Use this guide to make sure you set up your Facebook page correctly and optimize all possible areas to get the best results for your business.
Facebook Pages help your brand or business promote and share its value-add and to assist in customer support.
Facebook remains the primary platform for most Americans. Two-thirds of US adults now report being Facebook users, and 74 percent of Facebook users report visiting the site every day.
Despite recent criticism of Facebook’s data privacy, both daily and monthly users have increased by 13% year over year.
What does that mean? Facebook isn’t going anywhere anytime soon.
You need to continue to make Facebook a part of your overall marketing mix to reach your current and future customers.
Features like Location Pages, Messenger, Custom Images, and Enhancement are just a few of the many things you can do to optimize your Facebook page.
Use this guide to make sure you set up your Facebook page correctly and optimize all possible areas of the platform to achieve the best results for your business.
Facebook Marketing Fundamentals
Yes, Facebook is free, but your Facebook page cannot replace your own website in any way. A website is the only online place where you can truly check your message.
Your Facebook Page functions as a microsite that complements and perhaps highlights your brand’s appearance on the platform.
Since social media profiles often rank high on search engine results pages (SERPs), getting your brand name on Facebook and other social media platforms will definitely help your name appear digitally.
When I search for Sanitas Medical Centers Tampa” I get loads of results on the first page. In addition to the domain and search directories that appear on the front page, a Facebook location page appears for Tampa locations.
It’s also important to keep search engine optimization (SEO) methodologies in mind when developing and optimizing your Facebook page.
Adding key brand and non-brand long-tail keywords should sprinkle on your Facebook page alongside your post updates.
Create Your Facebook Page
When creating a Facebook page, it’s important to pick the right type of Facebook page right off the bat. You can choose from:
Local Business or Place: Only choose if you have one location. That said, don’t freak out if you have one location now, but will have more in the future. Keep on reading to find out more about Facebook location Pages.
Brand or Product
Cause or Community
Setting it up properly the first go-round will enhance the way you communicate the message you wish to show.
Once you have chosen the type of page you want to create, visit Facebook.com/pages/create and start the process.
If you have a business with a location, you can start from the location page. But if you expand your locations, there are several things you need to do to make this happen.
The good news: You no longer need to request Facebook location pages from Facebook.
If this is your first time doing this and you have an address on your homepage, you will receive a “warning” message.
Reason? You will have many workplaces.
Your main Facebook Page should be the primary or “home page” for your brand. Subpages are your location pages.
Once you access the Location Pages tab, populate each location with the appropriate locations:
As mentioned earlier, be sure to use the keywords you are trying to rank for in search. If you are an urgent care facility, use words like “urgent care” or “medical center” in your copy.
Another great advantage of location pages is that you can apply ratings and reviews. You have the option to hide them, but it’s better to show them because reviews play a big role in digital marketing, local marketing, and SEO.
Make sure you have enough time to test as best you can and respond to feedback. If you’re ready to take the plunge, head over to Facebook and follow these steps.
Keep Working Hours Correct
It’s important to enter your hours of operation, but it’s just as important to update them when they change.
When adding new location pages, make sure you have the correct opening hours and open days, as some may change.
Unlike Google My Business, Facebook doesn’t allow you to customize hours for holidays or other special events. If you have special hours for holidays and special events, take advantage of using Facebook posts or ads to deliver that message.
For example, if you’re experiencing inclement weather or have a special event, or you’re promoting a new product you’re currently selling, create visually appealing posts and paste them at the top of your Facebook page so visitors to your page can see it. IT.
Having a unique username (or short, friendly URL) for your Page makes it easy for users to find your Facebook Page when you have a unique username.
When you start, different numbers will follow your Facebook domain and it will look like this:
You should keep your brand name in mind. If you’re optimizing a Facebook location page, I highly recommend using a brand name and username location.
Facebook Pages with usernames are also allowed to create custom URLs that allow people to quickly visit and message them.
As you can see in the example below, if you search for “@LLBeanLynnhavenStore” you can send a message or visit that particular location page.
Some other things to keep in mind when creating a username:
- You need to be an admin to create a username.
- You can’t use any spaces or underscores but you can have periods separating words.
- Capitalize the words to enhance readability and won’t affect if people type in lower case letters.
- Usernames can be a maximum of 50 characters.
- At least 5 characters long.
Want a custom username for your Facebook page? Follow these steps.
Profile & Featured Image
Facebook Pages give you a great opportunity to showcase your brand.
One way to customize your Facebook page is to take full advantage of the featured image section instead of just using the profile/avatar feature.
Now you can not only upload an image to the featured image/banner section, but also get creative and use a video or create a slideshow.
This is a great place to promote testimonials or your team that serves your customers.
According to Facebook, “Cover photos can’t be deceptive, misleading or infringe on anyone’s copyright.”
Read through Facebook’s guidelines to get a better idea of what you should abide by.
Call to Action Button
Below the cover image, you can add a call-to-action (CTA) to encourage your users to engage on the page or learn more about your business.
It will determine the best CTA your brand does. For example, if you’re an urgent care facility and you want facility managers to contact your patients, add “Call Now” instead of “Register”.
- Go to your Facebook Page.
- To the bottom right of your featured post, you will see the CTA button in blue.
- Click on that button and then you will be able to pick which CTA you prefer.
Managing Customer Reviews & Comments
Engaging and interacting with your customers is an integral part of social media.
Facebook is a great platform where you can provide a great service (respond to and assist customers) and also discover new ways to improve your business.
You need a strategy for evaluating and managing comments and feedback, so don’t underestimate this section.
You can apply reviews to your page only if you’re ready to respond to your comments on posts and ads. To do this simply:
- Go to your Facebook page.
- Click on Settings.
- Under General > Reviews.
- You then can Allow visitors to review this page or if you’re not quite ready for this, then simply click on Disable Reviews.
Reviews are a great way to show how well your business is doing.
If you get a great review, be sure to respond. This shows consumers that your brand is committed and cares about making them happy.
Facebook Messenger, like reviews, is another great way to show your business’s willingness to provide excellent service and support in a variety of settings.
Messenger is another way for your consumers to connect with you.
Again, you need to know your bandwidth. If you’re ready to take this step, you need a strategy. You should consider how fast you can reply to your messages.
Your response rate will be displayed on your page. It shows how efficient you are in answering customer questions.
If you’re ready to perform this step, skip to:
- Go to your Facebook page.
- Click on Settings.
- Under General > Messages.
- Then click the button that says Allow people to contact my Page privately by showing the Message button.
Organizing Your Page Tabs
While this is obvious, this step will need to be repeated if you repeatedly implement Facebook location pages. Not only can you arrange these icons, but there are also some icons that you can turn on or off.
The reason you want to browse this section is that some icons may take precedence over your business, depending on what you do.
You can also use the templates provided by Facebook that can give you ideas on how to organize your badges.
- Go to your Facebook page.
- Click on Settings.
- The on left, click on Edit Page.
- Once in the Edit Page area, you will be able to see the various templates, and also place various tabs in order by dragging the three-lined icon to the left of the tabs and moving them around.
Claiming Unofficial Pages
Have you ever searched for your brand name and found other pages with your brand name (with map, reviews and ratings)?
Well, this is an annoying, yet solvable issue.
Facebook creates these pages designed to act as placeholders. It provides a space for the visitor to register and leave feedback and comments about the venue.
Unfortunately, sometimes Facebook is a little too eager to do this because some businesses already exist for this particular niche.
So what do you do?
The best way to fix this issue is to claim and (if necessary) merge these unofficial Facebook pages. Doing so can give you full control over your brand on Facebook.
Note: Once you have completed the steps below, it does not mean you are done. Checking unofficial pages should be a regular part of your overall social media maintenance.
If one of these pages appears when you search for your brand name, you must claim the page before linking it to your verified Facebook page.
Here are some ways you can claim the unofficial page:
- Verify via phone call
- Utility bill/Phone bill
- Business license
- Business tax file
- Certificate of formation
- Articles of incorporation
The fastest way to gain access is with an electric bill, especially if you work for an agency and are not physically at work.
Once you’ve verified the page (takes up to 24 hours), you’re ready to move on to the next steps:
- Go to your unofficial duplicate page on Facebook that you just claimed.
- Select Is this your business? from the drop-down menu.
- Choose the option Merge into a verified page you manage.
- Select your page from the drop-down and submit.
Note: If you have multiple location pages, make sure you merge with the correct page. Even if you don’t have location pages, you can still use the above process to merge an unofficial Facebook page with the one you are managing.