Facebook Page cover photos are considered prime real estate on the social network. They are the first thing people see whenever they visit a company Page. Unfortunately, they continue being overlooked by a majority of B2B firms and marketers.
Competition for a user’s attention is fierce. No matter what market you serve, chances are that hundreds or even thousands of companies offer services and products similar to yours. As a result, customers have become picky. They want the information to “jump” at them.
That’s where we come in. This article contains some tips and examples of great cover photos that should inspire you to turn your own cover into a creative introduction to your B2B business.
Why you need a cover photo for your Facebook Page
According to 99designs, almost 8 in 10 companies report increased engagement from their branded Page covers. While “likes” are the most frequent result, engagement also translates into comments (32 percent) and website sales (11 percent). Also, we learn here that 53 percent of marketers found customers via Facebook. Anything you can do to stand out from the competition is imperative.
Some great Facebook cover photos to fuel your inspiration
- Weidert Group
Weidert Group, Inc. is a B2B inbound marketing agency (and certified HubSpot partner). The cover photo that the company uses is great because it showcases its executives and staff, and each photo has its own personality.
Takeaway: Just like customers, employees play a major role in the success of any company. Highlighting their contributions or showing what happens behind the scenes is a great way to build transparency. Putting a human face on your B2B firm can make your company more approachable.
With this cover photo, Cisco relies on imagery and a minimal message to connect with its audience. It’s an eye-grabber, because you don’t see this kind of imagery very often on a tech company’s Facebook Page. The use of space is clever too.
Takeaway: No need to reinvent the wheel to stand out. Instead, show what makes you unique. And remember: Real creativity often lies in simplicity.
- Dell for Business
Dell’s Facebook Page is dedicated to “technology news, info, tips and more to help move your business forward with Dell.” The way it delivers that promise from the get-go? By using a cover photo to which a majority of its customers will relate.
Takeaway: Just like in the B2C world, B2B customers want to be the focal point. Show them that you care that way. Make your tech company jump off the Page with people using your products.
- Fluke Corporation
Fluke Corporation has manufactured and sold test and measurement equipment for more than six decades. The cover photo below features a selection of products with a mini-demo and an easy-to-remember slogan.
A picture being worth a thousand words, visitors know exactly what to expect when they land on the Page.
Takeaway: Your customers’ pain points are the only things that matter. If you show them how they can benefit from your products early on, they will be more receptive to do business with you.
- Ingram Micro Canada
Ingram Micro is the world’s largest distributor of computer and technology products. I really like the cover photo of their Canadian Page. The slogan and photo do not just complement each other; They also highlight the child-like wonder with which many people see new technology. It is an effective appeal to emotions.
Looking at the company’s U.S. Facebook Page reveals a different approach. There is another slogan (“Realize the Promise of Technology”) and the photo of the child has also been cropped differently.
Takeaway: Using social media for your B2B business means that you will have to deal with a global audience. You cannot afford broad strokes anymore. The need for targeted marketing personas has never been greater. Your customers expect personalization.
Additional tips to design an effective Facebook Page cover
- Follow Facebook’s guidelines: “All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines.”
- Pay attention to dimensions (851 px x 315 px on desktops). Your cover should be at least 399 pixels wide and 150 pixels tall. Canva has pre-designed templates to make your life easier.
- Update or change your cover frequently. But, ensure consistency at all times.
- Do not put anything important near the bottom of your cover. The profile picture and buttons would get in the way.
- Stick to minimal text: website, slogan, contact info
- Use your cover to draw attention to the new call-to-action button.
- Optimize the description of your cover. For example, include a call-to-action and link to increase the click-through rate. (See example below)
(Source: Mari Smith)
For more tips and advice on how to use your Facebook cover photo, check out Aaron Lee’s article for Post Planner here.
Any other great examples of B2B cover images? Share with us in the comment section below.
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