If there’s a king of the social media jungle, it’s Facebook. Ruling over the remaining social networks with over 2.6 billion users—before even adding in the company’s Instagram user base—the platform is a clear leader in the digital space. And when you align your brand with the king by building a Facebook business page, you can take the lead in your industry, too.
Without further ado, let’s dive into the benefits that your page can provide, as well as how to create a Facebook business page that puts the spotlight on your brand (and keeps it there).
4 Reasons You Need a Facebook Business Page
Using Facebook for business can help you achieve big business results. Joining this platform—and using it right—can lead to a rise in far more than vanity metrics like likes and followers. It can actually mean more traffic, more conversions, and even more direct sales for your brand.
Here are a few reasons why you need a Facebook business page to do your brand justice.
1. Broaden Your Reach
With billions of users on the platform every single month, creating a business Facebook page for your company is an opportunity to reach a massive percentage of your target audience.
When you start showing up in shoppers’ news feeds, you’ll broaden your online presence even further. This leads to a huge growth in brand awareness, which is essential for getting your message heard by the people who matter most.
2. Target (and Retarget) the Right Customers
Traditional (and often outdated) marketing methods like newspaper ads were all about reaching as many as people as possible. Facebook can do that and help you get super specific about your targeting, which is especially great news for any small business.
Facebook has a lot of intel about the people you want to reach, including where they’re located, what their interests are, and what they do for a living. This means when you run Facebook ads through your new Facebook business page, you’ll be able to narrow down your targeting to the people who are most likely to convert.
The result is a higher return-on-investment (ROI) at a lower cost—what more could you ask for?
Well, you could ask for retargeting capabilities. Installing a Facebook pixel can further help you boost your ROI by retargeting people who already visited your website.
3. Achieve More Goals
Facebook gives you an opportunity to directly target the goals you’ve outlined in your business or social media marketing strategy. When setting up ads for your business page, Facebook Ads Manager allows you to input your desired results—whether you want to drive website traffic or increase ecommerce sales. Then, the platform will automatically optimize your ad campaigns based on your goal.
This means your campaigns will help you achieve exactly what you want. No more crossing your fingers that your customers will take the right actions.
4. Build Stronger Customer Relationships
Even when you’re not running any ads, using Facebook for business gives you a chance to build and maintain strong relationships with each of your potential customers. By responding to messages to your Facebook business page and engaging with commenters on your posts, you can show your audience what “customer care” actually means.
With stronger relationships comes higher engagement, greater loyalty, and better customer retention rates—all of which can translate to more profitability.
How to Create a Facebook Business Page: Step-by-Step Process
Every great Facebook business page is created with intention. From the time you create a page to the time you make your thousandth post on the platform (and well beyond), you need to know your brand and represent it well.
We’ll help you understand how to create a business Facebook page that sets you up for success in six simple steps.
Before you get started, you’ll need to have and be logged into a personal account on Facebook. If you don’t have one already, head to Facebook’s homepage and tap “Create New Account” to get started. Then log into your Facebook account as soon as you’re all set up.
1. Start Your Initial Setup
To begin the page creation process, you’ll need to head to facebook.com/pages/create on your computer. Once you do, you’ll be able to complete three crucial steps:
- Enter a page name: Your page title should be your exact business name. Page names don’t have to be unique to you, so no worries if another brand already has the same one.
- Select your page categories: Choose up to three categories to tell your audience members what type of company you operate. Your categories will also help Facebook select the best page layout for your brand so you don’t have to rearrange your page yourself. Examples of categories include “business service,” “public figure,” and “clothing store.”
- Add a description: Your description is a bio that appears on the front of your Facebook business page, right below the navigation. This is your chance to write in your unique brand voice about what your company does, what values you hold, and how you can help your customers. The character limit for this section is 255 characters. Don’t forget to use keywords where possible to make your page searchable on Facebook and Google.
The page creation process will look a little bit different if you’re on mobile. It only allows one page category and requests a website and page art (see the second step in this process) instead of the description. However, all of these elements can be edited later.
As soon as you have all the requested items plugged in, you’ll have a skeleton set up for your business type. Continue on to make your brand shine a little brighter.
2. Upload a Great Profile Picture and Cover Photo
This step is where the branding magic really happens.
The profile and cover images you choose are the first visuals your visitors will see on your Facebook business page. They’ll determine whether you’ll make a great first impression and whether potential customers will even remember your brand. This is why making your Facebook page art consistent and eye-catching is key to building a great page.
Selecting a Profile Picture
The best profile photo you can choose for your company is a high-quality image of your logo, which is already central to your brand identity. This logo can be simplified if it needs to be so it can look good in a 170×170 pixel square. For example, Lacoste’s profile picture only includes its recognizable crocodile without its usual text (which could become illegible on small devices).
Your profile photo should be the same one you’re using on other social networks, like Twitter and Instagram. This keeps your business recognizable across all platforms, which builds brand recognition faster.
If you haven’t already, use Adobe Spark to design a custom logo for your brand that sets you apart from your social media competition.
If you already have a logo, Adobe Spark can help you create a simplified but still professional version that you can use across all platforms.
Selecting a Cover Photo
While page visitors can see your Facebook profile photo next to all of your posts and ads, your Facebook cover image is one of the most noticeable page elements you can customize. It sits at the very top of your page at 820×312 pixels on desktops (or 640×360 pixels on smartphones), making it a feature that no visitor can miss.
In your Facebook business page layout, your cover photo is prime real estate for any major promotions you want to share. If you have a big sale or new product you want to feature, create an attractive cover image for it. Otherwise, just make sure your cover photo expands on your brand story, telling page visitors more about who you are and what you do.
With Adobe Spark’s Facebook cover photo templates, you can create an eye-catching banner in minutes, and add your brand colors, fonts, and logo in one click.
3. Customize Your URL and CTA Button
Now that your brand’s visual identity is clear on your business page, you can further customize your homepage to make your company as accessible as possible.
First, customize your URL by tapping “Create @Username” right under your page name. Then, type in your desired username (under 50 characters), which should ideally align with your business name and—more than anything—the username your company is using on other social media platforms. This makes it easier for current followers on other marketing channels to find you and contact you on Messenger.
Unlike your page name, your username—which appears in your custom URL as facebook.com/username—needs to be unique to your Facebook business page. So if your preferred username is taken, you may need to opt for your second choice.
The only exception is if you hold a trademark for the business name, in which case you can fill in this trademark violation form to get Facebook’s help with claiming the username. However, keep in mind that trademarks are only applicable to other companies in the United States, so even this won’t always help you.
Once you have your custom URL set, customize your call-to-action button by tapping the blue “Add a Button” button under your cover image. Then, select an action that you want your page visitors to take—for example, “Contact Us,” “Send a Message,” or “Sign Up”—then provide the required information to guide potential leads to the right place.
4. Complete Your “About” Section
The About section of your Facebook business page is where you can give your visitors a chance to really get to know your company. To edit this section, tap “Edit Page Info” on the left-hand side of your desktop page.
Here, you’ll be able to enter:
- Your contact information, including a phone number and website
- Your location and service area, which are especially important for local businesses
- Your business hours, including any temporary changes
- A longer description, which allows you to expand on your main description and tell a more detailed story about your brand, how it started, and what makes you different
Once you complete your About section, take a look at your other page tabs to see if there’s any other business information that you can enter. Depending on the type of page you have (which again, was set based on your page categories), you may be able to make a list of your services or products, add offers, and more.
5. Start Building Your Audience
Your Facebook business page is pretty much ready for liftoff at this point. However, to make every post count, you need an active page audience to engage with each one.
To start building your audience, you can:
- Invite your existing Facebook friends to like the page
- Cross-promote your page on your company’s other social media accounts
- Link to your Facebook page on your website and in your marketing
You can also directly chat with your most valued customers about your new page. This gives you the chance to ask them for Facebook Recommendations, which helps you build a positive reputation on the social media platform right off the bat.
6. Create Your Facebook Marketing Strategy
With your Facebook page set up and your audience beginning to grow, you can soon start posting on the platform. But before you begin ramping up your activity, we recommend putting together a Facebook marketing strategy first.
Your strategy can provide the guidance you need to send the right messages and stay on-brand. It can outline:
- Your goals: What are you hoping to achieve with your Facebook business page? Your Facebook marketing goals should align with your overall marketing and business goals in some way.
- Your target audience: Who are you speaking to and what do you know about them? Your audience may be slightly different on Facebook than on other marketing channels, in part due to the unique demographics on the app and site.
- Your competition: What other Facebook pages target the same audiences or aim to sell similar products or services?
- Your resources: What is your Facebook marketing budget? How many posts per week can you commit to?
You can also nail down what type of content will work best for the Facebook users you’re targeting, what messages you want to send, and more to take your Facebook business page in the right direction as you start posting.
Amplify Your Facebook Strategy With Adobe Spark
Even when it may not seem like it, the biggest brands are doing more than blasting out daily posts on the fly. They’re using their brand identity and creativity to build stand-out content for their potential customers. You can do the same by using Adobe Spark in a few different ways.
1. Create Branded Facebook Posts
Keeping your day-to-day posting consistent with your brand is the best way to get your content recognized as soon as it appears on Facebook users’ news feeds. Of course, your content needs to get noticed first.
With Adobe Spark’s free Facebook post templates, you can create the beautiful visuals you need to catch the attention of your target audience. Then, tap “Brandify” to make your new graphic true to your brand—no time-consuming design work needed.
2. Promote Your Facebook Page Experience
Maximizing your Facebook presence is all about creating a special experience for your followers on the platform. This can mean:
- Hosting giveaways specifically for Facebook users
- Using free tools on the platform, like live video, to engage your audience
- Hosting special online events for your followers
- Sharing discounts on your “Offers” tab
- Creating a Facebook group for audience members to engage with your team and each other
Regardless of how you use your platform to provide special opportunities for your Facebook followers, you can once again use Adobe Spark to create the graphics you need to promote limited-time events and offers. This way, no part of your brand’s unique Facebook experience goes unnoticed.
3. Attract Users With Stunning Facebook Ads
A brand new Facebook page can take time to grow, but Facebook advertising is an affordable marketing channel that can help you get results in no time. To make every Facebook ad count, you’ll want to pair it with a photo, graphic, or video that captivates the Facebook users you’re targeting.
Hop onto Adobe Spark to make professional Facebook ad graphics that get viewers to click and take further action.
Alternatively, you can use our video maker to grab your target audience’s attention through movement. Zero editing skills are necessary to make the most out of this tool. Focus on perfecting your Facebook marketing strategy, and Adobe Spark will help you do the rest!