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79
How-to 13 min read November 25, 2019

How to create business pages on social media

Social Media Marketing (or SMM) is one of the most relevant ways to acquire traffic and increase brand awareness. Advertising campaigns in social networks are flexibly customized to generate the desired leads and are effective for both start-up projects and popular large companies.

Creating a business page on Facebook

The social network Facebook is the largest social network in the world with more than two billion members.

Facts about Facebook

  • Facebook's daily audience in 2017 was 270 million users;
  • 82% of the Facebook audience is 18 to 54 years old;
  • over 50 million companies have set up Facebook business pages;
  • 44% of customers say Facebook affects their purchasing decisions;
  • The average click-through rate (CTR) of Facebook advertisements is 0.9%;
  • a quarter of users who clicked on an advertisement make a purchase.

Let's consider how to create a business page on Facebook and make it attractive.

How to create a business page on Facebook: a step-by-step guideline

1
To create a page on Facebook, click on the triangle in the upper right corner:
How to create a business page on Facebook
2
Select "Create Page" in the pop-up menu:
Company page on Facebook
3
Choose the type of the Facebook business page:

  • business or brand is suitable for getting the audience acquainted with your goods or services, increasing brand awareness and expanding customer reach on Facebook;
  • community or public figure is focused on publishing various content intended for group members.
Business or brand page on Facebook
4
Enter the name of the page on Facebook and select the appropriate category. Then fill in the information about the address, phone and select the city where the company is located. Then click "Continue":
Creating a Facebook page for business
5
Design the page by selecting the profile and cover photos and upload them:
Profile picture on Facebook
6
On Facebook, a business page may have a unique username for easier navigation. Let's specify it:

  • select "Create Page @Username":
Username of the page FB
  • then indicate the name of the Facebook business account (up to 50 characters):
Create page username on Facebook
  • we get the Facebook page for the company with its name in the address:
How to change page address on Facebook
7
As a final step in creating a business page on Facebook, we'll write a brief description and add a call-to-action button.

  • enter information about the page — a short description, the website address, and whether there is a Wi-Fi hotspot:
Page info on Facebook
  • add a call-to-action button:
Call to action button on Facebook
  • choose the appropriate option from the proposed list:
Add page button on Facebook
  • specify how purchases will be made — either on another website or in a shop on the Facebook page:
Redirect from Facebook page
  • finish creating a button:
Creating a page button on FB
As a result, we were able to both create a company account on Facebook and decorate it with a branded design, a unique name, address, contact details, and a button for visiting the website and making purchases there.

Adding the Facebook widget to a website

1
Let's get the widget code in the developers' panel, select the "My Apps" section there:
Facebook for developers apps
2
Create a new app ID, indicating its name and contact email:
Creane a new app on Facebook
3
Then we get our app ID which is required to get the widget code:
App ID in Facebook for Developers
4
Then go to the "Page" section and click "Get Code":
How to get Facebook code for website widget
5
Select the name of the created application identifier and language, then get the generated widget code:
Creating a Facebook widget for the site
6
Install the Facebook page widget on the website using two small fragments of code.

  • Add the HTML code to the website where you want to locate the widget replacing the "page-name" with the desired address:
<div class="fb-page" data-adapt-container-width="true" data-hide-cover="false" data-href="https://www.facebook.com/page-name" data-show-facepile="true" data-small-header="false" data-tabs="timeline">
<blockquote cite="https://www.facebook.com/page-name/" class="fb-xfbml-parse-ignore">
<a href="https://www.facebook.com/page-name">Facebook page</a></blockquote>
</div>
  • Add the JS code to connect with Facebook. You need to replace the application identifier number (appID) in it with your own:
<div id="fb-root"></div>
<script>(function(d, s, id) {
  var js, fjs = d.getElementsByTagName(s)[0];
  if (d.getElementById(id)) return;
  js = d.createElement(s); js.id = id;
  js.src = 'https://connect.facebook.net/ru_RU/sdk.js#xfbml=1&version=v3.2&appId=2560757614144018&autoLogAppEvents=1';
  fjs.parentNode.insertBefore(js, fjs);
}(document, 'script', 'facebook-jssdk'));</script>
7
Place the edited code after the opening <body> tag. As a result, a Facebook widget will appear on the website:
Facebook widget on the website

Creating a business page on Instagram

Facts about Instagram

  • The monthly active audience of Instagram is 800 million users;

  • Instagram ranks second among the most popular social networks, second only to Facebook;

  • 90% of Instagram users are under 35 years old;

  • as of 2017, 71% of companies in the USA were present on Instagram;

  • 98% of the top 100 brands in the word according to Forbes have an Instagram account;

  • the level of interaction with brands on Instagram is ten times higher than in other social networks.

How to create a business page on Instagram: a step-by-step guideline

1
A professional Instagram account is linked to a Facebook page. Therefore, to create a business page on Instagram we'll connect a Facebook business account.

To do this, we'll go to Instagram through the administrator's personal Facebook profile who manages the previously created Facebook business page. Then go to settings and select "Switch to Professional Account":
How to switch to professional account for Instagram
2
Link the necessary Facebook business page:
Connect your Facebook page to Instagram
3
Review the correctness of the information you have copied from the business page on Facebook:
Import Facebook data to Instagram
4
Confirm that you want to convert the account to Business Profile:
Convert to business profile Instagram
5
After that, edit your profile and specify the website address and the account description:
Business page description in Instagram
6
Edit your contact options by specifying your email and phone number:
Contact options in Instagram
7
As a result, we get a business page with the following buttons:

  • "Contact" for calling or emailing a company; if you choose to email a company, an email client opens;

  • "Message" for sending a direct message to a company within Instagram;

  • If you click on the location, you can get a route to the company's office via Google Maps.
Contact data in the Instagram profile

Adding the Instagram widget to a website

You can create a widget using the Instagram developer's panel Instagram or use a simpler ready-made solution:

How to create Instagram widget for the site
  • then choose HTML as your platform:
Instagram widget creating for the website
  • press "Get Code":
Instagram widget HTML code
  • implement this code on your website in a place where you want the widget to be:
<div class="taggbox-container" style=" width:100%;height:100%;overflow: auto;"><script defer src="//web.taggbox.com/app/js/embed.min.js" type="text/javascript"></script><div class="taggbox-socialwall" data-wall-id="24610" view-url="https://taggbox.com/w/24610">  </div></div>
  • as a result, an Instagram widget will appear on your website:
Example of Instagram widget on the website

Creating a business page on LinkedIn

LinkedIn is the #1 social network for the B2B segment.

Facts about LinkedIn

  • 562 million members are registered on LinkedIn;

  • The monthly active audience is 260 million users;

  • 92% of B2B marketers use LinkedIn as a promotion tool;

  • 44% of LinkedIn users make over 75 thousand dollars per year;

  • LinkedIn generates more than half of social media traffic to B2B websites and blogs.

How to create a business page on LinkedIn: a step-by-step guideline

1
To create a company page on LinkedIn, go to the "Work" menu section:
Creating a business page in LinkedIn
2
Select "Create a Company Page":
Create a company page on LinkedIn
3
Choose a page type to create a LinkedIn Page:
How to create a LinkedIn page for business
4
Specify the company name, the page address (it is generated automatically, but you can edit it if necessary), and the website address:
Page identity in LinkedIn
5
Select the company's industry, size, and type:
Company details in LinkedIn
6
Select the logo image, upload it; then add a brief description and verify that you have the right to act on behalf of your company:
Profile details in LinkedIn
7
See the greeting message from LinkedIn:
LinkedIn company feed
8
After you have created the company profile, you can edit the information about your business, your logo, and a tagline:
Page info on LinkedIn
9
Next, specify the phone number, the year of foundation, select the number of employees and your company specialties (up to 20). You also need to specify at least one location. After you specified the information, press "Save":
Business contacts on LinkedIn
10
As a result, you will see your page with access to analytics and an opportunity to publish posts:
Example of a company page on LinkedIn

Adding the LinkedIn widget to a website

  • Go to the LinkedIn plugin section to get the code. Specify the company name, choose the language and click "Get Code":
Creating a LinkedIn widget for the site
  • embed this code to your website replacing the data-id with your value instead of "26227119":
<script src="//platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script>
<script type="IN/FollowCompany" data-id="12664388" data-counter="top"></script>
  • as a result, you will get a compact LinkedIn widget for your website:
LinkedIn widget on the website

Creating a business page on YouTube

Facts about YouTube

YouTube is the most popular video hosting in the world.

  • YouTube's daily audience is 30 million users;
  • there are 1 300 000 000 users on YouTube;
  • 80% of people aged 18 to 49 watch YouTube;
  • 5 billion videos are viewed on YouTube every day;
  • 65% of YouTube users are aged 25 to 54 years.

How to create a business channel on YouTube: a step-by-step guideline

1
To create a YouTube channel, go to your Google business account. If you don't have an account yet, create it first. Select YouTube in Google applications:
Creating a business channel on YouTube
2
Click on the userpic on the right and click "Your channel":
Company channel on YouTube
3
Set up the appearance of your channel by clicking "Customize channel":
How to customize YouTube channel
4
In this section, we are designing a channel by adding channel art:
Add channel art on YouTube
5
After uploading a cover picture, specify the channel information in the "About" section. Add description, contact email, and your country:
YouTube channel description
6
Finally, you will get the YouTube business page:
Example of YouTube business page

Adding the YouTube widget to a website

To add a widget, you will need the channel ID; you can take it from the URL of your business page:
How to know channel id on youtube
Go to YouTube's developer's sections where the process of configuring the "Subscribe" button. Type your channel ID, select layout type and get code that you can add to your website:
YouTube developers section
Add the generated code to the website page, replacing the "data-channelid" value with the respective one for your channel:
<script src="https://apis.google.com/js/platform.js"></script>
<div class="g-unsubscribe" data-channelid="UCFZRhLM25KZdH2gglqWD53w" data-layout="full" data-count="default"></div>
We'll get a YouTube widget on the website that allows you to subscribe to the channel:
Youtube widget on the site

Conclusion

Social Media Marketing (SMM) is one of the major instruments to attract a wide audience to goods and services. When creating an SMM strategy and choosing social networks where the company will be promoted, it is important to take the existing differences into account:
1
Facebook is the most visited social network in the world. It mainly focuses on an adult audience that confesses that the social network affects their purchases. Therefore, it is recommended that practically any business create a business page on Facebook.
2
Instagram has the highest level of brand engagement.
3
LinkedIn is most popular in the business-to-business segment. This social network has the wealthiest audience.
4
YouTube is the most popular social network for posting and viewing videos in the world.

This article is a part of Serpstat's Checklist tool
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Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.
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