If you haven’t heard by now, Facebook is kind of a big deal. Everyone is on Facebook. Everyone is using Facebook all the time. Whether they’re at home and it’s one of the many tabs open in the internet browser, or waiting patiently at the doctor’s office scrolling through their news feed, people are constantly soaking as much information on Facebook as they can.
While it’s surprising to see how much of a role social media plays in our lives, it’s even more surprising to see how many small business owners still aren’t paying attention. They’re still living in the stone ages, chiseling their marketing strategies on stone tablets.
But, seeing as you’re reading this article, I’m guessing you’re one of the smart business owners who have finally come to terms to realize that you need a Facebook Business page. Actually, not having an official Business Facebook page is costing you thousands of dollars on missed opportunities to reach a bigger audience. It is one of the most effective marketing tools these days, and today we’re going to walk you through setting up your Facebook Business page, and more importantly how to setup a good Facebook Business page.
Step 0: Take your time
As mentioned, we are going to take you through the steps of setting up a business page on Facebook. However, we first need to understand that this task is not to be taken lightly. You cannot afford to setup a lousy, half-baked Facebook page and except your customers to treat you as a reputable business. This is your opportunity to share your company and your story with millions of people, for free! You need to spend the necessary time to create a thorough Facebook page, providing enough information about your business to establish trust with potential customers.
Remember, this is free marketing! Facebook favors pages that are complete. That is, the more information you fill out, the more sections you complete, the more Facebook will reward you by showing your page and posts to more people.
Step 1: Signup with Facebook
The first step is to setup your own personal Facebook account. This is because a Facebook Business page doesn’t have it’s own separate login account. You access the Facebook account from your own personal account, and only from your personal account. This is why, in order to create a business page, you first need a personal page.
If you already have a personal Facebook account, then you can skip this step. If not, head over to Facebook and create an account.
Step 2: Create a Page
Now that you have your own Facebook account, let’s create your page. Go to Facebook Pages and click the green “Create Page” button in the top right hand corner
From there, you will want to select “Business or Brand”, use your business name as the Page Name, and find a category that best suits your company.
What if I don’t have a business name?
Some professions, like Realtors for instance, don’t have an actual business name. If you are a real estate agent or in a similar situation, then you need to be more focused on creating your brand. Your Page Name will be your Team Name or brand. It’s important to get this right the first time, as Facebook makes it very difficult for your to try and change later. I’d suggest sitting on your name for at least 24 hours before you commit to it, to see if it still resonates with you the next day. Ask your co-workers, family, and friends if the brand name/ team name sounds good and professional. Here’s a great article by FitSmallBusiness that helps you with choosing a great real estate agent brand. Real Estate Team Names: How to Build a Brand That Lasts
Putting your address down is very important because it not only builds trust with your customers, but also helps draw local traffic through searches and advertising. So it’s always recommended to jot an address down. If you work from a home office and don’t want people others to know where you live, you can click the “Don’t show my address” checkbox and Facebook will only display your city, state, and zip.
It says “Optional” but again, Facebook favors complete pages. You want to build trust with your customers. If you don’t have a dedicated business line, then consider a Google Voice number if you’re short on cash, or something like Grasshopper or MightCall if your budget allows for it.
Then click the blue Continue button
Step 3: Upload a profile picture and cover photo
Almost always should you be using your company logo as your profile picture. The only exception to this would be to use a headshot picture that was professionally taken (so no selfies or allowing Uncle Jim to take it with his iPhone). Again, this would only be for realtors or other professions where it’s a very personal and relationship based business. If you’re not in this type of business, use your company logo. If you don’t have a good company logo, hire a graphic designer to make you one. It’s a vital piece to establishing your company brand.
You have a little more flexibility when it comes to the cover photo. Some important things to keep in mind though is:
- it must be professional
- it must build trust with your audience
- it should contain your company logo, your team, or your brand
- it should be relevant to your business or what you do
- it must be the right size to fit a Facebook cover photo
For instance, if you’re a real estate agent, then consider a cover photo of a “For Sale” home with some banner text that reads your team name and contact info. If you’re a dentist, consider a high quality photo of your office or a patient during an exam. If you have a high quality photo and just need to add some text, your logo, or give it a little flair, then check out my other blog article on Creating Images for Social Media or my walk-through YouTube video on Creating Images for Social Media.
Step 4: Edit your page information
Remember, Facebook favors complete pages, so really take your time here to fill in as much information on this section as you can. To edit your page info, go to your new Facebook Business Page’s “Home Page.” From here, you should see an icon with 3 little dots in it (on the right side of the Share button right underneath your cover photo). Click on this button, and the first option in the drop down will say “Edit Page Info.”
This section should give a high-level overview of your company. You are limited to 155 characters in this section though, so make sure you only highlight the most important aspects that explains your business, like the elevator pitch of what your business does. This section is extremely important because the short little description is like the meta data that Facebook will use to show others what your company is about, so it’s usually the first impression your audience will see about your company on Facebook.
Enter in the most specific categories about your business. Facebook will only allow you to use 3, so choose them wisely.
This section should already be filled out during the initial page setup, but in case it’s not, enter in your company phone number so customers know how to call you.
If you have a website, write that down here too. If you don’t have a website, feel free to reach out to us at New Block Marketing for a free quote!
Write down your support line email if you have one, because this will appear on the page’s “About Us” section. If you don’t want customers knowing your personal email address, be sure to include your professional work email address here or company support email address.
This one is incredibly important. Much like the importance of setting up your hours on your Google Business account, customers HATE IT when they try to research a company online to find out they can’t even take the couple minutes to show their customers what their normal hours of operation are. FILL THIS SECTION OUT!
Use the products section to give a description of the types of products or services you provide. Don’t get too detailed here, as there is a different section on your page where you can itemize each individual product, menu, or service.
Here’s the good part. How hard was it fitting the most important details of your business within the 155 character limit of the description page? Well here’s your chance to really tell customers about your business. You can get really detailed here. The more information the better. If people have gotten this far on your business page to read your company overview, then you’ve already got them interested. This is the section where you need to really sell these leads on why they should become customers. Explain your history, your present, what you do and why you do it. Get them interested and finally give them a call to action. Tell them to call you or point them to your website.
Step 5: Fill out everything else
Wait, what? That’s not very helpful.
Sorry. I hate to finish this article off with something as vague as “now finish the rest of it on your own,” but the truth is, there’s isn’t exactly a cookie-cutter template for everything else. Facebook Business Pages have A LOT of options, and not all options are suitable for all types of companies. Some will require A, B, and C, while others only need B and C but will require D and E.
The good news is that Facebook really strives to make things as simple for you as possible. Start by going to the main Page Settings section. Back on your Facebook Business Home page, click on the “Settings” button on the top right hand corner.
Now, like I mentioned, there is A LOT of options to go from here. I will explain some of the more important ones quick that a lot of business could benefit from, but it’s important that you spend the time necessary to go through and optimize your Facebook page. (If you want help crafting the perfect Facebook page, we provide this service at New Block Marketing for a small fee. We’ll make sure your page stands out against your competition. Contact us to learn more).
General > Page Verification
You should consider verifying your page with Facebook. Most of the time if you have a proper business phone line, they can verify you with an automated phone call. Otherwise, you may have to submit some documentation for page verification, like your company’s Articles of Organization or business utility bill or something. A verified page on Facebook gives users more trust in the company.
This section is great. You can setup automated messaging for your customers when they try to message you. This will save a lot of your time if they try to ask you a quick question, you could point them to your FAQ page (thus driving them directly to your website) or even something as simple as acknowledging you received their message and will respond back to them in a timely manner (but don’t use a vague statement like “timely manner,” use an actual metric and stick to that promise, like “We will get back to you within the next 6 hours).
Templates and Tabs
This section will edit the available tabs or menu items that display on your page. This part should really be crafted to your own needs. A restaurant could put a tab that will show the user a page of their Menu, but this tab wouldn’t make any sense to have for a Real Estate Agent. However, items to make sure you do include and put at the top should be:
- Products (if applicable)
- Services (if applicable)
- Shop (if applicable)
Don’t have time to do everything yourself? Delegate this task to someone else (like New Block Marketing) by setting them up in the Page Roles section. Word of the wise though, you should only have 1 admin, which should be yourself or the head of your business. If you setup anyone else as an additional “Page Administrator” then they could potentially delete you from your own Facebook Business Page!
Questions, Comments, Concerns?
Again, this is free marketing. Customers don’t want to see a blank and vacant business page. I’ve personally gone on a local business page before, saw there was no activity, and wondered if they were even still in business. More and more people are relying on social media to give them accurate and up-to-date information. Don’t miss out on these opportunities by not taking care of your social media pages.
Engage with your audience
Social media management takes up a lot of time because it requires you to actually engage with your audience. If you’re not posting at least once a week, your information becomes stale and users will wonder if the company is even active. Some business only require once a week, others may require a few times a day! If you want help in the management of your social media, we at New Block Marketing would love a chance to discuss how we can help your business grow through social media marketing and management. Reach out today for a free quote, consultation, and marketing audit report on your online presence versus your competition.
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