(800) 689-1273
Facebook Twitter Youtube Linkedin
Prospect Genius logo

Prospect Genius

Menu
Log In
You are here: Home / Blog

The Only Checklist You Need for a Winning Facebook Page

Last Updated: August 10, 2017

Sick of hearing about how important Facebook is for your local business? Sorry, but you’ll have to get used to it! We can’t stop talking about Facebook—that’s how critical it is to your overall web presence. With more than 2 billion active monthly users, Facebook is indispensable.

However, in all our talk of how important a Facebook page is, we also need to explain what an effective Facebook page looks like. To that end, we put together a handy checklist of what you need on your page. This will attract the right attention, highlight your best attributes, and convince new customers to give you a chance.

Ready to start building your local business’s Facebook page? Let’s go!

1. Bare Necessities

Here’s what you absolutely must have on your Facebook page:

  • Profile picture. Show off who you and your business are. Using a logo is best.
  • Cover photo. Be a little more creative with your cover photo to reflect your personality. A group photo with your whole team is a great choice.
  • Accurate business category. Choose “local business” if you have a brick-and-mortar storefront or office that people can physically visit. Choose “company” if you operate out of your home or aren’t open to the public.
    • Accurate business subcategory. Choose a business type or description that best matches your company. Examples include “Pediatric Dentist,” “Massage Therapist,” “Appliance Repair Service,” and so on. Keep in mind, there may not be an exact, perfect match. However, there should be a subcategory that at least comes close.
  • Correct page name. Make sure the spelling, spacing, and punctuation exactly match how your business name looks elsewhere on the web.
  • Facebook web address. Create your own, custom address on Facebook’s domain. Ideally, it will be identical to your page name, minus the spaces. This makes it easy for people to find your page without having to use Facebook’s search bar.
  • Up-to-date contact information. You know the drill: add your phone number, street address, website URL, and email address so people know how to reach you.

2. Should-Haves

These Facebook page elements aren’t necessarily requirements, but you really ought to have them on your page:

  • Complete “About” section. There are several text boxes where you can write brief descriptions of your company, your mission statement, your products and/or services, and so on. Include keywords frequently so you’ll appear more often in related search results.
  • Call-to-action button. Add a button that will lead page visitors to take an action. You choose whether the action is to call you, email you, or visit your website. This makes visitors more likely to contact you, especially if they’re accessing your page on their phone or tablet.
  • Uploaded photos. People are visual creatures. If you can, upload pictures of your staff on the job, products you’ve made, before-and-after photos of projects you’ve completed, and so on. This reflects the people behind the company, and it also shows off your brag-worthy work.
  • Recent posts. People also want to see that you’re up to date and engaged with the world around you. They also love to see specials, discounts, sales, and upcoming events—all of which you should post about on your page.
  • Customer reviews. Get as many people to leave you reviews as you can. People put a lot of stock in online reviews. Reading feedback from past customers will verify they can trust you.

3. Features That Wow

These are a few, special frills that advanced Facebook users may wish to have on their local business pages to take them to the next level:

  • A badge that boasts your fast response time. Facebook only adds this badge after you establish an average response time to private messages within a couple of hours. Your page visitors will be impressed that you respond so promptly, and they’ll be more likely to contact you.
  • Engaging videos. If you want to take a step beyond photos, try uploading a few videos! Just make sure they’re brief (three minutes or less) and, most importantly, interesting. Use videos to highlight a special promo or to capture an impressive job you just completed.
  • Timeline “milestones.” Facebook’s “milestones” allow you to showcase significant dates and achievements. For example, let’s say you won a customer service award, hired a new team member, or were reviewed in a local paper. These are milestones you can add to your timeline. Why not brag a little about your success? It will definitely capture the attention of potential customers.
  • Facebook ads and boosted posts. These aren’t exactly page features, but they certainly improve your ability to engage with your audience. By creating ads or sponsoring posts, you’ll get in front of more people and spread awareness of your business. And reaching your desired audience is more than half the battle. You can learn more here: “Facebook Ads Are the Flexible, Affordable Tool You Need.”

This list is not exhaustive, either. As Facebook evolves to become more of a hub for local businesses, it continually rolls out new features and capabilities for business pages. Follow this blog or like us on Facebook to stay updated on any important developments!
Social media isn’t as easy as it looks. However, by completing the checklist outlined above, your local business’s Facebook page will be in great shape. Good luck out there!

Facebook Ads Are the Flexible, Affordable Tool You Need

Last Updated: February 15, 2024

Are you thinking about layering some social media on top of your existing marketing program? Would you like to connect with customers beyond your campaign’s currently targeted location? No matter what’s driving you to consider expanding your reach or growing your audience, Facebook Ads are a great option.
A budget-friendly alternative to Google AdWords and other PPC options, Facebook Ads offer tremendous flexibility. You can use them for virtually anything: seasonal promotions, important company news, special coupons, and more! You can also use them to spread the word about your business, get more Facebook Page Likes, and draw people to your website.
We love recommending Facebook Ads to our clients when they’re looking to take their campaign to the next level. They’re easy, affordable, and effective. Here are the top four reasons you should bring Facebook Ads into the mix for your company.

1. Facebook Ads Are Less Expensive Than Google AdWords

One of the most enticing aspects of Facebook Ads is the cost. Compared to other paid advertising models—namely, Google AdWords—Facebook can be significantly more cost effective.
Yes, Facebook Ads do follow a different model from AdWords. On one hand, AdWords ads are only shown to users on a search results page after they’ve purposely searched for a related keyword or topic. On the other hand, Facebook’s ads are a form of what we call “interruption marketing.” They’re similar to billboards on the side of the highway and TV commercials that interrupt your favorite shows. You aren’t particularly motivated in that moment to learn about the products being advertised; regardless, these advertisements are tucked away somewhere in the back of your mind, increasing brand awareness. And if the commercial or ad is especially memorable, you may even seek to find out more on your own.
So, when comparing the costs of Facebook Ads and Google AdWords, remember to account for the difference in models and goals. With Google, your objective is to get motivated buyers to click on your ad and ultimately call you. Meanwhile, with Facebook, your objective (typically) is to spread the word about your products and/or services and attract new social media followers in the process.
That being said, Facebook’s ad costs are substantially lower than Google’s. While a keyword-targeted ad for your industry might cost you $12 per click on AdWords, an ad with similar messaging may cost you just $2 per click on Facebook. Your audience on Facebook may not be as motivated to make an immediate purchase, but that’s why Facebook is a great tool for when you just want to broaden your visibility.

2. Facebook Ads Help Build Up Your Brand-New Page

Speaking of broader visibility: Using Facebook Ads is a smart move when you’re first starting out on the social network. You can design your ads so they encourage users to engage with your post and like your Facebook page. Facebook Ads include a highly visible call-to-action button, which says “Like Page” in this case, that users can click without having to navigate to your page separately. Removing this extra step from the equation makes people much more likely to follow through.
Therefore, when you’re first establishing your Facebook page and don’t have many followers or likes yet, Facebook Ads can prove vital. You simply upload photos, videos, coupons, and other attention-grabbing content, select which demographics you want to target as your audience, and Facebook does the rest. Before you know it, you’ll have significantly increased your page’s likes and followers and laid the groundwork for an attractive, appealing page.

3. Facebook Ads Help You Reach a Broader Geographic Audience

For some business owners, their concern lies not with building a Facebook presence, but with reaching out to customers just outside their targeted location. You see, if you’re doing any type of SEO as a local service provider, the marketing process involves targeting a specific geographic area (so you’re visible on Google Maps). Most of your business listings and online content will emphasize this particular town, city, or county.
However, some businesses may want to let their online audience know they serve customers beyond certain zip codes. In these cases, businesses can use Facebook Ads to reach people in different locations. When selecting your audience details, you can easily pinpoint the states and/or cities where your audience members reside.
So, for example, let’s say your business’s online presence focuses on Salt Lake City, UT, but you want to do business beyond that one city. You can create ads on Facebook that will display in front of people in Ogden and Provo, which are both roughly 40 miles away from Salt Lake City in either direction. This way, you’re able to expand your geographic reach without messing with your SEO.

4. Facebook Ads Are Super Flexible

One of the most beneficial features of Facebook Ads is their versatility. You can use these ads for just about any purpose:

  • Promote awareness of your company.
  • Get more conversions (clicks, calls, newsletter signups).
  • Increase people’s engagement with your content (likes, shares, comments).
  • Reach people in a specific geographic area.
  • Encourage people to visit your storefront.
  • Bring more traffic to your website.
  • Get more photo and video views.
  • And more!

As long as you have high-quality photos, graphics, or videos, you can create stunning ads that will capture the eyes of any audience you wish to target. Plus, customizing your ads is super easy. Facebook even has a tool that makes video creation a breeze! With Facebook Ads, you can reap the benefits of professional-looking advertisements without the high production costs.
So if you’re looking for the next step in your online marketing campaign, you’ve found it. Facebook Ads are the low-risk, cost-effective, easy-to-use solution you’ve been searching for. If you’re not a DIYer, talk to your marketer today about adding Facebook Ads to your arsenal!

Don't Be Afraid to Get Emotional in Local Search

Last Updated: July 27, 2017

At first thought, you might not believe emotions have anything to do with local searches for things like appliance repairs, junk removal services, or window installation. Indeed, these topics appear rather dry. However, as Ryan Shelley uncovers in his recent article on Search Engine Land, emotion is what powers every local search, and what ultimately leads to a purchasing decision—whether we’re conscious of it or not.

Pain and Pleasure as Motivation

In his article, Shelley discusses the two specific emotions that motivate consumers to make a purchasing decision:

  • The desire to soothe pain
  • The desire to obtain pleasure

Or, as he succinctly puts it: “Pain and pleasure are key driving forces behind every person’s action.”
Therefore, your online content should capture at least one of these emotions. For most local service providers, your appeal is your ability to alleviate your customer’s pain: You fix the broken washing machine that’s been making laundry difficult; you unclog the dishwasher that suddenly overflowed in the middle of the night; you troubleshoot the old furnace to figure out why their utility bills have been astronomical; and so on.
Of course, other businesses like car audio installers and home remodeling contractors are successful because they deliver pleasure: a fun, high-quality speaker system or a beautiful, new kitchen. You get the idea.

Target Your Customers’ Emotions in Your Content

It’s up to you to know your customer base and their motivations, and how your business makes life better for them. Why does a typical customer call you? What are the pain points they frequently wish to resolve? Alternatively, what are the luxuries they seek to enjoy? And, most importantly for either scenario, how does your business help them solve their problems and meet their specific needs?
Once you’ve answered these questions, you’ll have a much more effective presence in local search. That is, once all of your online content—including business listings, social media posts, and website pages—addresses them head on. Appeal to your customers’ needs and demonstrate how you meet them. By targeting their basic desires to seek pleasure and avoid pain, you’ll dramatically increase your leads and improve your chances of closing more jobs.
Want more details on how emotions help you connect with customers via local search? Read Shelley’s full article: “The Psychology of Search: Unleashing the Power of Connection.”
And to learn more about what it takes to enhance your local search performance, read our previous blog post: “Want to Dominate Local Search? Here’s One Thing You Need.”

Are You Doing Enough to Get Noticed on Facebook?

Last Updated: July 20, 2017

Today, Facebook essentially doubles as a business directory. It provides businesses with their own pages to display contact information, details about products and services, photos, and more. In this sense, Facebook pages aren’t much different from Google My Business listings. That’s why a growing number of people aren’t even using Google for local business searches anymore. Of course, Google is still dominating local searches, but Facebook is increasing in prominence.
Most small business owners like you are taking steps to be visible in search engine results. But what are you doing to make sure you get in front of consumers who never even make it to a search engine? What are you doing to get noticed on Facebook?
In this blog post, we’ll talk about why you can’t afford to ignore your audience on Facebook. Then, we’ll discuss some of the basic things you need to get in front of that audience. Let’s dive in!

Why You Can’t Forgo Facebook

Why isn’t a presence on Google enough? Because people are crowdsourcing their needs on social media, particularly on Facebook, like never before.
Think about it: The generation that came of age with social media is now the generation that makes up a large portion of first-time home buyers (the median age of first-time home buyers is 32). As they enter the world of homeownership, they’ve got a lot of questions. Whereas older generations might have called their parents or relatives for advice, the younger generation is turning to a space they’re more comfortable with—Facebook—to poll multiple friends simultaneously.
These days, it’s not uncommon to see Facebook posts like:

  • “Our water heater broke last night. Does anyone have a recommendation for a repairman?”
  • “Our dishwasher is clogged. Has anyone ever dealt with this before? Is it something we can fix ourselves?”
  • “Anyone know what might be causing our grass to keep turning brown? Should we call a landscaper?”
  • “Has anyone installed new windows recently? Ours need to be replaced and we’d love to get a quote.”

Beyond crowdsourcing, Facebook is simply the go-to platform for many members of this generation. Because they’ve been using Facebook for well over 10 years, it’s woven into the fabric of their daily lives. Virtually everyone they know has a Facebook profile. They expect businesses to have Facebook pages, too.
So, if lots of people are searching for topics related to your business right there on Facebook, and they expect you to have a Facebook page with all your info, why would you opt not to have one? Why not make it as easy as possible for them to find you? If you’re not on Facebook, they’ll likely find your competition, instead.

How to Make People Notice You on Facebook

Now that we’ve established how essential a Facebook page is for your business, let’s look at some ways you can get in front of the right people.
1. Flesh Out Your Page
Go through all the “About” sections on your Facebook page and fill out every detail you can. Make sure you include the correct phone number, street address, website URL, and business hours. Also, make certain your business category, i.e. what you do, is crystal clear from the moment someone lands on your page.
2. Don’t Forget About Photos
Include as many photos as possible! High-quality profile pictures, cover photos, and photos in your gallery are crucial in appealing to the visual nature of social media. Keep in mind, shared photos also perform better (reach more viewers) than written updates on your news feed. Overall, photos are a crucial avenue to get noticed on Facebook.

READ: “Why You Need High-Quality Images on Social Media to Build Trust”

3. Get Lots of Customer Reviews
People are constantly seeking social proof when considering a new place to visit or company to hire. Have other people used this company? Did they enjoy the experience? If people don’t see customer reviews on your page, they’ll assume you’re not particularly well known, which, in their minds, equates to you not being a reputable business. Therefore, you need to get as many customer reviews as you can.

READ: “How to Get More Customer Reviews Just by Asking for Them”

4. Boost Your Posts Regularly
With the way Facebook works for businesses these days, it’s difficult for your posts to reach a wide audience unless you pay to “boost” them. Sponsoring your posts is par for the course now. Doing so allows you to target your desired audience according to details like age, location, and interests. Then, Facebook gets your content in front of the right people.
Sharing an update without boosting it is like whispering into a noisy crowd. Boosting an update gives you the megaphone you need to rise above the constant din and get noticed on Facebook.
5. Engage With Your Audience
Facebook isn’t just about sharing your own updates. You also need to reply to people’s comments, like other people’s posts, and generally interact with your audience. This demonstrates to your page visitors that you’re active and involved and that you care about others.
6. Respond Quickly to Messages
Our last tip is very straightforward. When someone sends your business a private message on Facebook, respond ASAP. They’re probably asking you a question about your services, products, or business hours, and they require a prompt answer (or else they’ll move on to a competitor). Moreover, Facebook will actually do you a favor and let people know if you have a fast response rate. Next to the “Send message” option, your page will say, “Typically replies within an hour” or something similar. Facebook won’t display anything if you have a slow response rate, but you want to accrue these little selling points to make your business stand out.
Using these recommendations, you’ll sharply increase your chances of being discovered by local customers, even if they never search on Google. Good luck! And don’t hesitate to reach out if you have any questions.

A Google a Day Keeps the Doctor Away… Or Does It?!

Last Updated: July 17, 2017

Curious about where your company is showing up on the web? You might think, “Where’s the harm in quickly googling my business name?” And that’s where you’d be wrong!
Googling your company name may seem harmless enough, but it can actually have surprisingly negative results. Here’s how.

Google Keeps Track of Your Search Habits

Google’s algorithm is designed to return personalized results. Factoring in your search history, search terms you favor, what location you’re searching from, and other data, Google’s search results are tailored specifically for you. So when you search, you get different results than your neighbors or coworkers, even when you search for the same terms.
One way Google compiles data for personalized results is by paying attention to both your past searches and how you interact with search results. This way, it can deliver the most satisfying results to you. So, if you frequently search for a specific keyword phrase—perhaps your company name or your town name paired with a service you provide—Google takes note.

More Importantly, It Keeps Track of What You Click

Frequently googling your company name becomes problematic when you factor clicks into the equation. Since Google personalizes its search results for each individual user, it only wants to deliver results it thinks you’ll like. So, for example, if you search for your company name and don’t click on any of the results, Google’s algorithm assumes you didn’t like any of the results listed.
No big deal, the first time. But the next time you do the same search, Google is likely to display slightly different results. After all, you told Google (by not clicking on any of the results) you didn’t like the answers it gave the first time. And if you don’t click on any of the results the second time—or the third time, fourth time, and so on—Google will yet again assume you don’t like the results and try another variant. The cycle will continue.

Negative Consequences

That’s why it’s so easy to drive your company’s placement down the list in your own personalized Google search results. And it’s also conceivable that if you search for your own company or the same service phrase frequently enough, you could impact the results displayed when other people search, too.
So, while there can definitely be reasons to occasionally search for your own company or keywords, don’t make a habit of it! If you search too frequently, the only thing you can be sure of is that you’re skewing the results displayed.
If you’re definitely not getting an accurate picture of your company’s placement on the search results page AND you might be driving your listings down the results page, why do it?!

It’s Not Always Bad

Now that we’ve scared you straight about not googling yourself frequently, we do want to note the two reasons to OCCASIONALLY google yourself.

  1. Managing your reputation. The old saying, “All press is good press,” isn’t actually true. Bad PR can ruin a business by destroying your reputation and running off potential customers. That’s why it’s important to know what’s being said about your company online. The occasional Google search can help you do that. Alternately, you can let Google do the work for you by setting up Google Alerts. This service enables you to set specific keywords you’re interested in (such as your business name). Google will then send you a notification when it finds new results containing those search terms (blogs, articles, websites, etc.). This lets you keep an eye on what people are saying about your company WITHOUT constantly googling yourself.
  2. Keeping your competitors in line. Did you know that Google AdWords allows companies to bid on their competitors’ company names as keywords? That means when someone searches for your company name, your competitor’s ad could display on the results page. There’s no way to know if this is happening without doing the occasional Google search. And, unfortunately, you can’t prevent this kind of ad from appearing (Google won’t take them down, as these ads adhere to current AdWords policies). You can file a complaint if a competitor is using your trademarked name in ad copy, but the competitor can still bid on your name as a keyword. Googling yourself occasionally can turn up these kinds of ads. Once you know a competitor is bidding on your name as a keyword, you can decide how to proceed. For example, you may decide that turnabout is fair play and bid on their company name as a PPC keyword for your ads…

Find Your Balance

Balance is the name of the game when it comes to searching for your company on Google. Too frequently can create problems, but too infrequently can miss other problems.
Perhaps the best approach is “an occasional google keeps the doctor away,” but that doesn’t have quite the same ring…
Have questions about your company’s web presence? We can help!

Sign up for our newsletter!

Join our mailing list and receive regular updates on how to effectively market your small business, along with exclusive service promotions.
Please enable JavaScript in your browser to complete this form.