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Anyway, on with the show….
You’ve got your customised Facebook Cover Image. In fact, with Facebook – you’re all over it. You’re re targeting on adverts, funnelling away, pixelled up. You’ve custom audiences and your content is exclusive and original. You’re nailing it. Except, well, chances are, there are Two Places On Facebook where I think you’re probably missing out.
1. Your Facebook business page cover image.
2. Your Facebook business page profile picture
I’m not talking about the graphic.
I’m not talking about the debate over whether to put a # in the image, your url or a call to action.
None of those things.
We’ll start with the Facebook cover image for your business page. As an example, we’ll use one of my all time favourite brands – John Lewis. This is their Facebook page. Looks great, doesn’t it?
Now, click on their cover image, and what happens? We get their cover image, and when we look to the right, we can see the date that it was posted. And that’s it. There’s no descriptive text, hashtags, urls, calls to actions, solutions to my shopping woes. Nada.
This makes the Weston Communications Team sad. Because your Facebook cover image is your very first – literally your first (not to mention the biggest) piece of online real estate on Facebook. People who come to your page click on it. They want to know more about your business, your values, your offers, your online presence.
Here’s what our Facebook cover image looks like when you click on it….
Can you see the difference?
If you don’t feel that it’s a place to sell to your community from, that’s fine. Why not instead, provide them with insights into your business? People buy from people that they know, like and trust. So use this prime space to tell them about your community endeavours, your CSR activities, how you’re invested in your teams and share testimonials with examples of where you’ve gone the extra mile.
For those of you who want to measure and track, it’s a good idea to use a unique url – perhaps something tiny.cc or bit.ly – so that you can measure the click throughs on this. Remember though, that people are more suspicious of these links, and prefer to click on www.johnlewis.com/ ….. links when they can. If you don’t want to go down the shortened, custom url route, why not instead, use a url that’s to a specific product or section of your site? You can benchmark using Google Analytics (this is a link to our friends over at Social Media Examiner), to measure the volumes of traffic coming into your site. Set up a report on that specific page and have it emailed to you weekly, so you can see if the traffic is increasing.
And finally, once you’ve done this, please go and repeat the whole process again, for your profile picture on the same page. Yes, after your Facebook cover image, your Facebook page profile picture is the next port of call for your visitors.
We have a phrase, here at Weston Communications. It’s “Crack On”. We’re hereby challenging you, to make this the very next thing that you do – #CrackOn and add something – anything, to your Facebook cover image. And then, do the same with your profile picture. We’d really like to see some examples of people putting this into action and will feature them in future posts here on our blog – we want to see examples of businesses #DoingThingsDifferently – will you share yours with us? Email firstname.lastname@example.org with a link to your Facebook business page, so we can check out your cover image.
Over and Out for now
PS. Andy, if you’ve read this far – thank you. We love John Lewis. We love the teams, the work, the partnership. We would be happy to chat with your teams about some other quick wins they can have, online, if you want to invite us in for a hot chocolate?
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