Apr 30, 2020
If you have a business, then it’s a good idea to create a Facebook business page. You can use it to let people know about your business, products, and services. And it can help you reach millions of potential customers, as well as their ‘friends’. Read our handy guide and find out more about Facebook business pages, and how you can create one for yourself.
When setting up a social media experience for your business on Facebook – or on any other social channel – you’ll begin by creating a company profile. To complete your company profile, you’ll need to create and upload assets, including profile pictures and cover photos.
Making a strong first impression is vital on social media, as users are moving between profiles and feeds very quickly. So always choose images that depict your brand in a positive or engaging way. For example, use a brand logo as your business profile picture or an engaging image that depicts your brand - this might include your products or people. This image can be updated regularly to fit with your marketing calendar. For example, you might add snow to your logo at Christmas time, or love hearts on Valentine’s Day, and so on.
When it comes to the cover photo, ensure there is a focal point in the photo. You can include light calls-to-action like phone numbers or current special offers, but don’t forget to update them regularly.
To complete your company profile, you’ll also need to add a short bio to introduce your business and what you do. Make sure that the tone of the bio is appropriate to your audience and consistent with your brand’s own tone of voice. Some social channels also allow you to include a ‘contact details’ section and links to your website.
The most important part of setting up a social media business profile is to think about who you are talking to, how they like to be communicated with, and how you can engage them with your brand message and meaningful content. So do take the time to fill in all of the sections with your target customer in mind.
It’s also vital to keep the information you post as consistent as possible across all the sites. Ensure that the images, videos, and text that you use are consistent with your brand. You may have conversations with the same people on multiple platforms, so you’ll want to position your brand in a way that’s easy for them to recognize and engage with.
Now let’s look at how you can set up a business page on Facebook. Well, there are two ways to do this:
1. Create a standalone page
The first way is to create a standalone page from your existing personalFacebook profile. However, this is quite basic and has limited functionality.
2. Create a Business Manager account
The second wayis to create a free Business Manager account, and create or import client pages to that account. Facebook Business Manager allows you to post content and create ad campaigns, and is the most efficient way to manage your Facebook presence for business.
To create a Business Manager account, follow these steps:
Tip: It is also possible to Add an Existing Page which you own, or Request Access to a Page from a client.
It is recommended that digital marketing professionals choose to run and manage social activity through Facebook Business Manager, as it allows for more precise targeting options, centralized management of all pages and ad campaigns, integration with Instagram, and other enhanced features that aren't as readily available through native page creation. Overall, you can do more, and do it faster, with Business Manager, and this will give you an edge over competitors who opt for the native platform.
When you’ve created your business page, you can get busy posting! When posting content on social platforms like Facebook, there are some tried-and-tested best practices that you should follow. Here are three golden rules:
Let's talk about page posts. Facebook page posts are great ways to generate engagement with your fans and target audiences. Through page posts, you can share company news, product announcements, tips, contests, events, stories, and more.
There are a variety of different page posts available to marketers on Facebook. Let's go through each one:
After you’ve created a Facebook business page, you can take the next step and create a paid promotion campaign on the platform. Follow these steps to create a paid Facebook campaign using Business Manager:
Keep the following in mind as you create your campaign:
It’s important to choose the KPIs and objectives you’d like Ads Manager to optimize your Facebook campaigns towards:
Note: Facebook and Instagram are usually more effective in the awareness and consideration stages of the buyer’s journey.
Audience targeting helps you show your ads to the people that are most relevant to your message based on location, demographics, and their behavior off of Facebook. By selecting the right targeting options, you can implement a strategy that focuses on reach and precision at scale while eliminating waste.
People factors include:
Ad location factors include:
Budgets, bids, and run dates
There are a number of budgeting and ad serving options available on Facebook.
First, let’s look at budgets. You can set daily budgets and optional campaign spend limits for ongoing ‘always-on’ activities with no end date. You can also set lifetime budgets for campaigns that have a specific end date, so you only spend up to that budget limit.
Next, let’s turn to bidding. You can control your bidding options on Facebook. It is recommended that you set your bids to Automatic Optimized Cost per Thousand Impressions, or CPM. However, you could set your bids to Manual CPC or to Target Cost, for app installs or leads.
When it comes to your ad schedule, you can set ads to only serve at certain times with lifetime budgets. Depending on the campaign objective, you can also allow Ads Manager to optimize your different ad formats, to drive specific actions for that objective. For example:
There are a number of creative formats available to use on Facebook. These include:
Experiment with the different creative formats, and test to see how they engage your audience and how they deliver on your objectives
That’s it! Now you have the basic tools you need to set up a Facebook business page and to advertise on the platform. So don’t get left behind. Start making the most of Facebook and its powerful features today, and let the world know about your brand or business. You’ll be glad you did.
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