Just as a persistent toddler will keep asking this same question until they are satisfied with the answer, we need to understand why we must devote the time and effort to set up a Facebook business page. Once we know the substantial benefits of having a Facebook Business Page, we’ll be more inclined to invest in the process.
So, if you’re researching how to create a Facebook business page, then read on. We’ve mapped out the essentials here, along with the all-important reasons why.
Steps to Creating a Facebook Business Page
Before you can create a business page on Facebook, you will need your account. With 2.8 billion active users at the last count, however, the chances are good that you already have one. So, you can check that off the list.
Why do you need a Facebook Business page? For the same reason that you need business premises. Your home life and your business life are separate—well, they should be anyway.
Your personal Facebook account is linked to your business account, but this is only administrative, and there is nothing displayed publicly that will show this association. Your Facebook business page is your professional space, a place to promote your brand and interact with customers.
Sign in and Create a New Page
Once you’ve completed the required fields, you will be prompted to create the page, and your details will be saved. You can then move onto the next section.
Click on Pages and select + Create New Page.
Facebook will open a preview page that will offer you input fields for your business information and populate it as you go along. You can view your page on desktop or mobile by toggling between the two icons on the top right.
A few tips:
- You can choose between entering your actual business name or use something that people are likely to search for if they’re looking for you.
- You may find that your business falls into two or more categories offered by Facebook. You can choose up to three pre-set options here, but only the first one will display under the business name.
- Your business description will show in the About block on your page and should include the basics of your business, products, or services. At a glance, your customers should be able to determine who you are and what you sell.
Once you’ve completed the required fields, you will be prompted to create the page, and your details are saved. You can then move onto the next section.
The next part of creating a great business profile on Facebook involves your choice of visuals. You will be asked for two images, a profile picture and a cover picture. It’s important to set the right tone here, as your customers will see and process your imagery long before they get to the text.
The profile picture appears at the bottom left of the page and should represent your company, such as a logo. If your business is small and your customers know you by name, then it would be appropriate to put a professional image of yourself here.
The ideal size for your profile picture is a square of at least 180 x 180 pixels in JPG or PNG.
The cover picture should be a high-resolution visual of what your page is all about, kind of like a shop window that invites people in. For example, images of your products in use.
Be sure to create the images in the correct size format. The best size for a Facebook cover image is 851 x 315 pixels in JPG or PNG. More recently, we have the option of loading a 20 – 90 second video as a cover visual. (Thank you, Facebook!)
Facebook has some stringent guidelines in place relating to your choice of imagery, so before you dive in, make sure that you’re on the right track. Also, be sure to check how your images display on various devices.
Once you’ve selected and saved your images, Facebook will ask you if you want to link your page to WhatsApp. This is a great idea – which we will briefly cover shortly.
Complete Page Setup
The bones of your Facebook business page are now in place. The rest of the information that Facebook asks for is beneficial for optimising your page and getting it off the ground, but it’s not required.
A box like this will show in the middle column of your page and guide you in completing this additional information. Here you can add details such as website, location information, business house, phone number, an action button, and more. Pretty much everything that you would want to know about a business.
There is also a little block saying Create Ad, which you’ll notice on your travels. A Facebook Business page opens up the opportunity for you to run ads, a privilege that wasn’t available on your personal profile. More on this in a minute.
How to Optimise Your Facebook Business Page
Optimising your Facebook page is an ongoing process but one that will reap dividends in the future. There’s no magic formula to an optimised page, but there are common-sense recommendations that we’d like to touch on.
- Only ever use high-quality imagery.
- Ensure that all fields available are completed, accurate, and up to date.
- Change your cover photo regularly.
- Enable a custom name for your page (That’s the @username part that appears under your page name.)
- Be sure to use keywords in your business description and the founder’s story.
- Make use of a relevant CTA button to tell users what to do next.
- Set up an auto attendant to help manage your messages.
- Enable reviews.
- Load photos of your products and use a sensible naming convention.
- Engage your users.
Following these steps will ensure that your page is professional and will be found by the right people and encourage your audience to learn more and interact.
How to Gain Your First 100 Fans to Your Business Page
A new page can look like a ghost town for the first few days. What we want is to get some page likes going on and encourage people to talk and share. Fans (likes) demonstrate popularity and trust. The more fans you have, the more organic traction you will achieve.
Again, there is no silver bullet to getting page likes and follows, but there are some best practices that we can adhere to.
- Once your business page is live, promote it on your personal page.
- Invite your friends and family to like your page.
- Add a Facebook Like button to your website.
- Share relevant and interesting content regularly.
- Share links to associated pages or news items.
- Like other business pages.
- Use both text and imagery in your posts.
- Run competitions or surveys to attract attention.
- Run Facebook ads.
How do I Make My Facebook Business Page Stand Out?
Today’s online audience attention span lies somewhere around 8 seconds. If you’re going to stand out in all that noise (approximately 60 million other Facebook business pages), then you’re going to have to do things a little differently from everyone else.
In addition to having an optimised page, you need to brainstorm with your team to create the most compelling, emotive content that you can manage. These tips will help:
- Make it surprising and memorable.
- Keep it short. (The optimum length for a post is a mere 40 characters.)
- Make your point quickly.
- Use compelling images.
- Use social tags.
- Start conversations in the right places.
Advertising on Facebook
You’ve no doubt noticed that we’ve touched on the topic of Facebook ads several times. This is because it’s the only way to get the reach that you want when promoting your business. Organic reach has been throttled by Facebook over the past few years and now sits at a rather disappointing 4%. So, out of your 10,000 followers, only around 400 of them will see your posts.
To advertise effectively and use all the fabulous tools at your disposal, you will need to set up and verify your Facebook Business Manager Account.
Getting Started with Facebook Business Manager
As mentioned previously, you may want to link your business page to WhatsApp. To do this you will need to Create a Facebook Business Manager Account. Go to business.facebook.com/overview and click on Create Account.
Thereafter you will be prompted to enter the relevant information for your business. This opens the door for you or your marketing partner to run and track ads and manage your Facebook assets efficiently in one place.
It’s advisable to use a business email address and not a personal or agency email address for this step so that the business has full control of its Facebook Business Manager account.
How do I Verify my Facebook Business Manager Account?
Part of your business manager account setup includes verification. This is an important legal step that will require information on your personal and business identity and proof of access to your business.
In addition, verification of business managers allows you to access the magic of the WhatsApp Business API, without which your business won’t be eligible to create an account. With the explosion of benefits and fascinating tools available from WA Business API, you will undoubtedly want to get on board without delay.
Follow these Verification Tips from CM.com
- Click Settings at the top of your Page.
- From General, click Page Verification.
- Click Verify this Page, then click Get Started.
- Enter a publicly listed phone number for your business, your country, and your language. Click "Call Me Now" to allow Facebook to call you with a verification code. The business number provided needs to be able to receive a call for verification. This is generated from the Facebook platform and is time-sensitive.
Remember these key points:
- The Business Manager account must be created in the name of the business that will be applying for the WhatsApp Business Account.
- For example, if CM.com was the business, then the original Facebook Business Manager account must be in CM.com's name, not that of a third-party agency.
- When entering the business details, make sure that you have official business documentation available to share with Facebook to verify the details. It’s worth noting that Facebook are particular with the document types and there are no shortcuts or workarounds.
- Be sure your business name and WhatsApp Business API account have some relationship.
- You will require a working website that has the corresponding business details on it.
- Do not use a PO Box as your address. You will need to enter your physical business address.
While it’s essential to know how to create a Facebook business page, we are also aware this is just one platform, albeit an important one.
Your customers are likely engaging with you from a host of channels and a variety of online platforms.
Are you keeping up?
We’d like to invite you to chat with our experts to understand how you can benefit from maximising all the right channels from one intuitive platform.