|Who is this for?||Small Businesses considering online marketing|
|What is it About?||Setting up a Business Facebook Page|
|Reading Time||2-3 minutes|
Facebook for Businesses
Social media is a huge part of our modern lives and as much as we may hate to admit it, it’s virtually inescapable.
I became fairly sure of this fact around the time my nan decided to set up an account – she spends most of the time accidentally sharing my profile pictures to her strange eclectic mix of ‘friends’ rather than liking it – but none the less she has one.
For the purposes of this article, I’m going to assume you have a personal Facebook page so I have refrained from producing a step by step “How To” guide on how to set up an account with pretty pictures. (If you don’t have a Facebook page – they have wizards built in for that)
My aim here is to answer the basic questions we are asked by many small businesses looking at online marketing for the first time, purely to make sure you have the basics covered regardless of whether you use your page regularly or just want it to be there in case someone looks for you.
If you take care of the following, even if you go no further, at least you will look professional to your potential customers.
I’m going to use screenshots from a page I regularly work on for our customers SPARKY’S MATE. They’re a business to business wholesaler who has now gone beyond the basics to create a whole new marketing channel for general information, sales and special offers – but they too started here…
PROFILE AND HEADER IMAGES
After you set up your business page you’ve probably gone straight to add a profile picture and a header image – purely because they are on personal Facebook pages too so you know that bit. But when choosing your images it can say a lot about you as a business. Let’s start with the profile picture.
Always in the middle – Although your profile image (image left) is square when you open it, it will always appear on your page, next to your posts and on your comments as a circle. This makes it very important that you don’t have any funny squares of the white background showing and that everything important is visible in that circle – not floating out of the sides.
Simplicity is key – Use the simplest version of your logo. It’s a VERY small circle next to your comments and you still want people to see what it says. Ideally, it should be JUST your name or JUST the image you use in your logo, less is definitely more.
No low-quality images– if your profile picture is fuzzy it looks sloppy, and it will make your customers think your company is in your mum’s basement with a logo knocked out in Word or Coral Draw. So no, just no!
People get pretty excited about the amount of space you have in the Header. The number one mistake I see is when people think of this as free advertising space. Just think about how many ads you see on the internet in a day; if a customer clicks on a page to have their eyes immediately harassed with a hard sell you may have lost them within seconds – Facebook is a channel where you can inspire people to feel good about their association with you-you want them to feel comfortable on your page, so they think they might feel comfortable doing business with you.
Don’t swamp it with text – you’re going to have ample opportunity to talk about what you do in your posts, their eyes will glaze over. As with your profile picture, less is more.
Don’t put anything on the far left /right– if you use a picture of one of your lovely weatherproof 20A 2 gang 2 way switches for example (…Things you learn in this job, seriously) and you put it right on the edge, with your logo and tagline in the middle it will look great, but only on a desktop computer.
When you load up a business on the Facebook mobile app, your header shows a more condensed version, therefore you won’t see the full image. SproutSocial’s figures show that there are approximately 55 BILLION people that accessed Facebook for Businesses through mobile only in 2018 and that’s not a figure you want to toss aside.
Pick a pretty picture – feel free to use just your logo again on your header, it won’t give a bad impression. But if you are looking to be as engaging as you can- you want to use an image or a photograph ideally. We are simple creatures and if you give us a good quality pretty picture with an obvious focal point, we will always enjoy looking at it. The subject matter is up to you depending on what services you offer.
Take Sparky’s Mate (below), we chose the building as the colour is on brand, we arranged a new sign for them and we wanted to make sure people knew this is a physical place.
Showing a customer the nice, clean building reminds them it’s not a huge warehouse where teenagers pick your order off a numbered shelf- but real people who are experts with real-world experience. It’s true what that say; a picture is worth a thousand words.
You may or may not have spotted this, but if you look under the company name on my print screens of Sparky’s Mate’s Facebook page there is a little soft grey subtitle starting with an @. This is your username on Facebook and you need to set it yourself, you can do that by clicking on it. People use this to tag you in comments, statuses and to jump to your page using a forward slash (wwww.facebook.com/sparkysmate) so you want to make that as easy as you can!
*Please note – you can’t set your username for some business pages such as pages listed as services, but you can for local businesses and places.
Make it memorable – pick the closest thing you can to the company name, bearing in mind you can’t use spaces and if someone else has claimed your name already, you can’t. If that’s the case I recommend using your location on the end of your company name, or ltd if you are a limited company- don’t start using numbers like a 12-year-old’s first email address.
Make it uniform – If you are planning to have an Instagram or Twitter account for the business I would recommend you use the exact same name you want to use on these forums to avoid confusing people when they look for you.
Add a button
Under your header image you will probably have spotted the blue button pictured below, don’t ignore it. This is a great little gadget Facebook for Businesses has popped in to allow you to draw your customers’ attention to wherever you see fit, call it a little bit of personalised marketing built into the template.
The mini-wizard will then give you some options along the lines of book services, get in touch, learn more, make a purchase or donation and download app or game. Your best choice will depend on your business, and if you want to explore you can click an option to see what is available in the drop-down menu so don’t panic if you are unsure.
For Sparky’s Mate, we wanted people to see and buy things from the new website, so we selected ‘Make a Purchase’ and chose ‘Shop Now’ for the button. We then copied in the website URL and clicked ‘add button’. Hey Presto! You now have a permanent little call to action built in on your page.
Don’t skimp on the details
Your about section informs your customer, it’s very important this information is up to date and as full as you can get it. On your business page, if you look at the bar under your logo you’ll see a list of links to pages and you can access the ‘about’ page there. If you click edit in the top left on the about page, it will bring up a pop up with five tabs on it. These tabs just help you jump to particular sections but you can just scroll down filling out as you go if you prefer that!
Fill as much as possible – if your customer is on this tab they want to know, so put in as much relevant stuff as you can on all the tabs!
If you’re a bit low on time right now and you want to come back to it later, or its just making your eyes hurt my advice would be to just check these sections are done:
General- this contains a brief description, as well as ‘categories’ which if you start typing in, will offer suggestions to tag your business. Categories get used in a few places on Facebook when customers are looking at your business and both categories and descriptions get used on the right-hand side towards the top of your page, so it’s worth doing.
Contact section – never miss an opportunity to encourage a customer to get in touch. Fill in every box with a method of contact. That’s the whole reason you are using social media in the first place!
Location – if you have a physical address this is another must have as the map will show up on your page and offer the option for your customer to ‘get directions’ to the location too.
Hours – might not always be relevant, but if you fill this in Facebook for Businesses will tell people when you are open, closed and closing soon when they are on your page (right under where the tags I mentioned). Although Facebook is doing it for you automatically, it gives the illusion that someone is always on the page and it will make you seem more approachable/ reactive.
THAT’S ALL FOLKS!
If you heed these snippets of advice, in the immortal words of Liam Neeson ‘that’ll be the end of it. I will not look for you, I will not pursue you, but if you don’t, I will look for you, I will find you and I will kill you.”
Okay, I won’t kill you…but you’ll undoubtedly take a metaphorical mallet to your business presence online.
If you’re still confused, really don’t have the time or just want this stuff to work, (or if you are looking to get a little more technical such as modifying the messenger settings or getting involved in adverts and targeting) give us a call and find out how we can help.
0114 255 9993
P.S. keep your eyes peeled, next week I’ll be writing some quick starter tips for the social platform of choice for my generation, the ever-changing and growing landscape of Instagram!