facebook business page

Facebook Business: Optimizing Your Facebook Business Page

Reading Time: 13 minutes
Your Facebook business page gives you instant access to 2.7 billion people.  That’s 35% of the people on planet Earth. Facebook is an indispensable part of marketing for many businesses today. If your Facebook page isn’t optimized, you may be losing a large amount of the traffic, clicks, and revenue your business needs to grow.  Here’s the good news.  Optimizing your Facebook business page enables you to generate the results you need for your business. Here are three reasons you should build and optimize your business on Facebook. 
  1. Facebook creates a two-way conversation with customers. 
  2. Most of the world is on Facebook, their platform makes it easy to spread your content rapidly with other like-minded customers and prospects.
  3. You can use Facebook to communicate your value proposition in a way that’s powerful and clear. 
If you’re interested in these benefits, Facebook is the platform for you.

Table of Contents

What does a well-designed Facebook business page look like?

Take a look at Hotel Red’s Facebook page.

hotel red facebook business page

It’s a small luxury boutique hotel, located in Madison Wisconsin; it’s a hotspot for casual vacationers. If we take a look at their page we notice that their page is active. The brand is active and established on Facebook. Engagement levels are high and their page has a significant amount of useful and informative content.

hotel red facebook business page

They’ve added beautiful photos of their rooms and their venue. 

hotel room facebook photo
HotelRED has…
  1. Named their page
  2. Added a description of their business
  3. Uploaded their logo and cover photos
  4. Shared their contact details  — a phone number, physical address, website address, email address, and price range 
  5. Posted their hours of operation as well as information on their peak time slots
  6. Uploaded a generous amount of photos of their hotel, restaurant, venue, area
  7. Seeded their page with content — status updates, events, photos, and videos
  8. Added the “Book Now” call-to-action on their page to attract and convert potential customers
  9. Staff who are ready to answer your questions via Messenger 
  10. Events, special offers, and an active community that’s oriented around their business and the city
They haven’t added recommendations yet and it seems this is an intentional move on their part to limit recommendations to platforms like Yelp or TripAdvisor.  That’s not ideal.  Facebook has a strong presence in Google’s search results; the more dominant your page is, the more likely you are to see a lift in local search rankings and aggregate review ratings. What makes this page optimized?  HotelRED optimized its page around customer desires, goals, concerns, and motivations. They have a clear idea of the information their customers will need. They know customers are looking for:

This is how you optimize your Facebook page. You simply provide customers with the answers they’re looking for before they ask. HotelRED has given us some important insights into creating a well-designed Facebook page for your business. 

How do you replicate this for your business?

How to create a Facebook business page for your business

You can create a Facebook page in seconds.  Before you do, it’s a good idea to gather the items you’ll need before you get started. Here’s a list of the things you’ll need before you create your business page. 
  1. Your business name and description: Name your Page after your business, or use a name that customers search for. Add content in the About section to tell customers more about your business.
  2. A profile photo and cover photo: It’s common for businesses to choose their logo as a profile photo, but you can choose whatever you want, just make sure it represents your business. Use an image of your business, store, product line, or marketing campaign to promote your cover photo. The ideal image size for your profile photo is 170 by 170px (which is viewed as 128px by 128px on smartphones and 36px by 36px on feature phones); the ideal size for your cover photo is 851px by 315px. 
  3. Choose your call-to-action:  The action you’d like to direct your page visitors to take — scheduling appointments through your Page, visits to your website, calling your store, shop now, or learn more. Your call-to-action is an important part of your Page as it provides. 
  4. Publish new content: It’s a good idea to have a list of the content you’d like to post on Facebook ahead of time. You’ll want to include a mix of educational content, lead magnets, and sales content. Your content should include whatever images, video, and copy you’d like to use.  
  5. Start messaging: You’ll want to identify those responsible for managing your messages. It’s also a good idea to document the systems and procedures, messaging templates, tools, resources, and response times.  
  6. Promote your Page: You can promote your Facebook Business Page using various methods — paid, owned, or earned media. It’s a good idea to create a systematic process you can use to promote your business page consistently. Your Facebook Business Page should be able to generate a steady flow of traffic.  
  7. Analyze and improve performance: Who’s responsible for assessing your Page’s performance? What do employees or third-parties in this role have access to? You’ll want to determine this ahead of time. 
Creating your Facebook page is easy once you have these items in place. How do you create a Facebook page for your business?  First, you’ll need to have a personal Facebook account to create and administer a Facebook Business Page.  Next, on your Newsfeed, click “Pages.”
facebook business pages tab

On the left sidebar, click the “Create New Page” button.

create a facebook business page
create-a-facebook business page

Finally, you’ll want to create a page name, add a category and description.

You’ll be able to add images, contact information, and other details once you’ve created your Page.

create-a facebook business page

From here, you’ll be able to customize your tabs. 

If you’re a Page admin or editor, you can add, remove or reorder some of your Page’s tabs and sections.

Here’s how you do it. 

How to reorder tabs and sections

facebook business page tab options
facebook-page-settings-templates-and-tabs
facebook-business-page-templates-2

How to remove tabs and sections

How to add tabs and sections

Note: Keep in mind that some tabs and sections can’t be removed (e.g., Home, About, Likes,  Posts, Photos, and Videos). Others can’t be reordered (i.e., Home); You also can’t add certain tabs and sections (such as Groups) to location Pages.

If you’d like to add the Groups tab, your Page must be published.

What if you need to change your business name on Facebook? 

It’s easy.

edit facebook page info

You can change your business name on Facebook using the Edit Page Info settings. If you’re the admin of your Page, you can also create or edit your Facebook username. 

Note: Your Facebook username must follow a specific set of criteria.

  • You can only have one username for your Page or profile, and you can’t have a username that is already being used.
  • Your username can only contain alphanumeric characters (A–Z, 0–9) and periods (“.”). They can’t contain generic terms or extensions (.com, .net).
  • Usernames must be at least 5 characters long.
  • Periods (“.”) and capitalization can’t be used to differentiate usernames. For example, johnsmith55, John.Smith55 and john.smith.55 are all considered the same username.
  • Usernames shouldn’t impersonate someone else.
  • Your username must adhere to the Facebook Terms.

And just like that, your Facebook page is ready to be published.

How to optimize your Facebook business page?

Optimizing your Facebook Business Page will improve your profile’s effectiveness and maximize the results you’re able to achieve on Facebook. Here’s a list of the steps you can follow to optimize your Facebook Page.

1. Complete your profile

You’ll want to verify that the information on your Facebook page is complete, accurate, and up-to-date. This means adding or updating your:

The more accurate and consistent your information is across your profile, the easier it is for customers to complete your call-to-action. Shorewest Realtors have Facebook pages for their main office and pages for their satellite locations. They provide customers with the information they need to request assistance.

shorewest facebook business page

Here’s a screenshot of the page for their HQ. And their page for a local office below.

Shorewest facebook business page

Why it works:

2. Set up messenger

Facebook messenger is a great way to improve the customer experience. When customers visit your Page, they’ll be able to see your responsiveness rate. 

Here’s how you do it.

page settings
facebook messenger setup

Remember the information you gathered ahead of time? You’ll want to choose the messaging criteria you’ve outlined for your business.

Optimizing your Facebook page for search

Nathan Latka wrote a post from Moz, outlining seven key ways to optimize your Facebook page for search. Here’s a brief recap.
  1. Choose the best name for your Page: You’ll want to choose a business name with strong brand appeal. Stay away from generic usernames or business names stuffed with keywords. 
  2. Choose the vanity URL: Facebook offers businesses the option to create a unique URL (username). The URL you choose should be clear to customers and search engines. It’s best to choose a username that offers branding benefits (e.g., Facebook.com/CocaCola vs. Facebook.com/SoftDrink). 
  3. Add relevant keywords: Focus your attention on branded and generic (long-tail) keywords. Sprinkle these carefully through the content on your Business Page. This isn’t about stuffing your Facebook Page with keywords, it’s about relevance. Don’t force keywords into your Page if it doesn’t fit. 
  4. Build inbound links: You can build inbound links to your Facebook Business Page. Add links to employee email signatures, share links on opt-in and purchase confirmation pages. You can share your Facebook links on other social media profiles and contact forms. This amplifies the traffic and conversions you receive on Facebook. 
  5. Organize your tabs: Use your analytics or your own internal data to organize your tabs. Organize your tabs based on your priorities.  
  6. Claiming unofficial pages: Occasionally, you’ll find pages on Facebook with the same brand name and the same address. Some of these pages have reviews and history of their own, but you don’t have control over these duplicate pages. Facebook creates these placeholder pages, but you can claim and merge these unofficial pages into your own. You’ll need to verify your business to claim these pages. 
  7. Request recommendations. Facebook states that one in three people, almost a billion people, use the platform to look for recommendations and reviews. If you’re working with customers, you’ll want to make it a habit to request recommendations from customers. 
Cafe Corazon is a Mexican Restaurant with several locations across the midwest. Take a look at how they’ve optimized their Facebook page. 
cafe corazon riverwest facebook business page
  1. They have multiple locations so they’ve used the name of their business along with the location to differentiate between each location. 
  2. They’ve optimized their page for the keywords “Best Mexican Restaurant” and “Best Margarita” to promote their business in Google Maps.
  3. Cafe Corazon has requested reviews from hundreds of customers.
 
cafe corazon riverwest-facebook recommendations
  1. They respond to reviews personally and they make themselves available via Messenger or live chat.
  2. They prioritize their tabs, focusing on the details customers care about most (Home for general information, reviews and recommendations from customers, photos, videos, menus, and events).
  3. They’ve selected the username (vanity URL) @cafecorazonrw to promote their business.

Let’s take a look at another example. 

Arsova Salon is a couture salon that’s located in Chicago’s trendy River North neighborhoods.

arsova salon facebook business page-1
arsova-salon-facebook-business-page-2
arsova salon facebook recommendations

Arsova Salon is a high-end establishment. 

They’ve optimized their Facebook page so it conveys the same kind of appeal that’s visible on their website and in their salon.

  • Their cover photo is a short video that showcases their location, the ambiance, and the experience.
  • Their description mentions the fact that the owner Anita Arsova, is a celebrity stylist.
  • Their content maintains their brand message and presentation, showcasing their high-end location, expert stylists, and upscale culture.
  • They focus their business on their values and culture — so much so that they’re willing to tell customers no.
  • Arsova is consistent on their Facebook page, providing customers the information they need to make a decision to buy. Their call-to-action, “Book Now” is clear and focused.
  • They’ve optimized their page around the keyword “Chicago Balayage” and other service-oriented keywords.
  • They’ve linked to their Facebook page on their website, other social media profiles, and they’re listed on their in-store print collateral.

Arsova uses their Facebook page to segment their audience. Their values and presentation make it clear that they’re focused on a specific customer who shares the same values. 

Meet your customers where they are.

Your customers have a specific set of questions they need answers to. Your Facebook page is an opportunity to answer these questions ahead of time. 

How to delete your Facebook Page

What if you want to delete your Facebook Page? 

Maybe you need to delete duplicate pages or have other reasons for stepping away from the platform. How would you go about deleting your Facebook page if you need to?

First, you have two options, deleting or unpublishing your Page. You’ll need to be an admin of your business page for either option. Here’s how you do it. 

how to delete your facebook page

Your Facebook Page won’t be permanently deleted until 14 days have passed. Facebook wants you to stay on their platform, so they provide you with the option to unpublish your Page at any time, for any duration of time. If you choose to unpublish your Page, they may release your username if it is unused for an extended period of time.

What about Facebook Business Manager?

Facebook Business Manager is focused primarily on ads. 

Facebook describes Business Manager as “a one-stop-shop where you can manage all of your marketing and advertising activity on Facebook. Built for businesses of all sizes, it allows you to create ads, manage multiple assets like Facebook Pages and Instagram profiles, and easily share access to these assets across your team and with external partners.”

With Facebook Business Manager, businesses are able to manage:

Using Facebook Business Manager, you can:

  • Complete the business verification process
  • Create and share custom audiences
  • Track and manage your ads on Facebook and Instagram
  • Control user access and permissions
  • Manage third-party (e.g., vendor, contractor, partner) relationships
  • Manage payment methods and lines of credit
  • Share access to account data and reporting

Using Facebook Business Manager, you can:

  • Marketing teams: If you have a group of people who work together to manage your profiles, marketing, and advertising on your Facebook or Instagram business presence.
  • Managing assets: Facebook Business Manager is a centralized tool enabling you to manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts, or apps.
  • Working with vendors: You can provide third-party providers with the access they need to create, run or manage your Pages or ads. With Facebook Business Manager, you can share access but maintain ownership of all your assets.
  • Maintaining control over access and permissions: You want complete jurisdiction over your assets without giving ownership to people who assist your business operations.
  • Growing your business: You can request access to other Pages, ad accounts, and apps; you can also share your access to your assets with third-parties.
  • Securing your business: Business Manager adds new safeguard tools continually via their new Security Center to help you maintain control of your assets.

With Facebook Pages and Business Manager, brands can manage their organizations efficiently, using Facebook’s integrated suite of tools and resources.

Facebook optimization is an easy way to grow

Facebook gives you instant access to 2.7 billion people; it’s easier than ever before to reach new customers. If your Facebook page isn’t optimized, you may be losing a large amount of the traffic, clicks, and revenue your business needs to grow. 

Start with a Facebook Business Page. 

Use Facebook Business Manager to manage your Page’s growth. Use Business Manager to create ads, manage multiple assets, and share access with your team. 

It’s simple and easy. 

With consistent effort and a clear goal, you’ll find your Facebook Page is a powerful resource you can use to boost the traffic, clicks, and revenue your business needs to grow.

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