How to build a great Facebook Page for your business

Facebook is a marketer’s dream. Its vast reach and high levels of user engagement make it a hugely important marketing channel for businesses of every size, in virtually every sector.

But Facebook can also be a confusing tool. Many businesses struggle with their Facebook presence, setting up a Page and then abandoning it soon after. So how can you build a great Facebook Page that meets your needs, and encourages interaction?

1. Register your Page

The first step is to register your business on Facebook, and claim your Page. Facebook offers dedicated business accounts for those who just wish to use Facebook to administer a Page. Many people choose to register a separate business account in order to keep this separate from their personal Facebook account.

You can get started with your Facebook Page by clicking here.

2. Provide your info

Having registered your page, you need to populate it with the relevant information. The information you include will depend on the aim of your Facebook Page and your anticipated audience. For example, are you expecting that most of your visitors will already know what your company does? Do you want to directly drive sales through your page, or do you want to generate traffic to your site? All of these considerations will have an impact on what you choose to include.

You should make sure, at least, that your Facebook Page provides an idea of what your business does, along with contact information and a link to your website.

3. Customise with FBML

Facebook provides a pretty strict format to which users have to stick. Unlike social networks of old (hello Myspace), there appears on first inspection to be relatively little scope for customisation.

This is where applications come in. The Static FBML app allows you to incorporate custom text and media into your Facebook Page, by adding a separate tab. You can then tell Facebook to launch that tab by default when a user arrives on your Page – thereby creating a custom landing page.

FBML stands for Facebook Markup Language. This is relatively similar to conventional HTML, and provides vast opportunities for customisation. Here are some examples of what can be achieved with Static FBML:

4. Use a great call to action

Chances are, you will want your visitors to interact with your Page once they have arrived there. The nature of this interaction will depend on your business, but it could be as simple as encouraging the user to ‘like’ your page. Alternatively, you might want a visitor to watch a video, click on a link, or leave you a wall post. A strong call to action (CTA) will encourage visitors to interact with your Page – and this is crucial if you are to build a lasting relationship.

5. Think about incentives

Many businesses use Facebook to incentivise certain behaviours amongst their customers and fans. For example, you might choose to offer a discount to Facebook fans, or organise off-line meetups of these individuals.

Inventives can be a great way of encouraging further interaction with your company, and driving repeat sales.

6. Integrate with your website

Finally, you need to think about how you will promote your Facebook Page. Perhaps the simplest way of doing this is to incorporate the Page into your existing website. Facebook offers a range of widgets to you can use, in virtually unlimited permutations of size, shape and colour. Click here to get started.

6. Integrate with your website

Finally, you need to think about how you will promote your Facebook Page. Perhaps the simplest way of doing this is to incorporate the Page into your existing website. Facebook offers a range of widgets to you can use, in virtually unlimited permutations of size, shape and colour. Click here to get started.