written by Cristina Fernández Hidalgo
There are different kinds of Facebook pages and all of them have a different purpose. The main division of Facebook pages is your personal page and your business page. They are different not only in the design and possible actions but also in the way you utilize them.
It is important that you have in mind that you cannot use a personal page in the same way you would use your business page and vice versa. In the infographic below, you can see the differences between a personal and a business page, what you want to achieve, and finally, what you should post about on the two pages.
Your personal page and your business page may not be the same but they are linked to your user account. When you log on, you can find your business page by looking at your “shortcuts” at the left of your newsfeed, at your options arrow at the top right of any page and, of course, by writing the name in the “search bar”.
Create a Facebook Business page
Your business page requires a proper research on your targeted audience and the strategy to engage them with the right message – content marketing can help you with that. You must think about who you want to reach when using Facebook even if you haven’t created your page yet. Don’t forget to set some goals and a posting calendar to keep your audience engaged, otherwise you might end up wasting your time!Your Facebook business page requires a proper research on your targeted audience and the strategy to engage them with the right message.Click To Tweet
To begin with, if you have already created a Facebook page then you know there are six main categories to choose from. This is an important step on your Facebook business page creation because it will determine the options your page will have available and the audience that will be exposed to it.
There are six main categories that include:
- Local business or place. Small local businesses or institutions should choose this option to start the page. The specification of local will allow Facebook to help you out with your targeting ignoring anybody that does not have connections with your town.
- Company, organisation or institution. Bigger companies can choose to have their umbrella brand in this category. Except exclusively local, the reach can be any and therefore the options and the target Facebook will recommend you will be drastically different.
- Brand or product. When you have a separate project or a very successful product within your brand, you can consider creating a page for it. Small businesses instead, usually want all their followers to be undivided.
- Artist, band or public figure. From rock stars to ballet dancers, this category includes all the public figures you can imagine. If you are interested in creating a personal brand this is a great way to separate it from yourself and your personal life.
- Entertainment. This category will include tv, radio, podcasts or any kind of show.
- Cause or community. The purpose of this is to separate non-profit projects from the category of “brand or product” with the purpose of better targeting.
It is important that you don’t try to lie to Facebook in this area because Facebook will completely change the goals and options you have available.
Also Facebook has been collecting information about who wants to see what for a long time and your audience is not going to be properly selected. To choose the option that actually fits you is critical to not waste your time and money.
If you need to change the category for your Facebook page, so that it is visible to your appropriate targeted audience, you can do so by following these steps:
- Go to Facebook page
- Click on ‘About’ on the left-hand side
- Click on ‘Edit Page Info’
- In the ‘Categories’ section, remove the prior category and enter the new one.
- Save your changes
You are able to select up to three categories to add to your page if needed.
One of the first things to think about when creating your business page is the name and username. The main reasons why it is such an important decision when creating a business page are:
- It will allow your clients or followers to find you easily. This is especially important for promotions and to be searchable on Facebook even without a link. If your name is unique on Facebook, you will just need to write www.facebook.com/yourbusinesspagename/. It has never been so easy to be found!
- It will allow your consumers to interact with you quickly and conveniently. For instance, if you want to write to us on Facebook, the best way to mention us is using our username “@dlesols”.
- And finally, it is the emotional connection your consumers will remember because it is tied to your BRAND. If your Facebook engagement is effective, your consumers will not have a problem recalling your business name. You have to be careful about choosing the name for your brand and not just randomly pick something unrelated.
If you, for any reason, are not sure of your Facebook name, then you need to be aware that you will only be able to change it until your page reaches 200 likes. From that point on you will only have one more chance to change it so think carefully about it.
Furthermore, you should find ways to make your Facebook page engaging through its appearance. Select images with little or no text, keep the page professional and inviting to your visitors.
Profile picture and cover photo
When creating your profile you need to prepare the profile picture and your cover photo. They are an important engagement visual tool as your audience will identify your brand by them.
As a Facebook profile picture you need an square 180×180 pixels photo, ideally your logo. Profile pictures will be everywhere on your page to any comment you do through your business account. Regarding the profile picture at your personal profile, it helps to identify who is behind the post or message.
When a visitor goes to your page, what do you think is the first thing they see? It is your cover photo. For a cover photo, you don’t need to identify your brand since most often people are going to see it next to the profile picture with your logo. The size of it should be 851×315 pixels and we highly recommend to try to make it engaging. To do so you can choose to put a slogan or just a sentence that will lead you to convert your leads into consumers (See CTA).
Info at your page
One of the biggest differences between a personal profile and a business profile is your interest in showing where you are, your phone number, your email or when you are available. All the information you enter on Facebook can be helpful for your consumers.
To be more in contact with the public, you should include all the best ways to reach you and the hours you are available. For instance you should include at least: your website, email, phone number, address, open hours and social media accounts.
You also have the chance to write down some descriptions about your business in case someone stumbles upon your account and wants to know more. This can be done in the “about”, “story” or category.
You do not need to be the only one in charge of your Facebook business page. A partner, employee or trusted friend can help you out with the chores at Facebook. The best part of the page roles is that you do not need to give someone else as much authority as you have over the page.
There are six different roles you can choose from: admin, editor, moderator, advertiser, analyst and contributor. All of them are meant to have a different level of authority depending on the real life role of the people you add. The most complete ones are admin and editor since they can use all or most of the features of the page.
Take into account that most of the roles can publish advertisements so they will be able to spend money from the account linked to the page.
To know more about the roles in Facebook take a look at the table below created by Facebook Help Center:
“Go ahead and give me a call!”, CTA is the way to transform a Facebook fan into a lead. Below you can see a good example of the common CTAs Facebook uses on boosted posts. The first example is the “Like Page” button and the second the “Sign Up” button.
Both those buttons are there to help consumers completing the process why Google has paid a sponsored advert on Facebook. You can also do this in your regular posts by letting your audience know where they are going if they follow your link or by asking them to like your Facebook page.
For instance, you can have a “giveaway” on your Facebook page and ask your followers to share a post and to like your page (if they haven’t done it yet) for the chance of getting a giveaway prize. When your followers see you give away something, they will read and follow what they should do to get it. Following your instructions they are showing your post on their newsfeed so more people will be able to see your page.
You can also have a CTA on the top of your Facebook Page. According to Facebook for business, there are seven CTAs available: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up and Watch Video.
We optimize our CTAs with the text of our cover photo. “Imagine what a little coffee break can lead to” actually leads the potential clients to our “Contact Us” button or to send us a message.
Other possible CTAs are for instance the ones you can put at the tabs of your Facebook page. They might lead to other social media platforms such as Instagram or Youtube or to any other service you might want to show. For instance one of our CTAs is an “Email Signup” button.
Content on your Facebook Business page
SEO and Facebook
One thing about SEO that you might not know is that your social media posts can help out with the ranking of your website. This means that if you post links to your site and other content related to your business on social media, you will help your website rank better in the search engines if others share your information.
The anatomy of a Facebook post
A great Facebook post will include:
- A piece of engaging text related to the page. In the example below you can see how they are promoting a brand event.
- A piece of visual content such as a video that is relevant to the text. They attached a video to the post to make it catchy to the eye.
- A hashtag, a link, a mention or all of it. The video is a link to their campaign page where you can find more information about the event.
- A CTA written or in a button. The CTA in the example post is at the bottom of it saying “shop now”, giving the user the next step to take to participate in their campaign.
Facebook advertising is a world of its own. It allows you to boost the audience of your posts as far as you want. It is the same if you want to reach as many people as possible in all of Scandinavia or if you only want to reach the ones that are over 50 years old, have a well-paid job and are interested in gardening – Facebook can reach them for different prices.
The best way to start using Facebook ads is creating a small one and discovering all the possible options. We highly recommend you to explore them when you are setting your social media goals because they include a number of different options allowing many different strategies.
Facebook Business Insights
You are not done with your strategy and goals until you explore the insights of your Facebook page. Facebook insights will give you information about your likes and the performance of your posts.
Some of the best features of Facebook Business Insights are simply the performance division between sponsored posts and organic reach or the growth of the page likes. All of it is the information about the conversions from your followers into leads and from leads into clients, so make sure to review your own performance every now and then.
Extra pro-tip: Facebook Business Manager
Facebook offers applications for companies that decide to take their marketing on Facebook to the next level. With Facebook Business Manager you will be able to control every detail of the advertisement and page management like professionals do.
It includes many other tools and more information that you can use to promote your business. It is of course, also designed for those companies that are thinking of actively using Facebook adverts as an online promotion tool.
You can directly create a page in Facebook Business Manager or you can move your page into it. Facebook wants you to confirm that you are part of the company and you will not “own a page” as an admin but rather you will be able to manage the page as someone who works in that company.
Some of the best features Facebook Adverts gives you access to are:
- The assets library. Where you can have your own image and video stocked but also your different custom audiences created by you.
- Product catalog. For those who see Facebook as another place to get to sell their products, the product catalog is an amazing tool. It allows you to have a list with images and description of all your products like if it was your website. It will also allow an easy advertisement of them.
- Campaign reports. Campaign reports will help you see all the insights of related posts that you launch together as campaigns.
- Audience insights. It provides you a very detailed vision of who your current audience on Facebook is. It provides info such as the interest, places and age of your audience. It is a great tool for targeting.
One last tip
This is only one small part of what should you do when you create a Facebook page. If properly managed and investing enough time you will be able to have a kick-ass Facebook page for your business.
Once you are set, remember that the keys to succeed are to be consistent and review what performs better. So create a calendar with the days you want to post, plan what can you post in advance, think what content your audience wants, and make sure to follow up on the analytics. Do not stick to practices that are easy but don’t perform well, think differently and learn as you go.
How does your company work with Facebook and other social media accounts? Leave a comment below.