We see it all the time – companies use their ‘Our Story’ section on Facebook to add in a list of their services, or maybe write a quick description like their Instagram bio. Others even leave the section completely blank!
This feature is still relatively new to Facebook, meaning many people aren’t quite sure how to utilise it, what kind of information to include, or what format to write in. Moreover, Facebook is constantly rolling out new features like this making which can make it seem difficult to keep up in general. That’s why we wanted to put this article together to help clear things up – use this as your guide for composing a great ‘Our Story’.
Tip #1: Determine your intention
Before anything else, you’ll need to have an understanding of your aim and message. What kind of impression are you trying to leave? What do you want your reader to understand and connect with?
Sure, it’s good to be clear about what you offer, but merely listing your services here is missed opportunity to give your brand some personality! Your aim and should be to take things a step further and showcase the ‘why’ of your brand. As oppose to an Instagram bio or similar, your ‘Our Story’ section provides a great opportunity to go into further depth about the mission, vision and values of your company.
Tip #2: Give your brand a voice
Consider language features of your niche – if you’ve read some of our previous articles, you may have heard us mention this before. It’s highly important to understand the language of your niche if you are trying to build a connection with your audience.
This means doing your due diligence and spending time on research (yawn!)… but trust us, it’s important. Take a look at the Facebook pages of the top businesses within your niche and click on their ‘Our Story’ section. Here’s two key points to look out for:
- Formalities: is a more formal tone preferred, or are informal or colloquial stories more common? Take a look at page posts and see how these are composed too.
- Structure: are most laid out in paragraphs, or do they use key dot points? The structure you choose for your brand is entirely up to you, so see which styles tend to catch your eye.
Tip #3: Draw upon your audience's pain points
As we mentioned earlier, this section isn’t for pushing for a hard sell, but that doesn’t mean you can’t draw forward your audience’s pain points. When we refer to ‘pain points’, we mean the main issues that your product or service resolves for buyers. Consider these questions to determine your pain points:
- What is the issue or gap in the market you are resolving for buyers?
- What are the most common questions you get asked by new buyers?
- What do your clients mostly thank you for resolving?
Once you’ve developed an understanding of your pain points, you will be able to include key phrases in your ‘Our Story’ to highlight these. To give you a better understanding, here’s an example of our own ‘Our Story’ with the pain point phrases underlined:
Some businesses struggle to post regular content on social media that is relevant and useful to their customers – but most importantly, that brings in MORE business.
Rhino Social is a small team of some of the best digital marketers in Australia. Our landlord once told us we that we had breached our lease for having TOO much talent in our office (or maybe it was because someone kept bringing in their puppy, same thing, kind of a grey area).
We believe reach and engagement on their own are a vanity measure, and useless without properly measured analytics, campaigns that convert and ultimately a big ROAS (return on ad-spend).
Our social media creatives write killer copy that brings clients LINED up out your door, our ad managers make sure all your campaigns are as well optimised as possible, and then finally our data driven resident nerds (I mean… analysts?) make sure your CPC’s, CPA’s etc are industry leading.
That’s the Rhino story – No B.S, no vanity measures in your reports, just genuine results and ROI.
If you’d like to start making Social Media work for you, drop us an email: firstname.lastname@example.org, send us a DM, or even a carrier pigeon. Just don’t ask for our fax number; if you still use faxes, we can’t help you.
At the end of the day there are countless ways to approach Facebook’s ‘Our Story’ section, and different brands will prefer different styles. Work through these 3 points to uncover the main message you’re aiming to convey and ensure your story remains consistent with your existing brand image, and you’ll end up with a great result!
If you would like us to have a review of your ‘Our Story’ before you publish it, be sure to email it across to email@example.com with the subject ‘Our Story Review’. We’re more than happy to take a look and help you out so you can publish it with confidence.