Facebook is like an enormous “country”, populated by over 2.3 billion monthly users. Given this gigantic number of users, companies and entrepreneurs just can't ignore the platform's impact on their marketing strategies.
Although a Facebook page can't replace a website, as we explained in our article “Website or social media? Find out what works better”, you should keep in mind that, just like your website, your Facebook page can also show up in Google's search engine results.
It's also worth knowing that more and more people are using Facebook's search feature as a way to find information or businesses, meaning the platform itself functions as a search engine.
How can you optimize your presence on Facebook to make the best possible impression? Here are five tips for turning your fan page into a competitive asset.
1. Choose your business's name wisely
It may seem obvious, but choosing the right name for your company Facebook page is the first step towards success. Make sure not to allow any confusion between your Facebook username and your page name: your Facebook username is the unique identifier at the end of the Facebook URL and is also displayed under your page name, after the @ symbol. Your Facebook page name, on the other hand, is the title of your page, and what shows up in search results within Facebook. If your company has a very descriptive name, nobody else is using it, or if it's a registered trademark (like “Barilla”), you can use your company name as the name of the page.
However, if your company is new, or is a niche company, you'll need a more strategic approach: people searching online with the intent of making purchases are more likely to use key words than brand names when they're typing in their search terms.
Instead of relying solely on your business's real name for your Facebook page, you could combine it with a key word that indicates the products or services you sell. For example, if you have a shoe store named "Zapatos", using only that name for the company's page may not be the best idea. Adding a keyword to the name of your Facebook page (for example “Zapatos - Women's Shoes”) will help you show up in the appropriate searches for your industry.
2. Optimize your “About” section
The “About” section is where you should share more information about your company and explain its values and the advantages of your products or services. But don't get carried away, because you only have 155 characters to do so.
This is one of the most important sections in your entire page, because it's the first place new visitors will go to find more information. In general, people want to learn more about your brand and your fan page before clicking the “like” button.
Use compelling, precise, and concise text that include relevant keywords to encourage your audience to click the thumbs up button.
3. Create and share high-quality content
Yes, even on Facebook, high-quality content is still the best strategy for gaining visibility, and that doesn't just mean sharing your blog posts. You need to carefully plan your posts and make them as compelling as possible, in order to catch user's attention and encourage sharing. The first 30-40 characters of your post are especially important, because they'll serve as the meta description within Facebook's search results, which tells users more about a particular item of content.
Don't forget that people enjoy visual content, whether that's images or videos. Regularly publishing these kinds of posts can lead to more engagement in terms of sharing blog articles or status updates.
4. Organize the tab order
Your Facebook fan page includes certain generic tabs, like About, Events, and Photos.
As you set up your page and add content, you may need to organize, add, or eliminate certain tabs to make your profile more useful and interesting.
If you want to make it easier for your audience to find what they're looking for, create more tabs and organize them. For example, it's a good idea to place the reviews tab on top, then videos and photos, and then posts. Similarly, depending on the nature of your business, you may not need certain tabs at all. In that case, you can remove them to prioritize those that are most useful to you.
5. Use Facebook Messenger
Since more and more companies are now using social media for customer support, Facebook Messenger is a great way to show your followers that you're available to help them solve any problems they might encounter. One of the most important things to know about Messenger is that your responsiveness is automatically determined based on the speed at which you answer messages. That means that visitors will see how long it takes you to respond to messages, and normally, those who answer fastest receive more interaction. You can also change you settings in order to automatically display a Messenger window if somebody visits your page when you're not online, letting them know you'll get in touch as soon as possible.
To sum up, these tips for optimizing your Facebook page can help your business: a well-designed fan page can draw more traffic, “likes", and shares, as well as earning interest from your target audience and potential clients. Consistently optimize your page and results will soon follow!