Social media is a powerful tool for brands. But with so many different platforms (and constantly changing algorithms) to keep track of, how can you make sure you’re putting your brand’s best foot forward on each one? In this deep dive series, we’ll tackle the challenge of optimizing your brand on each social platform.
Today, we’re diving into simple ways to optimize your brand on Facebook.
Harness the Power of SEO
As the most used social media site, having a Facebook page is a great way for your brand to reach more people. But if you want to maximize your potential on Facebook, you need to start by making sure people can find your page and recognize your brand. Take advantage of these page basics in a way that maximizes your search engine optimization:
Facebook Business Page Name
When someone Googles your brand and finds your Facebook page, this is the first thing they’ll see in the results. Make sure your page title clearly states your brand’s name, so no one has to wonder if they’re in the right place.
Facebook Business Page Description
Your page description serves a dual function. It’s where people first look to learn about your brand, but it also doubles as the website text preview in a search engine result. Use this space to introduce not just the essential function of your brand, but your core values as well. Brevity and clarity are key here—you only have about 155 characters to play with, so make them count!
Facebook Business Page URL
When you sign up for a Facebook page, you’ll be automatically assigned a URL ending in a string of numbers. But you have the option to create a custom “vanity URL” in your page settings, replacing those random numbers with the name of your page to make it easier for people to find. For example, you can find Miss Details at facebook.com/Miss.Details.Design. (Pro tip: Use identical usernames and URLs across all social media platforms to help your audience identify your brand and make cross-platform posting easier. Someone else grabbed the shorter “missdetails” handle. Learn from our mistakes.)
Facebook Business Page Location + Phone
Whenever possible, include both your business’s physical address and phone number on your brand’s Facebook page. This will tell search engines to include your page when people search for local results.
In general, keep basic SEO principles in mind whenever you’re adding text to your Facebook page. Use keywords unique to your brand and industry, but avoid falling back on overly technical jargon. That will make your brand’s page more likely to turn up in search results.
Distinguish Your Brand with Design
After you’ve made sure people can find your Facebook page, it’s time to make it pop! Here are some essential design changes you can make on your page to draw in your audience and create a strong brand identity.
Facebook Business Page Location + Phone
Your page’s name and this image are the two things that will always appear alongside your Facebook interactions, whether you’re posting a status, commenting on a photo, or shooting someone a message. That means it's the strongest association people will have with your brand on the platform. Generally, you’ll want to stick to using your brand’s logo or logo mark, or, if you have a personal brand in an industry like real estate or financial advising, a photo of yourself.
Facebook Business Page Cover Design
While your profile picture should remain fairly static, your cover image is where you can mix things up! It’s a great place to showcase a statement that reflects your company’s values, a strong testimonial from a client, or a promotion for your latest product or service. Think of it as the billboard for your brand.
Facebook Business Page CTA Button
Just below your cover image is a powerful tool: a customizable Call To Action (CTA) button, which encourages your audience to sign up for your email list, book a consultation, make a purchase, reach out with questions, and more. It’s the simplest way to take people from just looking at your page to interacting with it, so make sure you use it!
Facebook Business Page Tabs
Your Facebook page includes several default tabs, like Home, Photos, and Videos. But these are all customizable—you can add additional tabs, and reorder the ones that appear on your page. Create a products or services tab, then drag it up in the line so your offer is always within reach. Have some amazing online reviews? Pull that tab up top! Customize both the content and the layout to match your brand’s needs.
Remember to test out the look and functionality of your page on a desktop browser as well as on the Facebook app. Try logging out as well, so you can view your brand’s page just like a potential customer would.
Best Practices for Posting
Now that your Facebook business page is easy to find and pleasing to the eye, you can focus on your content. Here are a few tips and tricks to keep your audience coming back to your page time and time again.
Facebook Business Page Posting Frequency
One of the most common questions for business owners embarking on their social media strategy is “How often should I post?” The answer depends on the size of your brand—and your audience. If you’re still building your follower list, focus on quality over quantity. Two terrific posts a week are better than three sub-par posts a day! If you have a strongly established brand, however, you’ll likely have the resources to dedicate to a more robust posting schedule. Remember to post during optimal times for the highest engagement.
Facebook Business Page Comments
It’s important to monitor the comments section of every post you make. Not only does responding to comments help build a sense of trust and camaraderie between you and your audience, but it can help drive your business—many people head to the comments section with questions about the price of a service or how to schedule an appointment.
Facebook Business Page Post Types
One of the advantages of Facebook is the sheer variety of post types available to you. The platform’s high character limit makes it ideal for longer text posts, allowing you to share detailed information or personal stories. You can post a single photo as well as large albums from a specific event—for instance, the grand opening of a new business location. We also highly suggest posting infographics to educate your audience, as well as branded graphics that use your company’s logo, fonts, and colors, to help solidify your branding in your audience’s mind. Videos perform extremely well on Facebook, and Polls are a quick and easy way to learn more about your audience’s preferences. Lastly, the Facebook Pin function allows you to keep essential information—such as your business’s contact information, locations, or policies—where your audience can most easily see it.
Build a Lasting Connection
Effectively managing social media in a world where algorithms and best practices are in constant flux can be challenging. But while who sees your posts may shift with the whims of the Facebook algorithm, the ideas listed here will help you feel more in control. By intentionally adapting your Facebook page to strengthen your SEO and brand design, you can ensure more people will not only find your brand, but will form a lasting connection with it.
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