How to start a facebook business account

Реклама бизнеса в Facebook и Instagram: подготовка к запуску с нуля

Эта статья поможет с первого раза запустить рекламу в Фейсбуке и Инстаграме, даже если вы никогда этого не делали.

Юлия Бекетова

Эта статья для тех, кто никогда не запускал рекламу в Фейсбуке и Инстаграме сам и не знает, с чего начать. Мы разбираем весь процесс по шагам: как настроить бизнес-страницу, рекламный аккаунт и найти заинтересованную аудиторию.

Если вы уже запускали рекламу, из статьи не почерпнете ничего нового. Для вас будут другие статьи — о тонкостях рекламы.

Советами поделились эксперты из Aitarget One — сервис помогает бизнесу настраивать рекламу в Facebook, Instagram, VK и Google и официально ее оплачивать.

Шаг 1. Завести бизнес-страницу

Бизнес-страница в Фейсбуке — это профиль вашего бизнеса. Без нее не получится войти в рекламный аккаунт и запустить кампании.

Перед тем как создавать бизнес-страницу, нужно зарегистрировать в Фейсбуке личный профиль. Важно указать настоящее имя, фамилию и личную почту. Если он у вас уже есть, новый создавать не надо. В случае блокировки или потери доступа вы сможете отправить фото паспорта — Facebook убедится, что это вы, и восстановит аккаунт.

Личный профиль есть — теперь нужно создать бизнес-страницу. Для этого в личном профиле нажмите на плюс в верхнем меню и из списка выберите «Страница».

При создании страницы заполните три пункта.

Название бизнес-страницы. Оно должно соответствовать названию компании или сфере деятельности бизнеса.

Можно не указывать юридическое название, главное — дать понять, чем занимается компания. Например, если по документам у вас ООО «Ромашка», а интернет-магазин называется «Папины дочки», то лучше написать «Интернет-магазин детских товаров „Папины дочки“».

Категория бизнеса. Фейсбук предлагает разные категории для понимания, чем занимается компания. Выберите ту, которая подходит вам. Выбор будет больше, если вводить название категории на английском языке.

Описание. Напишите о том, чем занимаетесь и что предлагаете клиенту.

После этого добавьте главное фото страницы, обложку и заполните полезную информацию в настройках: контакты, адрес, зону обслуживания и время работы. Для этого зайдите в «Настройки» → «Информация о странице».

Для рекламы в Instagram зарегистрируйте профиль в этой соцсети, в настройках свяжите его с бизнес-страницей в Фейсбуке. Информация о бизнесе в профиле Instagram появится автоматически.

Шаг 2. Настроить Business Manager

Facebook Business Manager — бесплатный инструмент для управления рекламой в Facebook и Instagram. Проще всего зайти в него по прямой ссылке. Откроется приветственное окно с предложением создать аккаунт — введите название страницы, фамилию, имя и почту, потом подтвердите ее.

После создания аккаунта откроется интерфейс Business Manager, раздел «Настройки компании». Некоторых пользователей Фейсбука перенаправляет в интерфейс Facebook Business Suite — это единая платформа для управления всеми аккаунтами, связанными с Фейсбуком. Если это ваш случай, для входа в Business Manager нужно в меню Business Suite перейти в «Настройки» → «Настройки компании».

Для запуска рекламы нужно обязательно в Business Manager создать рекламный аккаунт и указать способ оплаты. Вот три самых важных шага.

Привязать бизнес-страницу: «Аккаунты» → «Страницы». Если у вас несколько страниц, привязать нужно ту, что связана с рекламируемым продуктом или услугой.

Создать рекламный аккаунт и добавить администратора: «Аккаунты» → «Рекламные аккаунты» → «Создание рекламного аккаунта».

Введите название аккаунта: это может быть название рекламируемого продукта, проекта, номер или любое другое обозначение. Название поможет в будущем сразу найти нужный рекламный аккаунт, если у вас их несколько.

Выберите администраторов — они будут настраивать рекламный аккаунт, добавлять сотрудников и выдавать им доступы. Администраторов может быть несколько: например, если вы самый главный по рекламе, но процессами руководит ваш коллега, можете назначить администратором себя и его.

Выбрать себя администратором система предложит при создании рекламного аккаунта. Чтобы добавить в администраторы коллегу, зайдите в «Пользователи» → «Люди» → «Добавить» → введите почту коллеги и выберите доступ администратора. Ему на почту придет письмо с приглашением, его нужно будет подтвердить.

Добавьте способ оплаты: бизнес-карту, привязанную к расчетному счету бизнеса, или карту физлица. Система автоматически предложит добавить его после создания рекламного аккаунта. Если нет возможности привязать карту сразу, можете позже зайти в «Настройки компании» → «Платежи».

Если захотите отвязать или изменить способ оплаты, зайдите в «Рекламные аккаунты» → «Редактировать» → «Изменить в Ads Manager». Там же можете установить лимиты по затратам на рекламу и смотреть квитанции.

Как бизнесу учесть расходы на рекламу в отчетности

Facebook не выдает закрывающих документов российского образца, только квитанции с информацией о транзакции. Даже если вы привяжете для оплаты бизнес-карту, получить закрывающие документы не получится. Чтобы учесть расходы для уменьшения налога на УСН «Доходы минус расходы» и ОСНО нужны акт и счет-фактура.

Единственный способ получить закрывающие документы — работать через партнеров Facebook. Это компании и агентства, которые агрегируют все ваши рекламные кабинеты и предлагают инструменты для настройки и ведения рекламы.

Например, через некоторых партнеров рекламу можно оплачивать в рублях прямо с расчетного счета и не зависеть от курса валют, а в конце месяца получать закрывающие документы. Такой сервис есть например у официального партнера Фейсбука — Aitarget One.

В Business Manager есть необязательные, но полезные настройки. Например, вы можете добавить в рекламный аккаунт своих сотрудников и отдать им часть задач по ведению бизнес-страницы и рекламы. Для этого зайдите в «Настройки компании» → «Пользователи» → «Люди» → «Добавить» → введите почту сотрудника и выберите доступ «Сотрудник». Дальше система предложит выбрать, чем он может заниматься, например контентом на бизнес-странице, модерацией комментариев или рекламой.

Для безопасности рекламного аккаунта можно настроить двухфакторную аутентификацию: «Настройки компании» → «Центр безопасности». Все администраторы и сотрудники также должны включить ее в настройках личного профиля, иначе зайти в рекламный аккаунт они не смогут.

При каждом новом входе в рекламный аккаунт или входе с другого устройства у всех администраторов или сотрудников система запросит пароль. Это нужно, чтобы при взломе личной страницы мошенники не смогли зайти в ваш рекламный аккаунт и получить доступ к данным, платежным реквизитам.

Шаг 3. Создать пиксель

Пиксель — это код, который устанавливается на ваш сайт и собирает информацию о действиях пользователей. Это могут быть просмотры страниц, нажатия на кнопки, оформление заказа, оплата и другие — такие действия называют событиями пикселя. Грубо говоря, пиксель фиксирует, какие товары люди чаще всего просматривают, кладут в корзину и покупают.

На основе данных пикселя алгоритмы Facebook помогают найти свою аудиторию из миллионов пользователей.

Создание похожих аудиторий lookalike по данным пикселя. Вы можете как бы сказать Facebook: «Подбери мне аудиторию, которая похожа на моих покупателей».

Например, пиксель показывает, что 1000 человек положили одежду класса люкс в корзину у вас на сайте. По этим данным алгоритмы Фейсбука ищут похожих людей: по географии, интересам, возрасту, действиям в интернете и другим характеристикам. Они подбирают для вас аудиторию, которая, скорее всего, кладет в корзину дорогую одежду и аксессуары или товары из других сфер.

Настройка рекламы на поиск людей, которые с большей вероятностью совершат действие на вашем сайте. В настройках рекламной кампании вы говорите Facebook: «Покажи мою рекламу тем людям, которые могут купить мой товар».

Например, пиксель показывает, что 50 человек купили одежду класса люкс у вас на сайте. Вы выбираете цель рекламной кампании — конверсии. Задаете любой подходящий таргетинг по географии, полу, возрасту, интересам, выставляете оптимизацию по событию пикселя «Покупка».

Алгоритм анализирует поведение ваших 50 покупателей и среди всех пользователей Фейсбука ищет тех, кто по поведению в интернете похож на них и может купить у вас на сайте. Например, эти люди покупают часы за 100 000 ₽ или покупают в интернете на 200 000 ₽ в месяц.

Перед тем как начать работу, вам нужно создать пиксель. Для этого перейдите из «Настроек компании» в Events Manager: нажмите на квадратик в правом верхнем углу меню → Events Manager. Потом нажмите на зеленый плюс в меню и следуйте подсказкам.

Перед установкой проверьте, что пикселя Фейсбука еще нет на сайте: несколько пикселей могут искажать статистику. Попросите программиста вручную проверить, есть ли код Facebook между тегами в коде сайта. А можете установить расширение Pixel Helper для Google Chrome: оно покажет все активные пиксели. Если пиксель Facebook уже есть на сайте, рекомендуем использовать его — либо удалить и установить заново.

После этого нужно установить события пикселя на действия: переход в карточки товара, добавление в корзину, оформление заказа, покупку. Это удобно делать с инструментом Event Setup Tool от Фейсбука. Код не нужно устанавливать вручную: вы попадаете на свой сайт в режиме инструмента, кликаете на нужные кнопки или выбираете URL, выбираете действие клиента — код подгружается автоматически.

Для установки событий пикселя через Event Setup Tool зайдите в «Источники данных» → «Настройки» → «Открыть инструмент настройки событий».

После установки пиксель начинает фиксировать посетителей сайта, покупки и переходы на страницы. Дождитесь, когда он соберет не менее 50 конверсий за неделю для оптимизации кампаний и не менее 1000 посетителей для lookalike. Иначе алгоритмам Facebook будет сложнее подобрать для вас аудиторию. Чтобы быстрее собрать аудиторию для lookalike, можете помочь пикселю и добавить данные по клиентам из своей CRM или почтовой рассылки.

Шаг 4. Оформить креативы

Последний этап подготовки — сделать креативы. Их качество влияет на то, сколько у вас будет показов. Вот что важно, чтобы реклама не теряла охваты, нравилась алгоритмам и пользователям Фейсбука:

Есть два классических плейсмента для креативов в Фейсбуке и Инстаграме — лента и сторис. От них зависит, в каком формате делать креативы. Для сторис Instagram это 9×16, для ленты Facebook и Instagram — 1×1 или 4×5.

Лучше сразу делать креатив под формат размещения: так он займет все пространство на экране и не будет обрезаться по краям. Но если вы уже сделали в другом формате, можете отформатировать креатив в настройках рекламной кампании.

Примеры форматов на рекламных баннерах готовых аудиторий от Aitarget One

Чек-лист перед запуском рекламы с нуля

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Academy

The Beginner’s Guide to Facebook Advertising

How to Set Up Your Facebook Business Manager and Facebook Ads Manager Accounts

In this chapter, we will also be covering

By the end of this chapter, you should have everything set up and ready to start making Facebook ads to market your products or services.

Facebook Business Manager: the basics

Business Manager is a tool designed to be your primary hub on Facebook to manage all of your Facebook Pages and ad accounts.

With Business Manager, you can:

To open a Facebook Business Manager account, you first need to sign up for a personal Facebook account.

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After that, fill in the details in the pop-up window and press Submit.

Before you can create a campaign, your Business Manager must manage at least one Facebook Page.

To add a Facebook Page to your Business Manager, go to the Business Manager homepage, click More Tools on the sidebar and select Business Settings.

Click Pages under Accounts, then select Add.

You can pick one of three options:

Pick whichever applies to you and follow the prompts, and your Facebook Page should be added to your Business Manager.

Lastly, you’ll want to create or add a Facebook Ad account that will be associated with your Business Account.

Start at the Business Settings screen of your Business Manager. Click Ad Accounts under the Accounts section of the sidebar.

Click the blue Add button.

From the drop-down menu, you can choose Add an Ad Account (an existing account you’ve already opened), Request Access to an Ad Account or Create a New Ad Account.

Choose the best option for your situation and follow the prompts.

Before we move on from setting up your Business Manager, it’s important to assign roles in your Business Manager account. Users can take on one of two main roles: Admin and Employee.

Here’s a quick overview of these two roles and the permissions they have:

There are also different roles for Facebook ad accounts you can manage and edit in the Business Manager.

With your roles all set up, you’re nearly ready to start advertising.

Set up your billing and payment information

It’s time to add your payment method so you can move forward with creating a Facebook ad campaign.

Head to the Payment Settings page by clicking Ad Account Settings and selecting Payment Settings from the sidebar.

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On this page, you can:

Adding payment options

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As you start advertising more and more, we suggest that you add a secondary payment method. This prevents Facebook from stopping all of your campaigns should your primary card expire, reach the monthly limit or be blocked for whatever other reason.

If you need additional help, here’s a Facebook guide that explains what payment options are available in which countries.

Editing your payment options

If you want to make changes to your Facebook advertising payments, you can do it on the same page by clicking the three dots beside your payment option and selecting Edit.

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If you have entered multiple payment options, you can choose your primary from this screen as well.

You cannot delete your primary source, so you’ll need to make another option for your primary source before removing your current primary payment method.

Understanding billing

Billing on Facebook is determined by how you choose to pay for your ads. The many payment options are divided into two camps:

Manual payments are essentially pay-as-you-go and are relatively easy to understand, as you are billed every day for whatever you spend that day on ads.

Automatic payments are slightly more complicated.

With automatic payments, you can expect a bill from Facebook on two occasions:

If you still have a balance at the end of the month, but your billing threshold has not been met, you will be billed for that amount to clear your balance for the start of the month.

Setting up the account spending limit

You can control your total ad costs by setting an ad account spending limit. Your ads will pause when you reach the limit you’ve set and won’t run again until you increase or remove that limit.

You can add an account spending limit by clicking the 3-dot icon beside Account Spending Limit.

Fill in how much you want your spending limited to and click Save.

Ad account spending limits are especially useful when working with agencies when you want to be sure your consultant or agency won’t be able to spend more than you’ve planned across all of your campaigns. Don’t set it too low, or you’ll have to update it often. Remember that each time the limit is reached, all of your accounts will be paused for at least 15 minutes.

Understand Facebook ad account limits

Whether you like it or not, your Facebook Advertising account will have some limits. It’s better to get to know them from the beginning.

Here are the limits of Facebook Ads Manager:

Once you reach any of these limits, all you’ll have to do is delete old campaigns and their ads to make room for new ones.

Review Your Notification Settings

Facebook notifications are an excellent way to stay in touch with your campaigns. However, they can also flood your inbox quickly, so you may want to change the frequency of email notifications you receive from Facebook to fit your needs.

To edit your notification settings:

Set up your notifications so that you’ll get the most important notifications via email, while the others can just be Facebook notifications that will appear when you log in to your Business Manager. That way, you’ll never miss anything when it comes to your Facebook ads.

Review Your Ad Account Roles

Once you have been creating ads for a while, you may wish to collaborate with another person, such as a freelancer, an ad agency or an employee. This is where roles come into play. If you want to add new users and admins to your Facebook advertising account, navigate to the Ad Accounts tab in the Ad Account Settings page.

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Click Add People, and then fill in the name of the person you want to add and the role they will be assigned.

With your team members all here, you’re set to get started with Facebook ads.

You’re ready to go!

Your Facebook ad account is finally ready and waiting for you to set up those first campaigns!

Proceed to Chapter 2 to learn how to set up your first Facebook advertising campaign in the Facebook Ads Manager.

How to Create a Facebook Business Page in Less Than 15 Minutes- for Free

As a business, the most crucial aspect is to adapt to the target market, whether it is understanding the needs of consumers or their habits and preferences. Current trends show that consumers across the globe are gradually shifting to online purchasing, from visiting brick-and-mortar stores.

Therefore, if you’re thinking of expanding your business without having to spend a fortune on advertisement techniques such as OOH media, social media marketing platforms such as Facebook are the most suitable mediums.

With the help of a Facebook Business account, you can make your brand visible, generate leads, understand consumers’ needs, and much more.

Table of Contents

What’s a Facebook Business Page?

A Facebook page for business is a medium that helps you enhance your brand’s presence and ensure that the right target audience gets to see what your business has to offer. The Facebook Business account acts as a meeting point for brands and the Facebook consumer base.

The page provides various features that enhance the user experience, visibility, and engagement by allowing businesses to advertise their products and services. These features include sharing media content such as posts, videos, infographics. It also provides a marketplace with the help of which, consumers can buy products through the page itself.

How to Create Facebook Online Business Page in 11 Simple Steps

With the ever-increasing user base of Facebook, businesses are increasing their audience reach by employing various methods for marketing. However, the initial step to making your brands visible to the Facebook audience is to create a Facebook Page for Business.

The best part about this is that you get to create Facebook business page free of charge.

You can create Facebook business page just like the personal profile on Facebook, and all it takes is about 15 minutes.

Given below are 11 simple steps that you can follow to create a business page on Facebook.

Step 1: If You Want to Create a Facebook Business Account – Sign Up

In many cases, users don’t want to merge business with their personal lives; the same goes for Facebook accounts. If you don’t want to use the personal ‘Facebook profile to page creation technique,’ or you don’t have a personal Facebook account, you can sign-up for a new account by providing your credentials.

Step 2: If You Wish to use a previous Account- Create a Business Facebook Page with Your Account

Visit facebook.com/business/pages and click on the blue ‘Create a Page’ button situated on the left-hand side of the screen. If you want more insights about how it works, you can additionally browse other options located on the top of the page. Once you are ready to go ahead, make a Facebook business page by clicking on the ‘Create as Page’ button.

Step 3: Get Started with Your Business or Brand

When you are done with logging in to your account. click on ‘Getting Started’ on the Business or brand section. It is advisable not to choose the second option, which is Community or ‘Public Figure’ as its features have been configured for that section, categorically.

Step 4: Enter Your Company Details on the ‘Business or Brand Section’

Enter your Page Name and the Category in which your business falls. Once you select the industry that your business falls into, Facebook will automatically show you the options to make things easier for you. For instance, if your business is related to Information technology, by merely typing Information, Facebook will provide options related to ‘Information.’

Step 5: Add Profile Picture

A brand is recognized by its logo. People on Facebook will be able to identify your page by your company’s logo on the profile picture. Hence, putting a profile picture is the first step to make your brand visible. Make sure that the logo is appropriately visible and isn’t cropped in the profile picture.

Step 6: Add a Cover Photo

It is recommended that you put up a cover photo on your Facebook page for business. A cover photo provides an enhanced user experience to the users who visit your profile. Moreover, you can display information about the latest offers and discounts by uploading creative images as your cover photo.

The ideal dimensions of the Facebook cover photo are 400 pixels × 150 pixels.

Step 7: Set Automatic Messages

Once you have created your Business Facebook page, you will be able to see an option to set automated replies for the people who like your posts or the page. It is recommended that you make use of this feature by creating a default reply, informing visitors about your company, and proving a C2A by liking your page.

Step 8: Add Necessary Business Details

On the panel situated at the left-hand side, select the ‘About’ option. Then put all the information related to your business, such as a short bio explaining what the company does, your mission, website, working hours, contact details, etc. By doing so, you will help users know your business better and contact you for their requirements.

For many users, your Facebook might be the initial point of information. Hence, providing thorough information about your business will help potential customers know your brand, products, and services in a better manner.

Step 9: Set the Page Preferences

Set the preferences of your business page by clicking on the ‘more’ tab situated on the second column at the top of your business page. In this section, you can edit, update, and customise settings based on the type of business.

Step 10: Invite friends to Like Your Business Page

Once the page has been set up, you need people to know about it by improving visibility. Click on the ‘Invite Friends’ situated on the right-hand side of the homepage. Then add people from your friend-list so that they can like your page and share it with their contacts. This will enhance your page visibility.

Step 11: Add a button

Situated on the top-right side of your homepage, click the ‘Add a button’ that would boost your business, by providing a direct call-to-action option. Select the option that suits your requirements, among the choices such as ‘Make a booking with you,’ ‘Contact you,’ ‘learn more about your business,’ ‘Shop with you,’ and ‘Download your app or play your game’.

Tips to Optimise Your Facebook Business Page for Higher Conversion

The trick to making the full use of the features provided by Business Facebook Page, is by optimising your Facebook business resources to make it stand out. Here are some ways you can optimise your FB business account to make it visible:

Step 1: In order to create a good first impression on visitors it is advisable to choose a profound page title that resonates with the audience.

Step 2: Next is to provide a comprehensive description regarding your business in the ‘Description’ field in the ‘About’ section.

Step 3: For the long description, you can get into the nuances such as the vision, USP, and conception.

Step 4: The next step is to fill in the ‘Mission’ section in the ‘About’ section.

Step 5: The most effective way to optimise your Facebook business resources is to set up Facebook business manager. Facebook business manager helps users to manage multiple Facebook small business accounts, efficiently. Here is how to set up a Facebook account manager:

Now that you overcame the hurdle of how-to-setup-a-Facebook-manager, you can optimize your page with the interactive tools provided by the manager, such as managing ads and much more. The best part is that creating the Facebook business manager is completely free!

Already Created Facebook Business Account? How to Acquire First 100 Followers

Once you have created a Facebook business account, it is essential to make your page visible and gain followers. Here are some small yet useful tips to acquire first the 100 followers (or more):

Tip #1
As mentioned in the steps, you can start by inviting people from your friend-list to follow your page.
Tip #2
Next is to ask them to share the posts by your FB business page. Once people come to see your posts on the wall of your friends, they will come to your page, and if they are interested, they will follow you.
Tip #3
Eye-catching content will garner more audience, hence try to make your posts interesting
Tip #4
Invest in Facebook ads. You can customize your ad settings so that it reaches only people who are interested in something that your company has to offer. You can also customise to show your ads to users living in a particular area, age, and language by setting filters.
Tip #5
Once your ad is live, if the content is relatable and interesting, people will react to it. You can send them automated notifications, asking them to like their page. This way, you will be able to gain much more than 100 followers in a short period of time.

FAQs

Creating a Facebook page without a personal account is not possible. There are be few articles available on the Internet, who will provide unethical methods such as creating a fake account. It is, however, not advised as your account might come under scrutiny and hamper the progress you have made with the help of your Facebook online business page.

Creating a Business Facebook Page doesn’t cost anything. It provides a free platform for businesses for building brand awareness. However, if you want to advertise your ad so that it reaches the right audience, you may put in a sum, depending upon your requirements.

Facebook suggests that if the category of a Facebook page for business is categorized as an organisation or business, the page can be entitled to receive a grey verification badge. In order to apply for the badge for your Facebook business account, there are specific criteria that Facebook has set.
This includes putting a profile picture, a cover photo, an official phone number, or a document that certifies your business. You also need a Facebook Business Page Manager in order to put a request for your Facebook online Business account verification.

Here are the steps you need to follow to verify your business:

a) Go the to Security Centre on your Business manager.
b) In the Security Centre, you will see your business verification status.
c) There might be a possibility that you need to start the process verification on the dashboard if the manager requires an App Review.
d) If it has already been resolved, you can go to the Security Centre and Click on ‘Start Verification.’
e) Next, enter the necessary business details such as business name.
f) Select your business industry.
g) Confirm your business by providing your phone number and then click on ‘Next.’
h) Enter the verification code that you receive on your mobile phone as a text message or a phone call.
i) Finally, click on ‘Submit.’

Once you submit the request, Facebook will analyse your account and provide the grey tick. If there are any discrepancies with the details you provide, Facebook will intimate you about it.

If your business page meets all the necessary requirements set by Facebook, you have already completed the first part. Here are some tricks you can implement to get more likes on your Facebook Business Page:

a) Your page needs to create a unique user experience for visitors; hence, posts and videos that attract their attention. If they find your content relatable and exciting, there is a good chance that they will follow your page and like your posts, some, on a regular basis.

b) With the help of sponsored ads, you can customise your audience who might be interested in your products and services. Facebook will show your ad to a specific category of audience with set parameters such as location, interests, gender, age, and language. You can also use sponsored posts to steer the people who have liked your posts to like your page.

c) Facebook campaigns are a planned way of increasing likes organically. A considerable amount of Facebook campaigns are centered around a festival and trending topics and current affairs. The more trending, relevant, and witty posts you provide, the more people will engage. Posts that provide call-to-action and evoke reactions help in garnering more traffic and likes.

d) Lucrative online contests are useful tools to attract the attention of relevant audiences. Everyone likes to win prizes, especially when there is nothing at stake. Content like quizzes and activities helps in bringing more traffic than usual posts. Exciting online offers and discounts are an established technique to get people to come to your page and like it.

You can grow your small business with the help of your Facebook online business page if you employ the right techniques and use Facebook business resources. Here are some tips by Facebook business on how to make the most out of your Facebook business page by using the weekly growth technique:

Week 1:
In the first week, you need to choose the approach that you deem fit for the growth of your business. The approach could be building brand awareness, attracting a relevant audience, or driving conversion depending on where your business stands.

Week 2:
Spend this week in studying and researching about what other business pages related to your industry are doing that are providing them a good number of audience and visibility.

Week 3:
The third week is for your strategising and research to be put into action. Create standalone ads using the information that you have gathered along with attractive images, videos, and content to attract the attention of your target audience. Alternatively, you can use ad sets or campaigns with a series of ads to tell your story and engage a large group of people to come to your FB business page and website.

Week 4:
Monitor and analyse the impact of your ad campaign with the help of Facebook Business Manager and Ads Reporting tool. With the help of this, you will understand the performance of your technique and sort out what worked and what did not.

Use the techniques that worked, for future campaigns and see your brand building up.

It is a gradual process, but with the help of these steps along with persistence, you can make your business grow.

How to build a Facebook business Page that attracts customers

Published on January 13, 2020

Reading time 12 minutes

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Don’t let anyone tell you that your Facebook business Page doesn’t matter anymore.

Sure, organic reach might be down for many businesses on Facebook.

But as noted in our recent guide to Facebook Group marketing, overall engagement on the platform is actually up.

Meanwhile, the majority of consumers today turn to social media to research products and services. Since Facebook is still the most active social network, it’s a prime place to build your presence.

And if you’re serving local customers, a Facebook business Page is an absolute must-have.

Think of your Facebook presence as your business’ central hub away from your website, allowing you to do the following:

Curious how to do all of the above? We’ve got you covered!

Manage your Facebook presence with Sprout Social

Sprout makes it easy to plan, schedule, post and track your Facebook content.

View comments on organic and paid content alike from our Smart Inbox, and tap into our team collaboration features to manage busy pages.

Start your free trial today and find out how Sprout can enhance your Facebook efforts.

How to create the perfect Facebook business Page step-by-step

Although it may be pretty simple to create a Facebook business Page, optimizing your Page for engagement requires some attention to detail.

And yes, the process has changed a bit if you’ve been away from the platform for the past couple of years.

In this guide, we’ve broken down everything you need to know to optimize your business’ presence.

Step #1: Create your Facebook Page and choose a category

First thing’s first: head to Facebook’s “Create a Page” site.

No surprises here. Assuming you’re putting together a Page for your business (think: not a community or influencer Page), select “Business or Brand” on the left.

You’ll then be prompted to choose a category for your business. There are tons of options here: simply select whichever category aligns closest with what your business.

When in doubt, you can always go with a more general category such as “Brand” or “E-commerce.”

Upon selecting a category, you’ll be asked to enter an address. Don’t panic if you’re not a local business: you have the option to hide your address if you don’t want it displayed to the public.

Once you’ve entered your address, you’re ready to start building your Page.

Step #2: Put together your profile imagery

After your Page is officially created, the first thing you’re asked to do is select an appropriate profile and cover image.

This is a big step. Your profile imagery is easily one of the most important aspects of your Facebook business Page.

Consider that your Page and cover images are likely the first elements of your profile that someone will when they land on it.

As highlighted by our social media image sizing guide, Facebook profile pictures are sized at 180×180 pixels.

Translation? Pretty small. You’re going to need to make sure your photos are sleek, high res and not too “busy.” Minimalist logos are popular on Facebook, for example.

If you decide to use text, make sure that your fonts choices are clearly legible and don’t display too many colors. Keep it simple.

At 820×312 pixels on desktop, your Facebook cover gives you some room to get creative.

You might notice many businesses simply post a high-res photo of their team or storefront. This is fine, but note that your cover photo is valuable, must-see real estate for your visitors.

So take advantage of it!

For example, businesses can use their covers to show off company slogans or banners that give their Pages a bit of personality.

Meanwhile, some businesses use the space to highlight promotions, hashtags or products.

If you don’t already have photos in mind, use a tool like Canva for inspiration. Their library has a ton of pre-sized Facebook cover photos and other social media images you can edit yourself.

Here’s an example of some profile imagery whipped up in Canva.

Nice, right? Taking the time to experiment with and optimize your profile imagery is worth it to make your Page feel professional.

Step #3: Pick your @username and URL

As a quick side note, take the time to pick out an appropriate URL and @username for your Facebook business Page.

This might seem like a small detail, but note that Facebook does not want you to change your URL more than necessary.

Generally speaking, use your business’ name (granted it’s not too wordy) or a URL that matches the rest of your social @handles. Conventional wisdom tells us that shorter URLs are ideal and typically easier to remember.

If your business’ name is taken, consider you can tack on a term related to your product or industry (@giordanospizza), a business-related suffix (@foxtailcoffeeco) or a location-specific term (@euclidrecordsNOLA).

In the case that Facebook doesn’t automatically prompt you to change your Page URL, you can do so by going to the “About” section of your profile.

Step #4: Pick an appropriate Page template and Tabs

Once the basics of your Facebook business Page are done, select “Edit Page Info” or “Settings.”

To the left, you’ll see the “Templates and Tabs” feature. This allows you to customize which tabs appear on the sidebar of your Page (“Reviews,” “Offers,” and so on).

Templates are available for a variety of categories such as shops, restaurants and service businesses. These templates automatically populate tabs based on what makes sense for these types of brands.

Of course, you’re allowed to customize your Templates by adding or removing tabs beyond the default ones.

There is no “right” answer on what tabs you should enable, but stick to the principle of “less is more.” Too many tabs are overwhelming to visitors and likewise makes your profile look incomplete if you aren’t actually using them. Hint: don’t use the “Instagram” tab if you don’t have an Instagram for your business.

Later in the guide, we’ll talk about some important tabs that we recommend for the sake of engagement and discoverability for your business.

But first, let’s build out your “About” section.

Step #5: Fully fill out your business’ key details

Selecting “Edit Page Info” again, make a point to fill out as much information and go into as much detail as possible.

Details such as your contact information (email, phone number), hours and location are make-or-break for determining whether or not someone can actually reach your business via Facebook.

Double-check that this information is accurate and up-to-date. For example, make sure that your Google Maps listing works and that your page actually links out to your website.

Another key piece of your “About” tab is the summary under “More Info.” Here’s your space to highlight your company’s unique story, personality and relevant products or services that you offer.

Imagine that somebody’s learning about your business for the very first time: what would you want them to know about you? This isn’t a place to stuff keywords but rather summarize what you’re all about.

Step #6: Choose an appropriate call-to-action

Perhaps one of the smartest ways to use your Facebook business Page is as a means to funnel traffic to your website.

Facebook makes it easy to drive traffic to your website through a call-to-action button. You can find this feature under your cover photo.

Although you can’t fully customize your call-to-action phrases, you do have the option to link your CTA button with your appointment-setting software or e-commerce platform. You can also just use the button to send traffic to a specific website or landing page.

Front-and-center (especially via mobile), your call-to-action button is a crucial piece of your Facebook business Page if your end-goal is more traffic or bookings.

Step #7: Enable the “Services” tab and fill out your details (recommended)

This step might not be possible depending on which type of business you run, but we highly recommend it.

In short, the “Services” tab allows you to highlight your business’ specific offerings in detail.

For example, an orthodontist might talk about Invisalign consultations on their Services page or an optometrist might talk about Lasik.

This is an opportunity to show off your expertise and likewise inform visitors more about your business. As an added bonus, it also represents a subtle SEO opportunity that can actually help your Facebook page rank for relevant keywords in Google.

Of course, don’t use this space to spam. Instead, use it as intended to make your Facebook business Page even more comprehensive.

Step #8: Make sure that your Messenger makes sense

Now, go to “Settings” and select “Messaging.”

Here you’re able to customize your Facebook Messenger with auto-replies, away messages and other greetings to ensure that visitors get the information they need when they try to get in touch.

Again, there is no correct way to approach Messenger. Assuming you’re a solo or small business, make it a point to try to respond to customers in real-time but also consider setting up an FAQ to handle simple questions you can elaborate on later.

Given the importance and growth of social customer care, you can’t afford to ignore Messenger. It may take some experimenting to figure out what to include in your replies but doing so can ultimately help you retain more customers.

Step #9: Enable customer reviews (recommended)

If you’re a brick-and-mortar business, we highly recommend setting up reviews for your Facebook business Page.

This is a brilliant way to curate social proof and positive comments. Likewise, reviews automatically populate on your Page and showcase what your customers like about your business.

Of course, this also opens up the responsibility of moderating reviews and having a strategy for managing them.

You may wonder whether it’s worth the potential headache to deal with spam and trolls. And rightfully so.

That said, keep in mind that Facebook star-ratings actually show up within both Facebook and Google searches. Having good feedback on display may very well set you apart from your competition when prospects are looking you up.

With these steps knocked out and after posting some introductory content, such as team and product photos, your company’s Facebook Page is just about ready for business.

But we’re not done yet. Now it’s time to iron your content and engagement strategy.

Facebook business Page tips to promote your page organically

Getting your Facebook Page off the ground can be daunting.

Beyond friends and colleagues, how do you grow your follower count without solely relying on ads?

Below is a straightforward strategy to help build your audience and optimize your Facebook presence over time.

Set specific goals for your Facebook audience

Simply put, growing your Facebook Page audience requires goal-setting.

While it only takes a second to Like a Page, getting people to trust your brand is a whole other story. That’s why you need to have goals in place to build your audience.

We don’t mean hitting an arbitrary follower count either. A small Facebook audience that’s highly engaged is much more valuable than thousands of followers who never show up.

Start with thinking about the purpose of your Facebook page and who your target audience is. Are you looking to support a community of current customers? What about attracting new ones?

Here are some of the most common goals we’re seeing among marketers today.

These goals will ultimately inform everything from the resources you put behind your Facebook business Page to your overall content strategies.

For some brands, a quick daily check-in might be enough. For others, it might require more legwork.

Chances are there are plenty of Facebook business Pages you regularly engage with yourself.

What made you a fan in the first place? How often do they post and what keeps you coming back to their Pages? After considering these points and looking at competitors in your space, you can start developing your content strategy.

Creating a winning Facebook content strategy

Given what we know about the Facebook algorithm, brands must be cautious of being over-promotional. On the flip side, simply not posting obviously isn’t an option.

Based on our research on the best times to post on social media, most brands post at least a few times per week.

To help you fill up your content calendar and brainstorm ideas, let’s look at some examples of Facebook content that typically drive engagement.

Facebook contests and giveaways

It’s well-documented that Facebook contests are prime for building brand awareness and engaging customers. Although you can’t run them around the clock, giveaways and contests can help spike engagement and introduce your business to new fans.

Video updates

Facebook has been pushing its native video platform pretty hard since the previous algorithm updates. Maybe that’s because video content is handily among the most-shared across social.

Whether through long-form or bite-sized social media videos, all you need is a smartphone to get on board.

Pro tip: if possible, brainstorm potential ideas for Live videos that send notifications to your followers and drive immediate engagement.

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Question-based posts

Your Facebook business Page represents a place to build a sense of community. That means picking the brains of your followers by going back-and-forth with them.

Captions focused on questions serve as a natural call-and-response for your followers. Never shy away from an opportunity to let your followers sound off or engage in a friendly debate.

Photos

As a rule of thumb, Facebook prefers photo-based posts versus text ones or links that take users off-site.

From customer photos to snapshots and memes, strive to couple your posts with some sort of unique imagery.

Also, note that Facebook allows for easy cross-posting from Instagram if you have a business Instagram account to link. Tools such as a Sprout Social also make it easy to gather your social assets such as photos and publish them across multiple accounts with unique captions.

Facebook Stories

Although Instagram Stories are very popular, bear in mind that Facebook Stories currently boast approximately 500 million daily active users.

Stories-based content is a fun way to encourage followers to see your day-to-day happenings without worrying about spamming their feeds.

And of course, figuring out what works and what doesn’t over time is a matter of trial and error. After experimenting with various types of content, tools such as Sprout’s Facebook analytics can give you insight on what’s moving the needle in terms of reactions, engagements and new followers.

The importance of engaging with your audience

It’s important to realize that your Facebook page is not something that you can “set and forget.”

For example, billions of messages are sent to businesses via Facebook Messenger every month. Failing to respond to customers, especially in a timely manner, could result in lost sales or followers.

So you have to be present on social media and be ready and willing to engage. This doesn’t mean you have to answer every single question posted to your timeline or in your inbox immediately. It does mean you need to keep a close eye on notifications and conversations.

Luckily, Sprout has in-depth social media engagement tools to track, monitor and help you engage with your audience.

Don’t let important messages slip by you and run the risk of losing business. Actively engage with your audience even if they’re not reaching out to you.

Reality: when you start your Facebook business Page, it might be quiet for a few weeks. However, you can find people talking about your brand or your industry. Get involved with discussions and be active in your industry. Customers will see and respect that effort from your brand.

How to measure the success of your Facebook business page

After you fully set up your Facebook business Page and create engaging content, you might wonder how your efforts have paid off.

Again, it’s all about your analytics.

By using Facebook analytics tools, you can measure the effectiveness of your content, engagement and how many followers you’ve gained over time.

Measuring your Facebook is critical to know what works and what doesn’t.

It’s not as simple as seeing 10 more Likes on a post versus another piece of content. Instead, you have to dive deeper into your Facebook analytics. With Sprout, you dig into metrics such as:

While this is just a sample of the metrics you can measure with Sprout, having this data allows you to reconfigure and structure your Facebook marketing strategy.

It all starts with the building blocks of a Facebook business Page and having the analytics to back up your decision-making.

And with that, we wrap up our guide!

Ready to start promoting your Facebook business page?

Creating a Facebook Page from scratch requires some effort, but it’s totally worth it for the sake of engaging your audience on social’s most active platforms.

With the tips and strategy outlined above, you have everything you need to get started on Facebook as a business.

And with the help of tools like Sprout, you can more easily manage and track your efforts every step of the way.

Бизнес-аккаунт в Фейсбук

7 минут Автор: 404

Любой компании или бренду выгодно создать бизнес-аккаунт в Фейсбук. Данная социальная сеть имеет огромную аудиторию, большая часть которой совершеннолетняя. Поэтому с ее помощью можно развивать свой бизнес, привлекая новых клиентов, партнеров и инвесторов.

Какие возможности открывает бизнес-страница в Facebook

Процедура регистрации бизнес-аккаунта в Фейсбук занимает не больше часа. При этом создание такой страницы открывает перед компанией огромные возможности:

Создание страницы

Чтобы зарегистрировать бизнес-страницу, необходимо пройти несколько последовательных этапов.

Создание профиля

Чтобы создать бизнес-страницу, необходимо иметь в Фейсбуке зарегистрированный личный аккаунт. После авторизации на верхней панели инструментов необходимо выбрать «Создать».

Facebook предложит пользователю выбрать, какой тип страницы он хочет создать – «Компания или бренд», «Сообщество или публичная личность». Между ними имеются некоторые различия:

Если компания приходит в социальную сеть с целью привлечь новых клиентов или популяризировать свой бренд, лучше выбрать первый вариант бизнес-страницы. Если аккаунт создается, чтобы собирать подписчиков и общаться с ними, следует нажимать на второе предложение.

Название

При создании странички следует придумать для нее название, которое будет раскрывать всю суть компании. Оно должно быть кратким, четким и легко запоминающимся. Названия могут кратко описывать сферу деятельности фирмы.

Категория

Среди предложенных Facebook категорий нужно выбрать ту, которая максимально соответствует компании. Она будет отображаться под названием страницы. Это поможет клиентам сориентироваться при поиске компаний определенного типа.

Оформление

Для оформления странички необходимы фото профиля и обложка. В качестве аватара желательно использовать логотип фирмы или фотографию человека (когда это уместно). Обложка должна отображать сферу деятельности фирмы или конкретной личности.

Создание имени пользователя

Под именем пользователя подразумевается URL-адрес страницы. Оно должно полностью отображать суть страницы и легко запоминаться. Имя пользователя указывается после значка @. Оно может содержать латинские буквы, цифры, точки. Использовать заглавные буквы запрещается. Длина имени – до 50 символов. Заканчивать или начинать точкой также нельзя.

Информация о фирме

Чтобы завоевать доверие клиентов, рекомендуется указать максимальное количество информации:

Добавление кнопки

На страничку фирмы в Facebook разрешается добавить специальную кнопку. С ее помощью можно побудить посетителей профиля к определенному действию – перейти на сайт или зарегистрироваться. Чтобы получить кнопку на странице, сделайте следующее:

Настройка профиля

Если удалось создать бизнес-аккаунт, следует в него войти и выполнить некоторые настройки.

Общие

Среди большого количества пунктов самыми важными считаются:

Обмен сообщениями

Переключитесь на указанный раздел, чтобы настроить параметры автоответчика. Пользователи часто задают однотипные вопросы. Правильная настройка опции позволит администратору сэкономить много времени.

Информация о странице

В данном разделе можно редактировать всю ранее указанную информацию о бизнес-профиле.

Шаблоны и вкладки

Раздел содержит набор типовых шаблонов, которые облегчат управление страницей. Некоторые из них:

От выбора шаблона зависит функционал созданного бизнес-профиля. Facebook предоставляет пользователям подсказки, чтобы облегчить выбор.

Роли страницы

Стандартно администрированием бизнес-страницы занимается ее создатель. Но после заполнения раздела «Роли» он может передать это право другим людям (полностью или частично).

Facebook предполагает наличие следующих ролей:

Как удалить бизнес-аккаунт в Фейсбуке

Чтобы удалить бизнес-аккаунт в Фейсбуке, необходимо придерживаться следующей инструкции:

При удалении страницы рекомендуется поставить галочку в пункте «Отменить публикацию». В результате бизнес-аккаунт больше не будет отображаться в результатах поиска.

В Facebook существует очередь на удаление странички. Поэтому этот процесс не происходит мгновенно. Профиль в социальной сети полностью исчезает спустя 14 дней после отправки запроса. На протяжении этого периода пользователь может передумать и отменить действие. По истечению 14 дней страничка удаляется с сервера и не подлежит восстановлению.

Как создать аккаунт бизнес-менеджер в Фейсбук

Business Manager – это специальный инструмент в Facebook. Он необходим для управления страницами в социальных сетях, рекламными аккаунтами и другими ресурсами. К Личному кабинету менеджера можно привязать все свои приложения. При этом доступ к инструменту получают много людей. Создатель ЛК может настроить уровень доступа каждого сотрудника, что оптимизирует работу всей команды.

Для создания бизнес-менеджера воспользуйтесь следующей инструкцией:

Совет

Владельцы бизнес-аккаунтов в Facebook часто жалуются на то, то их заблокировали. Это может случиться по ошибке или по причине нарушения правил работы в социальной сети. В каждом случае нужно действовать по своей схеме:

Частые вопросы

Как отвязать бизнес-аккаунт от своей личной страницы в Фейсбуке?

По умолчанию после создания бизнес-аккаунта вы становитесь администратором. При настройке профиля перейдите в раздел «Роли», где можно передать это право другому человеку.

Сколько бизнес-аккаунтов можно создать с одного профиля?

Социальная сеть ограничивает пользователей относительно создания личного профиля (один человек – один аккаунт). Но для бизнес-страниц таких ограничений нет.