How to Set Up a Facebook Page
Many people miss the most important step, when it comes to setting up a new Facebook Page for business. And that is: Knowing what you want that Facebook Page to accomplish. They become so wrapped up in the mechanics of Page creation, they pay little attention to following the “Plan” – even if they’ve made one.
So the first step doesn’t even involve opening up your Facebook account. It consists of identifying your business and marketing goal.
Step 1. Identify Your Goal For Your Facebook Page
What do you want your new Facebook Page to do for your business? What do you want it to say to your clients or customers?
Is it just a general Page, because you’ve decided your business needs one?
Even then, it should have a single, directed purpose.
Here are some of the things you can make it do for you – and your followers…
- Promote a book or product
- Generate sign-ups for:
- A specific event
- Notification about an upcoming product
- Your blog or website
- Rewards such as a promotion (or promotions)
- A contest
- Brand your business
- Increase public awareness of you and what you do
- Provide focused information for those only interested in your services
- Provide publicity
Step 2. Write Your “About” Blurb
Hold on – we’re not logging on yet! First we’re going to create the perfect About text. This is where you get to showcase your best call to action… while simultaneously letting people know what you and/or your business is all about.
You can include any or all of the following:
- Your mission statement
- Your contact information
- Your specific call to action
- Your website URL – or any other URL you want people to visit
- An “elevator speech”-style summary of what you want your audience to know
- Your most important message
Let’s take a look at some effective “About” messages…
- Publicizing an artist
Tells what he specializes in/what the audience can expect to see. Includes website link. Effective, because it is uncluttered, pre-qualifies only those interested in original oil and mixed media paintings and directs them to his website.
- Publicizing a local business
A little cluttered, but contains five links and a phone number. Says what they do, and allows the audience member to segment him- or herself by clicking on the appropriate link. Good use of categories.
- Media marketing specialist
Expert Amy Porterfield’s message speaks directly to her ideal target client. Contains a clear call to action to her latest training program. Identifies it and provides a link.
- Community page
Clever way to incite “Likes” by using the principle of curiosity and focusing solely on the call to action, with zero distractions.
Find Business Pages closest to your intended model, and study what they do. Decide what you like and what you don’t like.
That’s the best way to help yourself create your most effectively-optimized “About” statement.
Two last points: Use your keywords (or your best keyword) in your About statement…and consider putting your Profile URL from other social network sites, such as Twitter, within your about section.
One last step to take: Remove every word from your statement that you don’t need. Keep your blurb to fewer than 155 characters. The last thing you need is to have your statement turn out to be too long, with your most important call to action disappearing so that people have to click for “more”. (They won’t.)
Step 3: Plan Your Visuals
You also need to make sure your visual elements support your About statement (and vice versa) so plan these too – “visual elements” being:
- Your Cover Photo
- Your Profile Photo
- Custom App tabs you may be considering
Let’s take a look at an example…
The cover photo not only instantly tells the reader what Log Homes Canada does, it shows the scope of which they are capable. It is a strong photograph, using rich, glowing colors traditionally associated with the Canadian north (even though the company operates out of Chilliwack, British Columbia.
The map is a great tab to add, but they missed the chance to include their company logo: or a headshot of a contact person, since it is actually a small family-owned business – the “face” to give the company personality. However, they are unified in keeping the focus on what they do – build homes from logs – and in sharing their phone number and location.
So here’s how to make the most of your Facebook Page visual elements:
- Decide what sort of cover photo would most convey the essence of your business
- Choose between a logo, a photograph of an “identifier” (e.g. the signpost for your B & B) or your headshot. Ask yourself: “Which best supports the page identity I want to create?”
- Decide what apps (tabs) would best engage your audience
Now create them (or have them created).
Setting Up A Facebook Page Summary
Okay, now that you’ve got your cohesive Page identity thought out, planned and ready, it should only take you minutes to set up your Facebook Page! Tune in to our next post to find out more.