General Facebook tips
Trick out your profile
There are a few steps involved in setting up a basic Facebook Page, but the secret to great engagement rates is taking the time to optimize.
Make your Page easy to find with a simple username (a.k.a. vanity URL) so that people know who you are. If you think you might be a big enough brand, shoot for the stars and apply for that authoritative blue verification check mark.
A looping profile video (as opposed to a picture) might not be for every brand, but a video cover, which can be up to 20 seconds long, is an eye-catcher. Meanwhile, key information like address, contact info and opening hours is a no-brainier for brick-and-mortar businesses.
Don’t skimp on the “Our Story” section either.It’s a great way to set audience expectations and encourage people to like and follow you.
Drive traffic to Facebook
If you’re just starting out, let your existing audience know where you’re at. Chances are they’re on Facebook, too. Get more Page likes on Facebook by adding Follow or Share buttons to the code of your website or blog. Go ahead and cross-promote by including links to your Facebook page on your other social media platform bios.
And don’t forget the real world: business cards and promotional materials should include your Facebook page URL as well.
Convert the curious
Sending out mass invites to like your Page can feel a little impersonal, or worse, spammy. Take time to craft a message that outlines why a person might want to pay attention, and keep in touch.
Even better: you can easily invite people who have already liked one of your posts to take the next step and like your Page.
To do so, just click on the list of names below the post. In the window, scroll down and click the Invite button as necessary. Don’t be shy: these folks have already shown support and interest in what you’re up to.
Showcase your best work
As a Page administrator, you can pin a post to keep it top-of-mind for visitors. Whether it’s an announcement, a promotion, or just a high-performing post that your audience already loves, take advantage of the opportunity to get more eyeballs on it.
You can pin a post by clicking the ellipsis button in the post’s top right corner.
Just remember to keep your pinned post fresh by rotating it every few weeks, especially if it’s time-sensitive.
Dale Carnegie said that the sweetest sound is a person’s own name. On Facebook, it seems like the sweetest sound is the notification ping.
Mention a person in a post and they’re a lot more likely to share that post with their friends. If you’re a brand, why not give another brand a like and see if the feeling is mutual? This kind of awareness-raising, when done right, is as wholesome and organic as a Whole Foods salad: it sets you up for healthy growth.
Facebook tricks for business Pages
As a business Page, you can take advantage of special perks and features designed to help you engage.
Perfect your call-to-action
The CTA button is a front-and-center opportunity at the top of your Page, so make sure it’s sending your audience in the right direction. If you’re looking to communicate, “Sign up” or “Send message” might be perfect. Meanwhile, “Book now” or “Shop now” can help you identify immediate prospects.
To adjust the CTA button on your desktop, hover your mouse over the default “Send message” button and click Edit.
Customize your tabs
Every Facebook page has some basic tabs on the left-hand side, including About, Events, and Photos. Take the next step and highlight your promotions, apps, custom landing pages or gated content by creating a custom tab so your curious audience can check out your best features.
You can work with a developer or use a Facebook Page app to create your custom tabs.
Frame your fans
Facebook’s photo/video overlay effects are a fun, creative opportunity to interact with your audience as they use the Facebook camera. While a full video overlay takes some technical know-how, a simple photo frame can be created in a snap using the Camera Effects tool.
Gather your biggest supporters in a Facebook Group
Facebook Groups are one of the best ways to build community among like-minded people. And now that Facebook’s algorithm is focusing on meaningful interactions above all else, businesses are taking note. A brand-endorsed Group is kind of like a focus group of your super fans, where they can learn about promotions and events, share experiences, or interact with each other and your business.
From your Facebook Page, you can start a Group by clicking the ellipsis button, naming the Group, and sending out a first round of invitations to join.
Facebook Live video has the greatest reach of any post type. Plus, it draws 10 times as many comments as regular video and people watch it for three times as long. Facebook actively prioritizes live video by placing it at the top of the News Feed, as well as sending notifications to potentially interested audience members.
Jump on all these advantages by scheduling a broadcast in Publishing Tools, or just go live by selecting the Live Video icon in the Update Status box.
Live streaming on Facebook is perfect for giving tutorials or demos, broadcasting an event, making a big announcement, or going behind the scenes. The longer you’re live (Facebook recommends at least ten minutes) the higher the likelihood that people will tune in.