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Marketing 360® Blog

This is Why Your Small Business Needs a Facebook Business Page (And How to Design One That Converts!)

Today, Facebook business pages are becoming almost as important as websites.  Here’s an overview of why your business needs to set-up its business page, with tips on how to make sure it’s an effective marketing tool.

Many people focus their digital lives on Facebook.  It’s only natural, then, that when these users want to find out more about a business that interests them, they’ll do it on Facebook.

In fact, Facebook business pages are fast becoming one of the prime ways businesses initiate relationships with prospective customers.  They work well for several reasons.

First, Facebook business pages serve as a micro-website.  There are the basics such as contact information.  These are streamlined with click-to-call buttons and Facebook messenger.

Pages also has basic navigation where visitors can view photos and videos, read reviews, get information on events, see content like restaurant menus, and read an about page.  In many cases, all the information a business needs to present can be published on their Facebook page.

There are even shopping features that allow eCommerce businesses to sell products and manage orders directly on Facebook.

So perhaps calling this a micro-site is an understatement.  This is becoming another version of a full-fledged online business presence.

Actually, Facebook is more than a website.  Your timeline allows you to offer fresh updates and breathe personality into your business presence.  This, of course, ties into the “social” media aspect of your presence, where you can interact with clients, share useful and entertaining content, and give an inside view of your people.

Business pages also have a “Community” tab, that gives information such as people who like the page, posts your business was tagged in, and visitor posts. This is particularly useful for local businesses making connections to the community at large.

Also important for business content is the reviews tab.  Facebook is one of several places it’s important to have reviews.  Expect visitors to check these and be influenced by the ratings and content.

The icing on the cake is that Facebook business pages are free and not difficult to set up.  Given this, we can outline dozens of reasons to have a Facebook business page and zero why you should not.

So this is a no-brainer.  Get it going right away.  Because the set-up of these pages is straightforward, we won’t detail every step (here’s a review for beginners), but here are some important tips and suggestions.

Tips On Setting Up an Effective Facebook Business Page

#1.  Pick the Right Type of Page

As a business, you have two choices with page types.  If you are a local business with a physical address, select local business or place.  If you’re a company that doesn’t service customers at your location, choose company, organization, or institution.

facebook business pages

The set up on these are both business focused and similar.  The local choice is just better to display locations and draw in local traffic.  If your goals are lead-generation, these are the two best page types.

#2.  Choose a Business Template

When you go into your settings, click on edit page tab and change the template from standard to business.  This adds a tailored suite of available tabs.  You can add or delete tabs, but this is a better starting point for a business page.

facebook business page 1

#3.  Design Matters

There are three areas where design plays a role in the impression your business page makes.

The first and most important is the cover image.  You want to use a clean, professional image that encompasses your business offering.  If there are seasonal trends in your business, consider having a series of images you change out as needed.

Better yet, upload a video.  A short video (it must be 20-90 seconds in length) can do a nice job communicating value and giving visitors a sense of your business.  For example, this restaurant does a nice job of whetting people’s appetites and creating an inviting vibe.

Second are the images you upload.  These appear above your posts, and will be shown in small collage:

facebook business page photos

These images will change as you update them, but make sure they’re always business-focused.  They create an immediate impression because of their prominence on the page.

The third element is your profile picture.  For most businesses, this will be their logo.  Many visitors will barely notice this, but make sure it’s formatted correctly.

Beyond these elements, a Facebook business page is a template with fewer design options than a website.

#4.  Set Up Reviews

You have a choice of whether or not to enable reviews on Facebook.  We highly recommend enabling reviews and encouraging as many happy clients as possible to post a review for you on Facebook.

A strong review profile – on Facebook and elsewhere – is a vital piece of digital marketing content today.  With Facebook’s high use, many people check reviews, so it’s becoming an expectation that you’ll have reviews on your business page.

You cannot control what people say or what ratings they give you on Facebook.  However, Facebook is better than a platform like Yelp because users have no anonymity; their comments will be tied to their personal profile.

Because of this, Facebook reviews tend to be honest and reasonable.  If your service is strong and most of your customers are happy, this content will help you.

#5.  Use Facebook Messenger

In terms of converting leads on a Facebook business page, messenger is your most valuable tool.

This works well because it’s an easy, low-risk way for a potential customer to reach out to you.  Activate this feature and be as responsive as possible during your business hours.  Note that Facebook will track how quickly you typically respond, then creates a response time notation:

facebook messenger response time

You can also install a bot program that will automatically respond to frequently asked questions, such as:

facebook messenger chatbot

Treat contacts through messenger like hot leads, worthy of the same attention as a phone call.

#6  Set Up Your Call To Action

Another important reason to choose a business page template is that you can create a call to action which allows people to do something like contact you or get a quote.

You set this up by editing the contact button at the top right under the cover image.  For example, if you are a contractor, you might want to have people request a quote:

facebook business page get a quote

You create a form so people can convert right on Facebook.  If you select Contact Now, you link to the contact page on your website.

If you’re a store, you can select a Shop Now button, then have it link to either your Facebook catalog or a product page on your website.  Book Now offers many contact options, including Google Calendars, Appointments on Facebook, HomeAdvisor, or a website link.

As a business, capturing leads is always vital.  This is how you do it on or via your Facebook business page.

#7.  Keep Your Timeline Fresh

A lot of businesses are discovering that it’s difficult to get organic posts to show up in followers’ news feeds.

This is by design.  Facebook is intentionally favoring content from family and friends, so business posts usually struggle to get much engagement.

But this doesn’t mean you shouldn’t post about your business on Facebook.  Even though your posts may not be getting a lot of shares or likes, they will appear on your timeline.  When people come to your business page, they’ll want to see what’s happening at your business.

This is an advantage Facebook has over a more static website.  It’s designed to display daily or weekly updates and share more personal info about a business.

Use your posts as a way to show what’s happening in your business.  Think of it as an ongoing About Us page.  Give your business some personality, and build out your connections to enhance the Community section of your page.

Wrap Up

At this point, a Facebook business page is not a substitute for a website.  Websites have trust factor and legitimacy that a Facebook page doesn’t equal.

But your Facebook business page does have most of the vital components of a business website.  It’s your business face on one of the most used platforms online.

Also, when people do a search on Google for your business name, your Facebook business page will appear on page one.  For many businesses, that includes when someone searches for the business name + “reviews”, which is another reason to have reviews on your business page.

It’s well worth setting this up and taking advantage of every feature.  We haven’t detailed everything here, but once you play around on the platform you’ll find it intuitive.

This is an effective place to develop an online presence for your business with the only cost being time.  It’s well worth that investment.