facebook pages

The Only Checklist You Need for a Winning Facebook Page

Last Updated: August 10, 2017

Sick of hearing about how important Facebook is for your local business? Sorry, but you’ll have to get used to it! We can’t stop talking about Facebook—that’s how critical it is to your overall web presence. With more than 2 billion active monthly users, Facebook is indispensable.

However, in all our talk of how important a Facebook page is, we also need to explain what an effective Facebook page looks like. To that end, we put together a handy checklist of what you need on your page. This will attract the right attention, highlight your best attributes, and convince new customers to give you a chance.

Ready to start building your local business’s Facebook page? Let’s go!

1. Bare Necessities

Here’s what you absolutely must have on your Facebook page:

Profile picture. Show off who you and your business are. Using a logo is best.
Cover photo. Be a little more creative with your cover photo to reflect your personality. A group photo with your whole team is a great choice.
Accurate business category. Choose “local business” if you have a brick-and-mortar storefront or office that people can physically visit. Choose “company” if you operate out of your home or aren’t open to the public.
- Accurate business subcategory. Choose a business type or description that best matches your company. Examples include “Pediatric Dentist,” “Massage Therapist,” “Appliance Repair Service,” and so on. Keep in mind, there may not be an exact, perfect match. However, there should be a subcategory that at least comes close.
Correct page name. Make sure the spelling, spacing, and punctuation exactly match how your business name looks elsewhere on the web.
Facebook web address. Create your own, custom address on Facebook’s domain. Ideally, it will be identical to your page name, minus the spaces. This makes it easy for people to find your page without having to use Facebook’s search bar.
Up-to-date contact information. You know the drill: add your phone number, street address, website URL, and email address so people know how to reach you.

2. Should-Haves

These Facebook page elements aren’t necessarily requirements, but you really ought to have them on your page:

Complete “About” section. There are several text boxes where you can write brief descriptions of your company, your mission statement, your products and/or services, and so on. Include keywords frequently so you’ll appear more often in related search results.
Call-to-action button. Add a button that will lead page visitors to take an action. You choose whether the action is to call you, email you, or visit your website. This makes visitors more likely to contact you, especially if they’re accessing your page on their phone or tablet.
Uploaded photos. People are visual creatures. If you can, upload pictures of your staff on the job, products you’ve made, before-and-after photos of projects you’ve completed, and so on. This reflects the people behind the company, and it also shows off your brag-worthy work.
Recent posts. People also want to see that you’re up to date and engaged with the world around you. They also love to see specials, discounts, sales, and upcoming events—all of which you should post about on your page.
Customer reviews. Get as many people to leave you reviews as you can. People put a lot of stock in online reviews. Reading feedback from past customers will verify they can trust you.

3. Features That Wow

These are a few, special frills that advanced Facebook users may wish to have on their local business pages to take them to the next level:

A badge that boasts your fast response time. Facebook only adds this badge after you establish an average response time to private messages within a couple of hours. Your page visitors will be impressed that you respond so promptly, and they’ll be more likely to contact you.
Engaging videos. If you want to take a step beyond photos, try uploading a few videos! Just make sure they’re brief (three minutes or less) and, most importantly, interesting. Use videos to highlight a special promo or to capture an impressive job you just completed.
Timeline “milestones.” Facebook’s “milestones” allow you to showcase significant dates and achievements. For example, let’s say you won a customer service award, hired a new team member, or were reviewed in a local paper. These are milestones you can add to your timeline. Why not brag a little about your success? It will definitely capture the attention of potential customers.
Facebook ads and boosted posts. These aren’t exactly page features, but they certainly improve your ability to engage with your audience. By creating ads or sponsoring posts, you’ll get in front of more people and spread awareness of your business. And reaching your desired audience is more than half the battle. You can learn more here: “Facebook Ads Are the Flexible, Affordable Tool You Need.”

This list is not exhaustive, either. As Facebook evolves to become more of a hub for local businesses, it continually rolls out new features and capabilities for business pages. Follow this blog or like us on Facebook to stay updated on any important developments!
Social media isn’t as easy as it looks. However, by completing the checklist outlined above, your local business’s Facebook page will be in great shape. Good luck out there!

Are You Doing Enough to Get Noticed on Facebook?

Last Updated: July 20, 2017

Today, Facebook essentially doubles as a business directory. It provides businesses with their own pages to display contact information, details about products and services, photos, and more. In this sense, Facebook pages aren’t much different from Google My Business listings. That’s why a growing number of people aren’t even using Google for local business searches anymore. Of course, Google is still dominating local searches, but Facebook is increasing in prominence.
Most small business owners like you are taking steps to be visible in search engine results. But what are you doing to make sure you get in front of consumers who never even make it to a search engine? What are you doing to get noticed on Facebook?
In this blog post, we’ll talk about why you can’t afford to ignore your audience on Facebook. Then, we’ll discuss some of the basic things you need to get in front of that audience. Let’s dive in!

Why You Can’t Forgo Facebook

Why isn’t a presence on Google enough? Because people are crowdsourcing their needs on social media, particularly on Facebook, like never before.
Think about it: The generation that came of age with social media is now the generation that makes up a large portion of first-time home buyers (the median age of first-time home buyers is 32). As they enter the world of homeownership, they’ve got a lot of questions. Whereas older generations might have called their parents or relatives for advice, the younger generation is turning to a space they’re more comfortable with—Facebook—to poll multiple friends simultaneously.
These days, it’s not uncommon to see Facebook posts like:

“Our water heater broke last night. Does anyone have a recommendation for a repairman?”
“Our dishwasher is clogged. Has anyone ever dealt with this before? Is it something we can fix ourselves?”
“Anyone know what might be causing our grass to keep turning brown? Should we call a landscaper?”
“Has anyone installed new windows recently? Ours need to be replaced and we’d love to get a quote.”

Beyond crowdsourcing, Facebook is simply the go-to platform for many members of this generation. Because they’ve been using Facebook for well over 10 years, it’s woven into the fabric of their daily lives. Virtually everyone they know has a Facebook profile. They expect businesses to have Facebook pages, too.
So, if lots of people are searching for topics related to your business right there on Facebook, and they expect you to have a Facebook page with all your info, why would you opt not to have one? Why not make it as easy as possible for them to find you? If you’re not on Facebook, they’ll likely find your competition, instead.

How to Make People Notice You on Facebook

Now that we’ve established how essential a Facebook page is for your business, let’s look at some ways you can get in front of the right people.
1. Flesh Out Your Page
Go through all the “About” sections on your Facebook page and fill out every detail you can. Make sure you include the correct phone number, street address, website URL, and business hours. Also, make certain your business category, i.e. what you do, is crystal clear from the moment someone lands on your page.
2. Don’t Forget About Photos
Include as many photos as possible! High-quality profile pictures, cover photos, and photos in your gallery are crucial in appealing to the visual nature of social media. Keep in mind, shared photos also perform better (reach more viewers) than written updates on your news feed. Overall, photos are a crucial avenue to get noticed on Facebook.

READ: “Why You Need High-Quality Images on Social Media to Build Trust”

3. Get Lots of Customer Reviews
People are constantly seeking social proof when considering a new place to visit or company to hire. Have other people used this company? Did they enjoy the experience? If people don’t see customer reviews on your page, they’ll assume you’re not particularly well known, which, in their minds, equates to you not being a reputable business. Therefore, you need to get as many customer reviews as you can.

READ: “How to Get More Customer Reviews Just by Asking for Them”

4. Boost Your Posts Regularly
With the way Facebook works for businesses these days, it’s difficult for your posts to reach a wide audience unless you pay to “boost” them. Sponsoring your posts is par for the course now. Doing so allows you to target your desired audience according to details like age, location, and interests. Then, Facebook gets your content in front of the right people.
Sharing an update without boosting it is like whispering into a noisy crowd. Boosting an update gives you the megaphone you need to rise above the constant din and get noticed on Facebook.
5. Engage With Your Audience
Facebook isn’t just about sharing your own updates. You also need to reply to people’s comments, like other people’s posts, and generally interact with your audience. This demonstrates to your page visitors that you’re active and involved and that you care about others.
6. Respond Quickly to Messages
Our last tip is very straightforward. When someone sends your business a private message on Facebook, respond ASAP. They’re probably asking you a question about your services, products, or business hours, and they require a prompt answer (or else they’ll move on to a competitor). Moreover, Facebook will actually do you a favor and let people know if you have a fast response rate. Next to the “Send message” option, your page will say, “Typically replies within an hour” or something similar. Facebook won’t display anything if you have a slow response rate, but you want to accrue these little selling points to make your business stand out.
Using these recommendations, you’ll sharply increase your chances of being discovered by local customers, even if they never search on Google. Good luck! And don’t hesitate to reach out if you have any questions.

Why You Need High-Quality Images on Social Media to Build Trust

Last Updated: February 15, 2024

It’s no secret you need photos and images to fill out your website. After all, who wants to look at a website that’s 100% text? This is one of the reasons we’re always asking our clients to send us pictures of their business. Whether they’re group shots of the whole staff, pictures of your storefront or office building, or photos of your company truck on various job sites, you need to populate your website with pictures so visitors are more likely to trust you.
However, pictures are equally important outside of your website. From Google Maps listings to Facebook pages, and all the business directories in-between, there are a whole host of places you need to display high-quality images of your business in order to attract customers.
You see, with the way local search operates these days, it’s not uncommon for people to find and call a local business without ever visiting their website. Often, they get all the information they need from Google, Facebook, or a directory like Yelp. Therefore, it’s critical to establish trust on all of these popular channels with an assortment of high-quality images.
So what kinds of images do you need on your directory listings and social media pages, and why? Keep reading to find out!

A Profile Picture Shows Customers You’re a Real Business

When someone does a local search and sees your company’s page or listing in the search results, one of the first things that jumps out is your profile picture. If you don’t have one, users are likely to look past your listing. Why? Because you won’t look as established or as credible as other businesses that have a professional-looking photo next to their names.
When people are searching the web for local businesses, they’re essentially searching for a company they feel they can trust. As we all know, the Internet has a scam or rip-off around every corner; people are rightfully wary. That’s why you need to prove your authenticity from the get-go with a recognizable profile picture (think: your logo, a company truck, a shot of your storefront, or a team picture). Right away, a profile picture helps you demonstrate that you are, in fact, a real business and not some fly-by-night operation.

A Logo Demonstrates Your Value and Professionalism

Ideally, you’ll have a logo to use as your profile picture. A logo acts as your company’s identity—a quick visual aid people will remember when they think about you. It also shows people you’re not some slapdash operation, but rather, a savvy business that took the time to think about its identity and presentation. As a result, customers will associate a higher value with your business.
So, if you have a logo for your business, use it for all of your profile pictures on listings and social media pages. Having it as your profile picture will demonstrate your value and authenticity right away. Plus, consistency across multiple channels will further establish your professionalism in customers’ minds.
If you don’t have a logo yet, have Prospect Genius’s talented graphic designer create one for you!

A Photo Gallery Makes You Stand Out From the Competition

Once users have actually clicked on your listing or social media page, they want to see what makes you uniquely qualified to meet their needs. This is where having an abundance of photos puts you above the competition. Show off previous jobs you’ve completed, share action shots of your team on the job, and “aww” us with adorable pets. In other words, highlight the unique personality of your company. Don’t be afraid to get a little personal.
As much as customers want to learn about your qualifications and service offerings, they also want to see the human side of your business. That’s what will distinguish you from other companies nearby that offer the same services.

A Cover Photo Acts as a Virtual Storefront

Lindsay Kolowich of Hubspot says, “Having a social media profile without a cover photo is like having a brick-and-mortar business without a store sign.”
The majority of social media pages and online directory listings now include cover photos. Cover photos take up a lot of space at the top of the page, so leaving this large section blank is not a good look. Instead, cover photos are a good opportunity to capture people’s attention and show off an important aspect of your business. Many times, a picture of your real-life storefront (if you have one) will work well here, because, again, it shows customers you’re a real place. However, you could also use this space to highlight your favorite service offering, a special discount, or a large group photo.
Bottom line: You need a high-quality image as your cover photo to captivate your audience and display more of your personality. Leaving it blank is not an option.

Photos Are All About Building Trust

Photos are especially crucial for local service providers like appliance repairmen, HVAC technicians, plumbers, and so on. In these types of trades, you travel to people’s homes and businesses to complete a job. This means people have to feel comfortable letting you into their building before they hire you. If your listing or social media page doesn’t prove to them you’re a real business, they’re not going to trust you. If they don’t trust you, they’re not going to call you for the job.
So, to recap, the ideal Google listing or Facebook page will have:

A professional logo as your profile picture
Quality photos of you and your team members on the job, as well as your completed work
A high-quality photo of your storefront
- Not a brick-and-mortar business? Use your company truck or van. It’s essentially your storefront on wheels.

Ready to submit more pictures for your website or off-page promotion? Need us to design a logo for you? Don’t hesitate to reach out! We want to set you up for the most success possible.

For Businesses, Facebook Is Now Pay to Play

Last Updated: March 16, 2015

If you’ve been paying attention to our blog lately, you’ll know that Facebook is starting to replace Google as the destination for local search. That’s because it’s easier to ask your Facebook friends for personal recommendations than it is to comb through Google’s search results looking for a seemingly well-reviewed business. If you think about it, it’s a logical reaction against the overwhelming amount of information that comes from a Google search. Plus, the feedback you get from Facebook crowdsourcing is often much more reliable because it comes from people you actually know and trust.

That’s why Facebook ads and promotions are so popular right now. Local businesses are taking advantage of how many ready-and-willing customers are right there, searching for a plumber, electrician, or handyman for their latest project or emergency. But Facebook is smart, and it now wants you to pay for that advantage.

Sites, They Are A-Changin’

Just like all other marketing platforms, Facebook is rapidly growing and changing. We’re all taking advantage of Facebook as much as we can until it fades out of relevance and a more vital, effective platform comes along. After all, it wasn’t so long ago that Facebook was a small site populated only by college students. Then, Facebook opened its doors to everyone over the age of 13. Soon after, companies and organizations were allowed profiles, and advertisements quickly followed.
Now, Facebook is swimming in content and status updates, and it has realized how much money there is to be made in advertising. As a result, Facebook has significantly limited the “organic reach” of business Pages—in other words, they’ve restricted how many people a Page’s content will reach for free. This forces businesses to pay for sponsored ads and “boosted” posts in order to reach their fans and followers. (When Google rose to power, it did a similar thing by launching AdWords.)

Small Businesses Are at a Disadvantage

But here’s the kicker: Most small business owners aren’t well versed in the complexities of paid online advertising, so they’re at quite a disadvantage with this new restriction. And even if a business owner is somewhat familiar with paid advertising from working with Google AdWords, they’ll face some confusion because Facebook’s model is substantially different from Google’s.
The difference is that Google uses a CPC (cost-per-click) model, while Facebook primarily uses a CPM (cost-per-impression) model. CPM is based on how many times Facebook shows the ad to a user, rather than how many people click on it. Facebook’s advertising options also allow you to choose an “objective,” but your ad will only perform well if you optimize correctly for that objective. That means, in some cases, you can choose a CPC model if it makes sense to do so; however, you’re all but guaranteed to spend a lot more money. At the same time, if you stick with CPM but fail to target the proper demographic, or fail to write an ad that’s compelling, you will still spend a lot of money and get dismal results.
And these are only the basics! It gets much more complicated as you dig deeper.

Grabbing Attention Is Hard

Aside from the payment models, sponsored advertising also presents another difficulty: creating effective ads. This is particularly important if you’re paying for impressions, because you want the people who see your ads to actually be affected by them. Many small business owners are exceptionally skilled at their trade but don’t necessarily know how to create attractive, eye-popping ads or how to write powerful calls to action.
Even if local businesses are able to figure out which payment model works for them, they face a whole new battle in creating ads that will stick in people’s minds—and that’s before even worrying about generating new leads!

Act Fast, Be Smart

While Facebook’s new pay-to-play model may seem like a giant hurdle, that shouldn’t stop you from using it. The reality is that Facebook is the most fertile ground for local advertising these days.
But while it’s crucial to get in on the ground floor of Facebook advertising while it’s still relatively affordable, don’t be too hasty. Make sure you do plenty of research and know exactly what your plan is before putting down your company credit card. If you don’t have a plan for ad messaging, testing, rotation, and bids, then you aren’t ready to do it yourself.

Don’t Be Afraid to Call for Backup

If that all sounds like a lot of work, that’s because it is. The time-saving alternative, of course, is to hire an advertising professional. This decision might even save you money. The reason is simple: By specializing in online advertising and doing it all day, every day, professionals have gotten really good at it. In this case, “really good” means driving down the CPM and making your dollars work harder for you.
As a prime example, take a look at what Prospect Genius achieved with the last campaign we ran for ourselves. We spent less per Page “Like” than 99% of other Facebook advertisers. Why? Because we eat, sleep, and breathe online marketing. By doing it every day, we’ve reached a level of expertise that, according to Facebook itself, 99% of other people have yet to reach. In fact, by the time we ended this campaign, we drove that cost-per-Like down even further to just $1.65 over the life of the campaign!

Whether you decide to advertise on your own or with a professional, make sure you aren’t missing out on the endless possibilities that an effective Facebook advertising campaign can create for your local business.

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