David McManus / 18th September 2018

Optimising your Facebook

Intro

Part of the reason Facebook continues to be a social media powerhouse is the constant updates and efforts to improve the platform. The most recent update has been the changes to the business page template.

At present, there are over 80 million businesses utilising social media to engage with their audience, about two-thirds of the 1.6 billion people around the world visit a local business Page or an Event Page every week. However, in recent years the activity of engagement and reach has worsened. With the decline of organic reach for Facebook business pages, the social media giant is making positive movements to ensure it remains an essential marketing tool for local and small businesses.

 

So what’s changed?

So to quickly recap: Facebook business pages all had one ‘standard layout’. However, with the recent decline Facebook are rolling out pages which are more relative to the industry or customer they serve. Most businesses will fall into the Business or Services layouts, although there are also layouts designed for Venues, Movies, Nonprofits, Politicians, Restaurants & Cafes, Shopping, and Videos. Each of these has a slightly different layout and showcases different tabs to make it easier for your visitors and customers to find the most relevant information for your business.

For example, the Restaurant layout has a ‘Get Directions’ button as the main CTA and offers a simpler layout with plenty of tab options. Relevant information such as hours, price range and recommendations are prioritised so people can easily take action, like placing an order or contacting you directly.

 

How do I set this up?

Facebook automatically implemented the update on all business pages on the 22nd of August, but don’t worry it’s not too late to change your template design. Here’s how to make the changes yourself:

  1. Click on Settings on your business page
  2. Select Edit Page
  3. Select edit template
  4. Choose your desired template

Facebook will inform you what your current template is, and which one they recommend for your page. Remember, choose the template that you think is right for your business, not necessary what the techies at Facebook think.

Here is a breakdown of the 10 different template options that are currently available:

  • Standard – good for all page types, with buttons and tabs to help showcase what’s important for your brand. This is what most pages are currently defaulted to, though Facebook will likely prompt you to select a more specific template below.
  • Services – designed to help people find your services and get in touch.
  • Business – designed to help you manage your business, including areas for special offers and job postings.
  • Venues – allows you to highlight information like your venue’s hours, location, and upcoming events.
  • Movies – allows you to highlight showtimes.
  • Nonprofit – designed to encourage people to fundraise and donate to your nonprofit.
  • Restaurants & Cafes – allows you to highlight your menu, hours, location and photos.
  • Shopping – designed to showcase products and make it easy for people to shop online.
  • Video page – designed to highlight video content on your page.

 

‘Our story’ feature

Another key feature of the new update is the ‘Our Story’ section. Not to be confused with ‘Facebook Stories’ which launched last year, this is the actual history of your business. This is an opportunity for you to be personable and relatable about your brand, try introduce your business with a fresh, welcoming image and title.

This particular part of the update makes it easier for consumers to recommend your business by posting text or photos directly to your business. Furthermore, there are action buttons at the top of Pages to encourage CTA’s. It’s never been easier to book an appointment, order a product, or write a recommendation.

 

Conclusion

These may not be the most radical of updates that Facebook have rolled out over the last few years. However, the new business template could help optimise your Facebook page to draw in new followers, and convert followers into customers. That’s not something you want to pass up on, right?