A company page on Facebook can be a valuable marketing tool for your business, but only if it is well conceived and properly executed. A Facebook page that’s unattractive in appearance and non-compelling in content becomes more of a liability than an asset.
One of the benefits of having a presence on Facebook is to provide a forum for dialog between your company and its customers, both existing and prospective. If your page doesn’t look good, it will disappoint your regular customers and be a turn-off to those who might otherwise have considered bringing their business to you.
Although there’s certainly truth in what they say about the importance of first impressions, don’t despair.
If you move quickly to improve the appearance and sharpen the message of your Facebook page, your business can avoid any further damage that might be caused by letting a poorly done company page represent you.
What Are Your Goals?
If your current Facebook page lacks polish and has no clearly discernible message, go back to square one before making changes.
There are a number of good reasons to have a presence on Facebook, but your company page should focus on one or two goals at most to avoid trying to please everyone with the inevitable result that you satisfy no one.
Are you trying to promote a broader awareness of your company brand, hopefully winning new customers in the process? Or maybe you’d prefer to use your Facebook page as an adjunct to your existing customer service program.
A company page on Facebook can be used to create an online community for you and your customers.
It can also serve as a jumping-off spot to your business’s website, where those who like what they see on the Facebook page can go to learn more about your company and its products.
You can also use your Facebook page to educate your customers about the ways in which your products and services can better serve them.
Choose a Theme or Two
All of these are worthwhile goals. But trying to do them all with a single Facebook page almost guarantee failure.
Don’t let your company’s Facebook page go the way of the tinker who is a jack of all trades but the master of none.
Once you have one or two clearly defined goals or themes for your page, it gives you a rough roadmap to follow in designing art, selecting photos, and creating text that helps to accomplish those goals.
Pick Quality Photos
It’s almost impossible to overstate the importance of quality photographs on your company’s Facebook page.
Cramming the page full of mediocre photos that display various aspects of your business and its personnel may help to fill up the page, but it’s unlikely to win many new converts to your brand.
It’s better to invest some time thinking about a handful of carefully chosen photos that best convey the theme you’ve chosen for your page.
If you have a photography hobbyist on your staff, you might give him or her the assignment of taking photos for the page. If your in-house efforts to produce high-quality photos don’t work, you may have to farm out this assignment to a professional photographer.
But however it’s done; ensure that your Facebook page has crystal-clear images with crisp colors, excellent contrast, and just the right degree of brightness. And don’t forget to supply captions for the photographs unless the images are clearly self-explanatory.
Consider Adding a Video
If you have a well-produced video that succinctly sums up what your company and/or products are all about, your Facebook page can carry a link to it so that visitors to the page can learn more about your business.
If it’s true that a picture is worth a thousand words, a well-executed video is probably at least equal or superior to a lengthy chapter in a book.
Prominently Display Your Logo
There is no one “right” position for your company logo, but once you’ve drawn up a general layout for your page, it will be easier for you to select a key body of text or design element into which the logo can be incorporated.
If you’re a relatively new company, many of the visitors to your page will be unfamiliar with your brand and its logo, so the page is a way of introducing both to them.
If, however, you’re a fairly well-established company, most visitors will probably be aware of your logo even if they have not yet been converted to customer status. But placing the logo strategically will be a clear signal that the page represents your business and its brand.
Don’t Hide Contact Information
If your Facebook page fulfills its promise, it hopefully will steer new customers your way. Don’t make them search for the links they need to visit your business’s website or to call for additional information.
Display contact information prominently to encourage visitors to your Facebook page to take the next step to learn more about your business and its products.
Update Page Regularly
Keep your Facebook page up to date, removing outdated information as quickly as possible and adding new details as they become available.
Like a garden that isn’t tended regularly, your company’s Facebook page will eventually wither and die if you don’t stay on top of it. A page that is out of date is a clear signal to visitors that you don’t care much about it, so why should they?
Regular updating is critical for all Facebook pages, but it is even more important if your page has an interactive feature that allows you and visitors to the page to have a dialog.
Failure to respond in a timely fashion to consumer inquiries is a sure way to anger existing customers and turn away those who might otherwise consider giving you their business.
As you can see, there are plenty of ways to revamp your company’s Facebook page so that it helps you to build your business.
To get even more ideas, you might pay visits to the Facebook pages of other companies to see how they’re getting the job done.
About the Author
Jay Fremont is a freelance author who writes extensively about a wide array of business and personal finance topics. He also has written about some of the movers and shakers in America’s investment management business, including Pete Briger, co-chairman of Fortress Investment Group.