Having a Facebook page for your business can provide you with positive results. If you talk to people, chances are that a vast majority of them will have a personal Facebook page, and will check it at least once a day. For many people, it’s one of the first things they do in morning.

Your Facebook business page is separate from your personal page. And while you need a personal page in order to create a business page, you don’t need to be posting anything to your personal page if you don’t want to. Your business page is a separate persona, it represents your brand. So the updates you’re posting to it will be about your business and your product, you don’t want to be sharing personal images (unless that’s part of your brand).

Before we jump in to setting up your Facebook page, and why you should have one, we want to emphasize that you can’t just create a Facebook page and then ignore it. It’s not going to do your marketing for you. If your page isn’t maintained and updated potential clients won’t know if you’re in business or not. And perhaps more dangerous is that competitors can use your page to interact with your customers.

Getting started

If you already have a personal Facebook page, awesome. If not, you can set one up using your business email address. One thing we highly recommend is setting your personal Facebook page to Private. This just helps to ensure that potential customers aren’t clicking around and stumbling on your personal page and accessing information you may not want them to see

When you’re creating your embroidery business Facebook page, make sure you fill in all the details about your business. Think of it as your website – you don’t want to leave information that will help customers find you. If you have a website, a physical address, a phone number, etc. – fill these all in. Pay particular attention to the short and long descriptions. If a customer is searching for embroidered dog collars, and that is part of your niche market, if it’s not in your long description, search engines won’t point to your Facebook page, and that customer won’t find you.

Take some time to really think about what keywords you want in the short and long descriptions. Make sure your spelling and grammar is all correct – nothing hurts a business’ professional image like bad spelling and grammar. If you’re not confident in your writing ask someone for help, either to write the copy for you or to at least give is a read over.

What does your business do: custom embroidery, t shirt printing, corporate wear, sports jerseys. Where is your business located, the town and the region of the city: downtown, business district, north end. What keywords and phrases relate to your business that your customers would likely input into a search field if they’re looking for a product you offer?

Create a call to action. What do you want people to do once they visit your page? Do you want them to visit your website to place an order? Call you directly? Send you a message?

Before you hit the save button, make sure you input both the page image and profile image. The page image is a great opportunity to showcase some of the work you do. It displays across the top of your Facebook page and so has plenty of real-estate to show off your custom embroidery. Your profile image can either be your business logo, or a professional image of yourself – whatever fits your brand. If you’re advertising yourself as a home-based business and you are your brand it’s okay to have your face there. If your attitude is a bit more professional, get your logo in there. Make sure their high quality images too. Just like spelling and grammar count, image quality counts too.

Your Facebook page is live! Now what?

Just like your website (if you have one), your Facebook page is an extension of your embroidery business, it’s a marketing tool, it’s a communication tool. And so you really need to treat it as such. If you get an email from a customer, you respond to it within a reasonable time frame, and the same hold true for Facebook. If someone comments or sends you a message reply back to them. That’s how the client has chosen to communicate with you, so don’t ignore it. Even if just to say “thanks for the feedback, we love it too.”

If you get a complaint on your page, don’t ignore it or delete it. Think of it as an opportunity. You now have the opportunity to resolve the issue. Simply apologize (we prefer the “I’m sorry” approach as opposed to the “we apologize”) and ask the customer to phone or email you so that you can work together to solve the issue. Your ability to handle complaints will translate to how other customers interpret how you will treat them as well. Oftentimes a customer who’s issue was resolved in a positive experience will be a more loyal customer in the long run.

You don’t have to have a scheduled plan or what you’re going to post, how often, and when, at least to start. You may find over time that creating a schedule will help you – knowing when you need to publish a post about an upcoming promotion, or making sure that at least once a week an image or video of your work is published so there’s always fresh content. We recommend 2-3 times per week as it really helps to show that your business is active and gives customers more opportunity to interact with you (without being annoying and spamming).

Facebook in general is a casual place, and so your language in your posts and comments doesn’t need to be as formal – but remember it’s public and to always check your spelling, grammar and appropriateness. Posts don’t have to always be selling something but always ask yourself before you post “will this have a positive influence on my business?”

What to post

  • Pictures of your completed work
  • Videos or your embroidery machine running
  • Customer testimonial
  • Pictures of you at a trade show or event
  • Promotions
  • Employee bios

Get people to your page

Your next step is going to get friends and customers to starting liking and following your page.

  • Invite your friends to like your page
  • If you’re posting a customer product, send them the link to the post and ask them to like it
  • Make sure your Facebook link is on your website and in your emails
  • Participate in groups that are relevant to your business because when you comment people can follow your profile back to your page
  • And most importantly: Post good content – give people a reason to like and visit your page

Once you’ve gotten the hang of Facebook there’s one other feature you can use to help you gain visibility. The “Boost Post” button. Facebook will push your boosted post to the top of your followers’ newsfeeds, making in more likely that they’ll read the post and interact with it. You can get data on the post to see how well it did and learn from there. Be selective about what you boost, it is going to cost you money and so should be considered in your marketing budget. Likes and Shares on Facebook don’t always mean more revenue for your business, they can help generate interest and visibility, but when you’re paying for marketing you want to give customers a call to action and a reason to purchase.

Your Facebook business page is part of your relationship with customers. It gives you an opportunity to interact with them where they’re most comfortable, and gives you a place to share all the great work you do. Make Facebook a part of your embroidery business marketing strategy.