Since Facebook’s creation in 2004, the platform has evolved from a way to connect with your friends, to a global marketplace for individuals and businesses. Considering there are over 2.7 billion active users monthly, the opportunity to connect with an audience on Facebook is basically a given if you are putting in the effort. Using Facebook for your business can not only help build connections, it also allows you to take advantage of the eCommerce economic opportunities on the platform.

Now that we know Facebook has the potential to aid in business success, the question is: how? Well, let us help you out. Here is everything you need to know about Facebook to help in the success of your business.

Creating a Facebook Page for Business

Your Facebook Page is where your audience can connect with you, think of it as your free digital storefront. Your Page will contain any relevant information for your business, as well as the content you share with your community. You can connect with your audience in a number of different ways including Page Posts, Stories, and through Facebook Messenger. 

Let’s begin with creating your Facebook Page. It’s quick and easy to do, and the best part…it’s free. Here’s how you can do it.

  1. Log in to your personal account > Go to Page Type and select: Business/Brand or Community/Public figure. Add in your business details.
  2. Upload a Profile Picture and Cover Photo. Make sure to use photos which represent your brand and leave an impression on your audience.
  3. Add an outline of your business in the Description section. Include Contact Information, including location.
  4. Create a Username for your business which is your personalized URL. It helps your audience find you, so it should be on brand. 
  5.  Add a Call-to-Action button which can be found right under the cover page. This will prompt consumers to engage with your business in some way.

Make sure to review your Facebook Page regularly to understand what users are experiencing and how they interact with you. Keep your business info up-to date; it builds credibility and helps your audience better engage with you. 

Now that you are all set up, you can start with your first post!

Types of Facebook Posts

There are many different ways to connect with your audience on Facebook. Depending on your goals, you may choose to use a photo or video to engage your network. 

Facebook Status

Post a Facebook Status to let your audience know what your business is up to using words only. You can update your Status to give your followers a behind-the-scenes look into what the business is working on.

Photo Post

Visual appeal can generate engagement and interest amongst the users. Show off your products and services in a way that will visually captivate your audience. 

Video Post

Facebook has been favouring video content lately, mostly because users enjoy it the most. Posting short-form videos about your business are a great way to engage with your audience in an interesting and creative way. 

Facebook Live Video 

Go Live on Facebook to interact with your followers or engage with them in real time. Host virtual events, Q&As, performances or conversations through your Facebook Page. 

Linked Content Post

Promote your business blog on Facebook by creating a linked content post. All you have to do is copy and paste the link and provide some context. It is one of the ways to engage and educate your audience as well as drive traffic to your website. 

Poll Posts

Polls are a great way to pose questions to your audience and build your community. It’s a great way to gain insights into your target market, while fostering brand loyalty at the same time. If you use Polls correctly, you can provide your consumers with products and services they want and need. 

Pinned Posts

Keep a particular post at the top of your Facebook Page by “pinning” it so it is the first post followers will see. Maybe you have an excellent review to showcase, or a post that truly speaks to the essence of your brand. It could be a video, or social media campaign. Anything that helps increase brand awareness.

Facebook Stories

Using Facebook Stories allows you to share photos, videos and animations for 24 hours only. Think of Stories as being your behind-the-scenes access to your business; Facebook wants you to “Let your camera do the talking”. Use Facebook Stories when words just aren’t enough to get your message across. They invoke emotion, your audience should be left with a feeling more so than with information when watching your Stories. 

Engagement on Stories is done through reactions and direct messaging, all found in your Facebook Messenger. Stories are viewed outside of your Facebook Newsfeed and are considered a more effective tool in reaching users organically.

Facebook Messenger

You can interact in real-time with your audience through Facebook Messenger. Through Messenger, you can create preset responses, share helpful information and connect one-on-one with your followers. Messenger also has both chat and video functions, and you can create chat Groups to help communicate with like-minded people, start conversations and gain insights about your consumers.

Using Facebook for your Business 

Target Your Audience

Now that you have a basic understanding of the Facebook Page, you MUST define a target market and audience. Be specific, who are you trying to connect with? Who is your ideal customer? The ultimate goal of marketing is to understand your customer, find out what they want/need and provide it for them. It seems counterintuitive, but the more specific you are in defining your target audience, the more successful your reach will be. If you define a broad audience, your posts will get lost in the noise online.

Set Goals and Build a Strategy

You must set clear goals when it comes to using Facebook for your business. Are you trying to start a conversation or sell a product? How many posts per week and what are the engagement goals? You’ll never make it to the finish line if you don’t have a race plan. Setting clear goals will help to ensure that your Facebook presence is always working towards overall business success.

Content Planning

Consistency is a huge part of success on any social media platform and Facebook is no exception. You have to ensure a constant flow of interesting, on brand content to build brand awareness online. 

But remember, it’s always quality over quantity. 

Create a realistic content calendar to adhere to and curate a library of original and interesting content. Having a mixture of informative, educational and entertaining posts will allow you to track what your audience responds to the most. 

Foster a Community

Community is an essential element in the success of your business on Facebook. Engage with your followers on their posts, like and reply to comments and questions, and use Facebook Messenger to have real-time conversations. Consumers are responding to a more authentic brand voice on social media these days; you not only want your followers to interact with your business, but with each other as well.

Track your Insights

Using Facebook for your business is all about listening to your audience and adapting to their needs and wants, while staying on brand. Facebook Insights help track your performance on the platform including likes, reach, engagement, views and shares. You can also see information about your followers demographics and geographic location which can be used to help define your audience. 

Tracking which posts were the most popular can be extremely helpful when planning future content on your Page. Don’t be afraid to be creative and try new types of posts, you might be surprised by what your followers respond to. 

ECommerce on Facebook

The last step is to set up your Shopify Facebook Shop. Upload your product list — including photos — to your Facebook Shop to allow your followers to make a purchase without ever leaving the platform. It’s easy to manage your products, inventory, orders, and fulfillment from Facebook and website orders all from your Shopify account.  

In the last year, there has been a massive shift towards eCommerce. Businesses that have suffered from worldwide lockdowns have had to adjust their business model and rapidly build an online consumer base. Having a Facebook Shop is just another reliable way for consumers to purchase your products, on a platform that they are already using.

You’re all set! The only thing left to do is to create your page and start engaging your Facebook audience. For more information on using Facebook for your business, check out the Business Center.