to capitalize on that traffic.
Of course, you can just add a Facebook icon to your website and link it back to your Facebook page, or you can take advantage of the Facebook Page Plugin. The plugin gives your visitors the ability to like and share your page without having to leave your website, which is a nifty feature to have at your disposal.
Use Your Email Signature To Promote Your Facebook Page
Think about it for a second...how many emails do you send out on a daily basis? Dozens? Hundreds? That's a perfect opportunity for you to be promoting your Facebook page, along with your website and any other social media networks you have a presence on. Here is a link to some email signature ideas, along with an example we think is pretty cool and draws attention to this person's social media presence:
Host A Contest Or Giveaway
You have probably either entered your fair share of Facebook contests and/or seen plenty of them on Facebook. And why is that? Because they work! Social media contests, in general, are one of the more effective ways of driving traffic to your page and increasing engagement. People love free stuff and have no problem liking your page, sharing a post, or leaving a comment in order to be entered into a drawing. We have written plenty of content here on the benefits of contests and why they should be run on a consistent basis as a way to drive organic growth and build brand loyalty, such as Tips For Running Successful Social Media Contests and Ways To Increase Brand Loyalty Through Social Media.
Just make sure you pick a prize that is in line with the interests of your target audience and make the contest easy to enter, as well as cross-promote it on your other social media channels, website, and email marketing, and it should be a huge success for you! There are also plenty of apps out there to assist with creating contests, such as Wishpond, Woobox, and ShortStack.
What Type Of Content To Post & The Best Time To Post It
You want to post content that provides value to your target audience. And, of course, your goal is for that content to generate engagement. If your audience feels the content is valuable, that increases the chances of them sharing that content, which will help you grow your fan base. As we mentioned above, you should include visual content as much as possible, as posts with some form of visual content receive 2.3X more engagement than posts without visual content.
With that in mind, in addition to visual content posts (photos, infographics, videos, memes, quotes, fun facts, etc), these posts tend to perform well on Facebook, as well:
- How-To's, FAQs, & Tutorials
- Posts Answering Fan Questions
- Free Resources (eBooks, webinars, courses, etc)
- List Posts
But when exactly is the best time to publish all of these posts? If you do a Google search, you're likely to get a different answer from each website you visit. That said, HubSpot compiled data CoSchedule pulled from a wide variety of different sources (QuickSprout, KISSmetrics, The Huffington Post, etc) and this was the end result for Facebook:
You should experiment, however, to see what works best specifically for your Facebook page. While that may be a good general guideline to follow, your results may be completely different. If you use a platform like Social Report, our reporting tools actually taking the guesswork out of optimization and show you when your followers are responding best to the content you post on Facebook, which you can then use to put a posting schedule together. This data is based purely on your own Facebook page, rather than general data based on Facebook as a whole. Here is a sample Facebook optimization report (the data is available on an hourly and daily basis):