There are now more than 90 million active small business pages on Facebook, so it’s very important for all businesses to make their Facebook business page stand out from the rest. Yet, with over 2.5 billion active users in 2020, Facebook remains one of the most effective channels for any businesses to reach out to potential customers, and build their audience.
So, how can you optimize your Facebook business page to stand out so your audience can notice it amidst the millions of other pages? Here, we will share our actionable tips. By the end, you’ll be able to use these easy and cost-effective techniques to optimize your Facebook business page and generate more leads.
Without further ado, let us begin.
1. Complete and Optimize Your Page Information
The general rule of thumb is, the more complete the information you provide on your Facebook business page, the more people will notice it.
Make sure to enter all kinds of information you can, and make sure all of them are accurate. This should include—but not limited to— your website’s URL, description of what you do, business hours, price ranges (if possible), specialties, parking availability, and payment methods.
The more information you fill out in your page information, the higher the chance your page is going to be included in search results. Here are some important things to focus on in this aspect.
Optimize your page’s about section
If you haven’t properly optimized your about section, you should revisit it immediately. Your about section is very important and is a great opportunity to connect with potential prospects and customers. Include your CTAs as needed in the comment section, and don’t forget to add the link to your website and other social media profiles. So, anyone visiting your Facebook business page can learn about your website and other platforms.
Provide as many details as possible
Your Facebook page should answer at least the following questions:
- What differentiates your business and your product/service from your competitors?
- What is your audience looking for on your Facebook business page?
- What solutions can you provide for your audience’s problems?
- What is the next step you want the audience to take (CTA)?
- How will you measure the success of your Facebook business page?
Make sure it’s easy for customers to contact your business
It’s very important to make it as easy as possible for your audience to contact your business. You can do this by including a contact form on your Facebook page, so your page fans can instantly engage your business. You can check the steps to create a contact form here.
Again, focus on providing complete and accurate information on your Facebook page, and include as many details as possible.
2. Optimize Your Posts
No matter what, Facebook is in its very basic nature, a social media network. So, the core of your Facebook business page is your posts.
Make sure your posts are unique and valuable for your target audience. Your audience will only enjoy conversations they actually care about. On the other hand, remember that you shouldn’t be the only one talking; the goal is to have your fans/followers to communicate with each other.
According to Buffer’s research, shorter posts tend to perform better on Facebook, and the optimal length is only 40 characters. So, be straight to the point and communicate your message effectively.
While it’s okay to communicate with longer posts especially when you are explaining something important or displaying your expertise. However, try to break down longer posts to multiple shorter posts whenever possible. You can schedule your posts over time effectively, which can actually improve your engagements.
Consistency is key
Be consistent both in quantity and quality. Posting on a regular basis is very important on Facebook so you can continuously engage with your audience. On the other hand, maintain the quality of your posts. You can check various tools including Facebook Audience Insights to gauge the performance metrics of your posts. You should also figure out what times and days are most effective to post and be consistent with your schedule.
Stay relevant with your posts and use time-sensitive content to engage your audience. You can probably talk about the relevant sports events, talk about new movies, and obviously the holidays. However, it’s important to maintain consistency in your brand messages. Be very careful if you want to post politically-related or religious posts (or avoid them altogether) unless you are absolutely sure they are consistent with your brand messages.
Keep your post balanced between three things:
- Promotional: It’s okay to promote your product/service directly in your posts, but don’t force it.
- Personalization: Engage individual users, create interesting conversations, ask interesting questions, and so on.
- Value and education: Educate your followers and add value. You can share interesting and actionable tips and provide solutions to your audience’s problems.
3. Make Sure Your Page Can Be Indexed Properly
A common mistake is not to make your business page public so the page can be properly indexed by Google and the other search engines. You’d be surprised how many businesses unintentionally place the restrictions on their business page and so it can’t be indexed properly.
For example, if you set an age restriction or geolocation restriction on the page, only users who meet these requirements can access your page. Obviously, this will also limit potential prospects from accessing your page.
To check, try opening a new browser (or an incognito browser) and type your Facebook page URL in the browser (or you can follow a link from your website). Make sure you’ve logged out from your Facebook account before doing this. When you check, if your Facebook page is shown, then it is public. If not, then your page is restricted only to accept logged-in users.
So if that’s the case, you might need to make the following changes:
- Log in as a page admin for the Business Page, and go to Settings.
- Check the age restrictions, set it to Anyone (13+).
- Make sure no country restrictions are in place.
- Save changes.
Now your Facebook business page is public and non-restricted, and not only users can now access it without logging in (which is useful when, say, someone shares your post), but it can be properly indexed by Google. This way, information from your Facebook page like description, ratings/reviews, audience size, and so on can show up in Google SERP. This can help your business page stand out and attract more prospects that might be willing to give your business a try.
So, check carefully whether your page does have any restrictions in place, and unless you absolutely need these restrictions, consider removing them.
Last but not least, the best-performing Facebook business pages combine both organic efforts with paid Facebook remarketing options. You might want to consider running a Facebook ad campaign or sponsored posts, especially for important events or announcements.
The most important factor in making your Facebook business page stand out, after all, is your content: understand your audience, and provide high-quality, targeted content that provides immediate value for your audience, and little by little you’ll achieve growth.