It’s important to have certain fundamental elements in place for your Facebook marketing strategy to be effective. Facebook can – and should – be used to bring in leads, opportunities, connections and sales for your small business every day.
However, you can’t use Facebook for your business in exactly the same way you use it for your personal life – for starters, you need a dedicated business Page.
Use this checklist to ensure your Facebook biz Page is prepped and primed for new leads or customers from Facebook.
If you are setting up a new Page, you can do that here: https://www.facebook.com/pages/create.php
Whether you’re setting up a new Page or simply ensuring your current Page is in tip-top shape, follow the checklist below to ensure all the essentials are in place.
1. Pick the best Category for your business
Facebook has a choice of 6 Page categories:
You can select a Category when you set your Page up, or you can edit/change it later on. Each Category has sub-categories so you can further define your business and make sure you’re choosing the most relevant option.
Local Business or Place – best for local businesses with a physical address where customers buy services or products. Your Page will have a map showing your location and address
Company, Organisation or Institution – best for larger businesses or organisations
Brand or Product – best for brands or products primarily sold online, with no physical trading premises
Artist, Band or Public Figure – best for celebrities or you if you’re planning to become a celebrity in your niche and do a lot of public speaking
Entertainment – best for books, movies, magazines, sports teams etc
Cause or Community – best for informal organisations or causes seeking to raise awareness of an issue
If you want to change your Page Category, here’s how:
- Click ‘About’ in the tabs under your Cover photo
- Your Page Info will be listed, and Category is at the top of this list
- Click Edit, and you can change the Category
2. Give your Page a great name and custom URL
Keep your Page name simple and give it either your own name or your business name, depending on which you feel is most relevant. This is important because it means people can easily find you using Facebook’s search function, plus when you post as your Page, your content is easily recognisable and identifiable from your business name.
Once you’ve picked out a great Page name, customising your Facebook URL (address) is the next step. You only get to customise the URL of your Page once, so pick carefully. You can customise your Page URL as soon as you have 25 Fans or more.
This means your Facebook Page address could be something like:
Customise your Page URL:
- Click ‘About’ in the tabs under your Cover photo
- Your Page Info will be listed, and Facebook Web Address is around fourth in this list
- Click Edit to select a new custom Page URL
- If the exact one you want has already been taken, choose something that’s different but still easily recognisable and memorable
3. Update your About description and essential biz info
Think of your Facebook Business Page as a mini website away from your own website. When you get visitors to your Page, you want them to be able to find out more about you, or get in touch, or maybe even sign up to your newsletter or visit your website.
You can update as much as you want to, but at the very least you’ll need to tell people what is it you do and how you can help them, plus give them a way to get in touch – whether that’s a web address or contact number or email address.
You can edit each of these sections by clicking the About button beneath your Facebook header image on your Page.
4. Upload a good Profile picture
Your Profile picture is what appears every time you post on Facebook as your Page, whether that’s on your Page itself or on other Pages. It’s a good idea to have either a good quality image of yourself or your business logo to make your content recognisable and present your business in a professional manner.
5. Upload a good Header image
This is the long image that goes across the top of your Page. It’s easy to create a custom cover image using a tool like Canva, and you can include a Call To Action, information about a promotion you happen to be running, contact info, or any other info you’d like to share with visitors to your Page.
Bear in mind your Cover image will often be the first thing people see when they click onto your Page, so make it work for you!
6. Create a Pinned Post
A Pinned Post stays at the very top of your Newsfeed, and will be the first piece of content people see as they scroll down your Page.
This is a great opportunity to showcase the value you can offer potential customers, or to show off some of your biz’s personality.
Here are some ideas for your Pinned Post:
- let people know about a freebie you offer and where they can obtain it
- show off the achievements of some of your customers plus happy testimonials from them
- go into a little detail about an amazing benefit of your signature product or service and let people know how they can find out more
- highlight any promotions or special offers you are running