How to Design A Highly Effective Facebook Page

Source: Neil Patel

Want to build your personal brand on Facebook?

Of course you do!

Facebook is the largest social media platform on the planet with over 2 billion monthly users.

That’s a huge platform!

And it’s engaged, too.

Pew Research shows that approximately 75% of Facebook users check the site daily.

And they’re not just scrolling and bouncing.

Sprout Social found that the average American spends 40 minutes per day on Facebook.

So it would seem like the perfect place build your personal brand.

I made a quick video about how to get started building your brand on Facebook.

And it all starts with a Facebook page.

The purpose of this guide is to explain why Facebook pages still matter and show you best practices to build your own.

Ready to get started?

First, I’ll explain why Facebook still matters to digital marketers.

Does Facebook still matter?

Although it has a large user base, Facebook is no longer the cool kid on the block.

The majority of Facebook’s users (71.1%, to be exact) are over the age of 24.

It also has a lower CPC than Google AdWords, at $0.64 versus $2.32.

Cost savings are important, but only if there’s a return on advertising spend (ROAS).

To help provide that, Facebook offers audience insights and other analytics to arm you with the data needed to reach your audiences.

Several brands and businesses have found success using Facebook as their main sales and marketing platform.

You can disrupt an established brand in any industry just like this!

Online clothing company LuLaRoe found success using primarily Facebook.

It’s one of the first brands to discover the power of Facebook Live as a sales tool.

The company’s network of independent sales consultants regularly hold Facebook Live parties to sell its leggings and other apparel.

It’s the modern-day equivalent of Tupperware and Avon.

LuLaRoe is estimated to have reached over $165 million in sales in 2016 alone.

That number is sure to rise in 2017 now that the company has partnered with Disney for a themed line.

So, while millennials may prefer other social media platforms, Facebook is still valuable for businesses.

It’s also a great place to offer customer service.

Sephora has long been using Facebook Messenger as a customer service line.

With so many options available, it only makes sense to have a presence on the largest social media network.

Facebook even gives you access to Facebook Audience Insights, which gives detailed analytics about your audience and engagement.

Sounds great, right?

Ready to get started?

First, you have to decide what to create: a profile, page, or group.

They each have unique pros and cons. Let’s review them.

Set up a Facebook group for your page

Although it all looks the same on the surface, there are three very different ways to experience Facebook.

A page is great, but it’s just the start.

To really get a conversation moving and build an audience, you’ll need a group.

Don’t know the difference between a profile, page, and group?

Here are the differences between each one and how and when they should be used.

1. Profile – A profile is meant for personal communications between individuals. It’s against Facebook’s terms and conditions to use a personal profile for business purposes.

You do, however, need a Facebook profile to create a page.

Here’s my personal Facebook profile.

As you can see, it shows an intro, a few follower photos, my About section, photos, and more.

This is what the average individual user’s Facebook profile looks like

While I do occasionally post on my personal profile (it does have 30,831 followers, after all), I primarily use my page.

Once you have a profile set up, you can create a Facebook page too.

2. Page – A page is similar to a profile, but it’s designed for businesses.

Here’s my Facebook business page.

Pages have benefits that profiles don’t, like access to analytics, the ability to boost posts and create ads, and administrative and group posting access.

You’ll notice it also moves the About, Photos, and other tabs to a more convenient location on the sidebar.

You can create your own page from mine by clicking the green “Create a Page” button at the bottom of the left sidebar.

You can even convert your personal profile to a business page.

Just visit the link above and click the blue “Get Started” button.

You’ll be walked through a few steps and asked to confirm that you wish to convert.

Facebook will automatically migrate your profile information, photos, and friends to the page format.

This is a great option for anyone who is starting a Facebook business page for the first time.

But there’s one last Facebook entity to talk about.

To really make your Page shine, you’ll need to be active in Facebook Groups.

3. Group – A group is a collection of Facebook users who share a common interest.

They’re a great place to join conversations, target specific audiences, and place links for conversions.

Don’t be spammy, though. Admins typically don’t allow spam and business-related posts.

Check the group description before joining to find out what type of promotional posts they accept.

Here’s the description for Seattle Burners, a local group of Burning Man enthusiasts.

Groups are set up by users with Facebook profiles and can be public, closed, or private.

Public groups are available for anyone to join. All members can be viewed, and your affiliation will show on your profile page.

Closed group content and members can be viewed, but administrator approval is needed to join and post.

Private group content and members are hidden from non-group members, but they can be viewed by group members and admins.

Private groups are searchable in Facebook search, but their content is not.

Groups can also be linked to pages.

Here’s a Neil Patel fan club group recently created by one of my fans.

You can see that one of the admins is the Neil Patel Fan Club Facebook page.

That fan page also shows on the right as being linked to this group.

Here’s my Facebook Fan Club page.

Now, obviously, I’m not…

Click here to read more