- Facebook has more than 2.7 billion active users, making it an important platform for small business social media marketing.
- A Facebook for Business page can help connect you with customers and offer key information about your business, products, services and upcoming events.
- When creating a Facebook for Business page, include basic contact information about your business, and be sure to engage with your followers; the more engagement you drive, the more likely your business is to be noticed.
- This article is for small business owners who are interested in improving their social media marketing strategies and reaching a wider audience.
Every small business should be on Facebook. With more than 2.7 billion monthly users, Facebook gives small businesses a number of ways to promote their services, increase customer support and boost recognition.
Using Facebook for business may seem difficult because its rules and algorithms change frequently. However, with the right strategies, Facebook is one of the best tools for targeting a specific audience through paid campaigns. The platform maintains a lot of information about its users, and it uses this information to your advantage when you purchase ads. Creating a Facebook for Business page can be an effective tool for your marketing efforts. Here's how to do it the right way.
What is a Facebook business page?
A Facebook business page is a free web page that companies can build on Facebook to expand their internet presence. Like a personal Facebook profile, your Facebook business page can send and receive messages, post updates, get notifications, and like, comment and share other Facebook users' and pages' content.
Of course, given how many businesses have a presence on Facebook, you'll need your Facebook business page to stand out from the crowd to draw significant attention to your company. If you're questioning whether the work that goes into distinguishing your company on Facebook is worth it, the many benefits of Facebook business pages may convince you to invest the time.
Key takeaway: A Facebook business page is a free resource that helps businesses connect with their customers and grow their online audience.
Benefits of a Facebook business page
If you create a Facebook page for your company, you can use your page to do the following:
1. List your basic contact information.
If people are wondering when your phone line or storefront is open, they may visit your Facebook page to find out. They'll also want to know your address if you're a storefront or your support-line email if you offer services remotely. A Facebook business page is a one-stop shop for listing all of this information.
2. Engage new and longtime customers.
Not even your most loyal customers see what happens inside your business on a day-to-day basis – well, that is, unless you regularly share elucidating social media content with them. A Facebook page is a great place to post shots from inside your storefront or behind the scenes with your support team. You can also update your followers on new products, discounts and more.
3. Know your audience.
Facebook for Business includes tools for determining the demographics of your Facebook audience. You can use the data provided to inform a robust demographic marketing strategy and better target your campaigns.
4. Lessen your marketing costs.
Starting a Facebook business page is free, and many additional Facebook marketing and analytics features are either free or low-cost. Integrating a Facebook business page into your marketing strategy is a budget-savvy way to reach more people – potentially an audience of billions – with less money.
5. Boost your web traffic.
By linking to your company's website on your Facebook business page, you'll drive more traffic to your website. The more people you get to your website, the better the chances will be that people will read the in-depth descriptions of your products and services that you've placed there. Better yet, people who jump from your Facebook business page to your website might even buy something.
6. Improve SEO.
Facebook business pages are good for more than just your social media presence; they're also a boon to your rankings in search engine queries.
Key takeaway: A Facebook business page is useful for communicating important information about your business to your audience, as well as for targeting followers with relevant advertisements.
How to create a business Facebook page
Now that you know some of the benefits of having a Facebook page for your business, it's time to start creating one. Follow these steps to set up your Facebook business page:
1. Create your Facebook business page.
The first step in creating a Facebook business page is to make sure you're setting up the right type of account. Remember that you are creating a Facebook page, not a Facebook profile. A profile is a personal Facebook account that's designed to share personal information and photos with friends and family. Pages are public profiles that let businesses and public figures connect with fans and customers. Users just have to like a page to start seeing updates from the page on their newsfeed. Go to facebook.com/business/pages/set-up to get started.
2. Answer Facebook's questions.
To create a Facebook business page, you must have a personal profile and follow Facebook's on-screen instructions. When you're creating a page, Facebook will ask for some information, such as a category to describe your page, and your business's name, address and phone number. It's important to include as much information as possible so that customers can easily recognize your page and find information about your business.
3. Add profile and cover photos.
You have the option to upload profile and cover photos to your Facebook business page. It's good practice to do so, as attractive graphics lead to better engagement rates with your content.
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4. Fill in the appropriate page sections.
There are many sections you can add to a Facebook page, but not every section will be a good fit for your business. Here are some sections you should consider adding:
- Home: This section is where all of your updates and posts live. It is also the first page users see when they visit your page.
- About: The About section is one of the most important parts of your Facebook page. It should be filled out with your address, business details, contact information, hours and website URL. Many people go online to find specific information about a business; don't let your potential customers down by keeping this page blank.
- Community: The Community page is where posts, photos and videos from customers show up. Customers can also check in to your store here. This is a great area for your audience to interact with and learn more about your company.
- Events: You can create event pages and promote upcoming events in this section. Once you create an event on Facebook, you can invite people and share specific information about it all in one place.
- Info and Ads: This section is designed to add transparency to your page. It shows your followers any Facebook ads you're currently running.
- Offers: You can post discounts or deals from this section. This is an easy way to encourage people to come to your Facebook page. Tell customers t like your page and find a deal on it.
- Posts: This section shows all of your posts, including timeline photos and updates.
- Reviews:Under the Reviews tab, customers can write a review and indicate if they would recommend your business. Ratings show up at the top of your page. Although you can hide the Reviews tab, you may not want to, as it provides valuable feedback to both you and your followers. Reviews help verify your business and make it easy for customers to recommend your products or services.
- Services: You can showcase your services on this page. You can also add information about your speciality, including a photo, a description and pricing.
- Photos: The Photos tab features the images you've posted on your timeline.
- Shop: You can add your inventory on this page, and users can buy your products directly from Facebook. Sales are sent to your bank account.
Key takeaway: Complete as many sections of your Facebook business page as you can to keep your followers engaged and informed. Consider which elements of Facebook for Business are most relevant to your small business.
Facebook best practices
Once you've set up your business's Facebook page, it's time to start creating content and engaging with your business's followers. Here's how to use Facebook for Business to market your products and services.
1. Respond to messages.
With Facebook Messenger, you can reply to customers' messages as your business. Your inbox is located at the top of your page when you're signed in as a page admin.
Facebook Messenger is a tool, and customers expect you to use it. In fact, Facebook tracks the response rates and times of brand pages so customers know how quickly they can expect an answer. Facebook Messenger is attractive to customers because they expect a fast response, and many people are more comfortable live chatting than calling.
Facebook recently announced an effort to merge the messaging tools on Facebook, Instagram and WhatsApp. This move emphasizes the importance of using Facebook Messenger and these other tools to communicate with customers and answer questions from your followers.
2. Use analytics to determine the success of your campaigns.
Facebook Insights is a free analytics tool. It shows data on actions taken, page views, the number of people you've reached, the number of post engagements and more. This information can help you measure the effectiveness of your social campaigns so you can decide how to improve your posts.
3. Use publishing tools, and schedule future posts.
You can use Facebook publishing tools to schedule posts to go live in the future. You can also create videos, advertise your business, promote an event, make an offer, write a note and post job applications on your Facebook page.
It's important to post regularly – at least twice a week. If you find that you're spending too much time on Facebook each day, try a third-party social media management tool, such as Hootsuite or Buffer. While creating and scheduling multiple posts takes time upfront, it saves you time in the long run. [Interested in social media management and monitoring tools? Check out our best picks on our sister site, business.com.]
4. Know your target audience.
Facebook has excellent targeting tools. When you're promoting a post, you can target specific demographics, locations and interest groups. To have successful ads, you need to know your target audience and then use Facebook's targeting tools to reach those potential customers.
5. Be personable, not just promotional.
Even though you've created a business Facebook page to connect with customers and ultimately to make sales, your audience doesn't want to see advertisements. Try to create personable and engaging Facebook posts. [See related article: How to Use Social Media to Drive Sales]
6. Offer giveaways and contests.
It's difficult to drive organic traffic on Facebook, but regularly running giveaways and contests helps. Before you create a contest or giveaway, make sure you understand and are following Facebook's rules, or you could get in legal trouble. Learn more about the laws and guidelines of social media contests and sweepstakes in our comprehensive guide.
7. Create and advertise events.
You can create events as a business on Facebook. You can invite anyone to these events and pay extra to promote them to a targeted audience on Facebook. Events can be a fun way to engage your audience and turn them into customers.
8. Share relevant content from other sources.
It can be time-consuming to create and share only original content. Curating content from other sources can save time and effort. Networking with other sources can also benefit you in other ways, and they may share your content in return.
9. Have conversations.
Don't publish a post and then not open Facebook for a week. Create and share posts to engage with your audience. Respond to comments, questions and concerns. If you're having conversations with your followers, they're more likely to become your customers.
In January 2018, Facebook announced that it had made major changes to its newsfeed algorithm. With these changes, Facebook prioritizes personal connections and engagement. In short, your posts won't be seen unless they generate a conversation.
Another way to be engaging on Facebook is by using its polling features. It's a great way to start a conversation or get to know your customers' opinions. To create a poll, go to your Page Manager, and select "Create a poll" from the icon menu below the Write Something box.
10. Highlight business milestones.
Highlight company milestones and celebrate anniversaries on Facebook. These posts usually engage your audience and will make you seem more personable. If you're offering special promotions for milestones or anniversaries, promote them on your page as well.
11. Use Facebook ads.
The best way to reach your desired audience is to run Facebook ads. While these ads cost money, they're effective because you can choose your target audience based on demographics, behaviors or contact information. You can set a daily or overall budget for ads, select the amount of time an ad runs and pick your desired audience. Facebook tracks the interactions on each promotion you run, which helps you develop highly successful campaigns in the future.
12. Create Facebook videos.
If you're scrolling through your Facebook timeline, you might notice a lot of videos. That's because videos do great on the platform. One way to create Facebook videos is through Facebook Live, which allows you to broadcast to a large audience for free. With Facebook Live, you can have real-time conversations with followers and give them an inside look at your business.
Key takeaway: Social media is about engagement and personalization, so communicate with your customers in a way that resonates with them and remains consistent with your brand voice.
Additional reporting by Saige Driver.