If you’re a business owner, one of the best things you can do is create a Facebook page for your business. Facebook is the most widely used social network, and often one of the first places people go to get information about a business, but many businesses don’t have a Facebook page. In this post we’ll break down benefits of having a Facebook page and why all small businesses need one.
Business Profile or Business Page?
Many business owners ask about the difference between a Facebook profile and a Facebook page. When getting started on Facebook, users create an account with their email address. Once an account is created, this user has the ability to create one personal profile, and multiple pages. A common mistake among business owners is that they set up a profile for their business, as opposed to a page.
When you set up a profile for your business, you are creating a separate account for your business as if it were a person. Users then need to become friends with your business account in order to connect and engage. The problem with this is that many people are wary of adding a business as a friend, which means that your business profile will may end up friendless and alone on Facebook.
By creating a business page, on the other hand, users can simply “like” your page are able to engage in a more comfortable way. An easy way to remember the difference between a Facebook profile and a Facebook page is that that Facebook profiles are for people, while Facebook pages are for businesses. The two types of accounts are compared in more depth below.
Facebook profiles are for personal use on the platform. The owner of a Facebook profile has a profile picture and cover photo, and can add basic information such as where they live, work, and go/went to school. A major difference between personal profiles and business pages is that, in order to connect with a someone new on a profile, you must add them as a “friend.” This allows both users to see posts from each other.
Facebook users are often cautious of who they add as a “friend” who can see their personal information. Avoid having a regular profile for your business is if you want anyone to engage with you on the platform. By having a Facebook business page, activity that your followers share or like will show up on the news feed of your followers, as well as on the news feeds of their friends.
Facebook pages, unlike accounts, are “liked” by other Facebook users instead of added as “friends.” Each “like” on your page equates to having gained another Facebook “fan.” When someone likes your page, any update you post—whether it’s media, text, or shared content—will appear on their news feed.
This lets your followers see and engage with your content without feeling like you’re watching them. In addition to having followers instead of friends, Facebook pages also let you provide information such as products and services, hours, location, and reviews. Having a page rather than an account makes your business more official, more professional, and more in-tune with today’s social media marketing strategies.
Related: Facebook for Small Business Owners
What’s on a Facebook Business Page?
Basic Business Information
A Facebook business page serves to help people learn about your business in terms of what you do, how you can be contacted, and where you’re located. Your Facebook page will have a menu on the left side that allows your customers to view information such as an about page, photos and videos, events, reviews, and posts. Online is the first place people look when learning more about a business, and having a Facebook page gives you a chance to put all of the most informative and credibility-growing information in one concentrated area.
Something not widely considered is that big part of the “information” section of your business isn’t even written by you! Except for learning basic information about your business and staying up to date with some of your content, a major reason potential customers look at your Facebook page is to read reviews see what other customers are saying about your business. The level of satisfaction they express and the nature of your engagement interactions will influence their decision to start a relationship with you, or choose your products and services.
Business Location and Map
Having your location on your Facebook business page makes it easier for users to tag your business when they post about you, as well as to know where to find you if they want to visit your brick and mortar locations. On Facebook, when a fan looks at your map, they will also see information such as your exact address, phone number, hours of operation, ability to chat with you, and your website. Under the map is also a short description of the company and its main purpose.
Photos and Videos
One of the best ways to catch your audience’s attention is through posting eye catching media! When your followers are scrolling through their news feeds, they see post after post of just text, and after a while may not even see or read the text anymore. Posting pictures and videos on your page will make your followers stop and take a second glance at your content.
Some examples of media you can post on your pages:
- Before and after photos
- Limited time or specialty products
- Time lapse videos of tutorials or large projects
- Customer testimonials
Benefits of a Facebook Business Page
One of the biggest benefits of a Facebook business page is that it provides opportunities for your business’s content to be shown to people on Facebook through likes, shares, and comments. This type of exposure is referred to as organic reach. Think of the content and activity that you see on Facebook. You probably see when your friends like or share posts even if you haven’t liked the page or business. If your business is a profile instead of a page, only people who are friends with you can see what you post. This is the opposite or organic reach, which is something that you want to try to maximize.
The more you can engage with your business page, the better your organic reach will be. This is the purpose of a Facebook business page.
At the top of your business’s Facebook page and on your Facebook advertisements you’ll want to create a strong call to action. This call-to-action can be presented on your page in a few different ways, such as:
- Shop now
- Click for more information
- Sign up
- Learn more
Having calls-to-action on your Facebook page may not directly generate leads or draw customers to your website, but they will be good for your click-through rates.
Facebook ads further increase your visibility and how far your reach can go. You can specify who will see your ads based on factors such as age, location, and interests. Since you can pick and choose who sees your ads, your business will get pushed out to a relevant audience and can produce real results.
Related: Examples of Facebook Ads
Facebook ads provide your audience with the information they need to find your store, download your app and relevant information, see available products, and access your website. A final major benefit to Facebook ads is that you can track the results and see how many people are clicking on your ads and being directed to your website.
If you’ve already created a Facebook profile for your business rather than a page, don’t worry! It’s not too late transition to a business page. You can start by writing a status on your business profile that says you have a new Facebook page for your business, and then tagging the business page in the status so that friends of your business profile can easily click and like it. In the status, ask your friends to like the new page and say that all new updates will be posted from there. As your friends begin to like the page and you build some momentum gaining likes and followers, deactivate your initial profile to reduce confusion among your audience.