13 simple ways to tweak and improve your Facebook business page – Part 2

A Facebook business page is an essential part of any business’s digital strategy. In fact, for some businesses, it might be even more important than having a website.

Last week, I outlined seven simple ways you could test, tweak and improve your business Facebook page. This week we’ll look at six more things to do to breathe life back into your page, which will help drive engagement, leads and sales for your business.

8. Get your “About” description right

This should be a no-brainer but some businesses still have trouble getting this right. Make sure you fill out all the relevant page info, such as opening hours if you have a bricks-and-mortar outlet, because your Facebook page is how a lot of people are now finding out about you. Make sure to also include a succinct but informative description about your business.

9. Make it visually appealing

Photos and videos are a big part of the Facebook experience and your business page should reflect that. Visual images should be part of the content mix you post to your page to make it more appealing to your audience and in the News Feed. The types of visual content you can post can range from photos of you and your employees going about daily business to product shots and even videos from third-party sources. Mix it up and see what works best for your audience.

10. Do you have a call-to-action button on your page?

One more way of linking your digital assets and creating an integrated digital approach is to make sure your Facebook page has a call-to-action button set up. The call-to-action button provides a simple way to drive leads from your Facebook page to your website or another online destination, and after all, this is ultimately what you want your FB page to do.

11. Add apps to your page

Adding apps allows you to customise your page and create new ways to engage with your audience. There are plenty of apps you can use, including plenty of e-commerce focused ones. Other useful apps include things like appointment scheduling and customer service apps. The Facebook apps available will help you create a page that will encourage your users to stick around and come back again.

12. Target your advertising

Alongside your organic efforts to get your message across to people who have liked your FB page and into the News Feed, you should also be considering advertising through Facebook. It’s no secret that Facebook ads can help a business boost its reach, so you should be looking to target the right audience for your business in this way. There are a variety of ways in which you can target an audience, including: location, demographics, interests and behaviours. Using these parameters can help you really narrow down who you want to reach and maximise an ad’s lead generation potential.

13. Keep track of your progress

The Page Insights tool provides a valuable wealth of information about how your posts are tracking and what you might be able to do to get better traction. Perhaps your posting content at the wrong time of day for your audience, or you might have more people looking at your content in one city than another. All this information is available for you to see and should be used to ensure you’re creating content that engages with the intended audience.

There are plenty of other ways to improve your page and keep it relevant for your audience. The more you experiment with different tools and techniques, the more you’ll learn about how to get the most out of your Facebook business page.

Fi Bendall is CEO of The Bendalls Group, a business that leads STRATEGY : ADVOCACY : MOBILE delivering the business acumen to drive effective positive results in a disruptive economy for the C-suite. Fi has recently won a Westpac/AFR 2015 100 Women of Influence award.