Welcome to the third of four blogs in our social media series. This simple guide is intended to provide you with areas to consider when setting up/using Facebook for your business.

With more than 2.6 billion monthly active users worldwide and over 160 million businesses as of the first quarter of 2020, Facebook is one of the most popular platforms, not only for personal use but for business as well. Interaction is key with Facebook, and the platform wants you to work for your credibility.

Remember that Facebook is in a constant state of evolution, so business owners must constantly keep up to date with new developments.

Before anything else, the first step is to focus on the three ‘knows’ to create your Facebook strategy

  1. Know your business – what is your unique voice? How can you bring your brand story to life in a compelling and personal way?
  2. Know your customers – who are they? What content will be important to them and what will engage them?
  3. Know your goals – what kind of relationship do you want with your followers/customers? Do you want Facebook to drive immediate sales or store traffic?

Creating a Facebook business page

Compared to a personal profile, a business page allows you to have access to content creation tools, paid promotional opportunities, and analytics/insights.

Ensure that your page info and about sections are completed as much as possible, including adding a call-to-action button and high-definition recognisable company picture or logo. When choosing a photo, keep in mind that Facebook frequently changes its picture dimensions, which you can find at any given time here.

Make sure to publicise your page and post a link to it where possible, for example, including linking a social icon onto your website.

Employ SEO tactics within your page 

Consider optimising your page so that it best aligns with your brand, as such tactics can help you reach more followers and customers.

Two important tips that can help you achieve this are by using an easily identifiable name and having a prominent vanity URL. This is one of the most important SEO opportunities on the platform to date – when you choose a Facebook username for your page, your URL becomes: www.facebook.com/YOURUSERNAME

Remember that after you set this, you may only change it once!

Regularly post engaging content

Once you’ve created a strong following it’s important to post engaging original content regularly such as updates or photos/videos to share your products, offers and services.

Post content that people are able to click, like, comment on, and share. Engagement is important because it signifies a stronger connection with your target audience. The more people are engaging with your brand, the more frequently you’ll appear in other’s timelines!

Videos are also becoming increasingly popular – between video ads, posts, stories and live streams, Facebook videos garner up to 8 billion views per day. It’s also been estimated that 85% of users watch videos without sound so it’s important to focus on imagery that catches the viewers’ attention!

Lastly, always avoid posting controversial material on your business page as this could backfire and damage your brand.

Schedule your content for when your fans are most active

Facebook offers the ability for you to create a post and schedule it to be published on your page in the future.

Creating a social media content calendar in advance can be particularly helpful. Like any other online content, it can help you establish a schedule for when you share posts. Think about scheduling around special events/milestones or when you are away.

Check out the publishing tools tab on Facebook or use creator studio which also works for Instagram.

Facebook is one of the most comprehensive online advertising platforms today

With the right strategies, Facebook is one of the best tools for targeting a specific audience through paid campaigns. Its algorithm is a bank of knowledge and it knows a lot about its users and uses this information to your advantage when you purchase ads.

Ads can significantly build your brand awareness and it’s a great way to bring in strong leads and inform people of what you have to offer.

Finally, Facebook advertising is in real-time, meaning that if you’re unhappy with the results you can adjust your campaign immediately!

Watch out for our fourth and final blog which will cover Instagram! If you need support on integrating Facebook or other social media channels into your business, we’d love to hear from you.