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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.

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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.

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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

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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.

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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.

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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.

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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.

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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.

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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?

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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?

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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.

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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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SEO

How To Create Your Instagram Content Plan

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How To Create Your Instagram Content Plan

Are your Instagram posts not bringing desired results?

Then maybe you need to think about reshaping your strategy and create a content plan.

Content plans can help guide how you release content to make sure you’re hitting certain goals and help your content perform better.

In this guide, you’ll learn how to create a content plan that increases brand reach and conversions on Instagram. You’ll also learn some helpful tips to help boost your content.

1. Define Your Goal

The first thing you want to do is create your Instagram goal or goals.

What do you want to accomplish? Is it to grow your audience, drive more engagement, or generate sales?

Once you figure out your plan, you’ll be better prepared to tailor your content to meet those goals.

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Then, you can set the key performance indicators (KPIs) to mark different points of analysis you want to observe along with your Instagram campaign.

After you select your goal and some KPIs, it’s beneficial to break down your goal into different milestones you would like to reach along the way.

For example, let’s say you want to grow your audience by 20% by the end of the quarter.

What are some milestones along the way you can mark to achieve that goal? What types of content, topics, or content series can you create to increase engagement?

Now, that you’ve done some brainstorming, it’s time to start building your content calendar.

2. Plan Your Content Calendar

A content calendar is important because it’s your roadmap to guide your path, help you meet your goals, and set an end date for a campaign.

This way, you’ll know when you’ve met your goal and can readjust and analyze ways to improve your content strategy for your next campaign.

In addition, a content calendar can help keep ideas and campaigns organized, help you identify any content gaps, and help build consistency (which is critical for Instagram).

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When creating your content plan for the month, quarter, or recent campaign, it’s helpful to plot out which days of the week you want to talk about what.

Next, choose the topic and then form the right caption.

Break content planning into smaller actionable steps makes it easier to make a content calendar.

Then, if you have your goals, topics laid out, and captions, you can move to the next step: Create the necessary pictures or videos.

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Finally, you can compile your topics, days you’re posting, and captions and hashtags into a simple Google, Word, or Excel doc so you can easily copy and paste when you’re ready to schedule out your content.

Bonus Tip: Align Your Content With Marketing Initiatives

If you already have some marketing initiatives, it’s the perfect time to incorporate them into your marketing campaign. For example, maybe you have a new product release.

Then, you can create a content series for that. Create a couple of posts teasing the release of the product, include a giveaway, have an influence to promote your product or a video with them using it, and market those benefits.

Events or holidays are another great way to get consumers engaged and turn more consumers into customers.

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If you have an event coming up, you can create a campaign hyping the event and discussing the speakers involved, products that will be there, or awesome grab bags you’re giving away at the event.

Holidays are another fun and positive way to get customers talking about your brand. Holiday giveaways or deals are another way to grow brand awareness and gain followers.

3. Keep A Consistent Theme And Tone

Creating a tone or brand guide can be an effective way to make sure you keep posts consistent. You also want to maintain a similar theme throughout your posts, including style, font, and colors.

For inspiration, you can look at your website, content, and logos to help create the proper tone and theme for your posts.

In addition, Instagram has the tools in stories that can help you get a color scheme that complements your brand.

You also want to think about the look of your content for both pictures and videos. Consider a consistent angle or filter to set the right tone and look for your content.

It’s also vital to think about your messaging, whether it’s for captions, comments, or responses to direct messages.

It’s crucial to have a standard operating procedure for how you respond to consumers on Instagram, especially if you have multiple people responding to comments and messages, to ensure it’s within the brand’s tone.

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4. Showcase Your Creativity

IG is more than just a photo-sharing app. There are many different ways to create content for Instagram that can highlight your brand and increase engagement.

Let’s talk through them and share some tips on when to use them.

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As you know, Instagram has pictures. Pictures are a great way to showcase products. It’s also great for sharing quotes, posing questions you answer in your image caption, or promoting deals or giveaways.

Videos are an excellent way to show sneak peeks of something coming up or create product teasers. You can also use videos for business BTS and show how to best use your product.

You can use Instagram Reels, or short videos, to showcase products, share stories, and grow your audience.

IGTV or Instagram TV are longer videos on an Instagram feed. Brands use these to go more in-depth into describing a particular topic.

Instagram Shopping is a feature that allows consumers to shop your products through your photos and videos.

Brands can create product tags and product launches where consumers can purchase products straight through Instagram.

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Then, customers don’t have to take the step to leave Instagram to go to your website. Instead, they can quickly buy through the app.

Stories are photos or videos that last 24 hours (unless you add them to your highlights on your profile) where you can share posts from your profile or post new content. It’s a popular way to gain more followers and engage with consumers.

User-Generated Content or content created by influences, customers, or other users is a great way to extend your reach to different audiences and further promote your products.

People are more intrigued to learn about a new product if it’s promoted by someone they already follow.

Likewise, it can help build trust with consumers new to your brand if they see a post by a customer who already loves it.

But what content goes viral? It can be beneficial to look at what your competitors are people on Instagram creating and put your brand’s unique twist on it.

5. Craft Compelling Captions And CTAs

While it’s great to have high-quality pictures and engaging videos, the captions and call to action still matter.

If you hooked the consumer with your picture or video, you want to reel them in with your caption and CTA.

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It’s essential to take time crafting the right CTA to ensure consumers follow your page, engage with your post, or purchase your product.

6. Choose The Correct Hashtags

It’s also crucial to research and choose the right hashtags to ensure your posts reach the intended audience and some new ones that might be interested in your brand.

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Hashtags allow your content to reach users beyond your profile’s following. As you create content for specific hashtags, note which posts perform particularly well.

That way, you can create future posts for specific hashtags that will increase your content’s visibility.

7. Know The Best Time To Post

Planning posts ahead of time can help alleviate some stress of social media strategy.

You can use Meta Business Suites to schedule posts for Facebook and Instagram and set posts for a week or a couple of weeks.

If you’re unsure when to post, they have suggested days and times where analysis points to where you’ll get the most engagement and views.

Although, it would be beneficial to do some research specific to your industry to see the best time and day to make your posts.

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One important thing to keep in mind when you’re planning your content is the upcoming holidays.

Are you going to make a post celebrating the holiday, use the holiday to do a promotion or give away, or choose not to post on that day altogether?

No matter what you pick, it’s important to keep holidays in mind.

8. Measure Results And Adjust

Instagram Insights, both on the app and through Meta Business Suites, can show how many views a post gets and statistics on the engagement with the posts to help you see which types of content are working best. You can see your content’s likes, shares, comments, and saves.

Brands can also use Insights to get metrics on the paid activity. Insights are a great way to see trends so that you can adjust your content strategy.

You’ll also be able to see metrics into your followers to see how many you’re receiving, the age of your followers, and information on when they are most active online. This way, you can adjust the times you post to ensure you are better at reaching your audience.

Wrapping Up

Content planning is the best way to help boost reach and engagement on Instagram.

Creating a content calendar inspired by current marketing objectives and tailoring your content with a theme backed by metrics is the best way to help meet your goals.

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More Resources:


Featured Image: alinabuphoto/Shutterstock

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