Because of the nearly 2 billion people who log on to Facebook each month, it’s probably a good idea to start a new Page or optimize an existing one.
For a Facebook page to generate leads and customers, you need a strategy that includes gaining attention, being liked and engaged with, and building a following. It is not enough to choose any image; it must have the correct dimensions, be high-resolution, and accurately represent your brand.
In order to ensure that you create an engaging page that takes full advantage of everything Facebook marketing has to offer, we’ve compiled the following guidelines.
- Use Page roles to prevent publishing errors
- Don’t use your company’s social media accounts to promote yourself personally
- Add a “call to action” (CTA) button to your page
- Add a profile picture that is easily recognizable
- Your website should include basic information and company milestones in the ‘About’ section
- It’s time to post photos and videos to your Timeline
- Determine the best time and frequency for posting
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Use Page roles to prevent publishing errors
As marketers, we’ve all heard the nightmare stories about employees who unwittingly shared private information on the social media accounts of their employers. Assign Facebook Business Page roles only to those employees who need them on a daily basis to avoid such publishing errors. And before you do that, make sure you train those who are new to social media management adequately so they do not become confused about when they should click “publish,” what they should post, whether something should be scheduled first and who they should post as.
On your company’s page, go to “Settings” and then “Page Roles” to assign these responsibilities.
You should also make sure to share content on your brand’s behalf as the brand, not as yourself. Select “Page Attribution” from your settings to verify this.
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Don’t use your company’s social media accounts to promote yourself personally
Instead of a Facebook Business Page, many well-intentioned marketers and business owners create personal profiles for their brands on the social media platform instead. For all the content creation, paid promotion, and analytics/insights a Facebook Business Page offers, you’re missing out. A personal profile would also necessitate customers requesting to be friends with you, which is something you don’t want to do.
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Add a “call to action” (CTA) button to your page
Adding call-to-action buttons to Facebook Pages has become a lot easier since Facebook first introduced the feature in December 2014. These include “Watch Video,” “Sign Up,” and “Book Now,” each of which can be customized with a custom destination URL or piece of content.
As a result, it’s a powerful tool for boosting the visibility of their websites or the content they’re sharing on Facebook. This is a great way for marketers to redirect Facebook traffic to their website.
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Add a profile picture that is easily recognizable
If you’re a consultant or a freelancer, you’ll want to use a picture of yourself or your company logo as your profile picture. On Facebook, it’s essential to be recognized in order to be found and liked. To ensure that it appears in search results, on your Facebook page and as a thumbnail image next to your posts, you should choose wisely.
Remember that Facebook’s image dimensions can be found here at any time, so keep that in mind when selecting a photo. On desktops, Page profile images are 170 x 170 pixels wide and 128 x 128 pixels wide on mobile devices.
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Your website should include basic information and company milestones in the ‘About’ section
The ‘About’ section of your Facebook page is one of the most important sections.
When a visitor lands on your page, they no longer see a preview of your “About” text—instead, they’ll have to click on the “About” option that appears in the column to the left of your content — but it is still one of the first places they’ll look to learn more about you.
Even in the “About” section, there are numerous ways to add additional copy. It’s important to use concise, descriptive copy in the section that most closely aligns with your brand — such as the general description, the organization’s mission or your story. Before they decide to Like your Page, your audience will have a better idea of what it stands for if you do this.
It’s also a good idea to keep track of important dates, such as the date/year your company was founded, as well as the launch dates of popular products and services.
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It’s time to post photos and videos to your Timeline
All online presences, including social media channels, are now required to have some sort of visual content to accompany them. Content that is shared on social media is 40 times more likely than content that is not shared.
Despite the fact that photos are a great way to capture the essence of your brand, it is more likely that you should devote a significant portion of your time and resources to creating video content. In the 2017 State of Inbound report, 24% of marketers named video as their top priority, calling it the “main disruptor.”
In order to encourage users to watch videos, Facebook allows brands to include “Watch video” as a call-to-action on their Pages. However, it isn’t just pre-recorded videos. People spend an average of three times as long watching a Facebook Live video compared to a video that is no longer live, according to the newsroom of the social media channel. Never be afraid to show your audience what your organization is doing in real time, but be ready for what they might see.
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Determine the best time and frequency for posting
The frequency and timing of your Facebook posts should be taken into account when planning your strategy. Not updating your Facebook page on a regular basis will give the impression that your company lacks credibility and sincerity, which is the opposite of what you want your customers to think of you as. The danger of posting too frequently is that people will get sick of seeing your content in their feeds.
Social media editorial calendars are particularly helpful here. Like other online content, you can use it to create a schedule for sharing specific posts depending on the time of year or the level of popularity. Setting up your Page means you’ll have to make a few adjustments to your schedule because you’ll want to keep an eye on how well your updates are performing via Facebook Insights (which you can navigate to via the tab at the very top of your page). You can fine-tune your posting frequency and strategy after you’ve studied the most popular posting times and other analytical data from your first few posts.