The first step in any social media marketing campaign is to get prospects to visit your channels, but all that effort attracting visitors won’t amount to many new customers if they aren’t impressed with your page.

The key to making your Facebook business page stand out from your competitors hinges on two complementing factors: design and content. When you strike the right balance, you’ll keep visitors on your page longer, gain trust in your services and ultimately secure more business.

How It Looks              
Before prospects can dive into the intricacies of your content, they’ll make an instant judgment based solely on your page’s aesthetics, so it’s essential that your design captures the right tone for your brand.

This starts with your cover photo, Facebook’s largest canvas on which you can make your first impression. Customize your cover art and keep it fresh by rotating in new images monthly, focusing on everything from general branding to seasonal products to upcoming events.

The design choices you make in your cover photo should be consistent with the images in your posts as well. Any graphics you use should include branding in the form of a logo, website URL, contact info and/or call-to-action. The right size is important, too. Images 940 pixels by 788 pixels are preferred since they preview well across multiple devices.

Need a little design inspiration? You don’t need to be a graphic designer to create beautiful images. If you’re short on time, budget or creativity, or if you just want to put something together yourself, Canva is the platform for you.

What to Post
Now that you’ve got their attention with an eye-catching design, it’s time to hook them with your content. Start by filling out the About section with as much detail as possible, including your website, mission statement, specialties, business hours and contact info. Optimizing this information all in one place and making it easy to engage is a great way to spark a connection with visitors.

When it comes to your posts, make sure each is unique to your target audience. By striking up conversations your visitors are interested in, you’ll encourage commenting, sharing and other engagements that will increase your visibility.

Establishing a consistent voice is also key. Post as often as you can, and use Facebook’s analytics to keep track of which posts perform the best to inform future posting. Consistency helps you stay relevant – it will assert your brand as knowledgeable and confident and your page as a reliable resource that calls for repeat visits.

For more specifics on how to improve your content, check out our blog post on what to post to social media.

                               

Sources:
“How to Make Your Facebook Business Page Stand Out in 2020.” Khorev, Mike. August 23, 2020. Small Business Bonfire.

“30 ways to instantly transform your Facebook business page.” Kitschke, Zach. Canva.