A Facebook Business Page is an essential part of your brand’s social media presence. After initial setup, however, many people fail to realize just how much more they could do. A totally optimized page is much more visible and typically attracts more followers.
While setting up a Business Page is simple, optimizing it can be a bigger challenge. There’s always something more you can tweak! Start with these tips to get off on the right foot.
1) Focus on Your Cover Photo
An eye-catching cover photo is a good way to communicate a quick message to unengaged visitors. Break out the high-level image editing software so you can create something compelling. Try a timeline, collage, breakdown of your company’s mission or a relevant offering.
2) Optimize Your Imagery
Just like with personal Facebook accounts, your profile image will serve as your “avatar” whenever you post. It should be immediately recognizable as your logo or brand name. Image dimensions must be 180×180, though the image will be displayed slightly smaller on desktop. Every image you post should include a link back to the most relevant page on your site.
3) Add a Call-to-Action Button
Every digital marketer knows that good calls to action are essential. Even people who are truly interested in your products or services are less likely to take the next step unless you make it explicit. Recognizing this, Facebook now gives you the power to insert a true CTA button on your cover photo. Plus, your built-in analytics will track how many people click your button.
4) Make Sure Everything is Complete and Timely
When launching a Business Page, it’s tempting to fill out only basic information so you can get started right away. As soon as you can, you should go back and sand down any rough edges. Don’t leave anything blank – especially your About section, which is highly visible. About also includes a “Milestones” section you can fill with interesting videos or infographics right away.
5) Dial Down the Promotional Posts
Posts focused exclusively on brand promotion are unlikely to get much traction. For every one promotional post, include five that are more personal and add value for your audience. Keep things simple and relatable. Most posts should have images, and short “behind the scenes” videos can catch on, too.
As with so many aspects of digital marketing, the key to a successful page is understanding your audience. Finding the right mix of content messaging, format, and timing is essential to success. Optimizing your Facebook Business Page makes genuine social engagement that much more likely.