Okay so you’ve got your Facebook Page setup, but is it optimized? It’s time to think of your business or brand’s page as an extension of your website.
Facebook offers more for your page than a place to post content and create ad campaigns. Your page should be optimized with all the bells and whistles to best describe who you are in order to capture and engage the right audience.
By taking advantage of all the ways to use this space, your page can take bookings, sell products, answer questions while you sleep, get new email subscribers, and more.
Here are 7 Steps to Optimizing Your Facebook Page…
1. Get the Basics Right
I’m going to assume you already have a page up. But let’s have a quick run-through the basics and ensure it’s set up the best it can be.
There are five basic things you should have:
- Profile photo of your logo
- Cover image of your branding, tagline, service, product or sale
- Contact information
- Description and category
- A relevant @username
Your profile photo must be of your logo and it must be of high resolution and clearly visible within Facebook’s crop.
The ideal profile photo size is 360 x 360 pixels, though Facebook will display this at 172px. This size ensures that once Facebook downsizes the image, it will still display clear and crisp.
If your logo is not in a square shape, a quick and easy fix is to go to Canva and create an Instagram post. Upload your logo and place it in the centre, download and then upload to Facebook.
Facebook’s cover image size is recommended to be 820 x 312 pixels. Again, you can create this in Canva.
Create something simple but attractive. You can use another variation of your logo but I recommend utilising your tagline or showing off your products. Don’t forget to use your brand’s colours! You can find the codes for your colours by uploading your logo or a relevant image on HTML Color Codes.
If you are currently happy with your cover image, here’s some food for thought: change it.
Why? Because it’s a simple way to create content on your page’s news feed! You can use it to show off a new product, a sale, or just be creative with the seasons.
For obvious reasons, your Facebook Page should include up-to-date contact information. This includes your number, email, website and address.
Not only will this help potential customers get in contact but Google also picks up on this information, which is really handy when people are searching outside the social media platform.
Description and Category
As mentioned, Google scans your Facebook Page so you’re going to want to have the most relevant information plugged into the right places.
Your page’s description should include SEO friendly keywords that are pertinent to your business. Include the core ‘what’ of your business here.
Categories works the same. Choose the most relevant category or categories that describe your business.
If you need to adjust this, head to your page’s ‘Settings’ then choose ‘Page Info’.
A @username is a searchable social media handle for your page. For example if your business is Red Candy Inc, your handle should be @redcandy or @redcandyuk.
This handle will allow people to quickly and easily find your page as well as tag you in posts, which could result in more people hearing about your business. Your @username also improves your ranking in searches.
2. Add Your ‘Story’
I find this is often left out on business pages and is one of the first essential steps I would recommend.
Facebook’s ‘About Us’ story is an opportunity to introduce your business to the world. Give a little insight into your brand’s beginnings, what you stand for and how you are the answer to your market’s problem.
Google, again, likes this feature. Be sure to use relevant SEO keywords in your story and choose an engaging photo, which should be different from your profile photo and your cover image.
If you already have one – good job! Maybe go have another read and see if it’s time to update it..
3. Arrange Page Tabs
Under ‘Settings’ > ‘Templates and Tabs’, you can select a “template” for the tabs on your Facebook Page – these are the little sections you’ll see on the left-hand side of your page.
Depending on which “template” you pick, different tabs will appear. You can then “turn off” tabs you don’t want and rearrange the order.
However you arrange your tabs is how visitors will see your page when scrolling through. So, let’s say you are selling services. You’ll probably want visitors to see your services and then your reviews before seeing your posts.
Handy tip: You can view your page as a visitor by clicking the three dots under your cover image and selecting ‘View as Page Visitor’.
The default ‘Learn More’ button under your cover image works just fine when link to your website. You should certainly have that there.
However, if you have the opportunity to better optimize your page – take it. After all, your ‘About’ section will already have a link to your website.
You have five options for this call-to-action button – one being a link to your website and the other being to contact you, both of which are made available elsewhere. But you can also give visitors the chance to book, shop, and download.
If visitors already have access to your website and a message button, why not give them yet another option to engage with your business? Look into one of these other options to see which best suits your service.
5. Respond While Away
Facebook has really upped its game with its auto-responder messenger. If you haven’t had a good play around with it, definitely go check it out.
Pages have the option to set an automated message to welcome visitors and then set an automated reply to any message. This not only encourages contact with your audience, but looks really good on Facebook’s timed response feature which tells visitors how long you typically take to respond.
But it gets more intuitive than that.
Facebook allows you to add Frequently Asked Questions to your page. Each one is fully customisable, from the questions to the response.
You can create automated responses for questions such as your contact information, location and hours. You can also create appointment reminders and appointment follow-up messages!
Even better, when someone recommends your page (or sadly does not), Facebook messenger will send an automated message to the user.
It’s a seriously handy tool and you should absolutely have this set up.
6. Remember SEO
There’s a bit of debate on how much Facebook affects SEO ranking. There is congruent evidence that some of the basics matter, which have been mentioned above. But as far as SEO in your posts, it’s something worth considering.
I won’t go too much into it because I don’t believe it’s absolutely pertinent to the success of your page or your search ranking. However it’s worth keeping in the back of your head for the simple fact that your website will point to your page just as much as your page to your website.
If potential customers discover your website and then visit your Facebook, your page should reflect the same keywords and material as your website. The same is true as if they were to discover you on Facebook first.
SEO is more than a ranking tool. It is the essence of what describes your business and communicates this to your target market. So, at least consider it when you post to your page.
7. Custom Tabs
Facebook looks like a simple out-of-the-box tool, but there are hidden little tricks you can follow to really amplify the opportunities on your page. You can think of custom tabs as extra pages to your website.
There are some really cool ways to create custom tabs. Link your newsletter signup form with Mailchimp or include your video channel with YouTube! There are so many opportunities here – don’t waste it.
There are many ways to attract and engage an audience on Facebook. If you can get your page optimised, you will have an even greater chance at gaining and retaining attention to your brand.