How to Create the Best Facebook Business Page

How to Create the Best Facebook Business Page

How to Create the Best Facebook Business Page. This is what Facebook pages used to look like: Businesses posted content that was visible on their walls. Facebook Business Manager is the backend of Facebook that allows you to control everything that happens on your Facebook business page both publicly and behind the scenes. Admins on Facebook business pages will find a link in a box at the top of the page for Facebook Business Manager: What happens is that you go to the same view of your page as before, but with the ability to edit everything. Where are you going as a business? Are people contacting you after seeing your page? When they want to say thanks, they will do it on Facebook. Is your page visible to people on Facebook? Country restrictions: Make sure you’re visible to all areas that your potential customers might come from. Second, execute your content and community management strategy, and analyze with Insights Content Strategy Facebook’s algorithm has been notoriously tough on businesses.

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Remember back when Facebook pages were simple places where you could Like a business to follow them?

This is what Facebook pages used to look like:

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Businesses posted content that was visible on their walls.

There was a link to a website.

That was about it.

It was so easy back then!

Flash forward to mid-2017. This is what a Facebook Business page looks like today:

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Not only have the features and details developed over time, but businesses have gotten on board in a big way.

According to Facebook’s statistics, at the end of 2016, over 65 million businesses had created pages on Facebook.

If you thought that your market or industry was already tough, Facebook can complicate matters even more.

On Facebook, you’re not only competing with your direct competitors, but you’re also competing for attention with everyone else.

That’s why it’s so important to get everything right on your Facebook business page.

First, Set Everything Up Properly

Mastering your Facebook business page means mastering Facebook Business Manager.

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Facebook Business Manager is the backend of Facebook that allows you to control everything that happens on your Facebook business page both publicly and behind the scenes.

Admins on Facebook business pages will find a link in a box at the top of the page for Facebook Business Manager:

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What happens is that you go to the same view of your page as before, but with the ability to edit everything. The top menu turns a dark gray instead of the classic Facebook blue.

There are tons of features as well as layers upon layers.

I’m going to go step-by-step through the most important parts to make sure that you aren’t missing anything.

You can skip ahead to certain sections depending on what part of your page you are hoping to maximize.

  • Business Info
  • About
  • Company Overview
  • Story
  • Contact Info
  • Products
  • Store
  • Settings
  • Cover Video
  • Page Roles

Step 1: Business Info

It might seem deceptively simple, but it’s the trickiest of them all.

First, not very much information appears on the front of your Facebook business page. Here is an example from Kroger:

Kroger Home

For someone to see your business info, they need to click on the “See All” button.

Or they can click the “Info” button in the side menu:

Kroger Info

Facebook is a content platform, which means that the business information takes a back seat to the latest content that shows up.

But it’s still super important, particularly for your future customers.

They want to know who you are.

The Business Info section asks about your business’s mission. It’s not what the company does necessarily — that part comes later.

Kroger Info 1

Instead, it’s your moment to shine, break out some inspiration, and really sell your mission’s concept to grab people’s interest.

Let’s take a dentist office as an example:

A good mission statement is not, “We clean your teeth efficiently.”

A good mission statement is, “Making Marin County smiles world famous.”

In the company overview, you can talk about the things that you do. The mission part needs to get people behind you from the very beginning.

Kroger wants to be a leader in food, pharmacy, health, and personal care. Definitely ambitious!

Step 2: About

There are so many overlapping sections on Facebook business pages that it can be hard to know what to put where.

The About section and the Company overview are similar. In a lot of cases, businesses put the same thing in each section.

Popular sunglasses maker Ray-Ban takes a very low-key approach and repeats information:

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The best About description is a one-sentence, super fast description that gets right to the point. CNN has a great example:

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An alternative approach — depending on your sector or industry — is to add a quote. Think of something that will add a little flair or style to the page.

Take Chanel, for instance. It’s definitely a brand known for flair and style, so it includes a quote in French to inspire its visitors:

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Another reason that the About section needs to be a top priority is that, whenever your business is tagged and a Facebook user mouses over the name, a little box pops up to show who it is. Along with the cover image, link, and recent photos is — you guessed it —the About phrase!

Use this to its maximum effect. Urban Outfitters uses it to drive people to its e-commerce site. Here’s what it looks like when you mouse over the name of the account:

urban outfitters Facebook Search

Step 3: Company Overview

The Company Overview section is where you should give as functional a description as possible. Think of something along the lines of the value pitch for your business.

Let’s go back to the Kroger example:

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The company overview talks about the company as a business, its subsidiaries, and the different types of stores that it has.

This part can be a little boring depending on your type of business. You want to reassure potential (and current) clients that you are serious, so keep away from humor unless it’s in your business DNA.

You should always use clear sentences that don’t string together too many ideas. Even if your business niche is very specific, try to break up a description into short phrases.

As a general rule, keep it short. You have the Story to go in-depth. A paragraph or two should be fine.

Step 4: Story

Just like the name implies, this is where you can tell a little bit about who you are and where your business came from.

  • Were your founders unique?
  • What are your values and how do you live by them?
  • Where are you going as a business?
  • Are there any remarkable features that make your business memorable?

I like to think of the Story section as what a grandfather would say while recounting a story from the old days. You might think of a witty anecdote that portrays the business in a sympathetic way.

A great example is Hudson Whiskey, a New York distillery that really takes the term “Story” literally:

Hudson

If someone is digging around your Facebook business page enough to read the story, they really want to know more about you, so don’t disappoint them!

Step 5: Milestones

You might be tempted to talk about some of your big achievements in your story section, and you definitely can.

But if you need to break up the events and want to go further into detail, you can fill out the milestones section.

If you’re wondering about whether or not you should fill this section out, it’s not obligatory.

For many businesses, especially start-ups and businesses that are just getting off the ground, you might not have any milestones yet.

If you’re looking for different types of milestones, they will be unique to your business but they can fall along the following lines:

  • When you passed a certain number of customers or amount of revenue
  • When you launched a new product
  • When you started offering a new service
  • When you had a moment of recognition or built a notable partnership
  • When you raised funding
  • When something truly notable happened

Let’s go back to the Ray-Ban example. The company has a history of product innovation (it invented the aviators, after all) so it has quite a few product milestones. More recently, the business started counting each time it passes another million fans:

Milestones

To sum up, if it’s something that you mention to people when you talk to them conversationally about your business, you could consider adding it here.

Step 6: Contact Info

The holy grail. This is where you start to see some of your ROI from Facebook.

  • Are people contacting you after seeing your page?
  • Or are people who are your customers using Facebook to ask you questions?

Now that over 2 billion people are on Facebook, it’s safe to say that your customers are there, too.

  • When they complain, they will come to you on Facebook.
  • When they want to say thanks, they will do it on Facebook.
  • When they don’t know you yet but want to, they will check Facebook first.

Your contact information needs to be flawless.

If you’re a local business, add your telephone number, address, and all other contact information to show people that you exist and that they can find you in real life.

You should put this information over a map so that people immediately know exactly where you are.

Take a look at this restaurant in Ann Arbor, MI. It nails the contact information section:

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Then you must have your website link. Organic traffic coming from Facebook is very valuable. As the social network emerges as a more important search environment, you need to be found, and your page needs to drive people closer to you.

Beauty brand and fashion house Givenchy just lists its website:

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Your website is a place that doesn’t have content from all of your competitors (plus all of your prospects’ friends).

Your website doesn’t have notifications that distract users’…

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