The Anatomy of a Top-Notch Facebook Business Page
By Small Screen Producer. Publish on November 13, 2013.
Setting up a Facebook page for your business can be a cause for anxiety for many, especially those new to the digital space.
As a marketer or business owner, you know that you need a presence on Facebook, but how do you maintain a highly effective page captures the most attention? Whether you’re new to the social media realm or simply need ideas to spruce up a current page for more user engagement, here’s the makeup of a perfect Facebook page for business.
The Best Business Pages on Facebook:
Have a Custom Page URL
Customizing a page URL for your Facebook page can do wonders for your SEO on both Facebook and Google. With social and search now merging into one following the new updates to Google, Bing, and the addition of Facebook’s new search graph, it’s vital for a business to claim their Facebook vanity URL to ever get found.
Followers will have hard time searching for your page if your URL is a handful of numbers. Changing your URL only takes a few steps and can be accessed under Edit Page > Update Info. A custom URL can only be made once your page reaches 25 or more fans. Remember to double check spelling since this URL cannot be changed.
Display a Branded Profile Photo
The profile picture represents the brand itself on the page and in other parts of Facebook, such as ads, and sponsored stories in news feeds. Choose a picture that represents and encompasses the brand, such as a logo. Use high quality images and are about 180 x 180 pixels in size.
Update Cover Photos
This is often the very first thing a user will see. It plays as the “billboard” of the page and should represent the brand and its personality. These images usually have popular products or menu items, special promotions or new product features, album artwork, etc. Experiment with these and change them often to get the most out of these images and see how your audience reacts. We recommend updates are made once a month or once a quarter.
As long as these images follow Facebook best practices and are not deceptive, misleading, or infringe copywriting, the social network encourages reposts and sharing of cover photos.
Include Business Info
The best pages have an “About” one-liner that captures what their company does. This blurb sits right under the profile picture.
Be sure to include this “About” description line as well as company overview, contact info, website, and working hours. Information can always be edited through the “Update Page Info” directly underneath the cover photo or at the very top in the admin panel.
Feature Photos and Custom Apps
Directly under the cover photo are a set of featured apps that can be changed out and displayed. Business often take advantage of this area to highlight important photos, apps or other social platforms they're active on.
Take advantage of this section to help connect your company's Facebook page to other pieces of your digital marketing strategy. Connect Facebook users to sign up for email newsletters, take a look at your Instagram or Google+ Page, or discover new promotional videos. These boxes can always be edited or changed out by clicking on the pencil icon at the top right of any of th boxes.
Most importantly, content is what keeps Facebook pages up, active, and running. It’s absolutely necessary for businesses to post on a regular basis and keep up with comments made on their page.
Posts that receive the most feedback should be both visual and to-the-point. The best posts are made with 100-250 characters and should include something visual such as a video, photo, or album. Images get attention more than text so be sure to add images to all posts if and when you can.
One to five posts daily is a good number of posts for Facebook, anything more than 10 can is way too intrusive. For the busy types, we recommend a minimum of three posts per week to keep up an active presence.
Whatever number of posts a business chooses, staying consistent with the amount of content posted is key. Inconsistency can instantly turn the best equipped business pages into tumbleweeds.
Finally, business pages who see the most engagement are the most engaging. Remember to engage your audience with questions and words that ignite action, attention, or answers. Posting an interesting article or question gives them no choice but to reply with a comment.
Finally, keep content diverse with different visual pieces you choose to share. Sharing diverse content keeps fans interested and coming back for more. Since this is often the hardest part with keeping up with a Facebook page, a good social media editorial calendar or a social media scheduler can help businesses plan out posts for the week.
Need more recommendations on how to get started or update your Facebook Business Page? Feel free to contact us or sign up for our free eBook download below.
About Small Screen Producer
Small Screen Producer is a full service, marketing firm located in Houston, Texas that specializes in online digital media marketing through a 4-step process. Step 1: WE PLAN a custom web presence strategy for your business through website design and development, mobile development, social media account creation and branding. STEP 2: We then POSITION your brand through Pay-Per-Click advertising and search engine optimize tactics that include on-page and off-page SEO that are Google and Bing approved. STEP 3: We then PROMOTE your brand using an Inbound marketing strategy or a content marketing strategy to help you accomplish your marketing goals. We do this through blogging, video production, infographics, call-to-actions, landing pages, and free educational offers. We help you build trust and rapport with your customer base. STEP 4: We then PROTECT your brand's web presence with a reputation management program that monitors social media and on line reviews. Get started today with a free online marketing assessment of your company's web presence. Your company deserves it.
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