Improve your social media results.

Get social media tips delivered straight to you inbox!

Powered by ConvertKit

Want to Know How Often You Should Post to Facebook?

FacebookPostingFrequency

So you want to know how often to post to your Facebook Page… So, does everyone else.
In fact, this is the number one question I get asked about business Facebook Pages.

Before we dig into the answer (and why it’s not so cut and dried) let’s look at why this is such a big question.

Why the Heck Does it Matter How Many Times I Post Per Day on my business Facebook Page?!

Did you know the number of times you post per day could be limiting the number of people who see those posts? It’s true.

The reason?

Facebook is ruled by this super-complicated algorithm. Now, no one really knows (except for the people at Facebook) how exactly this algorithm works. But we do know a few things. We know that Facebook calculates the importance, popularity, share-ability, spaminess, etc. of each post that is published. These numbers get modified the longer a post lives.

Now for each of these posts, there’s also another calculation going on. That calculation is based on each user’s preferences. It is highly based on whether a person has liked your page or whether their friend has. Whether they have interacted with any of your content and how often, or the same for their friends. It also depends on how many Facebook Pages they’ve liked, how many friends they have, what else they’ve interacted with in their news feed, how often they interact with the people and/or pages who posted those other stories, and a ton of other factors.

This other calculation is the most important, because it determines which posts show up in a person’s news feed.

As you can see, it gets very complicated very fast.

So what does this have to do with how many times you should be posting to Facebook?

The number of times you post per day is also included in that other calculation.

If you post too little, your posts will eventually be shown less. So, you’d think the opposite would cause your posts to show up more, right? Unfortunately, that is not always true. In fact, you can post too much to Facebook, sending them the signal that you’re “spamming” your followers even if that was never your intention.

So how often should you be posting to your business Facebook Page?

A Case Study: How Often Should You Post to Your Facebook Page?

Ready for a definitive answer? A real solid number you can point to and say “I did that, now what are my results?”. I thought so.

Buffer, an amazing social media scheduling app, has put together some research and a great blog post on how often you should post to social media.

There’s even a great infographic from SumAll (shown below) that lays it out for you.

How Often to Post to Social Media

Infographic via: https://blog.bufferapp.com/how-often-post-social-media

Remember, Your Number May be Different

Now, this isn’t a truly definitive answer. The number of times you should post to get the maximum amount of interaction (what’s called the “sweet spot”) may be different than the number above.

What this is, however, is a starting place. Give it a try, you’ll never know if it works for you unless you do.

Tutorial: Get More Facebook Likes by Adding a Facebook Like Button to Your Website

One of the easiest ways to get more Facebook Likes for your Facebook Page, is to add the Facebook Like button (targeted at your Facebook Page) to your website.

This is a simple and often overlooked tactic which could result in more Likes for your Page. Why does it work?

Consider these two scenarios.

In the first one, a visitor to your website sees the Facebook icon and is enticed to click it. Once they click it, though, they have to actually go to your Facebook Page in order to “Like” it.

In the second one, a visitor to your website sees the Like button and is, also, enticed to click it. Once they do, that Like is immediately translated to your Facebook Page.

It’s so much easier for a person if they only have to click once. Anytime you can make a conversion easier on the consumer, the more likely they are to do it.

How Do You Get the “Magic” Facebook Like Button?

First of all, how does it work like magic? The Facebook Like button works auto-magically with one click as long as that person is logged into Facebook. These days, who isn’t? Honestly, I can’t remember the last time I logged out of Facebook. And I would bet my right arm that you can’t either.

Facebook makes it easy for you to get this code to install on your website. To get started go to: https://developers.facebook.com/docs/plugins/like-button

As you can see from the screenshot below, there are some options that you can choose to enhance the Like button. But they need to be weighed against how much space the button takes up. For example the first set of options makes the button (and all its attributes) really big. The space you want to put it in may not be big enough to hold everything, and it will cut part of it off. All of the attributes are optional, except for your Facebook Page URL.

Facebook Like Button

A Quick Note: The “Width” option will not increase the size of the Facebook Like button (which is quite small). Instead the width controls the overall width of the Like button element. For instance, in the example above, the Like button element area covers the Facebook Like Button, the Facebook Share button, and the words describing the number of likes. So, increasing the width would only increase the space around the entire button set.

The screenshot below shows my Facebook Page address (or URL) in the text box below “URL to Like”. To find your Facebook Page URL, go to your Facebook Page and copy and paste what’s in the address bar into the top-left box (as shown below). That’s step one.

Facebook Like Button Address

The next step is to decide what you want the overall button to look like. I’ve already talked about how the default set of options gives users a lot more information, but makes the button much bigger in size. I’ll explain that extra information, and go through the rest of the options, with screenshots below.

The first set shows the like button in the “Standard Layout” which adds the additional information of the person’s friends (the name here has been covered up for privacy reasons) who Like the Page. This is great for showing “social proof”, which can help your Page seem more Likeable, especially if you have a lot of Likes already. If you have a smaller number of likes though, I’d suggest going with one of the other options. You can also see below that there is an extra button (the share button) and that there are faces shown in the screenshot below. Most of these have been covered up to protect the privacy of people, but I left my own mugshot there, so you can see an example of what they will look like.

Facebok Like Button Standard Layout With Share Button and Faces

If you uncheck the “Show Friends’ Faces” option, it makes the button are look cleaner. This option works well for those who don’t want the added space the “faces” take up and for those who don’t necessarily care about social proof.

Facebook Like Button Standard Layout With Share And Without Faces

You can, of course, disable the share button. Since you’re trying to get people to Like your Facebook Page, adding a Share button only confuses the issue.

Facebook Like Button Standard Layout Without Share Or Faces

The next layout type is the “box_count”. This displays the Like button with a Like count over it, and everything is stacked on top of each other in a, you guessed it, “box” configuration. This layout, and in fact, the rest of the layouts do not show faces. So, if social proof is important to you, go with the standard layout or the Like Box (which I’ll cover later). This option works for those site designs where a more square or vertical section is available to place the button in. It’s also good for those who want to still show off the number of likes they have.

Facebook Like Button BoxCount Layout Share and Without Faces

Since the box count does not come with the option to show faces (even if you check it), the only other option here is to take away the Share button. This makes the button into a nice compact design that could fit almost anywhere.

Facebook Like Button Box Count Layout Without Share

The next layout type is the Button Count. This layout is much like the box count layout, except that the number of likes is on the side instead of on top. This makes this button much more suited to a horizontal space.

Facebook Like Button Button Count Layout With Share

Of course, once you take the Share button away it will fit into an even smaller space. Again, this type of layout with the number of Likes showing appeals to those who want to use social proof to encourage more Likes.

Facebook Like Button Button Count Layout Without Share

The last layout type is the simplest. That’s probably why it’s called the Simple Button layout. It is not only the smallest, but it’s also a great option for those Pages which have a smaller number of Likes, and don’t want to advertise that fact. This button, too, can be combined with the Share button, if you like.

Facebook Like Button Simple Layout With Share

 

The version without the Share button is tiny, minuscule even. This means you don’t have to worry about where the button will fit.

Facebook Like Button Simple Layout Without Share

Warning: Code Ahead!

A quick warning: this next section involves some html no-how. If you don’t know what you’re doing, forward this article on to your web developer or admin and have that person complete these steps.

Now that you know which button types are available, take a moment to choose which is right for your site.  Then, click on “Get Code”. You should see a box like the one below pop up. As you can see, there are 4 options for the code. I bet you thought you were done with options! We are almost done, I promise. 😉

The first three options require a little bit more work to install them and give you some more options for how much information you get when someone presses the Facebook Like button from your website. However, they are not necessary, in most cases.

Facebook Like Button Code Page

The easiest code type to use, and the one that will not bog down your site is the “URL” type. Which is just as it sounds, it installs a URL, which points directly to your Facebook Page, but has the added benefit of allowing someone to Like your Page with one click! Woot! Your next step here is to copy and paste the code into the html of your website where you want the button to appear. Again, if you don’t know what you’re doing get someone knowledgeable to handle it for you.

Facebok Like Button URL Code

Alternatives to the Facebook Code

There are some alternatives to just grabbing the code off Facebook. If your website is on WordPress, then there’s several options in the form of “plugins” you can install with no programming knowledge. I won’t detail all the options here. Just make sure to check out the number of stars each of these plugins has, check out some of the reviews, and make sure it’s compatible with your version of wordpress before you install.

There are also plugins for drupal, joomla, wixia, and other website builders or (content management systems). Just use Google to search for them.

Whether you choose to grab the code from Facebook, or use a plugin, installing the Facebook Like button is just one way that you can increase your Facebook Page Likes.

Likes Are Just the Beginning

Remember, though, that Facebook Likes are only the first step in the journey. It’s great to say that you have 1,000, 10,000, or whatever number of Likes, but it’s not your end game. Those Likes represent real people who (hopefully) want to buy from you. Even if they don’t want to buy from you, they have indicated that they’re interested in your business in some way. Now it’s your turn to give something back to them. Give them a reason to read your posts, and keep them coming back for more. This is the way that you start cultivating relationships online that lead to sales.

Buying Facebook Likes Doesn’t Buy Engagement or Sales

I know you’ve seen the ads, or even just hBuying Facebook Likes Doesn't Buy Engagement Or Saleseard about “buying Likes”. At first it sounds like a good idea, especially if you’re having a hard time building those fans. Why not plunk down $25, $50, maybe even $200 if it will get you a bunch more fans all of a sudden? Wouldn’t that mean that more people are willing to Like your page, because they see that a lot of other people already Like you? While this is certainly true, the cost of buying those Likes goes way beyond the initial payment you made. Let me tell you a story as an example.

When I went out on my own for the first time it took me a while before I got an actual “social media management” client. I had taken other jobs, but no one wanted to pay me the money to manage their posting and engagement. This type of work requires a high-level of trust. Even though, I had four years experience doing this for multiple companies, I hadn’t been networking long enough to convince someone to take this over. Finally, though, I landed my first client. We talked over strategy and what types of posts I’d be running, as well as ideas on how the business could help to supply some of that content, since they were out doing the job every day. We agreed on a number of posts per month and the type of content that would run. I was stoked. After so long pitching and not getting anything, the actual “strategy session” was a breeze.

So, off I went. Like a good little social media manager, I grabbed content from other sites and their own, mixing it together in the right combination like a wizard mixing a potion. Then I scheduled the posts and waited for the engagement to happen. I wasn’t worried about the engagement. After all, I could see how many Likes they had. From my previous experience, I knew that this was a very good number for engagement. I also knew that it might take a little time for the engagement to pick back up since they hadn’t posted in a while. I checked the Page everyday and all I heard was crickets. There were a few Likes here and there, and even a comment, but nothing like what I expected. At the end of the month, I reported the stats and mentioned in my report that it would take a little time for the engagement to pick back up.

During the second month, the same thing happened. We got a bit more engagement, but, again, it was not what I expected. I also checked the reach of the posts and noticed that it was much lower than I anticipated. My second month’s report looked pretty much the same as the first. The business owner didn’t say anything. For the third month’s content I really dug into what was getting the most engagement, and when it was getting the most engagement, and tried to recreate that. Again, though, the same thing happened. I was devastated. This had never happened before. I had always been able to create content that people responded to and build on that.

So, before I delivered my third month’s report, I asked the business owner if we could meet. When we sat down I explained the problem to him. I outlined what had happened and why it was such a weird issue. Then I asked the question, “Did you pay for some of your Likes in the past?”

The owner paused for a second and said, “Yes, is that bad?”

Why Buying Likes Doesn’t Buy Engagement or Sales

Those Likes that you buy are sold by companies who do two different things: they create bots that act like real humans which create Facebook accounts and then Like pages, or they are actual human beings that are paid to click Like. Oftentimes these Likes come from countries such as Indonesia. If you’re a small business owner in the Midwest who only has a brick and mortar location and no online store, are people from that country really interested in what you sell?

Don’t be fooled by the ones who say that they are selling you “real Likes”. Even if a human is clicking Like on your business page, it doesn’t mean that they are interested in your product. Be smart, and get Likes that will become part of your customer base.

And the last reason that buying likes is bad for your business, is that many of these likes will never engage with your Page, so you’re getting nothing out of them. How does it look if someone comes to your Page, sees you have 1,000 likes, but only a few likes, comments, and shares on your posts over the last month? Seems pretty weird, huh?

Is there a Way to Legitimately Buy Likes?

Yes, there is. Facebook has a specific ad type that aids you in getting more Likes for your Page. If you know what you’re doing with the targeting you can even target those people who are going to be more interested in your product or service. This is one of the best ways to “buy” Likes. Don’t, however, buy them off some guy on Fiverr or another site that is promising x number of Likes. Those sites are likely using Like Farms to get you those Likes.

What About Other Ways to Get Facebook Likes?

There’s a ton, actually. You can install a Like button on your website where visitors can Like your Facebook Page without ever leaving. You can invite your friends and business colleagues to Like your Page. You can, even, promote your Page on your business cards or other print marketing pieces. Here are 20 more ways you can legitimately get Facebook Likes.

The bottom line: don’t be tempted to build your Facebook Page by buying Likes. You are only hurting yourself in the long run, especially if you want to get more out of it (like sales).

Facebook Newsfeed Update: Posts Get More Timely

FacebookNewsfeedUpdate-StoriesGetMoreTimelyFacebook has updated its newsfeed again. But this time, it’s looking at posts in your newsfeed in a different way. Most of Facebook’s newsfeed updates revolve around what type of content shows up there. This time, however, Facebook is focusing on the timing of that content. Here’s an example. Let’s say that one of your friends graduates. They post their obligatory parent/graduate picture. It gets a ton of likes, comments, and shares within the first couple of hours. It might continue to get more engagement throughout the day and into the next. Sometimes, the engagement goes a little further, but not much. This particular post was very popular in and shortly after that moment, but not really later on. In other words, the timeliness of user’s behavior is starting to factor into how often and when Facebook shows posts in your newsfeed.

Trending Topics and What This Could Mean For Your Business

This “trending topics” update could also be good for businesses as well. Though I am (mostly) against “newsjacking”, that’s when a person or a business reports or comments on a story that has already broken, for the sake of putting out content, it has proven to generate traffic (and sometimes leads) if it’s related to your business. What could this change mean for your business on Facebook, though? If you post about something that is getting a lot of engagement right now, you could give your Facebook Page a temporary “boost”. This could be good news for those that are looking to increase the reach of their Facebook Page.

Don’t Screw it Up!

Okay, marketers, I know we all like shiny new things. We love to hear about the latest ways we can squeeze just a little bit more out of something than we could before. And there’s nothing wrong with that. Just remember that this is not meant to be used all the time. You may get more eyeballs on your content, but it might not be the right eyeballs. Your goal isn’t to always increase the Reach of your Facebook Page, but to always increase the engagement of those people who really care about your business.

Tweet This: You may get more eyeballs on your content, but it might not be the right eyeballs

As a marketer you have the power to connect people with your brand in ways they wouldn’t have before. Use your power responsibly, and you’ll be more effective at your job.

Here’s How I Would Use It

First of all, this blog post is about a trending topic. So it’s likely to get more views because it’s about a recent news story. It’s also about a Facebook newsfeed change, which tends to throw marketers and social media managers into a frenzy. However, it is also very much apart of my brand and my target audience. Since I’m trying to reach marketers and social media managers with my content, it’s likely to be seen by those people. Remember this rule when you’re using this tactic on your own Facebook Page.

20 Questions You Must Answer to Make your Next Facebook Contest a Success!

Contests are one of those marketing endeavors that can take a lot of work. There are several details that you need to get sorted out before you can even launch your contest! I’ve found that the easiest way to get all these details sorted out is to form them into questions, and then answer them. By doing that, you’ll have a clear picture of what you need to know and how that information impacts the success of your contest.

Below are 20 of the top questions I ask when planning a contest. There are more than this, and sometimes even more sub-questions that popup once you start answering these questions. But these 20 questions will get you started.

To make the list easier to digest, I’ve broken them up into four different sections.

Planning Phase

As they say “if you fail to plan, then plan to fail”! This is even more true for a contest, where you will (hopefully) have lots of people that you’re interacting with. Not figuring out a detail now can cause lots of stress and mean comments later.

  1. What is the start date?

Obviously you need to know this so you know when to launch your contest. But not knowing this can lead to confusion for anyone who wants to enter the contest and can cause problems with your marketing.

  1. What is the end date?

Again, another obvious question, but  it is important to get this information down before you start your contest.

  1. Will there be any restrictions on who can enter?

This question is a little bit more advanced. If you’re dealing with a brick and mortar business that has only one or a few local locations, you’ll want to make sure that people understand if they can enter or not. Also, if you’re awarding a prize that is meant for a certain age-group, you’ll want to restrict the age of the person who enters by putting it in your official rules and maybe even adding a box on your form that people can enter their age into. A little note on the age restriction. Most states only allow people 18 years and older to enter a contest. So, if your prize is meant for a younger crowd, you’ll want to make sure that parents know they should enter on their child’s behalf.

  1. What does someone need to do to enter?

Most states also have rules governing what someone has to do to enter so that your contest is not in violation. For instance, you’ll want to find out if someone needs to do more than just give you their email address to enter. If so, then you need to build that requirement into your contest. Keep in mind, though, that the more you ask someone to do to enter, the less likely they are to enter.

  1. What are the contest rules for the states I’m running my contest in?

And speaking of rules, if you are running a contest in multiple states (even if it’s online) or a national contest, you really want to know which states are going to give you the most trouble with their requirements. Some states have fairly lax rules regarding contests while others are very strict. You might even consider making residents from those trouble states not eligible for entry.

  1. What is the prize?

This question, too, may seem like it deserves a “duh” answer, but choosing the correct prize can influence the success of your contest. A prize that’s worth little will not motivate people to enter. A prize that has nothing to do with your business might not create the brand recognition you’re looking to achieve. And a prize that you have to pay for on your own (as opposed to partnering with another business who’s offering part or all of the prize) and you have a lot more up-front cost added to your contest.

  1. When are you awarding the prize?

Knowing when you’re awarding the prize is good to know, especially if it will take you a while to go through the results of the contest. You will want to build some padding into your award date to make sure that you have time to go through the results. This is especially true if your contest is a content-submission contest where people submit photos, videos, or other types of content.

  1. How are you awarding the prize?

This question ties in with what you are awarding. If it’s a physical product are you going to ship it or will the winner pick it up at your location or somewhere else? How will you send it to them if it’s a digital product or will you need to setup a download link if it’s a very large piece of digital content?

  1. How will you contact the winner?

You need to know the answer to this question because you will want to ask for that information on your contest form and make it a requirement in order to enter the contest. If you don’t, you’ll be left with no way to really contact the winner.

Marketing Phase

Once you have all the main details for your contest sorted out, you will need to tackle the marketing side. Below are the most important questions to ask to put together a good marketing plan.

  1. What are your marketing assets?

Your marketing assets include more than just your website. It can include printed pieces such as flyers, tv or radio spots, social media sites, your cashiers or sales people, any pay per click ads you run, and any other thing that you use to communicate with the public. All of these need to go on a list of your marketing assets and then you need to plan how to use that asset to promote your contest. Each asset will have it’s own strengths and weaknesses in communication, so you will want to note those as well. For instance, a website is a really great place to put a link directly to your contest page, but a radio ad is not.

  1. Do you have other companies, websites, or social media sites that will help promote this?

I love this question because it is one of those questions that people often overlook. You probably partner with other businesses on fundraisers and other events. But did you ever consider asking them to help promote your contest? Some companies will not be willing to do it unless you sweeten the pot with a similar offer to them, or unless you’re giving away one of their prizes. Still, partnering with another company or website can help you to extend your reach beyond what you can do on your own.

  1. When will you start marketing?

The date you start marketing your contest will most likely not be the date that you will launch your contest. You can use your website, social media sites, and even your email and text marketing lists to drop hints and tease about what your giving away and when the contest will start. This creates anticipation in your audience that will make them want to watch for more updates.

  1. How often will you market?

You need to know, also, how often you will use your marketing assets to put your marketing messages out. In the world of newspapers, radios, and tv ads this will affect your budget. In the digital world, it could affect how well your audience responds to the contest. Social media sites present the biggest chance to annoy your audience. If you post too much about your contest on Facebook, for example, you can receive nasty comments and your fans may even unlike your Page. But if you don’t post enough, you won’t get as many entries. So, experimenting with your posting can help determine the frequency you need to post on social media sites.

  1. Will you need any graphics made?

Contests don’t market themselves. In order to get the word out, you might need to hire a graphic designer to create flyers, a poster, your web graphics, or even your contest page. Keep this in mind when you’re planning your marketing, so you can allocate time and money to the project.

  1. Who is responsible for overseeing the marketing?

If you already have a marketing manager, then this question is pretty simple to answer. But if you don’t, then you’ll want to choose someone who is detail-oriented and organized.

  1. Who is responsible for executing the marketing?

In addition to someone who is making sure that all the moving parts are in place, you want to make sure that you have someone who knows how to actually get your marketing out there, such as posting flyers in your store location, getting the graphics up on your website, and posting to Facebook. This person may or may not be the same person who is overseeing the marketing.

Contest Phase

The contest phase can seem like it doesn’t need a lot of attention. But it is during this phase when you need to be extra vigilant. If something goes wrong with your contest (and believe me it can) you’ll want to make sure that you (or whoever is running the contest) are not out of touch.

  1. Who will watch and answer questions and comments?

The first question you want to answer is who will watch and answer questions and comments. This person may need to work after hours in order to answer these questions or comments so make sure that this is communicated.

  1. How will you handle bugs and issues that pop-up?

I have run a ton of Facebook contests and there were only a few that went off without a hitch. Sometimes the problem was tiny and didn’t really interrupt the contest, while other times, we needed to revamp the contest on the fly. Since we’re talking about running a contest in the digital space, your problems could range

After the Contest Phase

After the contest, can also seem like a time when you don’t need to do much work to make your contest a success. After all, it’s over, right? Not quite. You can harness the lingering excitement that happens during that time period after you finish a contest. Check out these last two questions to answer to find out how.

  1. How will you say “Congratulations” to the winner?

This question is related to the above question about how you will contact the winner. However, it is more about how you will capture the “congratulations” moment. That’s an important moment to the winner, and could also be an important moment to share with your fans and your customers. When you have the chance, try to get the winner to come in and accept the prize so that you can get a picture of that person accepting the prize. Don’t forget to post that picture to your Facebook Page, other social media sites, and somewhere in your location.

  1. Can you use any information or content in your future marketing?

The last question to ask is can you use any of the information that you’ve obtained from the contest in your future marketing. Some of the basic customer information you’ve captured can be used in your marketing. You do have to be careful about any emails or cell phone numbers you’ve captured, though. There’s some very strict rules about whether you can use them in future marketing. Make sure you know the rules before you ask for and use this information. If you’ve also asked people to submit pictures, videos, or other content, you might want to use these in your future marketing. However, you’ll want to make sure you get someone’s permission to use the content. Sometimes this can be as easy as adding that permission release into your official rules.

To make your contest a success, just ask 20 questions!

1 Quick Tip to Boost Your Facebook Page Visiblity

There are a few things you need to do: start promoting your Facebook Page and posting to your Facebook Page. But before you do that, you need to make sure it’s setup correctly. One of the areas that I see a lot of businesses missing in the Facebook Page setup process is setting up their vanity url (or Facebook Page Username).

The Problem

First, let’s look at the problem. Here’s an example of a Facebook Page address before you claim your username.

Facebook.com/pages/Your-Business-Name/181041651064

Looks pretty terrible, doesn’t it?

Now, let’s look at a Facebook Vanity Url.

Facebook.com/YourBusinessName

As you can see, this is much easier to read.

Why is this so important?

Well, first of all, it will help with your Search Engine Optimization. Not only will Google be able to read it better, but also Facebook’s search. It’s also easier for your customers to type. And finally, it looks much better on print.

The Solution

This is actually one of the easiest and quick fixes you can do to boost the visibility of your Facebook Page. Check out the tutorial below to find out how you can claim your Facebook Vanity Url.

Optimize Your Facebook Business Page Description: An Excerpt from “31 Days to An Awesome Facebook Page”

Some of you may know that I am working on a book “31 Days to An Awesome Facebook Page”. I’ve been making progress, although it’s been slow. Last week I completely rewrote a page of the book because of an email conversation I was having. I won’t show you the old version, since I think it’s pretty terrible. But I will show you what I rewrote. I think it does a much better job of explaining the importance of the Facebook Page description and what you should accomplish with it. I’d like to get your opinion, though. If you think something should be added or taken out, let me know in the comments at the end of this blog post.

None of the text below has been edited. I wrote it on the fly, so please excuse any typos, misspellings, etc. Also, please note that this may not be the final version which will appear in the book. 

How important is your Facebook Page description? While I can’t tell you how many people will read it, I can tell you that it might be the deciding factor in whether someone Likes your page or even decides to do business with your company. A description of your company will not only tell your customers why they should Like your Page (don’t forget your compelling reason here) but it will also answer the question “Why should I care?” Your Facebook Page description can also aid you in being found when customers search for your services. So, optimizing it for this is a good idea.

Action for Today: Rewrite Your Facebook Page Description According To The Steps Below.

 So how do you write a Facebook Page description? The first thing you need to do is grab any “about” language you already have. This can usually be found on your home or about us page on your website.

Using your website “about us” or home page blurb is a good place to start for your Facebook Page description. However, most of these are filled with stiff, formal writing and take way too long to tell what your services actually are. They also, might not include all your services. If you have some text you can work with, then grab that and put it in your favorite word processing program. Read through it, speaking it out loud. Put yourself in your customer’s or potential customer’s shoes. Does it sound like something that would explain clearly, and in a conversational tone what you do? If not, then your job is to make it sound that way. This could take a while, so strap in.

Stiff Formal Language to Look For

  • Using the name of your business instead of “we” or “us”. It’s okay to use it a couple of times. After all, this helps with search engines. Just don’t always refer to yourself in the third person er…business.

  • Using big fancy words, industry language, or lengthy explanations to explain what you do. Just tell them what you do in the quickest and most concise way possible. Bad example: Team 3 Media uses superior tools and state-of-the-art technology to build innovative websites that position you as an industry leader. The only good that can be rescued from this sentence is that we build websites. However, we could have used less and better words to describe what we do. Good example: Want a website that fits your brand personality and moves you closer to your marketing goals? We can help you with that. Check out some of the work we’ve done… Also don’t use words like innovative or industry-leader. Although, there’s nothing wrong with tooting your own horn, it’s bad form to say that about yourself. If someone else has said it and posted it online, then link to it. A description like this always sounds better if it comes from someone else, and it’s more believeable.

  • Don’t tell, show. Another thing that can be learned from the bad example above is that it tells you what we do, but doesn’t really show you. Adding pictures to your Facebook description is out of the question. However, you can add links back to your website, or even a custom Facebook tab to show examples. Let the quality of your work speak for itself.

What Your Description Should Do

 Answer these questions for your customers.

  • Who are you? What makes you unique?

  • Where are you? Do you only do business locally, or are you available to work remotely?

  • What do you do?

  • How are you doing it? Do you use any tools to make you more efficient? Do you have knowledge that could make a difference in the service you provide? Do you look at a problem in a different way from others in your industry?

  • When did you start? Have you been working in this area for a while, and if not what sets you apart from your more experienced competition?

You get bonus points if you can answer these questions in story-form, especially if you’ve got a good one. Did your frustration with badly written web copy drive you to create a course to teach people to write better web copy? Then tell your customers that. It’s way more intimate and enlightening than just saying “I write good. Come take my ecourse on writing.”

 You can also provide an answer for the pain point you sooth, or the need you fill. What do they get out of it? Will their new website provide them with more traffic, make it easier for their customers to find the answers they need, and generate more sales for their company? Then make sure that goes in your description.

 Use Bullet Points, Headlines, and Lots of Paraghaphs

Don’t be afraid to use bullets, headlines, and lots of paragraphs to break the description up. This makes your description easier to read.

NOTE: the headlines will not come across as being bigger (or underlined or bolded) in your Facebook description but it will create some much-needed space that makes your description easier to read.

If you use Word to write your description, your bullet points will come across just fine. Though you may need to go back in and add an extra line between the paragraph before the bullet points. For some reason, copying and pasting from Word removes this.

Play Friendly With the Search Engines

If you are working towards search engine optimization, you have a unique opportunity to add in those keywords to your description. Be careful how many places you insert your keywords. You don’t want to stuff your description full of them. Not only is it bad for search engine optimization, but it’s also makes your description sound terrible!

While we’re on that subject, make sure that your description does not start to sound overly-formal or awkward when you add in the keywords. There’s a delicate balance between making your description readable and making sure the search engines like it.

Put Your Website Link Or Other Important Contact Info Within the First Couple of Lines

Do this only if you don’t have a brick-and-mortar location or you do most of your business from your website. By inserting a link or email address into the first part of your description, you’ll ensure that it appears (and is clickable) just below the cover photo on your Facebook Page.

Tips To Design Your Facebook Call To Action Cover Photo

Update: Facebook has done away with the 20% text rule for Cover Photos. You do still have to be careful if you’re running ads in the newsfeed though. If you are, then you’ll still want to be within the 20% text rule, as it might still apply.


 

Facebook has once again made a change to the guidelines for cover photos on your Facebook Page. When Facebook first launched the “Timeline” design for Pages, they decided to make it against the rules to put a “Call to Action” on the cover photo. This was a huge disappointment for a lot of businesses, because a cover photo is prime real estate that can be used to guide your followers to take an action on your Page, such as clicking on a custom tab, Facebook contest, or even getting them to call you. Marketers and businesses were forced to get clever with their “call to action” designs or they designed cover photos for branding purposes only. Now, Facebook has changed the rules again. You can not only put a call to action (such as an arrow with the words “click below to enter our contest”) but you can also add your contact information. Not allowing contact information on a cover photo was also a rule Facebook had.

Awesome! What Kind of Call to Action is Good for a Facebook Cover Photo?

Focus on what you want to promote. Are you running a Facebook or other contest? Are you having a sale? Do you have a newsletter sign up page or other custom app you would like to promote? Honestly, the options are endless here. It all comes down to making a decision and then getting the cover photo designed so that it looks great and your call to action will stand out!

But! There’s Always a But!

However, this change to the Faceboook Cover Photo guidelines also comes on the heels of their earlier change: covers may not include images with more than 20% text. This is a direct quote from their guidelines. So what does this mean? Basically, you can add your contact information and any calls to action you want, but you need to make sure that the information covers 20% or less of your image. For those of you without math or design backgrounds, that’s 1/5 of your photo or less.

What Happens If My Text Covers More Of My Cover Photo?

Good question. If you don’t run any ads on Facebook, the most that can happen, is that Facebook will remove your cover photo. At that point you can have it redesigned and reuploaded. But, if you are running ads on Facebook, you’ll want to make sure that your cover photo plays by the rules. Facebook reviews the ads that businesses make, so the chances of you getting it past the moderators is slim to none. Also, who wants to redesign something in the middle of a campaign (especially if that campaign has a time-limit on it)?

Here’s a great resource that mirrors what Facebook uses to check a cover photo against their guidelines. All you need to do is upload your photo and then click the boxes where the text appears (make sure you click a box even if there’s a tiny bit of text in it). If your text appears in 5 boxes or less, you should be in the clear. If the text appears in more than 5 boxes, you’ll need to adjust the text.

We used this free resource to check a cover photo we designed very recently for a client who wanted to promote signing up to their newsletter. As you can see (in the screenshots below) it has a nice call-to-action near the bottom promoting the newsletter signup. The first picture is a screenshot of us checking the cover photo with the tool and finding out that the text covered too much of the photo. The second picture is a screenshot of us rechecking the cover photo and finding out that it’s now in the clear.

Cover Photo Not Within Parameters

Facebook Cover Photo

Cover Photo Within Parameters

Facebook Cover Photo

And Finally!

So, for those of you who want to save a little time, I have a nice resource for you! We created a Photoshop file based on the grid that you see in the online resource. If you use Photoshop, all you need to do is open it up and hide everything except the “Facebook Guides” group. We do also have the guides setup correctly in the file, if you like to use those. Hopefully this resource will save you even more time in determining whether your Cover Photos fit within the 20% rule. You can download this resource by putting in your email address below.

Download this free Photoshop template by filling out the form to the right.

Download this free Photoshop template by filling out the form to the right.

Put in your email address to download the free resource. We hate spam too! We'll only email you if you say we can. 🙂

 

Facebook Changes Layout of Mobile iOS App

Get Your Cover Photos Ready for Mobile and Other Updates You Need to Do

via Practical Ecommerce
Facebook recently changed the Pages layout in its Apple iOS mobile app. The reason for the change, according to Facebook, is that roughly 50 percent of Page visits come from mobile devices…

Cassie Witt‘s insight:

Make sure you’re cover photos are ready for the mobile update. Android has been updated as well. 🙂

See the rest of the article on www.practicalecommerce.com