Getting Your B2C Business Started With Facebook: Everything You Need To Know
Ever feel like your business is lagging behind? Like you’ve missed out that one key element to success? And you want to interact with your customers, reach a wider audience and optimize your skills and company? If you find yourself saying yes to any one of these questions then the answer to all of your problems lies with one simple strategy that you NEED to be using. In other words, indulge in social media to unlock the key to success. Not just any social media but Facebook For Business. In itself Facebook is a business, but delve deeper and you’ll find that Facebook is a business which helps many other businesses get on their feet, build a following and interact with customers.
Renowned for its initial success as a social media website, one out of every five people have a Facebook profile. But Facebook isn’t just for chatting to your friends online, it’s a global network of interconnected communication that businesses can use and should be using to enhance and optimize themselves.
There are many reasons why every B2C (business to consumer) business should aim to set up a Facebook page, here are just a few:
By creating a Facebook business page you are creating an online hub that can help to make your business:
- Discoverable – Facebook is a great way to increase search engine optimization (SEO). Creating a Facebook page for your small or large business can be a substantially effective way to direct traffic to your business website and blog, if you have one. Your statuses, links and other activity that are found on your public Facebook page can also give you an SEO boost if they are indexed by search engines. Having a page which is rich in content will attract more customers to the page.
- Connected and create a sense of community – You can create a community on your Facebook page, Facebook pages are the ideal place for customers and potential customers to gather, provide reviews, share opinions, write concerns and offer feedback. You can build a sense of community and humanize your page by posting useful, relevant links, asking for feedback through likes and comments, organizing contests and promotions and offering incentives for increased activity on the page. A Facebook business page gives you the perfect opportunity to attach a face, name and create a personality to your brand. It also allows you to create a personality for your business and keep connected through one-on-one conversations and non-business interaction.
- Insightful – Your page can teach you more about your target audience. Having a Facebook page for your business gives you a way to keep connected and in-touch with your customers. Your page can be a place for them to receive useful information but also a place for you to be collecting useful information from them through their participation; including the times of day they are online, what else they are interested in, their locality and more.
- Constant – You can advertise your business in front of your customers every day. One of the best features on Facebook is the ability to have status updates, share links and videos. With one in five people using Facebook on a daily basis an increasing number of consumers are using the site to find products, services and brands to solve their everyday problems, and Facebook is the solution to consumer’s problems. It make it easy for potential customers to find you. Once those consumers have found you, you are able to tailor your posts to target their needs.
- Competition – If your competition already has a Facebook page and you do not then you are simply costing yourself opportunities.
Setting up your Facebook business page is a fairly easy task, Facebook helps you and automatically assists you through four basic sections to complete the necessary aspects of your page. Or you can watch this how-to tutorial we created.
You can either set up a stand-alone “business-only” page or set up a page through your personal profile. If you choose the latter your page will be ‘tied’ to your personal profile but they will remain completely separate and nobody can access your personal page through your business account. In fact, it’s much better for you to use your personal account to set up your business page as it give you far more usability features.
To start your page click the arrow in the top right corner and select the ‘create a page’ option.
Next you will need to enter the name for your page, ideally this will be your business name, and choose a category for your page. There are six main categories which each have their own sub categories. Because Facebook accommodates for all different business types and there is no right or wrong business to have a page on the site the category you choose allows you to have specific features that fit your business.
Facebook is a service which any business has the opportunity to use, although it’s been proven to drive sales and engagement for business to business and business to consumer businesses, it’s much harder to attract B2B clients via Facebook than B2C. Therefore, it is suggested that you only start one for a B2C company and use other social media sites such as LinkedIn or Twitter for B2B.
If you are a business to consumer company then below are just a few of the categories Facebook allows you to choose from:
If you have a physical address or a specific area you target, choose the Local Business or Place category. By doing so it will allow customers to check in at your location to advertise it to other potential customers. This works particularly well for hospitality businesses such as McDonalds and Frankie and Benny’s.
If your page represents your company which is not location dependent it is recommended to choose the Company, Organization or Institution category. This category works particularly well for global companies such as Dell or Virgin Media and also for institutions such as universities. This category option allows customers to check in and list it as their workplace but does not give the option for them to review the business.
Facebook accommodates for numerous different types of businesses. If you want to set up a page to represent yourself as an artist, a page for your band or a page to represent a public, well-known figure such as a celebrity or politician, consider choosing the Artist, Band or Public Figure category. This is a great option to choose if you have both a personal and business profile that you want to use to market yourself separately and create a brand for yourself.
Microsoft is an example of a business which uses Facebook to optimize and connect with customers. Microsoft has their main Facebook page in the Company, Organization or Institution category. They have pages for their individual Microsoft store locations in the Local Business or Place category. They also have pages for items such as the Microsoft Lumia in the Brand or Product category.
It’s essential once you’ve selected a category to fill in the “about” section. This section is a 2-3 sentence description of your company and should be your main selling points. It will appear on your main page so make sure to keep the description succinct and to include a link to your company website – if you have one. It is imperative you fill in ‘Impressum’ (your legal bits & pieces) if you are VAT registered, registered with Companies House or part of a governing body/charter, etc.
You’ll need to optimize your page and start connecting with other people to get yourself on your feet. For example, add a profile picture from your computer or device. This picture will serve as one of the main visual icons of your page, it will appear in search results and alongside any comments or statuses you publish.
Once you’ve completed all of the above steps it’s time to click save info. The basic skeleton of your Business Page is now live.
To avoid any mishaps here is a quick round up of all the tools on your page. In the top navigation bar there is an option for “settings” if you click that another navigation bar will appear. On this navigation bar you will find page info – where you can add additional details about your business. Notifications, where you can customize how you’d like to receive your notifications and Page Roles, where you can set who can access the business page, who can make changes to the page and who is in charge of the page.
Since your Facebook Page will be a public spaces, your engagement with Pages is also public. Facebook also provides Page Insights to Page managers about people’s activity on their Page. Note, insights only become accessible after you reach 200 likes. Insights provide information about your businesses Page’s performance, however Insights only becomes available for you to use after at least 30 people have liked your Page. To see your Page Insights, click Insights at the top of your Page. From here, you can view metrics about your Page by clicking the sections on the left (Likes, Reach). With Page Insights, you can:
- View metrics about your Page’s performance
- Learn which posts have the most engagement
- See data about when your audience is on Facebook
Insights is an excellent tool to use if you want to see which of your posts got the most likes, comments and shares and the least negative feedback. You can use these Insights to improve your page and create the types of posts that your audience is interested in seeing.
If you’re still not drawn in by what Facebook has to offer your business then hold tight because there are a few more persuasive tools that the site has to offer. Advertising on Facebook is easy for you and your customers. With Facebook Adverts, you can create targeted adverts to reach your audiences and meet your business goals.
From your Facebook Advert, you can direct people to your shop, include information about downloading your app, allow them to view your videos and to add items to a shopping basket or take another action on your website.
Facebook actively updates you on how your Facebook Adverts perform and how your budget is spent. You can also visit our tool for managing your adverts, Advert Manager to check your adverts performance.
It’s essential to get people to visit your page as soon as it goes live, one of the main ways of doing this is by inviting people to “Like” your page. Invite your friends, family & colleagues to like your page first, then invite other supporters in your network and lastly invite customers. In order to reach your customers and attract them to like your page try to create some activity on your page. Be it via a status, a link or a photo.
All that being said, Facebook has some essential and helpful tools to keep you on top of what’s been happening on your page. Such as:
The overview tab shows a 7-day snapshot of your pages metrics such as Page Likes, post reach and engagement.
The Likes tab shows your overall customer growth and losses. And the Reach tab shows how many people your page is reaching on a daily basis
One last word of advice, when posting on your page, make sure to use a variety of content. Think: What images would my audience like to see? What stats would they like to read? What links would they like to click?