Your first step to your business’s social media presence on facebook is quick and easy. In the five steps below, you’ll see how to create a page for your business.
1. Log in to your personal account on facebook. Go to Create > Page.
Select Business or Brand when asked to choose a category.
2. You’ll then be prompted to input an address, or you can click “Don’t show my address. Only show that this business is in the City, State region.”
3. Next, you’ll need to add a profile photo. You’ll want to use one that can be squared, the corners rounded/cropped, and at least 170 x 170 pixels in size (which is pretty small). We would ideally like to use our logo, but it’s not one that would work well in facebook’s profile frame:
If uploaded as is (as I did above), portions would be cropped. If I added white space to the top and bottom so the sides wouldn’t be cropped, the logo would be very hard to see when displayed at 170 x 170 pixels and smaller. As a result, I went with an icon version of our logo, created for purposes such as these. White space has been added all around to accommodate the round frame.
If your logo doesn’t work for your profile picture or you’d prefer to use a photo of yourself or some other image representative of your business, just be sure to regularly include your logo in your posts (preferably as an overlay on pictures related to the post).
4. Next up is your cover photo, which displays at 820 pixels wide x 312 pixels tall on computers and 640 pixels wide x 360 pixels tall on smartphones. The minimum size is 400 pixels wide x 150 pixels tall. Since the dimensions of your cover photo will vary somewhat in different environments, a simple landscape photo is your surest best – as opposed to including your logo or other text. (If you do go the route of including your logo or other text, be sure to include lots of white space, so the text does not get cropped regardless of the environment.)
A Quick Note About Graphics Software: If you’re not quite sure how to go about creating a cover photo that includes text or how to add white space to your logo, you may want to check out Inkscape (https://inkscape.org/), which is a free graphics editor that also makes a number of tutorials available: https://inkscape.org/learn/tutorials/.
For our facebook cover, I just used the main image included on our home page for continuity purposes.
You can “drag to reposition” if desired.
5. Finally, you’ll be asked whether you want to “invite friends to like your page,” which is recommended since pages with 10 or more likes get more engagement. If you want to wait until you’ve been regularly posting for some time before inviting a lot of people, you can start off with a small group of your close family and friends until you get better established.
And you are done! You have a facebook page for your business. Unfortunately, that was the easy part. The challenge is creating a regular posting schedule and sticking to that plan. How often . . . ? A number of sources cite one facebook post per day as optimal. If you can commit to that, great. If you feel like twice a day is better for you, just pay attention to your engagement. If those posts aren’t getting sufficient attention, facebook may decrease your visibility and put your posts into a “spamming” category. If you’re like us, once a week is a much more reasonable goal. Do what works for you and your business, experimenting a little to find your optimal posting schedule.
Good luck! Stay tuned for more posts about facebook. If you have any questions, feel free to leave a reply below.
My number one first suggestion to an individual looking to promote their business on any social media platform is to get to know your target. If you’re looking to create a facebook business account and reflections of your first facebook profile picture trigger a ‘wow, look how young I was’ reaction, you can probably safely cross this item off the to-do list. If you’ve got a sad, faceless, white silhouette or no account at all, your first step is to dive — head first — into the unknown realm and fully immerse yourself. The definition for full immersion (or your threshold for comfort in the new environment) will vary by person, but I would recommend you spend AT LEAST a few hours over the course of a week or so bravely exploring. While a great supplement, research cannot compare to real-life experience.
So I’m going to assume you have an individual account on
Pinterest, and you know that a ‘pin’ is an image most often representing linked
content, a ‘board’ is a stored collection of like pins, and the Pinterest site
or app is often used as a visual search engine.
WHO ELSE IS ON PINTEREST?
A closer look at Pinterest’s demographics (below) shows a
more female tilt (though that tilt decreases in intensity every year) with
other lesser represented demographics including individuals 65+ and people with
income less than $30k.
WHY ARE THESE FOLKS ON PINTEREST?
The big topics traditionally associated with the platform are
food and beauty/style. If your business
is focused on one of these categories, Pinterest is the perfect match for you.
The impetus for me writing this particular article is that
we are currently looking to promote our blog, Brand Building for Small
Business, on Pinterest. Since we’re
not a sure-thing kind of fit for this outlet, I went looking to confirm my
personal impression that DIY business topics do perform well. Pinterest’s top 100 trends for 2019 fall into
I hope your business is faring well here, because ours it
still on the fence. Actually, we may not
have even approached the fence yet. The top ten trends within each category are available on
Pinterest’s web site. Upon drilling
down, I see we have some potential in the Hobbies and Interests category: the first item listed is, “Do the hustle:
People are turning their passions into profits—from canning to DJing to online
tutoring. (Searches for side hustles at home +690%).” Apparently, lots of small businesses are
blooming, and these at-home entrepreneurs are turning to Pinterest. I’m optimistic that your review of the top
trends was equally encouraging. This
social media platform really has evolved significantly over the years, and I believe
a large percentage of businesses can find a comfortable home in today’s
MAKE YOUR BUSINESS PINTERESTING (sorry, just had to . . . )
1. Create Your Business Account
You can either add your business
profile to your personal one (by clicking in the top right corner, then “Add a free
business profile,” and completing the following prompts) or you can create a profile
independent of your personal account (log
out of your personal account, go to pinterest.com/business/create/,
fill in your email and password, click “Create account,” and answer the
questions that follow).
In that process, you’ll be asked whether you would like to
add the Pinterest save button to your browser.
While certainly not a necessity, the button can ease your future pinning.
2. Edit Your Profile
Click the pen to the right of
your business name for your business account settings. Your profile photo should be
consistent with your brand, square, and at least 600 x 600 pixels. In the About section, you have 160 characters
to be as descriptive as possible while including keywords and phrases that your
target audience might search.
3. Create Your Boards
Next, you’ll want to decide how to structure your
account. If you’re a photographer, you
might want to have boards for each type of photography you do (weddings,
babies, etc.). If you own a salon, you
could create a board for each type of service you provide. As a blog for small business branding, I’m
going to create a board for each brand component we focus on (logo design,
style guides, direct mail, etc.).
To begin, you’ll need to switch from your Business hub to
From your profile page, select boards, and click the plus
You’ll again want to be as descriptive as possible with your
board names while keeping keywords in mind and limiting your character count to
Return to the boards page, hover over the name of your new
board, and click the pencil icon to enter more details. Enter a description, choose an appropriate
category, and save your board.
Repeat this process for as many boards as you’d like.
4. Get Pinning
Next, you’ll want to add some pins to your boards, which
should include a mix of your products and services, related content that is new
to Pinterest, and related content already on Pinterest.
The easiest route of course is simply repinning, but you
usually need new content (in addition to your products and services) to make
your board worth following, though exceptions certainly exist.
If you chose to download the Pinterest save button to your
browser when creating your account, you can simply hover over pictures you’d
like to pin, and the Pinterest save button will appear at the top left of the
picture, as you can see below on our home page.
While a great neutral image, nothing specific is communicated and would
therefore be largely useless as a pin.
You want to use an image that is visually appealing and clearly conveys
the viewer’s destination if he or she were to click. Your logo is a nice addition but not a
Once you’ve got your image and are ready to add your new
pin, click on your applicable board, and click the plus sign at top left to
Upload your picture, add your title, explain your content,
and include a destination link. (Once
again, be mindful of keywords people might search to find content like yours.)
Quick Note About Rich Pins: With a business account on Pinterest, you have the ability to add greater depth to your pins for products, recipes, articles, and aps: – Product pins include real-time pricing, availability, and purchase information. – Recipe pins display ingredients, cooking times, and serving sizes. – Article pins show a headline, the author, and a story description. – Ap pins include an install button. While these additions can be very helpful, rich pins do require some initial groundwork. They function by displaying metadata associated with your content that’s included within the HTML of your website. For information on setup, see Pinterest’s Developers’ Overview on Rich Pins.
YOUR PINTEREST PLAN GOING FORWARD
Pinterest recommends you pin at least once per day during
peak times (i.e., evenings and weekends).
You can also schedule pins if you’d prefer to get a large amount ready
all at once. To do so, just select
“Publish at a later date” when creating your pins. You can schedule as many as 30 pins up to two
weeks in advance.
Happy pinning! If you
have any questions, leave a reply below.
To shamelessly borrow Nike’s slogan, forward movement is the best route for small businessowners looking to broaden their marketing and branding efforts into social media. If you’re a large company with a department or firm devoted to your marketing and branding, you likely have a person or staff of people responsible for social media, and they can analyze demographics, develop goals, create a content inventory, and schedule posts. If that’s a feasible undertaking for your business, this web site probably isn’t for you. Our target is the small businessowner, who is looking to embrace social media while simultaneously doing most everything else . . . which could include staffing, management, finances, strategic planning, daily operations, sales, and customer service as well as marketing and branding. Dedicating a huge amount of time and financial investment to social media simply isn’t feasible and is frankly unnecessary in order to be successful.
JUST DO WHAT?
So how do you move forward into this new corporate endeavor? Focus on what you know. For example, if you don’t have a personal
twitter account and aren’t really sure what or why one would tweet, that’s
probably not the best place for you to start.
We’ve recently decided now is the time to start promoting
our blog content on social media. Personally,
I currently frequent Facebook and Pinterest.
Bob, the other voice of Brand Building for Small Business, frequents
Facebook. (Frequent is actually probably
an overstatement, but he occasionally visits Facebook.) Since we have real experience with these platforms,
we have a pretty good idea of who else is using them without any research. However, a quick glance at the following
chart, and we can solidify our understanding of the demographics of the most
popular social media platforms.
Facebook and Pinterest’s demographics sufficiently align
with our target audience. We also know
from experience that our content would be an appropriate fit. . . .
“CONTENT IS KING”
What can you, on behalf of your business, contribute to
social media (with the expectation that a meaningful contribution yields
dividends for your business)?
At the risk of sounding repetitive . . . focus on what you
know. You are likely an expert in your field.
You may have managed to generate an income selling your products or
services. You possibly generate revenue
that supports a small staff of people. Or
maybe you just started out and are hopeful about the profits to come. Regardless, you likely have a wealth of
You also no doubt have a personality. I’m sure you’ve got a pretty great one at
that. You may be clever, witty, cultured,
or sarcastic. You may be optimistic,
dark, curious, or creative. You have a
voice. Hopefully, that voice is
reflected in your brand, and you can express yourself and your brand on social
media, resonating authenticity with your audience.
A FEW GREAT EXAMPLES . . .
The popular brand of toaster pastries Pop-Tarts has a
Twitter account bursting with personality. . . .
Pop-Tarts’ parent company, Kellogg’s, has a more conservative brand and voice. They have approximately 98,000 Twitter followers while Pop-Tarts has 205,000. With a 280 character limit (up from 140 a couple years ago), a little bit of creativity goes a long way.
A provider of furniture and home goods, Wayfair utilizes the
visual nature of their business on a platform optimal for visuals. Wayfair has approximately 1.3 million
followers on Instagram, and they most often post pictures of their products
with simple captions that engage, entertain, or educate. Many posts will lead you to the link in their
bio, which ultimately leads you to shop the pictured items on their web site.
Digital media website Mashable uses Pinterest as an outlet
to reinforce brand awareness and drive traffic to their web site. They have 58 boards, ranging in topic from
“3D Printing Creations” to “WTF” . . .
Mashable has 10 million+ monthly viewers on Pinterest.
A JOURNEY WITHOUT A MAP
Let’s say you glean some inspiration from these social media giants, and you create accounts for your business on the platforms you frequent; you begin regularly posting content – at least once per week – that is optimal for that platform (based on your personal experience), your products or services, and your unique brand; you promote your social media presence as part of your brand on all advertisements, correspondence, etc.; and little by little customers AND potential customers start following you. Fantastic! What now?
According to Comm100, some commons social media goals are to:
Connect with Customers
Increase Brand Awareness
Drive Traffic to Your Website (directly from
social media and indirectly by enhanced search engine results)
Generate Sales and Leads
Boost Brand Engagement
Increase In-Person Sales
Build a Community
Improve Customer Service
While one or two items on this list may be more important to you than others, all of the goals are worthwhile in some respect. See what develops for you as time goes on. You may find that your most useful outcome of social media is invaluable market intel that comes from the comments on your product posts that you originally hoped would generate sales. Or perhaps people start leaving reviews for you on Facebook, which become an important tool in converting leads into sales. Maybe you find that you get complaints via social media that provide an opportunity for you to offer outstanding customer service in a very public way. Navigating without a roadmap means you need to pay attention to your journey. Try to find an opportunity in the issues that arise. Be open to suggestions. Think of creative ways that you can utilize and expand upon the positives you encounter. Grow and evolve. And be patient. Good luck!