For any brand trying to promote themselves online, having a great Facebook page can be a highly valuable asset. There are plenty of good examples of corporate brands using Facebook in order to boost their visibility and popularity, and in all these cases, the result has been increased media coverage, better brand awareness, more sharing and ultimately more business.
And the great thing about Facebook, is that the amount of time and money you need to invest is relatively small compared with say SEO or running a website for that matter. Once you’ve built your Facebook page, it’s relatively quick to fill it with new content, which means you can keep growing your likes and attracting more visitors while only spending a few minutes a day to create new posts. That doesn’t mean it’s easy to come up with great content but the actual amount of time you need to put in is small nonetheless.
But it all depends on having a good page to start with. Here’s how you can ensure that you do.
Choose Your Category Well
It is simple to begin creating your Facebook page. The first thing you’ll be asked is to choose a ‘classification’, with the options being as follows:
- Local Business or Place
- Company, Organization, or Institution
- Brand or Product
- Artist, Band, or Public Figure
- Cause or Community
Make sure you choose this carefully, as it will lead to different options for you to fill in allowing you to provide more relevant information for your visitors. For many, either one of the top two options will suffice but if your page is for something you’re selling specifically rather than your business, ‘brand or product’ may be a better fit.
Add Text and Images
Once you’ve done this, you’ll need to fill out your ‘About’ page, your ‘Mission’ and any details. Make sure for your opening hours, address etc. that you stay consistent across the net. This is important for your search optimization.
For your ‘About’ text it’s worth spending some real time to try and create great copy, as hopefully the page will be seen by millions of viewers. If you don’t have someone on your team who’s good at writing, hire someone who is.
Next, you need to choose your images. Before you create any photo albums you’ll need to pick a profile picture and ‘cover image’. These should sell your brand and feature your logo prominently, while at the same time creating pleasant visuals for people spending time on the page. Make sure your images are high def and well composed. Think of the cover page as a banner ad and title all in one, and make sure it really sells your company.
Photo albums meanwhile can be a great way for you to show off your ‘value proposition’ or the tone of your business. Photos of your team working together always go down well, as do relevant images of people enjoying your products or the lifestyle that your business serves to promote. A clothing business for instance would probably feature images of their clothes, as well as well-dressed people just enjoying life.
Posting well is an art and something you will learn over time. The key though is to post regularly, to include images where possible and to recognize the kinds of things that go viral. Making memes, videos and GIFs that promote your message will make your content more sharable, while offering discounts and special offers will provide your followers with more value. Here are some more tips.
Also, it is important to engage with your audience. This means occasionally answering comments and creating campaigns that encourage participation. This should be a platform for communication, not a one way monologue.
Of course, the specifics of what make a Facebook page great will vary between companies, audiences and industries. Focus on making your site high quality to begin with then but be sure to keep an eye on the feedback and the data to help guide you in your decision making. With a little trial and error, eventually you’ll find your groove. However, if you’re not putting in the time then you may as well not have a Facebook page at all. Alternatively in such cases, it is better to contract the work to a social media marketing company to help you reap in the benefits of having a Facebook page.