The Ultimate Guide For Creating a Facebook Business Page
Learn to optimize your business online with a Facebook business Page.
Your business needs to be on Facebook. Period.
With the rise of social media, your business is given several opportunities to engage your target audience by leveraging social media marketing. What better way to start than with marketing your small business on Facebook!
Over the years, Facebook, the mammoth social media platform, made an initiative that provides businesses and enterprises with marketing opportunities. With a Facebook Page, your business can go a long way.
Essentially, this guide will get you acquainted with Facebook for businesses and how you can utilize its features to market your page, one step at a time. By the end of the guide you’ll be able create a Facebook Page, learn how to build a following, create and target your ads, and build your own expertise in marketing your business on Facebook.
So, let’s get started!
Facebook for Businesses
Facebook is an online social media networking service based in California in 2004. It began as an exclusive platform for Harvard students to socialize, but saw exponential growth once it was opened up to the rest of the world. Eventually, the tremendous user base was accounted for and businesses were given a marketing space inside the website. Currently, Facebook has a humongous active user base of two billion users, and an average user spends 50 minutes per day on Facebook. Given the numbers, Facebook can help you drive your business growth by merely starting with a Facebook Page.
Here are some ways your business will benefit from getting onboard Facebook:
- Social Media is here to stay, and Facebook is the largest player of them all. It currently has a whopping number of two billion active users. The mammoth user base will give you a clear pathway to find your potential customers and engage with them.
- It helps you keep up with your competition. By the looks of social media statistics, your competitors are already on Facebook. Creating a Facebook Page can keep you ahead of the curve.
- Facebook has ads that can be used to target your potential customers specifically by targeting user interests and “likes”.
- Facebook is an absolutely cost effective way for you to build your business’ brand. In addition to the paid ads, having a Facebook page will contribute to your SEO needs. That is, when someone searches for your business, the search engine results will display your Facebook Page in addition to your website. Consequently, your Facebook Page will give your website a good backlink.
- Facebook is also equipped with insights which will give you anaytics data about your target audience with a demographic breakdown.
- Facebook also allows you to build reviews for your business that comes with a star rating. This can even show up on the SERPs (search engine results page) when users are looking for your services.
- Facebook also allows its users to “Check-In” to your business to let other people know that your customers are participating in your services.
These are some of the benefits, the tip of the iceberg. Once you use your Facebook Page to optimize your business’ growth, you’ll find that there is so much more to it.
Facebook Profile and Page Particulars
Before we go any further, we need to get something straight! Are you going to create a Facebook Page or Profile? Yes, there is a difference. Well, it does sound a little ridiculous to bring this up considering how straightforward the answer is: A Facebook Page. But let’s take a closer look at the alternative features that are available in the Facebook environment.
- Facebook Profile
A Facebook Profile is only meant for people; it is not feasible for corporeal entities like businesses. Profiles are meant to represent people and them interacting with others as well. Moreover, Facebook doesn’t allow profiles to represent anything other than a human being. It might seem like there might be some communicative advantages with a Facebook Profile, but Facebook has tailor-made Facebook Pages for businesses. There is no excuse for having a Facebook Profile for your business. Facebook will remove such accounts to enable a better, streamlined structure to distinguish human beings from businesses for the sake of a well-defined user experience.
- Facebook Pages and Community Pages
A Facebook Page is the feature that is to represent businesses, political organizations, charities, artists, musicians, etc. They are similar to profiles, but are less obstructive in terms of communication. For example, in order to interact with a person with a Facebook Profile, you’d need to send them a “friend request” or a “message request” on Facebook’s Messenger feature. But with a Facebook Page, your user base can interact with your business without any of these obstructions in communication. These Pages come with tools that allow you to personalize them according to your preferences, and analytics that will allow you to measure your Page’s activity and performance.
Aside from these specific Pages, Facebook has made provisions for what they call Community Pages. In 2010, they saw an increase in user activity where unofficial pages were created for generic topics, and wanted to distinguish them from bona fide Official Facebook Pages. According to Facebook, Community Pages are a dedicated to a topic or experience that is owned collectively by the community associated with it. Through Community Pages, you can connect with others who share similar interests and experiences.
(Read more about Community Pages here.)
- Facebook Groups
Facebook Groups were created to bring like-minded people together to communicate under a certain shared interest. Groups can be public, closed, or hidden. Only profile accounts can access these groups. Although, the marketing potential for Facebook Groups is lesser than Pages.
How to Market Your Business with a Facebook Page
Now that we've covered the basics, let's jump to the marketing part. Here's a step-by-step list of the big tasks that you need to do in order to get your Facebook business Page going.
Check for Duplicates
As a rule of thumb, before you enlist your business on any social media platform like Facebook or on an online directory like Yelp or Google My Business, you need to search for duplicate listings that might be already exist on the site. A duplicate listing is one that is created by default on a certain website that is not verified. On Facebook, it could also happen when someone tries to check-in to your business when it doesn’t have a Page or a location.
You can check for such duplicates by running a search on Facebook with your business name. If there is no page appearing in the results, you can go ahead and create your Facebook Page. But if there is something appearing in the results, you can try to verify it.
Facebook verifies these business pages to let people know that they are authentic, and not duplicate pages that don’t belong to a particular business. Facebook indicates such a verification with a blue badge or a grey badge. Essentially these are blue or grey tick marks that are present on your Facebook Page. A blue badge indicates that the Facebook Page is verified by public figures, brands or media companies. A grey badge on a Page means that Facebook has confirmed that it is an authentic business Page for a business or an organization. By verifying your business page you can be sure that it will appear on searches conducted by potential customers, and it will definitely add to your SEO opportunities.
In addition to these, there are two things to keep in mind: not all pages that are created are verified with these badges, and such badges cannot be purchased.
If you find that a Facebook Page exists for your business that you didn’t create, don’t worry about it. All you have to do is create your business Facebook Page and merge your Page with the duplicate.
Setting-up a Facebook Page for Your Business
This part is quite simple! In order to create a Facebook Page for your business, you need to make sure that you have a personal Facebook Profile. Given the stats, you already have one. In case you don’t, signing up is absolutely simple. Just log on to https://www.facebook.com/, and just sign-up!
Log-in to your Facebook profile and click on the little arrow button/upside-down triangle, and click on “Create Page”.
Once you do this, you’ll be led to the page shown below. Click on “local business or place.”
Fill out your details and click on “Get Started”.
Once you’re done with that, add your profile picture and your cover picture. If you don’t have something to work for the moment, you can skip this step continue with your onboarding.
There are a few pointers you’ll need to consider when you’re adding your profile image and cover picture on your Facebook Page. So, we’ll be discuss this aspect in detail along the course of this guide.
Once you’re done there, you’ll be led to your Facebook Page, and it will look something like this.
Add Your Business Information to Your Facebook Page
Now that you’ve created a Facebook Page, you need to add the required business information to it. Click on the three dots that is next to the "Share" button below your cover picture.
This will lead you to the following page where you can edit your business information accordingly.
Here's a list of things you'll need to edit on your info page.
- Add a short description of the services you offer. Here’s an example you can use:
We’re a [Area]-based [business/service] driven to meet your [service offered] needs. Give us a call at [phone number].
In addition to this, you can even add a small description of your business’ story, talking about your journey as an entrepreneur, and how your business will make a difference in the lives of your potential customers.
- You need to create a business user name as well. A user name will appear in your Facebook URL stub, and you can can have only one unique user name for your Facebook business page. Here are some general guidelines around creating a Facebook Page.
- A user name needs to be, at least, five characters long.
- You can add alphanumeric characters, that is - all alphabets and numbers, and periods (“.”). They cannot contain generic terms or extensions like “.com” or”.net”.
- Periods and capitalizations cannot be used to distinguish between usernames. For example, HappyBellyCafe is not different from Happy.Belly.Cafe, or happy.bellycafe, and so on.
- Only a Page administrator can create or change the username for a page.
- Add business working hours.
- Add "time taken to reply to."
- Add payment methods to your Page.
- If you’re running a restaurant, then make sure you add your menu to your business Facebook Page.
- Add an impressum to your Facebook Page. It is a feature that allows you to create a statement of ownership of your web presence on Facebook. (You can read more about it here.)
Profile and Cover Pictures for Your Facebook Business Page
There is just one thing that you should keep in mind when you add a profile or cover picture: make it memorable. Essentially, your brand logo works best for your profile picture, and a basic image with a bit of copywriting will do for your cover picture. You can create these images with tools like Canva or Fotor. You can easily create images with ready made templates according to the dimensions that are standard issued by Facebook. On desktops, your cover picture is displayed at 820 x 312 pixels, and 640 x 360 pixels for smartphones. Your profile picture is displayed at 170 x 170 pixels on desktops, and 128 x 128 on smartphones.
There are several creative ways out there to design and place the cover and profile pictures for your business’ Facebook Page. As a rule of thumb, keep your profile image constant, and change your cover picture. For example, you can change your cover picture according to certain occasions like holidays, offers you are providing your customers with, product or service announcements, etc.
(Read about how you can be creative with your Facebook profile image and cover picture here.)
Posting Content on Your Facebook Business Page
When it comes posting content on your Facebook Page, think of content that your target audience would be interested in. It can be content that you publish on your blog, or content pieces by other high authority blogs that is relevant to your business. Think in terms of educating and informing your audience in addition to promoting your business. Although, it needn’t be textual content, you can even post micro content that includes images or videos and so on.
Here are some content ideas you can post:
- Post all your business updates. Your Facebook Page can be a great place for you to make announcements of offers, product/service updates, etc.
- You can post inspirational quotes, tips based on your expertise, etc.
- You can even conduct polls for certain topics with Facebook Questions.
- Share industry relevant content and news that your followers will need to know.
- Make sure you share and write trending content. You can look to the box on the right-hand side of your newsfeed titled “trending”.
- Don’t stick to textual content only. You can also share images, GIFs and videos.
- Facebook Live is a great way to engage your followers. There are some examples of brands using Facebook Live to get eyes on their brand via the medium of live video, which you can see here. Facebook Live does require pre-planning though, as although it has the live element to it – where anything could happen, it does mean that something could go wrong, which could obviously be of detriment to a business.
Make sure you schedule your posts for the right time so that it coincides with your audience’s active time on Facebook.
Be sure to post all your blog content on your Facebook Page. Facebook Pages, Notes and posts get indexed by search engines. You have a real possibility of ranking high for some keywords by just putting out good posts/notes, while also integrating keywords. It also helps if your content is popular (gets shares, likes, comments, etc.)
Pro-tip: The quality of content is as important as the quantity, or frequency, of posting. The optimal amount of posting is once per day. Posting more than twice per day can lead to audience fatigue.
- Andrew Kopp, Marketer at Chair 10 Marketing
According to the current trends, video marketing is taking ground with content that is being consumed on Facebook . Andrew Akesson, Head of Digital Marketing at Venndigital, believes that small business owners need to get onboard the video marketing bandwagon to future-proof their content strategies. Andrew quotes Nicola Mendelsohn’s ( Facebook’s VP of Europe, the Middle East and Asia) claim that the platform will be purely driven by video content in five years and Facebook’s algorithms are clearly pushing videos higher up the feed. Meme creators cottoned onto this fact and now show meme content through video rather than images, as they know they can get more eyes on content this way.
Posts without hashtags tend to have a better user engagement than those posts that do have them. Social media sites like Twitter, Google+, Instagram and Pinterest are far more hashtag-friendly than Facebook and LinkedIn.
- Lolly Spindler,
Content Marketing Manager at Xoombi
(Read about some Facebook marketing tips by Lolly Spindler that you'll need to keep in mind when you use your Facebook business Page.)
Review Management for Your Facebook Business Page
Facebook gives your business the option to receive reviews along with a star rating. But reputation management doesn’t stop there. If you have to put yourself in your customer’s shoes, you’ll see that they can review your business’ services in the following ways:
- They can leave your a review with a star rating. (Although, you need to enable reviews for your business.)
- They can write a post directly on your Facebook Page.
- They can review your business when they check-into your business.
- They can leave you a private message on Facebook Messenger.
The best strategy is to deal with reviews is to make sure that you respond to your reviews, and ask your customers to leave you reviews. Make sure that your review feature is turned on for your business Facebook Page.
Click on the Settings button on the top right hand corner of the page, and go on to “Reviews” and click on “Edit”.
Turn on reviews for your page, and save the changes.
Pro-Tip:Don't be afraid of negative reviews, embrace them. They are a valuable source of feedback to discover what areas in your business you need to improve. Don't leave negative reviews unanswered, jump in there be truthful and let them know how you're going to use their feedback to improve.
- James Clifton, Social Media Manager at GetApp
Advertising Your Business Through Your Facebook Page
When it comes to advertising your business, Facebook is well-equipped to help you plan your ad strategy owing to the two billion active user base. You can target your ads at people who remotely have an interest in the services your business offers, their geography, age, they type of devices they use, their education, their professions, etc. You can run ads based on per-impression and per-click basis, and gives you an idea about what the going bids are for ads similar to yours. This is a great way to build a fan following for your business page.
The best way to start targeting your customers through Facebook is to make sure that you have clearly defined goals. For most business owners, the primary goal of running ads is to drive traffic to their websites to drive sales, generate leads, promote blog content or sign-up for a new letter. Given that Facebook is a large platform, you can create and target your ads in several ways. Creating ads is quite straightforward as all the different types of ads have a similar format.
A Facebook ad has four common elements within the copy on both desktop and mobile devices:
1 - Page and branding.
2 - Text
3 - Image/Video
4 - Call-To-Action (CTA)
Your ads will ideally appear on the column on the right-hand side on Facebook, the desktop or mobile newsfeed, or in the audience network.
Types of Facebook Ads
There are a variety of Facebook ad types on Facebook. AdEspresso, in an article explaining the different types of ads on Facebook, categorized them according to a certain criteria. Let’s take a closer look!
If you are looking to drive more traffic to your website, or increase your leads, there are three types of ads you must consider:
Driving Traffic to Your Website and Increasing Leads
- Link Click Ads (Image and Video)
Link click ads has the standard ad format that includes a video or an image with a CTA that you can use to promote your website. With these ads, you can reach a great number of people across several newsfeeds. Here’s an example of a video ad by Grammarly.
- Boosted Page Posts
When you post content to promote something on your Facebook business Page, you can “boost” the content you’re posting on your Facebook business Page to ensure that your post reaches the right number of people who are slightly inclined towards what your business offers. You can boost a post for a certain fee to appear higher up in your average user’s newsfeed. Facebook’s algorithms are wired to strike a balance between the commercial and non-commercial content that appears on a user’s newsfeed. These algorithms reduce the organic reach capacity of brand Pages to appear often for this very reason. To make a provision for business Pages, Facebook created the “Boost Post” feature. You’ll find the boost button at the bottom of your post window.
Sales and Leads for Your Product or Service
- Multi-Product (Carousel) Ads
The multi-product carousel ad lets you feature 10 images or videos within one ad copy. Similar to the link click ad on Facebook, you can add a headline, a hyperlink to your website or a call-to-action as well. If you have an eCommerce store, this ad type will work well for your campaigns.
- Facebook Lead Ads Leads ads can help you create ads to promote your site’s blog, or get people to sign-up for your newsletter. You can accumulate a good number of emails from your potential customers.
Likes and Engagement for Your Page
- Page Like Ads
Page Like Ads are basically ads that are specifically disseminated to your target users to increase your page likes. They can be placed over the desktop and mobile newsfeed, and the right column. Make sure that you choose the right audience to target when it comes to increasing Page likes; it would be counter-productive to blatantly increase page likes if you’re not going to receive some sales.
- Page Post Photo Ads, Videos Ads and Text Ads
Your Page posts define the what your business is to your target audience on Facebook. You need to make sure that you make that your Page has posts that can engage your audience. You can target and retarget your ads at users who have an interest in your services. You can post text, video and image content with a combination of CTAs and hyperlinks to your business website.
Choosing Your Audience
Facebook is equipped with audience targeting tools that you can customize in accordance to your requirements. Here’s what you can accomplish with Facebook advertising:
- You can upload a contact list to connect to your target audience who are on Facebook . In addition to this, you can even use your existing customer information to find similar people on Facebook.
- You can target your core audience based on demographics (age, gender, education, job titles, etc.), geographic location, interests, device usage behaviors and activities.
Ricardo Casas, CEO of Farenheit.io wrote about how you can specifically target moms on Facebook based on some solid data.
"Mothers do accept that the loss of privacy is an inevitable part of their relationships with online marketers, but almost 35 percent appreciate deals that are specifically tailored to their purchasing habits."
Read about it here.
Facebook Page Insights
Facebook Page Insights is built to help you understand which part of your audience base is most engaged with your Facebook Page. Facebook Page Insights helps you understand and track the performance of your Page. You can discern the ideal time of day or best day in a week to post something on your Facebook Page to receive maximum engagement. There’s not much of a to-do here aside from having to regularly check your Insights to get the most out of it.
Here’s how you can access Page Insights on your business Page.
Click on the “three dots” beside the Like Button and the share button on your Page and click on “View Insights”. You will be lead to the Insights dashboard that gives you an overview of your Page’s performance with several metrics.
The overview tab gives you a page summary, the metrics for your five most recent posts, and a brief comparison of your Page with other Pages similar to yours. In addition to this, page insights provides you with the metrics that you can compare with previous periods with data collated into graphs.
Click on any of the titles (example: "Actions on Page") to see a breakdown of how your audience has engaged with your Page content in terms of both paid and organic traffic. Based on all the data available, you can plan your future ad campaigns.
Aside from the Overview Page, you can even take a look at your competition and see how they are doing. With the Pages to Watch feature, you can compare the performance of your page to that of your competitiors.
You can even see a summary of the top five posts that performed well for you. You can decide your content strategy accordingly. This can help you gauge what works best for your followers: photos, videos or text.
Create Events and Offers on Your Facebook Business Page
As a small business owner, Facebook events is a great way for you to engage your followers and potential customers. It works well for both a brick and mortar store or an eCommerce store. Facebook’s Events feature can help you create and promote events like holiday offers, sales, and other ad campaigns you wish to use to engage your customers. Facebook can easily be the new word of mouth when it comes to letting its users know what events are taking place around them; your events - when targeted strategically - can appear on the newsfeed of your target audience.
Here's how you can access Events on your Facebook Page. Click on the "Event, Product+" on your status bar.
Once you click on "create event", you will be led to the following page. Fill out the slots with information based on your plans for your event.
Once you're done filling in the information, you can either save the event copy as a draft or publish it right away.
Similarly, you can even create and promote offers that are a part of your ad campaign. You'll find "Create an Offer People Can Claim" in the "Events, Products+" section. Once you click on it, you'll be led to the following window. Fill in the relavant information in the required slots and hit "Publish".
Pro-Tip: You can organize an event around your products, maybe run a giveaway or competition and stream the whole thing through Facebook Live. Ideally, they can partner up with local influencers for bigger reach and engagement.
- Alex Chaidaroglou, Co-founder at Altosight
A Facebook Page for your business can take your business a long way. It has a quite an easy onboarding process, and is easy to work with. Best place to start with your marketing strategies is to start settting goals for your business.
Facebook is always changing. Sometimes for the good, other times not so much. Try your hand at latest features like Facebook Shop (which allows you to Tag your own products in images for your eCommerce website onto Facebook), Carousel Images (you can post a link to your website, but have the post show multiple images in a carousel), Offers (a simple discount can help your business do much better), Facebook Live (this can be either automated using various tools or simply done from a PC or laptop with a webcam). Try things out, see what your fans think. - Sorin Amzu, Marketer at Janei.ro
Remember, Facebook has a tremendous user base that you can use to the benefit of your business' growth. Write to us, and let us know how Facebook worked out for you.
At Synup, we know that small business owners need to have a Facebook business Page to make the most of social media and an online business presence. So, we decided to build our tool according to your Facebook Page needs. With Synup's tool, you can control the activity on your Facebook business Page alongside your Google My Business Page and 40+ major directory listings from one single dashboard.
- You can respond to all interactions on your Facebook Page: comments to posts, private messages and reviews.
- With our Page Insights integration, you can track Page Views and actions on your CTAs.
To get started, run a scan on your business and get an idea of what your business' local online presence looks like for free.