Facebook’s New Business Site Emphasizes Education, Case Studies

facebook-logo-squareWith some very visible questions about the effectiveness of advertising on Facebook in its rear-view mirror, Facebook has revamped its Facebook for Business Page with an emphasis on education and case studies.

The new page takes a more hands-on approach to what you’d call “onboarding” — the process of eliminating friction for small business owners that are considering adding or expanding their Facebook marketing plans. The home page offers “Success Stories” and “Steps to Business Success,” and promises to teach business owners how to turn some of Facebook’s 900-million-plus users into customers.

facebook-business-new

By contrast, the old Facebook for Business page offered very little in the way of education and primarily tried to get business owners right into the adoption funnel with links to Pages, Ads and Social Plugins. Here’s a screenshot of the old page from one of my recent speaking presentations (thus the red arrow):

facebook-business-old

The new site offers specifics related to some of Facebook’s newest offerings, including Promoted Posts, Scheduled Posts and more.

Facebook took a hit two months ago when General Motors very visibly stopped advertising on Facebook and, although that was a single large advertiser, the news was reported widely and no doubt reached many of the small business owners that Facebook is targeting with its Business site.

The Facebook for Business site is available at its same/current address, www.facebook.com/business. The company says it will roll out to 10 languages in the next few weeks.

Facebook has a separate site at facebook-studio.com for larger advertisers.

Related Topics: Channel: Industry | Facebook | Facebook: Advertising | Facebook: Marketing | Social Media Marketing | Top News

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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