How important is frequency in Facebook ads

Almost 2.3 billion users are active on Facebook every month, so it goes without saying that your company page should present you in a good light.

At first glance, that doesn't seem like a particularly demanding task. Here a photo, there a few posts and your leads and customers are already waiting in line.

Unfortunately it's not that easy.

You need a comprehensive strategy for creating your Facebook business page so that it speaks to your target audience. Otherwise, your chances of generating leads and customers through this channel are rather poor. For example, you shouldn't just pick any picture. It has to be the right size, have a high resolution, and adequately represent your company.

But that is not all. We have put together a few tips for you that will tell you how to create an engaging page that allows you to take full advantage of Facebook marketing.

14 tips for creating beautiful Facebook company pages

1. Do not create a personal Facebook profile, but a real company page

Many marketers and entrepreneurs are tempted to create personal profiles for their brands rather than an actual company page on Facebook. But that has some serious disadvantages. For example, you're missing out on some features that only company pages on Facebook have, such as tools for the Content creation, opportunities for sponsored content and analytics in Facebook Business Manager.

In addition, interested members of your target group would have to send you a friend request in order to be able to interact with your content. And yes, you want your customers to do so do not make it unnecessarily difficultto get in contact with you, but to provide all important information at a glance.

Please do not create an additional “professional” profile that refers to your company. Many Facebook users have a private profile that they only use for content with friends and family. They then create another profile in which they mention the company name. The intention behind this is that they can then accept professional contacts on Facebook without them being able to see the private posts. But in fact, creating multiple personal profiles is against Facebook's terms of use.

2. Use different roles for your company page to avoid posting errors

These horror stories are known from social media marketers who accidentally published private content on their employer's social media platforms. To avoid such nightmarish scenarios, you can assign roles for company pages and thus only grant access to those employees who also need it for their day-to-day business.

Before you get started, make sure to train those employees who are not very familiar with social media marketing. In this way, you can get rid of any confusion before content is actually published. Know what your employees are posting, when they are posting it, and what their roles are.

To assign roles, go to "Settings" on your company page and then click on "Roles for the Page".

Whenever you post content for your business, make sure you don't accidentally post it from your personal profile. You can check this by viewing the "Contribution Attribution" in your settings.

3. Add a recognizable profile photo

You should choose a profile photo that your target group can easily recognize. For large companies or well-known brands, this could be the logo, for example. Freelancers or consultants can also use a photo of themselves.

The recognition value is important so that you can be easily found, especially in the Facebook search, and receive "likes" information. Your picture will appear in search results, at the top of your business page, and in thumbnails next to your posts where users will see it in their feeds. Therefore, making the right choice is very important.

When choosing your photo, you should keep in mind that Facebook often changes the dimensions of the images. You can find the latest information here at any time. As of the date of publication of this article, the dimensions for Profile pictures on desktops at 170 x 170 pixels and at 128 x 128 pixels on smartphones.

4. Select a meaningful cover photo

The next step is to choose an attractive cover photo. Your cover picture takes up a large place in the directly visible area of ​​your Facebook page. Therefore, be sure to choose a high quality image that is appealing to your visitors. This one from MYOB's Facebook page is a good example:

Remember that the dimensions of the cover pictures, just like those of the profile pictures, change frequently. So always use the official guidelines as a guide. At the time of this article's publication, the dimensions for Cover images 820 x 312 pixels on computers and 640 x 360 pixels on smartphones. You can also experiment with Facebook cover videos on your company page, which automatically play as soon as a user visits the Facebook page.

5. Add a call-to-action (CTA) button to your Facebook company page

Facebook introduced this feature in December 2014. Since then, there has been an ever wider selection of CTA buttons for companies. This includes CTAs like “Watch the video”, “Register” or “Book now”. The buttons can each be personalized with a target URL or a corresponding content offer.

This way marketers can drive more traffic to their websites or increase awareness of Facebook content that they want to promote. In this example you can see how the Hotel Adlon in Berlin uses the "Book Now" button. This makes it easier for visitors to make reservations.

To add a CTA button to your page, click the blue "Add Button" button.

You can then choose what kind of button you want to create and which URL or which content on your Facebook page the button should be linked to. To find out how many people clicked on your button, simply select the option "Show statistics" in the drop-down menu.

6. Fill out the "Info" section with the most important information and also mention important milestones of your company

Now we have come to one of the most important areas of your Facebook company page: the “Info” section.

Your visitors will no longer see the preview of your info text directly when they visit your page. Instead you have to click on "Info" in the left column. Still, this is one of the first areas your visitors will look at when they want to find out more about your business.

Within the info section there are many different options for adding your own text. Above all, you should optimize the areas that best suit your company: the general description, mission, company information or your story. You should write short but clear texts. This way, your target group can get a feel for what your company stands for before they decide to like your page.

You should also list milestones in your company's history as well as awards. This includes, for example, data for which you have released popular products or services. You can also add founding dates or important company events here.

7. Post photos and videos on your Company Page Timeline

Visual content is now required in social networks. After all, it is 40 times more likely that visual content will be shared on social networks than is the case with other formats.

While photos are a great way to capture snapshots and represent your brand in a contemporary way, it's also important to invest the time and resources in video creation. In the “State of Inbound” report 2018, video is named as “the most important new trend”. 45% of marketers are planning more video content in the future.

Companies can add the “Watch Video” CTA button to their pages for good reason, as video content is particularly popular. However, you shouldn't just focus on recorded videos. According to the Facebook newsroom, "users spend an average of three times more time watching a Facebook live video than watching videos that are no longer live."

So take this chance and show your users a snapshot of your company. Make sure, however, that your live videos are well prepared.

8. Determine the ideal time and frequency for your Facebook posts

As part of your Facebook Marketing Strategy you should be concerned about how often and when you post. If you don't post content often enough, you can appear unreliable or untrustworthy. Put yourself in the shoes of visitors: What impression does a company make on you that has not updated its Facebook page for several months? However, if you post too often, your followers may no longer want to see your content in their news feed all the time.

An editorial calendar for social media can be helpful for these purposes. As with other online content, you can use the calendar to set up a schedule that specifies when to post which posts - depending on the season or general popularity.

You will likely need to adjust the calendar several times, especially if you are just setting up your page. You should track the performance of your Facebook updates in the statistics. You can find this via the tab at the top of your page. Then, once you've identified popular times and gathered other analytics data on your first few posts, you can adjust the frequency and strategy of your posts.

If you're unsure of how to schedule your posts, you can use an external publishing tool like HubSpot's social media inbox. But the Facebook user interface also has suitable functionalities. If you use the Facebook interface, click on the arrow next to the “Publish” button and select “Plan”.

9. Use the targeting functions of Facebook

Facebook offers you the opportunity to address specific target groups with specific updates. You can segment the target group according to gender, relationship or educational status, age, location, language or interests and adapt the posts according to the criteria.

To do this, click on the crosshair icon under the post that you want to publish. After that, you can enter metrics for the preferred audience and exclude those who you think won't want to see your content.

Please note that this feature is disabled by default on sites with fewer than 5,000 fans. But you can do it under Settings> General> Audience optimization for posts activate manually.

10. Pin important posts at the top of the company page

As you post new content on your Facebook business page, older posts will appear further down the timeline. However, you may want to keep a particular post at the top for an extended period of time, even as you post new posts.

To solve this problem, you can freeze your posts on Facebook at the top of your page. With fixed posts you can, for example, promote new offers for lead generation, events or important announcements about products.

To freeze a post, click on the context menu at the top right of a published post and then select "Freeze on top of the page". The post will then be displayed in the first place in your timeline and provided with a small pin on the wall. However, you can only freeze one post at a time.

11. Decide whether your Facebook fans can send you private messages

If you want to enable your Facebook fans to send you private messages directly from your page, you should definitely activate the function. To do this, go to your settings and click on “General” in the left column. You will then find the “Messages” section on the right, where you can make the settings.

We recommend that you activate the messaging function so that your fans can easily contact you. However, you must then also continuously check and reply to the messages. Facebook Pages now have a section that shows how quickly companies respond to messages. To avoid being called slow in this section, do not enable messaging if you cannot guarantee a quick response.

12. Watch and reply to comments on your company page

We mentioned earlier that you should monitor the interactions of fans with your site. The comments should not be forgotten under any circumstances. You can monitor and reply to comments from the Notifications tab at the top of your page. You don't necessarily have to reply to every single comment, but you should keep an eye on the conversations - especially to avert potential crises on social media.

13. Promote your company page to get more followers

Now that you've added content to your site, it's time to really get the hang of it.

First of all, you can create an ad to promote your page. To do this, click on the button with the three dots in the movable menu above your posts and select "Create advertisement". From there, Facebook allows you to create an ad based on your goals. These include, for example, goals such as reach, traffic or brand awareness. Choose your destination, then click Continue.

Then you can choose your target group. The process is similar to the process for targeting individual posts that we described above. Then decide where to place your ad on Facebook and indicate your budget. You can find more information about paying for Facebook ads here.

You will probably then be asked to add visual elements or text. Keep in mind that you are paying for it, so choose something that will grab people's attention for the ad. At the same time, the content should be of high quality and representative of your brand.

14. Measure the results of your marketing activities on Facebook

There are several ways to examine the performance of Facebook ads and their results in terms of marketing metrics. For example, you can use social media reporting in HubSpot. But you can also analyze the page statistics on Facebook in order to track Facebook-specific interaction metrics. You can analyze aspects like the demographics of your target audience there. Then, when you cross a certain threshold, you can analyze the demographics of the people who interact with your page and posts. As mentioned earlier, this is especially helpful for customizing your Facebook marketing strategy. That way, you can post more content that works well and neglect unpopular content. You can access your Facebook page statistics from the "Statistics" tab at the top of your page.

Originally published April 15, 2019, updated January 29, 2020