Having a Facebook page for your construction business is a great way to promote your brand, cultivate an online following and establish and grow your digital footprint. Here are 9 tips for creating a Facebook page for your business.
1. Do you have a logo?
Your logo is probably the most pivotal part of building your brand. It should be a well-designed, memorable piece of art that captures the essence of your business and that serves as a reference point for all your subsequent branding exercises. Make sure you have a decent logo before you start a Facebook page for your business.
2. Get a Facebook page, not a profile
I’ve noticed a few businesses use a personal profile on Facebook instead of creating a company page. Do it right the first time and create a business page. It’s quick and easy to do and looks far more professional than a personal profile for a business. Plus, business pages have some great features to promote your company that personal ones don’t. Personal profiles also have a limit on how many ‘friends’ you can have and since Facebook doesn’t like personal profiles being used for business, they may well close your page down at any point.
3. Perfect your profile picture
While a business profile picture on Facebook has much the same function as your personal profile picture, it’s very important that your business profile picture accurately represents your brand, is of a good quality and remains fairly consistent. In most cases, a company’s logo is used for its profile picture, which is then complemented by the cover picture. Make sure your profile picture looks good once you’ve uploaded it. If it looks blurry, or shows only part of your logo, you’ll need to resize it or find a better quality version. Whatever you do, don’t leave it like this.
4. Add a cover image
Your cover image is an opportunity for you to visually reveal a bit more about your business than your logo/profile picture does. It should complement your profile picture and also accurately represent your brand and be of a good quality. But it needn’t be quite as permanent as your profile picture. I like to think of a cover image as setting the tone or a theme for a given period. It’s a great way to reflect different seasons or holidays, and showcase your promotions, or even acknowledge a world event – while still paying homage to your brand.
5. Complete the about section
Take the time to fill in the about section on your business page. At the very least, add a brief and accurate description about your product or service and a contact number and/or email address. This information makes it easier for your potential customers to find you. When they do, make sure there’s a way for them to reach out to you other than via Facebook. People want information and they want it now, so don’t frustrate your customer by having too little or no information about your company on your Facebook page.
6. Add social media links to your website
This is assuming you have a website. Make sure that when customers visit your website, they know exactly where to find you on social media. Remember, it’s not on your customer’s to-do list to check your website every day for new information and promotions. But if your customer is following your company on their social media platforms, chances are they’ll see what you’re up to. If you don’t yet have a website, that’s okay. Facebook is a great (and free!) way to have a digital home where you can talk to your fans and customers.
7. Know your customer
If you’ve started a business or intend to start one, you’ll need to know who your target market is. Facebook has a multitude of ways to fine tune your reach to your exact target market: right in the beginning stages of creating a page as well as when you promote your page and boost your posts. Basic variables include gender, age, location and interests, among others, helping you to maximise your ad spend on reaching the right people. Remember, your target market is a considerable factor in determining your brand’s voice. If you’ve already established a general tone or communication style for your business, follow through with this on Facebook. If you don’t already have a language style guide, be cognisant of your market, making sure the frequency, tone and content of your posts are appropriate and consistent.
8. Plan your content
Your Facebook page gives you the opportunity to be present in your customer’s daily life, so make sure that you post good quality content on a regular basis. A great way to ensure content is consistent (and readily available) is to plan ahead. Planning ahead instead of trying to source or think up content for a post every day will give you a bird’s eye view of your content, which will help you to weave a cohesive brand story that your customer can relate to and can be a lifesaver when you’re stuck for time.
9. Be responsive
Social media is fast-paced, so users expect that when they engage with your Facebook page with a comment, or a message, that you get back to them quickly. If you’re not at your desk all day, make sure you get notifications from your Facebook business page to your phone and try to respond immediately – and professionally – and you’ll have yourself a happy customer who feels that their needs are being met. Facebook also recently started measuring how often and how quickly companies respond to messages and comments on this platform. You’ll be able to see what percentage of messages or comments you have responded to and what your average response time is. If you respond to 100% of these within 3 minutes, Facebook gives your page a little green badge to show customers that your page is very responsive.
Good luck with starting your own Facebook business page! You’ll find it’s easy peasy and quite rewarding watching your brand grow in the digital space. If you have any questions or need some help, pop me a mail at Jennifer@hassndas.co.za.