How Your Firm Can Use Facebook for Business

In 2004, Facebook started as a Harvard-exclusive online social network. Soon enough, it became open to the public and gained popularity to every internet user. In 2007, it began allowing companies to raise brand awareness and drive online sales through Facebook for Business. Now, there are over 40 million local business pages on Facebook, with 8 million of them created just between June 2012 and May 2013.

So, you might ask, ‘why are businesses flocking on Facebook?’ Facebook is inarguably the world’s largest social networking site, hitting the one-billionth mark on October 2012.  There are currently 1.49 billion monthly active users on Facebook as of the second quarter of 2015 which means your business’ target market is probably already there.

As an accounting firm, you can also utilise Facebook for Business as a part of your marketing strategy in order to reach your business goals. Here are the basic steps:

Set Up Your Page

First things first: you have to set up your business page on Facebook. Identify it under company, organisation, or institution and indicate your official name. Remember, Facebook only allows you to change your name once so select carefully. Put up a distinguishable profile picture like your company logo, then fill out other necessary information about your firm. Additionally…

  • Put a Cover Photo

Aside from your profile picture, your cover photo is an essential part of your page. Make sure it speaks essentially to your firm’s brand. The official cover photo dimensions are 851 x 315 pixels.

  • Customise Your URL

Don’t forget to change your URL – instead of the random numbers, change it to a recognisable one. Like your official name, your URL can also be changed only once.

  • Create Landing Pages through Custom Tabs

You can create landing pages within your page through the Apps section of your page. Create custom tabs and use it as calls-to-action (CTAs) to highlight your marketing offers like e-books and webinars.

Keep Your Content Fresh

Content is what makes a page influential that’s why you have to focus on keeping it relevant and up-to-date.

  • Auto-Publish by Scheduling Posts

Use the Facebook scheduling tool to make your posts consistent. This way, you can publish your posts in advance and be ahead of your tasks.

  • Put Meta description on Your Blogs for Optimisation

When publishing your blog on your website, don’t forget to fill out the Meta description to optimize your page. This will also appear as a short description when you post it on Facebook.

  • Pin Remarkable Posts

Use that pinning tool to highlight a post – a pinned post stays on top of your page. This is useful in promoting your daily blogs or, say, an upcoming event.

Make Your Page Visually Appealing

Here’s the thing: 63% of social media is composed of images and nearly 66% of updates are visual content. These stats show that people respond more on this kind of content and it is changing the way we approach marketing.

  • Put Images

Posts with images usually generate more engagement so make sure to attach an image to your post.

  • Add Milestones

Milestones are like highlights of your company’s history. Make sure to add events that are worthy on your timeline.

  • Create & Share Infographics

Most users respond to infographics and charts as they are more visually-oriented. Try creating on Piktochart, a web-based infographic software which allows users without intensive experience as graphic designers to create professional-grade infographics using templates or search relevant ones on Pinterest.

Monitor Analytics

To ensure that your Facebook marketing is effective, analyse your social media efforts through relevant metrics.

  • Use Facebook Insights

Facebook has its own analytics tool called Facebook Insights. Make sure to use this to measure your online presence and determine which posts attract engagement and visits.

  • Use Social Media Buttons

Ask your web developer to place social media plug-ins on your website especially on your blog and landing pages, and make them visible.

  • Monitor Activity through Third Party Apps

Additionally, you can use third party apps like HubSpot or HootSuite to monitor your activity on Facebook.

Interact with Your Followers

Lastly, don’t forget to connect with people. Remember, Facebook is a social networking site since it is meant for online networking.

  • Conduct Polls

Use questions or polls to gather significant data while encouraging interaction with your followers.

  • Tag Other Pages

Don’t forget to tag other pages when you share an article from another website or when you cite them on a related post in order to increase your views and/or engagement.

  • Let Page Admins Engage

Again, avoid being a “robot”. Show your followers that there is still a human who handles a company page and they are interacting with a real person.

The Outsourced Accountant supports Australian and New Zealand accounting firms by helping them understand and implement outsourcing solutions to help them become more proactive and truly add value to their clients. If you want to know more about outsourcing, call us at 1300 896 522 / 0800 452 853, and download our e-book.


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