We all know the first steps are often the most difficult, and stepping into the world of Facebook as a business can seem scary. Most of us use it every day and as a result are on the receiving end of endless content from brands on Facebook too — but would you know how to make a start when it came to building a page for your product or business? Danielle, our social extraordinaire, has one important tip:
“Setting yourself up a Facebook business page does not have to be difficult, but it does have to be good — and that’s where many people fall down. If you’re going to set up a page, make sure you’ve taken the time to prep what you need and are ready to set it up fully. There’s no point setting it up halfway and leaving some of the key details out. If you’re going to go for it, go for it 100%.”
It’s not a tricky process, — in fact Facebook themselves practically walk you through it — but on your side, it all comes down to prep. If you’ve got all the information you need to hand, have a clear idea of what you want from the page and what you’re going to use it for, you’re good to go. But what does that actually all entail and how do you make those decisions for your business? We’re here to help you find out how.
To make it simple we’ve put together a checklist of all the need-to-know info to go through the Facebook Business process without a hitch.
First up is getting your About Us blurb on point. It’s usually an afterthought that people panic and simply enter into the box when asked. However, if you take a bit of time to write a really clear and concise blurb before you get there then you’ll be one step ahead. Be sure to work out what tone of voice you want to convey on Facebook as it should be replicated across all of your content and ad copy in the future.
Next is making sure that your images are top-notch — face it, nothing looks worse than some amateur-looking, pixelated shots or outdated imagery. Invest some time, energy and maybe even a little budget into getting really great pics. If you’ve got a physical business make sure you’ve got both internal and external shots or some cool point of view perspectives. For those with products, think about lifestyle imagery — how can you show your product in an interesting way which contextualises it for those looking at your page? Make sure you’ve got plenty to choose from so that when you’re ready to upload, you’ve got options.
SHOUT to action
Last but not least, consider what you want people to do on your Facebook page. It’s the job of call to actions to act as the next step in your customers’ journey, so it’s important to think about what that looks like and where you’re actually going to be taking them. If you’re looking to capture emails, think about making a bespoke landing page which you can directly link to your social. Or perhaps you’re looking to drive sales specifically — make sure that your call to action tells users to shop now and directs to your online store. It’s pretty simple — you just have to look at it with a wider lens and think about your social audiences’ whole journey, it doesn’t stop at your social page. Then, with the right call to action you have the power to control this to some degree.
Putting your plans into place
In all honesty, once you’ve got the plan in place Facebook makes it relatively simple to set up your business page. Like a complex meal — getting the ingredients prepared before saves you a lot of time and energy when it comes to the actual cooking!
Once you’ve entered all the info Facebook needs (what kind of business you are, your images and blurb content and finally your calls to actions) you’ll be ready to publish. But, we suggest waiting just a little bit longer — we know the suspense must be killing you, but trust us!
So many clients successfully set up their Facebook business page but then have no provisions for what to post. When you’re making and publicising your new page, it’s important to make sure you start posting straight away. That’s why we suggest making a plan for what you’re going to be posting on Facebook. It doesn’t need to be a super-complex social plan but just an idea of how many times a week you’ll be looking to post. Try to plan this at least a week in advance so that you can calendar it in as a regular task. Think about using each slot for a different type of content. For example, let’s pretend you have your own up-and-coming gin brand. Here are a few ideas for what you could post.
Mondays: reposting an influencer or publication’s review of your gin.
Wednesday: a charming gin-based recipe.
Friday: a competition or offer for your gin.
Of course, this will differ from brand to brand, but variety is key. Also, ensure that lots of your posts have a link to your website or to another source so that users can continue their journey from the post. With a little bit of planning, posting won’t seem like such a chore and you can make sure your page is full of great content quickly.
So now you’re ready to hit publish and get posting. Once you’ve got your page up and running be sure to turn your messaging on. Facebook Messenger is a great way to effectively manage your customer service, it’s an opportunity for your customers to ask you questions directly rather than have to go through a complicated email system. If you can, try to check it at least once a day to ensure that no prospective customers are left in the lurch too long and that you can keep on top of questions and requests.
When it comes to organic posting, you’ll be in good stead once you’ve followed these steps. However, another mistake we often see is the assumption that once this is set up you’ll automatically be ready to run paid advertising on the platform. Unfortunately not, my friend — that’s a whole different ball game. But we’re not going to overcomplicate things, you can check out our guide to Facebook Ad Manager here.
Tracking and keeping standards high
Facebook Business is super effective at tracking — it’s pretty much an open book which details how well your platform is performing. Just click on the Page Insights tab to get access to helpful reports. But what do they mean and what are you supposed to do with them? Below are the details on them and how they can actually help your business.
Your post reach and engagement: this allows you to see what is and isn’t working. Use this to shape the sort of content to post more in the future or as a stimulus to try something new.
How many people called your business using your page: this one’s pretty simple. To be honest there isn’t much to action here unless you’re wanting more people to use this as a means to contact you. If that’s the case, calendar in a couple of posts to encourage users to call via Facebook.
How many times you’ve responded to a customer on messenger and how long, on average, it took: use this to see a) whether it’s worth your time to keep checking it and b) if you can be better at it if it is. If you do find lots of your customers using it maybe it’s worth having a rota of employees which check it every couple of hours to make sure it’s covered but not any one person’s burden.
How many people checked in: seeing how many people have visited and those that are socially active. If you are a physical business and you’d like more people to tag/check in it might be worth adding some signage in store to encourage customers to tag or check-in.
Of course, ‘likes’ are also a huge indicator of how well your Facebook Business page is going, so always keep an eye on those too. If you’re really keen, keep a record of these reports on a monthly basis — tracking your progress month on month to see how the page is gaining traction.
We hope you’ve found our help with your first steps into the Facebook Business world useful. Now you’ve got the foundations in place, take a look around our blog for more ideas for how you can smash it on Facebook. Alternatively, if you’re looking for a bit more hands-on advice,
get in touch.
We’d be happy to help you with any Facebook worries or digital marketing woes.
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