Does your company have a Facebook site?
How to optimize your company's Facebook page
Facebook is still the top dog among social media networks. To keep it that way, the network is constantly expanding its range of functions. A TV app was recently presented that signals the industry giant's appetite for new business areas. For companies, the presence on Facebook is now mandatory. In addition to the pure “We're also here” signal, your own company site offers a number of advantages if you take good care of it.
A Facebook page can be used to build a community around your brand in which you can answer customer inquiries, share information with your target group and get to know your fans better thanks to functions such as target group statistics.
Also, if you plan to advertise on Facebook, your company needs a Facebook Page anyway.
Download this free guide and learn how to turn Facebook traffic into sales in four easy steps.
If your company doesn't have a Facebook page yet, then with 1.13 billion active Facebook users every day, you're missing out on the chance to reach a huge community. Here's what you can do to help your brand's Facebook page achieve the success your business deserves.
How to optimize your brand's Facebook page
Learn more about best practices in Facebook marketing - with the free social media training the Hootsuite Academy.
Choose a search engine friendly page name.
The first step to making a Facebook page successful is making it discoverable. So make sure that everyone can easily find your brand's page when they're looking for it. In plain language: give your site an immediately recognizable, unambiguous name - preferably that of your company. Do not work here with stylistic ideas that differ from your official brand name or logo. Otherwise it will be difficult for customers to recognize your company.
Your instincts may tell you that the name of your Facebook page should include every relevant keyword. But he is deceiving here: a plethora of keywords usually indicate spam, and this calls into question the legitimacy of your site. Rather, the name should be clear and simple.
Create a customized vanity url for your page.
Another way to make your Facebook page more discoverable is with a vanity URL. Once your page has 25 likes, you can set a custom URL (or page “username”) that better describes your company. This custom Facebook username can only be selected once, so think about it carefully.
Each username can only be claimed once by a person or company - so the sooner you set it, the better. You can check whether your vanity URL is still available at http://www.facebook.com/username.
To change your Facebook Page username, click the About button on the left side of the screen. Then click on “Edit” next to “Username”. Be sure to choose a clear and precise username - preferably the name of your company and your Facebook page.
Make sure you have useful information in your company's “About” section.
The “Info” tab on your Facebook page can save your company a lot of time and headaches. If a customer wants to get in touch with your company, it is very likely that they will look for contact information in the self-description on your Facebook page.
Under “About”, share useful information such as your website URL, phone number, address, other social media accounts, and business hours.
Download this free guide and learn how to turn Facebook traffic into sales in four easy steps.Download the free guide
It is also a good idea to provide information about your Facebook Messenger policy - such as the availability of your customer service representatives and the estimated time it takes to answer an inquiry. In this way, on the one hand, you control the expectations of your customers and, on the other hand, you can oblige your customer service representatives to meet certain criteria.
Large companies like KLM Royal Dutch Airlines also indicate under “Info” when they are busiest. You also list your site guidelines, including the estimated response time to customer inquiries and the company's own code of conduct. Such guidelines will help your audience understand how to manage your site.
Upload a dynamic cover photo and profile picture.
Your page's cover and profile picture give you the chance to make a good first impression. So make sure that these page elements are immediately recognizable as symbols of your brand and align with the brand image.
Your profile picture appears next to your company name in search results and whenever your page interacts with users. It can be seen on the left of your Facebook page and is a good place to put your official logo or an image with a logo overlay. The size recommended by Facebook for the profile picture is 180 x 180 pixels; on the desktop it is displayed as 160 x 160.
The cover photo is the most prominent image on your Facebook page. Facebook recommends 820 x 312 pixels as the ideal size. Your logo doesn't have to appear in this image, but it should be thematically related to your brand. For example, the natural cosmetics and bath product giant Lush uses the photo of one of the brand's own bath bombs as a cover image.
So think about what first impression you want your Facebook Page to be and choose those images accordingly.
Link to your Facebook page.
With backlinks you increase the credibility of your company website and improve your visibility in Google search results.
So link to your company's Facebook page as often as possible. Include a backlink at the end of your blog posts each time, and also link from your website where it makes sense and is useful. If possible, ask other companies and bloggers to include the link, e.g. E.g. when you provide content to other sites or when these sites mention your company.
Include an appealing call to action.
What should your Facebook page visitors do? The answer to this question should align with your overarching business goals - and determine what the call-to-action looks like on your part.
Facebook made the “Call to Action” button available for pages in 2014. You can choose from the buttons "Book now", "Contact us", "Register", "Play video", "Use app", "Play" and "Shop now".
Check out Facebook's step-by-step guide to learn how to add a CTA to your Facebook Page.
Note the audience statistics.
The more information you have about your target audience, the more content you can create that directly targets the needs of the audience. With Facebook's audience statistics, you can easily collect data on how your fans interact with your page and the content you share.
The audience statistics provide you with information about the overall performance of your site, including audience demographics and interactions. They'll also show you metrics on your posts so you can see how many people you've reached with it. You can also find out how many comments and reactions you have received with certain posts - and this data makes it easier for you to plan future content.
An essential feature of the audience statistics is the ability to find out how often your "Call to Action" button, website, telephone number and address have been clicked. This data is broken down based on demographic criteria such as age, gender, country, city, and the device used to access the site. In this way, you can tailor your content even more precisely to the target group.
Choose your tabs carefully.
You can customize your Facebook page with tabs.
These tabs can be seen on the left side of the page and contain standard options like "Info" and "Photos". If you want to optimize your site, add more tabs and apps that will improve the user experience for your target audience.
Apps for creating Facebook tabs - like TabSite - let you create custom tabs that you can use, for example, to draw attention to promotions and contests, announce special offers and reach potential customers.
If you are a developer or work with a developer, you can also create your own custom tabs. For more information, see the Facebook Tab Developer Guide.
Your Facebook page is an important and useful asset for your business. With a few strategic changes, you can use them even more efficiently for the benefit of your brand.
Use Facebook in Hootsuite to easily schedule your posts, share content, interact with your fans, and track the success of your activities. Try it now for free.
This article initially appeared under the title “How to optimize your Facebook Page for Businesses” on the English-language Hootsuite blog.
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Maryam Lawal is responsible for content marketing at Hootsuite. She detects new trends around social media and also looks after our community.
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