7 Essential Tips for an Engaging Facebook Business Page

So you’ve decided to set up a Facebook Page for your company — or maybe you just want to make the most of your existing one. Well, considering Facebook is home to more than 1.4 billion monthly active users, you’re making a smart move.

But if you think you can just slap together a Facebook Page and expect the leads and customers to roll right in, you’ve got another thing coming. The chances of actually generating leads and customers from Facebook are pretty slim if you’re not creating a Facebook Page with the potential to get noticed, Liked, and engaged with. Check out the tips below to make sure you’re creating an engaging page that doesn’t fall flat.

1) Don’t create a dummy account for your business page.

I’ve heard of so many people creating “dummy” personal accounts (like Holly HubSpot) in order to create their Facebook Business Page (like HubSpot). People usually do this to make sure employees don’t abuse the fact that they have a brand page connected to their personal Facebook account — or simply to ensure that people don’t mistakenly post things on their Facebook Business Page that were meant for their personal page. But the fact of the matter is, creating more than one personal account goes against Facebook’s terms of service, which gives Facebook the grounds to shut down your Facebook Business Page at any moment.

Not ideal.

To avoid publishing mishaps, give Facebook Business Page administrative and editing rights only to the employees who need it (you can do this under ‘Page Roles’ in ‘Settings’), and be sure to provide adequate training so they aren’t confused about where they should be hitting publish, what they should be posting, and who they should be posting it as.

As a page administrator, you can choose to publish, comment, or Like a post on your page as either your personal profile name or your page name under ‘Post Attribution’ in ‘Settings.’

post-attribution

2) Add a recognizable profile picture.

You’ll want to pick a profile picture that will be easy for your potential fans to recognize. This could be anything from a company logo for a big brand to a headshot of yourself if you’re a solopreneur or consultant. Being recognizable is important to getting found and Liked — especially in Facebook Search. Your profile image is pictured at the top of your Facebook Page and is also the thumbnail image that gets displayed next to all your Facebook Page updates, so choose wisely.

When choosing a photo, keep in mind that Facebook requires your profile picture dimensions to be 180 pixels by 180 pixels — even though the image will display as 160 pixels by 160 pixels on desktop computers.

facebook-profile-picture-1

3) Choose an engaging cover photo.

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’re choosing one that’s high quality and engaging to your visitors, like this one from Care.com’s Facebook Page:

Screen Shot 2015-07-14 at 8.07.08 AM

Keep in mind that Facebook cover photo dimensions are 851 pixels wide by 315 pixels tall. To help you create an attractive cover photo optimized for the right dimensions, download our pre-sized Facebook cover photo template here, and read up on some do’s and don’ts for creating engaging cover photos in this blog post.

4) Optimize the descriptions of your profile picture and cover photo by adding links.

Depending on your goals for using Facebook, you may want to consider including links to your website in the descriptions for your profile picture and cover photo. Whether it’s to a blog post, a piece of lead-gen content, or just an “About Us” page, links are opportunities for interested folks to get to know your company better, and the descriptions of your profile picture and cover photo are prime real estate to do it:

If you decide to add links to the descriptions of these two photos, make sure they are shortened links with UTM parameters attached to them — that way, you know if they’re working or not.

hubspot-profile-pic-description

5) Bonus: Integrate your profile picture with your cover photo.

If you want to get extra creative and feel confident about your design skills, try coordinating your profile picture and your cover photo in a creative way. For example, check out how Coca-Cola does it on its Facebook Page:

coca-cola-integrated-cover-photo-profile-picture

6) Add a call-to-action (CTA) button to your cover photo.

Back in December 2014, Facebook launched a new feature that allows you to add one of seven pre-made call-to-action buttons to your Facebook Page’s cover photo. Pages can choose from one of the following options — “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” “Watch Video,” and “Play Game” — and customize it with a destination URL of their choosing.

This is a great way for marketers to drive traffic from their Facebook Business Page back to their website. Check out how Hotel Urbano uses the “Book Now” button on its Facebook Page:

hotel-urbano-book-now-button-1

Another smart way to use these calls-to-action is to integrate your Facebook cover photo with your CTA button. Check out how we previously integrated the “Sign Up” button with a cover photo we used on HubSpot’s page to promote HubSpot’s free CRM:

crm-sign-up-button

To add a call-to-action button to your cover photo, click the ‘Create Call-to-Action’ button located on your cover photo. You’ll then be able to choose the button copy you want and specify the URL you want to direct visitors to. To get data on how many people are clicking your button, simply click the drop-down arrow on your button and select ‘View Insights.’

7) Customize your Facebook Page with apps — then organize your tabs.

See those tabs under the cover photo on HubSpot’s Facebook Page, pictured below? Those are apps you can add to your Facebook Page as one way to customize it.

facebook-tabs

For example, when a visitor to HubSpot’s page clicks on our ‘Jobs’ tab, HubSpot’s Facebook Page Timeline gets replaced with a listing of jobs available at HubSpot, powered by Jobvite’s Facebook app:

hubspot-jobs

To customize your Facebook Page with apps, visit the Facebook App Center and search for apps you want to add to your page. After clicking on the result you want, click the flag icon flag-icon.png to visit the app’s page. Next, click the menu icon dot-menu.png located on the app page’s cover photo, and select ‘Add App to Page.’ To take this one step further, you can even create your very own custom apps with a bit of tech savvy. Learn how to create custom Facebook Page apps here.

Once you’ve added apps, you can also rearrange the order in which they appear at the top of your page. Facebook will automatically show your ‘Timeline’ and ‘About’ tabs first, but you can select two more apps to show up primarily in your tabs section. Everything else will fall under the ‘More’ dropdown. Choose the most engaging or important apps out of all the ones you’ve enabled on your page to appear in the top row. You can do so by clicking the ‘More’ dropdown, selecting ‘Manage Tabs,’ and then dragging and dropping your apps to rearrange the order of your tabs.

Original article posted on HubSpot

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