A Facebook business page is a great place to promote your brand/ company as it has over 2.38 billion monthly active users on it (Facebook, 2019).
Whether you are a new small business or want to improve your existing one, we have all the tips and tricks you need to know on how to improve your Facebook business page to help generate engagement and conversion:
- Create a Facebook business page (not a personal profile for your business)
- Assign roles in your page and appropriate training so employees know how to work this social media platform correctly
- Fill in as everything in your ‘About’ section, so customers can learn about the great value you can offer them
- Create a brand image that is recognisable to your brand (profile picture and cover photo)
- Add call-to-action and messages button to your page to increase organic traffic and positive word-of-mouth
- Post original and visual content the same take your target audience is online
- Use Facebook’s tools like ‘Pin to the top’ and schedule your content plan
- Use Facebook’s promotion section to create ads for your Facebook business page
Keep an eye out for our ‘tips’ to get more out of each step!
1. Create an actual Facebook business page
The last thing you want to do is to make it more difficult for customers to interact/contact or even find you. That’s why it’s important to create a Facebook business page and not a personal profile for your business.
Try to avoid creating a secondary ‘professional’ Facebook profile. Some people do this because it allows them to connect with other businesses without them seeing their personal information or photos that are on their ‘personal’ Facebook profile. We strongly advise against this because it goes against Facebook Terms which you have agreed to.
If you currently use a personal account for business purposes, then you can easily convert your profile to a Facebook business page by following the step-by-step migration instructions laid out in our guide below.
There are many benefits too, with additional features that help you connect with customers and reach your goals. You’ll have access to Page Insights, where you can see engagement metrics, and visitor demographics. Not only that, you will be able to give other people access to edit your page by assigning permission based roles and setup targeted ads to increase reach and promote your business.
2. Assign page roles
By assigning page roles to your employees, it ensures you only give access to the ones that need it. The last thing that you want is someone accidentally uploading their messy Saturday night photos to your business’s Facebook page…
Facebook makes it possible to assign 6 different types of roles to the people who need it for their day to day work so that you, the business owner has full control over role permissions. If multiple people manage your Page, then you can see published, scheduled or drafted posts via Publishing Tools.
3. Tell us who you are
Just because customers now have to select on a heading to actually get to know your business, don’t think that they won’t do it.
This will be one of the first places that users will visit to get to know more about your company.
There is so much that you can add to your pages ‘about’ section; when your company was founded, general overview, opening times, contact details, and now, you can even add a story about your company. By filling out all of these sections, it really allows the user to get a genuine feel about your brand and what value to have to offer.
You can also add a section about all of the awards your company has won, or even big events you have hosted or sponsored.
To add information to your page, click on settings and then page info;
4. Brand image
- Profile picture
Your Facebook profile picture should be something that is recognisable and relates to your brand. It’s one of the most important things within your brand image because when people search for you, see your posts on their timeline, your profile picture will be displayed.
Examples of profile pictures include the company’s logo or even a picture of yourself if you are a freelancer.
However, it’s important that you keep in mind the size and shape of your profile picture. Your Facebook image on a computer is displayed at 170x170 pixels, but on smartphones, it’s 128x128 pixels; so ensure your profile picture is of high quality and works on both of these devices.
Another aspect of profile pictures that you need to keep in mind is the shape; Facebook profile pictures are now cropped into a circle in posts and on your profile, but when people search for you, it’s displayed as a square (see examples below).
So, test your profile picture out and make sure that it sits well and is of high quality on all of these different aspects.
If you take our profile picture for example; we haven’t used our full name ‘Flint Studios’ because the text would be too small on the image and it wouldn’t portray a good brand image. Therefore, we have taken our recognisable ‘F’ from our logo and used that as our profile picture. As you can see in all of the images above, the picture is of high quality, easily seen and undeniably Flint Studios.
Tip; If you are trying out different profile pictures to see which one looks best, make sure you delete the ones you don’t use!!
- Cover photo
As mentioned above, your profile picture is a vital aspect of your brand image, as this is something that users will see the most, however, you also need to make sure you have an engaging and aesthetic cover photo that also relates to your brand.
You must also keep in mind that this cover photo takes up the majority of your Facebook page, as illustrated in the images above; basically, make it count.
Your cover photo is displayed at 820x312 pixels on the computer and 640x360 pixels on smartphones, so make sure that your cover photo sits well and it’s cropped off on any of the platforms that your users are searching you on.
As you can see, Flint Studios have chosen a big and bold text to illustrate who we are, and above is displayed that we are a gold partner with Kentico; this shows users who are searching for us that we have a high partnership with an easy to use, all-in-one CMS for our customers.
Tip; Keep your brand image consistent on your other social media platforms and make sure you check Facebook’s help centre in case their dimensions for profile photos and cover photos change.
5. CTA and Messages
- Call-To-Action (CTA)
There is a wide range of CTA buttons from, as you can see in the image above, there are 5 sections from which you can choose from, and within each, there are CTA buttons for you to choose.
These CTA buttons are a create feature for your business; it allows you to drive more organic traffic to your website, make it easier for users to book a room in your B&B or even to get more views and free promotion on a certain Facebook post.
To access this section, all you need to do is click on the blue ‘Add a Button’ on your page. From here you are able to select the CTA button you desire, add the URL you would like people to go to when they click on this button and voila, you have a CTA on your Facebook business page.
- Messages
Allowing users to be able to message you is a good feature to have turned on for your Facebook business page.
It will allow people searching for your brand to be able to contact you and ask you questions about your business; this allows you to engage with potential customers and show them what value you can offer them.
By having a page that isn’t very engaging can actually put users off; nowadays, people want to get involved with brands and companies, they want to engage with them and share their opinions with you. So why not allow this feature and showcase first hand why your company is the company to go with, and in return, you will more than likely get some positive word-of-mouth (i.e. FREE BRAND AWARENESS)
However, if you don’t have the time to reply to messages, we advise skipping this section; you don’t want potential customers to start spreading negative word-of-mouth about you.
You may have noticed that on some Facebook pages, there is a ‘Very responsive to messages’ badge displayed. This shows people on your page that you respond quickly and consistently to private messages. However, to get this badge Facebook have set some goals you must achieve;
- Achieve a response rate of 90% or more
- Achieve a response time of fewer than 15 minutes
When you have met these goals, you will be awarded with the ‘Very responsive to messages’ badge and it will be displayed on your Facebook page.
If you are someone who hasn’t achieved this and worried that your true response rate will be displayed on your Facebook page, don’t worry. When you have this badge, anyone can see it. When you don’t have the badge, only people who manage the Facebook page can see the responsive rate for your page.
To add a message button to your page, you will need to click on settings, messaging and then under general settings and ‘turn on’ your messages.
Tip; you can add auto-messages to your Facebook page to help reply to people! This is found in settings, messaging then responsive assistant.
6. Post original content frequently (especially visual)
Posting original content, especially visual, is a great way to engage your customers with your company. By doing this, it not only improve your brand image, brand awareness, and brand reliability and authenticity.
- What content should I post on my Facebook Business Page?
With social media platforms like Instagram and Pinterest, it’s no surprise that we prefer visual content; and no, this doesn’t just mean pictures it also includes videos. In fact according to Marketing Land, 2018, 62% of people said that they were more interested in a product after seeing it on a Facebook Story.
Also, we are more respondate to visual content and want to pay attention to it (HubSpot, 2017), in fact, this type of content gets three times more leads than paid search advertising (Content Marketing Institute, 2017) and it will increase organic traffic by 157% from SERPs.
- How often should I be posting on my Facebook Business Page?
How often and when you should post on your Facebook business page needs to be a vital aspect of your content strategy.
You need to find the perfect balance of not post too much, and annoying your follows by overloading their news feed with your content but… if you post too little then your Facebook business page will not seem legit.
You’ll also need to do some target market research and find out when your target audience is online and will see your posts.
If you need some help with this, then you can contact the Flint Studios team, and we will be more than happy to offer our services to you:
Get in touch
7. Use Facebook’s tools
- Pin to top of page
When you post new content to your Facebook page, your previous posts get pushed down your Timeline; this can be annoying especially if you have a competition or an offer on that you want people to see as soon as they visit your page, but still want to post your normal content.
Well, your in luck; there is a really simple and easy way to keep important a post at the top of your Timeline, even after you publish new content.
To do this, you will need to
- Hit the three dots in the top right hand corner of the desired post you wish to be pinned.
- Then click on ‘Pin to top of page’
- Your post should now appear at the top of your page, and there will be a little bookmark to show it’s been pinned.
- Schedule posts
We mentioned before that you need to post frequently at times your audience is online and create a content strategy based on this.
Once you have done this, you are able to schedule all the posts you have written onto your Facebook business page so they upload automatically to the time and date you have set.
Check out the image above to find out how to schedule posts on Facebook.
8. Promotion
Now that you have created your Facebook business page (or improved your existing one) it’s time to promote your page!!
By promoting your page, it will be advertised to Facebook users and will generate more followers and likes to your business.
This is a great way to create some brand awareness or to increase your traffic or reach.
To this, all you need to do is;
- Click on the three dots below your cover photo
- Hit ‘Create Ad’
- Select the type of ad you would like
How do I Improve my Facebook Business?
To Summarise;
- Create a Facebook business page (not a personal profile for your business)
- Assign roles in your page and appropriate training so employees know how to work this social media platform correctly
- Fill in as everything in your ‘About’ section, so customers can learn about the great value you can offer them
- Create a brand image that is recognisable to your brand (profile picture and cover photo). Keep in mind the different dimensions and image shapes on each device!
- Add Call-To-Action and Messages button to your page to increase organic traffic and positive word-of-mouth
- Post original and visual content the same take your target audience is online. Don’t post too frequently; this will annoy users, but also don’t rarely post; this will make you seem unreliable
- Use Facebook’s tools like ‘Pin to the top’ and schedule your content plan
- Use Facebook’s promotion section to create ads for your Facebook business page
If you need any help with your business profile; whether you haven’t got one or would like to improve your existing one, then contact the Flint Studios team and we will give you a helping hand!
Call us on 028 9045 5554 or email [email protected]