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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.

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.

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.

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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8 Facebook Marketing Tips To Revitalize A Boring Page

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8 Facebook Marketing Tips To Revitalize A Boring Page

TikTok and Instagram may be taking their moment to shine, but Facebook is a social media platform your business simply can’t ignore.

Facebook’s monthly active users have continued to rise since its inception, with nearly 3 billion (2.96) monthly active users as of the third quarter of 2022.

It was also the most popular social network worldwide as of January 2022 when ranked by the number of monthly active users.

Knowing a substantial portion of your target audience likely uses Facebook regularly, it’s crucial as social media marketers to keep up with the Facebook marketing tips that can help you grow your business.

Your business is probably already leveraging Facebook to reach your target audience – and if you’re not, you’re missing out on valuable lead and conversion opportunities.

You’ve likely set up a Facebook Page to communicate with current and potential customers, share current updates, and build social proof.

But, is your Facebook Page optimized to engage your target audience? Have you invested ample time into ensuring you’re leveraging every form and field possible?

The good news is, starting from scratch is the most challenging part of getting your Facebook Page off the ground.

Since you’ve already done this, revitalizing your page is the easy part – and we’re here to help streamline the process even further.

This deep dive guide will succinctly outline what it takes to transform your Facebook Page from vapid to vivacious with the following eight marketing tips.

Read on to ensure you maximize the world’s most visited social media platform to your advantage.

1. Beyond The Facebook Page Basics

Your business can be found in many places online, from your Google Business Profile (GBP) to review sites and social platforms.

Potential customers should be able to find accurate information about your business anywhere they can find you. This includes your current physical address, website link, phone number, and more.

In fact, 20% of consumers are unlikely to visit a business with incorrect or missing listing information.

Ensuring all information on your Facebook page is up-to-date is a good place to start.

Next, it’s time for optimizations that go beyond the basics to help your Facebook Page stand out from your competition.

2. Leverage Facebook Pages’ Templates

Facebook offers numerous templates designed to enhance your Page and help customers find what they’re looking for.

There’s a standard template that you’ll most often see when visiting other businesses’ Facebook Pages.

But there are also templates that cater to different types of businesses, such as nonprofit organizations, restaurants, services, retailers, and more.

To find the template most applicable to your brand, once you’re on your Facebook Page, click on the More drop-down menu and select Edit Tabs.

In the template section, click the Edit button.

You’ll then see a list of available templates. Select the template that is most relevant to your business category.

Screenshot from Facebook, December 2022Facebook Page template example

For example, if you’re a service business and you select the service template, you’re able to clearly showcase the services you offer to customers, along with reviews and offers.

3. Use An Attractive Cover Photo

Visual content has the power to capture attention and increase conversions.

According to Google, businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t.

Your cover photo is the first element that will draw people’s attention. It can be the make-or-break point, helping people decide to scroll down to learn more about your business.

Pick a photo that aligns with your branding but captures your audience’s attention.

Use a real photo or an illustration that showcases your brand’s style in terms of colors, mission statement, and values – and be sure to avoid stock imagery.

Stock photos fail to convey a visual representation of your brand and, in turn, can make your brand feel less authentic.

When selecting your cover image, Facebook recommends it:

  • Left aligns with a full bleed and a 16:9 aspect ratio.
  • Must be at least 400 pixels wide and 150 pixels tall.
  • Loads fastest as an sRGB JPG file that’s 851 pixels wide, 315 pixels tall, and less than 100 kilobytes.

4. Choose A Professional Profile Picture

Your profile picture, while not as prominent as your cover photo, appears prominently at the top of your Facebook Page.

It also appears as your avatar on all posts and photos you publish on Facebook (on your page and others).

This photo should represent your brand effectively any time someone sees it.

For most businesses, using your company logo is typically common practice, as customers may already be familiar with it, and associate it with your business.

8 Facebook Marketing Tips To Revitalize A Boring PageScreenshot from Facebook, December 20228 Facebook Marketing Tips To Revitalize A Boring Page

It should be easy for someone to discern which brand they’re engaging with when they see your Facebook Page.

Your profile image displays at 176×176 pixels on your Facebook Page on computers, 196×196 pixels on smartphones, and 36×36 pixels on most feature phones.

Ensure your profile image is clear by following the aforementioned sizing guidelines and using a high-resolution image.

5. Create Content That Resonates With Your Target Audience

Your Facebook Page should be a one-stop shop for your audience.

It’s an opportunity to learn more about your business, read reviews from loyal customers, and consume relevant content.

So, create quality content that resonates with your wider audience.

You may also want to incorporate a mixture of different types of posts – such as video posts when you have impactful customer testimonials to share, or high-quality photos when you’re launching a new product.

No matter the type of content you choose to share, make sure that it is relevant and impactful to your readers. For example, if your wider audience is Gen Z, video content may be the way to go.

When creating content, ask yourself: will this post add value, or am I trying to reach a quota? If your answer is the latter, you may need to revise your Facebook content marketing strategy.

Consider your post timing, too.

In the past, mid-morning posts drove the most engagement, as people often use the app on their commutes to school or work. However, posting during the early morning hours has now taken the lead.

Post timing also varies by industry, so find the best time to reach your customer base.

6. Create An Incentive For Following Your Facebook Page

Deals and discounts play a significant role in consumers’ purchasing decisions.

Nearly three-quarters (74%) of Americans say offers are a top factor when deciding where and what to buy online. Deals are so important that 48% of Americans said they will avoid brands that do not provide offers.

Your Facebook Page enables your business to promote offers for free.

These offers can be:

  • Percentage-off.
  • Dollar-off.
  • Free product or service.
  • Free shipping.
  • Custom offer of your choice.

Create an offer that is unique for your Facebook followers. This incentivizes them to follow you and engage with your posts.

These offers can change and vary. We advise that you keep your offers fresh and switch them periodically to encourage your audience to continue to follow your page.

Facebook marketing tips, creating a new Facebook offer exampleScreenshot from Facebook, December 2022Facebook marketing tips, creating a new Facebook offer example

Respond To Customer Feedback

One of the most fundamental Facebook marketing tips (and digital marketing tips in general) is to respond to all customer feedback whenever possible.

This includes any time customers reach out via Facebook Messenger, during a Facebook Live, when they leave a review on your Facebook Page, or when they reply to your Facebook Stories.

Being proactive with your responses, whether the customer leaves negative or positive feedback, shows your brand cares about its customers.

Your response time matters, too.

According to ReviewTrackers, 53% of customers expect businesses to respond to negative reviews within a week, but 1 in 3 expect a response within 3 days or less.

Ensure you have a reputation management strategy and team in place to triage responses. Set standards and expectations with your team when it comes to reviewing responses.

Creating response templates is a good way to quickly and efficiently respond to customer reviews across multiple platforms.

7. Use Every Character In Your Page’s Description

Your Facebook page allows you 255 characters to describe your business.

Use every character possible to share what you do, what you sell, and why it matters. Use original content relevant to your business when drafting your description.

You’ll also want to add complete information for your:

  • Your business contact details (phone number, address, and email).
  • Business categories.
  • Website.
  • Social media accounts.
  • Hours.
  • Price range.

8. Add A CTA

Allow your customers to quickly perform the call to action (CTA) of your choice.

This button appears beneath your cover image and to the right of your profile image. You can choose from a variety of CTA options, including:

  • Follow.
  • View gift card.
  • Start order.
  • Book now.
  • Call now.
  • Contact us.
  • Send message.
  • Send email.
  • Learn more.
  • And more.

For example, a restaurant brand would benefit from adding a Start order CTA.

This eliminates friction in the consumer’s path to purchase, allowing them to start the order right from your Facebook Page, rather than navigating to your website or a third-party food delivery app.

Keep a pulse on your engagement metrics to see if the CTA you’ve selected is driving measurable results. If it’s not, consider adding a different CTA to see if your audience engages better with alternative messaging.

To find your engagement metrics, click on the Insights button in the menu.

Facebook Insights offer a wealth of information from likes, story reach, actions on the page, post engagement rates, how different types of content are performing, and much more.

Check these insights often to better guide your Facebook marketing strategy.

Facebook CTA exampleScreenshot from Facebook, December 2022Facebook CTA example

Concluding Thoughts

As you can see, updating and optimizing your Facebook Page doesn’t take much effort.

Instead, it requires continuously keeping up with your social media marketing strategy and leveraging the tools and features available to you.

Following these Facebook marketing tips is a good place to start.

To keep up with Facebook’s evolving functionality, do a quick audit every quarter to see what’s new and available to you.

This ensures your business is taking full advantage of your Facebook Page’s capabilities and staying one step ahead of your competition.

More resources: 


Featured Image: Kaspars Grinvalds/Shutterstock

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