How To Optimize Your Commercial Mortgage Broker Facebook Business Page
Facebook offers a lot of ways to optimize your Facebook page. As a commercial mortgage broker, go through these methods to help you optimize your Facebook page for more reach and engagement.
1. Your Page Details
Add a professional profile picture to your Facebook page. It's much more important than your cover image because it will accompany every page update, even when it's shared to someone else's timeline.
The profile picture should be at least 180 x 180 pixels, that's square in shape.
Add a cover photo. A cover photo is a nice way to make your page more eye-catching. You can also use a video. The video should be 20 to 90 seconds and at least 820 x 312 pixels.
Enable a custom URL or “username” for your page. A username helps people find and remember your page. When you create a username, it appears in a customized web address (for example, facebook.com/yourcompany) for your page which makes it easy for people to type in the URL. It helps your page rank higher for that username.
Complete your “Description” field, you can use all the allowed 250 characters for original content.
Source: Facebook
Let me elaborate on that last thing on the list in more detail. While the main description field will limit you to 250 characters, the business story section will let you tell more about your business. This is very useful because the more original text you have here, the more opportunities you get to rank your page for business-related search queries. You can use this field to:
Add legal disclaimers.
Add a short business FAQ.
Describe your processes and services.
Tell your founder's story.
You always want Facebook users to get to your website easily therefore link your Facebook Business Page to your website. This will get the page rank higher for your business name, helping you in your reputation management efforts.
Apart from the major components listed above, there is more information you can add:
Your business contact details (phone number and email).
Your other social media accounts (Instagram, Twitter, Snapchat, Youtube, Pinterest, etc.).
A brief list of your products.
Your professional awards.
Your business story.
2. Select the Best Template
Facebook offers pre-made page templates to help you optimize your page for the types of the business you are running. These include:
Services
Shopping
Business
Venues
Non-profits
Politicians
Restaurants and Cafés
The template simply dictates the layout of buttons and tabs that have been found most efficient for specific business types. As a mortgage broker, the best template is likely going to be Services. This allows you to add the services you offer.
3. Select the Page Call To Action
Your page's call-to-action is located below your cover photo. Some CTA buttons are:
Book services
Get in touch
Learn more
Make a purchase or donation
Source: Facebook
To customize your CTA button, click it and select “Edit Button.” There plenty of CTA options you can choose from but the Send Message CTA button usually works better for mortgage brokers.
4. Enable Reviews
Nearly all potential customers consult online ratings and reviews before making a purchase. I am one of those customers, and I've noticed that Facebook reviews tend to be more positive than those on other platforms. This may be due to Facebook being a very personal platform, people don't go there first to vent their frustration at companies. On the contrary, they are there to talk to family and friends.
Therefore, Facebook is great for publicizing your customers' reviews. To do that, go to “Settings,” and click “Edit” next to “Review” to allow visitors to review your page. If things go wrong (and that may happen to the best of us), you'll be able to switch those reviews back off going forward.
5. Update and Engage
No optimization tactic can save your Facebook page unless you update it often and engage with your audience. There are a few audience-building tactics you can try:
Ask questions to engage your followers in discussions.
Post curated content.
Upload short, well-annotated videos.
Stream live videos from (virtual) events.
Upload images ( Collages quotes , team photos, etc.)
You can use visuals to further market your business, without being to “salesy” or intrusive.
To conclude, the overarching objective of Facebook is to stimulate engagement and produce valuable and exciting content. Therefore, tailor your language to your audience, be personal and personable, and use fresh and simple wording. Executing these optimization tips will improve your Facebook Business Page visibility and user experience, both of which are crucial for your success as a commercial mortgage broker.
