10 Ways To Build A Brand Presence On Facebook - Braveheart Digital Marketing

Definitive Guide To Building Your Brand Presence on Facebook

Social media is an undeniable powerhouse for brand building in today’s digital landscape. And within this realm, Facebook reigns supreme, boasting billions of active users. For businesses of all sizes, establishing a strong presence on Facebook unlocks a treasure trove of potential. This platform lets you connect directly with your target audience, build brand awareness, cultivate loyal customers, and ultimately drive business growth.

Why Market on Facebook?

Over 90% of brands have a presence on Facebook, indicating that it is an essential platform for modern brand building. Additionally, 89% of global marketers use Facebook for marketing purposes.

Facebook’s advertising capabilities are also highly valuable for brands. Marketers can potentially reach 2.249 billion users through Facebook ads, giving brands access to a vast audience. 93% of social media marketers use paid Facebook ads, demonstrating the platform’s importance for advertising and promotion.

Furthermore, 54.3% of Facebook users follow and research brands and products on the platform, showing that consumers actively use Facebook to discover and engage with brands. 58% of people have browsed a brand’s website after seeing a product or service advertised in a Facebook Story, highlighting the platform’s ability to drive traffic and sales.

Facebook remains a crucial platform for modern brand building, with its massive user base, high brand adoption, powerful advertising capabilities, and consumers’ propensity to research and engage with brands on the platform.

Setting Up Your Foundation:

Building a strong Facebook brand presence starts with a solid foundation. This initial groundwork ensures your profile is optimized for discovery, reflects your brand identity, and creates a professional first impression. Here’s what you need to establish a winning presence:

Facebook Brand Page

Your Facebook page is the central hub of your brand. Creating a Facebook page for your company has many benefits; it makes your business discoverable in Facebook search, allows you to connect one-on-one with your followers, helps you reach a wider range of prospective customers and gives you deeper insight into your audience. Look at established brands like Whole Foods Market or Nike for examples of well-designed Business Pages. L.L. Bean’s corporate Facebook page connects with customers via cool photos, videos, and tips for outdoor adventures. The screenshot below shows how L.L. Bean also dedicates tabs to its “Free Shipping” policy, a “Base Camp” where customers can post photos using specific hashtags, and a “Join the Conversation” tab where you can sign up for L.L. Bean’s mailing list or follow its other social media accounts.

As L.L. Bean’s page demonstrates, your Facebook page is an extension of your business, and Facebook offers many methods of customization to properly represent that business.

In building your brand presence on Facebook, consider the following five tools:

Facebook Page Cover Photo

The cover photo backdrops your logo and rests at the top of your company profile page. The cover photo tends to change seasonally or promotionally to reflect relevant company updates and also allows you to creatively express your brand. Because of its large size, cover photos offer brands more real estate to work with, with a photo that can include brand messaging, campaign promotions, product images, and an endless list of options.

One of the best corporate cover photos is this one from Starbucks, which showcases products in-house in a warm, inviting way:

Optimize Your Profile

Username: Choose a username that clearly reflects your brand name for easy searchability. For instance, Ben & Jerry’s: [invalid URL removed] uses “@benandjerrys” as their username, making it instantly recognizable. Profile Information: Completely fill out your profile information, including a detailed description of your brand, contact information, and a link to your website. Categories: Select relevant categories that accurately represent your business type. This helps users discover your page when searching for products or services in your industry.

Facebook Page About Section

The about section is a tab in the navigation bar that resides under your profile photo and cover photo.

This section includes two elements. The first is your page information, which is your opportunity to share details about your company. This section includes sharing information—like a description, products, and links to other social media properties and your main website. See image below:

Facebook Page Milestones Section

The second element (refer to image below) is what Facebook calls “Milestones,” which lets you commemorate and share important events in the history of your brand with your followers, allowing your customers to experience your triumphs right along with you!

Facebook Page Timeline Section

Your Facebook page allows you the ability to post updates for your followers. Posting on Facebook is a key way to build followers and fuel your paid advertising efforts.

These posts can be comprised of text, images, links, non-native video (like a YouTube link), native video (a video posted specifically and originally on the Facebook platform), slide decks, and photo albums.

The image below is from the Facebook page for Sugarbush Ski Resort in VT after the first sizeable snowfall of the season. From the Sugarbush example, you can see how the resort is keeping up with its followers in real time with information (a snowstorm) relevant to the resort’s services.

Building Your Fan Base On Facebook

For marketers, building your fan base is a key activity to achieve through social networks. There are a variety of techniques that you can use to build fan followings, and we’ll explore them in this section.

Creating regular posts is an integral part of building and maintaining your Facebook page audience. You want your audience to seek out your posts, and that’s why it’s important that your content is entertaining, engaging, and informative.

Concurrently, it’s important to post the type of content that appeals to your target audience at optimum times.

Facebook Demographics

Being the largest social media network in the world, your target audience in on Facebook. As of December 2021, the current audience demographics of Facebook were between the ages of 25-54 and male:

When To Post On Facebook

No two days are the same. According to directom.com, you should avoid posting content on Tuesdays. Other days have varied favorable windows.

For example—for Monday postings, you’ll want to post between 11:50AM-12:10PM. Wednesdays are different. The window is a little longer, between 11:30AM-12:30PM.

Interestingly, as the week progresses, the publishing window increases. Thursday, anytime after 3:00PM is a favorable time, and on Friday, the range falls between 3:00-6:00PM.

Weekends tend to be underutilized by many brands, but the secret to weekend success is to publish lighter stuff or upcoming social events.

What To Post On Facebook

Video is key on Facebook. Videos receive at least 59% more engagement than other post types. Notably, Facebook live video generates 2x the engagement of pre-recorded videos.

Facebook Content Opportunities

Live Video:

Facebook’s live-streaming video solution makes up 20% of all video on the platform. As 82% of people would prefer a live video over reading a social post, it allows brands to create a deeper connection with audiences.

Reels

Reels are displayed at the top of the mobile Facebook newsfeed with Stories. Ads for reels provide an opportunity for companies to extend the reach of their stories.

Stories

Facebook users are able content via Stories, which expire in 24 hours. These are easily reshared to Facebook when originally posting on Instagram.

Facebook Ads

Videos tend to get a 20 to 30% increase in conversions compared to Facebook image ads.

Is your business established on Facebook yet? Are you effectively utilizing the social network to work for you? Don’t miss out on Facebook opportunities. Contact us today to increase your sales, reach, and more via the top social network!

If you need help amplifying your website content via social media, contact Braveheart Digital Marketing. We’re a social media agency in Manchester NH that can help you reach your target audience and achieve your marketing goals. Contact us today to learn more!

Definitive Guide To Building Your Brand Presence on Facebook

Why Market on Facebook?