As your business grows, you’ll want to know how to improve your Facebook page to get traction. Having a Facebook page sitting there with no content or engagement isn’t helping your business at all.
It’s sometimes difficult to keep on top of multiple social media channels. So information goes stale over time.
B2C companies tend to have an easier ride with Facebook. It can be difficult for B2B companies to really leverage Facebook in a meaningful way. However, we’ve pulled together some tips that both B2B and B2C companies can use to improve Facebook pages.
How to Improve Your Facebook Business Page
Businesses have to contend with low engagement thanks to Facebook’s ever-changing algorithm. If you want to get more views without paying, you’ll need to use this checklist to learn how to improve your Facebook page long—term.
Set Up a Business Facebook Page, Not a Personal Page
If you have a personal page for your business, it’s time to switch over to a proper business page.
Business pages have tons more features, as well as helpful analytics so you can see whether your hard work is paying off.
There’s no point in working out ways to improve your Facebook page on a personal profile. This is a crucial step to check off before you move on to the rest of this guide.
Check Your Page Profile for Accuracy and Clarity
On many websites, the About page is the page that goes out of date quickest?
Why? Because few business owners check their static website content on a regular basis.
The same is true of your business Facebook page. When was the last time you actually read it?
Here are a few things you’ll want to look at:
- Make sure your profile photo has an up-to-date version of your brand logo.
- Try to pick a cover photo that fits the dimensions of the cover page exactly.
- Improve the About section of your page. This is your space to outline your mission statement as a company, who you are, and what you do. You only get 155 characters – so make this section clear, like an elevator pitch.
- Check that you’ve claimed your own business URL.
Remember that social media is a space where some businesses really struggle to match the tone of their audience. The copy here can be used to add some fun and personality to your business page.
Organic reach on Facebook is declining over time. There’s so much content posted to Facebook now that it acts as a filter, showing your fans only the most important and relevant posts.
You can spend a great deal of money writing high-quality content, but then fail to get anyone to read it. And the less people engage with your posts, the worse your page performance will be.
What is Facebook Page Reach?
Page reach is the number of organic (non-paid) views that your content is likely to get.
Facebook limits this to try and promote quality, but it’s also fair to say that it wants businesses to spend money to improve reach too.
If you notice that fewer people are seeing and engaging with your posts, that’s a sign that Facebook’s algorithm has stepped in.
If you don’t want to use Facebook Ads, here are some free tactics to try:
- Post video content. Remember, many people have their sound turned off, so make the content visually appealing, and include captions.
- Post snippets of blog posts before showing the whole thing.
- Create great featured images on your blog posts so that they are carried through to Facebook. Remember that Yoast SEO has its own Social tab that you can use to assign specific Facebook images if you need to.
There are tons more ideas in this infographic on Facebook reach from Search Engine Journal.
Grow Your Audience
If you have a healthy audience on another platform, there’s no harm in asking that audience to like you on Facebook on a regular basis.
For example, many service companies do well on LinkedIn, which is more of a natural home. There’s no harm in reminding those people that your business also exists on Facebook.
This is a really good way of essentially recycling the audience you have and boosting your numbers over on Facebook with very little effort.
According to HubSpot, ideos and photos are 40X more likely to be shared than other types of content on Facebook.
It makes sense. Facebook’s timeline is pretty cluttered, and you need to make an effort to stand out.
The easiest way to achieve this is simply to put your videos on YouTube and link to them from your Facebook page.
Here are a few other things to try:
- Go live. Even though we’re used to on-demand content, there’s still something special about watching something live. And people spend 3 times longer watching live video than they do watching something that’s pre-recorded.
- Make videos with captions. As we mentioned before, many people have videos set to autoplay, but that means they play without the sound on. Make sure people who have the video on mute know what you’re saying.
- Focus on strong intros. Spell out the benefits of your video in the first few seconds.
Build a Community
The golden rule of any Facebook page is not to be overly pushy. If you keep advertising, your visitors will quickly switch off.
Instead, think about sharing related content and updates that are relevant to your audience. You might want to get your team to create a few fun blog posts or videos and share them to the page.
Experiment with new content and try to think of ways to go beyond the strict limits of your brand. Facebook is generally a recreational space, and if you build a community, they’ll probably come back for more.
How Often Should You Post on Your Facebook Business Page?
There are no hard and fast rules. Again, this is something that will come to you over time by looking at your Facebook Page analytics.
It is possible to post too often, particularly if:
- You aren’t adding value for your readers
- You aren’t sticking closely to your business’ important values and themes
- You’re thinking more about posting frequently than posting quality content.
Every time you post, think about whether it’s going to result in engagement. If it probably won’t, take a rain check and think of something more worthwhile.
Post at the Right Time
On any social media channel, there’s no point in posting when your audience is asleep.
There is no perfect time to post, but you can get an idea from analysis done by companies like CoSchedule. They say that the best times to post on Facebook are at 9 am and between 1 pm – 4 pm.
It makes sense. These are the times your audience is most likely to be preparing to work, or taking a break.
So if you’re going to do a live video, keep this in mind. But also apply it to regular posts too.
You can get more insights from experimentation and looking at your Facebook Page analytics. Consider scheduling your blogging and social media posting using something like WP Scheduled Posts.
Not only does it give you a handy way to publish blogs at just the right time, but it also lets you auto-post a link to your brand new blog straight to your Facebook page.
Pin, Boost, and Repeat
If you hit a winning formula, don’t assume that your post is done and dusted. Depending on the way your content is designed, there are other things you can do to boost visibility:
- Pin your most important or most successful posts to the top of your feed.
- If a post works well, post it again at a different time of day to see how the results compare.
- If a photo post works well, repost the same link with a video or animation.
- Consider paying to boost a post that results in a higher number of conversions than usual.
20 percent of your content should be iterations and improvements of your 70 percent, such as new types of videos. (buffer.com)
To learn how to improve your Facebook page, statistics are your best friend, and reusing popular posts in this way really helps to understand what’s working. You can then waste less money on boosting posts that won’t result in any sales.
Run Contests and Giveaways
Facebook is a great place to run contests. Not only are the audience likely to respond to a freebie, but the increased engagement will be a big boost for your page and help to increase the visibility of your other content.
Make your giveaways specific. Remember this is your chance to reach a really big audience. Show them what you sell and be clear.
Now You Know How to Improve Your Business Facebook Page
Learning how to improve a Facebook page takes a little time. But now you know 9 key tactics that will help.
If you need help writing blog posts to post to Facebook, don’t hesitate to contact us for a chat.