How to Optimise Facebook Business Page
Now that you have mastered the basics of how to create a Facebook page for business – it is time to think about ways to optimise your page.
These strategies will help maximise engagement so you meet your Facebook marketing goals.
Here is a quick video overview of the steps you can take to optimise your Facebook business page.
We will dig into these components and more in detail below and show you how to optimise your Facebook Business Page.
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Accurate Operating Business Hours
It is essential to enter your business hours and it is equally important to update them whenever they change.
When adding new location pages, always ensure that the correct opening hours and days are reflected.
Unlike Google My Business Facebook does not let you customise hours for holidays or other special events.
If you have custom hours for holidays and special events then take advantage of utilising Facebook posts or advertising to convey this message.
For example if you are experiencing unpredictable weather or have a special event or promoting a new product you now sell then create a visually appealing post and pin them to the top of your Facebook page so it is seen by those visiting your page.
Having a custom username or short, user-friendly URL for your page makes it more convenient for users to find your Facebook Page in search when it has a unique username.
When you start out your Facebook domain will have various numbers after it and look something like:
This is definitely not very friendly or memorable name to remember. However you will need at least 25 likes before you can amend this username.
You should keep your brand’s name at top of mind. If you are optimising a Facebook location page then we highly recommend using the brand name plus the location in the username.
Facebook Pages with usernames are also allowed to create custom URLs that enable people to quickly visit and message them.
Add Call to action on Facebook
There are hundreds of reasons why people visit your Facebook Business Page and you may not be able to provide them with all the information they need on your page.
But you can provide them with a way to get it by setting up a call to action (CTA) button.
Facebook’s built-in CTA button makes it very easy to give the consumer what they are looking for including allowing them to engage with your business in real life.
The right CTA button will encourage visitors to learn more about your business, shop, download your app or book an appointment.
To add your CTA – click the blue box that says + Add a Button then choose which kind of button you want.
You can choose the suitable destination for your type of business and direct your followers to it.
The full list includes 7 types of actions:
- Sign Up – mailing list or webinar sign up page, join the tool.
- Book Now – hotel or restaurant reservations
- Contact Us – contact form
- Use App
- Play Game
- Shop Now – e-commerce store
- Watch Video
For each type of CTA you will be given several text options to choose from. Select the option you prefer and then click Next.
Depending on the button you chose you may be asked to select some additional options. Once you are ready click Finish and your call-to-action button will go live and this is another way how to optimise your Facebook Business Page.
Just recently Facebook officially launched Messenger for Business to let users chat directly with the companies.
Some U.S. businesses can already have a personal, real-time conversation with their customers.
Is there important information you want all visitors to your page to see?
A promotion you do not want them to miss? A top-performing piece of content you want to show off? Put it in a pinned post.
A pinned post sits at the top of your Facebook business page just under your cover image.
It is a great place to put an attention-grabbing item that will draw your visitors in and make them want to stick around and another way to optimise your Facebook Business Page.
Start by publishing a new post or scrolling down your feed to find an existing post you want to pin to the top of your Page.
Click the three dots on the top right of the post then click Pin to Top of Page.
Once you have pinned the post then you will see a blue thumbtack icon in the top right corner.
Engaging and interacting with your customers is an integral part of social media.
Facebook is a great platform where you can provide great service like responding and assisting customers and also discover new ways to improve your business.
You need a strategy around triaging and managing comments and reviews so do not take this section lightly.
If you are prepared to not only respond to your comments on posts and ads then you can implement reviews on your page.
To do this you simply:
- Go to your Facebook page.
- Click on Settings.
- Under General > Reviews.
- You can then Allow visitors to review this page or if you are not quite ready for this then simply click on Disable Reviews.
Reviews are a great way to show off how well your business is doing.
If you get a less than great review always be sure to respond. This shows consumers that your brand is engaged and cares about making their customers happy.
Facebook Messenger like reviews is another great way to show off how well your business is willing to provide great service and support in various mediums.
Messenger is just another way your consumers can connect with you.
Once again you need to know your bandwidth. If you are willing to implement this step then it requires a strategy. You must consider how quickly you can respond to your messages.
Your responsiveness rate will appear on your page. It shows how efficient you are at responding to customer inquiries.
If you are ready to implement this step then go 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.
This is another way how to optimise your Facebook Business Page.
Tabs are the different sections of your Facebook page like the About section and photos.
You can customise which tabs you want to include and the order in which they appear in the left menu of your page.
If you are not sure which tabs to include then check out Facebook’s various templates.
Each template has a set of buttons and tabs designed for particular types of business.
For example in the Restaurants & Cafes template includes tabs for offers, reviews and events.
To access templates and tabs – click Settings in the top menu then Templates and Tabs in the menu on the left.
While this is obvious if you end up implementing Facebook location pages over and over then this step has to be repeated.
Not only can you arrange these tabs but there are some you can even turn off and on.
The reason why you want to take a look at this section is that some tabs may be more of a priority for your business depending on what you do.
You can also utilise the templates that Facebook provides which can also take the guesswork out of how to organise your tabs.
- 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 move them around.
Since Facebook is a social network it is a good idea to use your page to build a community for your business.
One way to build community is to connect with other pages that are relevant to your business but not competitors.
For example if you run a shop in a popular shopping area or mall then you could connect with other shops in the same area.
Think of this as an online version of your local business improvement association or chamber of commerce.
If you have a virtual business then you could connect with other businesses in your industry that could provide additional value for your followers without competing directly with your products.
To follow other businesses – navigate to their Facebook page then click the more icon -three dots under the pages cover photo.
Click Like as Your Page. If you have more than one Facebook business page then choose which one you want to use to like the other business then click Submit.
This business will now appear in the Pages Liked By This Page section on the right of your page. Here’s how this looks in practice:
Pages will receive a notification when you like them and may check out your page or even give you a like in return and will also optimise your Facebook Business Page.
Payments via Facebook
Facebook launched a payments feature on its Messenger app available on mobile and desktop.
Payments can be made with a debit card and the best part is Facebook will not charge you for it.
At the moment payments are only available for United States’ users and are limited to circles of friends.
We hope that it will soon become accessible in other countries and useful for businesses as well.
Facebook is currently testing a new feature called Saved Replies which is going to help business page owners’ speed up communication with templates.
This will save you precious time from repetitive customer service inquiries. Saved Replies enables you to create a message and save it for later use.
It will be accessible via the messaging interface within a particular message view.
When the message pops up – the Saved Replies will appear on the left sidebar with the Manage Replies button at the bottom.
Prepare generic replies for all of your frequently asked questions and always personalise them before sending.
This functionality is targeted for small business including start-ups and e-commerce shops that are not using any helpdesk platforms like Zendesk.
Your Facebook page settings allow you to get into some pretty fine detail about who can administer the page, where your posts are visible, words banned from the page and so on.
You can also see people and pages who have liked your page, control your notifications and so much more.
Think of the Settings tab as your behind the scenes console for every adjustable parameter available to you.
Take a few minutes to go through each setting and make sure that it is optimised for how you want to manage the Page and how you want your audience to interact with you.
To gain access to your inner folders – just click Settings at the top right of your Facebook page.
Check your settings regularly since your preferences and requirements may change as your business and social following expand and grows.
For even more control over who can administer your page and to control the roles filled by team members, contractors and agencies consider setting up Facebook Business Manager.
This will allow administors to fulfill their respective roles thus optimising your Facebook Business Page.
The more information you have about your audience the more content you can create to satisfy their needs.
Facebook Page Insights makes it easy to gather data about how your fans are interacting with your page and the content you share.
To access Page Insights click Insights in the top menu of your Facebook business page.
Facebook Insights gives you information about your page’s overall performance, including some data on audience demographics and engagement.
You can see metrics on your posts so you can understand how many people you are reaching. You will also see how many comments and reactions are gained from specific posts. This data will help you plan future content.
A key feature of Insights is the ability to see how many people have clicked on your call to action button, website, phone number and address.
This data is divided by demographics such as age, gender, country, city and device – making it easier for you to tailor future content to your audience.
To access this information click Actions on Page in the left menu.
For more in depth information – check out the post on how to use Facebook Page Insights.
No optimisation tactic can save your Facebook page unless you update it often and engage with your audience.
There are a few audience-building hacks you can try:
- Ask questions to engage your followers in discussions.
- Post curated content with the help of tools like DrumUp which saves tons of time.
- Upload short, well-annotated videos.
- Stream live videos from virtual events.
- Tag other business pages your industry tools and non-profits.
- Upload images, collages, quotes, team photos, etc.
You can use visuals to further market your business without being to sales orientated or intrusive.
One can also create visuals in several sizes at a time and brand those images using your logo. Bulk editing is a lifesaver!
Backlinks help boost the credibility of your Facebook business page and may help improve your search engine ranking.
They also help direct new potential followers to your page. Always include a link to your Facebook page at the bottom of your blog posts and where appropriate on your website.
Encourage other companies and bloggers to do the same when you collaborate so both of you benefit the maximum exposure and returns in followers, likes and shares.
Of course the overarching objective of Facebook is to stimulate engagement and produce valuable and exciting content.
Therefore tailor your language to your audience, be personal and use fresh and simple wording.
Executing these optimisation tips will improve your Facebook Business Page visibility and user experience which are crucial for your success.
These are effective ways how to optimise your Facebook Business Page to stay on and ahead of your targeted audience.
However if you are finding it difficult then seek an experienced marketing agency like Best–Digital Marketing Services to help you set up strategies to optimise your Facebook Business Page.
Contact us today and see how we can help you increase or boost your Facebook Business Page through strategic optimisation.
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