Here are three things to do for your Facebook Business Page.
Fill out your entire profile. Take advantage of every search field available. Be sure to:
- Put in all contact and location information, including your website address
- Enable all features that allow users to send messages and leave reviews
- Include a company description, mission statement, profile picture, and cover photo
Optimize Facebook search. More and more people use Facebook’s native search engine, looking for brands their peers and friends recommend. So, consider what keywords people will use as search terms on Facebook. Put these keywords in your brand description, and also collect as many on-platform positive reviews as you can, to further boost search results.
Use the analytics. After your Business Page is created, learn how to promote your business on the platform. Facebook offers Insights analytics that admins can access from the Page itself. It tracks things like clicks, messages, Page views, likes, post engagements, recommendations, post reach, and your responsiveness score. You can also use third-party analytics tools, which provide even more data than Insights.
Now here are some things you shouldn’t do with your Facebook Business Page.
Don’t stray from your brand. Make sure the look and tone of voice of your Facebook Business Page lines up with the mission of your business. You can be more casual on Facebook, but your brand personality should match the one on your website and other communications.
Don’t stay comfortable. Experiment with different content. Facebook is the place to find new ways to capture your audience’s attention. Post a mix of infographics, videos, photos, and other visuals. This gives you a shot at seriously boosting your organic reach and going viral. Putting variety into your posts also promotes consistent engagement, shares, likes, and comments.
Don’t wait for the world to interact with you. Create opportunities for Facebook followers to interact with you. Come up with contests, ask followers to submit photos of themselves relating to your brand, invite questions and comments, and reply in a timely manner. Personal customer interactions build trust in your brand, and reward people who come back to your Page.
Don’t ignore third-party tools. Some make it way easier to manage and promote your Page; others help you produce better content to engage your target audience.
Don’t post sporadically. Create a posting schedule appropriate to your brand and your audience, and stick to it! If you don’t post regularly, people will stop checking in, but if you post too frequently, you could annoy people who will then stay away.
Don’t dismiss Facebook Ads. The reach of your Facebook Business Page is limited to those who searched for your business on the platform. You can extend this reach by using Facebook Ads targeted to your audience by location, interests, even buying behavior.
Don’t skip ad testing. Paying for testing actually saves you money by making sure you don’t blow your budget on Facebook Ads that don’t work. Testing different versions of an ad tells you which one works best, so the money you spend to run it delivers the biggest return.
