In a previous post, we covered how consumers use Facebook, now let’s chat about how businesses just like yours can and do use Facebook.

If you don’t already have a Facebook Page for your business, let this be the clarion call to get one today!

(Already have a page? Go you. Make sure your page is as optimized as possible with our tips below.)

Why you should have a Facebook Page for your business:

1. It’s free to set-up and manage. It’s like a free digital billboard for your business. (Granted that billboard is in the middle of a remote desert, but we’ll talk about that later.)
2. You can customize and brand your business page. Facebook is a fantastic place to show some brand personality with the images, posts, and videos that you share/post.
3. You can interact with, connect with, and get feedback from your customers and potential customers.
4. Increase traffic to your website and boost your SEO since this is another channel that can drive traffic to your website.
5. Spy on your competitors and your customers for free. 

Convinced? Let’s get you up and rolling!

What is the Facebook Business Page?

This is the fun part of putting your business on Facebook. Yay! 😄 The Facebook Page is where you can add personality, humor, education pieces, selfies, memes, and anything related to your business!

The Facebook Page is the profile for your business. With tabs like Offers, About, Shop, and more, this page can be like an online version of your business or store.

51% of business owners have a Facebook page, so let’s get you on par with, or even ahead of, your competitors. (source) 

Things to include on your Facebook Business Page:

K so you’re doing this! You’re putting your business on Facebook. Here are the things at bare minimum that you need to get started:

1. Page Type: Make sure your page is listed as the most relevant page type for your business (i.e Local Business, Company, Brand or Product, Art, Causes, etc.)
2. Badass Page Username: Give yourself a relevant and memorable Facebook Page username and URL
3. Profile Pic: Add a recognizable profile picture for your business – 360 x 360 pixels (source 1, source 2)
4. Cover Pic: Add a beautiful cover photo or video that helps customers know what to do next (could include something about your newest sale, product, etc.) – 828 x 465 pixels
5. Tab Format: Add relevant tabs to your page like Reviews, Videos, Photos, Community, Offers, Groups, etc.
6. CTA button: Include an eye-catching CTA button on your profile that will help your customers move to the next step with your business.
   1. Examples: Shop Now, Learn More, Download Now, Book Services, Call Now, etc.
7. Compelling About: Fill out your About section with as much brand personality and clarity as possible. If someone visits this tab, they want to quickly know what you do, why it matters, and what they should do next. (source)
8. Contact Info: Include multiple ways for customers to contact you including other social media sites, phone number website, and email.

How to Get Started with a Facebook Page:

If you haven’t already created a Facebook Page, either follow the onboarding process when setting up your Facebook Business Manager or login to your personal Facebook account, click on the arrow in the top right corner, and click Create Page.  

Badass Tip:

Do not just create a Facebook user or personal account and try to use it as a Business Page. This will put you at a huge disadvantage. 👎

Once you’ve created your page, you can access the page itself, your inbox for any private messages, notifications, publishing tools, settings, and insights.

You can now start promoting your page to friends, family, and current customer to get your likes, follows, and reviews flowing.

Why the Facebook Page Matters to Badass Marketers:

Your Facebook Page can become a effective channel for all other digital marketing efforts. With your Facebook Page, you can promote your content, advertise, communicate with customers, share updates and deals, and so much more. The Facebook Page is the hub for all other Facebook tools.

Facebook Posting and the Declining Organic Reach

So your page is set-up, it’s time to start posting and engaging!

You can post about your product, relevant news stories, your thoughts on a topic, blog posts you’ve written or liked, video content you’ve created or admired, and so much more. Be original, be interesting, be funny, and be true to your brand. Think to yourself what you would like to read if you were a viewer of your page.

Monetize It Tip:

Make the most out of your curated posts by including affiliate links (with a disclaimer). This is one way to monetize the occasional post on your Facebook Page.

A way to make your posts searchable for your target market is to include hashtags at the end of your post. Hashtags are a way of connecting posts and topics to one another. So if a viewer were to search for “badass marketing “ on Facebook, they would find one of our Facebook posts that have a #badassmarketing hashtag on it. Plus its super fun to get in the habit of using them in real-life conversations for laughs. #MarketingProbs

The Almighty Facebook Algorithm and Your Business

Badass Tip

Posting on Facebook organically is important, but it’s only a very small piece of an overall Facebook strategy. Don’t spend too much time worrying about your organic posts when there are 20+ other tools that will have a much higher ROI for your business.

Due to Facebook’s algorithm for ordering posts on News Feed and the time it takes to ramp up your page, there’s a good chance that very few of your actual followers will see your post. (Most likely less 3% of your total followers) This is a sad truth about Organic Reach, or posts that don’t have money promoting them. (Source)

Facebook’s algorithm takes into account thousands of factors and weighs thousands of posts against each other the find the right fit to appear into someone’s News Feed. Some of these factors include:

1. Personal content vs. branded content
2. Live vs. recorded video content
3. Number of shares, clicks, reactions, and interactions a post already has
4. The posts that any given person has interacted with in the past
5. Links, images, videos associated with a post
6. The historical ranking of a brand’s posts
7. The completeness of a brand’s page
8. Average amount of time a person spends on the content of the post

But do not dismay!

It’s still important to post your amazing content on a regular cadence and experiment with the timing of your posting. If someone were to search for or visit you page, you’ll want to make sure that they are inundated with your fantastic, timely and relevant videos, images, reviews, and posts.

And, once you start using Facebook Advertising, you don’t want to be inviting all these people back to an empty room. You want it to be a raging party.

Overview: Facebook Page vs. Facebook Business Manager

If your Facebook business page is a credit card, the Facebook Business Manager is like a wallet.

You should sign-up for the Facebook Business Manager if you have:

• More than one Facebook page.
• More than just you working on your Facebook page (or plan to soon).
• Complex Facebook Ads campaigns.

What is the Facebook Business Manager?

The Facebook Business Manager will allow you to manage multiple Facebook pages, use an easier interface for Facebook Ads and Retargeting, and share and control access to your Facebook assets.

Let’s say you skip this step and you have been managing your Facebook Page for a while. But now you want to hire an intern or agency to help with your Facebook account. But, you don’t want that intern or agency to have all your logins and passwords or have to be friends with them on Facebook. This is where the Facebook Business Manager comes in.

Why the Business Manager matters to Badass Marketers:

With the Facebook Business Manager in place you are setting up your business for scalability and growth at the get-go. While a Facebook Page alone will allow your brand to post and see some analytics, the Business Manager feature is how to prepare your business to be a Facebook tycoon.

How to Create a Facebook Business Manager Account, (source)

1. Go to business.facebook.com
2. Select Create Account
3. Enter your business name and then your work business address
4. If you don’t have a Facebook Page created, this onboarding flow will encourage you to create one. Feel free to create on at this point.
5. If you already have a Facebook Page, the onboarding process will encourage you to associate that page with this Business Manager Account. You can request access to your page but then remember to go into your Page settings under “Page Roles” to accept this request.

Need help setting up your page or business manager? Let’s chat! Our Badass Marketing Moms may even have a free Facebook consultation ready for you! 😉 Check out our next post as we discuss Facebook Messenger!

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