We now live in the time of social media, where everything is shared online, from food to pets to family reunions. Facebook, specifically, has made networking and sharing very easy and accessible.
People log-in to Facebook not only to share what’s happening in their lives but also, what they want to have in their lives.
With Facebook boasting that they have 1.23 billion active monthly users in 2013, businesses know that reaching people through Facebook is a cheap and effective way to connect with their target audience.
The question now is, is Facebook also right for your business? Should you be using Facebook to help you grow your business?
Short answer – Yes. Your business should be using Facebook.
With 700 million daily users, 150 billion friend connections, and 25% of Facebook users checking their accounts five or more times a day – we don’t see why not.
According to statistics, in an average week, there are more than 645 million views on local business Facebook pages and over 13 million comments. In addition, 33% of millennial consumers say they would more likely buy from a company if it has a Facebook page.
It’s time that you get your business on Facebook and start directing them to your newly formed business.
But the question now is how do you manage your business’ Facebook account? Sure, Facebook is an important tool for marketing, but how will you implement it?
It can be overwhelming, so we are here to walk you through the basics of creating a business page for your business and what steps you need to take to get it noticed.
The first step is to create your own personal Facebook account and a solid plan. Keep in mind you can’t have a Facebook page if you don’t own a personal account. So, if you still don’t have one, here’s how to get started:
Once there, you will see the ‘Sign Up’ button on the upper left of the page beside the Facebook logo. Click ‘Sign Up’.
Remember, you need a personal account to be able to manage your Facebook page. If you want, you can change your personal settings later so no else sees your personal account. That is if you want to maintain privacy and are just looking to market your business page.
After clicking the ‘Sign Up’ button, fill out the Sign Up form. Once you’ve signed up and logged in to your personal account, we will create your Facebook page.
(Don’t worry, even though your Facebook page will be tied up to your personal account, Facebook doesn’t allow the public to see information about the administrators of the page.)
Once logged in, go to https://www.facebook.com/pages/create.php to start creating your own page and click on local business or place. (Or whichever category fits your business best.)
Now, fill out the form with details of your business, check ‘I agree’ to Facebook Pages Terms, and click on the ‘Get Started’ button.
After successfully filling out the form, you will be redirected to another form that you’ll need to fill out to set up your business page. Although it has a ‘Save Info’ and ‘Skip’ options, it’s a good idea to fill out these details. By filling out all of these details your business will look more professional.
When you add your category, more specific categories come up, choose one that best applies to your business. For our example, we used ‘Restaurant’ and clicked on ‘Italian Restaurant’. Don’t forget to fill out all the other necessary details such as the description of your business, and your website – if you have one. Your unique Facebook address (URL) is also important. A unique and branded URL will make it easier for people to find your page. Remember that you can also only change it once after this, so please double check it. It’s a good idea for you to use your business name which should be consistent with all your online usernames. For instance, our Facebook page address is www.facebook.com/startupsavant. And yes, we would love for you to ‘like’ our page!
Next, upload the profile photo for your business. You can either upload the image from your computer or use an existing photo from your website. We highly recommend that you use your business’ logo. (If you don’t already have one, check out Fiverr or 99designs.)
Next, add your business to your Favorites. It isn’t necessary, but doing this will make it easier for you to access your business page. It can be hard to find if you don’t.
The last thing Facebook will ask you – is if you want to promote your page to get some ‘likes’. You may want to wait until you understand Facebook a little better and have a social media marketing strategy before you spend any money. So hold off on an ad campaign for now.
Facebook will then ask you to like your own page. Just click on “like”!
To build audience, you may also choose to email your contacts and ask them to ‘like’ your page. However, we recommend that you first have some posts available on your page and finish updating it. You’ll be able to go back later and invite them. Keep in mind that people go to your page for content. So your page needs to be visually appealing, too.
Now that you’ve successfully created your page, it’s time to beef it up! Lets start by adding a cover photo. Click ‘Add a Cover’ and choose a photo that would best reflect your business. Remember to use a quality and visually appealing photo. Your photo must at least be 399 pixels (standard is 851 pixels wide by 315 pixels high). If your photo is larger, you will be able to reposition it to fit the space. Facebook has a rule where your cover photo must not have more than 20% text so make sure to check your cover photo before uploading. You can use this website to check your cover photo.
After uploading your cover photo, your page should now look something like this:
Post something (status message, photo, video, etc) that would help your page gain more ‘likes’. Content is key in engaging more people to ‘like’ your page. Here is a great article if you’re still not sure what to post on your Facebook page.
Update your page information. You will see this option as you scroll up the page, in the upper right side. Updating your information will help your audience know more about your business. Doing this will also give your business more credibility.
Now that you have filled everything out and have posted a few ‘updates’, you can invite your friends to ‘like’ your page! You should also go back and invite your email contacts to ‘like’ your page now too.
Congratulations, you have officially set up a Facebook page for your business! Are ready to manage it? Setting up and managing your Facebook page is a full-time job. It requires a good strategy, consistent updating and monitoring. Once you’ve set up your Facebook page and promote it to the public, there’s no turning back. You have now committed yourself to your page and your audience. Which is fantastic. You’re on your way to building a stronger and more efficient business. Let’s dig a little deeper and understand some of the terms and between your personal account and your Business’ Facebook page.
Your Facebook page needs an admin, or someone who will run your page. Whoever creates the page is an admin, by default. This could be you, or someone else in your business. The admin is the one responsible for posting content, engaging the audience, and creating the buzz needed for your page. There can be as many administrators as you need. If you want, you can delegate this responsibility to a social media manager. Especially if you want to concentrate on other parts of your business. Keep in mind that there are different administrative roles you can assign. We’ll outline those below.
Manager – The manager can manage admin roles, send messages and create posts as the Page, see which admin created a post or comment, create ads, and view insights. Content Creator – The content creator can edit the page, send messages and create posts as the Page, see which admin created a post or comment, create ads, and view insights. The content creator cannot manage admin roles. Moderator – The moderator can respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights. Advertiser – The advertiser can see which admin created a post or comment, create ads and view insights. Insights Analyst – The insights analyst can see which admin created a post or comment and view insights.
One of the differences between a personal account and a fan page is the insights. Facebook insights allow page administrators to measure the effectiveness of the page and posts. In other words, if people like what you’re posting or not. Facebook insights are a collection of statistics about your page and its performance over certain periods of time. It also shows data about the audience you’re getting (who likes the page, their gender, their age, where they are from, the language they use, etc.) This data is important for your marketing strategy so you know when to change up if something isn’t working. Your page ‘likes’ show how many people ‘liked’ and ‘un-liked’ your page, your post reach shows the number of people who saw your posts, and your engagement shows the actions that will help you reach more people.
If you want to gain more ‘likes’ for your page and engage with more people – you can promote your page to your target audience. Facebook allows you to budget your advertisements and page promotions. You can also choose how may days you would like to run your advertisements or if you would want it to run continuously. To learn more, check out the Facebook Marketing Bible.
Now that we know the why and the what, it’s time to answer the how. How will you use Facebook pages to market your business? A strategy is always important for a Facebook page. You don’t just put anything and everything in your Facebook page. It needs to be able to talk to your audience and deliver the engagement you need.
By now you should know who your market is but if you are a new business who doesn’t know this yet, this is the first thing you should do. To learn more about defining your target market, read this article at inc.com. Once you have your market in mind, know about their shopping and online habits. How often do they log-in to Facebook? What time of the day do they usually go online? Do they shop online? By figuring this out, you’ll know what and when to post on your Facebook page.
The only way to measure success is by setting clear, measurable goals. How many likes would you like to have at the end of the month? What kind of audience engagement do you want to see in your page? Would you want your post to have likes, shares, or comments? By setting these goals, you will be able to check if you’ve reached them through your Facebook insights. If you’ve reached them, you know you are doing well and should continue what you are doing. If not, it allows you to review your strategies and think of another one, if needed.
Remember that your page needs to be updated often. You should post a content at least once a day and no more than three. Your audience ‘liked’ your page to see updates from your business. It’s your responsibility to let them know what your business is doing and what offers you currently have. The best way to do this is create a content calendar where you can see what kind of posts you would be posting. Also make sure that your content is in line with your marketing strategy. Here’s a sample content plan:
Talk to them! Ultimately, it’s your audience that will help your business page the attention it needs. Every like, comment, message, post, and share by your audience will help you reach more people. So, talk to them and engage them.
What is the tone and voice of your business? How will you talk to your audience? Is it funny, serious, witty, or friendly? What would your business sound like if it can talk?
What is your marketing strategy? Some people go straight to doing without planning and strategizing. Don’t be lazy, think of your strategy first before doing anything.
“If you don’t know where you are going, you’ll end up someplace else.” – Yogi Berra
After you have planned, strategized, and implemented your strategy, it’s time to monitor your results. Did you reach your intended goals? Do you need a new strategy or will you continue with what you have been doing? People sometimes make the mistake of not monitoring their Facebook pages but it’s important to know whether you’ve been successful in your marketing or not. Otherwise, you may have wasted time, energy, effort, and money without even knowing it.
Now that you know why you need a business Facebook page, what it is, and how to make use it to market your business, do you think you’re ready to dive into Facebook marketing? We think you are! Don’t be scared of new technology and new media. Facebook is just like the real-world market place, you just need the right attitude and the right skills to succeed.
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