CHALLENGE #1: DEVELOPMENT AND PROMOTION OF A FACEBOOK PAGE FOR YOUR TRANSLATION BUSINESS

As you remember, I promised to prepare something special for SFT blog subscribers and members of our Facebook group instead of weekly promo campaigns. Today it is high time to start our first challenge!

On May 12, 2017, I published a poll asking about the topic for the first challenge. Based on the poll results, during this challenge we will create, develop and promote your Facebook page for business.

You can take part in the challenge by posting a link to your existing Facebook page for business HERE by the end of this week (until May 21). Also, add the number of likes you have before the challenge to track the progress.

If you don’t have a page yet, below you will find detailed instructions that will help you to start your first page and fill it with initially required information.

Do not bypass the instructions if you already have a page! You will definitely find some tips to improve your current page.

The challenge will be structured as follows:

  • I will be publishing instructions related to a certain aspect of your Facebook page for business during the next several weeks.
  • You will follow the instructions, ask questions (if any) and share what you have done in our Facebook group
  • We will discuss the results of each stage in comments below this post so that each new member can easily find the discussion.

How to Create a Facebook Page for Business

Log into your Facebook profile. Click a triangle icon next to Quick Help item in the upper left corner of the top menu. Choose Create Page option.

Create Facebook Page

On the next page, you will need to select a page type. I recommend using Local Business option as it has a number of presets that are very useful for local business purposes. In addition, it will be easier to reach local customers and provide more information about your business than with any other type of pages.

If your target audience is located in another country, it is better to choose Company, Organization or Institution.

Facebook is developing a Global Pages feature that will become available to all users soon. Using this feature you will be able to create multiple pages for different markets and combine them into a single network.

Then select Busines Service in the first line. Fill in other details like your business name, address, location and phone number. These fields are mandatory. You will be able to change your page name later, but I recommend to set it right from the very beginning.

If you already have a kind of brand name for your freelance business, you shall definitely use it as your Facebook page name to create a consistent online presence.

If you are just starting, consider the following when choosing a name for your business page:

  • Use industry specific keywords in your page title (translation, translator, etc.)
  • Consider your language pairs or target language (e.g. Russian Translator)
  • Add your name if you want to tie up your business with your personal name (e.g. John Doe Translation Services)
  • Alternatively, you can use branded approach (invented name for your business, e.g. QuickTrans or A-Z Translations, etc.)

Click Get Started when ready. You will be redirected to a newly created page. Now you can proceed with further settings.

Initial Settings for Your Facebook Page for Business

  1. Page tab is used to manage all aspects of your business page. Here you will find some tips and sections that will help make your page better.
  2. All messages received from page visitors will be stored in this section. You can also set up a response assistant for this section. We will get back to this option later.
  3. Everything that happens to your page will be displayed in the Notifications section: new likes, mentions, shares, etc.
  4. Insights section provides comprehensive analytical tools to keep track of your page performance.
  5. Publishing tools allow scheduling various posts to keep your page updated regularly even if you don’t have time to publish new content at this time.
  6. Settings section provides a deeper level of customization options. I will cover this topic in details later.
  7. This is a place for your logo or portrait photo. Think about your brand identity and decide which one is better. I use my personal photo for the international page (Russian Translator Pro) and a logo for my local translation bureau (Translator.kg).
  8. The Cover image is a perfect place to put important information about your business. Don’t use too much text here. It is better to select a descriptive image and add a short sentence covering your Unique Selling Proposition. You can read more about it in my previous post about personal branding for freelance translators. I use Canva to create cover images for my social profiles. You can take inspiration from these free beautiful templates.
  9. Call-to-Action button is a perfect way to help prospects contact you. Currently, you can choose between several options including some ordering applications offered by third party developers. It is hard to tell which call-to-action will work better for the page. Based on my observations 65% of my local customers use a mobile version of Facebook app and Call now button with my phone number is the best option in my case. You can test each of the provided options and find out which one is better for your business.
  10. In this field, you can invite friends to like your newly created page. Further, I will provide some tips on how to invite people to like your page even if they are not your friends.
  11. Click this links to see other tips provided by Facebook to improve your page performance. In addition to the above options, you will be able to add a username to help people find and mention your page using @UserName format, set up your business hours, add a link to your website, and fill in the section with a short description. Page tips will pop up from time to time in the right sidebar of your page if you have not used some of the available options yet.

Finally, go to About tab in a left sidebar menu to add some more details about your business:

On this page, you can change your Facebook page category, name and username, add more details about your business and indicate the start date of your business. Click Edit link in the Category section and add Translator. Your page can have up to three categories.

In addition, you can provide such contact details as email address, website, and other relevant accounts, e.g. Instagram or Twitter. Also do not forget to prepare a copy for your Story, About and Impressum sections.

This is all for the start. I think this information is sufficient enough to start your first Facebook page for business the right way. In the next post, we will go into details about fine tuning your page with instructions about page layouts, privacy settings, messaging, page roles and so on. This way we will develop a perfect page for your freelance translation business.

When customization is done, we will proceed to the promotion of your page to help you spread the word about your business and find new clients.

When you set up your new page or make changes to your existing page using the above information, please, share your comments and questions below.

I will try to answer all of your questions.

Keep an eye on our Facebook group and get ready for the next step!

About Simon Akhrameev

Hey, I’m Simon – Your Instructor. Working as an in-house and freelance translator for more than 10 years, I have developed a unique approach to freelance translation business and I would like to share what I’ve learned with you. All blog posts and courses presented on this website are based on experience gained over the years of freelancing. A set of skills and expertise obtained here will definitely help you to level-up your translation business.

  • Nani Delgado

    Hi Simon, thanks for this first instructions on how to set a business FB page! I do have one question. You suggest to make it a local business page, but I wonder if it would suit me given the fact that I am based in Spain but I target mostly German clients (Austrian and Swiss are welcome too). But I specifically don´t want Spanish clients. Do you still recommend to make a local business page in my case, or would another option suit me better? Thanks in advance for your help, I´m excited to finally get my business page running!

    • Good question, @nani_delgado:disqus, thanks! Of course, ‘Local Business or Place’ option is great if you work with local clients. This option offers several features that attract more traffic to your page from local Facebook users. If your target audience is located in another country, you need to choose ‘Company Organization or Institution’. Currently Facebook is developing a “Global Pages” feature. When it comes life, you will be able to create local pages for each segment of your audience and combine such pages into a single network.

      • Nani Delgado

        Thank you very much, @Simon Akhrameev:disqus! The “Global Pages” feature looks exactly like what I need, but in the meantime I´ll choose ‘Company Organization or Institution’. Back to work!

  • Flavia Helena Luz Gomes

    Fantastic post, Simon! I already have a business page but I have been testing different cover photos. This post opened my eyes to the fact that I do not say what are my language pairs anywhere in the cover photo! Will work on it right now! 🙂 Thanks!

    • Thanks for your comment, @flavia_helena_luz_gomes:disqus. Yes, you need to make clear for your users that the main purpose of your page is translation services and you offer translation in certain language pairs. These details are very important in our case 🙂

  • Shaimaa Riad

    Great Post,Thanks Simon everything is fine now hopefully, waiting for the coming step.

    • Thank you, @shaimaariad:disqus! The next step instructions will be published early next week 🙂

  • Nani Delgado

    Thank you for this initial instructions so far! They showed me how important it is to place key
    information right in front of the visitors´ eyes. I hope I could convey
    that well on my cover photo design, that´s a first step. I still
    struggle with the languages I should use in this FB
    page but also in my website (which, btw, needs a complete makeover),
    because I only work from German into Spanish (and mostly look for
    clients from German speaking countries), but I have the feeling that it
    wouldn´t hurt to also write in English, at least some posts and also the
    descriptions (“About” section etc.). As I don´t work with English, I
    fear to make mistakes that would make me seem less professional. What do
    you guys think, do you write/post in a language you don´t work with in
    order to attract potential clients?

    • In my opinion, if your prospects are from German speaking countries, you should focus your attention on content in the German language. As for the FB page, now you can create posts in several languages simultaneously, i.e., when you create a post on your business page there is an option to write it in another language (I mean manual translation, not automatic machine translation). Relevant language version will be displayed to your page audience depending on their Facebook language settings. https://uploads.disquscdn.com/images/f81fd5554a5ed74f212f5f6712aade61c0bc9a30e2b8ca2beed8ac6c00dcc755.png

      • Nani Delgado

        Thank you!

  • Denise Günter

    Hi Simon, thanks so much for this post! I changed my page accordingly, the only item I struggle with is the impressum. What do I need to include? I tried generating one online but it’s way too long (only 2000 characters allowed). Please help 🙂

    • @denisegnter:disqus , this field is optional, unless you are from Austria, Germany or Switzerland. If you live in one of these countries, you are requested by law to include this section. Use an Impressum Generator, for instance, this one: https://www.e-recht24.de/impressum-generator.html. In general, this is a kind of output data (legal status and tax data in particular) to be provided by printed media and other types of media on their websites and other public pages about the publishing house, independent publisher or author.

      • Denise Günter

        Ok, thanks Simon!

  • Mariana Serio

    Thank you, Simon! You made me address the issue of my facebook page, so neglected for so long. I hope it’s not too late to join the rest of you. Best regards, Mariana.