So, you created a Facebook Business Page several years ago because you heard having one was essential for every business.
You filled in the basics, post content, and even maybe nurture a small community.
Also great — but simply creating a Page on Facebook isn’t enough, and certainly not in 2019.
To be successful in the evolving social media landscape, brands need the right strategy and understanding of how to leverage social platforms effectively. For Facebook, this means knowing how the algorithm and Business Pages interact and change on a regular basis.
Without this insight and ability to pivot, businesses are less likely to reap the benefits of connecting with their target audiences in a meaningful way through the social network.
How Facebook’s Algorithm Changed for Users and Brands
In 2018 Facebook CEO Mark Zuckerberg addressed public concern regarding the prioritisation of content finding its way into users News Feeds and announced that there would be a re-prioritize to “encourage meaningful interactions between people.”
This meant a larger emphasis and visibility into the content shared by, or engagements from, friends, family, and groups and a reduction in the visibility of content published by businesses, brands, and media that does not promote the connectivity between individuals.
Under the new algorithm Facebook identifies and prioritizes “meaningful interactions” amongst friends — or active engagements like posting original content, commenting, sharing, and reacting.
These user behaviors take precedence over passive interactions like views and click-throughs, which ultimately means what your friends, family, and groups actively share, and engage with, is more likely to find its ways into your News Feed.
As a result, brands are finding it increasingly difficult to get content in front of their target audiences organically. Facebook is still committed to supporting businesses as an effective advertising and marketing channel, however. With this in mind, the platform has rolled out a series of updates to help brands’ Business Pages better align with its revised company mission and opportunities to showcase content in a helpful way to end users.
How to Make the Most of Your Facebook Business Page in 2019
As you can probably assume from the above mentioned updates, if you haven’t reviewed and optimized your Facebook page recently, you could be missing out on quick-win opportunities to boost your brand presence, support business goals, and ultimately create a better experience for your target audiences.
From leveraging Page Templates to enhanced messenger capabilities, Facebook has doubled-down on the amount of customisation and tools available to brands.
In 2019, take a more strategic and thoughtful approach to how you develop and maintain your Facebook presence.
Here are a few quick and easy-to-implement tips!
1. Update Your Page Template
Found under Page Settings, Facebook offers a variety of Business Page templates with default buttons and tabs to help marketers showcase content in a way that best aligns with your business type and goals.
While the template options look somewhat similar, they prioritise information based on your business or industry — such as promoting the “donate” call-to-action button or ability to start a fundraiser for a local non-profit. Check to make sure you are using the correct template for your business.
2. Select the Right Call-To-Action (CTA) Button
Facebook Business Pages include a prominent CTA directly below the cover image, which you can (and should) update based on current campaigns and offers that support your business goals.
For example, if your business recently launched an online store, you’ll want to update your CTA from “Contact Us” or “Learn More” to “Shop Now,” driving people directly to your eCommerce site or Facebook shop and offering a quicker conversion path.
3. Create an Eye-Catching Cover Image or Video
The Business Page Cover Image is prime real estate to feature attention-grabbing imagery and content for your business.
If you’re not leveraging this aspect of your page effectively, consider a refresh to help promote the most important aspect(s) of your organisation — products, services, offers, career opportunities, etc and use a call to action in your graphic.
Facebook now supports 20-90 second videos in the cover so this is an option to look into.
4. Leverage Recommendations
One of the best ways to increase your brand awareness and gain new customers is by leveraging your existing customer or fan base. Help more people find your business and begin building social proof by adding Facebook Recommendations (previously reviews) to your Business Page.
Beyond the original five star rating, this updated tool enables fans and followers to post text, photos, and tags directly on your Page for others to see, providing feedback and offering details on their experience with your organisation.
Additionally, Recommendations appear across Facebook when people are searching for or talk about your business, extending your reach to new potential customers.
5. Capitalize on Messenger
Facebook Messenger is a great way to create meaningful relationships with your customers , enabling users to contact or message you directly through your Page.
Once messaging is activated on your page, brands can create pre-set greetings and automated responses to support you in off-hours and still feel accessible to users with important feedback or enquiries. This helps marketers connect with users, even when you’re offline or unavailable for immediate response.
Be Ready in 2019!
As a business owner, it’s important you stay up to date with Facebook's evolution if you want to successfully leverage it as a marketing platform.
I will post up more information around this topic again soon :-)