Facebook Check-In is just one of many reasons you must have a mobile-friendly website.
For local businesses, Facebook is an advertising tool, and should not be underestimated. Through the check-in process, customers promote your business to their friends across Facebook.
That check-in tells the world where you are shopping, eating, visiting or doing as it relates to a local business. Smart businesses are using the check-in tool to promote in real time.
For instance, I took my kids to a huge trampoline playhouse. As I checked in at the counter, the associate told me that if I checked in on Facebook she would give me a scratch-off card with various prizes on it. I did, and we got off our pizza.
With minimal effort, I did the marketing for them by telling my Facebook community that I was at this place at this moment. Probably more appropriate for a gym or restaurant than an attorney's office, but every business should keep an eye on what people are posting about it.
Facebook Advertising has its own set of terms and language, some of which may seem familiar to you but could carry another meaning. Here are the most commonly used — and most helpful — terms in Facebook Advertising.
Actions: The number of users who engage with your Facebook Page (by Liking your Page) or your Event (by RSVP-ing Yes to your event) by clicking that action within your ad. Actions don't include clicks on the ad title or the ad message.
Average CPC (cost per click): The average amount of money you spend every time someone clicks your Facebook Ad. This is calculated by dividing the total number of clicks by the total amount spent on that ad so far.
Average CPM (cost per thousand): The average amount of money you spend for every 1,000 impressions of your Facebook Ad. This is calculated by dividing the total multiple of thousands of impressions by the total amount spent on that ad so far.
Call to action: An offer or specific action within an ad or a Web page designed so that the viewer will respond positively to that action.
Campaign: A grouping of ads that you create using your Facebook Ads account. When multiple ads are within one campaign, those ads have the same daily budget and schedule but can retain separate bid amounts and targeting filters. Campaigns allow you to group your advertisements based on your criteria.
Conversion: A state in which the viewer accepts the call to action within the ad, whether it was Liking a Page, buying a product, joining a mailing list, or downloading a trial offer.
CPC: A Facebook Ad payment model in which the advertiser is charged only for each click that ad receives from a viewer. Each separate ad can have its own CPC, depending on the ad message and targets.
CPM: A Facebook Ad payment model in which the advertiser is charged only for each time its ad receives 1,000 impressions on Facebook. Each ad can have its own CPM, depending on the ad message and targets. M refers to the roman numeral that represents 1,000.
CTR (click-through rate): An important ratio calculated by the total number of clicks ad received divided by the number of impressions an ad receives. Facebook places a greater importance on ads with a higher CTR.
Impression: The display of a Facebook Ad on any of its Web pages.
Landing page: The Web page that the viewer sees after clicking a Facebook Ad. This could be a Facebook business Page or your external Web site. The page should be designed to match the offer and look of your ad.
Likes and Interests targeting: Targeting filters that allow you to restrict any of your ad's target audience based on information each user put in a Facebook Profile or in specific Pages, Groups, or content connected with a user's Facebook Profile. These filters don't apply to users searching on those terms.
Before someone finds your website, they may find your Facebook page. That page should be optimized to create a great first impression.
Facebook pages and websites have to be dynamic and varied. Images, videos, and text combine to communicate what’s special about your school and persuade people to contact you. It should build trust with testimonials and reviews. Of course, it also must be useful for current students, providing class info, schedules, and event updates.
Here is an example of a an exciting Facebook page: www.22s.com/023dgh
1. Choose the right name
When it comes to correct optimization, it is fundamental to find the right name for your Facebook Business Page because you choose it once and it is permanent. It’s key to remember that the first word of your Facebook page title is the most significant in the eyes of Google.
This is why stuffing your page title with generic keywords won’t work. Doing so might make it look spam-like and discourage people from getting engaged, let alone sharing your updates. You need a brandable name that represents your business and shows its personality. This is the real intent behind any Facebook Business Page.
2. Customize your vanity URL
Never settle for the dynamic URL which is automatically generated when you sign up. On Facebook, you can easily personalize your address and unify it with your brand name. Make it unique and easy to remember. If you match your Facebook vanity URL with the page’s title you are going to strengthen your brand recognition. Moreover, personalization will hugely improve the findability of your page both in Facebook search and in search engines.
3. Fill out your profile
Make sure that your avatar, cover photo, bio and profile info are complete and contain up-to-date information. A complete profile reveals your professional attitude and is a clear signal to your audience that you are engaged. Moreover, aim for consistency across all of your social media channels, and make sure that the main visuals match. Utilize a Facebook cover photo that is 851 x 315 px.
Build your marketing personas and improve the communication with your targeted audience by using the appropriate voice and tone.
4. Pay special attention to the “About us” section
The truth is, your visitors want to know all of the details about your business: where your office is located, what service you offer, what your working hours are and so on. Therefore, provide them with complete information. The “About us” section is a good place to emphasize values and benefits your products or service may bring to the customers. Similarly to Meta Description, you need an apt description short enough [you get 155 characters] in order to be correctly displayed in the search engine snippet, both on desktop and mobile. Make sure that you choose an appropriate category:
Local business or place
Company, organization, or institution
Brand or product
Artist, band, or public figure
Cause or community
Complete your short description diligently and use accurate wording (including targeted keywords) to concisely characterize your business.
Pro-tip: Remember to add the link to your website or landing page within the short description because it strongly improves the findability of the particular offer or content page.
5. Sprinkle your business page with keywords strategically
Optimizing for keywords remains crucial, even when it comes to social media. Place your targeted ones in the most important, strategic parts of your page. Include them in the URL, page title and “About us” section because they will be visible on the front page and will appear in search results.
Remember that the name of your page corresponds with the title tag and your short description works as the meta description tag. However, make sure that you do not overuse keywords: stick to a top six and mention them naturally in the proper context.
6. Include the phone number and address in your Facebook page
The current Facebook design shows your business category, location, phone number and business hours straight away, on the front page. Therefore, make sure to fill out your street address, city, state, zip, and local phone number. Adding the address helps with indexing your brand for local search results and increases page following. Google simply pays more attention to pages that give specific contact information.
Facebook is constantly introducing new useful tools that are going to make running your business easier. To keep your page well-optimized, make sure that you keep an eye on any new features that emerge and implement them when available.
Call to action on Facebook
Worth mentioning are call to action buttons for Facebook Pages introduced in December 2014. Thanks to the call to action, people can easily interact with your business page. You can choose the suitable destination for your type of business and direct your followers to it. The full list includes 7 types of actions:
Sign Up – mailing list or webinar sign up page, join the tool.
Book Now – hotel or restaurant reservations
Contact Us – contact form
Shop Now – e-commerce store
Messenger for Business
Just recently, Facebook officially launched Messenger for Business to let users chat directly with the companies. Some U.S. businesses can already have a personal, real-time conversation with their customers.
However, at the moment payments are only available for United States’ users and are limited to circles of friends. We hope that it will soon become accessible in other countries and useful for businesses, also.
Moreover, Facebook is currently testing a new feature called “Saved Replies” which is going to help business page owners speed up communication with templates. This will save you precious time from repetitive customers service inquiries. Saved Replies enables you to create a message and save it for later use. It will be accessible via the messaging interfacewithin a particular message view. When the message pops up, the Saved Replies will appear on the left sidebar with the “Manage Replies” button at the bottom.
Saved Replies View
Prepare generic replies for all of your frequently asked questions and always personalize them before sending. This functionality is targeted to small business including startups and e-commerce shops who are not using any helpdesk platforms like, for example, Zendesk.
Of course, the overarching objective of Facebook is to stimulate engagement and produce valuable and exciting content. Therefore, tailor your language to your audience, be personal and personable, and use fresh and simple wording. Executing these optimization tips will improve your Facebook Business Page visibility and user experience, both of which are crucial for your success.