With 2.7 Billion monthly active users Facebook is too big for businesses to ignore. Some businesses can manage their entire structure on the platform from marketing and lead generation to order fulfillment and customer support. Setting up your business page is an important first step. These are the seven steps I feel are essential for every business. I still see a lot of businesses skipping these easy steps and I know it can cost them business so make sure your business page has its best foot forward by following this guide, it really is the minimum you should be doing.
- Create your page. Decide what type of account you want to set up, your choices are either a Business/Brand account or a Community/Public figure page. This of course depends on your company structure and how you want to connect with your audience. Most businesses set up a Business or Brand account because that most closely aligns with their business structure and goals. The Community pages are for organizations to spread information to members of that group and the Public Figure pages are for influencers, artists and similar businesses where on person or a small group is the brand. As you are setting up your page make sure you choose carefully since changing the name and URL is a troublesome process.
- Add some photos. Specifically, you need your profile photo and your cover photo. A good idea for your cover photo is to put your business logo there as most brands do. If you have something unique and recognizable about your business you could put that as your profile photo like a mascot or specific building. The cover photo should express your brand personality or be a second place to express your Call to Action (CTA). Many businesses put up a generic picture as the cover photo and are missing an opportunity to speak to your audience. Of course there are lots of ways to show brand personality or deliver a call to action, make sure whatever your cover picture is that it aligns with your goals on Facebook.
- Add a short description of your business. This description will appear on the side of your page as well as in search results when people are looking for a business like yours. There are two things your description should do, first explain what your business or at least this page does or what it is for. Second, to show off your brand personality. After reading the description people should have a good idea what they are going to find by looking further. Of course you have to keep it short, under 255 character, on top of all that. A good description takes a while. Get something on the description and improve it late if you have to, something is better than nothing.
- Create your business name. This is the name that will appear in your URL and will be how people tag your page. Make it logical and simple so people will remember it easier, most likely you will just use your business, group, or artist name. If your preferred name gets taken you have to get creative probably by adding something to your name. As an example, “the real”, ‘the original”, “the best” are some ideas to get you thinking about how you can get your Facebook name to stand out. Make sure to use it as you promote your page by placing the @ symbol in front of it every time you tag your page (remember, no spaces when using this method).
- Set up your page roles. If you are the only one in the business this is simple but the more people who help with your marketing the more roles you need to set. Each level, Admin, Editor, Moderator, Advertiser, Analyst, and Jobs Manager each have different abilities to manage your page. Remember that if you make someone an admin they can do pretty much whatever they want on your page. As the owner you can still remove them but only give the level of access your team truly needs and make sure you trust who you add to roles on your page.
- Set up your notifications. In the settings, you can set up what type of notifications you want to receive, how often and where you want it sent. Keep in mind this is how you will keep track of and interact with your page so make sure you are receiving enough notifications to easily run your business page. Some notifications are critical and depending on how hands on you will be with your page you may get multiple messages per day.
- Add your call to action. One of the most important things is your call to action (CTA). A call to action is when you encourage the visitor to your page to move to the next step in becoming a client. Usually Facebook isn’t the final destination of your clients journey, you need to get them to your webpage, email list or some other place to turn them from a visitor to a paying client. Make sure your call to action is clear and they understand what will happen by clicking the button. Being vague or misleading will result in not only fewer clients but fewer people interacting with your Facebook page. Not everyone is ready to be a client yet, but if you are clear and honest when they are ready to engage your business they will be more likely to do so and become your customer.