21 Tips To Get The Most From Your Facebook Business Page
Just about everyone has a Facebook page these days, and if you don't then you're probably thinking about it. But a Facebook page isn't just marking your spot on the world's biggest social media platform, it's got to be part of your marketing strategy.
And that means understanding not only how to set up your business page but how to interact with your Facebook audience, and the best strategies for attracting followers and keeping them interested.
So, here's 21 tips on how to get the most from your Facebook business page - get noticed, increase your engagement, and market your business successfully.
Facebook page set up
It's really important to set up your page properly from the outset. Put some thought into it. Just because you can set up a page in 5 minutes, doesn't mean you shouldn't take an hour or two! There's lots of info on how to do that but here's a recap of the important stuff:
1. Make sure all your contact details are upfront and centre
Gosh, this one sounds SO obvious! But you'd be amazed by how many people forget to include their phone number or something vital. The key here is to make it really easy for people to contact you because people prefer different methods of communication. Add your social media links, website, hours (if you have a physical business), and your phone number, so it's really easy for people to contact you. Not your email though, that comes later.
2. Use a descriptive cover image that demonstrates what you do
This can be a custom made banner (Canva is great for creating these) that includes your tagline too, or an image that evokes a strong sense of what you do. Maybe a photo of your physical business or the products you sell.
3. If you're in a service industry, use a photo of yourself
This typically goes in the logo box to the left but if you don't add it there, put it in the header. Preferably use a professional shot that was taken in natural light, and has you smiling or looking cheerful. It builds trust and customers like "seeing" the person behind the page.
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4. Choose a page template that's best for your business
Go through Facebook's new business pages and choose one that best reflects your business. They're quite customisable so don't worry if you can't find one for your exact industry.
5. Use the Call To Action (CTA) button
This is the big blue button that sits to the right under your banner, editable in your template settings. This is where you want to put the #1 thing that you want from your audience. Is it to like your page, visit your website, contact you, or subscribe to your newsletter? Make it easy for readers to do what you want them to.
6. Rearrange your menu items
Change around the menu items on the left side of your page so they're in order of importance - for you. Want people to see your services and prices first? Or read your blog posts? Check. And delete those boring items you don't need, they just confuse the reader with unnecessary choices.
Grow your Facebook page
Naturally, you want your page to be popular with loads of followers. Or what's the point? A page with lots of followers creates trust and credibility and encourages more followers. It also adds to your page activity which leads into engagement... (more on that below).
So, let's look at how to ramp up your page popularity...
7. Invite all of your Facebook friends to follow your page
Yep, all of them, including your Great Aunt Linda. Click on the shameless "Invite friends to like this page" link in the right hand column and invite everyone.
Your friends will always be the ones to support you because they already know you, and also (let's just say it), it's kind of awkward for them to delete your request!
8. Ask your friends, family and partner to invite their Facebook friends
What good are family and friends if not to support you in your time of need? Getting others to spruik your wares requires zero effort on your part and acts like a personal recommendation. If it makes you feel uncomfortable, just stick to a trusted circle and ask them directly if they can help you out by spreading the word among their Facebook cronies.
9. If you have a physical business, print out little "Like us on Facebook" signs
Not everyone uses Facebook in the same ways and some people may not even realise that you have a page. Make it easy for them to add you to their community by reminding them at every turn.
10. Add your Facebook link to your email signature and website
And yep, that includes adding your Facebook link to your email signature and naturally, to your website. Drop your social media icons onto every page of your website (the header and/or footer work best); as well as your blog sidebar, if you have one; and include share buttons of all your blog posts.
11. Join Facebook groups where you can promote your page
Facebook groups are great for lots of reasons and business networking is a big one. There are always posts where someone invites people to post their social media links in a "I'll like you if you like me" scenario. Take every opportunity, and yes, share the Facebook love by liking others back.
Facebook page engagement
Growth and engagement go hand in hand - when you get people commenting and sharing your content, it puts your page in front of more people, which in turn means more followers.
However, it's not as easy as racking up followers.
The tricky thing is that even though you may have 103 followers or a 1003 followers, only a fraction of those followers actually see your posts in their newsfeed on a regular basis. What the...?
Yep, what Facebook wants is to see is how many of those followers actually like your content. They want to see how many likes, followers, comments and shares (the level of engagement) your posts receive and by who.
That's how Facebook rates your page success; the higher the level of post engagement, the more your page content is shared in your followers' news feeds. Here's some help...
12. Post regularly
You need to be getting in front of your audience on a daily basis if you can. Invest in a social media scheduling tool and line up your posts in advance.
13. Use images and/or short video
Video and images are huge right now. They're bright, eye catching and easy to engage with. Don't discount the value of using a quick video grab or image to attract your readers' attentions.
14. Ask questions of your readers
Be provocative and daring. Don't go for the low hanging fruit like "what did you do today?". In my newsletter, I wrote about a popular post on not getting paid on time which spurred loads of comments and engagement.
15. Be personal and honest
Challenge people with controversy, opinion and personal stories. Show your vulnerability and human side. Everyone loves a real account of life behind the business. We're going through similar experiences but it's easy to forget that. Keep it real!
16. Check the ideal times for posting on Facebook
This very much depends on your audience and where they're based. There are loads of variables about best posting times, but it could make the difference between 10 people and 200 seeing your post.
17. Vary your post types
Vary your style of posts, as well as their medium. Everyone love an evocative personal story or an outraged rant or a throw back to the good old days. Make it relatable to your audience so they feel they have something to add.
18. Keep it short and sweet
Research shows that the best Facebook posts are short; no more than 50 characters. Don't write an essay, just a quick one liner to grab attention and then you can throw a link underneath.
Facebook page insights
Facebook's page insights are a hugely important - and interesting - side of your page. Check this section regularly to help you understand how successful your page is.
19. Check out the competition
What are your peers and role models doing? What are their popular posts? Can you rework any of it into your own style? Scroll down to the Pages to Watch section and keep tabs on other pages.
20. Find your most popular posts
Quite simply, see which of your posts are the most popular and which styles are consistently doing well, then post more of that kind. It really depends on your audience and what they like but you can and should try different things over a period of several weeks or so to gauge interest.
I've tried several different tacts for my page and now I can see more clearly which work and which don't. Cute photos and testimonial quotes are a clear winner, especially if I can tag the commenter. But helpful how to articles are seen by lots of people but rarely gets engagement.
21. Drop those post types that aren't getting results
Remember your audience and the platform. Facebook isn't really into anything heavy; it's mostly entertainment and short 'here's what I'm up to' blurbs. So, if you're pouring loads of great content onto your page and not seeing any results; be ruthless, boot it out and try something new.
Now go put these tips to good use and give your Facebook page a real boost!
About the author: Lilani Goonesena is an Australian freelance writer, Squarespace web designer and blogger currently based in Vientiane, Laos. She helps creative women freelancers and small businesses with web design and content, blogging and through her awesome weekly newsletter on digital marketing, social media, blogging, web design and "all that online stuff". She also writes food and travel articles for businesses and magazines, and blogs at the delectable Eat Drink Laos, just for fun.