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How to Use Facebook for Business

With so many social media platforms to choose from, many wonder if Facebook is still relevant for business in 2019. We’ll answer this question in more depth later on, but for now, the short answer is – heck yes!

By Ana Simova, content writer at Ranking Press

    Facebook is one of the best platforms for business that can be used as an advertising and marketing tool, so whether you have a small or a big business, Facebook is the place to be.

    Since this social media platform constantly undergoes changes, it can be hard to keep up with its algorithm, tools, and strategies. This is why this article is suitable for both beginners and those who already use Facebook for business.

    We’ll tell you what to post in order to boost your engagement rates and acquire new followers, and give you plenty of tips and strategies so you can successfully promote your business on this popular social media platform.

    Let’s start with the top reasons why you should be using Facebook for business now and for many years to come.

    Why Use Facebook for Business?

    If you’re still unsure whether or not to create a Facebook business page or continue using your current one, let’s go over the main benefits Facebook can bring to your business.

    Great Exposure on a Global Scale

    Facebook is the most popular social network with the largest audience. It’s used by over 1.5 billion users on a daily basis, while more than 2.3 billion people visit it each month. Facebook is used by people of all age ranges, those from 25 to 34 accounting for around 30% of its total number of users, but also by people from all around the world.

    Facebook’s immense popularity and user diversity increases your exposure to a worldwide audience of potential customers and allows you to target the users who you think would be most interested in your brand.

    Engage With and Get to Know Your Audience

    Another reason to use Facebook for business is your audience. It’s usually comprised of followers who liked your page because of the content, those who are interested in your business, and former, current, and potential customers. The biggest social media platform allows you to engage with them by starting a conversation, asking their opinions, responding to their queries, including CTAs in your posts, live streaming, creating Facebook groups, and so on.

    Getting to know your audience is important for having a successful Facebook business page and essentially a successful business.

    After all, how would you otherwise know what content they enjoy reading, or what exactly they’re looking for in your products or services? Don’t underestimate the power of really knowing and engaging with your audience – and Facebook is the perfect place to do that.

    Great Tool for Directing Traffic to Your Website

    If you have a business then you probably have a website or a blog where you post content, sell your products or both. Facebook is a great tool for driving traffic to your website and increasing your organic reach. You can easily do this by promoting your blog content and products or services you sell on your site.

    Want to increase your chances of directing traffic to your website? Read about the best times to post on social media to reach maximum engagement.

    Targeted and Affordable Advertising

    One of Facebook’s greatest features, especially if you’re using it for business, is the ability to target the exact audience you’re after when advertising. With Facebook Ads you can target users based on their demographics, location, interests, behavior on the platform, buying history, connections, and more. Facebook collects every possible information about its users, so in the end you can present your ads in front of those who are most likely to be interested in your brand and buy your products or services.

    What’s more, their ads are for everyone’s budgets since you’re the one who optimizes them and decides their cost. If you want to know more about how to advertise on Facebook check out our in-depth guide on Facebook ads.

    There are plenty of other reasons why you should be using Facebook for business, so if you still don’t have a business account, let’s quickly go over how you can easily create your own. If you do, see how you can optimize it to attract more followers.

    How to Set Up and Optimize a Facebook Business Account

    We created a fictional business for natural cosmetics that we called “Natural Belle” (how original, right?) just to guide you step-by-step through this process.

    Click here to create your Facebook business Page.

    You’ll need to choose one of the two Page categories:

    • Business or Brand. Choose this category if you have a business and want to promote products or services, reach more customers, increase brand awareness, and so on.
    • Community or Public Figure. Choose this category if you’re a public figure or want to create a Page that’s focused around and idea or a topic and want to connect with users in that community/organization/club.

    Since this article is called “How to Use Facebook for Business” we’ll assume that you chose the former, so let’s continue.

    You’ll then need to fill out a few fields (Page name for example), enter the appropriate category, address, and a phone number.

    Add Photos

    Then you’ll be given the choice to upload a profile photo and a cover photo or you can leave that for later.

    The ideal size for the profile photo is 170 x 170 pixels and it’s best if it’s your company logo. The cover photo’s dimensions should be 820 x 462 pixels (if not you can reposition it so it fits) and here you can upload an attention-grabbing photo that supports your branding. If you have the budget you can hire a social media designer to create original photos for your Facebook business page.

    Add a Custom URL

    Click right below the profile picture on “Create Page @username” to add a custom URL. It should be as close to the name of your Page as possible, so if it’s taken add a world like co for company, store, your location, or whatever else that’ll make your URL memorable and easy to type.

    Since @naturalbelle was already taken, we added ‘co’ for company so now it’s www.facebook.com/naturalbelleco.

    Fill Out Your Bio and Page Info

    A complete profile lets users know that you’re a professional and your business is valid, so include as much information as you can. Here are the essentials.

    Description. This is where you tell people what your Page/business is about in a few sentences.

    Location, Hours, and Contact Information. If you’re not an entirely online business and have a physical store, include its location and working hours, add your business phone number and e-mail so potential customers can contact you, and of course, add your website.

    Categories. To make your Page more discoverable on Facebook, select the three categories where your business falls in.

    Add a CTA Button

    On the right-hand side below the cover photo, you’ll see an icon that says “Add a button”. This is your CTA button that’ll help users who visit your Page take action and you can choose between: “Make a booking with you”, “Contact you”, “Learn more about your business”, “Shop with you”, or “Download your app or play your game”. Each has its own subcategories, like the “Contact you” button.

    We chose “Send message”, so now the CTA button looks like this and if anyone clicks on it they will immediately be able to send us a message.

    You can change the CTA button at any time, so you can even test a couple of buttons and see which one works for you the most.

    Optimize Your Page Even Further

    Now you can optimize your page even more by clicking on the “Settings” button that’s on the right-hand side above the cover photo.

    Go over the general settings to see if anything needs editing. You can then click on “Templates and tabs” to change the template of your Page with default buttons and tabs. You can choose between:

    • services
    • business
    • venues
    • non-profit
    • politicians
    • restaurants
    • cafes
    • shopping
    • video page
    • standard

    You can also customize the tabs on your page, like remove a tab you don’t need or add a new one.

    Set Goals

    Setting goals is the very first thing to do if you want to achieve more results for your business on Facebook. Otherwise, how would you know if you’re receiving the desired results – you won’t have anything to measure them against.

    The goals and objectives you set for your particular business should be specific, realistic, and measurable, each with a clear time frame.

    After you set your goals for Facebook, think about the best ways to achieve them.

    For example, let’s say that your first goal is to convert 30 sales within the first 3 months. The actions you need to take to achieve that goal can be including CTAs in your posts, publishing content 2 times a day, boosting your posts, and so on. The idea is for you to have clear goals with clear actions so you stay motivated, track your progress, and achieve your desired results.

    Create a Content Calendar

    A nicely-planned content calendar is the best thing you can do for your Facebook content strategy. If you haven’t encountered this term before, a social media content calendar is where you plan and schedule the content for every social media platform you’re on in advance.

    There are plenty of benefits when using a content calendar. Not only will you save time by planning your content in advance, but you’ll be much more organized, you’ll never miss important dates again, you’ll have a consistent flow of content, you’ll better figure out what works and what doesn’t, you’ll never run out of content ideas, and more!

    Want to know more about social media content calendar? Check out our social media content calendar guide to learn how to create your own.

    What to Post on Facebook for Higher Engagement

    There are 4 main types of posts you can publish on your News Feed.

    Textual Posts

    You’ll receive better engagement if your statuses are short and concise. Asking questions is the best thing you can do to increase engagement. We’ll assume that you know your audience, so ask them something you know they’ll want to answer and if it goes well you can make it a weekly routine.

    Link Posts

    If you want to drive traffic to your website, link posts should be part of your content strategy as well. In order to make your followers click on the link give them a compelling reason to do so and always include CTAs.

    Image Posts

    Images are the best way to catch your followers’ attention on Facebook. To get more engagement you should not only make sure the photo is of high-quality but that it’s interesting to your audience and attention-grabbing as well.

    Video Posts

    These types of posts may be the least common on Facebook, but you can expect to receive great results. When it comes to engagement, Facebook videos perform much better on Facebook as opposed to YouTube videos, so we encourage you to create your own and engage your audience with informative and fun content. Live videos have the highest engagement of all, so keep this in mind as well.

    Posting high-quality content and being consistent are the two most important things you can do for higher engagement. Another important tip is to post at those times when your audience is mostly online. Learn what the peak times to post on Facebook are by reading our guide on the best times to post on social media.

    How to Promote Your Business on Facebook

    Let’s see how you can promote your business on Facebook for free.

    Host Facebook Contests

    Hosting a contest on Facebook can be a great opportunity for your business and brand image. If you haven’t done this yet, we suggest that you seriously think about creating a giveaway contest on your Facebook business page. After all, contests and giveaways are sometimes the best way to attract new followers and potential customers besides paid ads.

    Creating and running a contest/giveaway is fairly simple and can be done in a few steps.

    Firstly, you need to choose a prize, something that your followers and target audience will be interested in. You can give one prize or a few to motivate more people to participate in the contest.

    The second step is to pick a reason for running the contest. This can be the 1 year anniversary of your business, making 1000 or any round number of sales, launching a new service or a product, some popular holiday, and so on.

    Lastly, you need to select a type of contest you’re going to run. For example, you can start a photo contest where your audience will post photos based on the requirements you choose, like while using your product. A contest can also consist of simply answering a question and liking the page, liking and sharing a post, and so on.

    After you decide on the theme and pick a prize, you should publish and promote the giveaway so more people see it and participate.

    Promote a Deal or an Event

    Since your goal is to promote your business on Facebook, gather more followers, and bring new customers, promoting deals for your Facebook followers is a smart way to do just that. Giving your followers a discount or ‘buy one, get one free’ deals is not only useful to them but to you and your business as well.

    Beware that many people who make use of a deal or a discount expect such a deal or a discount in the near future. If this is a marketing strategy that works for your business, you can promote special deals every month. Just make sure to inform your followers so they visit your Facebook Page more often and include a CTA so they turn on their notifications for future posts.

    If your company is engaged in giving public speeches, organizing conferences or some other type of events, you can live stream and give your followers a sneak peek of the event.

    Create a Facebook Group

    Another great way to promote your business on Facebook is by creating and managing a Facebook Group. By creating a group whose topic is closely related to your business you can assemble a relatively large group of people in one place. Then you can share your knowledge on various topics interesting to the members while posting your content in-between.

    By posting useful and interesting content, asking the community questions and replying to those who comment, you’ll position yourself as an authority in that field. You or the person that you’ve tasked to manage the group can then add new members and gather even more people, and of course, post helpful and practical articles, images, and videos to keep the community engaged.

    Conversing with people interested in the industry your business is a part of can be enormously beneficial.

    You can run polls when you need to make a decision and need opinions of people who are interested in your business. In addition, you can see what your target audience likes and dislikes, what they comment, what they post, and so on, and learn how to improve your products or services – even gather ideas for new products that your followers would love to buy.

    Measure Your Results

    Although this one is a no-brainer, many businesses forget to spend some time analyzing their results or simply don’t give it as much importance as they should. Facebook is a powerful social media platform and many businesses can benefit from their analytics.

    If you want higher engagement and more conversions, and of course you do, you must utilize the tools Facebook gives you in their Facebook Insights. You can see what posts have the most likes, shares, and comments, when your followers are most active, and more.

    Facebook Insights is a great way for you to understand your audience which will help you promote your business Page even better.

    Advertise Your Business on Facebook

    Facebook is a great platform for advertising mostly due to their targeting and retargeting options, the affordability of their ads, and the fact that they’re so easy to set up. Due to all these reasons and more, we encourage you to try Facebook ads to promote your business on this platform.

    In our guide to Facebook ads, you’ll learn everything about the different Facebook ad campaign objectives, the many Facebook ad formats, their cost, and all the steps you need to take to create an awesome Facebook advertising campaign.

    Promote Your Business with Sponsored Facebook Stories

    At least 300 million people view Facebook and Messenger Stories on a daily basis. This number is on the rise which is why more and more advertisers use Facebook Stories Ads. Facebook Stories are great for communicating with your online audience and can be used to pass a clear call to action.

    When creating a Facebook Story Ad, you can choose any one of the objectives available on Instagram Story Ads like traffic, video views, conversions, brand awareness, etc. As for measurable results, the Ipsos survey gives us a few statistics that will inspire you to start using Facebook Stories as soon as possible.

    According to the survey, every second person makes more purchases online because of the stories they’ve seen. Also, almost two-thirds of them have shown more interest in a product or a brand as a result of seeing a story, and one-third have even gone to the store to look for some product they’ve seen in a story.

    Final Words

    We hope this guide helped you to improve your Facebook marketing strategy and promote your business on the biggest social media platform in the world.

    Is your business on Twitter as well? Learn how to use Twitter for business and get more customers.

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