Jill Kurtz, Owner, Kurtz Digital Strategy
You know you need a strategy for engaging with your target audience on Facebook. Great! Before you run with the idea, you need to make sure that your page is ready to support your strategy.
Facebook seems to change the options available for pages all the time. But here are some fundamentals to follow to optimize your page.
Start with a great cover and profile photos.
Your cover photo is the first thing that people see when they visit your Facebook page, so having an awesome cover photo will make a great first impression. Select an image that will get attention and help you to stand out in the mind of your users.
Spend time to find the perfect cover photo for your business. The ideal cover photo should:
- Be visually appealing
- Promote a clear brand message
- Appeal to emotions
- Tie into your brand or a specific product
- The “right” cover photo may change over time. It should always support your current primary message, whether that is a campaign, a product launch, a new service, or just a seasonal focus.
Your profile image should also support your brand. Often, this is a great place for your logo. Since your profile image is all that users see when you make posts and comments, make sure it is something that connects them with you.
Next, complete your About tab.
When Facebook users want to find information about a page, they head right to the About tab. Make sure it is packed with relevant, helpful, on brand information.
Your page category will determine what kind of information you can add. If you are not sure if you are using the correct category, look at the pages of competitors or complimentary organizations to confirm the proper choice.
To the extent possible, complete every section of the About tab. Make sure it conveys you brand messaging in a way that will connect with your target audience. Write like you are talking to someone. Be interesting! Let your uniqueness shine!
Whatever you include, make sure that it ties in with your brand. Everything you present online – Facebook, website, Twitter, etc. – should be consistent.
Next, give your sidebar tabs some love.
Take a look at the left sidebar on your page. This little section can make a big difference in how people interact with your page. It can turn good engagement into great engagement.
Facebook allows you to make custom tabs that give your page a unique twist. Use Manage Tabs to add content to your page that allows people to sign up for your email list, enter a contest, and almost anything else you can think of. Use tabs to make it really easy for users to take whatever action you want them to.