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Using A Facebook Page vs Profile For Marketing Your Business

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Using A Facebook Page vs Profile For Marketing Your Business


When we think of local search, we tend to think of Google. Yet 2/3 of Facebook’s weekly users visit the Pages of local businesses and organizations near them.

Not only does Facebook rank at the top for most used social networking platforms, but parent company Meta owns four of the five top-ranking platforms including Facebook, WhatsApp, Instagram, and Facebook Messenger.

With over 2.91 billion people worldwide actively using Facebook to connect and share experiences, it’s no surprise that businesses are finding ways to optimize their marketing capabilities on Facebook.

Currently, over 200 million businesses use Facebook to market their business.

Optimizing your businesses’ Facebook presence is becoming more important than ever to make sure you are reaching your target market.

In this guide, you’ll learn which is best for your business – a Facebook Page or a personal profile? You’ll see how to set up a Facebook Page and find answers to frequently asked questions about them, too.

Facebook Page Vs. Facebook Profile FAQs

A Facebook Page is an excellent way for businesses to connect with current and future customers, promote events and discounts and share information about their business.

Additionally, Facebook Pages offers many more capabilities and opportunities than a Facebook profile can accomplish.

Facebook Pages and profiles have different intended uses.

It’s essential to understand each one so you can select the best way to display your business online.

Is there a difference between a Facebook profile and a Facebook business page?

By Facebook’s definition:

“A profile is a place on Facebook where you can share information about yourself, such as your interests, photos, videos, current city, and hometown. To see your profile, click or tap your name or profile picture at the top of Facebook.”

Pages are places on Facebook where artists, public figures, businesses, brands, organizations, and nonprofits can connect with their fans or customers. When someone likes or follows a Page on Facebook, they can start seeing updates from that Page in their News Feed.”

In short, Facebook profiles are for personal use to share experiences and content between friends and family.

Since you wouldn’t want to share your personal information with your customers or blur the lines between a business Page and a personal profile, making a separate Page for your business is essential.

Another unique aspect of Facebook is its Groups, which shouldn’t be confused with or used instead of a Facebook Page.

Facebook Pages essentially offers an additional storefront for your business where Facebook Group’s goal is online group collaboration and communication.

Is a Facebook Page for business free?

Just like a Facebook profile, a Facebook Page is free.

However, although it’s free to set up and manage the Page, it’s important to consider how you might want to market your business through Facebook.

For example, you may want to invest in Facebook Ads to get more visibility so you can ensure you’re getting the leads you need and reaching your target market.

How Can I Create A Facebook Page For A Business?

The good thing is that creating a Facebook page is relatively simple. You can have your page up and running in just a couple of steps.

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Follow these steps below or go to the Facebook Help Center if you need additional assistance.

How To Create A Facebook Business Page In 5 Simple Steps

1. Add Page To Profile

First, make sure you’re logged in to your Facebook account.

Go to Create a Page, which you can find here.

Don’t worry, your personal Facebook profile will remain private. The Facebook Page needs to link to a personal account to work.

If other people manage the Facebook Page, they can use their profile to access the Page. They just need to be added as an employee or admin first.

2. Fill Out Initial Facebook Page Information

Enter your business name in the page name section, then enter the most relevant business category.

Screenshot taken by author, February 2022
Fill out Facebook Page information.Screenshot taken by author, February 2022

You can choose three different categories relevant to your business when you enter this information.

Facebook will help by giving suggestions after entering keywords that will link to your business.

Adding short description into your Facebook PageScreenshot taken by author, February 2022

Then enter a short description of up to 255 characters and click Create a Page.

If you need to, you can stop here for now, but continue to the next step to fully maximize your Business Page.

3. Select Images

Add the cover photo (which individuals will see when they search for businesses in your category) and Page picture (which people will see when they go to your page).

Then, after reviewing how these pictures are displayed, click save.

Add a cover photo.Screenshot taken by author, February 2022

4. Link Accounts & Create A Username

You can now link the account to WhatsApp and Instagram.

Connect Facebook Page to social media accounts.Screenshot taken by author, February 2022

You can also add your username and custom URL. This is what people can use to search for your business on Facebook.

Your username can be up to 50 characters, but it must be at least five characters long with no spaces or underscores.

Create Page username.Screenshot taken by author, February 2022

Then click create your username.

5. Add Further Business Information

Now, move on to filling out the rest of your business information.

Here you’ll fill out the business hours, location, and link to your website.

Remember to Add Buttons where necessary to direct customers to what you would like them to do on your Page (more about buttons later).

If you would like to complete this information later or need to update it, you can go to Manage Page and click Edit Page Info.

How To Optimize Your Facebook Page

Don’t forget that Facebook has its own internal search engine, too.

Optimizing it for search and including helpful information for visitors will help you get found more often and convert more visitors to customers.

Fill In All Available Fields With Accurate Info

Your Facebook Page should be an extension of your website – just like your Google Business Profile.

Your Page must reflect up-to-date, accurate information customers can use to contact and engage with your brand.

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Create a couple of initial posts to start engaging with potential customers. You can pin a post to the top of your Page if you want people to read something specific when they visit your Facebook business Page.

Use Video To Your Advantage

You can also create a feature video or go live with relevant promotions, discounts, or important information.

The benefit of going live is that when you do so, the live video will go to the top of your followers’ newsfeed.

If you’re interested in posting videos to your business Page, make sure they are around 30 seconds in length to increase the likelihood customers will watch all the way through.

If you’d like to post longer videos, make sure they don’t exceed 90 seconds.

When you post videos directly to Facebook, they will play automatically when Facebook users scroll through the page.

Invite Fans & Give Them Ways To Connect

Other quick things you can do are to start inviting your Facebook friends to like your page, begin liking relevant pages, and join Facebook groups in your local community so people can start learning about your business.

Customers want multiple ways to communicate with your business efficiently. That makes it vital to have a plan for managing messages and other forms of engagement like posts, comments, and reviews.

It can help to create a tone guide and brand voice as well as standard operating procedures for whoever is managing your social media sites.

Once you have a plan to optimize customer engagement, you can add the option to leave reviews and message your business on your Page.

First, go to the Tabs section to add or remove the review section and add your shop or potential job listings through the Tabs section.

Next, go to Page Settings and then General to add messaging to your Page to add messaging.

Additionally, you can go to the messaging tab to customize your messaging experience.

You can utilize Meta Business Suites to consolidate your Page, Messaging, and Instagram to one location.

Schedule Posts & Measure Performance On A Regular Basis

In addition, you can schedule and manage posts on both Facebook and Instagram through Meta Business Suites.

You can also create ads and track insights and trends through Meta Business Suites to help inform your posting strategy.

To fully take advantage of your Facebook Page’s optimization opportunities, take advantage of the analytics available and incorporate keywords throughout your Page and the posts.

Sometimes, Facebook creates a Page if one doesn’t exist for a business. It’s important to claim any existing pages that are floating around on Facebook representing your business.

You can merge pages to your new business Page with simple information, such as a utility or phone bill or through the business email, articles of incorporation, business license, certificate of formation, or business tax file.

Then you can go to the unclaimed Page and click “Is this your business?” to merge the Page.

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Facebook Page FAQs

What makes a good Facebook Page profile picture?

Your logo is ideal for a Facebook business page profile picture. A professional, high-resolution photo of the products or services you provide would also work.

Facebook suggests you use an image of 170 x 170 pixels.

Remember, the image will display in a small circle, so make sure it will look good on both mobile and desktop when displayed.

Additionally, Facebook suggests the format should be a .png file.

What size is a Facebook page cover photo?

For a cover photo, Facebook states the image on a computer will show at 820 wide and 312 pixels tall.

However, when a customer views a picture on their phone, it will display at 640 wide and 360 pixels tall.

You’ll want to leave enough room at the margins for your cover photo to render any text or imagery you’d like people to see properly at both resolutions.

Additionally, make sure to select an engaging cover photo as it is the first thing users will see when they click on your Page.

How do I share posts from my Instagram account to my Facebook Page?

Whoever adds the Instagram account to the Facebook Page must be an admin for the Facebook Page. Make sure the Instagram account is a Professional Account, as well.

Then, you can click on your profile picture and go to the settings, and then click “account” and then “sharing to other apps,” and you can share from your Instagram account.

How do I switch into my profile or Page in the new Pages experience?

Once you log in to Facebook, you can click on your profile picture at the top right and select the Page you would like to use, which will open to that Page’s newsfeed.

To switch back into your profile, click go to the top right of the page, click the profile photo, and select your photo.

What are Facebook buttons?

Facebook buttons are a great way to customize your business Facebook page and allow your customers to contact you and book a service or shop.

Edit Facebook action button.Screenshot taken by author, February 2022

Remember, to edit the Page, you’ll need to have access to the account by being an admin, editor, or moderator.

Creating a call to action button is a great way to show what you want your customer to do, such as “book with you” or “call now.”

What Other Tools Does Facebook Provide Businesses?

Facebook has numerous tools to help optimize your Facebook business Page, including App Events via Facebook SDK, Offline Conversations, and Facebook Pixels.

These tools are designed for “website owners and publishers, app developers and business partners, including advertisers and others, to integrate with Facebook, understand and measure their products and services, and better reach and serve people who use or might be interested in their products and services,” Facebook says.

Conclusion

Properly utilizing Facebook’s social media marketing capabilities are essential to build authority for your brand and engage with potential and existing customers.

Using the right Page type gives you access to tools and features built for businesses like yours.

Use the steps above to create the most optimized and efficient Facebook Page.

More Resources:


Featured Image: Kaspars Grinvalds/Shutterstock 





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7 Ways To Use Google Trends For SEO & Content Marketing

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7 Ways To Use Google Trends For SEO & Content Marketing

Google Trends is a surprisingly useful tool for keyword research, especially when using advanced search options that are virtually hidden in plain sight.

Explore the different Google Trends menus and options and discover seemingly endless ways to gain more keyword search volume insights.

Learn new ways to unlock the power of one of Google’s most important SEO tools.

The Value Of Google Trends

While Google Trends is accurate, it doesn’t show the amount of traffic in actual numbers.

It shows the numbers of queries made in relative percentages on a scale of zero to 100.

Unlike Google Trends, paid SEO tools provide traffic volume numbers for keywords.

But those numbers are only estimates that are extrapolated from a mix of internet traffic data providers, Google Keyword Planner, scraped search results, and other sources.

The clickstream data usually comes from anonymized traffic data acquired from users of certain pop-up blockers, browser plugins, and some free anti-virus software.

The SEO tools then apply a calculation that corresponds to their best guess of how that data correlates with Google keyword search and traffic volume.

So, even though paid SEO tools provide estimates of keyword traffic, the data presented by Google Trends is based on actual search queries and not guesses.

That’s not to say that Google Trends is better than paid keyword tools. When used together with paid keyword tools, one can obtain a near-accurate idea of true keyword search volume.

There are other functions in Google Trends that can help dial in accurate segmentation of the keyword data that helps to understand what geographic locations are best for promotional efforts and also discover new and trending keywords.

How To Use Google Trends For SEO

1. Get More Accurate Data By Comparing Keywords

Google Trends shows a relative visualization of traffic on a scale of zero to 100.

You can’t really know if the trend is reporting hundreds of keyword searches or thousands because the graph is on a relative scale of zero to one hundred.

However, the relative numbers can have more meaning when they are compared with keywords for which there are known traffic levels from another keyword phrase.

One way to do this is to compare keyword search volume with a keyword whose accurate traffic numbers are already known, for example, from a PPC campaign.

If the keyword volume is especially large for which you don’t have a keyword to compare, there’s another way to find a keyword to use for comparison.

A comparison keyword doesn’t have to be related. It can be in a completely different vertical and could even be the name of a trending celebrity.

The important thing is the general keyword volume data.

Google publishes a Google Trends Daily Trends webpage that shows trending search queries.

What’s useful about this page is that Google provides keyword volumes in numbers, like 100,000+ searches per day, etc.

Example Of How To Pinpoint Search Volume

I’m going to use the search phrase [how to lose weight] as an example of how to use Google Trends to get a close idea of actual search volume.

The way I do it is by using known search volumes and comparing them to the target keyword phrase.

Google provides search volumes on its trending searches page, which can be adjusted for what’s trending in any country.

On this particular day (September 22, 2022), the actress Ana De Armas was trending with 50,000+ searches, and the American ex-football player (keyword phrase [Bret Favre News]) was trending with 20,000+ searches.

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Step 1. Find Search Trends For Target Keyword Phrases

The target keyword phrase we’re researching is [how to lose weight].

Below is a screenshot of the one-year trend for the target keyword phrase:

Screenshot from Google Trends, September 2022

As you can see, it’s a fairly stable trend line from September 2021 to September 2022.

Then I added the two keyword phrases for which we have a close search volume count to compare all three, but for a 24-hour time period.

I use a 24-hour time period because the search volume for our comparison keywords is trending for this one day.

Google Trends ComparisonScreenshot from Google Trends, September 2022

Our target keyword phrase, with a red trend line, is right in the middle, in between the keyword phrases [Ana De Armas] (blue) and [Bret Favre News] (yellow).

What the above comparison tells us is that the phrase [how to lose weight] has a keyword volume of more than 20,000+ searches but less than 50,000+ searches.

The relative search volume of [how to lose weight] is 50% of the keyword phrase [Ana De Armas]. 

Because we know that [Ana De Armas] has a search volume of approximately 50,000+ searches on this particular day, and [Bret Favre News] has a search volume of 20,000+ queries on the same day, we can say with reasonable accuracy that the keyword phrase, [how to lose weight] has approximately a daily search volume of around 30,000 on an average day, give or take a few thousand.

The actual numbers could be higher because Google Trends shows the highs and lows at particular points of the day. The total for the day is very likely higher.

The above hack isn’t 100% accurate. But it’s enough to give a strong ballpark idea and can be used to compare with and validate extrapolated data from a paid keyword research tool.

Related: How To Do Keyword Research For SEO

2. Discover Insights From Time-based Trends

There are two general ways to look at the keyword data: stretched across over longer periods of time and shorter time periods.

Long Period Trends

You can set Google Trends to show you the traffic trends stretching back to 2004. This is valuable for showing you the audience trends.

  • Upward Long-Term Trends: If a trend is consistently going up, this means you need to focus energy on creating content for this trend.
  • Downward Long-Term Trends: If the trend line is steadily moving down, then it may be a signal that audience content consumption is changing.

For example, review this five-year trend for [WordPress] the search term, WordPress the software, and WordPress the website:

An image of Google Trends tool showing a five year trend.Screenshot from Google Trends, September 2022

There’s a clear downward trend for WordPress in all three variations.

The downward trend extends to related phrases such as:

  • WordPress themes.
  • WordPress plugin.
  • WordPress hosting.

There are many reasons why search trends go down. It can be that people lost interest, that the interest went somewhere else or that the trend is obsolete.

The digital camera product category is a good example of a downward spiral caused by a product being replaced by something else.

  • The digital camera caused the downturn in searches for traditional analog cameras.
  • The iPhone started the downward spiral of the digital camera.

Knowing which way the wind is blowing could help a content marketer or publisher understand when it’s time to bail on a topic or product category and to pivot to upward-trending ones.

Related: Content Marketing: The Ultimate Beginner’s Guide

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3. Related Topics And Queries

Google Trends has two great features, one called Related Topics and the other Related Queries.

Topics

Topics are search queries that share a concept.

Identifying related topics that are trending upwards is useful for learning how an audience or consumer demand is shifting.

This information can, in turn, provide ideas for content generation or new product selections.

According to Google:

Related Topics

Users searching for your term also searched for these topics.

You Can View by the Following Metrics

Top – The most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic and a value of 50 is a topic searched half as often as the most popular term, and so on.

Rising – Related topics with the biggest increase in search frequency since the last time period.

Results marked “Breakout” had a tremendous increase, probably because these topics are new and had few (if any) prior searches.”

Related Queries

The description of Related Queries is similar to that of the Related Topics.

Top queries are generally the most popular searches. Rising Queries are queries that are becoming popular.

Screenshot of Google Trends Related Queries feature.Screenshot from Google Trends, September 2022

The data from Rising Queries are great for staying ahead of the competition.

4. Short-Term Trends Can Bring Massive Traffic

Viewing keyword trends in the short view, such as the 90-day or even 30-day view, can reveal valuable insights for capitalizing on rapidly changing search trends.

There is a ton of traffic in Google Discover as well as in Google News.

Google Discover is tied to trending topics related to searches.

Google News is of the moment in terms of current events.

Sites that target either of those traffic channels benefit from knowing what the short-term trends are.

A benefit of viewing short-term trends (30 days and 90 trends) is that certain days of the week stand out when those searches are popular.

Knowing which days of the week interest spikes for a given topic can help in planning when to publish certain kinds of topics, so the content is right there when the audience is searching for it.

5. Keywords By Category

Google Trends has the functionality for narrowing down keyword search query inventory according to category topics.

This provides more accurate keyword data.

The Categories tab is important because it refines your keyword research to the correct context.

If your keyword context is [automobiles], then it makes sense to appropriately refine Google Trends to show just the data for the context of auto.

By narrowing the Google Trends data by category, you will be able to find more accurate information related to the topics you are researching for content within the correct context.

6. Identify Keyword Data By Geography

Google Trends keyword information by geographic location can be used for determining what areas are the best to outreach to for site promotion or for tailoring the content to specific regions.

For example, if certain kinds of products are popular in Washington D.C. and Texas, it makes sense to aim promotional activity and localized content to those areas.

In fact, it might be useful to focus link-building promotional activities in those areas first since the interest is higher in those parts of the country.

Keyword popularity information by region is valuable for link building, content creation, content promotion, and pay-per-click.

Localizing content (and the promotion of that content) can make it more relevant to the people who are interested in that content (or product).

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Google ranks pages according to who it’s most relevant, so incorporating geographic nuance into your content can help it rank for the most people.

7. Target Search Intents With Search Types

Google Trends gives you the ability to further refine the keyword data by segmenting it by the type of search the data comes from, the Search Type.

Refining your Google Trends research by the type of search allows you to remove the “noise” that might be making your keyword research fuzzy and help it become more accurate and meaningful.

Google Trends data can be refined by:

  • Web Search.
  • Image Search.
  • News Search.
  • Google Shopping.
  • YouTube Search.
Screenshot of Google Trends showing the different kinds of searchesScreenshot from Google Trends, September 2022

YouTube search is a fantastic way to identify search trends for content with the word “how” because a lot of people search on YouTube using phrases with the words “how” in them.

Although these are searches conducted on YouTube, the trends data is useful because it shows what users are looking for.

A Google Trends search for how, what, where, when, why, and who shows that search queries beginning with the word “how” are by far the most popular on YouTube.

Google Trends limits comparisons to five keywords, so the following screenshot omits that word.

Screenshot of Keyword Popularity on YouTube.Screenshot from Google Trends, September 2022

If your keyword phrases involve instructional content that uses words like “how to,” refining your research with the YouTube search type may provide useful insights.

For example, I have found that YouTube Search shows more relevant “related topics” and “related queries” data than researching with “web search” selected.

Here’s another example of how using different kinds of search types helps refine Google Trends data.

I did the same how, what, where, when, why, and who searches but this time using the News Search refinement.

Screenshot of Google Trends with News Search refinement selectedScreenshot from Google Trends, September 2022

The search trends in Google News are remarkably different than the search patterns on YouTube. That’s because people want to know the “what” and “how” types of information in Google News.

When creating content related to news, identifying the correct angle to report a news item is important.

Knowing that the words “what” or “who” are most relevant to a topic can be useful for crafting the title to what the readers are most interested in.

The above is the view of search queries for the past 90 days.

When the same keywords are searched using the 5-year perspective, it becomes clear that the “who” type keywords tend to spike according to current events.

As an example of how current events influence trends, the biggest spike in searches with the word “who” occurred in the days after the 2020 presidential election.

Every Search Type query refinement shows a different help to refine the results so that they show more accurate information.

So, give the Search Type selections a try because the information that is provided may be more accurate and useful than the more general and potentially noisy “web search” version.

Unlock The Hidden Power Of Google Trends

Free tools are generally considered to be less useful than paid tools. That’s not necessarily the case with Google Trends.

This article lists seven ways to discover useful search-related trends and patterns that are absolutely accurate, more than some search-related data from paid tools.

What’s especially notable is that this article only begins to scratch the surface of all the information that’s available.

Check out Google Trends and learn additional ways to mix different search patterns to obtain even more useful information.

More Resources:


Featured Image: Studio Romantic/Shutterstock



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