FACEBOOK BUSINESS PAGE

BEST PRACTICES AND MISTAKES TO AVOID

Today, having a Facebook Business Page is mandatory. A well-crafted Facebook Business Page can be a perfect place for creating engagement, brand building, and lead generation. However, the Facebook digital landscape isn't a walk in the park; it's a dynamic arena where staying ahead of trends and adhering to best practices is crucial. The platform itself is consistently redesigning its dashboard interface and adding new features, making it more and more challenging for new business owners to manage it themselves without feeling overwhelmed and lost.

This is why we at Laser Image Marketing decided to write this guide so that small business owners, social media managers, and marketers have the essential do's and don'ts of optimizing their presence on Facebook. We'll explore tactics that can amplify reach, help you connect with your audience, and ultimately, turn your page into a hub for business growth.

CRAFTING A FACEBOOK BUSINESS PAGE THAT THRIVES

KNOW YOUR AUDIENCE

Start with the basics. Your Facebook Business Page should speak directly to your target audience. Use Facebook Insights to understand who resonates with your content and tailor your posts and communication style accordingly. Remember, your audience on Facebook may not be the same as your audience on other platforms such as LinkedIn or Instagram.

SHOWCASE YOUR BRAND IN AN APPROACHABLE WAY

Your Facebook Business Page is an extension of your brand. Use high-quality, professional images for your profile picture and cover photo that are sizes optimal for both large screens and mobile devices. Ensure they are on-brand and in line with your visual identity so that your audience feels as if you are speaking directly to them in the way that they want to be spoken to. Additionally, your 'About' section deserves extensive attention. Use it to tell your brand story, include keywords for SEO, and don't forget to add a call to action for those that are ready to buy or book now. Be sure to note the mobile version's character limit so that it doesn't cut off mid sentence. Most searching occurs on a mobile device, so your content and layout should always be optimized for it.

CONSISTENT CONTENT DELIVERY

To stay top-of-mind, you need to be in your audience's feed regularly building Know, Like, and Trust within your community. Consistency is key. Develop a content calendar and aim for a diverse mix of posts, including updates, promotions, educational content, and community-related topics. Regular posting doesn't mean compromising quality, so always share content that provides value to your audience. People engage most with content that benefits them, so be sure to post content that clearly conveys a story that they can relate to or an offer that they would be remiss to not take advantage of before it's gone.

ENGAGE WITH YOUR COMMUNITY

This is where we see businesses lose the most opportunity. They worry more about creating content that will drive sales rather than to keep up with their local community and following. Engage with your followers by responding to comments, messages, and posts that tag your page. Encourage conversation and be authentic and have fun with it! Show the human side of your business. For example, replying with GIFs can show so much more personality than plain text. A responsive and interactive page not only breeds a loyal community but also boosts your visibility on the platform.

LEVERAGE FACEBOOK ANALYTICS

To truly understand how your page is performing, you need to dig into the numbers. Facebook Analytics can offer insights into what's working and what's not. Pay attention to post reach (how many people saw your content), engagement, impressions (how many times people saw your content), and the demographics of your audience. Use these data points to refine your strategy continually.

PITFALLS TO DODGE ON YOUR FACEBOOK JOURNEY

IGNORING THE POTENTIAL OF PAID PROMOTION

Organic reach on Facebook is declining as the platform places more emphasis on fostering genuine interactions between users. Don't be shy about using Facebook Ads to amplify your reach. Paid promotion can be cost-effective and offers the precision to target specific demographics, interests, and behaviors.

NEGLECTING REGULAR PAGE MAINTENANCE

Your page is often the first point of contact for potential customers. If someone sees that a post hasn't been made in several months, they will think that no one is around to answer any questions they might have and start to question if the business is still in oporation. An outdated page can leave a poor impression as well. Keep all information current, maintain your content, and respond to inquiries promptly. Regular page maintenance ensures your Facebook presence is professional and trustworthy.

OVERPROMOTION AT THE EXPENSE OF ENGAGEMENT

While promoting your business is the goal, bombarding your followers with sales pitches is counterproductive. The 80-20 rule is a good guideline — 80% of your content should be informative or entertaining, and 20% can be promotional. This helps maintain engagement and prevents your audience from tuning out.

DISREGARDING THE VALUE OF HIGH-QUALITY CONTENT

In the pursuit of regular posting, the quality of your content should never be sacrificed. High-quality, engaging content not only attracts more viewers but also encourages interactions, which bolsters your page's reputation and visibility on Facebook.

IGNORING OR HANDLING NEGATIVE FEEDBACK POORLY

Negative feedback can be an opportunity to showcase your customer service skills. Address criticism promptly and professionally. How you handle negative comments can be just as impactful as the positive feedback you receive.

IN SUMMARY

Your presence on Facebook is a reflection of your business's values, identity, and engagement philosophy. By understanding the platform's nuances and staying true to your brand, you can create a dynamic hub for customer interaction and growth. From maintaining a consistent presence to avoiding the pitfalls of overpromotion, your Facebook Business Page can truly be a powerful asset in your marketing arsenal.

Whether you're a seasoned social media manager or a small business owner just starting, the key is continual learning. Stay updated with Facebook's latest features, tweak your strategy based on insights, and above all, be authentic. Your Facebook Business Page is not just a storefront; it's a warm welcome to new and returning customers.