When it comes to business, first impressions are everything. Something that applies just as much to Facebook business pages as it does any other type of business. This is why anyone looking to set up and launch a Facebook business page really needs to know exactly what they’re doing, as opposed to simply making things up as they go along.
Your Facebook business page is essentially your online storefront. It’s the immediate image portrayed to new and existing customers alike, telling an important story about the way you do business. Unless you can suitably impress them in an instant, they’ll simply find what they need elsewhere.
The good news is that it’s relatively simple to set up a professional-quality Facebook business page, starting out with a regular Facebook profile and using the following guidelines accordingly.
Creating Your Page
Step one is to create whichever type of Facebook business page you need, which involves clicking the arrow in the upper-right-hand corner of the page and selecting the ‘Create Page’ option. After which, you’ll be presented with six different types of business pages to choose from:
- Local Business or Place
- Company, Organization or Institution
- Brand or Product
- Artist, Band or Public Figure
- Cause or Community
It should be relatively obvious which suits your requirements best, so make your choice accordingly and enter all information as prompted. Now and throughout the process, be meticulously careful to ensure that the information you enter regarding your business is flawlessly accurate.
Add Important Company Info
One of the biggest mistakes you can make when setting up a Facebook business page is to fail to provide as much information as possible. Always remember that the more fields you leave blank, the more of your profile will come across as incomplete and unprofessional.
Even the slightest gaps here and there can have a huge impact on your credibility.
Exactly what kind of information you need to provide will depend on the type of business you run and which type of Facebook business page you’re building. To get the job done right, keep the following tips in mind:
- Make your username relevant to your brand and easy to remember
- Think about keywords and search terms at all times
- Provide an engaging and interesting ‘Company Overview’, without going into too much detail
- Ensure you provide links to your other social accounts and your primary website
- Focus more on your achievements and merits than sales spiel
- Include comprehensive information regarding your location, opening hours and so on
- Use the ‘About’ section to communicate your USPs and backstory
- Have at least one other person proofread everything before publishing it
The content of your Facebook business page needs to be both complete and flawless in quality, in order to deliver the right first impression.
Add Profile, Cover, and Album Images
It’s no secret that a good picture can be worth way more than a thousand words. Something that was never truer than in the case of social media. If looking to gain a competitive edge on Facebook, it’s all about the visuals.
You’ll need to think carefully about the profile picture, cover picture, and general album pictures you upload.
Generic stock imagery is, of course, the easiest option, but it’s also the least advisable option when looking to boost your authority and credibility.
Use high-resolution original imagery to portray your brand in a positive light, investing as much time and effort as necessary in sourcing premier photography.
Profile and Cover Images
It’s worth remembering that Facebook profile pictures are square, which means you may need to think slightly more strategically about the image you use. What’s more, while the profile picture on-screen may be relatively small, it still needs to be of sufficient quality so as not to appear blurry.
Just to confuse matters, Facebook cover photos are rectangular. So once again, you’ll you to take this into account when deciding which picture to use. As the cover picture will appear significantly larger on-screen, it’s imperative to ensure that it is of sufficient quality. If there’s even the slightest hint of blurring, you cannot expect your Facebook business page to be taken seriously.
Add Album Images
As for album images, this is your opportunity to show your target audience who you are, what you do and perhaps even where you do it. In a working example, a retailer could show images of the products they sell, their physical store, the staff behind the scenes and so on. Restaurants typically sharing images of popular dishes, ingredients, chefs working in the kitchen etc.
Once again, the importance of exclusively using original imagery cannot be overstated. The same also goes for high-quality imagery. Take the opportunity to provide a snapshot of your business and the people behind the brand. This is a great way of breaking down the usual business-customer barriers and showing the world who you really are.
Manage Your Page Tabs
Most people simply leave the tabs on their Facebook business page as they are, unaware of the fact that they can be edited, rearranged and added to with new tabs. It’s up to you if and to what extent you play around with your page tabs, but it can nonetheless be a good way of simplifying and streamlining the user experience.
Standard tabs include Photos, About, Posts and so on, but there are also additional tabs that can be added such as Shop, Services, Events, Menu etc.
If you have the skills and experience to handle it, there’s also the option of creating custom tabs from scratch. You’ll need to work with a third-party tool to make it happen, but chances are you’ll be fine with the various tabs Facebook makes available.
Add Collaborators if Required
By this stage, your Facebook business page will be pretty much ready to go. As such, the only thing left to do is decide if and to what extent you want anyone else to be granted access to its backend.
If you’re running a small business, it could be a case of you and you alone taking charge of your Facebook business page. If it’s a larger and more complex operation, you can assign six different roles for collaboration, which Facebook describes as follows:
Admin: Can manage all aspects of the Page. They can: send messages and publish as the Page, respond to and delete comments on the Page, create ads, see which admin created a post or comment, view insights, respond to and delete Instagram comments from the Page, edit Instagram account details from the Page and assign Page roles.
Editor: Can send messages and publish as the Page, respond to and delete comments on the Page, create ads, see which admin created a post or comment, view insights, respond to and delete Instagram comments from the Page and edit Instagram account details from the Page.
Moderator: Can send messages as the Page, respond to and delete comments on the Page, create ads, see which admin created a post or comment, view insights and respond to Instagram comments from the Page.
Advertiser: Can see which admin created a post or comment, create ads and view insights.
Analyst: Can see which admin created post or comment and view insights.
Live Contributor: Can go live as the Page from a mobile device. They can’t: comment as the Page, create ads, access Publishing Tools or view insights.
All you need to do to assign these privileges is to head to ‘Page Settings’ and choose the ‘Page Roles’ option, after which you’ll be prompted to enter the required information accordingly.
Observation and Optimization
Last but not least, if you really want to make a success of your Facebook business page, you need to approach it as a continual process of strategic observation and optimization. No Facebook business page has ever been launched as a 100% flawless page – there’s always room for improvement.
Also use analytics and your own observations to determine what’s working, what could stand to be improved and what should perhaps be eliminated entirely. With sufficient focus, you’ll soon be looking at a Facebook business page with every potential to outperform the competition.