How to set up a business facebook

How to set up your Facebook business page in 8 steps

Joining the millions of brands on Facebook should be a priority for every small business. Facebook is an active hub to find and engage with potential customers. You can connect one on one, learn about user habits, and tailor ads to your audience.

8 steps to set up you Facebook business page

Before you can benefit from these features, you need to build awareness with a great Facebook business page. Social media is a gateway to a lasting customer relationship. The informal nature of Facebook allows you to show the human side of your business. Once you get people to follow you online, you gain a steady source of leads and traffic. Read on for a step-by-step guide to getting your Facebook business page up and running.

1. Create your Facebook business page

To get started, you need a personal account on Facebook. While you can create more than one business page, they should all link to one personal account. When logged in, click the “Create” link (a plus (+) sign icon) in the top right corner. Choose the “Page” button to visit the business section.

2. Fill in your page information

After selecting “Page,” your = blank business page will appear and on the left is a “Create a Page” window. Start to fill out your business information in the following fields:

3. Choose brand visuals

Branding choices can make or break a business page from the start. That’s why it’s smart to use strong visuals to show personality and spark an emotional connection. Draw your audience in with interesting profile and cover photo images.

After you finalize your page information, click the save button and image boxes will appear in same window under your business details. You will need to choose two images: a profile and a cover photo.

Your profile picture is a great location to display a company logo for the best search results. Facebook often changes photo standards, so always check for the most up-to-date sizing. As of September 2020, the recommended Facebook profile photo size is at least 170 x 170 pixels.

The cover photo is a unique opportunity to put your brand in the spotlight. Click the “Add Cover Photo” button and use an image the best represents what your business page is about. If you love your company culture, why not snap a photo of your team in branded gear? The recommended size for a Facebook cover photo is at least 1640 pixels wide by 856 pixels high.

When you are done adding a photo for each box, click the blue “Save” button and your page is almost complete.

4. Add more detailed business information

On the left side window labeled “Manage Page,” scroll down and select “Edit Page Info.” The window will appear on the right side of the screen and you will be able to add more detailed business information.

If it applies to your business, the “Edit Page Info” window will help you fill in more business information. Here are the areas you can choose to populate:

5. Add a call-to-action button

Designing your Facebook page around a call to action (CTA) is a smart way to boost conversions. If everything on your page is subtly moving visitors toward one outcome, you have a better chance of closing the deal.

Click the “Add a Button” option below the cover photo to see a list of CTAs. Choose from options such as:

The CTA’s are perfect for promoting local businesses. The social aspect of the site motivates users to take action when they see what their peers are doing. Imagine prospective customers who see friends make a purchase, order food, or get your app. They’re more likely to follow your business page or take action on the spot.

6. Create photo and video stories

Fill up your profile with photo albums that tell a story about the experiences you deliver. Photos of your products, location, and experiences can set positive expectations for new customers. And tagging key people or elements in your photos drives engagement among people who already love your business.

Below the “About” section on your Facebook page find “Photos” and then select the “See all” option to add photos. Focus on the most attractive characteristics of your business. And ask yourself the following questions:

You can use the same strategies and post videos related to your business.

7. Notify customers, friends and family

Get your business profile off to a good start by asking supporters to like your page. If they’re willing, ask customers to post and tag past photo’s they’ve taken at your business. Having other people link to your page puts your business in front of more people, which is the ultimate goal.

And make sure to add “Like” and “Follow” buttons to your website and online profiles. After all, you want everyone to be able to show your business some love.

8. Choose and adjust your setting preferences

Setting preferences right away can help you control who sees or posts on your page. Click the “Settings” button in the “Manage Page” sidebar to open a detailed panel of options. From this dashboard, you can set visibility restrictions, such as age and country. You can also decide how much freedom others have to message you or tag your page in their media.

Go through all the tabs under the “Page Settings” sidebar to activate or deactivate features as needed. Some major options include:

One important feature to think about is the “Page Role” option. If you have multiple employees accessing the account, you can assign roles to limit what they can do. The feature is useful for preventing accidental posts or changes to the wrong pages.

Start promoting your business

There’s a lot to learn before you become a Facebook marketing guru. The site has countless options for monitoring follower activity and targeting ads to fit their interests. However, setting up a Facebook business page is a good beginning step toward reaching new audiences. Passing this first hurdle opens a world of new possibilities tailored to small business brands.

A strong social media presence is part of a well-planned online marketing plan. Be sure to send Facebook traffic to a professional website.

How to Create a Business Page on Facebook

Vatslav Simmons 3

Facebook is great for sales of both b2b and b2c products/services. But you definitely need to be regularly online in this social network if you want to attract customers. This can be done with your company’s page.

This guide demonstrates the way of creating and customizing a Facebook business page of a company or a personal brand. Also, you are going to know how to win your first subscribers absolutely free.

Choose the Facebook Business Page Category

The first thing you need to do is to hover the mouse in the upper right area on the panel menu in Facebook and click button «Create Page».

In the opened window you will see 2 main categories of pages and multiple sub-categories that Facebook offers to choose inside them:

Several categories can match your business. So, many users spend a lot of hours to select the proper one. Today Facebook can offer users intuitive selection of category – just start typing your activity sphere and the system will offer you the list of matching categories.

If there any difference between the Facebook pages’ type? Actually, yes. Some categories offer additional features that absent in other categories.

It is worth revising each type of category in order you could make the decision easier.

In fact, when you hit the «category» tab a large menu of sub-categories drops down. If you have made a mistake choosing the category, be free to correct it navigating to the left side bar menu – about – general – category tab.

You can also find Facebook pages, classified into old categories in the left side bar menu – about – the last item in the «more info» menu. There you will see the old classification of categories. Here they are.

Business or Brand

This category is for you if:

Community or Public Figure

This category will suit you if:

Which Type of Page to Choose Finally?

You always have a possibility to edit the category of your Facebook page. The only one poor moment is that you will lose your customers’ feedbacks.

Specify the Facebook Business Page Name

This title will be shown on your Facebook page below the avatar.

How to name your page most effectively? Use one of the 3 methods below.

Method 1 – make the name of your page similar with the promotedbrand/company

This sounds the easiest and optimal variant, since your goal is to create a Facebook business page for promoting your company/ brand.

Method 2 – call page with keywords

If you have no brand, or you create an entertainment community, then this option is for you. You will make it clear to users what your Facebook page is about using the keywords.

You can view in Google Keyword Planner what keywords are requested more often, and add them to the title.

Method 3 – brand + keyword

This variant is the best when clients can’t obviously correlate the name of your company with your activity. Adding the keyword, visitors of your Facebook page will immediately become clear the scope of your work.

Most importantly do not make your title very long and hard-to-remember. Your Facebook page title will also appear above all the posts that you post.

You always have a possibility to rename the created Facebook page in the Left sidebar – About – General –Name – Edit.

Type the name of your Facebook page and push the button «Get Started».

Choose the User Name for Page

Actually, the user name repeats your Facebook page’s URL-address. This is a domain that Facebook gives to your page. Remember, that each Facebook page got the separate ID, which is shown after the user name.

Here are some tips how to choose a user name:

What User Name is Better to Choose?

Make your user name the same as your brand, if you have one. If you have named the Facebook page using keywords, it is not necessary to use all these words in the name. The shorter the Facebook page’s username, the better it is!

Click on «create page @username» to set up your name.

Fill in the name in the dropped window. If the user name is correct and is free, you will see the green mark in the left. Now push the button «Create Username».

Add Some Information About Your Facebook Page

Click the button «About» in the left sidebar.

In the opened window you will see the items you may fill in.

Not all of them are so important. Let’s revise each of them.

General

This is a section where you can specify your Facebook business page’s category, name, and user name. Mistakes, ever made, can be easily corrected here.

Hours

Setup your company’s opening hours.

Business Info

Here you can mention your organization foundation data (or just type the year you have started a certain activity) and its mission. We recommend filling this data in if you have some.

Additional Contact Details

If you clients leave their requests by phone or e-mail, type them necessarily. Ofcourse, add a link to your website.

The last item in this tab allows adding other accounts in other social networks.

Add them if you have ones.

More info

In«About» item type the information about your organization (the limit is 255 symbols). This data will be shown on the main Facebook page. You may enumerate your awards or products.

If you live somewhere else but not in German, Austria, and Switzerland, feel free to miss the item «Edit impressum».

Story

This is an important item, since this is where you can describe what services you can provide to your potential clients and to tell them more about your company/experience. Your task is to «hook» the visitor and to make her of him to subscribe to your page or move to the site. When you fill in all items, your Facebook page will look nice to visitors.

Team Members

If you want your clients know something about your team, go ahead! Post some facts about your employees in this section.

You always can add some additional information, as opening hours, address, map, and prices clicking the tab «Edit Page Info» in the right upper corner of the section. It works both for the business or brand and community or public figure.

In case of filling in all these fields, the information about opening hours and the map will be posted in the «About» section and in the Facebook business page.

Add Profile and Cover Picture

The profile picture is that one that is showed in the left corner of your page.

Upload the logo if you are going to promote your company. Add your personal photo is your goal is to promote yourself.

The uploaded image size must be 170 x 170 pixels, at least. On the smartphone, the image size is reduced to 128 by 128 pixels.

One of the most common problems that you may face is the quality of the photos. Facebook automatically resizes the uploaded photos. If you want you photos be the best quality, upload it in png format.

Navigate to «Add a picture», click, and add a profile photo.

After downloading the picture youravatar will be updated. Moreover, the added photo will also appear in your news feed.

In addition to the business page avatar will appear next to the ads that you can place using Facebook targeted advertising service, as well as close to all published posts.

What About the Page Cover?

The cover is the first thing a person sees when visits your Facebook page. You have literally 3-5 seconds to understand people what is your page about (or what is your offer).

The right cover must show either a place that you are promoting (for example, the gym) or a person (personal brand), or the purpose for which this page was created.

Look through some examples:

Each of these covers bears a specific purpose.

The first conveys the mood (Coca-cola), the second gives an insight into what will be the content (Digital marketer), the third filters the audience (for advanced users only) and promotes personal brand (Jon Loomer).

What is Best Thing to Display on the Cover?

Be sure to use text message for the above purposes. Previously, FB has limited the amount of text on the cover to 20%. Now there is no such restriction, but that does not mean that we should fill the cover with text completely.

Picture and information on the cover must look harmonically.

What is the Optimal Size of the Facebook Cover?

You can load the picture of any size, but the pictures with dimensions of 851 x 315 pixels load faster.

On the smartphone cover is displayed in size 560 x 312 pixels. All that is beyond the width of 560 pixels will be cropped. You can use special apps to fit harmonically the space of cover photo.

To save the quality of your cover when downloaded to FB, use png format of cover photo.

So, how to add a cover picture?

Click on the button «add a cover»to download the picture.

Choose «cover» in the pop-up window and download it. The cover picture will also be posted in your news feed automatically.

That’s what we have in the end:

If your main mission is to boost traffic to your website from the cover and pictures, click on them and integrate a link to your website into description.

Which is the Best Way to Add a Cover for a FB Business Page?

Canva or Pagemodo services are developed specially to help «beginning designers»of the cover photo.

You can choose a ready template and modify it the way you want in these free online editors: change the image, add icons, apply text, and more.

Add a Call-to-Action Button on the Page

There are 5 categories in Facebook, each of which contains one or more buttons (12 variants totally):

Book Service

Contact us

Learn more

Buy or donate

Download an app or a game

Select the variant that matches most promotion strategy (cover including).

For integrating a call-to-action button users must click «Add a Button».

Choose the desired call-to-action button in the pop-up window and specify contacts, including your phone number, e-mail, the company’s website link (whatever you wish).

Previously, you could specify a separate link for mobile phones and for computers. Now this is impossible.

Test the button before providing it to your clients. Hover the mouse over it and navigate «test button». This section also provides you with possibility to edit, delete, and view the statistics of clicks.

Be sure to add an utm-tags into a link to the site. This will allow you to track how many people go to your site and how many registrations you receive from FB via Google Analytics.

Customizing the Page

Navigate to «Settings» to adjust the Facebook page’s settings.

You will see a window with 12 sections:

Page support in box What is the Optimal Settings for a FB Business Page?

Let us consider the most basic settings you may need.

1. General

Page Visibility

By default all created Facebook pages can be seen by all visitors. Keep the business page unpublished unless you set it up completely.

Visitor Posts

You have a right not to publish other users’ posts on your business page. We recommend allowing the posts publication. However, keep the button «Review posts by other people before they are published to the Page» enabled.

Messages

By default, this tab regulates people contacting with you via messages. Being enabled it gives your visitors the possibility to use the «Send message» button, which appears next to the selected call-to-action button. Being disabled it hides it in pair with all posts with this button from your Facebook page.

The information about the period you response the messages also appears on the Facebook page.

You will be capable to send a newsletter to all people ever sent you a message. They will get it in Direct section. It is not necessary to say that the percentage of such messages opening (

70-80%) is higher of those compared with email newsletters viewing.

Similar Page Suggestions

If you enable this option, Facebook will offer your page to people subscribed to similar pages with the same category.

2. Messaging

If you have chosen that visitors could send you messages, feel free to create 3 types of automatic replieson theresponse assistant tab:

You can change and personalize all these messages by auto-substituting your own data, as like name and surname.

3. Edit Page

There is a menu on the left on your Facebook page that you can manage. It allows adding and removing items.

You can manage these items independently or choose one of the templates, which Facebook offers: the company, purchase, platforms, policies, services, restaurants and cafes, the standard.

The templates differ only with the menu itemset that is displayed. We recommend you to configure them by yourself.

To do this click on «Add a Tab» without touching the top switch.

Now you will see the window with the list of additional tabs you can choose:

Events

If you conduct seminars, webinars, sales, etc., then you can create a list of events and to use them to get a sale.

Do not forget specifying a name of the created event, its description, date, price, and a picture.

Here’s how the event is displayed on the «Events» tab on the Facebook page:

Live Videos

If you want to go live on FB, just navigate to «Live Videos» – «Go Live». Only Google Browser gives you a possibility to broadcast from PC.

Notes

You can create the smartly arranged posts using notes section.

You can use it to arrange posts published on your Facebook page, for example.

Services

Creating a service, the information about it appears in the separate section on your Facebook page.

When you click on the «Service» tab the window with it description appears.

An important thing that differs «goods»from«services» is that you can’t use an active link to your website with «services». Even if you add it in the service description, it will be displayed as a regular text.

With this tab you will be able to place your products on the Facebook business page. When adding products, they will be displayed in this tab, as well as in a separate block on your Facebook page.

Clicking on the goods you receive a card that includes a photo, title, price, description, button «Send Message», and a link to the website.

Adding your good to your Facebook page, you will increase your sales and get a new traffic of clients to your website.

Offers

If you conduct promotions, sales or you have a special offer for your audience, be sure to use this functionality.

It allows creating individual advertising post that you can promote.

Look at an example:

The special feature of the «Offer»tab is showing the number of people who have used it at the bottom of the tab.

You do not have to use all of the items on the left menu, especially if you are just creating a Facebook business page. You should first make a Facebook business page completely and then only return to the setting tabs.

4. Post Attribution

When you publish a post, there is always information about its author below (logo and name). Here you can choose which name to display under the posts – whether it will be you (personal account) or your Facebook business page.

If you want your posts being assigned by the name of your business or personal brand, choose the tab «Post as User_Name».

5. Notifications

When something changes on your Facebook page, for example, someone subscribes or comments on your publication, you can receive a notification via messages in Facebook, email or sms.

You can choose on this tab which notifications exactly you desire to receive, otherwise you can turn them off permanently.

6. Page Roles

The person who creates a Facebook page, is assigned the administrator role. He has a total control over the page.

If other people except you will manage the Facebook page, for example, they will post content, you can assign them certain roles:

Live Contributor Each role gives certain privileges. For example, the editor can post and reply the comments, and the advertiser can only advertise, but cannot publish posts.

See the full list of each role and its capabilities:

In no case give the administrator role to other person. In this case the new administrator will have a total control over the page: he or she can even deprive you of the administrator role and delete the Facebook page.

7. Preferred Page Audience

Inthissectionyoucangive Facebook a hint who is your targeted audience and whom your page is intended for.

Here you can specify:

8. Instagram

This tab is easy to comprehend. It allows integrating the Instagram accounts with Facebook business pages. Just enter an Instagram account’s username and password.

For those having no Instagram account, there is a possibility to log in right here.

9. Featured

This option displays the pages that you have ever liked on the special area on the right sidebar of your Facebook page.

How to Include the Page into «Liked» List?

How to Add Owner of the Page?

Today the users may choose whether to specify themselves as a Facebook page owner or not. They can post this information in the «About» section.

Congratulations!

Your Facebook business page is created, but there is still no sense to promote it, as even if someone gets to it he or she would not subscribe to the empty and incomprehensible page.

Add Content to the Page

First we need to add some content that will appeal to your audience.

To post the content on the main Facebook page, click on any tab below:

If you have a content plan already and the content itself, that’s fine. But what if you have no content, no ideas for its writing?

In this case, you can act according to this algorithm:

Like the Page and Invite Friends for Subscribing

If your Facebook page is not published yet, then it’s time to publish it, because now you get your first subscribers.

1. Give Your Page a Like

When you do this your friends will see what Facebook pages are liked by you and some of them may subscribe in case they liked it too.

If you are actively engaged in promoting your personal account, you can get a lot of subscribers.

2. Invite Friends for Subscribing to the FB Business Page

Go to the left sidebar of the main page and find the block «Know friends who might like your Facebook page?». There the friends list will be enumerated with the button «Invite» next to each name. Now just click these buttons and your friends will receive a personal invitation from you.

Congratulations! You now have either Facebook business page or the first subscribers!

Conclusion

You need to make 9 simple steps to create a business page for your company or personal brand in Facebook:

Creating the Facebook business page takes just 15-30 minutes.

Your turn…

You have created a Facebook page to promote your company or personal brand? What challenges have you faced? Have you did it?

Feel free to post you answers in the comments under the article!

Entrepreneur’s guide to using Facebook for business

Every entrepreneur wants greater visibility for their business. One of the best visibility gateways online is social media because it’s free, used by the majority of the population, and relatively easy to use. And Facebook is still by far the most popular (and therefore powerful) social media platform. However, new entrepreneurs are often intimidated to try using Facebook for business.

In this guide, we’ll explain how to use Facebook for business — including how to set up a profile, how to produce and distribute content, and how to support a long-term social media campaign.

Entrepreneur’s guide to using Facebook for business

Here’s exactly what we’re going to cover:

Let’s dive right in.

Is using Facebook for a small business worthwhile?

Let’s start with an explanation of why Facebook for small business is so popular, and why you should be using Facebook to support your company.

First, let’s talk about why social media is valuable. Social media platforms are an easy way to connect with the general public; hypothetically, you can engage with anyone in the world.

You can distribute new content, comment on other posts, share material from others and even pay for advertising — all of which have the power to improve your reputation and make your brand more visible.

On top of that, most social media platforms have at least some free options for business owners.

Social media also has strong synergy with other marketing strategies; it’s the perfect support and distribution system for content marketing and can be used as part of an integrated pay-per-click (PPC) advertising initiative.

Within the realm of social media, Facebook is the most effective and reliable platform, for a few main reasons:

Facebook is widely used

The statistics speak for themselves.

Facebook is engaging

Facebook is also a social media platform that encourages interaction and engagement.

According to one report, 78% of consumers have discovered products for an eventual purchase on Facebook.

Additionally, one in three users is using Facebook to research recommendations for businesses in their communities.

Because it’s a peer-driven network, people browsing Facebook are more likely to trust organic posts and organizations than they would in an ad-saturated environment. They also have more control, using likes, comments and shares to support the content they want.

Facebook is easy to use

Compared to other social media platforms, Facebook is highly intuitive. Even with no technical experience, small business owners can create a business profile from scratch and start to market their businesses.

Facebook helps you analyze your results

Thanks to a series of free, in-depth reporting tools, business owners can measure their results on an ongoing basis, determining which of their posts and marketing strategies are working.

How to set up a Facebook business page

Before you can start using Facebook for business, you need to set up your business profile.

You’ll create a page for your business, not unlike an individual profile page, that contains your company’s basic information.

We’ll dig into strategies like content marketing, Facebook ads, customer service and more in future sections, but for now, let’s focus on setting up your Facebook business page.

The first thing to do for your Facebook strategy is creating and optimizing your Facebook business page. Here’s how.

1. Create your new Facebook business page

If you’re logged into Facebook with an individual profile, you can click Create and click Page to create a new page. If you don’t yet have an individual profile, you’ll need to create one first.

Once you click Create, you’ll be prompted to choose a category for your page; for most readers, this will be Business or Brand.

2. Provide basic details about your business

You’ll be prompted to enter some specific details about your business. For example, you’ll need to provide a Page Name (which should just be the name of your business in most cases). You’ll also need to provide a short Page Category (e.g., “real estate agency”). You’ll also be prompted to provide a street address and phone number. Make sure this information is accurate.

3. Complete the About section

In the About section, you’ll provide a description of your business. What is your business all about? What products or services do you sell? Make sure you include a website URL, so customers can find more details. At this point, you’ll need to verify that you’re authorized to represent the business, and that this is a real establishment.

4. Add a Short Description

Facebook will prompt you to “Add a Short Description.” Provide a sentence or two about the nature of your business — something to tell people what you’re all about at a quick glance.

5. Upload your profile picture

Upload a profile picture that represents your company; this is often a logo or a headshot. Make sure to consult the proper formatting and image dimension requirements before uploading.

6. Modify and add a cover photo

Your cover photo is a background image for your profile. It can add lots of personality to your page, so choose wisely; find image dimensions here and here.

7. Add finishing touches

Fill in the Hours of Operation, Services, and Call-to-Action fields to add the finishing touches to your page.

8. Add the page to your Favorites

Add your new business page to your Favorites so you can access it easily from your home page.

9. Claim any duplicate pages

Facebook may present you with pages it thinks are similar to yours. If there are previous iterations of your business page, or imposters posing as your business, claim these; Facebook wants to eliminate duplicate pages wherever possible.

If you claim them successfully, you’ll be able to merge them into one.

10. Review, polish and publish

Take one last look at all your details to ensure accuracy and consistency. If you’re satisfied, the next step is to publish it!

Click Settings at the top of the page, and from General, click Page Visibility. Then, select Page published, and click Save Changes. You’re all set! Your page is now live.

How to use Facebook to grow your business

So you’ve got a Facebook page set up. Now what?

You can take one or more approaches, depending on your goals. Most brands want some combination of greater brand recognition and visibility, more inbound traffic for their site, and higher overall customer satisfaction.

To achieve that, you’ll need some combination of the following:

Create engaging content

This is the crux of your Facebook marketing strategy, regardless of what your goals are or what other strategies you’re using.

The basic idea is to create posts, comments, discussion threads, videos and other forms of content that appeal to your target demographics. This will help you both attract new followers and keep your current followers and customers loyal to your brand.

Without content, there’s no reason to follow you.

You can create content specifically for Facebook, sharing it on the platform and distributing it to an audience, but you can also create content on your website and share it on Facebook, using it only as a distribution network.

In any case, you’ll need to make sure your content is adequately engaging.

If it appeals to your target demographics and sufficiently differentiates you, it will help you generate new traffic and new followers, while making your existing following more loyal.

Types of content

There are many types of content you could create for Facebook, including:

Photos of your product and services. This is some of the most marketing-heavy content you can create, so be cautious. It’s good to make your products and services known with high-definition photos, but you don’t want to be seen as too salesy or promotional.

Photos of your team. People appreciate brands with a human element. Share photos of your team members, or high-ranking members of your organization to make your brand more relatable.

Events, giveaways and specials. Facebook is great for announcing specials and events; because posts are easily shareable, your fans will be inclined to distribute your announcements to tons of new people. Giveaways and contests are also great for encouraging interactions.

Video content. Short videos get lots of views, and 45% of people watch videos on Facebook or YouTube for more than an hour per week.

Facebook Live content. Live video feeds tend to attract lots of live viewers, which is good for getting attention from potential followers.

Local/community content. Consider posting about local events and community news; it’s great for attracting local followers.

Customer testimonials. Occasionally, feature customer reviews and testimonials — especially if you do a “customer of the week” type entry.

News and media placements. Facebook is the perfect place to start distributing a press release or other piece of media.

User-generated content. Use contests, rewards and other incentives to encourage your followers to create content on your behalf; ask them to take a specific type of photo, or share a personal story relevant to your brand.

What makes content engaging?

Whatever type of content you produce, you need to make sure that content is engaging. It needs to appeal to your audience, grabbing their attention and encouraging them to take some kind of action, whether that’s commenting, sharing or following your page.

So what is it that makes content “engaging” to a Facebook audience?

Variety. First, aim to provide some kind of variety. If you’re constantly posting the same types of content, people are going to tune it out. They don’t want to see a single photo of your core product, from slightly different angles, week after week.

Experiment with different content mediums, cover different topics and post at different times and intervals. Shake things up to keep it from getting stale.

Appropriate frequency. Speaking of timing, you need to post with the appropriate frequency. If you post too frequently, followers will tune you out, and Facebook will be less likely to feature your material in follower news feeds. If you post too rarely, you won’t build up an engaged audience.

Of course, you can stay active in other ways throughout the week, like replying to messages and getting involved in discussions.

Topical relevance. Engaging content should be relevant to your brand, for two big reasons. First, it’s most likely to appeal to the types of people who follow your brand, and second, it avoids brand confusion.

If you’re an auto repair shop posting cute kitten videos, you might attract some fans, but those fans may not realize what your business actually does.

A surprise. Surprising content is memorable, and much more likely to be shared, so if you can include some kind of surprise in your content, do it. A shocking statistic, a twist ending or an unconventional take can really help you.

An emotional component. There’s a reason why clickbait works; it capitalizes on emotions like fear, rage and elation. That’s not to say you should manipulate your audience with misleading titles or emotionally deceitful content, but it doesn’t hurt to have some kind of emotional component in your work.

A practical component. Similarly, engaging content tends to have a practical component, usually in the form of information. If your users are somehow better off after reading this material, it can be said to have practical value. For example, you might teach them how to do something, or tell them to avoid a certain type of mistake.

Try to create and share Facebook content with these principles in mind.

Discussions, comments and engagements

It’s also helpful for your small business to use Facebook to create content through discussions, comments and engagements. Your brand should have an active presence on Facebook, just like you might have as an individual.

There are several approaches you can take here. For example, you can start and participate in engaging discussions.

Let’s say you’ve recently written and shared an article about how emojis are a trend that’s about to die. You could ask your followers what they think and respond to individual points.

Discussions like these are valuable because they get people to participate on your page, and the longer and more in-depth the discussions are, the more likely they are to appear in follower and public news feeds. In this scenario, controversial content is highly beneficial.

You can also get visibility for your brand by commenting on and engaging with content from other pages — particularly those in your industry, even if they’re competitors. You’ll have the benefit of a shared audience, so your insights, comments and “likes” will all have a chance to attract new followers.

Use Facebook ads

Ads are optional but can be highly effective. Each post on Facebook has some level of organic reach; in other words, when you post it, it will naturally work its way into the social feeds of individual users. However, there’s a limit to how much reach an organic post can have, even with a large audience.

Creating and sharing content on Facebook is a great way to cultivate followers organically, but it tends to be a slow and unreliable process. Facebook’s news feed algorithm isn’t exactly friendly to small businesses looking for organic visibility.

For businesses that want more visibility on the social media platform, Facebook offers paid advertising opportunities.

Though obviously more costly than simply developing and sharing content, paid ads have the potential to help you reach new audiences more consistently.

Ultimately, there are two types of paid advertising that Facebook allows businesses to use.

The first is in the form of a “boosted” post; the idea here is to take a traditional Facebook post (like a news update, the announcement of a new product, or a public comment) and circulate it among people who don’t currently follow you. The cost of the boost will depend on who you’re targeting, how many people you want to reach and how long you run the boost. Like all Facebook advertising options, you can set an upper limit for the budget and optimize from there.

The second option is using traditional advertisements. These will appear as “sponsored” items in the margins of a typical user’s news feed. They also give you additional flexibility when it comes to choosing images, aligning content and otherwise formatting the post.

When pursuing advertising, Facebook will prompt you to provide information about your goals and limitations, including your objectives and your budget, and will automatically come up with a distribution campaign based on your chosen criteria.

We will explain how these work in each of several different categories within the Facebook ad network.

Objectives

Facebook encourages advertisers on the platform to choose a core objective, which will then determine what types of ads will work best for you and how they should be distributed. When creating an ad from scratch, you’ll select one of these options from a dropdown menu, and Facebook will automatically choose how to distribute your ad based on this parameter.

Awareness. Awareness ads are all about introducing your brand and making it familiar to audiences who are oblivious to it, or introducing people to a problem they didn’t know they had.

Consideration. Consideration ads are targeted to people who are aware of a problem (or a brand) and who are considering a person. For example, if you own an online shoe store, these ads may circulate among people who have been recently searching for things like “best running shoe” or following running brands.

Conversions. Conversion ads are meant to generate results. Conversions could include direct purchases, clicks, or the provision of contact information; whatever the case, they require that users take action. They also tend to target people late in the buying cycle.

Audience

You’ll also have control over the audience who will see your advertisement.

Custom audiences. When using Facebook for business, you can create “custom audiences” as segments with specific features, so you can use them repetitively in the future. Keep this in mind as you explore the following demographic options available to you.

Locations. You can choose to target people in a certain location, like a city or state. This is especially helpful if you’re running a small business that depends on foot traffic for its revenue.

Ages. You can also target a specific age range, or several age ranges.

Genders. Gender options are fairly straightforward.

Languages. You may not need more than one language option, but those options are available if you want them.

Connections. Display ads to your current audience to reach people who already know you, or exclude them so you reach only new prospects.

Detailed targeting. You can choose to have ads displayed based on more complex variables, like whether or not they’ve engaged with your brand in the past, whether they’ve made prior purchases and their current interests. There’s a lot of room for experimentation with the options available to you.

By combining these variables in different ways, you should be able to find a “perfect” audience segment for your goals.

Setting a budget

Actual ad spend will vary from day to day and from week to week, since it’s unlikely that the perfect combination of ads will come out to an amount that exactly adheres to your budget. Prices for ad placements are determined in a kind of background option, determined by a mix of supply, demand, competition and ad quality—which we’ll touch on next.

Still, this is a useful tool for small businesses using Facebook; you’re in complete control of how much you spend, and Facebook will optimize your ad distribution to make the most of this budget.

Improving ad quality

Small businesses should be aware that Facebook keeps a running measure of your subjective ad quality. Facebook wants businesses to have lots of visibility and revenue potential, but it also needs to make sure its users are seeing relevant, appropriate ads.

Accordingly, businesses and ads with a higher quality score perform better in Facebook’s background auctions. In other words, the higher your ad quality score, the cheaper your ads will be and the easier they will be to distribute.

You can evaluate your ad’s quality by using the quality ranking function in ad relevance diagnostics. If your ads are scoring exceptionally low, Facebook will send you a message.

Facebook doesn’t publish its exact algorithm for determining ad quality, but common sense factors apply. Ads with good content, relevance to an audience and trustworthy messages perform well. Low-quality attributes, bad content, and spammy features tend to decrease your score.

Measurement and analysis

That all sounds great, but how can you be sure that your ads are working?

Through Facebook Ads Manager, you’ll gain access to in-depth metrics about how your ads are performing, including their quality scores, their visibility, their cost for each placement, their impressions and the clicks or conversions they’ve generated.

Make sure you observe and analyze these metrics regularly, and use them to further optimize your campaign. If you know the average value of a lead secured through Facebook, you can even calculate your return on investment (ROI).

Facebook’s advertising network is intuitive to get started with, but the options are limitless.

Accordingly, our guide doesn’t delve into deep topics like ad formats and different types of placement optimization. Make sure to experiment with advanced features as you become more comfortable with the platform.

Use Facebook for social media customer care

Optionally, you could use Facebook as a primary channel for providing customer service. Even if you don’t, you’ll likely have to deal with queries, questions, comments and concerns from customers — and how you handle them will have a massive impact on your brand reputation.

Brands are increasingly turning to Facebook as a primary channel for customer care, using its reach and functionality to address complaints, handle issues and provide information to customers.

There are a few ways you can put this to use.

Addressing inbound requests

First, you can accept and address inbound requests. Whether you mean them to or not, your customers will likely post on your public-facing page to get your attention — such as asking a question about your product, or complaining that they’re unhappy with their experience.

It’s a good idea to respond, no matter what. Otherwise, your page may seem inactive, inconsiderate, or both. However, you’ll have two options for responding:

Public acknowledgment. You could address the customer’s query publicly, in the form of a comment. This is useful if the customer is asking a common question, or if you need to publicly clear up a piece of inaccurate information.

Private messages. You’ll also have the option to answer the customer with a private message, where you’ll have more flexibility out of the public eye. If you do this, other users will get a notification that your page responded privately, so they know you took action.

You can also use both of these approaches. For example, you can publicly respond with something like, “I’m afraid the promotion you’re seeking is no longer available. I’ll send you a private message with more details.”

Messenger and chatbots

Increasingly, businesses are using Facebook’s Messenger app to have conversations with customers. It’s freely accessible to anyone with a Facebook account, and is convenient to use.

Even better, you can use Messenger in combination with a chatbot — which you can develop yourself if you use the right tools. Don’t worry; it’s not complicated.

Depending on the chatbot service you use, you’ll establish a default greeting message and a series of rules for the AI to follow. For example, you might set it up to respond to common queries, like “What are your hours?” or “How much are your services?” It can save you a lot of time if you get significant volumes of inbound Messenger queries.

Utilizing the Unified Inbox

Facebook offers a Unified Inbox, where you can keep track of several things in one place, including customer reviews, follower comments, direct messages, and more — from Facebook, Instagram, and Messenger all at once. As your page grows, this will become increasingly important; it will make it easier to stay on top of all your responsibilities.

Note that in the Unified Inbox, you can also mark each notification as seen or completed, and even delegate tasks to other people on your team.

Of course, your effectiveness in this strategy will depend on your adherence to general best practices for customer service; it’s on you to provide timely, accurate information and try to resolve issues as expediently and considerately as possible.

Measure your performance

How do you know whether your strategy is working or not? You certainly can’t rely on your gut instincts, and surface-level metrics like follower counts won’t be enough to give you the full picture. What are your strengths? What do you need to work on?

We touched on the importance of measuring and analyzing your Facebook ad performance, but you’ll also want to evaluate your organic page performance.

There are a few important areas to consider here.

Facebook Page Insights

Facebook Page Insights is your main hub for evaluating your page’s performance. With it, you’ll be able to review a wide range of different metrics, such as:

Followers. A high follower count is generally a good thing, but don’t let it take precedence. It’s possible to have a valuable page with few followers, and a worthless page with lots of followers. It all depends on what those followers are doing.

Reach/impressions. Reach metrics will show you how many impressions your posts are receiving; ideally, impressions will grow over time.

Actions/engagements. How are followers and newcomers responding to your content? Here, you’ll be able to dissect likes, reactions, comments and shares.

Demographic data. Detailed audience data is Facebook’s specialty, so of course, you’ll be able to break these metrics down by different audience segments and demographics.

Views and on-page behavior. You should also be able to recount page views and how people behave on your page.

The importance of split testing (aka AB Testing)

When creating advertisements and making new posts, one of your best strategies is AB testing. AB testing, or split testing, is producing two very similar pieces (with one or two main differences), distributing them equally, and seeing which one performs better.

Once you gather the metrics, you’ll be able to definitively conclude which ad, or piece of content, was better.

This is fantastic for experimenting, but its true power unfolds when you use it repeatedly; keep AB testing, keeping the strongest contenders, and learning more about which content features work best. Slowly, you’ll accumulate all the best features of all your material, and you’ll be able to consistently produce top-quality work.

Supplementing Facebook data

Facebook provides most of the data you’ll need to evaluate your performance, but it’s also a good idea to supplement that data.

For example, you’ll want to look at your Google Analytics account; with Google Analytics, you’ll be able to take a closer look at the incoming traffic you get from Facebook, specifically.

You can learn how Facebook users behave on your site, including whether they convert and how soon they bounce — and use those metrics to improve your onsite content, change your Facebook demographic targeting, or both.

Calculating your ROI

The ultimate bottom-line performance metric for your Facebook page is your return on investment, or ROI. The basic formula is the amount of revenue you’ve generated for your business, minus your expenses in generating that revenue.

Share your page

Most people won’t discover your page on their own. Instead, you have to make the effort to make your page more visible and more accessible.

With the right strategies, you can introduce your brand to a wide variety of new people — and supercharge your Facebook strategy.

If you’re just starting to use Facebook for small business, your biggest hurdle is going to be building an initial audience. Assuming you’re able to produce and share high-quality, engaging content regularly, your brand should be able to grow your audience over time — but those first several followers can be hard to attract.

Fortunately, there are a few valuable strategies you can use to build that initial base.

Invite friends

You can start by inviting your current Facebook friends to like your page. It’s a tried-and-true method most of us have been on the receiving end of at some point in our Facebook journey.

Click the ellipses (…) underneath your page’s cover photo in the desktop app, then select Invite Friends. From there, you can click Search All Friends to select a list, or enter a specific friend’s name in the search box to call them up.

Click Invite next to any or all of the friends you want to invite. Depending on the nature of your brand and your goals, you may want to invite your entire friends’ list.

You can also import contacts from an email account, and find people based on the email address they’ve used with their Facebook account.

Share on other social media

After creating your page, you can popularize it by sharing it on other social channels that you use.

For example, if you have accounts on Twitter, Pinterest, LinkedIn or similar social platforms, consider sharing it on these platforms. You may also want to make a pitch, incentivizing people to follow; for example, you might offer followers a tease about the type of content you intend to post in the future.

List your page on your own site

Don’t forget to include a link to your Facebook page on your own website. It’s a simple strategy that can result in a much higher follower count, especially if your website gets lots of traffic.

Include it on your Contact page, and make it easy to share your content on Facebook — preferably with a single click.

Have a website from GoDaddy? It’s a snap to connect your site to your Facebook business page.

Other supportive strategies

If your Facebook page’s initial momentum is important to you, you can also support it in a handful of other ways.

For example, you could pay for advertising with another online platform (or a different medium altogether), or you could use print advertising to showcase your new social presence.

Conclusion and next steps

With all the basics in place, you’ll have a strong foundation you can use to grow your Facebook presence — and ultimately get more people to your website.

Here are your top-level steps for how to use Facebook for business:

Even after following these steps, it takes a lot of time and effort to make your Facebook for business campaign successful.

That’s where the pros at GoDaddy Social can help. You’ll get help managing your Facebook account to attract new customers and keep them coming back for more!

This article includes content originally published on the GoDaddy blog by the following authors: Andrea Rowland, Kate Volman and Maxym Martineau.

How to Set-Up a Small Business Facebook Page

Wil Mouradian

If you’re a small business owner, you realize the importance of having a presence online (in fact, that’s probably why you’re reading this article). While maintaining profiles on sites like Yelp and Google My Business is essential for collecting online testimonials, it’s also extremely important to have a Facebook Business page.

Why? Here are a few reasons your business should be on Facebook:

Facebook encourages small business owners to create pages to promote their business and actually has guidelines in place to prevent promoting your business too much on your personal page.

So with this in mind, let’s go over how to set up a Small Business Facebook Page. It shouldn’t take much more than 30 minutes of your time (and no additional cost) to invest in a new online marketing channel.

1) Log into Facebook, or create a personal profile if you don’t have one.

In order to create a Facebook Business Page, you’ll need a personal profile. If you don’t have a personal profile yet, it’s really easy to sign up and create one for free. You can think of your Personal Profile as the way to keep in touch with your friends and family, and your Business Page as the face you put on when you walk into the office to meet with a client. Still confused? Here’s an article about the difference between the two!

2) Click on the pages icon at the top (looks like a flag) and then “Create Page” on the left-hand side of your screen.

Here you have the opportunity to give your page a name, a category and a description. You can populate a couple categories based on your industry. If you begin typing them, suggestions will pop up to help categorize your business. Sometimes these aren’t a perfect fit, but they will help your audience understand which industry you work in.

Fill out a few sentences about yourself (these should speak to your brand and how you want to be known), enter your website, and then you’ll get to pick a URL for your Facebook page. You want this to be easy for both you and your potential clients to remember!

3) Upload a profile photo — AKA your headshot

If you don’t have a professional headshot, one that is flattering and simple will suffice. If you’re uncomfortable with uploading a headshot, or you’re creating a page for a whole business/team, a team photo or logo will do just fine.

4) Set your page to “Favorites” so it’s easy to find

5) Next, you’ll be prompted to select your page audience

Enter your central service area (such as Austin, TX or Ann Arbor, MI), and be sure to leave your page audience to 18 to 65 years old, all genders. You can also select some interests to help target your page a bit, but these are less important because you want to grow your Facebook Business Page organically. When you finish this step, you’ll be taken to your bare bones Facebook Business Page.

6) Add a cover photo

This can be done by clicking the “Edit” button on the cover photo area. Your cover photo could be a listing you’re proud of, your storefront, or your logo — just make sure it’s professional and on brand.

Facebook does have some restrictions on Cover Photos:

7) Add an action button to your page

To include a single-action button on your page for mobile Facebook users, click the “+ Add a Button” button. We recommend using a variation of the “Contact Us” button — with the phone number option activated. This allows people to call you directly from their Facebook app while on their phones. And let’s be honest, who doesn’t want a prospect give them a call?

8) Edit your final details

Click on the “Edit Page Info” Tab on the left-hand navigation bar. This will allow you to populate a bit more information than the initial setup process.

Pro-tip: Pay special attention to Description, Contact, and Hours! You want these things to be 100% accurate.

The Description can be a professional bio or an introduction to your team. Be sure to remember that all of the contact information you provide is public-facing.

Finally, be sure to populate your hours of business. This doesn’t necessarily mean what hours you’re available to take walk-ins, as most people are calling businesses before walking in. This is more your hours of operation overall, or when you are taking calls and emails.

9) Refine your settings

This is an important last step. Click “Settings” on the left hand navigation bar. There are lots of different settings here that are worth looking at, but the most important ones for you to remember are:

10) Share some posts to your Business Page, or make a few original posts

Posts that do well on Facebook engage your audience — uploaded photos and videos, or posts that ask questions of your followers. Photos in particular tend to do really well — these can include listings, business mantras, photos with clients, or photos showcasing your team.

The area to make a new post is at the top of the page — just click “create post” to get started. You can enter text, a photo, or a web address and click on “Post” to post it (don’t click Boost Post unless you already know what that means!).

Here are some best practices to keep in mind when posting to Facebook:

11) Invite your Facebook friends to “Like” your Business Page

This is easy to do! You want your connections to follow your business online, right? Once you’ve posted some content to your page, go to the three dots button, then click on the “Invite Friends” option from the drop-down menu.

You should invite anyone who you want keeping up with your business — including friends and family. This doesn’t force them to get your posts in their feed but allows them to opt in to your online business communications.

12) Keep your page current

Now that you’ve created your business page, keep it updated! If someone stumbles across your page and it isn’t current with recent posts and information, they will likely assume you are out of business. All it takes is logging in once a week to check your notifications, connect with new clients and schedule a post or two.

Wrap-up

And there you have it — everything you need to set up and manage your Facebook Business Page!

If it sounds like more than you’re ready to take on, we’re always here to handle the hard stuff for you. Learn more here.

Download the Email Marketing Roadmap and go in-depth on why email marketing is one of the most cost-effective and high ROI routes in your marketing plan.

How to Create the Ultimate Facebook Business Page

Facebook business pages are a place where you can develop the relationship between your brand and the world at large.

Whether you’re responding to customer feedback, nurturing prospects, sharing content, or simply informing some subset of Facebook’s 2.9 billion users what time your widget shop closes on Tuesday evenings, Pages are one of the most important online properties that you can plant your flag on. They’re a necessary tool for businesses operating in the 21st century.

They also have a boatload of moving parts, which is a nice way of saying that creating a business page can be a major pain in the ass.

See all those blue squares?

Some would call them headaches: I’ll call them opportunities.

Today, we’re going to tackle the challenge of making a great Facebook page for your small business.

Getting started with your Facebook Business Page

Once you’re good and ready, navigate over to Facebook’s “Create a Page” page to get started.

First, you’ll name your page and be prompted through briefly categorizing and describing your page. If you’re having trouble with the “Page Category” field, just choose something that relates to your business in any way; you can edit your selection later.

Once completed, click the blue “Create page” button and you’ll be taken to your brand new empty shell of a Facebook business page.

Templates & tabs: the foundation of your Facebook Business Page

Before we start adding images and writing copy, we’re going to spend some time getting everything juuust right in the with the set up prompts. You’ll see this towards the left of your page.

Congratulations! You’ve officially been transported to Page creation’s most intimidatingly bland page. Despite having the aesthetic appeal of multigrain Cheerios soaking in wood glue, this page is riddled with useful information you’re going to want to check out after you’ve created your page in earnest.

First thing’s first, though: let’s shift your page template to something a bit more business-friendly.

You’ll have tabs where you can add even more to your page to give visitors a full view of your business. Your new tabs will be as follows:

In addition to providing you with a tailored suite of available tabs to help your page visitors, you’re also able add a customizable CTA button to your page.

This Facebook business page button prompts visitors to easily “follow” the page. However, this can be edited at any time.

Eye candy: page profile and cover pictures

Finally! It’s time to add the first bits of flair.

Your cover photo (or video!) is the first thing a page visitor is going to notice. As a result, it needs to serve a purpose. You might share a video of your team members solving a common goal to hammer home the collaborative nature of your workplace (particularly if you plan to use your Facebook page to promote company culture and grow brand awareness).

You can also use the cover photo to advertise an impending event, offer a discount code, or simply convey the benefits of your product or service.

I say that to say this: you need a killer cover photo.

Facebook will encourage you to add a cover photo in the quick set-up prompts on the left, or you can edit your cover photo at any time in the top right.

Profile pictures, on the other hand, are a straight-up brand play. Due to size constraints, you’re better off using your logo than trying to cram something elaborate into a tiny square frame tucked in the top-left corner.

With that, here are some more guidelines and best practices for both profile and cover pictures.

Your Facebook profile picture

Your profile picture only needs two things to be successful: familiarity and scalability.

In truth, most folks won’t even notice that it exists. Their eyes will be drawn to the larger, more dynamic cover picture or down the screen to where pertinent information resides. You shouldn’t attempt to distract with your profile picture. It should be to your page what the hidden arrow is to the FedEx logo: a subtle complement.

On a computer, your profile picture will display at 170×170 pixels; on a smartphone, it’s 128×128. This is why it’s so important to steer clear of text: nobody’s going to be able to read it. Instead, opt for something clean. If you don’t have time to develop something elaborate, that’s totally fine: just use your logo. Heck, that’s what we do:

You should also note that, when you begin to use Facebook ads or engage with page visitors, your profile picture will be shaved down into an even smaller circular image.

If key components of your logo live on the fringes of the frame, consider repositioning the image so that design elements aren’t cast asunder.

Your Facebook cover picture (or video)

This one’s a bit trickier because you’re got so much more space to work with.

If you haven’t already added a cover element to your business page, you should see an expansive grey wasteland atop your content. Click the “Edit” button in the corner of this space to give yourself the option of either adding a photo or a video.

Your cover photo Displays at 820×312 on computers and 640×360 on smartphones. If you want to use a video instead, it must be between 20 and 90 seconds and no smaller than a cover photo.

Regardless of whether you decided to roll with an image or a video, avoid clutter at all costs. Visitors can scroll down your page to find swaths of copy to read. Your cover element should be a brand play, something fun, and evocative, not a how-to guide.

Sometimes, simple is best. Oh, and be sure to switch your cover element out frequently to see how it impacts engagement.

A memorable Facebook page username is essential

Having a username associated with your business page will allows prospects, customers, and total strangers to tag your business in posts and comments. The username is an essential component of establishing and maintaining brand engagement. it’s also, like, the easiest thing to implement.

Now, the obvious play is to use the name of your business as your username.

If someone’s already commandeered your name (you can’t claim a username that someone else is already using), you’re going to have to get a bit creative. Provided you can stick to alphanumeric characters and come up with something that’s at least five characters in length and devoid of bigotry or foul language, you’re good to go.

One suggestion here: If your business is hyper-local or the page you’re creating is for a single location, append a geo-modifier to your username (instead of just “@businessname,” use “@businessnamelocation”). This can help to convey trust and gives you the ability to share the most relevant content.

Add relevant business details to help customers find you

You’ve gussied up your Facebook business page with eye-catching visuals and interactive elements: now it’s time to input some information.

This will open a single, streamlined menu through which you can enter basic information about your business, including:

Upon completion, double-check your business information for accuracy, kick your feet up and crack open a cold one: you’re finally ready to start posting content and promoting your business on Facebook! Just don’t forget to monitor your Facebook Insights so you can cater your content to your audience’s preferences.

Promoting your business on Facebook

While a business page is going to give you the ability to provide general information about your offerings and share new content to existing fans, it isn’t going to function as an explicit lead generation tool without advertising.

We’ve got a wealth of content that can help you get started with Facebook Ads. Now that you’ve got a killer Facebook business page, it’s time to put the platform to use.

Meet The Author

Allen Finn

Allen Finn is the co-founder of Toasted Collective, a cannabis-focused digital agency. Many moons ago, he worked at WordStream, where he reigned as fantasy football champion for some time.

See other posts by Allen Finn

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