Facebook Is Crucial for Your Business
Facebook is one of the more unique applications to come along since the dawn of the information age — and it’s definitely one of the most successful. Pretty much everyone you know has a Facebook page, and most of them are logged on for nearly an hour each day (including time spent on all Facebook-owned apps, such as Instagram and Messenger).
The company’s net income in the first quarter of 2016 was $1.5 billion, and the number of active monthly users was 1.65 billion during that same period. To say that Facebook has become a popular attraction would be an understatement, but as it relates to marketing, the platform is hardly oversaturated.
Aside from the sheer numbers, one of the most interesting things about Facebook is how the platform can be used as a personal hobby or a professional advertising opportunity. In fact, Facebook actually works best for businesses when they make their company page appear more personal, especially since Facebook recently updated its news feed algorithm to place users’ most desired content at the top of their feeds.
Users want to engage with Facebook pages that are fun, relate to their interests, keep their attention, and offer them something. This goes for craft breweries and law firms, themed restaurants and healthcare organizations, satirical news sites and venture capitalist start ups. Any service or product that deserves marketing deserves its own Facebook page.
You’ve got to give the people what they want, but before you start delivering fantastic messaging and shareable content, you will want to cover the basics. Keep reading to check off each box on your way to Facebook mastery.
As Facebook begins to operate more and more like a search engine with each new update, your company’s cover image becomes more important since it serves as a potential customer’s introduction to your brand. Cover images occupy nearly 25% of the screen on a desktop computer, so it is definitely the most noticeable portion of your Facebook page. That said, thousands of businesses fail to take proper advantage of this free digital billboard and waste a golden opportunity by not following basic best practices.
Sizing: Your Facebook cover image must be 851×315 on desktop and 640×360 on mobile. If your image is at least 399×150, Facebook will stretch it to fit the page, but the dimensions might look unbalanced and the image itself could look blurry or distorted.
Limit Text: Prior to 2013, Facebook had a policy stating only 20% of a cover photo could include text. That rule no longer exists in their guidelines, but it’s still a good idea to limit the amount of text in your cover image to avoid busyness and keep the image engaging.
Right-Align Primary Objects: Your profile image is located on the bottom left of your cover photo; to balance the design, make sure to place prominent objects on the bottom right of your cover photo. The background of the image should be centered to achieve symmetry, and remember to keep aesthetic balance in mind when creating your cover image.
Don’t Forget Mobile: In most industries, at least half of your online audience (if not more) will access your Facebook page from their mobile device, so it’s crucial that you adjust your cover image accordingly. On mobile, a larger portion of the cover image is obscured by the page name and your company’s profile picture, and the side elements of the photo will not fit.
While cover images are an important and effective way to introduce your brand to your audience, one could argue that the profile picture is as important (if not more so) because of its multiple uses. Unlike your company’s cover image, your profile picture will appear on:
- Your followers’ news feeds
- Posts on your timeline
- Comments and/or posts you make on other pages
- Replies in comments
As with cover images, your profile picture must follow specific dimensions to avoid any awkward blurring, distortion, or cutoffs. Profile pictures display at 160×160, and the photo itself must be at least 180×180. We strongly suggest uploading square images rather than rectangles, as the latter will be cropped to fit the parameters.
The most important aspect of a profile picture is how it will look on mobile, which is where most of your users will view the image and is also more challenging because of sizing issues — the smaller the image, the more difficult to pick out the detail. In addition to sizing, here are a few suggestions for creating a vibrant and engaging profile picture:
- Use your company’s logo (especially if you’ve recently undergone a rebranding exercise)
- Eliminate text
- Refrain from using headshots
- Choose your image and stick with it. Consistency is key!
- Avoid stock photography at all costs
Facebook comes with default tabs (“About Us,” “Events,” “Likes,” etc.), but you can also create custom tabs that allow you to highlight content alongside those default tabs. This is a great feature that adds to the user experience and gives you more control over the content your audience sees when they visit your page.
Tabs are essentially the primary navigation of your Facebook page and are located directly below your cover image. To view all the tabs on a page, simply click the “More” drop-down menu on the far right, which will then expand your options.
A custom tab is essentially a page that loads in Facebook, and the possibilities to display various types of content are endless because you will be directing users to a page you’ve created outside Facebook. Here are just a few suggestions for using custom tabs to increase engagement and help generate additional revenue:
- Promote your company’s blog
- Help users schedule appointments
- Register participants for upcoming events, webinars, etc.
- Create a resources library of whitepapers, infographics, instructional videos, etc.
- Highlight testimonials and case studies
Many people think that you have to be an expert developer to create custom Facebook tabs, but Facebook has created a simple and helpful online tutorial you can access here. And if you would like to update the tabs that appear on your Facebook page’s navigation below the cover image (after all, there are only four options — five if you include “More”), click “Manage Tabs” under “More” and simply drag and drop tabs in whatever order you prefer.
In 2014, Facebook added CTA button links to business pages to help companies generate and capture more and better leads and customers, making Facebook an even more valuable platform for businesses seeking innovative growth. With this new addition, a host of best practices came along that marketers must observe to achieve success.
Just a quick overview for those who aren’t familiar: A call-to-action (CTA) is a linkable button placed on a digital property that directs users to perform a given action — in most cases, to complete an online form on a landing page. Depending on your industry and objective, there are numerous CTAs you could use to help entice your users to convert:
- Begin Your Free Trial
- Add to Cart
- Share on Social Media
- Schedule an Appointment
- Get a Free Consultation
- Download Your Free Ebook
The possibilities are endless, but there are certain elements your call-to-action should always include:
- Engaging, actionable copy
- Concise verbiage that aligns with branding elements
- A prominent location near the desired action
- A contrasting but complementing color scheme that distinguishes it from the rest of the page while also fitting within the parameters of the color palette
- Large font size (but not so big that it supersedes the rest of the content on the page)
- Clear language describing exactly what the action will achieve
Understand and Utilize Facebook Insights
Once you have completed the tasks above, you’ll be much closer to launching a successful Facebook business page. Before you do, however, you’ll want to have a basic understanding of how to gather and interpret data from Facebook Insights, which is Facebook’s analytics tool. Let’s quickly review a few key terms:
- Reach: The number of unique users who were served at least one impression of your page’s content.
- Impressions: The number of times your content is shown on a user’s News Feed or Timeline or through an advertisement. Unique users can be shown multiple impressions.
- Page Views: The number of times a page is visited by a user.
- Engagement: Whenever a user performs an action on your Facebook page, such as sharing a post, clicking on a link, or commenting on an image.
- Clicks: The number of times a user clicks on a piece of your content on Facebook.
Insights is an amazing tool that is very easy to use (especially for anyone familiar with Google AdWords), and it can help users better understand and augment page performance. Wondering what time of day is best to post a new blog article? Check Insights. Curious as to which content types have performed well over the last month? Check Insights. Wondering if you need to update your latest paid campaign? Check Insights!
Insights provides users with the information they need to determine their areas of success and areas they need to devote more attention to. Ideally, you and your marketing team should be reviewing the analytics of your Facebook page every day to make changes in real time, especially if a post is achieving promising success and you want to take it to the next level by boosting the post or using it as part of a paid engagement campaign.
To access Insights, your business page must have at least 30 followers. Then, simply click on “Insights” at the top of the page. You will be directed to an overview page that shows you valuable metrics such as reach, engagement, page views, and new likes. This basic information can help your company update your existing strategy or implement new tactics to increase your Facebook presence. For a more detailed look at individual metrics, you can click on any of the links on the left-hand side of the page (Promotions, Events, People, etc.).
Facebook’s analytics tool simplifies tracking user interaction and can be accessed by anyone who has administrative privileges on the Facebook page. The tool is updated throughout the day, so for best results, be sure to have a dedicated social media marketer monitoring detailed reports every day and sharing those reports with key leadership as needed to make informed choices on the fly.
At LaFleur, We Live the Social Life
The importance of social media marketing increases in lock-step with the popularity of each platform. And since Facebook remains the most popular social media platform, successful marketing on this site is paramount to your company’s success.
At LaFleur, we understand the importance of social media marketing and embrace it as the marketing platform of the future — regardless of industry. As individuals begin to use Facebook and other social platforms more and more like search engines, the opportunity to capture the interest of their vast, engaged audience continues to increase.
Every day, our social media experts use their creativity and passion to develop, manage, and optimize Facebook campaigns that generate promising leads, acquire great clients or customers, and drive engagement to new heights.
If you’re looking to create or expand your social media efforts, we would love the chance to speak with you further. Please call us at (888) 222-1512 or complete the brief form on this page to speak with one of us.
We believe in the power of social media to influence consumers, customers, and clients, and we want to help you reach your audience in a way that is both entertaining and educational. Contact us today so we can learn more about your business and begin planning for your future success.
Fontein, D. (2016, March 18). A beginner’s guide to Facebook analytics and insights. Hootsuite. Retrieved from https://blog.hootsuite.com/facebook-analytics-insights-beginners-guide/
Loomer, J. (2014, February 24). Ultimate guide: Facebook insights glossary of terms [infographic]. Jon Loomer. Retrieved from https://www.jonloomer.com/2014/02/24/facebook-insights-glossary-infographic/
Steward, J.B. (2016, May 5). Facebook has 50 minutes of your time each day. It wants more. The New York Times. Retrieved from https://www.nytimes.com/2016/05/06/business/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html?mcubz=0
York, A. (2016, November 8). The 6 fundamental Facebook best practices. SproutSocial. Retrieved from https://sproutsocial.com/insights/facebook-best-practices/