8 Tips to Increase Awareness & Conversions on Facebook
Facebook is the most used social media platform in the United States and despite the data breach scandal in early 2018, it is still growing by 13% every year. What does this mean for your business? Facebook is a very important part of your marketing mix to help you be found and to nurture leads. Having an optimized Facebook page will help you maximize conversions and increase brand awareness. Your Facebook Business page can easily become your “second home page” because social media platforms tend to rank pretty high on searches, so by having a well-developed Page, your ranking will go up as well.
Additionally, a Facebook Business Page can be completely set up in under an hour — far quicker than the time it takes to build a website. For this reason, some small businesses start with Facebook and then build a website.
Wherever you are in your process, here are some tips to guide you with best practices to ensure you’re getting the most out of Facebook.
Tip #1: Be Clever when Choosing your Username
Your username will help people find your page and it appears on two different places:
- Below your Business Page Name
- The URL of your Business Page
Your Username should include the name of your company and should be (if not the same) similar to your Business Page Name.
To add or update your Username simply go to your Business Page, About, General Section and click Edit next to Username
Pro Tip: Choose the same username across all social media platforms if possible.
If the username you have on Twitter is not available for Facebook, go for the closest variation or consider switching both to keep them consistent.
Tip #2: Keep the Profile Picture Simple
Your profile picture is the first image users see when they search for you so you need to make sure it’s easy to recognize for your audience. Your profile picture is also what shows up next to every single post you publish so it is very important that you choose an image that represents your brand. This is a great place to either include the logo of your business or a picture of yourself if you are a public figure.
When selecting your profile picture you need to make sure the dimensions are customized for Facebook. The dimensions for your profile picture need to be 170×170 pixels for desktop and 128×128 pixels on smartphones. For the most up-to-date specs, click here.
To update your Business Page Profile Picture, go to your Business Home Page and hover over your profile picture then select Update.
You will upload your profile picture as a square, however, you need to take into consideration that it will appear on your profile and next to your posts cropped to a circle.
This is how your Profile Photo appears on your Profile:
And this is how it appears next to your posts:
Tip #3: Think of your Cover Photo as an Advertisement
Your cover photo (also referred to as a “banner”) is the biggest image people see when landing on your Facebook Business Page so it should drive value and connect with your audience. Consider adding your business’s tagline and a hint to your Call To Action button.
Let’s take for example Adidas, they don’t have a tagline per se on their Cover Photo, however the image is a stock room of Adidas shoes which goes perfectly along with their Call to Action Shop Now.
Just like with your profile photo, your cover photo needs to adhere to Facebook’s recommended dimensions to make sure it’s displayed in the highest quality. The dimensions for your cover photo need to be 820×312 pixels for desktop and 640×360 pixels for smartphones. For up-to-date specs, click here.
To update your Business Page Cover Photo, go to your Business Home Page and hover over your Cover Photo then select Update.
Pro tip: choose a different promotion every month or every quarter and change up your banner imagery–and your CTA (call to action)– accordingly.
Tip #4: Activate the CTA Button, Accordingly
Your button is where you send your audience to complete an action and it should directly align with your social media goal on Facebook. For example, if your goal is to increase bookings for your hotel, you should set your call to action to “Book Now” and send the link directly to your bookings page.
To update your Business Page Button, go to your Business Home Page and hover over your Call to Action Update then select Edit Button. You will be prompted with the different options and you should select the Call to Action that aligns the most with your social media marketing goal.
Tip #5: Don’t Wimp Out on the About Section
Your About Section is one of the most important sections on your Business Page because this is where your audience can learn about your product or services and get more detailed information on how to contact you.
You don’t necessarily have to fill out each section just yet, but we recommend you to get started on the following sections:
- General Description & Categories
- Hours of Operation
If you have been in business for a long time and have won awards and completed milestones, this would be a great place to add them as well to increase rapport with your audience.
To update your Business Page About Section, in your Home Page, go to About, then on the upper right hand corner click on Edit Page Info. This will prompt a pop-up box with the information on your About Page for you to update section by section.
Tip #6: Include Customer Reviews & Ratings
Your Customer Reviews and Ratings allows you to build rapport and legitimacy with your audience.
The best way for you to populate this area is to contact your clients or customers directly and simply ask them to leave a review on your Facebook page. To make this task easier on your clients, and increase the odds for them of actually leaving the rating, provide them with key points to write their reviews. In addition, it wouldn’t hurt to give them the step-by-step instructions on how to leave you a review. (You can copy and paste the below section to explain to them!)
To leave a review on a Business Page, simply go to the Reviews tab, then click Yes to recommend and leave your review.
Tip #7: Respond to Messages in Messenger
Facebook Messenger is one of the most important tools you can maximize on Facebook because it allows your audience to chat with you directly.
Consumers see Social Media as an opportunity to have 2-way dialogue with a brand. About 34% of consumers prefer to contact businesses via Social Media for Customer Support, which means that you need to keep that window of communication open and have a designated person or team to respond to customer’s messages. It is extremely important to be aware of Facebook Messenger notifications and to respond to customer’s questions and request promptly because stats show that they are willing to wait for up to 4 hours for a response, however, in harsh reality, brands have up to a 10 hour response time. This response time shows directly on your Facebook Messenger, and the fastest you respond, the better.
Tip #8: Activate a Chatbot
In 2016 Facebook decided to open up the communication gap between customers and businesses by allowing them to interact through Facebook Messenger.
Facebook Messenger has about 1.3 billion monthly active users worldwide, creating a massive window of opportunity for businesses to communicate with potential customers. The best way for your business to take full advantage of this is by creating a Chatbot to open the conversation with 1-on-1 with your customers and potentials.
There are many services that offer this option and some of them are even free. You can quickly set up a Greeting Message and a Messenger Main Menu on ManyChat so your Messenger appears to the user like this:
We’ll cover chatbots more deeply in an upcoming blog post. Make sure you sign up to receive alerts the next time a blog is published.
Optimizing your Facebook Business Page won’t automatically start drawing traffic to it but it’s a great first step to playing the SEO game. You will also need to keep a consistent posting schedule and engage with your community to drive results. Read tips on using Facebook Live and other social media channels to help drive awareness of your brand.