There have been many companies that have expanded their online presence to include social media sites (in fact, the vast majority have). Of these social media sites, Facebook is by far the most well known and the most prominently featured on company collateral and websites. However, there are many companies that create a Facebook page and don’t necessarily know how to properly implement their social media strategy.
Important Elements to Utilize on Your Facebook Page
Not all Facebook business pages are created equal, which is to your advantage! You have incredible opportunities for personalizing your business page and making it unique. Here are some bare-bones requirements for a successful Facebook page.
You've (hopefully) established some branding guidelines for your website. Use those to your advantage and utilize them on your Facebook business profile. Your business profile could very well be the first place a lead interacts with or learns of your company, so make it count. Make sure you are aligned with your branding and set clear expectations with those who land on your Facebook page of what they can expect from you elsewhere as well.
Tell Your Story
A new feature was released on Facebook in 2018 called "Our Story". You'll see this on your Facebook page to the right of your screen. This a great place to tell the world a little bit about who you are! You can create custom content for this or go ahead and use information from your website (here's that consistent branding again) about who you are. This is showcased on your main Facebook business page, but it's also found in the "About" section.
Update Your About Section
Let the world know who you are, what you're about, where they can find you and when. This is important! Make sure you (at minimum) update your address and contact info, with a link to your website. Then you can add all sorts of fun things like your milestones, awards, products, etc.
Setup Your Page CTA
A great feature also brought to Facebook business pages has been the CTA (which you can now boost!). You can customize your CTA to fit the next steps you want leads to take, which can include:
Within these, you have additional options to ensure they're getting the experience you desire. To learn more, see Facebook's summary of the feature here.
A Facebook page can only produce what you put into it. Here are some important blog resources that delve more into that topic: