With Facebook’s evolving algorithm, merely having a Facebook page and posting random content just won’t cut it anymore. We’re now in a new decade where the social media landscape is evolving. Brands will need the correct strategies to maximise their allotted resources and better leverage their respective social platforms. We’re going to take a look at how to create a Facebook Business Page in 2020 and some pro tips to maximise the use of it.
A Facebook Page is pretty much your brand’s Facebook profile where your customers and fans can engage and keep updated. These engagements are then analysed and measured to help you improve your page’s effectiveness. Tools like Facebook Analytics can also be used to track how well your content is fairing with your target audience.
Generally, your social media profile is considered as an extension of your brand, and it helps you reach your audience on a more personal level. Take Dove as an example; the brand utilised their Facebook page to reach their audience during their #AllSkinDeservesToGlow campaign. With the right strategy, they were able to send out a message about their brand and how they support inclusivity when it comes to their products.
So if you’re ready to start building your social media marketing strategy, a Facebook Business page is the perfect and most cost-effective place to start.
Step 1. Create Your Account
Head over to Facebook Business then click on Create Page. Please note that you’ll first need to link the business page to a personal Facebook account. It’s encouraged to have it connected to your social media manager’s account or the main person who’ll be running your marketing.
Step 2. Select Your Business Classification
Setting your page category will help optimise your targeting, so you must understand your business goals. Is it to deliver news to your customers? Is it to build an online community? Is it solely to increase sales? Or all three?
Step 3. Enter Your Business Details
In this step, you will be prompted to enter some of your business’ information, such as location and phone number. Note that some of these sections, although required, can be made hidden. You will also be prompted to enter your brand’s category so search for the category that best fits your brand.
A good tip for when your business has a store, it’s best you use the address of your head branch or office (you can still opt out of showing this to the general public).
Step 4. Personalise Your Page
This is the part where your branding takes shape. You will need to prepare visuals using the correct Facebook sizing. It’s good practice to have your logo as your profile picture as it will appear next to each of your page updates or posts. Using your logo as your primary photo will increase visibility, and it’ll also let your audience associate you with the relevant content that you post.
Next would be your cover photo. Although it’s not as visible as your profile photo, it’s still good to use one that is relevant to your brand. For example, Unilever used one of their advocacy campaigns, #SusLiving (Sustainable Living) as their banner photo. This was able to spark a good discussion amongst their followers which increased engagement on their page.
Your Facebook banner is also an excellent place to list any current promotions you have running or any big news you want to announce. Remember, it’s the first thing anyone will see when they visit your page.
Step 5. Fill in the About Section
To keep your audience well-informed the About section must contain as much information as possible.
Click the About section and fill in the information that applies to your business, such as contact information and additional social media accounts. This will help bring more traffic to these accounts should your audience be curious enough to check and follow your other pages.
It’s also good to add in the “Our Story” section as it’ll give your audience a brief background and history about your business. You’ll want to make sure this information is congruent with the rest of your digital profiles.
Once you’ve completed this, you can also utilise some ‘Page Tips’ which you can find on the home page. You can try clicking through this and responding to prompts as these allow you to identify any sections you missed, such as adding a short description for your brand, creating a username, etc.
Step 6. Utilise Everything
The best thing about Facebook is that it has plenty of add-ons which can help you convert better on your business page. If your brand/business has an online shop, you can integrate their e-commerce platform to boost your online sales. Plus, if your business is still starting out, and you can’t afford a website to sell your products, your Facebook page can pretty much work as your online store.
Another thing you can incorporate on your page (especially if you have an advocacy campaign coming up) is Facebook Fundraiser. There’s a huge impact when your audience know that you’re more than just a ‘for-profits’ kind of business.
Pinned posts are also useful for events, registration links, or even opt-in’s, and they don’t get buried under the rest of your posts. Also, to add legitimacy to your page, it’s recommended that you get your business verified by Facebook.
I hope now you have a better idea of how to create a Facebook Business page in 2020. But remember:
The most important part of your Facebook page is your content. You must develop an excellent strategy to encourage your audience to consume and engage with the different content you’ll be posting. The best news is, social media is usually informal, so you can really engage with your audience without the pressures of formal protocols. Show your audience your human side!
If you haven’t got a robust Facebook Page strategy down yet, start by posting regularly. You will be able to analyse what posts work well with your audience and build your plan around that. But of course, don’t just post for the sake of posting – it still has to be relevant content that makes your brand shine and adds value. Your Facebook page is an extension of your business and will serve as the face and voice of your brand.