Facebook is still the largest social platform to date registering 2.5 billion monthly active users. This means two things: it’s a great way to engage with your audience and it’s also a great platform for advertising your products or services.
However, Facebook is optimized to prioritize friends and family posts over page posts hosted by a business, brand, entertainer, celebrity, etc. This makes the organic reach for business pages very low, averaging about 5.5% at the end of 2019. You can find ways to combat this here.
But before you get started on that, let’s check out how you can optimize your Facebook business page for the best results from the get-go.
How to optimize your Facebook page
First things first, let’s make sure you have a business page to work with. Once you decide to set one up, Facebook gives you a handful of options to choose from for you to best showcase who you are and what you do. The list of options are as follows:
Local business or place
Brand or product
Cause or community
Once you decide which page is most representative to the type of brand or business you have, you can get rolling with these other steps to optimize your Facebook page!
Create a custom user name
This should be your brand or business name so that your customers or clients can easily find you. Matching it to your business name also makes it easier for new customers to search for you as well. Your username can have a maximum of 50 characters and a minimum of 5.
If you have multiple locations, it’s recommended that you attach the location to the username so people local to the area can easily discern if they’re on the right page or not. For example, if Sally’s Ball Gown Boutique is in Key West and San Diego, she would put SallysBallGownBoutique.SanDiego. Your username cannot have spaces or underscores in it.
You can also customize your URL to match your page name, rather than leaving it to have your page name and a whole slew of random numbers as it’s automatically set up.
Set your profile and feature image
This is another area where you want it to be recognizable to your current customers and familiar for any new ones that have already been to your website or seen your advertisements. It should represent your brand and also match those of your other social profiles.
Your feature image doesn’t need to just be a static image either. Facebook now allows you to upload video or slideshows as well, so you’re able to better showcase your brand to new visitors. Whatever you put in this space cannot be misleading, deceptive, or infringe on someone else’s copyright though, so don’t just fill it with something you found on Google images unless it’s an image you own.
Sprinkle your page with keywords
When filling out your about, location, brand story, services, URL, and page title, be sure to use keywords relevant to your business. Take your top 5-6 keywords and use them throughout your page so it doesn’t become oversaturated.
Your URL, page title, and About will be visible on your first page as well as search results, so it’s important to have these keywords strategically placed. For those more familiar with search engine optimization, the name of your page corresponds to the title tag and your short “About” description works as a meta tag, both key aspects in how you rank in search.
Keep business hours accurate
If you have a brick and mortar location, be sure to keep your business hours up-to-date so that customers know when to visit. Facebook does not have the option to customize these hours due to holidays or special occasions, so be sure to either post or advertise that your hours have changed for specific days or extended periods of time.
Fill out the location page
Another important aspect of optimizing your facebook page is the location page, whether you’re a single location or have many. Be sure to fill this out so people local to your area can find you and people interested in your product or service can see where it’s available.
Each location can implement ratings and reviews, but be sure to monitor them. Responding to both positive and negative reviews shows your audience that you’re engaged and also have a focus on improving customer service. These ratings and reviews also provide benefits for local marketing, SEO, and digital marketing.
Tailor your call-to-action button
Found just below your feature image, you can change this button directly from your profile to better communicate with your audience about the next step they can take. You can either encourage them to interact with your page or help them learn more about your business.
What you do will determine what your button action should be.
Organize your page tabs
Once you head into your page settings, you have the ability to rearrange your page tabs and even turn some of them off. Once again, what your business does will determine which tabs are necessary. Some tabs may be more of a priority for your brand than others.
Customize your services tab
If you’re a business offering services rather than tangible products, go ahead and fill this page in to display a detailed and customized list of the services you provide. Facebook allows you to add a custom name at 40 characters, a description at 200 characters, as well as a custom photo.
Setup your Place Tips
If you have a physical location for your business, Place Tips allow you to gather useful information about your business to be displayed at the top of your page to anyone visiting. This information can be posts from your page, upcoming events, and friends’ recommendations and check-ins. You can customize the images and messages that are shown to people at your physical location through these tips.
In order to implement this tool, you must request a free Bluetooth Beacon from Facebook.
Manage customer reviews and comments
One thing that will really show how involved your brand is both with your community and with your customers, is by responding to negative reviews or comments in a timely fashion. It shows that you’re actively engaged with what’s being said about your business, as well as indicates that you care about improving the customer experience.
Optimize your messenger
Facebook messenger allows you to set up instant replies when someone reaches out to your brand so that you can engage and answer questions even if you’re not actively on the platform. You can ask questions of your customer so that when you do check your messages you have most of the information already in front of you.
For example, TM Social Marketing is set up to respond asking if they’re interested in a service I provide, and if so, which one? You can drive a conversation from autopilot with this tool so it’s one less thing you have to worry about.
That doesn’t mean you never have to check your inbox. Facebook still tracks how long it takes for users to get a response (not an automated one) and shows it on your profile page. Having a shorter response time and responding at all is another great way to show off your level of customer support.
Verify your page
Last but not least, you have the ability to verify your Facebook page. This helps users to find the authentic account for your business so they know they’re getting information from the right source. Verified pages also show up higher in search results which makes it easier for both current and new clients to find you.
There’s two ways you’re able to verify your Facebook page - by phone number or by documents such as a phone bill or business license. Using documents may take a couple days to verify, and requesting verification doesn’t guarantee you will receive it.
If you go into your page settings under General and don’t see the option to request verification, this likely means you either need to finish completing your profile, you aren’t posting content regularly enough, or your business isn’t getting enough press or growth.
Tackling organic Facebook obstacles
Following these steps to optimize your Facebook page can help you boost your page’s organic reach, but keep in mind this isn’t a standalone suggestion. There are steps you need to take with your content and engagement that helps to drive engagement as well, and you can find those tips here.
If you need help getting set up and going, reach out through my contact form so we can connect and see how I can help!