Facebook’s New Business Site Emphasizes Education, Case Studies

With 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.

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):

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.