With 2 billion monthly active users worldwide, Facebook demands our attention. Businesses across all sorts of industries (including B2B) are using it to grow and maintain regular conversions with customers. Amber Williamson, Founder of Digital Willow, explains how to create the perfect Facebook Company Page.
Here we map out some key steps to follow to ensure your Facebook page is working hard for your business, making it easier to find and helping you to stand out from your competition.
- Include ALL contact details multiple times
There are so many opportunities for you to put your contact details on Facebook, so utilise them all. Include as many of your contact details as you can; your phone number, website, email, address and Facebook messenger handle. It sounds simple but you would be surprised how many companies we see with missing details, which result in lost opportunities for your business.
- Fill in the ‘about’ section
The ‘About’ section is the first place where your customers will look. Include both a brief and in-depth description of your company. Update any milestones you may have reached for your company, for example when you win a new client, when you acquire a new business, open a new branch or add a senior hire. You can (and should), include any product updates you may have. Provide your customers will a list of services which you offer, place a short description about each one with an image (if possible).
- Verify your Facebook page
Are you verified? Getting the Facebook verified tick on your page adds credibility to your page. It says to your customers, “we are a legitimate company and we are the original”. For low effort it is worth doing this as your business will appear higher in search results, most likely on the first page. How? To verify your Facebook page, go to your page settings then click page verification, then you need to insert a number which is linked to your business and in a matter of seconds you will receive a code to put into Facebook, quick and easy right?
- Create a username
Create a username that is easily recognisable for your customers. Having a username makes it easier for people to find your Company Page in search. Pages with usernames can also create custom URLs that let people quickly visit and message them. It will also allow your customers to easily chat to you in Facebook messenger. Messenger is an area that Facebook are pilling lots of investment into and it is worth getting up to speed with it now. It may be a good idea to keep the handle the same as your handle on Twitter, to keep up consistency and ensure it is easier for customers to find you.
- Posting content frequency
Undeniably, Facebook pages with more content, where content is posted more frequently, get better engagement, retention and likes. Take a quick look at how often you post on your channel. If you don’t post frequently enough, you won’t look as reliable, active or as interested in your customers. Opposingly, if you post too often and at a poor standard, there is a chance people might hide your content from their feeds. Think of posting content as a means to provide your customers with useful, thought-provoking insight and information. Also, be sure to post both videos and photos to improve your engagement levels, as well as pin your important posts to the top of your page.
How often should you post content? This can be difficult to answer as it does depend on your Facebook page for example how many followers you have. According to Neil Patel, if you have over 10k followers, we suggest posting content at least 2 times a day, however if you have a smaller following posting once a day will be enough.
- Laser-sharp Targeting
Show your posts to the right audience for free (please note this is currently not available to everyone). If you can, leverage the free tools that Facebook offers to target a specific audience with your content. With this tool you can target people with content you assume they will enjoy and be receptive towards.
- Monitor engagements
On Facebook there are several ways for customers to respond to you, so you are going to need to nominate someone to watch your Facebook page for the latest comments or messages (if you haven’t already done so). Let’s look briefly at the ways customers can get in touch:
- Replying to comments: Customers may reply to your posts with comments. If they take the time to do so, it’s important to make them aware that their opinion matters. Challenge yourself to a reply time of under 1 hour. Even if the comments are negative, you should still reply to them, in fact, especially so. Only trolling comments should be deleted.
- Messaging: Online messaging is becoming increasingly popular as more of us (me included), would rather chat with someone online, than have a cold call with a stranger and listen to hold music. Facebook messenger have 3 billion monthly active users worldwide and growing. Nominate someone to response to any chat messages as quickly as you can manage it. Keep in mind that anything more than 5 minutes will annoy someone who potentially could have been a sale.
- Reviews: Respond to both negative and positive reviews written about your business. Negative reviews will help you learn and allow your customers to have a dialogue with you where you can express your plans to improve. Positive reviews should be shared and thanked. They are a terrific way to attract new customers. Think of ways to encourage your existing customers to leave reviews on your Facebook page.
- Add call to action buttons
Facebook can be a great engine to drive more traffic to your website; but only if you make it easy to do so. Add a ‘call to action’ button to your page; simply click the blue “Add a Button” box. Once this is done, you will be able to choose which type of call to action you would like to promote, this ranges from things like “Learn More”, “Watch Video,” “Sign Up,” or “Book Now” — and each can be customized with a destination URL to send potential customers to the most appropriate page.
- Relevant categories
Facebook allows you to have 3 ‘categories’. A category is a field which makes it easy to describe your business, whilst keeping some uniformity within the platform. For example, a bank may be set in the ‘Finance’ category. Don’t forget, some people use Facebook as a search engine (in preference over Google or Bing) to find businesses, so use all 3 categories to clearly road sign what your business is all about.
- Brand consistency with cover images and social posts
To improve brand identity and recognition, a professional approach to posting would include a templated image that may include your logo or branding colours. Here is an example of ours:
Some further tips to improve your brand identity are:
- Include links to your website in posts.
- Ensure your page has eye-capturing a header image; this can be updated if your company has any deals or offers to promote.
- Include a relevant profile image, maybe this is even as simple as using your company logo.
- Create a relevant hashtag to go with your pieces of content
- Consider tagging handles when it is appropriate to include someone into the conversation.
The amount of attention and care you put into your physical shop or your website, is the same amount of attention and care you need to give to your Facebook page to turn your Facebook traffic into sales. We’ve seen these hacks increase engagements by up to 10-15% a month for brands, showing just how valuable your page can be.