With nearly 2 billion users worldwide, it’s hard to ignore the potential of Facebook’s massive audience. Here’s what you need to know to optimize your Facebook business page to make the most of your social adventures.

Take Advantage of EVERY PART of Your Profile

In the same way that you wouldn’t send out official company communications on notebook paper, you don’t want to leave your Facebook page looking like anything other than polished company stationery. Make sure you:

  • Use a Recognizable Profile Picture. This is used at the top of your profile and as the thumbnail on all posts and comments. Consider using your company’s logo here.
  • Optimize Your Cover Photo. Choose something that’s high quality and interesting to your visitors. Consider optimizing this space with a call-to-action such as buttons for newsletter signups or links to your website.
  • Complete the “About” Section. New visitors to your Facebook page will stop here to find out what you’re all about. Make your description short and to the point to provide visitors with a quick, but interesting introduction.

Post Content That Engages Your Audience

Facebook offers tools to filter your sponsored and organic posts by demographic information as well as interests. Use these tools to tailor your posts for the best segment of your audience so you’re not cluttering up the feed of segments that may find some posts irrelevant.

To avoid reinventing the wheel, use the trial-and-error of those who came before you to craft your first Facebook posts, and then tweak them as you get feedback. Here is a good baseline as recommended by Facebook and some experts:

  • Include a Link. Facebook recommends that you use the built-in link format as they tend to receive twice as many clicks as those typed into an update.
  • Keep it Simple. If you keep your post to 40 characters or less, it will be likely to get the most attention.
  • Include Visuals. Never post just words, always include a photo, video, or other visual elements for maximum impact.
  • Stay Off-Peak. If you stick to non-peak hours, your posts will have a lot less competition and will tend to perform better.
  • Publish Consistently. When you keep it consistent, people will come to expect and look forward to your posts, and they will also be more likely to share posts.

Study the Facebook Insights Data

As with all aspects of digital marketing, analyzing the results of your activity and making small changes to future posts is an essential part of the process. Utilize Facebook’s Insights panel to find out what went right and what didn’t do so well so you know where to double down and what to scrap.

Manager of Content & Product Marketing at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.