Facebook Business Page Features

In 2017, it’s no longer the responsibility of marketing professionals to convince small business owners (SBOs) about the need to be on the various social media networks their current and prospective patrons spend time on, but rather empower them with the tools they need to reach them – nowhere is this more true than on Facebook Business Page.

It’s the most-used network by both businesses and consumers – and one that makes its revenue on advertising. So it’s crucial to explore any available features that Facebook business page offers to help increase organic reach.

Facebook Business Page Features

1. Facebook Business Page Insights

The analytics provided by Facebook should be explored regularly. Facebook regularly makes updates to its algorithms, which could require Page admins to tweak their strategies accordingly. With each algorithm change, a SBO could see peaks and valleys in their engagement and reach. It’s not uncommon for one day to enjoy 10% organic reach and then the next day and from then on, have less than 1% organic reach.

Aside from the vanity metrics provided to admins on the Page itself, the drastic change could go unnoticed without checking Insights often. Types of information found in Insights include:

• When the Page’s audience is most active by time and day
• Competitor Pages to watch
• Success of different post types based on average reach and engagement
• Actions taken on page:
  • Directions
  • Phone number
  • Website
  • Action button

2. Facebook Business Page Targeting

Facebook has some incredibly advanced targeting features within its Ad Manager, but an under-discussed free tool is its Targeting option for organic posts. Although this might actually limit the number of people who see the post, the recipients have expressed interest in the topic – making them more primed for conversion. To get started, simply create a new post and click on the cross-hairs icon to set a preferred audience.

3. Call-to-Action

Facebook Pages should be updated regularly, yes, but there is perhaps no better chance to turn onlookers into customers than with Facebook’s call-to-action (CTA). Whether it’s book services, visit a website or call now, companies can set their CTA to their ultimate goal for being on the network. The CTA is ever-present on the Page and its effectiveness can be tracked within Facebook Insights as well as third-party analytics system.

4. Pay Attention

Like an SEO professional keeps close tabs on Google news, it’s imperative for owners to be aware of Facebook releases. Each new feature is an indication of what Facebook thinks makes a quality page – responsive, complete, actionable, relevant. Keeping up with these features is quickly becoming the only way for businesses to compete for organic reach.

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