How to optimize your Facebook Page

Now that you’ve got the basics of how to set up a Facebook Business Page in place, it’s time to think about ways to optimize your Page to maximize engagement and meet your Facebook marketing goals.

Add a call to action

There are hundreds of reasons why people visit your page, and you may not be able to provide them with all the information they need right on your Page. But you can provide them with a way to get it by setting up a call-to-action (CTA) button.

Facebook’s built-in CTA button makes it virtually frictionless to give the consumer what they’re looking for, including allowing them to engage with your business in real life.

By default, Facebook adds a Send Message button, encouraging visitors to contact you through Facebook Messenger. But you can change this to allow visitors to learn more about your business, shop, download your app, or book an appointment.

To customize your CTA, hover your mouse over the Send Message button on your Facebook Page, then select Edit Button. Choose the type of button you want, then select the specific message to appear on the button. When you’re happy with your choice, click Next.

Depending on the button you chose, you may be asked to select some additional options. When you’re ready, click Finish and your call-to-action button will go live.

Add a pinned post

A pinned post sits at the top of your Facebook Page, just under your cover image, so it’s a great place to put an attention-grabbing item that will draw your visitors in and make them want to stick around.

Start by writing a normal post, or scrolling down your feed to find an existing post you want to pin to the top of your Page. Click the three dots on the top right of the post, then click Pin to Top of Page.

Once you’ve pinned the post, you’ll see a blue thumbtack icon in the top right corner.

Make the most of tabs

Tabs appear on the left-hand side of your Facebook Page, and include standard options such as the About section and photos. You can take your Page to the next level by adding other tabs and apps that enhance the user experience.

Like other Pages

Since Facebook is, after all, a social network, it’s a good idea to use your Page to build a community for your business rather than viewing it as simply an extension of your online presence. One way to build community is to feature other Pages that are relevant to your business but not competitors.

Review your settings

Your Facebook Page settings allow you to get into some pretty fine details about who can administer the page, where the page is visible, words banned from the page, and so on. You can also see how fans are interacting with your Page, including who has favorited it, and so much more.

Take a few minutes to go through each setting and make sure that it’s optimized for how you want to manage the Page and how you want your audience to interact with you.

To access your settings, just click Settings at the top right of your Facebook Page.

It’s important to check your settings regularly, as your preferences and requirements may change as your business—and social following—grows.

Learn from Page Insights

The more information you have about your audience, the more content you can create to satisfy their needs. Facebook’s Page Insights makes it easy to gather data about how your fans are interacting with your Page and the content you share.

Marketing with you Facebook page

Find The Right Content Mix For Your Audience

It’s important to choose the right mix of content and post it in the right order. In other words, you want to post the right content to the right audience at the right time.

Get To Know Your Facebook Insights Inside And Out

Test your content often. Dig into your Facebook Insights like crazy. Get to know each page of your Insights inside and out..

Use Visual Marketing As Eye Candy To Stand Out In The News Feed

As a sophisticated marketer, you already know the power of using photos on Facebook. Facebook posts with images get 2.3 times more engagement than those without images.

There are so many ways to use visual marketing to grow your Facebook page:

• Create branded quote images.
• Pull tips from your blog posts and put them on images.
• Use powerful imagery to develop thought leadership in your niche.
• Use visual marketing as eye candy to stand out in the news feed.

Show People You’re Listening And Paying Attention

Nobody wants to go to a Facebook page, leave a comment, and then hear crickets. Instead, they want to feel special!

Real people want to connect with other real people. They want to know you’re approachable. Most of all, they want to know you’re paying attention to your page.

Once they know you’re listening, they’ll be more likely to visit your page and engage with your content again.

When someone takes the time to interact with your page, acknowledge it. Even if all you do is “like” their comment, you’ve still acknowledged it.

Recycle Your Evergreen Content

If you’re trying to increase your Facebook organic reach, this is important!

Evergreen content is the content you create that never gets old. In insights you get to see the reports for all your posts.

Be Strategic About Your Posting Times

There are lots of opinions about the best posting times on Facebook.

The way we see it at Post Planner, nobody knows the best times to post on your page except you. You are the only one with access to your Insights.

Posting at the right time can mean the difference between going viral and not being noticed at all.

Plan Your Content In Advance

If your audience loses interest in your page, you’ll lose your ability to increase your Facebook organic reach.

That’s why it’s so important to plan your content in advance. If you plan and schedule your content ahead of time, you can be more strategic about each piece of content you post.

Consider Posting More Than You’re Posting Now

Case study shows that a page grow 193% in 2015. 99% of that growth was organic.

But even more interesting was learning that 65% of that growth was from October–December.

What did they change during those last three months of 2015? They increased their posting frequency by 29%.

Post Audience-Tested Content

Anytime you can post audience-tested (proven) content on Facebook, you’ll be setting yourself up for success.

If a piece of content has already been successful on Facebook, then chances are, it will be successful again.

Tools like Post Discover can help you to look for the popular or  audience-tested content to download and post again.