Top 5 Tips for Optimising Your Facebook Business Page – Part 1
Why am I writing a blog on ‘5 Tips for Optimising Your Facebook Business Page’ when I have a bathroom, bedroom and kitchen showroom?
Before joining the family business (The Home Design Studio), I began my career as a Marketing Manager, then went on to become a Business Development Manager for The SHARP Agency, working with clients like Gousto, The Co-op, Best Western, Tommee Tippee and the NHS. This has given me the opportunity to help develop marketing strategies for a vast array of industries.
One of the most important lessons I’ve learnt from working across a wide variety of industries, is they all have one thing in common…. Determination to be the best at what they do!
I’m a true believer that in business, you can never become complacent, whether this be in customer service, the products you offer, the services you use or even the services you offer. You must constantly change, refine and improve, in order to grow. You should always believe that you can be better; and can do better, to become the best at what you do.
The one thing that larger companies have over small businesses, are large teams, and large budgets. I know how difficult it is to run your day to day business while finding the time to research and learn something new. By putting together a series of marketing blogs I wanted to make it easier for small business owners to make changes to their social strategies a bit at a time.
The Bit You Actually Want To Know
So; with that in mind let’s get started and take a look at your Facebook Business page. Whether you’re a seasoned admin of your page or you’re new to the scene, take a step back and make sure you’re making use of the facilities that a Facebook Business page can offer to help maximise the growth of your business socially.
Facebook offers many key features and insight facilities, so I’ve decided to tackle these sections through several blogs. In Part 1 I’ve chosen to focus on the top section of your Facebook Business page – The first impression, this includes your business name, profile picture, business URL and username, business categories, your call to action button and your business page description. This should be enough to get you started without it becoming overwhelming.
I do apologise in advance if this is teaching you to suck eggs, but just remember, even if you’ve made use of the features outlined above, have a read of the blog then go back through your page with fresh eyes and see if there’s anything you could improve or change to enhance that first impression!
1. The 3 Most Important Assets on Your Page
Your cover photo, your profile picture and your Business Name. These attributes are the first thing a potential customer will see, so be smart about what and how you use them. Your potential customers will make an opinion on your business based on what they initially see. Think about how you can stand out from competitors when they type a key word in the Facebook Search bar.
Does your business name say what is does? If not consider how you can clearly portray this in one of these three key areas. For example I’ve just started setting up a new business page for the Plumbing and Heating side of our business, West Yorkshire Plumbing & Heating Services (Our business name says what we do so I don’t have to explain this any further in the profile picture or cover photo).
I’ve chosen to use the Gas Safe logo as our profile picture, this has been done so that when potential customers search for a plumbing/heating business our name and the logo show up side by side, so without any further information about us they can automatically assume we’re a reliable and trustworthy source, which is imperative in our industry.
Our cover photo as been chosen as its, warm, inviting, stylish but also says what we do as it shows our product clearly. I wanted to take away from the cold, service based, boring associations that can be affiliated with the plumbing and heating industry. I would always choose images that implied the service we deliver so warm, friendly, down to earth and approachable.
If you want to showcase your product or service and want to showcase your beautiful photography this can also be done via your cover photo, Facebook allows you to include 5 images as part of a cover photo slideshow. Maximise this opportunity by showcasing a range of different products.
When choosing images think about the following:
1. What will make you stand out from your competition?
2. Maximise the opportunity to create a persona for your business using your cover photo, profile picture and name; to create a great initial impression.
3. You don’t need to include your business name in all three areas, so be smart with space, you don’t want to overload potential customers with words.
4. Make sure your potential customer know exactly what you do. More creative business names may need a brief explanation of the service/s they offer. This can be done after their name, for example The Home Design Studio – Full Design & Build Service or you could include this in your cover photo. I use a platform called Canva, (free) which allows me to alter and create new imagery.
5. Put yourself in your customers shoes, what is the most important thing to them. For me, with West Yorkshire Plumbing & Heating, it’s having the security of knowing our engineers are fully qualified. Using the Gas Safe logo as our profile picture automatically creates a certain level of security that would encourage them to click on our business first before any others.
2. Don’t forget your Username
As well as having a business name, Facebook asks you to create a username, also known as a vanity URL. After you’ve passed the 25 likes milestone your username will be used to personalise your URL (the link shown in your browser that uniquely identifies your Facebook Business page). You’ll know if you haven’t made use of this facility if your unique URL ends in a batch of numbers, for example. https://www.facebook.com/WYPHS.Ltd12345667. We’ve chosen to use an acronym of our business name to keep the URL short. This also means that if someone was to tag your business page in a post they could use your username or your business name and both would notify you that you were mentioned in a post. Creating a vanity URL will also make it easier for your prospects or customers to find you as it’s easier to remember over the one initially given from Facebook when you create your page.
3. Choosing business categories
Everyone knows their own businesses inside and out so this is a relatively easy task. Facebook allows you to tell your audience what services or categories your business represents. They do have a limit of three keywords, and these are predetermined by Facebook so some matches may not be as specific as you like or worded in the way you’d want. The most important thing here is to make sure the first keyword you choose is the one that represents what your business does the most succinctly. This one is then used under your business name on your Facebook page, see my example below.
4. Make the Call To Action button work for you
Facebook has included a call to action button that sits at the top of your Facebook page on the right-hand side. This can be changed to suit your business. What is it that you want your potential/existing customers to do, what is your core focus for your business page (this can change over time. For example, as West Yorkshire Plumbing & Heating is based around a service our customers need quite quickly, I’ve used a call now button so they can easily access our contact details. Where as on The Home Design Studio Page our customer’s tend to go through a longer decision making process before committing to a purchase so we’ve added a contact us button so they are directed straight to our website contact page, this has been set out to gather vital information to help manage a customers inquiry so we get everything we need to know in one go. From here they can take a look around the website at the services we offer, whether it’s a bathroom, bedroom, kitchen or building work, they then also have access to a portfolio of previous projects we’ve completed.
You may already be using this functionality, but is it working? Test and learn is key, try using one button for a quarter (3 months) and then changing it for the next; monitor the interaction through your Facebook insights and see which gets the most hits. If you’re unsure, do a poll and ask your followers which option would be most beneficial to them, you’d be surprised how receptive the people who follow you are. Here's a list of the call to action options available:
5. Don’t make your business Description generic – yaaaawwwwnnnnnn
Your business description is important, take the time to explain to your customers what you do and why they should choose you over someone else.
I read a brilliant booked called the Jelly Effect by Andy Bounds, he teaches you how to make communication stick. For me the best take away from the book was how to stand out when telling potential customers or peers what you do. So imagine you’re at a network meeting and your asked to describe what you do, that’s easy… I’m an interior designer, I’m an accountant, I’m a beautician for example. Well that’s the biggest mistake you can make, how have you made an impression? How have you stood out from any other interior designer, accountant or beautician? All you’ve done is tell them your title, your area of expertise not what you can do for them, not what they’re left with after they’ve worked with you. Try this instead; I create and build enviable spaces for my clients, I’m in the business of making people more money, I make people feel amazing about themselves. This makes people naturally want to find out more or ask in more detail what you do, it also makes you memorable and stand out.
When I sat down to write my business description for The West Yorkshire Plumbing & Heating page it took me about an hour – its not easy as you have to say what you do in 255 characters or less (Thanks Facebook).
“We're here to get your life back to normal quickly. Let's be honest; Plumbing & Heating is never a service you want, it's always a need. The boiler packed in, there's no hot water, you've got a leak. Our fully qualified engineers come highly recommended.”
“We're here to get your life back to normal quickly” – This is the bit ‘were I’m telling the customer how I’m helping them without telling them our profession, they already know what we do they’ve clicked on our page
“Let's be honest; Plumbing & Heating is never a service you want, it's always a need. The boiler packed in, there's no hot water, you've got a leak.” – I wanted to be honest, our services are usually needed as a result of a problem and sometimes a costly one which can often leave the customer stressed, worried and overwhelmed. So far we’ve told our customers we understand why you need us and we’re going to get everything back on track for you.
“Our fully qualified engineers come highly recommended.” – This statement helps to put the customers mind at ease that our engineers have the relevant qualifications to carry out the required work without having to include this in an extensive list.
Now it’s your turn, review your current description or make a start on writing one for your page. Don’t think about it too much, the easiest way for me was to write exactly what I wanted to say first, then highlight what I thought were the key points, this then helped me condense my description down further.
A last-minute quick bonus tip – so many people offer the same products and services, we live in such a heavily diluted marketplace where everyone is over exposed to being sold to. The most important thing to remember is PEOPLE BUY FROM PEOPLE. You are a representation of your business and the face of your brand, be confident and proud of what you do. Sometimes you’ll find that potential customers will remember you and the services you offer before they remember your business name, so make the most of advertising your business through your personal profile too.
Although you can’t change your name on your personal profile to anything that remotely sounds like a business, you can edit your existing name to include a nickname or maiden name, use this to showcase where you work (Your business name). This will then come up in search results see the images below.
My Profile Page
Results from Facebook Search
If anyone has any questions, or needs help on navigating Facebook to find how you change any of the above just drop me a message or leave a comment below 😊