Today I had a conversation with a friend of mine who is a business owner. He stated that he “despises” social media, especially Facebook. His words exactly were “I don’t want to use Facebook to sell”. I explained to him that Facebook and other Social Platforms should not be used for selling as a primary objective.
You should be using social media for building relationships and communities. This allows your audience to get to know you, and eventually trust you if you are using social media correctly.
On this post I will give a 8 pointers on how you should set up your business page. All too often I see a business set up a personal Facebook account to use as a business. With a personal account their are limitations including the number of “Friends” you can have. I have also seen many Facebook pages set up only to sit idle with no profile, information, pictures or posts. While it might seem easy to some, others will find setting up a Facebook Business page…and managing it, a daunting task.
In the coming weeks we will discuss engagement, management and etiquette.
Setting up your Facebook Business Page
This seems like a no-brainer but I am constantly astonished at the number of Facebook pages that do not have a completed about section. The about section should include your website, phone number, operating hours, street address, parking and any other relevant information.
2. Custom URL
Once your page has 30 followers Facebook allows you to customize your URL. Instead of a URL that looks like facebook.com/123456778001343 you can change it to facebook.com/scottgombarllc. Obviously the last option is much easier to remember and looks better on business cards and other collateral.
Getting those 30 followers is important for analytic analysis as well. Facebook will open up their insights to you once you reach this milestone. Using insights gives you more information about what is and isn’t working and is extremely important in the growth of your Facebook Page and Inbound Marketing Program.
3. Custom Cover Photo
Your page needs a personality and that starts with a cover photo. A cover photo should be unique and draw attention. You should also add a description of your cover photo including hash tags and a location if applicable.
The cover photo can be anything really. You could have pictures of the products or services you offer, the company name or what it is you do. Be careful to not include contact info or promotional offers as this is a violation of the Facebook terms of service.
4. Custom Profile Image
If applicable the profile image should be that of the person who owns or runs the business. This gives the page a little more of a personal feel to it. Followers of the page, and people in general are more at ease working with a person rather than a logo or corporation.
However this is not always applicable. In the event that a person’s head-shot will not work then a corporate logo is the next best thing.
Tabs almost always seem to get ignored and I am not sure why. Tabs are like a gateway into the rest of your business. You can create tabs that link to other social profiles, an email sign-up, contests or even other webpages.
Tabs should also have custom images to match your company’s branding. For example on my page the tabs have the same color scheme (for the most part) as my branding. This gives you a more professional image on Facebook.
Using my page as a reference, I have tabs to other social media profiles, a tab to sign up for my email list, a tab featuring a contest I am running at the moment and a tab to explain what I do in a little more detail. If you are not taking advantage of the tabs you are missing out on a lot of potential interaction, and conversions.
6. Like Other Pages
This is overlooked even more than the tabs. Facebook allows you to like other pages from your page. This has obvious benefits including the organic growth of your own following.
Besides the potential growth of your own following, you can also look for potential clients this way. Using Facebook’s Open Graph you can search for and find other businesses and entrepreneurs who have pages and may be in the market for your product or service. It also gives you the added advantage of getting to know potential clients, what they do, how they operate and where they are located.
Facebook does not allow pages to follow personal profiles. This could lead to businesses potentially spamming people, and Facebook would rather you use their advertising platform to develop your following.
7. Invite Your Friends
Facebook does allow you to invite any of your friends from your personal page. In fact you don’t even have to manage a page to do this. Once you visit a Facebook Page there is an option to invite any one or all of your friends to like that page. This is how you will want to begin developing your following. Inviting your friends may not seem advantageous to growing your business since they likely already know what you do but in doing so you now potentially reach others who are not friends with you or following your page…every-time you post.
8. Use Facebook Ads
Facebook has an advertising system that allows you to advertise your page or boost a post. What’s nice about Facebook Ads is they allow you to be very specific about who you want to target. You can base your target on Geography, Interests, Age and even Gender. I would suggest using this system once you have invited friends, and even encouraged friends to invite others.
I will write a follow up post to Facebook Ads at a later date.
Get On Facebook and Get Started!
Next week I will post more on audience engagement so make sure you come back. This should keep you busy enough for a day or 2.