By now, you almost certainly have a Facebook profile.
Even my 80-year-old aunt is out there posting on Facebook every chance she gets. (I see a lot of photos of food and cats.)
But if you’re a business owner, there’s a valuable asset you should be taking advantage of within the Facebook ecosystem:
I’m talking about a Facebook Page.
Even more direct – a Facebook Business Page.
Think about it a little like a Facebook profile for your business – one place where you can post about your business, gain an audience, and have your own brand followers.
The best part? It’s easy to create, easy to promote, and easy to gain that audience you’ve been looking for for your brand.
So what are you waiting for?
If you’ve ever been interested, are interested now, or even want to test the waters, read on for information on why you should have a Facebook business page, how to best set it up, and how to optimize your Facebook page.
What is a Facebook Page?
A Facebook page is a lot like your Profile – in fact, it’s essentially the same thing, just specifically for your business.
It’s a homepage for your brand or organization that’s created by someone who represents your company.
Think of it as a valuable and straightforward mini-website for your business. Whether you have your own website or not, a Facebook page can be very beneficial.
Facebook Page vs. Profile
A Facebook profile is a place where you share information about yourself – interests, photos, videos, thoughts, etc. Where you engage with friends, relatives, and even meet people.
A Facebook Page is a place where artists, public figures, businesses, and brands can connect with their fans and customers and attract an entirely new audience.
When someone likes or follows a Page on Facebook, they can start seeing updates from that page in their News Feed.
Note: You must have a Facebook profile to be able to create a Facebook Page.
Facebook Page vs. Group
Groups are a bit different.
They’re a place to communicate about shared interests with specific people. You can create a group for anything — your workouts, a family reunion, a polo club, a book club, or an interest specific to your business or brand.
You can customize the group’s privacy settings, determining who can or can’t join, and if they need an invite.
When you join a group on Facebook, you begin seeing content from that group in your News Feed.
Note: You must have a Facebook profile to be able to create a Facebook Group.
Facebook Page for Business? Do I Need One?
Here’s the quick and dirty about having a Facebook business page:
The Facebook platform is a perfect space for your business to interact with your customers and keep them up-to-date with your latest deals and offers.
And it’s another place to find customers, drive business, engage with your audience (old and new), and, more importantly – yet another place that your dream clients can find you.
In short, it can gain you an audience, increase awareness of your brand, all with a free online presence you can create in minutes.
And if you post consistently, engage with your followers, and continue to build an audience – well, I know people who have built million-dollar businesses just utilizing the Facebook ecosystem, including organic Facebook marketing, Facebook groups, and yes, Facebook pages.
(And I know what you’re thinking, and you’re correct – They’ve done this organically, just with Facebook and no other social media platforms…)
So, in a nutshell, there’s really no downside to creating a Facebook business page, but the upside could be monumental.
But if you’re going to do it and grow your business using it, you have to do it right.
So please read on my new Facebook business page creating friends.
Benefits of a Facebook Business Page
You can gain plenty of benefits by having a Facebook business page, and we’ll go through some of them below:
Tell People How to Get in Touch with You
A lot like having a Google My Business page, having a Facebook business page can have important information, such as phone numbers and email addresses, business hours, your business address, and more.
And just like a Google My Business page, people will go to your Facebook business page to find out this information.
So even if you don’t use it for much else, create it, fill out the pertinent information (correctly), keep it updated, and people will find it.
Note: We recommend using it for more than just your information.
Engage with Your Audience
The beautiful thing about a Facebook business page is that you can not only find a new audience and gain new followers to interact with, but you can also interact with longtime customers and fans.
One day you could create a Facebook post celebrating someone on your team, the next, you could create a Facebook post sharing behind-the-scenes photos. Your followers eat that stuff up – because they rarely see it. It makes you real.
But beyond that, you can use your Facebook business page to promote new products or services, give special discounts, or even ask questions about potential upcoming products you’re looking into.
And people love questions – ask questions, and you’ll get responses.
And if you start asking questions and listen to the responses, your followers will tell you exactly what they want and need.
If done right, it can be a goldmine.
Get to Know Your Audience Better
We talk a lot about knowing your audience intimately (and why you must) in our Social Media Marketing article (if you haven’t read it, check it out by clicking on the link).
But, even if you do have an ideal dream customer in mind, you never know who’s finding your page, engaging with it, and supporting your brand.
And you should continuously be checking.
Within your Facebook page are tools to determine the demographics of your Facebook audience. Then, you can use that data to see who’s actually following you and alter your marketing strategy based on what you’re seeing.
Everyone Loves “Free”…
As in free marketing.
A Facebook business page is free, and many other features are free or low-cost.
Having a page and integrating it with organic marketing is a smart way to potentially reach an audience of billions, with little to no money involved.
Sure, it may take some time, but once you get your strategy down, gain followers, and interact with them, the whole process gets easier and easier.
We like to call it the snowball effect.
Bring People to Your Website
You always want people to know where you’re at.
Do you want to drive people to your blog? Your storefront site? Your podcast? Maybe simply your website?
Then include links in your Facebook profile and posts to drive people where you want them to go.
If you have an engaged audience that enjoys interacting with you, they’ll start following your links to wherever you want them to go.
Your SEO Strategy
Just an essential little nugget here: Just as Google My Business is a boon to your Search Engine Optimization (SEO), having a Facebook business page can help as well.
And we all know SEO is king if you want to start ranking on the first page of Google…
How to Create a Facebook Page for Business
Great, so you’re ready to create a Facebook business page – the first step is to build a quality and engaging page.
And we’re here to help you, read on my friends.
Step 1: Create Your Facebook Business Page
To create your Facebook business page click the drop-down menu in the upper right corner and select “Create Page.”
Or you can follow this link:
Then follow the instructions and answer the questions properly – specifically, make sure you choose ‘Business or Brand’ since you are creating a business page.
Step 2: Add Your Facebook Page Cover Photo and Profile Photo
Maybe you have logos and photos that work here, but often they won’t crop quite right given the size requirements.
So you have a couple of options:
- 1) DIY – this is a great thing to get used to doing, so you can alter your photos when you want. You can use a free tool to do this, like Canva.
- 2) Hire a designer – this may cost a little money, but usually, someone can take images of your choice and make them any size for a small fee.
Expert Tip: Make sure when you create a logo, to ask for social media logos as well – if you can get ahead of it, it’ll save you that headache in the future.
Note: Facebook has a page dedicated to the dimensions here:
Facebook Page Profile Photo
Usually, you’d want to upload your photo, but upload your company logo here since this is for your business.
The ideal size is 170 x 170 pixels.
Facebook Page Cover Photo
Use your cover photo to draw attention, elicit emotion, cultivate curiosity, and more. But also ensure it supports your branding and what you’re about.
A cover photo is a great way to get people to want to know more.
Not sure what to do? Test some things out.
The ideal size is 820 x 462 pixels.
Expert Tip: You can also create a little slideshow with your cover photo; give it a shot.
Step 3: Fill Out Page Information Completely
Fill in all your page information completely and correctly.
- Description – You have 155 characters to let people know what your page is about. Don’t waste it. Use a variation of your mission statement or elevator pitch. Draw people in.
- Categories – You can choose up the three business categories that will help people to find your page.
- Contact information – Any contact information you see fit to add – phone number, email address, website…
- Location – If you want people to come to your physical store, enter your address.
- Hours – Put the hours you’re open if this applies.
Step 4: Tell Your Story
Okay, so you’ve filled out your profile, but you feel that you have more to tell.
You want to tell your story.
Well, you’re in luck; if you click “see more” in the left menu, then click “About -> Our Story,” you can add a more detailed description of your business to set it apart and let your audience get to know what you’re really about.
Tell your audience what you offer and why they should follow your page.
Step 5: Publish Your Page – Invite Your Audience
Note: Before you do this step, read the Optimize section, below!
Well, there you have it. You’ve created your Facebook business page!
Go ahead and hit Publish, and you’re live!
But, before you invite your friends, make sure you read the section below.
Don’t Forget to Optimize Your Facebook Business Page
I’m sure the first thing you want to do now that your page is published is to get it into as many hands as possible.
That’s the right attitude – but the wrong timing.
There are a few things you should do before you start inviting people to like your page.
We’ll go through them here.
And once you’re done, you can scream it from the rooftop.
Create a Custom Username
By creating a custom username for your page (rather than allowing Facebook to choose it), you’re helping people to be able to find your page via the search function.
As a bonus, you’ll also create a custom URL that you can share with others (e.g., https://www.facebook.com/LiveYourLifeNextLevel/).
Before You Invite Your Friends…
Publish four or five posts before you invite anyone to “like” your page.
Make sure they’re relevant, engaging, and talk about your brand, business, service, products, etc.
For example, if you have a restaurant, you may want to post your menu; if you run a meditation studio, you may want to post photos so people can see what it looks like.
Add a CTA
If there’s one thing about social media marketing, email marketing, or any marketing, really, it’s to always add a Call To Action (CTA).
And it’s no different on your Facebook business page.
Under the cover photo of every Facebook Page is a prominent call-to-action (CTA) button. It is an excellent opportunity to get your Page visitors to take an action you want them to take, like going to your website, a landing page, sending you a message, or learning more about your business.
Be creative, try new things, and change it up based on what you have going on in your business (and based on what’s working and what’s not).
But a good CTA in any capacity helps drive people where you want them to go.
So this is just marketing advice on the whole: Always have a CTA.
Pin a Great Post
Almost as great as the CTA is that you can have a pinned post that will sit atop all other posts and just below your Facebook page cover photo.
It’s an attention-grabbing piece of content that will draw the eye of your audience and could make them do something or stick around for more information.
It’s a way to add a more direct CTA, more information about your brand, news about a product or service, or even a top-performing piece of content you want to show off.
When you’ve found a post you want to pin, simply click the three dots on the top right of the post, then click Pin to Top of Page.
Now’s The Time…
I know you’ve been waiting to do this ever since you hit Publish Page – but now’s the time to invite your friends to like your page.
I’m sure you’ve seen it, but Facebook has an easy-peasy feature to tell all your Facebook friends about your page.
In fact, Facebook prompts you to invite them to like your page.
What’s cool about that is, when your friends like a page (and especially if they become engaged in your posts), their friends see the pages they engage with, which could, and should, net you even more page likes.
But don’t stop there!
There are a lot more ways to get your page out there:
- Invite your coworkers.
- Promote your page on your website.
- Promote your page on other social media platforms.
- Promote your page on Medium.
- Put a link to your page in your email signature.
- Hold contests.
- And more! Be creative!
“Like” Other Pages, Too
As with all social media – scratch their back, and they’ll scratch yours, so to speak.
Or, in other words – if you “like” pages, comment on posts, “like” posts, and engage, those business pages will more than likely do the same to you.
And if they do, their followers will notice.
So make sure to find pages relevant to your business, but they don’t necessarily have to be competitors.
It could be close location-wise (that you could even partner with), a product like yours but different, or something synergistic with your brand.
It’s a great way to find more of an audience and eventually get more followers.
The key isn’t just liking their page, however, it’s about engaging with the page and their audience.
Review Your Settings
Find time to regularly adjust your settings based on anything that changes or any new details you see.
You can also see people and pages who have liked or followed your page, control your notifications, and more.
Take a few minutes to optimize your page based on your preferences and requirements, which can change as you learn and as your business (and social following) grows.
Learn from Page Insights
We already mentioned it, but as you know more about your audience, and what content they love (and don’t), the more you should change your output to satisfy their needs and gain more followers just like them.
And the more your followers like your stuff, the more they’ll tell and invite their friends.
To access Page Insights, click “Insights” in the top menu of your Facebook business page.
Insights shares information on:
- Your page’s overall performance.
- Audience demographics.
- Audience engagement.
- Metrics on your posts to gauge how many people they reach.
- Comments and reactions for each post.
All of this is data that can help you plan your future content.
Link to Your Facebook Business Page
Just as linking to your website from your page gets people to your website and boosts credibility, the opposite is also true.
Just keep people following the web of links back and forth :).
It’s Time to Take Action
There’s a phrase that I love from Mr. Tony Robbins:
Don’t let learning lead to knowledge, or you’ll be a fool. Instead, let learning lead to action.
Creating a Facebook business page has no downside, and the ease of creating one makes it a no-brainer.
Set it up correctly and optimize by using the information above, then share your page and post engaging content that your dream customer will like and engage with (don’t forget the importance of questions) – and to everyone who responds, make sure you respond back.
Note: Read about Facebook marketing strategy, so you’re creating great content.
As always, be creative, make your page great, informational, and fun for your audience, and you’ll begin growing your audience in no time.
And once you grow that audience, you can turn them into customers and even brand advocates (so they’ll purchase anything you do.)
And most of all, enjoy the experience!