14个引人入胜的Facebook业务页面的基本技巧

Whether you're setting up a brand new Facebook Page for your brand, or you just want to make the most of your existing one, it’s probably a smart move -- Facebook is home to nearly2 billion monthly active users。

It should be easy enough, right? Just slap together a photo, a couple of posts, and expect the leads and customers to roll on in, right?

Wrong.

If you're not creating a Facebook Page with a comprehensive strategy to get noticed, Liked, and engaged with, the chances of actually generating leads and customers from it are pretty slim.

For example, you can’t just choose any picture -- you have to choose one that’s the right dimensions, high-resolution, and properly represents your brand.

But it doesn’t end there -- so we compiled the tips below to make sure you're creating an engaging page that takes full advantage of everythingFacebook marketinghas to offer.

听这篇文章的音频摘要：

14 Facebook业务页面提示

不要错过Facebook和Hubspot的现场虚拟活动，以了解如何比Facebook更快地发展业务

1) Don't create a personal profile for your business.

We’ve come across many well-meaning marketers and entrepreneurs who create personal profiles for their brands, instead of an actual Facebook Business Page. That puts you at a huge disadvantage -- you’re missing out on all of the content creation tools, paid promotional opportunities, and analytics/insights that come with a Facebook Business Page. Plus, a personal profile would require people to send you a friend request in order to engage with you, and the last thing you want to do is make thatmore difficult适用于客户。

And while you’re at it -- don’t create an additional public, “professional” profile associated with your business. For example, I already have a personal profile on Facebook that I largely keep private; the practice I’m talking about would be if I created a second, public one under the name “AmandaZW HubSpot,” or something along those lines. People usually do that to connect with professional contacts on Facebook, without letting them see personal photos or other posts. But the fact of the matter is that creating more than one personal account goes against Facebook's服务条款。

2）避免出版带有页面角色的不幸。

We’ve all heard those horror stories about folks who accidentally published personal content to their employers’ social media channels -- a marketer’s worst nightmare. So to avoid publishing mishaps like those, assign Facebook Business页面角色只对员工绝对需要the work they do each day. And before you do that, be sure to provide adequate training to those who are new to social media management, so they aren't confused about when they should be hitting "publish," what they should be posting, if something should be scheduled first, and who they should be posting it as.

To assign these, on your business page, click “Settings,” then click “Page Roles.”

另外，在代表您的品牌共享内容时，请确保您将其发布为品牌，而不是自己的品牌。您可以通过进入设置并单击“页面归因”来检查。

3) Add a recognizable profile picture.

You'll want to pick a profile picture that’s easy for your audience to recognize -- anything from a company logo for a big brand, to a headshot of yourself if you're a freelancer or consultant. Being recognizable is important to getting found and Liked, especially in Facebook Search. It’s what shows up in search results, pictured at the top of your Facebook Page, the thumbnail image that gets displayed next to your posts in people’s feeds … so choose wisely.

When choosing a photo, keep in mind that Facebook frequently changes its picture dimensions, which you can find at any given timehere。As of publication, Page profile pictures display at 170x170 pixels on desktop, and 128x128 pixels on smartphones.

4) Choose an engaging cover photo.

Next, you'll need to pick an attractive cover photo. Since your cover photo takes up the most real estate above the fold on your Facebook Page, make sure you're choosing one that's high-quality and engaging to your visitors, like this one fromMYOB's Facebook Page：

Keep in mind that, like profile images, Facebook Page cover photo dimensions also frequently change, so we advise keeping an eye on the officialguidelines。截至出版物，页面封面照片显示在计算机上的820x312像素和智能手机上的640x360像素。

5) Add a call-to-action (CTA) button.

SinceFacebook first launched the feature在2014年12月，品牌在其Facebook页面上添加召唤按钮的选项大大扩展。这些都是“观看视频”，“注册”或“现在的书”之类的东西 - 每个都可以使用其选择的目的地URL或内容来定制。

这是营销人员吸引更多流量到其网站的好方法，或者在他们想要推广的Facebook内容上获得更多的眼球。这是营销人员将流量从其Facebook业务页面推回其网站的好方法。查看Oriental如何以这种方式使用“现在的书”按钮，以使观众更容易预订。

To add a call-to-action to your Page, click the blue “Add a Button” box.

You'll then be able to choose which type of CTA you want to create, and which URL or existing content on your Facebook Page you want it to direct visitors to. To get data on how many people are clicking it, simply click the drop-down arrow on your button and select “View Insights.”

6) Fill out your 'About' section with basic information, and add company milestones.

We’ve arrived at one of the most important sections of your Facebook Page: the 'About' section.

Although visitors no longer see a preview of your “About” text when they land on your page -- instead, they have to click on the “About” option on the left-hand column next to your content -- it’s still one of the first places they’ll look when trying to get more information about your page.

Even within the “About” section, however, there are many options for copy to add. Consider optimizing the section that best aligns with your brand -- a general description, a mission, company information, or your story -- with brief, yet descriptive copy. By doing so, your audience can get a sense of what your Page represents before they decide to Like it.

You might also want to populate sections that allow you to record milestones and awards -- like when you launched popular products and services -- as well as the day/year your company was founded, or when you hosted major events.

7) Post photos and videos to your Timeline.

Visual content has pretty much become a requirement of any online presence, including social media channels. After all, it’s40X more likely to get shared on social media than other types of content。

And while photos are a wonderful way to capture moments and an actual look at your brand, you should probably invest a good amount of time and other resources into video. The 2017State of Inboundreport cited video as the “main disruptor,” with 24% of marketers naming it as a top priority.

“观看视频”是Facebook允许品牌添加到其页面的CTA之一，因为它已成为消费内容的最受欢迎方式之一。但这不仅仅是预先录制的视频。根据社交媒体频道的新闻编辑室的说法，bob官网官方网站People spend more than 3x more time watching a Facebook Live video on average与不再活的视频相比。”因此，不要害怕让观众对您的组织做什么，但请确保您做好了准备。

Not sure what your videos should look like? Here's a fun one that we put together on business lingo.

8) Determine the ideal timing and frequency for your posts.

An important consideration in your Facebook content strategy should be how frequently you post, and when. If you don’t post frequently enough, you won’t look as reliable or authentic -- after all, how much faith do you put in a brand that hasn’t updated its Facebook Page for several months? Post too often, however, and people might get sick of having their feeds flooded with your content.

Here’s where asocial media editorial calendar可以特别有用。像任何其他在线content, it can help you establish a schedule for when you share particular posts according to season or general popularity. You’ll probably have to adjust your calendar several times, especially in the earliest stages of setting up your Page, since you’ll want to check the performance of your updates in your Facebook Insights (which you can navigate to via the tab at the very top of your page). Once you’ve observed popular times and other analytics for your first several posts, you can tailor your posting frequency and strategy accordingly.

Wondering how to schedule posts? You can either use an external publishing tool like the社交收件箱在HubSpot软件或Facebob电竞官方下载book界面本身中。对于后者，单击“发布”按钮旁边的箭头，然后单击“计划帖子”。

9) Leverage Facebook's targeting tools.

Facebook allows you to target certain audiences with specific updates -- be it gender, relationship or educational status, age, location, language, or interests, you can segment individual page posts by these criteria.

Just click the small bullseye symbol on the bottom of the post you want to publish, and you can set metrics for both a preferred audience, and one you think might not want to see your content.

10) Pin important posts to the top of your page.

When you post new content to your Facebook Page, older posts get pushed farther down your Timeline. But sometimes, you might want a specific post to stay at the top of your page for longer -- even after you publish new updates.

为此，Facebook提供了一次“固定”一个帖子的能力，一次到您页面的顶部。您可以使用固定帖子作为推广新领先优惠，即将到来的活动或重要产品公告之类的东西。

To pin a post, click on the drop-down arrow in the top-right corner of a post on your page, and click 'Pin to Top.' It will then appear at the top of your page, flagged with a little bookmark. Just keep in mind that you can only have one pinned post at any given time.

11) Decide whether you want Facebook fans to message you privately.

如果您希望您的Facebook粉丝能够通过页面直接向您私下给您发送消息，请务必启用消息功能。您可以通过转到设置，单击左侧列上的“常规”，然后在结果列表中查找“消息”。

我们建议在您的页面上启用消息传递，以使您的粉丝尽可能轻松地与您联系 - 但是只有在您有时间监视和响应您的消息的情况下，才能这样做。Facebook页面现在有一个部分，该部分表示品牌对消息的反应速度，因此，如果您不希望该部分说您回答速度慢，则可能只想跳过启用该功能。

12) Monitor and respond to comments on your page.

Speaking of monitoring the interactions your fans have with your page, don't forget about comments. You can monitor and respond to comments via the 'Notifications' tab at the very top of your page. While it may not be necessary to respond to every single comment you receive, you should definitely monitor the conversations happening there (especially tostay on top of potential social media crises。

13）推广您的页面以生成更多关注者。

Now that you've filled your page with content, it's time to promote the heck out of it.

One of the first things you can do is to create an ad promoting your Page. To do that, click the three dots at the top menu bar above your posts and select “Create Ad.” From there, Facebook will let you start creating an ad from scratch based on your goals -- things like reach, traffic, or general brand awareness. Choose yours, then scroll down and click “continue.”

之后，您可以选择目标受众（类似于您在上面宣传的帖子中所做的类似），在Facebook上您希望将其放置在哪里，并且您可以了解更多有关为Facebook广告付费的信息here。

您可能还会要求您添加一些创意资产或复制。请记住，您要为此付出代价，因此请选择要引起注意的东西，但也具有高质量的质量并很好地代表您的品牌。

14）最后，衡量您的Facebook努力的成功。

There are a couple of ways to execute this step. You can use something like thesocial media reports toolin your HubSpot software, and you can dig into your Page's Insights, which allow you to track Facebook-specific engagement metrics. Here, you'll be able to analyze things like the demographics of your Page audience and, if you reach a certain threshold, the demographics of people engaging with your page and posts. As we mentioned earlier, the latter is especially helpful to modify your Facebook content strategy to publish more of what works, and less of what doesn't. You can access your Facebook Page Insights via the tab at the top of your page.

您如何设置一流的Facebook页面？让我们在评论中知道。