The blog post “14 Powerful Facebook Business Page Optimizations” was written by Jabez Roberts – the Owner and CEO of CyberDream Developers. It was written for DIY business owners and online marketers, the genuine enthusiast who’s looking to learn more leveraging the power of Facebook in businesses, and frustrated business owners who are looking to get the best returns from their online presence. The article was first posted on February 3, 2020. The current version was last updated on February 3, 2020.
Needless to say, Facebook offers massive potential for connecting you and your business with your prospective customers.
Facebook is an easy and cost-effective way for your business or brand to communicate with customers, share news, interact with your customers, and build a strong relationship and online presence with your target audience. These are all features that, if used correctly, can have a direct, positive impact on sales and profits.
By creating a Facebook page for your business you are able to rent, not own, a piece of the internet’s real estate. You can claim it as your own plot of digital land upon which you can build a business empire of any size.
The cost? Free.
So, what’s the catch?
There is no catch, except that you must not consider Facebook to be your only means of an online presence. Unlike your own website, your Facebook page and followers are owned by Facebook. That means that at any point in time you are liable to lose all your hard-earned following and representation from their platform.
That is not to say you will. It is only a possibility you must be wary of at all times. Having a social media account cannot be your only online marketing outlet. Having one outlet cannot be your marketing strategy.
But I digress.
Facebook pages have made it easier than ever for your business to build its brand online and improve its market position and brand strength.
Every business of every size can benefit greatly from Facebook. By simply taking a few steps to prepare your page to attract, entertain, interact, and grow with your customers you can also begin to earn massive rewards from your Facebook page.
This, of course, aids your long term growth and profitability because your brand will be a source of trust and familiarity within your niche or industry.
We have created this guide to give you a complete and easy-to-handle way of setting up your Facebook page correctly for your business. This guide also lends insightful and detailed information about optimizing all areas of this powerful marketing tool so you can get the best results for your business in the short and long term.
This guide will also help to align your business with your overall online identity which, we will soon find out, is important in online marketing and your overall digital brand.
How To Create A Facebook Page For Your Business
To get started you should first create a Facebook page if you don’t already have one.
If you already have your page created then you can skip this step.
You can also follow along in all the steps and check to ensure that you have all possible optimizations setup on your page.
Go here to get started on creating your Facebook page.
Alternatively, you can:
- Login to your Facebook account then
- Select ‘Manage Pages’ from the drop-down menu
- Select ‘Create Page’
You can also visit Create A Facebook Page to get started on creating your page.
You will be given two options for the type of page you can create. The options are as follows:
- Business or Brand
- Community or Public Figure
- Select the option that best suits you and follow the instructions on the screen
Welcome to your new Facebook page!
Businesses With Multiple Locations
If your business has more than one location then Facebook makes it just as easy to set up a business page for all your locations. This can be done using Facebook Location Pages.
How To Add Multiple Locations To Your Facebook Business Page
To get started on adding multiple locations to your business head over to Manually Add and Edit Stores on Facebook. You will be given a detailed explanation with actionable steps to take for adding multiple locations to your business.
It is important to note that you can start off with only one location while using Location Pages if you’re an ambitious and aspiring business with plans of opening more locations.
You may also be given a warning when you try to add more locations if your main location has an address listed.
That is understandable.
After all, this is a big step in the life of your business and neither you nor Facebook would like this to be a mistake that could potentially damage your business.
If you head over to Starbucks’s Facebook page you will notice that they have multiple locations for their business. Furthermore, all these locations are listed on their page.
The important thing to note here is that the main page serves as the parent page and the locations all serve as child pages.
This creates a unique hierarchy of pages to help with navigation, organization, and structure of your page and business.
Now it’s time to edit your location page.
Be sure to fill them out as best as possible with the information that most closely resembles what is listed in your Google My Business page for better conversions. We will discuss this in more detail later.
You will be required to fill in the following fields:
- Phone number
- Website address
Now that you have completed your new Facebook page you need to brand and optimize it for your business. Optimizing and branding your Facebook page helps your customers find and connect with you a lot easier and faster.
Here are the easiest steps you can follow to optimize your Facebook page
Customizing Your Facebook Page Username
It is important to customize your username because it appears as your Facebook page’s custom URL. This makes it easy for search engines and visitors to make a connection between your page and your business.
Having the same username across different social media is important for your business as it helps in brand continuity. That means, it makes a consistent online presence and makes it predictable and easy for your customers to find you across the internet
It is important to note that your followers on twitter are very unlikely to be your followers on Instagram Additionally, not everyone who uses Facebook is a fan of Instagram or Pinterest. Moreover, users may spend more time and interact better with your brand on one social media versus another.
For this reason, brand continuity is important and you should never focus on having only one online representation for your business.
As a budding and promising business with an owner or social media marketer serious about success and your online presence, it is important to make it as easy as possible for your customers to find you anywhere you are. Your username is an excellent way to easily, quickly, and cheaply achieve this goal.
It will be displayed as Facebook dot com slash your username or custom URL.
Our Facebook username is CyberDreamDevelopers, our business name, identified with the ‘@’ sign and can be found here.
It is important to choose your username wisely as you can only change it once. Additionally, you have to ask Facebook for permission to change your username and this request is not accepted very often.
How often do businesses make a drastic decision such as changing their name? Not very often.
It is for this reason that you should choose your username wisely and keep it consistent across all channels.
To optimize your username follow these steps:
- Go to the left panel and select ‘About’
- Scroll down to the option labeled ‘Username’
- Select ‘Edit’ and enter your new username and then
- Select ‘Save’
If you have trouble changing the username of a new page then it may be necessary to have a following before Facebook allows you to use that option.
To resolve this issue:
- Navigate to the left panel again and select ‘Home’
- Scroll to the bottom of the page and head over to the right panel
- Select ‘Invite Friends’ under the ‘Community’ heading.
After inviting some of your friends and having a following of 25 to 30 people you can try to change your username again.
Optimizing Your Profile And Cover Photo Image Size
Choosing an image that is the right size for your Facebook page is important because it directly affects the quality of your online representation.
Whenever you visit any social media account the first thing you do instinctively is to check the profile image to see if you’ve arrived at the right place.
It is after looking at the image that you begin to search for the username, profile name/account name, page description, location, etc to help decide if this is the place you’ve been looking for.
Additionally, whenever you perform a search on Facebook, Instagram, or any other social media, it is the profile picture that first helps you to identify the possible results that could be the account you need.
That being said it is important that your images are of the right dimensions to allow the best results and quality after cropping.
Visit this post by Coursenvy to learn the updated required dimensions for images for each social media before you post your profile photo.
The best practices for choosing a Facebook profile photo is to use a headshot (if you’re a public figure or an individual) or a picture of your brand’s logo. Be sure to select a photo that crops and fits the display without cutting or removing important information. If that is not possible then it is also recommended to use an image with a blank or white background.
The photo below shows our Profile Photo and Cover Photo of our Facebook Page at the time of writing.
Optimizing Your Facebook Page’s About Section
You will now edit your About section.
To edit your About section:
- Navigate to the right panel and select ‘About’
- Scroll to the bottom of the page and select ‘edit’ next to the ‘About’ option.
The fields to be edited and optimized below can be found in your about section.
Optimizing The Meta Description
To edit your meta description we will continue from where we began the broad topic of editing your About section.
Your meta description is the snippet of information you see displayed on the Google Search Engine Results Pages (SERPs) of about 160 characters. This information gives you a preview of what the page is about and is an important factor when doing SEO optimization
Needless to say, your meta description can help to improve the Click-Through Rate (CTR – the number of people who click your website option form the google SERPs) of your website and earn your website more visitors
The meta description of your Facebook page is the first 160 characters of your About description.
Your About section should contain keywords about your business, products & services as they will be crawled by Google and can help in SEO rankings.
Note: Do not engage in keyword stuffing. It is an SEO sin that can cause you more trouble than it’s worth.
To update your meta description go to:
- The ‘About‘ tab on the right panel of your page
- Scroll down and select ‘Edit About’ at the bottom of the page.
- You will be prompted to edit your ‘Description’
The short description is important because it feeds the meta description and is displayed on Google’s SERPs.
It is 156 characters in length and should be informative, short, spicy, descriptive, and engaging. Use this as your first opportunity to encourage millions of people who know nothing about your business or brand to click through to your page so they can learn more.
That means it is not the place to try to make a sale or acquire any form of conversion such as email signup or phone call. It is also not the place for you to bore your visitors to death with your company history, awards, and honors.
Instead, it is a place to tell them how you can help them and what benefits they can get from visiting your page.
In the online world, it is important to note that visitors don’t care about who you are and what you’ve achieved as much as they care about how you can help them and what they stand to get from engaging in business with you.
If that is all they need to know then it serves us well to give it to them. They will be interested to learn more about you once they are happy clients and repeat clients.
This short description must include 4 to 6 highly searched and relevant keywords around your business and service. Additionally, it must include your domain name. Who doesn’t want free traffic to their website?
Take a look at the short description of our page below.
Completing Your Page’s About Section
Be sure to complete all the other fields displayed in the about section. This may include:
- Add your website
- Add company history
- Add Company founded date
- Add Impressum (European companies)
- Add your email
- Add your contact number
Creating Relevant Posts
The next step to optimizing your Facebook page is to invite some of your friends to follow your page. This will help you to unlock more benefits and functions such as changing your username.
But, why would they be interested in your page as it is when there is nothing there to keep their attention?
This is why we must take a step back and pursue a more meaningful exercise before we start growing the following of our Facebook page.
To do this we will add relevant posts around your brand, niche, services, products, goals. Etc. This is a lot easier than it sounds.
Our ideal number is 10 to 15 relevant, engaging and interactive posts
You might want to post 3 videos, a poll, 7 photos, and share 2 or 3 pieces of content from a related page.
To improve our posting experience we will make use of Facebook’s posting tool. This tool allows us to make posts as well as to schedule posts to be displayed at some time in the future. We can even create ‘Backdated Posts‘ that appear on a date that has already passed.
This last benefit is helpful in creating the look and feel of a page that has been around for a lot longer than the 3 minutes it’s been alive so far.
How To Create Posts, Drafts, Future Posts, And Backdated Posts
To create a post on your Facebook page:
- Go to the right panel and click ‘Home’
- Then start typing status in the box provided
- Your first status can be a welcome post to your newcomers as they will be among the first to visit your page. Of course, the options are endless and you are free to choose a more engaging and interactive post.
- You can add photos, videos, polls, and other media to your post before finishing up.
- Click ‘Share‘
The main objective here is to learn how to create a post.
To create a backdated post:
- Go to ‘Publishing Tools’ at the top right corner
- If ‘ Publishing Tools ’ is not shown then click the dropdown menu at ‘More’
- Click ‘Create’ at the top of the loaded page
- Create your post
- Then select ‘Backdate’ post under the dropdown shown in the picture below.
- You will be required to enter a year, day, and time for your post
Follow the steps above to create a draft or schedule a post for the future.
You will be required to enter a time and date for your post.
To post information from another page to your Facebook page you only need to
- Select ‘Share’ and then
- Select ‘Share to page‘
- Select the page you wish to share the post to. If this option does not appear then check to ensure that your account is being used as your actual Facebook user account and not your business’s Facebook page.
Check and update this by clicking the image displayed to the right of the share button. This will allow you to change your default account/page to share from and allow you to share to other pages you might own.
You can edit and delete scheduled posts by revisiting the publishing tools tab at the top right corner of your page.
Inviting Your Friends To Like And Follow Your Page
Now that you have created some posts it is time to start building your following. Do this by repeating the steps above in point 1 if you have not yet invited anyone from your friend’s list.
Optimizing The Call To Action For Conversion
A call to action is a prompt telling a visitor on your website, or Facebook page in this situation, what to do when they’ve arrived on your page.
To add a call to action CTA to your Facebook page go to the button located below your cover photo and follow the instructions on the screen.
Editing Your Page’s Tabs
You may now desire to edit the tabs found at the left corner of your page. For most users all the tabs displayed will not be needed.
To make changes to these tabs:
- Go to the top right corner of your page
- Select ‘Settings’ then
- Select ‘Templates and Tabs’
You can now add, remove, and reorganize the tabs according to your desire using the icon selected in the pictures below.
Additionally, you can select to use a default set of tabs from a predetermined list by selecting ‘edit’ under the option shown below. The options shown will differ by tabs and their order based on the type of page you already have and if you have already selected a change to your page.
Keys To Adding More Users To Your Page
Be sure to add new workers or Facebook users to carry out activities on your page. To do this:
- Go to ‘Settings’ in the top right corner of the page
- Selecting ‘Page Roles’ and inviting new workers
You will be able to add a new user to carry out different activities with varying levels of responsibilities. You can add by Facebook username and by the email address they used to sign up.
Remember never to add anyone except yourself or trusted partners such as Co-Founders as an admin. Admin rights give that person the ability to remove you from your own page.
Personally, I tend to always add a second admin due to Facebook policy changes and the risk associated with only have one admin for my business page. What would I do if my admin account were to be deleted by Facebook at any point and I had no backup accounts?
The roles you see here are in decreasing the level of responsibility.
For most users, including when hiring a marketing agency, the role of ‘Editor’ is enough for them to get their tasks done.
Optimizing Your Page For Local SEO
An additional step I also like to take is to set up parts of my business page to match the exact description used in my Google My Business listing. Google My Business is an important tool to help your website optimize for Local SEO.
What Is Local SEO?
Local SEO is the process of optimizing your online presence to attract more business from relevant local searches.
But what does SEO have to do with Facebook? It’s not like Facebook is a search engine or tied to Google My Business in some way.
You’re right! It’s not tied to Google My Business in any way. In fact, it’s not tied to Google in any way other than when you search for the name of your business and the page is shown. But that doesn’t take away from the importance and added value of this step.
Let me explain so you can also begin to see my angle.
Whenever a Search Engine Optimization (SEO) engineer or agency wants to improve the local search presence of your website they are sure to do a few things including building links from local archives, websites, and reputable sources to your website, fully updating your Google My Business account, and adding your business name, address, and telephone number to parts of your website using the exact format used in Google My Business.
It is this last point that is truly important to us at this stage.
Whenever searching for a local business, say a coffee shop or diner, our first search tends to be a Google Search with the terms ‘coffee shops’, ‘diners’, ‘coffee shops near me’ etc. All these searches will return results with options near you or for your local city.
The beauty of this is that it gives us another opportunity to present ourselves to customers. There isn’t a way to add your Facebook page to your Google My Business listing, at least, not at the time of writing this article or updating it, so we have to use more subtle ways to make the connection.
One way businesses tend to do this is by adding a link to their Facebook page to their Google My Business page in the spot allocated for linking to their website. I cannot begin to say how terrible this practice is. As we said, when you use your website link in your Facebook page meta description you are advocating for free traffic to your website. Why would you want to send your Google traffic to your Facebook page that you don’t own or have any power to retain if it were to be removed by Facebook because they feel like it?
But again, I digress.
Aside from the name, when the Google local search results appear, we will also take note of the logo, address, telephone number, opening hours and any photos posted to their account. We may even take note of their website.
It is with knowledge of this that we will further position ourselves as an easy point of contact with our customers.
Do you remember when we spoke about online continuity and having as consistent as possible an image when it comes to your online presence?
This is also a step in that regard.
We will edit the remaining content of our ‘About’ section to match the information used in our Google My Business listing.
This gives us a better identity when someone, through a local Google search, becomes interested in learning more about our business or using our service.
After all, how can they be sure they have the right ‘Joe’s Hamburgers’ when the telephone number, opening hours, and photos are different from what Google said it should be?
Reviews, Feedback, Comments & Customer Interaction
The biggest advantage of using social media to promote your brand is that it gives you a cost-effective way of interacting and engaging with your customers. This can, in turn, provide invaluable information to you on how best to improve your business, products, and services to better help your customers.
Your business page allows you to have a platform where you can make this an easy and time-saving task.
Using this benefit you can listen to your customer’s concerns and reviews. Responding to all your reviews and feedback is an easy way to build your brand and improve public perception. People love using a business that they know has their best interest at heart.
Running polls, asking your followers to choose one of two or three options for production before launching a product and asking for recommendations on your current product and services are easy ways to get a better understanding of your audience and their needs.
You can enable and disable comments on your page when you:
- Go to your Facebook page and select ‘Settings’ in the top right corner
- Scroll to ‘General’ then
- Select the option that best suits your needs from here
Improve Communication With Customers Using Messenger
Facebook messenger offers you a fast and cheap way of communicating with your customers from anywhere in the world. all from the comfort of your smartphone.
It is common practice to have a welcome message shown to you when you first arrive at the page of a business that is serious about customer satisfaction. This is complemented with a promise that assistance is only a message away. This is normal for businesses with a clear and serious Facebook marketing strategy in mind being implemented. That is not to say using messenger to market your business has to be expensive.
However, it is essential that you keep your response times as low as possible. Users of messaging platforms and live chats expect a faster response time than when using email or a support ticket. Your average response time will be shown on your messenger window and will affect how many inquiries, which can lead to sales, you will get.
One way to alleviate this problem is by using Facebook bots to serve predetermined questions and answers to your visitors. We will discuss this further in future posts.
To activate messenger on your Facebook page go to:
- Your Facebook page
- Select ‘Settings’ in the top right corner of the page
- Go to ‘General’ then
- Select ‘Messages’
- Click the button that says ‘Allow people to contact my Page privately by showing the Message button.’
Claiming Unofficial Pages For Your Business
It is not uncommon or welcoming, for that matter, to search for your company’s name on Facebook and find a page that is already made complete with your business name, location, and even some reviews at times, that you don’t have any access to.
This is a common occurrence on Facebook and can be easily resolved.
It arises from the fact that Facebook sometimes automatically creates pages for your business if someone checks-in to your business while a page is not yet created for it. Facebook automatically creates an unmanaged page for your business in this situation.
Unmanaged pages can also be generated from Wikipedia articles.
These pages are by no means meant to be a nuisance to you and your business since you can follow a few simple steps to easily claim them as your own or merge them into an existing page you own.
There can be two types of unmanaged Facebook pages:
- Unmanaged Pages marked by the caption ‘Unofficial Page’ at the bottom of the cover photo. These pages can be merged into your own existing page or you can request to claim this page and become its admin.
- Pages created by Wikipedia marked by the Wikipedia logo at the bottom of the left column. Wikipedia generated pages that represent a location that cannot be claimed.
To get started you will need to claim this page and then merge it with your verified Facebook page.
To do this you simply need to
- Select ‘Is this your business?’ below the cover photo
- Follow the on-screen instructions
You may be required to present the following information as proof of ownership:
- Verify via phone call
- Utility bill/Phone bill
- Business license
- Business tax file
- Certificate of formation
- Articles of incorporation
After verifying the page you only need to merge it with your official page by:
- Go to your unofficial duplicate page on Facebook that you just claimed
- Select ‘Is this your business?‘ From the drop-down menu.
- Choose the option Merge into a verified page you manage.
- Select your page from the drop-down and submit.
If you know the admin of the page you want to claim then you can use step 10, Adding Workers, above for them to add you as an admin to the page.
It is important to keep searching for unofficial pages as part of your social media housekeeping routine. Additionally, be sure to merge with the correct location if you have multiple locations for your business.
Conclusion – 14 Powerful Facebook Business Page Optimizations
It is our wish that the content made available in our article ’14 Powerful Facebook Business Page Optimizations’ has been insightful, helpful, informative, and educational for you. We desire to provide quality content that helps you on your journey to online success.
We have gone over a detailed method for optimizing your Facebook page for our business to get the best results from using this powerful platform. Facebook has massive potential to grow your brand or business and can be pivotal to your business’s success.
It will require you to put in the work to not only optimize your page but post appropriately, relevantly, and consistently.
Our team at CyberDream Developers are prepared to optimize and manage your social media accounts, create an effective content marketing strategy and even develop an SEO optimized website using our proven process for success.