The first question to ask is why to use Facebook as a Digital Marketing or Social Media Marketing as a medium for your business in the first place. Nowadays everybody you know is on Facebook. But, is this a good enough reason to create a Facebook Business Page. How about we back up that intuition by reviewing some business statistics that show why a Facebook Business Page does indeed work as a marketing channel:
INFOGRAPHICS: A Brief Insight into Facebook Marketing
- 80% of social media users prefer to connect with Brands through Facebook.
- 41% of marketers say Facebook is critical or important to their business.
- 78% of B2C and 44% of B2B companies have acquired customers from Facebook.
- Social media has more than a 95% higher lead-to-close rate than outbound marketing.
Okay, so now that we have reviewed a few statistics of why a Facebook Business Page is an effective marketing asset, let’s dive into the steps for creating a Facebook Business Page.
1. Create a New Business Page
If you are currently using a personal profile for business purposes, you need to seriously consider migrating over to a business page as it’s a violation of terms to use a personal account to represent something other than yourself, including a business.
Facebook Business Pages are also pre-installed with custom functionality designed for each business type category. Unlike with Friends for Personal accounts, there are no limits to the number of people who can like your Facebook Page.
Must READ: 4 Best Practices for Publishing on Facebook
2. Choose a Classification
You’ll then need to choose one of the following classifications:
- Local Business or place: normally for businesses that have a physical location where customers can actually go to.
- Artist, Band or Public Figure
- Company, Organization or Institution: for companies or organizations that don’t have physical locations or customer storefronts.
- Entertainment: a place to promote something other than yourself.
- Brand or Product: if you are producing products on a large-scale.
- Cause or Community: a place to speak your mind
3. Choose a Category
Depending on the classification you chose in step 2, you will be able to choose a category and add in your brand or company name. Categories and sub-categories are becoming more and more important for Facebook Pages with the implementation of Graph Search. Be sure to pick categories and sub-categories that accurately describe your business, product, or service.
4. Upload an Avatar Photo
This would ideally be your company logo as this image will appear in news feeds and every time you leave a comment. Some companies get creative with this image because it also overlaps your cover photo (see step 7) at the top of your page.
5. Fill Out Your About Section
This should be a few short sentences about your business. Make this section very descriptive and to the point, as you only get so many words to describe what your business does. It is a good idea to include your website URL in this section, as a clickable link will appear to viewers.
6. Add Apps & Tabs
Facebook allows you to show up to 4 tabs at the top of your page, these are your favorites tabs, and then any additional tabs will be located in a drop-down menu.
Your photos tab is always on the far left and displays the most recent photo uploaded. You can edit tab names, positioning, etc by hovering over the tab and clicking on the pencil icon. You can also add more tabs in the drop-down menu by clicking on the + icon. Apps such as the website app, which displays specific pages on your website, can be added by clicking on the Welcome tab.
You can also look to add custom tabs and images with a Facebook developer. Custom tabs allow you to promote products and services not already included the pre-installed tabs.
7. Add Your Facebook Cover Photo
Go to your timeline and click on Add a Cover. Once you decide on a photo, you will be able to reposition it by clicking the photo and dragging it around. This photo takes up a large portion of your timeline real estate so try representing your company in a unique and creative way here. You will need to follow Facebook’s cover photo guidelines including covers that may not include images with more than 20% text.
- Also READ: How to Maximize Facebook Reach
8. Custom Facebook Page URL
Once your page reaches 25 likes, you can create a custom URL to reflect your business or business name. Note, that once you create a custom URL you can only change it one time. Also, Facebook states that your custom URL should accurately represent your business or the content you put on your Facebook Business Page.
Steps to follow…
- In the top right menu, click Edit Page
- Select Update Public Info
- Click Change Username
A couple of tips after completing your Facebook Business Page:
- Use Facebook Insights to analyze what is working and what is not
- You can assign multiple people to help manage your page and give them different access roles.
- Keeping your page name and URL short and catchy will help with the shareability of your page.
- Make your page very easy to navigate through and to locate important resources and links.
- Not all your fans will see every post, so you will need to engage your audience. The more likes, comments, and shares a post gets, the more it will be shown to your fans.
- Lastly, produce consistent content that is highly relevant, engaging, helpful and enticing to your audience.