How to create a Facebook business page is essential in these times dominated by the presence of social networks. The majority of people (especially those under 55) are signed up on Facebook, 38 million users use it for an average of an hour per day.
Facebook is clearly the most subscribed social platform, with almost 3 billion users (as of March 2022). If it were a nation, it would be the most populous country in the world, surpassing China and India by over 600 thousand people. It goes without saying that not being present on this communication channel can be a significant disadvantage for a company. All these reasons make creating a Facebook page indispensable.
Digital Coach has taken all this into consideration, and the Social Marketing Course is the ideal choice for those who want to learn how to dominate all social media, not just Facebook, to scale up their company. Additionally, I will explain how to create a Facebook business page and manage it effectively to create and promote content.
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What exactly is a Facebook Business Page?
A Facebook Business Page serves as a public profile on Facebook, designed for the purpose of enabling businesses, organizations, and public figures to enhance their online presence.
Individuals have the option to “follow” or “Like” Facebook Business Pages, allowing them to access and engage with posts, images, and videos from their preferred brands, companies, and content creators.
Having a Facebook Business Page is a prerequisite for launching Facebook advertisements, establishing a Facebook Shop, and leveraging various other Facebook Commerce and promotional resources.
How to Create a Facebook Business Page: why is it the best channel?
Despite Facebook still having the highest number of subscribers, it’s also true that, especially for younger users, it’s slightly declining in terms of activity. There’s a higher engagement on social platforms focused on pictures and videos like Instagram. However, Instagram has fewer users and is notably more complex in terms of marketing content.
This is because the marketing system of Instagram, with images amidst thousands of others, is not yet as effective for businesses as the ability to utilize various multimedia content types like on Facebook.
Why create a Business Facebook Page instead of a public profile
How to create a Facebook business page: Page or Profile? Creating a Business Facebook Page is far better than creating a profile. In the past, many businesses made this mistake, but creating a business page is much more effective with the audience and also more manageable logistically.
Users rarely want to be friends with a business, often not knowing who is behind it. Additionally, having a Facebook page allows you to utilize all the features of Facebook marketing tailored to ensure the success of your business, such as Facebook Ads and Facebook Insights. The former is for creating sponsored posts and ads on Facebook and Instagram, and the latter is for analyzing data for each of your activities.
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Furthermore, a business page allows you to have over 500 contacts (unlike a profile), indexing by search engines, and the ability to have multiple page administrators. In short, if you have a business, you must open a Facebook page. It’s free and specifically designed for businesses!
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Transforming a profile into a Facebook Page
If you’ve created a profile for your business instead of a page, you can migrate it to a Facebook Page using Facebook’s Migration tool.
Once you click Start and provide the necessary page information, Facebook will generate your page while retaining your old profile. Some information will be automatically transferred, while others need to be checked and entered manually.
You can also convert friends from your profile into people who have “liked” your page automatically or choose whom to add.
However, your posts will not be transferred from your profile to the page, but you can still immediately publish old photos and videos.
Steps to create a Business Facebook Page
Creating a Facebook Page is incredibly simple. Log into your profile and click the downward arrow at the top on the desktop, or access the main menu on mobile. Select Create a Page and choose the category that matches your page’s purpose.
You can’t create and manage a business Facebook page without having a personal account. This is because one of the platform’s rules requires every page to have at least one personal account as an administrator.
Choose the type of business
You can select the type of business activity from the various options provided by Facebook. Each option serves different functions, and it’s best to decide the type of activity you want for your page or Facebook blog from the outset. Don’t get overwhelmed in this step; remember that you can change the business type later on.
Types of business:
- Local Business or Place: Create a page for physical retail stores closely tied to a location.
- Company, Organization, or Institution: Create a page for a company, organization, or various causes.
- Brand or Product: Create a page to promote a business strongly linked to a brand or product.
- Artist, Musician, or Public Figure: Create a page for a public figure or someone involved in creative disciplines.
- Entertainment: Create a page for an entertainment channel, such as a website with entertainment content, TV channels and programs, theater, and publishing.
- Cause or Community: Create a page for a specific charitable or cultural cause.
Adding Store Locations to a Business Facebook Page with Facebook Places
For businesses with multiple branches, it can be useful to have a single page with multiple locations, adjusting the page’s activity based on the nearest store to the user with Facebook Places. You can add branches to your business and tailor ads and activities based on proximity.
Temporarily Hide a Facebook Page
Always remember to keep your page hidden until it’s fully completed, then you can publish it. To hide it, go to Settings > General > Page Visibility.
General page information
When you’re about to create a business Facebook page, give it a name and a concise but effective description. I recommend using the actual business name as the page name, avoiding unnecessary information that might come across as spam.
Insert a description that goes beyond merely defining the features of your products or brand, but is also emotional. Ensure that your customers become attached to your brand right from the initial messages you send.
Include as much data as possible that will prominently appear on your pages, guaranteeing greater credibility in the eyes of the user. Also, link your page to your website; this will provide users with various means to access more information.
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Information to include on a Facebook Page
When how to create a Facebook business page, include a variety of data to enhance your marketing efforts:
- Categories your page belongs to;
- Impressum: information about your page with a maximum of 2000 characters;
- Phone numbers;
- Main website;
- Additional links, such as other social media or related activities that have mentioned your brand;
- Business address;
- Business hours, particularly useful for physical stores;
- Any apps linked to the page.
In addition to business information, you can place call-to-action buttons at the top of your page to establish trust and prompt customers to make contact with a simple click.
Using the “Add a Button” feature accessible from your admin home, you can add call-to-action elements that facilitate conversion on your business Facebook page.
With just a single click, your customers can make a reservation, contact you through various means, learn more, watch an introductory video, make purchases or donations, and download your app or use your game.
Creating a contact list (Lead Generation) from Facebook
If you wish to generate leads and receive detailed information privately, build a contact list by creating a form under Contact > Request a Quote. Here, you can prompt users to provide their phone number, email, and other information based on custom questions.
Editing Facebook Page settings
Additionally, Facebook gives you the option to modify and customize your page comprehensively through Settings. Explore each option to unlock possibilities, including automatic moderation, visibility of user-tagged posts, automated translation of content, and courteous auto-messages for user interactions.
Choosing a profile picture and cover image for a Facebook Page
When creating a business Facebook page, it’s essential to have an appropriate and consistent profile picture. Consider using your logo or images containing it.
For the cover image, opt for something that reflects your business type, a new service, or an offer.
Optimizing a Facebook Page by Linking to Other Social Media and Websites
An effectively used Facebook page also contributes to website indexing for SEO (free web visibility and relevance). Connect it to your website and incorporate links directing users to your site. Also, through Digital PR efforts, encourage bloggers (via Influencer Marketing) and collaborating companies to mention your business in their social channels, mutually expanding your audience.
Linking a Facebook Page to Instagram for traffic optimization
With Facebook’s acquisition of Instagram, Instagram business activities can be managed via Facebook, providing you the chance to advertise on Instagram using Facebook Ads.
Adding an Administrator to a Facebook Page
If you want to assign the role of administrator for your business Facebook page to others, you can expand the administration to other personal profiles while remaining the main administrator. To do this, go to Settings > Page Roles > Add Another Person. This is crucial if you choose to utilize a Social Media Manager or if you need separate activities for different branches.
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How to operate a Facebook Page and generate content
Now that you know how to create a Facebook business page, even before you start promoting your Facebook page through invites and potential advertising via Facebook Ads, start publishing engaging content right away. Otherwise, the audience won’t pick up on your channel’s enthusiasm, nor will they have an interest in following you. Aim to publish content relevant to your business that addresses topics interesting to your customers, not just promotional materials.
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How to communicate and publish on Facebook
To truly succeed on Facebook, it’s important to maintain a constant presence with a communicative approach that’s more focused on engaging users rather than showcasing products or demonstrating the company’s efficiency. Remember that Facebook is a platform users use during their leisure time, for fun, not to receive advertisements. Imagine if they willingly chose to receive ads by following how to create a Facebook business page exclusively for that purpose.
What to post on Facebook – Types of content
The main categories are photos, gifs, videos, links, ads, and canvas. Each post can be scheduled and previewed as drafts; it’s better to post at precise and consistent times. For each content type, it’s (almost) essential to include a call to action that guides the customer towards the desired action. This could help them learn more or even lead to a conversion. Another tip is to use minimal text and include a link redirecting to pages with more information.
- Photos are easily viewable, but they often aren’t enough to create interest. Two aspects are necessary: the presence of mostly professional photos and the originality of the content (possibly paired with a good post). It should be immediately clear that this isn’t an amateur photo and that the company has invested (at least time) in it. You can also create photo albums: the post image can be split into a preview of the first 4 images. They can also be presented as Carousels: a series of horizontally scrollable images.
- GIFs are short animated image formats that loop. They’re quite attention-grabbing because they break the typical Facebook content mold and don’t demand too much time from the user. Currently, they’re favored to appear on the Home page.
- Videos are the most engaging content on Facebook and autoplay (without sound) on the Home page. They’re also less common compared to other content types and, being animated, initially attract more attention. However, they’re also the most challenging content to create, and only exceptionally well-produced videos are genuinely considered by businesses. Considering they’re usually viewed while scrolling, the first few seconds or even the opening frames are crucial for user engagement duration. Therefore, two recommended techniques are: featuring the product with effective storytelling or storytelling with the product featured at the end, with the company logo appearing at the end or subtly throughout the video. Videos can also be excellent for Digital PR: partnering with influencers and established content creators who can spread the word within their fan base, particularly if the product is relevant. Two highly effective video features are 360-degree videos and live videos. They’re typically used for exclusive events or backstage content and are a great way to bring customers closer to the brand’s reality. During live videos, it’s also possible to receive real-time comments from online users, who are usually eager to engage with this kind of content if it’s interesting.
- Links might be the most suitable for quickly generating conversions, but as they’re more specific toward purchasing or complex content, they generate less interest. Moreover, Social Network usually penalizes them because they lead users outside the platform. The most common are page post links, which are essentially posts with an image that, when clicked, directs to the desired link. Both the link’s title and description can be customized: they would automatically correspond to the web page’s name and its initial text. Whether it’s a product, related content, or news, a link is ideal for directing attention from Facebook to other web pages, particularly for generating lead generation.
- Facebook ads immediately target macro conversions. Currently, they’re not very effective because they’re niche and users generally don’t access Facebook to make purchases. However, if you don’t have a website and want to explore this sales channel, it can be useful and less complicated. If your product can impress customers with its quality-to-price ratio, ads might be the most suitable content. Displaying prices could generate immediate interest in purchasing. Facebook also allows you to showcase multiple products within the same space. Ads can also be presented as Carousels, which is one of the most commonly used methods. However, it’s advisable not to overdo the number of products and place the most attention-grabbing ones at the beginning.
- Canvas is a new type of content that utilizes a post’s space as a gateway to a multimedia experience. Clicking on the image opens it full-screen, and scrolling reveals various types of content, offering users an immersive and extraordinary experience. However, Canvas is only accessible on mobile devices.
Tone of voice to use on a company Facebook Page
Communication with customers on Facebook should be informal and direct. It’s also crucial to always be active, present, and listen to the audience, responding to every communication directed towards us. For example, if we maintain good posting activity (publishing posts) on our company’s Facebook page, but fail to uphold the expected style and efficiency in comments and chats, we will disappoint the user. They might think we’re only on social media for our own interest, implying that we don’t care about user issues, which should actually be the focus of our communication.
Establish an editorial plan if you want to succeed
When creating a company Facebook page, consistent posting is essential for effectiveness. Both customers and Facebook perceive consistency as a desire to communicate with them.
Thus, the strategy should differ from traditional advertising communication. It should resemble more of a periodic editorial communication strategy, complete with a well-defined editorial plan that outlines what to do and when to publish. This way, our desire to communicate will match or exceed that of our more digitally established competitors.
Schedule a Post on Facebook
Posts don’t always need to be published manually. Scheduling posts is simple—after creating a post, click the downward arrow next to Publish, then select Schedule Post to automatically set a schedule for your preferred day and time.
Consider using specialized tools for more complex scheduling, such as Hootsuite (official site) and Buffer (official site), for optimizing the editorial plan.
Creating High-Engagement Content
Merely creating a company Facebook page isn’t enough; you must craft highly engaging content! Each Like on your page makes it easier for users to receive your updates in their Home feed and reach a wider audience. While creating interesting and original content is vital, don’t underestimate the explicit intention to engage users.
Three smart techniques include posing questions to the audience (multiple-choice or open-ended), addressing hot topics (current trends), and introducing an element of surprise.
The latter can take various forms, such as breaking the institutional silence to encourage a more customer-friendly communication approach. For instance, speaking openly (without negativity) about competitors, and projecting an image of a genuine company that seeks useful feedback to enhance customer service.
How to respond to users on Facebook – Community Management
I recommend checking your page notifications at least 2-3 times a day. Facebook emphasizes the importance of quick responses. Consistently being available for customers is essential, especially when addressing questions.
If the issue is, for example, not being able to be consistently present on the company’s Facebook page to address customer needs, it might be worth considering the engagement of a role like a Community Facebook or a Social Media Manager, positions that will be increasingly sought after in the future. Additionally, Facebook evaluates page activity frequency and moderation (comment replies and feedback interactions) as indicators of page quality, which aids its performance.
Responding to a frequently asked question on Facebook
If a user has already posed a question that might be frequently asked by others, it’s beneficial to create a post thanking the user and publicly addressing the entire target audience. This approach highlights our attentiveness and appreciation for constructive feedback, while also saving numerous duplicated questions that we or our Community Manager would have to individually respond to.
Having a Facebook Group linked to a Company Page – Having a Facebook forum
In addition to creating a company Facebook page, having a Facebook Group linked to a business can be beneficial for pages with a strong community and an ongoing exchange of opinions. The Facebook group serves as a simplified replacement for traditional forums. This way, consumers will feel united and connected to the company while discussing and sharing their opinions. Moreover, keep in mind that most users prefer discussing and sharing content related to professional or business matters (and beyond) in a group rather than on their public Facebook page.
Being cautious about communication mistakes on Social Media
Remember that communication on the web is crucial both internally and externally. Many companies have faced crises due to communicative missteps on social media. Avoid getting too personal in expressing an opinion that might offend someone. Keep in mind that traces of what is left on the web, in such cases, are permanent, affecting both reputation damage and the practical availability of controversial material.
Reviews on Facebook
Consider the possibility for users to leave reviews, which usually hold a prominent position on your page. Online reviews are a primary reason consumers trust a company, and on Facebook, this happens instantly.
Find a non-intrusive way to encourage your customers to leave positive reviews, and respond politely to those who leave negative comments, aiming for a constructive dialogue to resolve issues with individual users publicly.
Removing reviews from a company’s Facebook page isn’t the right solution; you risk being perceived as an unreliable company that isn’t open to dialogue.
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How to promote a Facebook Page
Creating a company Facebook page is futile without a plan to promote it to the public. To effectively promote a company Facebook page, you need to implement both offsite and onsite SEO techniques, along with paid campaigns using Facebook Ads.
Promoting a Facebook Page for free
First and foremost, strive to advertise your Facebook page for free across all your communication channels, from your website to your physical store, from emails to business cards.
You can also direct your page and content to your website, maximizing both channels by increasing engagement through the web’s multimedia capabilities. Not to mention the SEO advantage of having more traffic on both channels, enhancing credibility in the eyes of Google’s algorithm.
Note that Facebook’s free options allow us to directly target only the friends of our profile whom we invite to like our page. Alternatively, if you’ve transformed a profile into a page, the friends of the “old profile” will automatically become fans.
For the most part, we’re reachable for free by people who notice our activity and decide to follow us voluntarily. This includes friends of fans who see they’ve chosen to become fans of the page or have provided feedback through likes, comments, or reactions.
You can also share your page on your personal profile through a post. This is less intrusive than asking for likes, but it’s true that this way, you won’t be able to reach your entire friends’ audience. Consider using both options.
Promote a Facebook Page with Stories
Also, consider the possibility of using stories, a novelty in the context of Facebook. These are small thumbnail elements that can be opened and remain consistently highlighted at the top of users’ homepages. Within them, you can include photos, images, and videos that automatically disappear after 24 hours.
Since it’s a space often underutilized due to many low-profile users, creating a story on your profile to promote your business and tagging your page can be an excellent method of free advertising! Of course, ensure that the message is pleasant! Typically, stories intrigue users who aren’t accustomed to seeing them posted by users.
Promote a Facebook Page with Facebook Ads
Even though Facebook offers the option to create pages and communicate for free, it’s highly recommended to evaluate the capabilities of the paid Facebook Ads functions. Placing advertisements helps to reach a wide and highly targeted audience.
In fact, Facebook Ads provides us with countless options (about a hundred) for detailed targeting.
Facebook Ads is Ideal for Local Businesses – Facebook Geotargeting
Especially for local businesses, using Facebook Ads advertising campaigns can be crucial for success.
Note that beyond word-of-mouth activity, which remains closed and uncontrollable, the geotargeting activities of Facebook and Google are ideal for reaching the maximum possible target. The primary tool for this type of activity is Facebook Ads because it can be fully targeted.
Analyze page data with Facebook Insights
Start utilizing Facebook Insights data right away, accessible at the top of the page when logged in as an administrator. You’ll discover numerous insights that will assist in improving your business and gaining a better understanding of your target audience. This includes the most active hours for your audience, detailed target characteristics, and the effectiveness of Facebook Ads campaigns.
In conclusion, creating a company Facebook page can genuinely be the key to transforming your business. As you’ve observed, there are countless features that Facebook has designed specifically to accommodate businesses and their endeavors. This provides an opportunity to engage with customers during their leisure time in a non-intrusive manner.
Always put yourself in the user’s shoes and try to understand what might genuinely interest and engage them from a company Facebook page. Establishing a mutually beneficial relationship is the best way to receive positive reactions and make your business a friend of your audience, ultimately gaining.
If the topic interests you, you can also read our page on Facebook groups. Purchase our course on Facebook Marketing if you want an in-depth understanding of how to conduct business on the world’s most widely used blue social platform.
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