How can I optimise my business Facebook Page for success?

While organic Facebook marketing might not yield the result it once did, making sure that your business Facebook Page looks slick and includes all the necessary info is key. Not only does your business Facebook Page play a huge part in your organic Facebook marketing, it also forms part of your branding. Plus, if you’re considering running Facebook Ads, then optimising your business Facebook Page for success is even more important!

 

 

 

How to optimise your Facebook Page

I recently looked at optimising your Instagram profile. Today, I'm looking at optimising your business Facebook Page. There's so much that I could cover here with Facebook Pages – and it's constantly changing – but, I'm just going to keep this really high-level, really simple, really actionable.

I don't want to overwhelm you with all the bits and pieces. If you have spare time, I encourage you to go into the settings and play around and just see what there is, because there is so much and it's pretty powerful.

So, as with Instagram, your business Facebook Page needs to be consistent with your branding. It needs to look and feel the same as your website; the same as your Instagram; the same as every other touchpoint that you have out there. It needs to be immediately obvious who you are, what you're about and why your audience should care – and it needs to make it clear what they should do next.

Why should you bother optimising your business Facebook Page?

People don't really seem to give their Facebook pages as much attention as they do their Instagram business profiles, and that's fair enough. Facebook organic reach is pretty limited these days, but if you're running Facebook ads, optimising your business Facebook Page is crucial. People will often click on your page to see who you are and what you are about, before they even think about clicking on your ads.

How can you put your best foot forward?

Putting your best foot forward is as simple as picking the right profile photo (usually, your logo), an appropriate cover photo (so, something that gives the viewer an idea of your brand personality or what you're about), culling any old or irrelevant content, and making sure your information is up to date.

You also want to make sure there is recent content on the page. Yes, limited organic reach might mean it's not really worth your while to put effort into posting on Facebook, but I've got a little hack for this. RecurPost is an app that lets you reuse your old posts. So, you add them to a little library, and it recycles them indefinitely and auto-posts to Facebook for you. All you have to do is add them once, write up your captions, and it will just keep recycling them over and over again. It's free for your first 3 social media platforms and your first 100 pieces of content. So, it's cheaper than the alternative (Meet Edgar) and it's definitely worth checking out. Click here to check it out.

Next, you need to claim your vanity URL.

By default, your page URL will be Facebook.com/9573527blahblahblah –  just a whole heap of random numbers. You can claim your vanity URL, which will be Facebook.com/yourpagename (or your username – whatever you choose it to be). This makes your page so much easier to find and so much easier to remember.

Writing the Facebook “about” section for your business

Then, there's your about section. First up, you need to pick the right Facebook category for your business. If you have your Instagram business profile linked, this category will show up underneath your headline, so make sure it's the right one. If you're a location-based business, you definitely want to have the address for your location, as well as your opening hours. A phone number and/or email address is also an absolute minimum. You need your customers or your clients to be able to contact you.

If you have a Facebook group, make sure it's linked to your business Facebook Page so that people can find it.

Include a call-to-action button to send people to your website. So, this shows up underneath your cover photo. It's a big blue button – you've probably seen it on a lot of Facebook Pages. It just makes it easy for people to find your website.

Once you've optimised your Facebook Page, then what?

So, once you've optimised your business Facebook Page, there's another thing you need to think about and that is your Facebook Messenger autoresponder. Your clients, your customers or your prospects might wish to contact you via Facebook Messenger. And, if you're not chained to your phone all day and all night (which you shouldn't be), it might be worth adding an auto-response to let people know that you'll get back to them within 24 hours or 48 hours – whatever time frame is reasonable for you.

That way, they know they're not just being ignored. They know that you will get to their message and they're not going to hassle you when you're having family dinner, or on a date night, or something like that.

And, that's all there is to optimising your business Facebook Page.

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