Facebook has over a billion active accounts. That is one in seven of the World’s population. If you don’t have a business Facebook Page, you are potentially missing a huge audience for your service or product. Consider these statistics,
- 71% of adults have a Facebook account.
- 93% of shoppers’ buying decisions are influenced by social media – because 90% trust peer recommendations. But only 14% trust advertisements.
- Social media has a 100% higher lead-to-close rate than outbound marketing
With this in mind, here are our top tips for making the most of your business Facebook Page.
Carefully choose your profile picture
Social media is not a selling platform, hard or pushy sales techniques simply won’t work. Rather you should use social media in order to spread brand awareness and gain brand trust.
Pick a profile picture that is easy to recognise and impactive, like your company logo or maybe a good head shot of yourself if you are a sole trader.
Social media marketing is about exposure. The more often your logo or profile picture is seen, and associated with good content, the more trusted your brand becomes. The more trusted your brand, the more likely you are to convert leads to sales.
When choosing a photo, keep in mind that Facebook requires your profile picture dimensions to be 180 pixels by 180 pixels (even though the image will display as 160 pixels by 160 pixels on desktop computers).
Match Your page name and username
You can only change your Page name or username ONCE. (the user name is also called a vanity URL and is the name that appears in the address bar and not the name on the front of the Page)
You need to be an admin to change your Page’s name. If your Page has over 200 likes you will need to request a Page name change from Facebook, follow the steps below which will redirect you to Facebook support.
To change your Page’s name:
- Click ‘About’ below your Page’s cover photo
- Click ‘Page Info’ in the left column
- Hover over the ‘Name’ section and click ‘Edit’
- Enter a new name and click ‘Save Changes’
When choosing a new URL try and match the Page name as closely as possible, this will make your Page look more professional and make searching for you easier.
To change your Page’s vanity URL
Go to facebook.com/username
- Below ‘Create your Facebook web address’, select a Page from the drop down menu
- Type a username and click ‘Check Availability’
- If the username is available, click ‘Confirm’
It should be re-emphasised here that you can only change your Facebook Page name and vanity URL once. Take your time and get it right.
Quality over quantity
Facebook has billions of complicated algorithms to try and determine which posts are seen in people’s newsfeeds. The aim of Facebook algorithms is to show you only the posts that will be most informative and relevant to your newsfeed and filter out spam, poor quality or pushy sales posts.
It can be tempting to post often from your business Facebook Page but this will actually be detrimental to your brand. People quickly unfollow a page that posts too often and it’s likely Facebook won’t even show your posts in followers newsfeeds.
Aim to post to Facebook no more than once or twice a day unless you are live reporting an event or occasion. The key here is the quality of your content. Posting valuable, informative, and engaging content once a day will get you much higher visibility and interaction than a series of sales posts.
Consider sharing industry-relevant news, local charity events and useful blogs. Carefully crafting one informative and relevant Facebook post can yield better results than a month of sales posts.
Last year Facebook released an update to allow certain businesses that have a physical location to become verified. Verification is shown by a small grey ‘tick’ alongside your Page name, similar to the blue ‘tick’ that currently denotes a verified Page from someone in the public eye.
A verified Page will rank higher in a search and adds an element of trust to your Page and your business.
To verify your Page:
- Click Settings at the top of your Page
- From General, click Page Verification
- Click Verify this Page, then click Get Started
- Enter a publicly listed phone number for your business, your country, and language
- Click Call Me Now to allow Facebook to call you with a verification code
- Enter the 4-digit verification code and click Continue
Optimise the ‘About’ section of your page
The ‘About’ section of your business Facebook Page is one of the first places people will look to gain more information on your business, product or service.
The ‘About’ section has a preview that sits under your profile picture on the left-hand side and also as a full section that people can navigate too by clicking the tab at the top of the page just under the cover photo.
Make sure to put as much information as possible in this section. Write a catchy ‘short description’ for your business and link to your website. Opening hours, location and costs, if applicable, should all go here too.
To edit your full ‘About’ tab, click on it, hover over the section you’d like to edit, and click the pencil icon.
We hope this blog has been useful. We would love to hear your feedback, you can get in touch via our Facebook or Twitter or if you have any questions about your digital marketing, contact us here, we can help.