Facebook has continued to add features and updates in an effort to be king of the social media hill. And, despite controversy regarding Facebook staff suppressing conservative news content and breaching the location privacy of its users, it remains a major platform with irrefutable influence.
The number of businesses active on Facebook has climbed to about 50 million, meaning that at this point, if your business doesn’t have one, you’re just willfully choosing to miss out on a preferred medium for reaching consumers. Facebook has become a one stop shop: users can get their news, shop, interact with chatbots from their favorite brands, and still keep in touch with friends on the massive social network they’re accustomed to.
How, then, do you as a small (or large) business owner insert yourself into that action and become part of user conversation? With 50 million other business pages on Facebook, how can your business stand out and attract users?
While the mere presence of a business page is a step in the right direction, there are certain things you can do to make it more appealing and, above all, useful for users. The trick is to seamlessly add yourself into their feed of news and posts, so that clicking on your page is as natural as but more appealing than the rest of the feed. But before you can do that, you have to build up your page with the basics. These 6 absolute musts will get you started on producing an awesome Facebook page for your business.
1. Have a recognizable photo. If your company or brand has an easily recognizable logo, that’s exactly what your profile picture should be. It’s helps users quickly identify your brand, and gives a “face” to the Facebook presence they’re interacting with. Take Nike, for example. Would you expect them to have any profile picture other than their iconic logo?
At this point, Nike branding is so effective that nearly anyone on the planet can recognize their logo without seeing the company name. Try and aim for that kind of identification power behind your brand. If consumers associated your brand with a single image or symbol, what would it be? That’s your profile picture.
- Your cover photo is an opportunity for meaning that bolsters that of your brand and profile picture. Think of it as something to communicate the current happenings or themes of your brand. For example, Coke is currently promoting their new bottles and cans that have song titles listed on them, so that’s what their cover photo has a picture supporting:
2. Be thorough in your ‘About’ section. Look in this section of just about any business or organization and you’ll see a few things: a location, hours, a phone number, and a link to the website. It should also include a brief company description, the mission statement or overall objective of your company, and maybe even some core values. This is where you put the background information of your business, so get specific.
3. Link to other apps. This is a great way to maximize your reach and unify your pages across multiple platforms. By visiting the Facebook App Center, you can add links to your profiles on apps like Instagram, Twitter, Pinterest, and more. This is particularly helpful for mobile users, because in just a click they can connect with your brand on their favorite platform. Plus, it keeps the brand accessible and present.
4. Produce visually satisfying content. A big part of creating click-worthy content on Facebook is having significant visual appeal. Your posts should enhance and contribute to the feed of users, while also effectively representing the overall aim of your brand. Patagonia is particularly successful in creating posts with strong visual appeal:
The idea is to share content that adds value to what users are already seeing in a way that emphasizes your brand. As you can see in the above posts from Patagonia’s Facebook page, they offer intriguing snippets of rich content that support their commitment to the wild and beautiful outdoors.
- Two main reasons users unlike a brand are because it shares uninteresting posts and because it shares too many posts. Observing the balance between too few posts and too many is important, but it’s an issue that sorts itself out when the content being produced is of high quality. Do some research about your customers and try and draft a content posting plan that achieves an appropriate balance.
5. Use a call to action button. Facebook offers seven pre made call to action buttons, and there’s no reason not to use them. At the very least, you should have the “Contact” call to action button, so that a user could easily click and call from any device. For retailers, the “Shop Now” call to action button is a great idea, because it simplifies the purchasing process and prompts user to buy.
Having a call to action button front and center will prompt your page visitors to, if nothing else, browse merchandise out of curiosity and potentially make a purchase.
6. Engage with your users. Responding to comments and interacting with users is a really important part of having an effective Facebook business page. Whether it’s a positive interaction or a negative interaction, regular engagement is key to connecting with your audience. Even companies as big as Starbucks manage to regularly engage with their customers:
Every business has its share of fans and trolls, but how you respond to them is what defines your brand. Perhaps more than any other platform, Facebook is where users truly pay attention to comments and feedback made by other users, so be sure to engage with users regularly in a professional manner.