Setting up a Business Page on Facebook is a very quick and simple process, however setting up your Page correctly to maximise your impact takes a little bit more time. I see so many Pages on Facebook who are missing out on sales leads, engagement opportunities and search traffic as they haven’t optimised their Page. Below I’ve shared some of the main areas of your Facebook Business Page.
Setting up a Business Page on Facebook is a very quick and simple process, however setting up your Page correctly to maximise your impact takes a little bit more time.
Your Page name should be your company or business name – “your trading name” – this is the one that most people would know). For example NAB vs National Australia Bank or VLT vs Varsity Lakes Travel. While the longer name will help with keyword searching (if people put the word travel into the search bar), most of your existing customers who know you as VLT will never find you. If your business name doesn’t describe what your business does – like Kikki K – you may like to add a descriptive word – such as ‘classic stationery’. If you have under 200 fans you can change your Page name as many times as you like, after 200 fans you have to apply to Facebook.
When setting up your Facebook Page you can select from one of six categories. You never want to set up a “cause or community” if you are running a business. If your page gets over 10,000 fans Facebook can take over management. I see many local business owners select the “local business or place” category and many are missing out by doing this. This category should only be selected if you have a physical location where people must come to, to do business with you. For example a hairdresser or restaurant. Selecting this option allows people to ‘check in’ to your location via Facebook and help the viral spread of your Page. If you have an office but don’t need people to be there, like an accountant or business consultant then select the other categories. This way in your about section (as pictured below) you have the option to personalise your information.
About and Info Section
The about section (as pictured above) is located directly under your Profile image. Facebook give you 250 characters to attract your audience. As it’s at the top of the page many people view this section to find out if you are both a good fit. Use this section to let people know what you’re about and how you can help them. I recommend including a call to action and a link to your website. The idea is to encourage people to take the next step with your business. If you have selected the local business or place category you can’t change the information in this section.
When people click on the “About” link below this section they are taken to your Info Page. The info page is similar to your About Page on your website and is often one of the most viewed pages. Sadly many Page owners just leave this area blank. I recommend completing as much information as possible. This way you can connect with your audience, build credibility and it also helps to increase your search rankings (i.e. more people will find your Page when searching on Google and Facebook).
Profile and Cover Image
Your Profile and Cover Image are the two main areas for branding on your business Page. It’s vitally important that you include an image in both of these areas. An image that reflects you, your business and is attractive to your market. Your profile image it your identifier and follows you around Facebook when you interact on other Pages. For this reason it shouldn’t be changed often and should be an image of you as the business owner. On the other hand, your cover image should be changed regularly. The cover image is an image, not a billboard, so make sure there is less than 20% text and is enticing to your target market.
When someone likes your Page a story is created in their news feed which includes your cover image. Due to the visual nature people will decide if they also want to like your Page based on the cover image they see.
Your content is probably the most important element of your Facebook Page. Your content is how you attract, connect and convert your fans into customers. And you must show up every day (or at least 5 days per week). Posting content consistently will help you grow your fans, engagement and sales. Facebook Marketing is not a set and forget strategy. Share content with the aim to educate and inspire your audience. Mix it up and include information about your business plus information on other topics your market is interested in. If you run a hairdressing salon then you could also share information on fashion, local events, latest hair trends, quotes and stories about kids, etc.
How is your Facebook Page looking? Have you covered off everything listed above?
Natalie Alaimo is a social media marketing expert who teaches business owners how to build their brand via online marketing to create an avalanche of clients ready to buy from you. She helps clients via custom workshops, the Ask Natalie Academy and private coaching. Natalie is the creator of The Social Media Blueprint – Managing Your Social Media in 10 Minutes per Day.
A Gold Coast, Australian local she enjoys, tap dancing, painting and spending time with her family.
Natalie is an international speaker and blogger who has been involved with companies such as; Telstra, Ray White, BNI, BWI, WNA, Keune, Babor, Self Storage Association and Starshot Photography.