Whether you’re looking to start a Facebook page for your shop, or you just need some fresh ideas, this guide is a good place to start.
A dizzying two billion people use Facebook every month. For businesses, it can help you find new customers, connect with like-minded folks, and build your own community. It can be hard to know where to start, but fear not! We’re here to help you get started and figure out how to make Facebook work for you.
Create your Page
First up, make sure you’ve created a page for your brand. Name your page, pick a category for your business, add images, and add a button to send people to your shop or website. Many people will discover your brand on Facebook before they see you anywhere else, so make a good first impression. Striking images and engaging words matter a lot.
Pro-tip: You can convert your page to a business page.
Browse the tools
Once you’re set up, take some time to familiarize yourself with Facebook’s various features for business pages. A few that you might want to consider using:
Messenger. You can turn on messaging so people can ask questions or get in touch without posting a comment. Be sure you have the time to answer your messages - if you don’t respond in a timely fashion, you may do more harm than good.
Customization. Add your Instagram feed, details about your business services, and even link directly to products in your shop. Browse through the customization guide for ideas and inspiration in how to make it work for you.
Groups. You can create a group for any shared interests among your community. This can provide a space where people can safely get to know each other and communicate with you more directly.
Publishing Tools. Use these tools to create and schedule posts ahead of time. You can pretty quickly create a week’s worth of posts in advance - save yourself some time and be more strategic about what you post and when.
Find your people
Once your profile is all set, let people know about it! Post from your personal Facebook account and invite friends to follow your business page. Shout about it on other social media platforms and in your newsletter, if you have one. Add a link to your page on your shop or other websites. Any printed materials are a great place to include your Facebook page URL, too. Business cards, and packaging are a few places to consider.
When you post, make it count
Say something. Your posts are what make people care about your page. You might post about new products, promotions, and events if you’re running a shop. If you are comfortable doing so, share something more personal. Try including things that express why you do what you do, remind people where they can find your work, and be yourself.
Show something. People react more to posts with strong visual elements, so include images with your posts. If you have lots of images, create themed photo albums. This is a great way to collect images and tell a story around your work.
Tag something. Where it makes sense, tag people and places. You’ll bring new people into the conversation and help your followers discover things they might like. Plus, it’s always good to support your craft fair’s cool venue or the band who opened your show last night.
Record something. Add videos to your profile and posts, either by uploading directly or linking to YouTube or Vimeo. Facebook also lets you live-stream video through Facebook Live. Could you use it to share a behind-the-scenes look of making or packaging your products?
Track your progress
Insights is Facebook’s stats feature, and you can use it to understand how people are interacting with your page and posts. Check in from time to time to see how things are going. Remix posts that didn’t catch on the first time. See if your theories about what people like panned out. But also trust your gut, and don’t get too caught up in the stats. Because Facebook’s algorithm is constantly evolving, what did or didn’t work last time may not matter next time.
Facebook is a business too and they pay their bills by selling advertising. Relative to other forms of advertising, it’s inexpensive and easier to fit to your needs. By targeting ads to people based on specific characteristics, you can increase the chances of finding someone who’s interested in what you’re promoting.
Before you try advertising, have a clear goal in mind. That will help you focus the content of your ad, your call-to-action, and who you choose to target. If your goal is to get people out to your next pop-up shop, you’ll approach it differently than if you’re trying to get more followers for your page.
Before you jump in, keep this in mind
You don’t have to start a Facebook page for your shop. Maybe your time will be better spent marketing on Instagram, Pinterest, or Twitter. We’re hoping these tips make things a little less daunting, but if you don’t feel like you have the time or energy to manage a Facebook page, just don’t do it.
It’s easy to get overwhelmed by Facebook. Try to think of it in simpler terms - a tool that can help you connect with people. That’s it. Be yourself, have fun, and try to create meaningful connections.
Don’t be too precious. Experimentation is essential. Everything you add, you can edit or delete. You’ll only begin to master Facebook by using it. Be patient. Your profile will evolve and improve over time.