Attention, business owners: It’s time to look at social networking in a new way, starting with Facebook. For you, this giant of a social network is not just a great tool for connecting with friends or sharing posts—it’s a key tool for your business. It’s integral to your social marketing strategy—meaning, if you want to be seen by your target audience, you need to harness the platform’s power.
Why is it so important? Well, with 1.32 billion daily active users, Facebook is the most widely used social platform, and it has more adult users (68%) than any other medium. Facebook’s reach means that your business has a greater opportunity to find a local audience and build your brand.
In addition, Facebook has been labeled the “most important” social platform for marketers; 96% of social marketers say the ROI of Facebook is greater than other social platforms. Did you know that nearly one-third (32%) of Facebook users engage with brands regularly? Consumers are using Facebook to discover new products, and eventually make purchases—44% say Facebook (more than any other platform) influences their shopping.
Simply put, Facebook can mean big business for your business. If you’ve yet to create a Facebook page for your business, the time is now.
How Your Facebook Category Impacts Marketing
When setting up a Facebook page for your business, selecting your category is one of the first tasks. Choosing the category appears to be a seemingly simple, inconsequential decision—just pick and choose, right?—but it has the potential to impact what audiences, and how many of them, find and engage with your business. If you categorize your page incorrectly, your target audience—and search engines—will not be able to find you as easily.
You want to make sure that your page is easy to find, and that the information you supply is accurate and optimized. So when considering your page type, think through a few questions:
- Who are you trying to reach?
- How can you accurately represent your business?
- What Facebook features will best help you market your business?
- Which category are my competitors using on Facebook?
With those questions in mind, you can make a smart decision about which Facebook page category will best suit your business and marketing needs.
Setting Up Your Facebook Business Page
You’re likely familiar with the workings of Facebook based on your own social media habits and practices. But let’s look at the platform with a business lens.
When setting up your page, the first major hurdle is choosing a page type—your first step.
Facebook, in an effort to simply the page building process, now offers you the choice of two broad page types—adapted from a previous list of six. After selecting your type, you will supply the page name and choose additional categories from a lengthy list of options to identify the unique descriptors of your business.
These categories offer different benefits and abilities (even layouts), and determine which information is listed on your page. Thus, choosing a category wisely could help—or hinder—potential audiences from finding you. It could also impact your SEO, another key part of your marketing. Choosing the best-fitting page category for your business is an important starting point for successful social marketing.
If you don’t pick the right categories the first time, don’t stress. Optimizing any social media page takes time and tweaking. You can edit your page type at any time, but know: you risk losing information (such as reviews, map, or check-ins, for example) if you choose to switch categories after you’ve built your page and started engaging with audiences.
So what categories can you pick from? Let’s explore the page categories in more detail, (with real-world examples included).
- Business or Brand: If you have a brick-and-mortar location that you want people to find and visit, an online e-shop, or are building a brand or product line, the Business or Brand category is a good option. When fleshing out a page in this category, you can inform searchers by supplying an organization name, category, address, and phone number. You can also identify hours of operation, link to a website, showcase ratings and reviews, and supply basic contact information, in addition to your brand or product name.
- Community or Public Figure: Are you your own brand, or involved in an online or real-world community? If you’re looking to promote yourself as an individual or showcase a group, this figure- or group-focused category is a good option.
Once you’ve selected your base category, you can supply additional identifiers to help provide details for relevant audiences. For example, if you are a restaurant, you and specify the type of food you serve, or if you are a store, you could give details about the type of products you sell.
Optimizing Your Facebook Business Page
So you’ve chosen your page category based on the needs and desires of your business. Now what?
After you chosen your main type and selected accompanying detail categories, you’ll flesh out your page and start using it to target and market to audiences. You’ll supply the required info for your page type, then outfit it with content and photos, and work to optimize your page elements for SEO. Make sure to cross-promote your page on other social channels and supply your website with Facebook “like” boxes and links. Engage with audiences and explore advertising options to start building marketing traction.
Want to get your business seen on Facebook? It all starts with choosing the best category for your business page, so choose wisely.