Facebook for Business: 10 Essential Tips

Does your company have an effective website and are you proud of it? Perfect, it’s time to tackle the Facebook page. If you don't have a website and most of your online marketing goes through Facebook, it's even more important to focus on this. For effective business, your business page needs to be neat, optimized and dynamic.

Facebook regularly decreases the reach of business page posts in order to encourage businesses to invest in paid advertising. It then becomes necessary to have an impeccable page so as not to slip through the cracks.

helloDarwin gives you 10 tips for a successful business Facebook page

1. Plan your publications

As in any activity, organization is important in the effectiveness of the actions accomplished. It is advisable to maintain a certain regularity in the publications shared while avoiding polluting the news feed of your subscribers. A follower who feels spammed risks unsubscribing from your page. In the same way, if your publications are too rare, the user risks forgetting you in favor of competitors. The solution is therefore to keep a certain rhythm for the links, photos and videos that you publish.

You don't have time to invest regularly on your page? Don't worry, Facebook offers an option to schedule your publications. They will be posted online on the date and time you choose.

If you are organizing a Facebook campaign, make sure that the actions are coordinated with the other social media that you will use to achieve optimal results.

2. Knowing how to stand out

As you must imagine, a Facebook user can be subscribed to hundreds, even thousands of pages and profiles. But then, how can you stand out in this flood of information that invades the user every time you open the Facebook application?

To stand out from the crowd, you have to be creative. Always note that Internet users who are members of your community can also follow your competitors, so stand out! If your page is out of the ordinary and you provide exclusive content, you will attract new subscribers. Be careful, however, to maintain a certain consistency between your page and your area of ​​activity.

3. Write smart

As with the company website, content marketing has its share of importance on Facebook. To capture users’ attention, write short, concise texts that arouse curiosity.

This year Facebook implemented a new algorithm which prioritizes certain content to the detriment of others. In this way, quality content, whose publications include comments and shares, will be favored, hence the interest in publishing posts that encourage action.

4. Optimize the visual elements on your Facebook page

It's proven, publishing a photo generates around 180% more engagement than a normal publication. However, to optimize their reach, it is necessary to share aesthetically pleasing images in good resolution. Forget blurry, cut or off-theme photos, this will harm your traffic on the page. Instead, opt for beautiful images, the size of which meets the Facebook format. You will find a multitude of resources on the internet to help you define the size of a photo according to what you want to publish (image of a web link, featured image, cover of a Facebook event).

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5. Talk about others

Of course, there is no question of promoting your competitors, but it is always good to share links to interesting and relevant information in order to increase Internet user engagement. This allows them to be more involved in your page.

However, be sure to avoid sharing political or religious information, unless it concerns your field of activity. The goal is not to create heated debates, but to improve your brand image on the web. Instead, favor information that deals with culture, sport, events and news relating to your sector. On Facebook we generally favor 20% promotional messages and 80% general messages.

By diversifying your publications, you can reach a target audience that you would have had difficulty reaching by remaining focused on the activity of your company.

6. Advantage your followers

Users who follow your page must feel privileged to keep their attention. Keep them informed of the latest news, organize competitions, engage them in your publications and above all, don't miss the opportunities to thank them. If you've reached a certain number of followers and you're proud of it, post an image thanking your followers. It's important to show that you appreciate your followers.

Whether it's through comments or likes, be involved in all your statuses and posts. Every user who shares a comment deserves a response, especially if they post a question.

7. Use video ads

More and more companies are using video ads in their marketing strategy; this with the aim of presenting different aspects of a product or making oneself known. So if the budget allows it, do it. Video ads help businesses stand out and attract the attention of Internet users with animations that energize the message to be conveyed.

Facebook offers us some tips for videos to have the maximum impact on users:

• It is advisable to create short videos, because mobile videos work best if they do not more than 15 seconds. If the video is longer, make sure that the brand message appears at the beginning of the video;

• The video must be able to quickly capture attention by starting with the most impactful parts;

• Priorize the vertical or horizontal format so that they are adapted to the mobile;

• Use subtitles so people can understand the video, even if they have chosen to mute the sound.

8. Take care of your profile photo

We can never say it enough, a credible page is a page where all the information is completed and up to date. The profile photo and cover photo must represent the company. The ideal is to put your logo in your profile photo and create a cover photo compatible with it. The basic information to provide is contact details (address, telephone and email) and a presentation of the company.

9. Animate your professional community

Do not hesitate to subscribe to your competitors, this will allow you to monitor information and draw inspiration from them to do even better. In the same way, follow professional media corresponding to your field of activity. It's important to stay proactive on social media, so comment on posts and interact with people online. Another idea is to follow companies that offer complementary services. This can be a very good way to create partnerships with the aim of exchanging visibility and making yourself known to their subscribers.

10. Analyze the results and reach of your posts

Whatever your goal on Facebook, it is necessary to measure the results of your business page. These statistics will help you determine where to focus your efforts to optimize posts. It is always interesting to understand what listeners are interacting with in order tooptimize your strategy on the social network.

Facebook provides you with several sections allowing you to dissect subscriber behavior and measure the performance of your professional page:

• Likes: allows you to know the total number of likes obtained each day as well as their geographical origin;

• Reach: in this section we find several elements, namely, the reach of publications, likes, comments and shares;

• Visits: allows you to consult visits to pages and tabs. It is also possible in this section to know the percentage of people who viewed your page from a website outside Facebook;

• Publications: Thanks to this tab, you can know at what time of day your followers consult your page the most. This also allows you to know the performance of different types of publications according to their reach and average engagement;

• Video: allows you to measure the performance of published videos;

• People: to find out more about your subscribers by gender, age, location and language. This function also allows you to know the users reached by your publications and the people engaged.

11. Add an RSS feed to your page

If we immediately recognize the importance of publishing quality content on our Facebook page, we often forget to what extent an RSS feed can be greatly useful in achieving this. Adding an RSS feed to your Facebook page allows any new content that appears on your blog or site to be automatically published on your Facebook page. This is more than practical for anyone who wants to be active on their page without spending excessive time on it.

12. Adding a Pixel to your website

If integrating video advertisements on your Facebook page is indeed an excellent idea, it is still very important to be able to concretely measure the impact of the advertisements that are broadcast. To do this, simply integrate a Facebook Pixel into your site. You will then be able to follow the actions taken on it and know if your advertising efforts have been successful and, if necessary, adopt a new approach.

13. The name of your page

Although the choice of the name of your Facebook page seems self-evident and this point may not seem very worthy of interest, let us still point out that one thing deserves to be said on this subject, which is to always name your page using the name of your company. Obvious, right? However, some people decide to eliminate spaces, accents or write the name only in capital letters, which is definitely not a good idea.

Indeed, you must keep in mind that people who search for your business on the web will do so using its name as it appears in its original form. No one will have the reflex to look for you on search engines using capital letters or a spelling other than the original. This is why the name of your Facebook page must absolutely match that of your business, no more and no less.

14. Creating a personalized web address

To avoid the URL of your Facebook page being the one provided by default, opt to create a personalized web address for your website. Not only will this allow you to have a shorter and easier to write Facebook page address, but it will also look much more professional.