Top 10 Must Read Tips to Run a Successful Facebook Business Page

Posted on May 11th 2013

Top 10 Must Read Tips to Run a Successful Facebook Business Page

Marketing your business on Facebook is something that should be well planned and requires that you understand the platform to insure the success of your Business Page.

Here are 10 tips you can use to run a successful Facebook Business Page:

Facebook Tips

1. Find the Answers

Why: Why should you be on Facebook?

Not every business should be on Facebook! Figure out where your target market is and focus on the platform(s) that will have the highest pay off for your business.

What: What are your goals or what are you trying to achieve.

Some of your Goals may be:

  • Create brand and/or product awareness
  • Build a community
  • Show your expertise
  • Educate
  • Stay top of mind
  • Increase your reach
  • Generate traffic to your website
  • Build new partnerships
  • Provide Customer Service
  • Increase sales, Etc.

Who: Who is your target?

Have a clear idea of who you want to reach on Facebook. The more you know about them, the better you can target your message.

How:  How are you going to get there?

Figure out which best strategy will help you achieve each goal. Strategies are never set in stone, you need to review and revise as needed.

2. Use the Space Given Wisely

Facebook gives you space which can leave a lasting impression on your Page visitors. Make sure to pay close attention to your Cover image, Profile image and About section.

  • Cover image size: 851 pixels by 315 pixels and may not include more than 20% text.
  • Profile image size: Upload images 180 pixels by 180 pixels (shows at 160 pixels by 160 pixels)
  • The types of information that appear in the summary box are specific to your Page’s category. The About section under your profile image may allow for your to write around 155 characters which will be visible on your profile. Make sure to include your website address if you can.

3. Your Cover Should Talk

Your Cover image is prime real estate on your Facebook Page and it’s the first thing your Page visitors will notice. Your Cover image should express who you are as a business and your Page visitors should understand what your business is about at a glance.

 

4. Post Regularly

Posting at random or not regularly enough can leave a negative impression on your page visitors and affect your reach. Also, posting too frequently can have an adverse effect on your Page engagement. Find your rhythm by testing your frequency and watching your numbers to optimize engagement.Creating aContent calendar can help you stay on track and makes the process easier to manage.

5. Understand the Platform 

Facebook EdgeRank

Did you know that not all your fans see your posts?Actually probably less than 16% of your fans see your Page posts! Edgerank determines what posts appear on a Facebook user’s newsfeed. Facebook EdgeRank formula includes:

  • Affinity: Measures the relationship between the viewing user and the creator of the story. The closer the relationship the higher the score.
  • Weight: Different types of posts carry different weights (photos, videos, status updates, links, etc.). The higher the weight, the higher the score.
  • Time Decay: As a post ages it continually loses value.

Page vs. Profile vs. Groups

 Pages are for businesses and are entirely open to the public and search engines. Pages can also have applications and custom tabs to help engage with your audiences. You can have as many Pages as you want and there are no limits on the numbers of fans (likes) you can have.

Profiles are for your personal use and represent you as a person. On your profile you have “friends”. You can have up to 5000 friends and you’re allowed to “like” up to 500 pages. You’re only allowed to have one personal profile. You can control your visibility with the privacy settings.

Groups are for people who share a common interest. Group members can participate in chats, upload photos to shared albums, collaborate on group docs and invite members who are friends to group events. In Groups, there are 3 Privacy Options: Open, Closed or Secret.

Facebook Terms of Service (TOS)

Breaking Facebook rules may result in having your page shutdown without notice. Be familiar with the TOS. Keep in mind that TOS may change without noticed as we recently saw with the Cover image rules. Visit Facebook to learn more https://www.facebook.com/policies.

Insights

By using the Page and Post Export option in your Facebook Page insights, you will have valuable data to help you understand how people use your Page and what works best for your business.  Facebook insights can provide valuable data to help you measure your Page success. Keep track of your numbers and adjust accordingly!

Check out Social Media Examiner 6 Facebook Metrics Marketers Should Be Measuring.

Tool ALERT: I discovered a really great Facebook Page analytic tool you may want to try, take a look at Shoork (review to come shortly).

Help Section

Facebook Help section can provide valuable information and is often underused. If you’re stuck, visit the help section first! Visit Facebook for more https://www.facebook.com/help/pages.

6. Use Facebook’s Features

  • Vanity URL
  • Post Targeting
  • Pinned Posts
  • Highlighted Posts
  • Featured Likes
  • Custom Tabs
  • Events
  • Post scheduler
  • Offers
  • Promoted Posts
  • Milestone
  • Questions

7. Respond to All Comments

Yikes…Only around 30% of brands respond to comments (source: Socialbakers.com). Respond to ALL comments and make sure your settings ( under Manage Permissions) allows for people to post on your Page and your Page has turned on ”messages”, so that people can send you private messages. 

8. Cross promote

To increase your Page visibility, you need to tell people about it. Don’t forget to link your personal Profile to your Page. Promote your Page on:

  • Other social networks
  • Your website
  • Business Cards
  • Marketing material
  • Events
  • Newsletters

9. Invest in Your Page

It’s becoming clear that Facebook ads are no longer an option for businesses. Include Facebook ads to your marketing budget to help increase your Likes, engagement, visibility, promote events, market your products or services, etc.

  • Promoted Posts
  • Sponsored stories
  • Facebook ads
  • Offers

10. Provide Value 

The 80/20 rule. Try publishing around 80% original and curated content that provides value to your followers and no more than 20% promotional content. Promotional content includes selling your products or services, posting about how great your customer find your business (unless your clients post it directly on your wall), showing your work or portfolio, promotion of your accomplishments, etc.

Relevant Content. Provide a mix of content related to your products or services. All too often we see Pages that post about random topics that are totally unrelated to their business. Don’t stray too far off your topic!

What’s In It for Them? Whenever you post to your page, remember that your page visitors want to know “what’s in it for them”. Be mindful of the content your post on your page to make sure you provide value to your visitors and fans. Most Facebook users Like pages to:

  • Receive discounts or promotions
  • Stay informed
  • Get entertained
  • Interact and connect
  • Get Educated
  • Show support

Bonus Tip!

Don’t put all your eggs in Facebook’s basket! Facebook can be a great marketing tool, but it still needs to be supported by other channels.

image source: Scott Beale via Compfight

 
Genevieve Lachance

Genevieve Lachance

Partner, Platinum Solutions

Some would say that I'm a little obsessed about technology, the web & social media! I would say that I'm more "passionate" about maintaining the pulse on the newest trends and tools. In my everyday life, I help entrepreneurs optimize their business by using technology and leveraging the internet.

See Full Profile >

Comments

Bill Hipsher
Posted on May 11th 2013 at 4:41PM

Great article Genevieve.  Another good tip would be to start small.  The "who" in your first point can be a big audience.  Reaching everyone you want to will take time.  We like to segment the "who" and then start reaching into each segment with specific content that can penetrate each of those segments.  We are careful not to think of the "who" as a whole.  That can be a daunting task and results can be discouraging when you tackle too much at once.

Genevieve Lachance
Posted on May 13th 2013 at 3:21PM

Good point Bill! I have to say that most small business owners I know who get into Facebook marketing don't usually get into the planning and strategy part, they just jump in blindly! 

MarketingXLerator
Posted on May 12th 2013 at 10:52PM

Genevieve:

great tips. I agree 100% with your approach.

The challenge is that many people are so resource strapped that they think they don't have time to do their homework. They open all kinds of social channels and "fly their planes in the dark without a well-defined destination".


Asking all those questions you ask in your deck and answering them carefully will bring long-term results. You are right, FB is not right for everybody - often in B2B there are other tools like LI or Twitter that can bear better results. But one does not know without the proper research.


Best, look forward to more blogs,


Natascha

 

Genevieve Lachance
Posted on May 13th 2013 at 3:14PM

Thank you for your comment Natascha. Being resource strapped for most small business owners is a pretty common issue but if you want to see any positive results with your online marketing, it will require some research and planning just like any other part of their business. Business owners have to realize that social media marketing takes time and planning, it's not something that you just casually do and see results! 

Talking Finger
Posted on May 16th 2013 at 10:34PM

Great article! 

I would like to clarify "not to post at random" a bit. I am figuring you mean without rhyme or reason to when you post.

I would encourage Page owners to post content on Facebook (and any social network) at varying days and times for a few months, even Saturdays and Sundays. 

The idea is that every business has their own audience, and your own analytics determine the best days and times to post. I typically detest the "best times to post are..." infographics and articles as most are created using Brand Pages and Social as a model whioch doesn't typically translate to the other 90% of businesses out there. 

Create, Engage, Measure, Refine. Always.

 

 

Genevieve Lachance
Posted on May 17th 2013 at 6:07PM

Thanks for your comment William,

Yes, that's what I'm saying: "Find your rhythm by testing your frequency and watching your numbers to optimize engagement".There is no one-size-fits-all approach to social media. It's important to know your audience and do your research.

 

Romona Foster
Posted on May 17th 2013 at 3:24PM

Wow, could this article be more amazing? Thanks Genevieve!

Genevieve Lachance
Posted on May 17th 2013 at 6:04PM

Thank you so much Romona! I'm glad you enjoyed the article.

Romona Foster
Posted on May 17th 2013 at 6:11PM

You're welcome.  Keep them coming!

ideagirlmedia
Posted on May 29th 2013 at 9:15PM

Genevieve,

Really good post!  Solid tips, excellent advice, and a great new tool to try.

Nice touch with the SlideShare - I want to know how you got the pop-up in there...

Well done!

~Keri

Genevieve Lachance
Posted on May 29th 2013 at 9:49PM

Thanks so much Keri! 

Watch for a post shortly on ShoorK, I'll be talking to the founder and might have some goodies to go along with it! 

I'm totally in love with slideshare! I'm just getting into it but can see the huge potential there! The pop up you're refering to is from the Pro version. 

 

Lyubcho Kostadinov
Posted on June 30th 2013 at 6:31PM

Congrats on this great post! I used some of your ideas to build an Infographic, called "20 Tips for your Facebook Business Page". You can check it out here: 

http://lyubcho.com/20-tips-for-your-facebook-business-page-infographic/

I'm sure you'll find it useful :) 

Andrea Bond
Posted on August 14th 2013 at 9:38PM

Great post for a newbie.  I have a question.  On my personal page, I have liked several businesses so that I can see their content in my feed.  But on my business page, are there good reasons to like other businesses other than seeing their content in my feed?  If I like a business does it have any negative ramifications?

Thanks!

Angus MacKillop
Posted on August 17th 2013 at 2:30AM

... yes... but all this is on the surface... 
I'd like to update you to a little truth about FB that I'm sure you already knew - it does not necessarily help to drive website page reads. In the last 12 hours, my latest article has garnered 70 FB "likes" as of typing this, but only 21 actual page reads in the same time period. Hmmmmm....
It all goes to show that a snappy title is the way to get FB likes - content has no bearing on it at all!

Ed Brown
Posted on August 23rd 2013 at 5:30AM

I'm glad to see someone else noticing how facebook to website activity has decreased substantially since their July update. Almost like a light switch my facebook interest actually escalated wth more "on facebook" likes and shares but it unfortunately is resulting in a much lower conversion to my blogs actual page views. I've also seen my facebook page like count slow way down - even with open graph installed on my site, facebook commenting system installed on my site, the "show faces" widget in the sidebar, a facebook log in option, and even a 'like' lightbox which appears once every 7 days asking facebook users who are currently logged in to give us a like. A little system which prior to July was scraping a nice amount of daily likes. I'm dreading October's update - which appears to be the one that's really gonna complicate some things. Good luck out there! @DCXposed.com

 

Keith Warren
Posted on August 28th 2013 at 12:50AM

I may be giving up on my Facebook business page. I've spent way too much time trying to figure out how to "like" pages in order to get some reciprocals. This includes reading several articles resonding to the googled frustrations of others. The authors must have a different version of Facebook. I have a respectable IQ, but I'm starting to question that claim. Today I thought I had it figured out...some guy in CA is now a personal FB friend. Does anyone an answer?

Abhijit Sen
Posted on January 14th 2014 at 11:48AM

Great post. Really good tips to improve the Facebook fan page.  Thanks a lot.......! All the applications you discuss are fantastic!

goviralnow
Posted on March 29th 2014 at 11:34PM

This is an excellent post and I have already shared it with people I know will also love it.

The slideshare was a great overview and also made reading the whole article really good.

Nice post, thanks.