Once you have successfully created your Facebook Page for Business, it’s time to sit down and optimise it for maximum engagement.
Facebook Business Page optimisation – 6 steps to get you there
1. Utilise Page Insights
It’s important to learn as much as possible about your audience because when you do, you can create just the perfect content to entertain, enthrall, and excite them as well as speak to their inner desires.
Facebook Page Insights contain a plethora of data about how your followers are interacting with your Business Page and content. In the Manage Page menu, click in Insights – this tells you a lot about how your Page is performing, including audience engagement data and their respective demographics. You can also see the number of people who have already interacted with your content and what kind of comments and/or reactions they left on your posts.
An excellent feature of Insights is that you can see how many people visited your website, clicked on your CTA button, viewed your business address and phone number, etc. Since this data is segmented according to age, gender, device and other demographics, you can easily tailor your future content accordingly.
2. Add a pinned post
If there’s any important piece of information or a ‘super important’ post you want your visitors to see the moment they visit your page, put it in a pinned post. Examples include a promotional event, a new product launch, a limited-time offer, etc.
Pinned posts show up just under your cover photo and you can even put a scroll-stopping item there to make your visitors stick around.
To create a pinned post, simply create a new post and then click on the three dots on the top right. Then click Pin to Top of Page. After you pin it, it will show up under the PINNED POST heading at the top of the page even though only you can see this. For your visitors, they will see this pinned post as the very first post under ‘Posts’.
3. Like and follow other Facebook Pages for Business
Seems counter-productive, right? It isn’t.
Since Facebook is a social media platform – the most popular one at the moment – it makes sense to use your Business Page to interact with other businesses to build a community.
We’re not saying go straight to your competitors and extend your hand out but you can visit other pages related to your industry – so, those that essentially not your direct competitors.
For instance, say you’re running a leather goods shop in a large shopping mall – you can always connect with other businesses selling other stuff in the same mall. They don’t even have to do anything with leather goods. This is how smart businesses leverage the power of Facebook: building digital connections to give more weight to their own business.
From your Facebook page, click on the three dots under your cover image. Click on ‘Like as Your Page’. Hit Submit. Now, allow us to tell you why this practice is important in terms of optimising your Facebook business page:
When you like another business’s page, the owner receives a notification. Chances are they will check out your page – some are even generous enough to like and leave a comment. Once you see that another business has checked out your page, liked it or left a comment, you can start engaging with them. From your page, click on News Feed in the left menu, and this will let you see the pages you have followed.
The more business pages you follow, the more people will check out your Facebook page for business and pass the word around. And, the more you engage with them, the more passive marketing you can enjoy to make your products and services more popular. The best part is they are not even your direct competitors.
4. Use other web pages to link to your Facebook Business Page
Backlinks are important in boosting your credibility and improving your ranking on search engines, in addition to helping guide potential customers to your page. To acquire backlinks, simply include a link to your Business Page at the bottom of blog posts are specific product/services or landing pages on your website.
Once you get an opportunity to collaborate with other companies, bloggers, industry experts, etc. ask them to do exactly what you did.
5. Use templates and tabs to your advantage
Tabs refer to the different sections of your Facebook Page like the Posts or About section. You can decide which tabs appear on your business page from the Manage Page menu.
Not sure which tabs are ideal? Check out Facebook’s integrated templates. Each template will have its own set of tabs and buttons in order to accommodate different kind of business needs. For example, the Business template will have tabs for events, groups and videos.
To access templates and tabs, go to the Manage Page menu, then Settings and then Templates and Tabs.
6. Check your settings
Your Facebook Page settings are designed to help you understand who will manage the Page, who can view posts, the people and business pages you have liked, and so much more.
Think of the Settings tab as the ‘behind the scenes’ for every customisable feature you have at your disposal. In order for your Business Page to be optimised exactly how you want, you should spend some time exploring each setting.
In the Manage Page menu, you’ll find Settings.
As you build a better following for your Page, your business preferences and requirements will likely change, which means you will need to be on your toes and update your settings to reflect the changes. In fact, if you set up an account for Facebook Business Manager, you can make the process even easier because that will allow you to control who administers your Page and the different roles that your team members will take.
While this article acts as a good starter’s guide for optimising your Facebook Business Page, there’s a lot more that you can do to ensure that your following grows steadily and people always choose your business as the business.
Our digital marketing and Facebook marketing experts have years of experience helping businesses gain momentum and would love to share their insights with you.