If you want an engaging Facebook business page, here's what you need to know:
1: Don't confuse business pages with personal profiles.
If you create a personal profile for your brand instead of a Facebook Business Page, you're going to miss out on content creation tools, analytics and paid promotional opportunities.
Worse yet, people will have to send you a friend request before they can engage with you.
2: Don't create a 'professional profile' associated with your business.
Let's say you have a personal profile on Facebook and you want a second profile for professional reasons. This goes against Facebook's terms of service and could get you in trouble.
3: Choose a friendly, engaging cover photo.
This cover photo takes up most of the room above the fold on your Page, so you'll want a high-quality image that attracts and holds your visitors' attention.
You might consider hiring a professional to create this image for you.
Keep words in the image brief and to the point.
Faces work well at holding attention, and bright colors are good, too.
4: Use a profile picture that's easy to recognize.
It could be your logo or your headshot if you're the face of your company.
Being recognizable is important to getting found and liked, so choose your picture carefully and then use it consistently.
5: Fill out your 'About' section.
This isn't visible anymore when visitors arrive on your page, yet it's still one of the most clicked-on items when they want more information about your business.
Put in your general description, company information, your story or whatever fits for your business.
6: Add a call-to-action button.
This is a great way to drive traffic to your website and build your list. Your call-to-action button might be to have visitors watch a video, sign up to your list and so forth.
7: Post often, but not too often.
If you don't post for months at a time, then your business does not look professional. Heck, you don't even appear to be in business anymore.
But if you post non-stop, you'll likely annoy people.
It's a matter of finding that happy medium, and that can vary from one business to another.
8: If you have the time to respond, then let fans message you privately.
It's an awesome idea to let your customers and fans send you private messages – this can result in better customer service, fewer complaints made publicly and even more sales.
However, if you don't have time to respond to these private messages then it might be best not to enable private messaging.
9: Monitor your page and respond to comments promptly.
You can monitor and respond to comments using the 'notifications' tab at the top of the page.
10: Pin important posts to the top of the page.
As you post, older posts get pushed down and buried. But there are times when you want a post to remain at the top, even after you've published new posts.
You can pin one post at a time and use these to promote events, offers and announcements.
11: Post visual content in your Timeline.
Photos and videos are up to 40 times more likely to get shared on social media, so take advantage of this fact and share lots of visual content.
12: Consider using live video.
People typically spend more than three times more time watching a Facebook Live video than they do a recorded video.
13: Use Facebook's targeting tools.
You can target certain audiences with tailor-made updates. Segment by age, gender, relationship, location and so forth, and then send highly targeted messages to those groups for a greater response.
14: Promote your page. A lot.
Create an ad to promote your page, choose your target audience and choose your budget. Make sure your ad is directly targeted to your ideal customer and test.
15: Measure your success.
Dig into your page's insights to track Facebook-specific engagement metrics. Analyze and adjust as needed.
It might all sound complicated, but you'll quickly get the hang of everything here.