The privilege of the great is having a multitude of opponents. Facebook was no exception , with dark clouds gathering over it time and again. However, after the storm, the sun always emerged. Mark Zuckerberg's "child" bravely defends itself against attacks, remains an industry leader, and still holds a significant advantage over the pack. Its primary advantage is its vast scale. It has 2,5 billion subscribers worldwide. In Poland, 20 million users regularly visit Facebook. Each of these individuals is a potential customer. In such circumstances, having a company profile should be a must for any modern entrepreneur. Before you begin building your brand, however, it's worth understanding the most important features and functions of this medium.
The statistics speak for themselves:
- 39 % users follow the fanpage to receive a special offer,
- 57 % consumers declare that social media influences their purchasing process. 44 % the same respondents named Facebook as the most influential platform,
- 26 % people who responded to the advertising message purchased the product.
The possibilities are at your fingertips. All that's left to do is give it a try. How do you run a business on Facebook? Below, you'll find essential information and practical tips.
There are two forms of collective profiles on Facebook:
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- Discussion group It's based on communication between people who have something in common. People can be connected by a passion, place of residence, or even profession. In other words, groups can be created, for example, by owners of Opel cars, residents of the same housing estate, or people working as computer graphics designers. A common denominator allows for cohesion among all members. In such a place, information, photos, videos, or files can be shared.
- Website (also known as fanpage) It's a key tool for promoting a company, brand, person, or initiative. Success is measured by building a large, engaged fan base. To achieve this, the administrator should focus on regularly creating engaging and valuable content. Additionally, page growth can be fueled by running ads via Facebook Ads.
Facebook company – how to create an account?
Wondering how to set up a Facebook page for your business? Anyone can set up a Facebook fan page. The entire process takes just a few steps. Just follow these instructions:
- Select the option “Create” located at the top of the website on the right.
- Define character its activities.
- Enter a namethat your Facebook page will adopt. At this stage, you can still choose a draft version. You can make changes at any time.
- Select categories, which precisely define what you do. This way, you can increase your website's visibility to users.
- You can add photos or hold off on making a decision for now. The choice is yours.
How to set up a Facebook fanpage?
Your newly created page looks unprofessional and doesn't inspire confidence. Therefore, you still need to provide a lot of information to increase your credibility. Start with the following:
- Graphics are the foundation of visual identity. Therefore, be sure to upload a profile picture and a background photo. What criteria must you meet?
- The form of the profile picture depends on on the nature of the business activity.
- In the case of company, brand or initiative It's worth designing a simple and clear logo. Focus on symbolism and create a design that's easily remembered and clearly associated with your business.
- If you are building personal brand, you can promote yourself with your face. The photo should be professional, but it's also worth including some attributes you use in your work. For example, if you're a professional dancer, capture your image while dancing on the dance floor.
- Background photo It can take the form of a graphic, animation, or video. Use this space to precisely define your business. Remember that your cover photo shouldn't be set permanently. We recommend a seasonal approach and changing your creative at least quarterly. What should you include in your cover photo?
- Introduce yourself. Create a sentence or three short slogans that capture the following information: who you are, what you do, and what value you provide to your clients and followers.
- Present your latest achievement or the highlight of your offering. We used this method to highlight our latest guides or the latest service in our portfolio.
- Reveal what you're up to. It could be a sneak peek of a new clothing collection or a preview of events your brand will be participating in.
- Create an aesthetically pleasing "wow" effect. Animation is a valuable tool for this concept.
- It's worth including a CTA here. This way, users will understand your expectations.
- Dedicated URL You can set it up by selecting the "Create Page Username" option below your profile picture. Enter a simple, searchable phrase in the field provided. Once you've done this, simply enter "facebook.com/wybrany_url" in your browser to go directly to your fan page.
- Check out the tab Information and write short notes in the information and description sections. Reveal what you do. Highlight your most important products or services. Mention your achievements and values. Keep your sentences concise and to the point.
- It is also worth telling about your brand in the section Our storyIn this case, opt for a more relaxed format. Don't bore readers with a ton of dates and names they won't remember anyway. Instead, try to arouse emotion and interest. To achieve this, use anecdotes and personal reflections. This should be a text with soul, one that shines through with emotion and authenticity. After you've written the final full stop, simply try to put yourself in the reader's shoes and honestly assess whether you would have stopped reading after the first two sentences.
- Another key issue is to make your content available to your recipients. contact details. Start with phone number, email address i Web pageIt's also worth adding address The more information you provide, the more credible you become in the eyes of users. This shouldn't be underestimated. If you expect users to trust you with their money, you must earn their trust.
- Facebook allows you to connect links to accounts on other social media platformsIf you're already active on Instagram, Twitter, or another medium, you can add this mention to your profile. This could potentially gain new followers.
- Draw 3 categorythat precisely define your product or service. This will make your page more visible to your audience.
- It is worth placing a contrasting background image just below the photo. CTA buttonto encourage users to interact with your website. This way, you can encourage them to book an appointment, contact you, learn more about your website, make a purchase, or download your app. This way, your audience knows exactly what to expect. Contrary to appearances, such direct messaging can work wonders.
- The above elements are the bare minimum that must be included for your website to function efficiently and not alienate users. However, it's worth completing all available fields. The more information you include, the better results you can expect.
Content on Facebook – types and formats
Facebook allows you to create posts with a variety of structures. The foundation of each post is a description, typically consisting of text and emoji. You can also add multimedia in the form of graphics or videos. There are several types of posts:
- Statuses These are text-only posts without multimedia. A wall of text without graphics can discourage users from interacting. Therefore, these types of posts tend to generate the least engagement by default.
- links They link to an external website (they take the form of a thumbnail with a redirect). They can be accompanied by a description and emoji. An interesting variant is also carousel, a post composed of several "tiles." Each element has a different photo, but all lead to the same destination.
- Photos enriched with a description in the form of text and emoji. You can include a link in the content with a redirect to a website. It is worth considering this form as an alternative to the default link posts. You don't have to limit yourself to a single photo. You can create album composed of several creations.
- Movies published from a computer or mobile device. Users definitely prefer watching to reading, which is why video is the most effective format on Facebook.
- Live streams are considered the most engaging method due to their spontaneous nature. Users gathered in the chat can discuss with the creator in real time.
- Relations are temporary publications that disappear after 24 hours. They can take the form of photos, videos, and posts. After access expires, you can view your materials in the stories archive.
Within posts you can also:
- mark geolocation,
- determine your mood,
- mark the product,
- redirect to the store,
- encourage participation in a charity event,
- invite to view profile.
Here are examples of the most common publishing formats (organic and paid) that your company can use.
If you are interested in the required dimensions of graphics on Facebook and other social media – check here!
How to run a Facebook fanpage?
Any brand can get involved in social media . In fact, they should. Due to the low entry barrier, many daredevils try their hand at it. Creating a unique Facebook page is just the first step, however. The biggest challenge is managing Facebook and building an informed and engaged community. Here are a few tips to help you rise above the crowd:
- Put some soul into your posts
Most social media fan pages are run without a purpose. They mirror the content found on the company website.
Let's take an example. An administrator visits the "About Us" tab on their company website. They then copy a sentence out of context stating that 15 years ago, the owners moved their headquarters from Mszana Dolna to Mszana Górna. Finally, they post this information on their Facebook page and check off the next published post on their calendar.
Sorry, but that's not how it works. Running a Facebook profile requires more creativity. Such information is completely worthless unless you build a compelling narrative around it. In that case, it's worth expanding your message. A description of a brand's life story will work much better.
- Speak the language of benefits and emotions
Let's say you run a lighting store and want to showcase a desk lamp. You mention its economic benefits. The fact that the lamp is energy-efficient is a feature you need to derive a benefit from. Add the information that the customer can save 20 złoty per month. This is already a tangible benefit that can persuade the customer to make a purchase.
Our agency regularly faces similar challenges. For example, we created the Verseo Campaign Manager system, which supports effective advertising budget management (feature) . This information is of little value to our audience. That's why we mention that this platform allows for increased profits of up to 32% and reduced costs by an average of 15% annually (practical benefit) . Potential clients can then calculate how much money they'll be saving. It's also worth mentioning that this solution guarantees stability and reduces uncertainty (emotional benefit).
First, you need to present your product so your audience knows what they'll find in your offerings. Don't just highlight the features that are readily apparent. Everyone knows that white is white and black is black. Instead, play with associations. Suggest that your volleyball could be your best friend on a desert island (by the way, where's Wilson's Oscar for "Cast Away"?). Be seen as a real person. Show that you're not just a calculating salesperson, but also have a level head and a sense of humor. Wink at your audience and bring a smile to their faces. One of the most effective ways to manage a Facebook profile is to generate sympathy and build a bond with your users.
- Every fanpage is different
The marketing industry has churned out myths about the universal posting times and frequency that yield the best results. Of course, no one will forbid you from reading these conclusions, but take them with a grain of salt. The key is to only speak when you have something interesting to say. Don't force yourself to produce bland posts just because some blogger decided 30 posts a month is the best practice. On the other hand, don't delay implementing innovative concepts for fear of a drop in reach caused by a breach of the posting window.
Quality always wins. If your post is interesting enough to immediately generate above-average engagement, any rigid rules will no longer matter.
In addition to a creative approach to managing your Facebook profile, we recommend experimenting. Post different types of content on different days of the week and at different times. After a few weeks, check if you see any pattern in the results worth following.
- Make references to current events
Referencing holidays and other high-profile events is a great way to contextualize your products. Coca-Cola has done this, perpetuating the association with Christmas in consumers' minds for years. As a result, in many Polish homes, the popular beverage graces the Christmas Eve table year after year, alongside traditional dishes.
Similarly, you can create a need and immediately propose a solution. The holidays are a season full of various festivals. During concerts, you take photos and record videos, and the battery inexorably drains. In such conditions, it's rather difficult to find a socket to plug in a charger. Therefore, a high-capacity power bank should be an essential part of your equipment.
The average person believes marketing is a complete sham. It's hardly surprising if they're bombarded with messages of questionable value. Imagine someone offering a pencil tailored to your individual needs. It's suitable for various applications, durable, and considered an absolutely unique product. What does that mean? Absolutely nothing. Now let's take the same pencil, but it's designed for sketching technical designs , will last for three months of daily use , and also has an unbreakable lead . Now we know something. Whipping around might have worked in school or college. In marketing, you can't afford to waste your time on empty promises.
- Ask your fans for their opinion
Many creators adopt an attitude we could call the curse of professionalism. They believe that everything they do must be meticulously crafted, and that their audiences should applaud it without question. We propose a different approach that will make using Facebook easier for you and your content more engaging for your audience.
Are you planning a company logo change and still torn between two designs? Ask your fans for their opinions. They'll definitely help you make the right choice. This will make them feel you value their opinion, and you'll generate engagement that will help you expand your reach.
An active community is the greatest asset to a fan page. You can't expect users to speak up without asking. Communication must be a two-way street. Therefore, make it clear that you expect responses.
To do this, you can share a meme with empty speech bubbles and ask fans to suggest lines for the characters. You can also encourage them to tag friends or suggest exchanging anecdotes from their school days. There are countless ways to do this.
- Take, but don't forget to give too
Many companies build a very self-serving narrative. It's always just "me" and "we." This type of communication is dominated by product posts, which are intended to directly encourage sales. Running a Facebook profile this way doesn't yield the desired results. It's worth finding a compromise and giving something back. This doesn't have to involve contests or other forms of giveaways. In marketing, as in life, people often just want a little attention and consideration. Tell them how your brand improves consumers' quality of life. Show them the inside story and invite them to a discussion.
- Organize training for your gray cells
Mental gymnastics and a bit of healthy competition are a great way to get your community going. You could ask them to solve a riddle, a math problem, a word game, etc. It's worth structuring the challenge so that the individual elements and the solution are somehow connected to your brand. For example, let the puzzle lead to the slogan "Free Shipping," which is hypothetically standard at your company.
We mentioned above that video content is easy to consume, and therefore generates greater engagement. Therefore, you should focus on this format. Many people shy away from creating original videos because of the misconception that such activities require complete professionalism. This is nonsense. Using Facebook doesn't require the skills to create Oscar-worthy videos, and polished, staged scenes are associated with classic television, which is gradually becoming a thing of the past. On the internet, naturalness is more important. Home-made videos are considered more authentic. A smartphone with Full HD resolution is all you need to create them.
Additionally, you need to start thinking about video content in a broader context. You don't have to record a new video from scratch every time. You could just as easily gather a few photos and present them as a slideshow. This type of content can be easily and effectively absorbed in the course of your daily routine.
Users prefer interactive content in an accessible format. Therefore, you must meet their expectations. How can you do this? Let's use a few examples.
You've organized a corporate event and have dozens of photos you want to share with your fans. Don't expect anyone to browse through all the photos if you post them one at a time. Creating albums only makes sense if you regularly add one creation, for example, every week. A much better choice is a collage. To do this, design a single graphic, divided into several segments. Then, you can post several photos at once, and they'll all be noticed.
An alternative solution is to create a carousel, a creation composed of several photos placed side by side. Users can browse all available photos by clicking the side arrows.
The content posted on your Facebook page must provide a benefit to your audience. It doesn't necessarily have to be tangible. Bringing a smile to someone's face or making a difficult task easier will also have value. Let's focus on the latter aspect.
As an entrepreneur with extensive experience, you need to be an expert in your field. Sharing your knowledge is one of the best ways to establish yourself. Let's say you're a personal trainer. In this situation, you could post tips on performing complex exercises. It's worth making this a regular feature on your Facebook page. This will help your audience get used to finding a handful of practical tips from you every week.
- Be a source of inspiration
Usefulness comes in many forms. Maintaining a Facebook profile can also serve as inspiration for your fans. This includes all the tips that will potentially improve the quality of life for your followers. To achieve this, you can include a quote motivating them to take care of their physical fitness or share a photo of a design that could be used during a renovation. Inspiration is also a very clever way to give, but you can also slightly disguise your desire to reap the benefits. Present a ready-made styling idea, and let a key element come from your store, completely by chance.
A company that downplays the importance of a positive image will come across as a group of self-serving careerists who only care about money. Show that you value other values. Maybe your employees regularly play soccer together on Mondays after work? Maybe you have a habit of bringing your dogs to the office on Fridays? Share it on your Facebook page!
- Follow trends and react to them
The lifespan of Facebook posts is exceptionally short. Important events have their five minutes of fame, and then their popularity gradually begins to decline. In this situation, you need to act spontaneously. If a piece of information begins to spread virally, try to link it to your products or services. There's a good chance your creation will reach mainstream circulation and be noticed by many recipients.
Contrary to appearances, statistics don't have to be boring and off-putting. It all depends on the format you choose. It's worth comparing numbers with objects that are easy to imagine.
Don't expect commitment when you boast that your employees produced 14 kilometers of cable in the last quarter. The number seems abstract, so users may not know how to evaluate this result. A much better approach would be to say that the cables would be long enough to reach from Poland to Australia in a straight line. This will quickly give you a sense of the scale of the undertaking. Always present complex concepts with circumstances that are widely known.
However, if you want to publish a post with raw data, you should create an infographic. Information presented in visual form is processed by the brain up to 90% faster than plain text. This means users will understand the message more efficiently and it will stick with them longer.
Why are TV docu-series so popular? The actors are poor, the scripts are naive, and the production is subpar. The answer is simple. Storytelling is inherently more engaging than many other narrative methods. The viewer can feel like they're part of the events being illustrated. Engagement is half the battle. From this perspective, it's much easier to establish brand awareness.
Social media is full of extremes. Finding a balance between diverse concepts is key to success on Facebook . On the one hand, users love to be surprised, so you should constantly raise the bar by creating the most unique solutions possible. On the other hand, audiences warmly accept repetitive activities. Therefore, it's worth running thematic series on your Facebook page, always appearing at the same time, or at least on the same day. You also need to create a coherent visual identity and find a complex topic that won't get exhausted after a few episodes. This approach can include, for example, cooking recipes, practical advice on strength training, and more. A consistent thematic series gives fans a reason to visit regularly.
- Show off your achievements and important events
As children, we learned that bragging is rude and inappropriate. Then social media emerged, and all that learning went to waste. However, it's possible to brag in a respectful manner that doesn't border on vanity. It's about showcasing the path to your goal and the fruits of your hard work. Leave the wads of banknotes, luxury cars, and gold-encrusted interiors to music video creators. We tend to focus more on showcasing favorable financial results, a new office, or an employee who successfully navigated the recruitment process. Transparent entrepreneurs will always enjoy greater trust.
Are you preparing something special for your fans? If you only share all the information on launch day, you risk wasting a significant portion of the potential of your planned campaign. Running an effective Facebook profile requires the ability to build suspense. Post in a way that gradually reveals each card. Many users will be waiting with bated breath for the solution. This way, you'll achieve significantly better results.
As we mentioned earlier, an engaged community is the most valuable asset for your fan page. You should thank your fans for every expression of interest. If they share their thoughts or photos, let them know that their opinion is valuable to you. Above all, you should remember when users have been very active in a particular initiative or when you reach a new threshold of likes on your page. Create a dedicated creative to express your gratitude.
How to find the best audiences and customers on Facebook?
- Find out who belongs to your target group
First, you need to understand your audience. One-size-fits-all messages can be completely inaccurate. Therefore, it's worth personalizing your message. You can gather data from Google Analytics connected to your website or check your Facebook fan page statistics . Consider the age, gender, education, and interests of your fans. This allows you to precisely respond to their needs.
Creating so-called personas is often underestimated by marketers. This unassuming method, however, allows for precise language matching to the characteristics of your audience, ultimately resulting in a more focused approach. The entire process involves dividing your target audience into several key segments and noting their most representative characteristics. To do this, leverage the knowledge you gained in the previous step using analytical tools.
- Match the style to your expectations
Not every post needs to meet the expectations of the entire community. When planning your monthly schedule, create a few universal creatives that can reach everyone. Beyond these, create a personalized narrative. This way, you can build a closer connection with representatives of specific groups.
Based on previous experience, adapt the type of communication to a level of comfort for both parties. Answer a few questions:
- Unofficially or officially?
- Enthusiastic or reserved?
- Casual or serious?
- Youthful or mature?
Once you've addressed these concerns, you'll know how much you can afford to engage in conversation with specific audiences. You should also be aware that online etiquette is more flexible. Most people address each other on a first-name basis. Even if you're addressing a mature audience, you don't necessarily have to adopt a defensive stance and cling to conventions. It's more about professionalism and creating factual publications based on credible sources. Certainly, no one will be offended if you address them by name, but you'll also open their eyes to a crucial issue or present a perspective that addresses the issue from a completely different perspective. It's all a matter of sensitivity.
Things are much easier with more casual topics. You can let loose, treat your fans like friends, share memes, and even use slang.
Benefits of a business Facebook account
By running a Facebook profile (both organic and paid activities):
- You will increase brand awareness among mass audiences,
- You will increase sales results,
- You will gain traffic to your website,
- You will warm up the image of your brand,
- You will maintain constant contact with your audience,
- You will build an engaged community,
- You will strengthen relationships with your customers.
Do you run a company Facebook page and are interested in sales solutions that will deliver results within the first few days? It couldn't be simpler! Check out our Facebook Ads offer – advertising campaigns within the Facebook environment – and find out what your company can gain!
Frequently asked questions about running a fanpage
Having a Facebook profile is a huge opportunity for modern entrepreneurs to reach customers, especially since the platform has approximately 20 million users in Poland. A staggering 57% of consumers say social media influences their purchasing decisions, and 44% consider Facebook the most influential platform.
A discussion group primarily serves to build a community connected by a common denominator (e.g., profession, passion, or place of residence) and is based on two-way communication. A fan page (or website), on the other hand, is a tool designed specifically to promote a company, brand, or initiative and build a base of engaged followers.
The statistics cited in the article show that as many as 39% of users decide to follow the fan page mainly to be the first to learn about discounts and receive dedicated, special offers.
The measure of a profile's success lies not only in the number of likes but, above all, in building a large, highly engaged fan base. To achieve this, the administrator's task is to regularly create and publish engaging, valuable content, using a variety of available post formats.
Absolutely. A well-crafted message and an engaged community yield tangible financial results. According to the research mentioned in the article, 26% of people who responded appropriately to an advertising message on the platform ultimately purchased the promoted product.
Summary
The above article covers the following topics:
- Creating a business profile on Facebook requires a few simple steps: selecting the "Create" option, specifying the nature of your business, entering a page name, selecting a category, and optionally adding photos.
- Facebook offers a variety of publication formats – from text statuses, through links and photos, to videos and live broadcasts, with videos generating the highest user engagement.
