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Hi, there.
Today, I'm going to be
showing you how to set up
a business account on Facebook.
Before we begin, don't
forget to like this video
and subscribe to
our YouTube channel
for more videos about
business and marketing.
Now let's begin with
an important tip
and clarification.
Remember to make a
Facebook for Business
page for your company, and
not a personal profile.
Confusing the two could put
you at a huge disadvantage,
and you'd be missing
out on all the content
creation tools, paid
promotional opportunities,
and analytics and insights that
come with a Facebook Business
page.
Plus, having a
personal profile would
require people to send you
a friend request in order
to engage with you.
And the last thing
you want to do
is make it more difficult
to engage with customers.
And while you're
at it, don't create
an additional public
professional profile
associated with your business.
Like for instance,
AJ from HubSpot.
While people usually
do that to connect
with professional
contacts on Facebook
without letting them see
personal photos or other posts,
creating more than one
personal account actually
goes against Facebook's
terms of service.
Now let's talk about
setting up your page.
To set up a Business page,
go to facebook.com/business
and follow the steps
to set up your page.
Once it's set up,
you'll want to choose
who has access to edit
and control your page.
We've all heard
those horror stories
about folks who
accidentally published
personal content to their
employer's social media
channels.
To avoid publishing mishaps,
assign Facebook Business page
roles only to the employees
who absolutely need them.
And before you do that, be
sure to provide training
to those who are new to
social media management,
so they aren't
confused about things
like when they should
be hitting publish
or who they should
be posting as.
To assign these roles, on your
Business page, click settings,
then click page roles.
Also, when sharing content on
behalf of your brand, make sure
you're posting it as your
brand and not as yourself.
You can check that by going
into your settings and clicking,
post attribution.
Once you've decided
who will have
access to running your page, add
a recognizable profile picture.
Pick an image that's easy for
your audience to recognize.
Anything from a company
logo for a brand
to a headshot of
yourself, if you'r
a freelancer or a consultant.
Being recognizable is important
to getting found and liked,
especially in Facebook search.
It's what shows up
in search results,
gets pictured at the top
of your Facebook page,
and as a thumbnail
image that gets
displayed next to your
posts in people's feeds.
So choose wisely.
When choosing a
photo, keep in mind
that Facebook frequently
changes its picture dimensions,
which you can find at any
given time in eir help
documentation.
As of April 2019,
page profile pictures
display at 170 by 170
pixels on deskto
and 128 by 128 on smartphones.
Next, you'll need to pick
an attractive cover photo.
Since your cover photo takes
up the most real estate
above the fold on
your Facebook page,
make sure you choose one that's
high quality and engaging
to your visitors, like this
one, from MYOB's Facebook page.
Keep in mind that
like profile images,
Facebook cover photo dimensions
also frequently change.
So we advise keeping an eye
on the official guidelines.
As of the shooting
of this video,
page cover photos display at
820 by 312 pixels on computers,
and 640 by 360 on smartphones.
Now it's time to add a call
to action or a CTA button.
Since Facebook first
launched this feature
in December of 2014,
the options for brands
to add call to action buttons
to their Facebook pages
have vastly expanded.
These are phrases like, watch
video, sign up, or book now.
And each can be customized with
the destination URL or piece
of content of your choosing.
It's a great way for marketers
to drive more traffic
to their website and get
more eyeballs to the content
that they want to promote.
Check out how Mandarin
Oriental uses the book
now button to make it easier for
viewers to make reservations.
Next, we've arrived at one of
the most important sections
of your Facebook page,
the About section.
Visitors don't see a
preview of your About text
when they land on your page.
Instead, they have
to click on the About
option on the left-hand
column next to your content.
That said, it's still
one of the first places
that they will look
when trying to get more
information about your page.
However, even within
the About section,
there are many options
for copy to add.
Consider optimizing
this section that best
aligns with your brand.
A general description, a
mission, company information,
or your story, with brief,
yet descriptive copy.
By doing so, your
audience can get
a sense of what
your page represents
before they decide to like it.
You might also want
to populate sections
that allow you to record
milestones and awards.
Like when you launched a
new product or service.
As well as the day or year
your company was founded
or when you hosted major events.
Now let's talk about
posting photos and videos
to your timeline.
Visual content is 40
times more likely to get
shared on social media than
other types of content.
And it's pretty much
become a requirement
of any online presence.
While photos are a great way
to capture brand moments,
you should also invest a good
amount of time and resources
into video.
Watch Video is one of
the CTAs that Facebook
allows brands to add to their
pages for a good reason.
It's becoming one
the most popular ways
to consume content.
But it's not just for
prerecorded videos.
According to the social
media channel's newsroom,
people spend more than
three times more time
watching a Facebook
live video on average
compared to a video
that's no longer live.
So don't be afraid to give
viewers an in the moment look
at what your organization does.
Another important consideration
in your Facebook content
strategy should be how
frequently you post and when.
If you don't post
frequently enough,
you won't look as
reliable or authentic.
After all, how
much faith you put
in a brand that hasn't
updated its Facebook
page for several months?
Post too often,
however, and people
might get sick of having
their feeds flooded
with your content.
Here's where a social
media editorial calendar
can be particularly helpful.
This can help you
establish a schedule
for when you share posts
according to season
or general popularity.
You'll probably have to adjust
your calendar several times
after checking the
performance of your updates
in your Facebook Insights
to see what content
posted when performs best.
You can access
page insights when
you navigate to the tab at
the very top of your page.
Now let's talk about scheduling
future posts for your Facebook
Business page.
You can either use an
external publishing tool,
like the Social Inbox
within HubSpot software,
or the Facebook
interface itself.
For the latter, click
the Schedule button
next to the share now button
where you're creating a post.
Facebook allows you to
target certain audiences
with specific updates, be
it age, location, language
or interests.
And you can segment
individual page posts
by these criteria with
Facebook's targeting tools.
And don't forget to
pin important posts
the top of your page, so
visitors see those updates first.
Because when you post new
content to your Facebook page,
older posts get pushed
farther down your timeline.
Sometimes you might
want a specific post
to stay at the top of
your page for longer, even
after you publish new updates.
To solve for this,
Facebook offers the ability
to pin one post at a time
to the top of your page.
You can use this
pin post as a way
to promote things like
a new lead generating
offer, upcoming events,
or important product
announcements.
To pin a post, click
on the top right
corner of a post on your page
and click, pin to top of page.
It will then appear at the
top of your page flagged
with a little bookmark.
Just keep in mind
that you can only
have one pinned post at any
given time on your Facebook page.
Once you start
picking up followers,
monitor and respond to
comments on your Facebook page.
While it may not be
necessary to respond
to every single
comment you receive,
you should definitely
monitor the conversations
happening there,
especially to stay
on top of a potential
social media crisis.
Finally, don't forget to measure
the success of your Facebook's efforts.
There are a couple of
ways to execute this step.
You can use something like
the Social Media Reports
tool in your HubSpot software.
And you can also dig into
your pages' insights, which
allow you to see and track
Facebook-specific engagement metrics.
Here, you'll be able
to analyze things
like the demographics of
your homepage audience.
And if you reach a
certain threshold,
the demographics of people
engaging with your page
in your posts.
As I mentioned earlier, the
latter is especially helpful
to modify your Facebook content
strategy to publish more
of what works, and
less of what doesn't.
You can access your Facebook
page insights via the tab
at the top of your page.
Looking for even more help
with your Facebook Business
strategy?
GES
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