If you’re still managing your business from a personal Facebook profile, you’re missing out. Big time. You can’t run ads properly, you can’t track insights worth a damn, and frankly, you look unprofessional to anyone checking you out on socials.
A Facebook Business Page with a proper Meta Business Portfolio changes all of that – and honestly, it takes less than 30 minutes to set up. If you’re a small business owner in Sydney meaning to “finally sort out Facebook,” this guide is for you. We’ll cover two essentials: setting up your Facebook Business Page (the public face customers see) and creating a Business portfolio (the backend hub where you manage assets, permissions, and security across Facebook and Instagram). Let’s dive in.
Is Facebook Marketing Still Relevant for Businesses?
With all the incessant buzz about TikTok, YouTube Shorts and Instagram Reels, some business owners wonder if Facebook is still worth it.
The short answer – absolutely!
With over 3 billion monthly active users in 2025, Facebook remains the single largest platform where people actually discover, research and make a purchase from local businesses. Here’s what that means for you in practical terms:
Local Discovery Power: When someone in Parramatta searches “plumber near me” or “Facebook marketing agency Liverpool,” your Facebook Business Page will likely show up in those results. Your Facebook Page can appear in Google search results and often acts like a trusted local listing for hours, reviews and updates.
Built-In Credibility: An active, well-managed Facebook Page with reviews, photos, and regular updates tells customers you’re legitimate. No page? They’ll assume you’re either brand new or not serious about your business.
It Unlocks Your Broader Marketing Stack: A Page is the foundation for running ads, connecting Instagram, opening Shops, and using message-based tools. Facebook’s getting-started resources position the Page as the first building block.
Targeted Advertising: When you’re ready to invest in social media marketing, Facebook’s ad platform lets you target by location (down to specific postcodes in Liverpool or Western Sydney), age, interests, and behaviours. You’re not shouting into the void – you’re putting your offer in front of people who are likely to care.
Insights You Can Use: Unlike throwing money at a newspaper ad and hoping someone sees it, Facebook tells you exactly who’s engaging with your content, when they’re online, and what they care about. This data empowers you to make smarter marketing decisions.
One Dashboard for Everything: Through Meta Business Suite and your Business Portfolio, you manage your Facebook Page, Instagram account, messages, ads, and analytics in one spot. No juggling logins and zero confusion about which platform does what.
How to Set Up a Facebook Business Page
Setting up your Facebook Business Page is straightforward – here’s the step-by-step process:
Step 1: Start the Page Creation Flow
Log in to Facebook with your personal profile (that’s normal – Pages are owned by people, then managed through a portfolio). Once logged in, look for the Pages option. You can find it by:
- Clicking the menu icon (nine dots) in the top right corner
- Scrolling down in the left sidebar until you see “Pages”
- Or going directly to facebook.com/pages/create
Click “Create New Page” when you find it.
Tip: Use your real business name. Keep it consistent with your ABN, Google Business Profile, and your website footer.
Step 2: Choose Your Page Type
Facebook will ask whether you want to create a “Personal Profile” or a “Public Page.” Choose Public Page – this is what gives you access to business features like ads, insights, and team member access. Personal profiles can’t run ads or add multiple admins.
Step 3: Enter Your Business Details
Now you’ll fill in the basics:
Page Name: Use your actual business name. Keep it simple and recognisable. If someone heard about you from a mate, they should be able to find you by searching this name.
Business Category: Choose up to three categories that describe what you do. Be specific. “Restaurant” is generic. “Italian Restaurant” or “Family-Style Italian Restaurant” helps Facebook show your page to the right people.
Bio: You’ve got 101 characters to explain what makes you worth following. Don’t waste it on fluff like “We’re passionate about excellence.” Instead, try something like: “Family-run Italian kitchen in Sydney CBD. Fresh pasta, local ingredients, bookings essential.”
Hours: Set them accurately; people rely on these.
Step 4: Complete Your Contact Information
This is where Facebook pulls data for search results and maps listings:
- Website URL
- Phone number
- Email address
- Physical address (if you have a shopfront or office)
- Opening hours
Fill in everything that applies. More information means easier discovery.
Step 5: Upload Your Visuals
Your profile photo and cover image are the first things people see.
Use a crisp square logo for your profile image and a wide, high-resolution cover. Aim for 820×360 for the cover and before publishing always preview how they look on mobile. Most people will see your page on a phone first.
Step 6: Add a Call-to-Action Button
Facebook lets you add an action button right below your cover photo.
Options include: Book Now, Shop Now, Contact Us buttons and alike. Choose the one that matches your main business goal and link it to the relevant page – your booking system, online store, contact form, or wherever you want traffic to go.
Step 7: Complete Optional Settings
Before finishing, Facebook offers a few extras:
- Connect WhatsApp (helpful if you use WhatsApp Business)
- Connect Instagram: If you already use Instagram for your business, connect it so you can cross-post, sync messages and run combined ads later.
- Invite Facebook friends to like your page
- Turn on page notifications so you don’t miss comments or messages
You can skip these and come back later, but notifications are worth enabling immediately.
Step 8: Publish Your Page
Hit “Done” and your page goes live. You can now start posting, engaging, and building your presence.
Step 9: Publish a Few Posts
Post 3-5 pieces of helpful, evergreen content before you start inviting people – maybe FAQs, service explainer, before/after visuals, customer testimonial, and a short intro video. This helps build trust and engage your audience.
What is a Meta Business Portfolio and How to Create One
A Business Portfolio (formerly called Facebook Business Manager) is where you manage the backend of your business presence on Meta’s platforms. Think of your portfolio as your business’ control room. It groups assets (Page, Instagram, ad account, pixel, catalogues) and lets you assign access by person or by partner (like your agency) with proper permissions – no password sharing.
It’s separate from the Meta Business Suite, which is where you create posts and check insights. The Portfolio handles:
- Admin access and permissions
- Ad accounts
- Multiple pages (if you manage more than one)
- Instagram connections
- Business verification
If you’re working with a marketing agency in Western Sydney or a freelance social media manager in the NSW region, they’ll ask for Portfolio access – not direct page access. It’s safer and easier to manage. That said, here are the steps to add a portfolio in Meta Business Suite:
Step 1: Create the Portfolio
Visit business.facebook.com and follow the prompts to create a business portfolio.
Enter your business details (legal name, business email).
Step 2: Add Your Page (and Instagram) to the Portfolio
Once the portfolio exists, you add assets so they’re centrally managed.
- Go to Settings > Accounts > Pages > Add.
- Choose Add an existing Page (if you already created it), or Create a new Page.
- Repeat for Instagram accounts under Accounts > Instagram accounts (you’ll need to authenticate the IG login).
Step 3: Add (or Create) Your Ad Account
Even if you don’t plan to advertise immediately, having an ad account set up makes future campaigns smoother and helps you install pixels and conversions later. (You can create or add an existing account under Accounts > Ad accounts.) Meta documents all of this in its “Set up and manage your business portfolio” hub.
Step 4: Invite People and Partners
Go to Users > People to invite staff. Assign only the permissions they need. You can assign specific roles:
- Admin: Full control
- Employee: Can create content and ads but can’t change settings
- Task Access: Limited permissions for specific jobs
- Partners: Use Partners to grant an external agency access without giving up ownership.
This model – granting specific user permissions – is exactly what the portfolio is designed to do.
Security Note: Turn on two-factor authentication for everyone with access.
How to Showcase Your Work on Your Facebook Page
When clients say “Facebook portfolio,” they usually want a place on the Page to showcase work examples – photos, promotional offers, or featured posts. There isn’t a special “Portfolio” tab; you curate with Page features:
- Featured Albums: Think before/after, projects, and case galleries. Example, you can create albums by service like wedding cakes, birthday cakes, vegan cakes
- Pinned/Featured Posts: Publish a carousel/Reel that summarises your capability and pin it to the top of your Page so it’s always visible.
- Services + Photos: If your category supports Services, add them with short descriptions and price ranges. Pair each service with a few photos demonstrating the outcome.
- Instagram Highlights (when cross-posting): Use IG Highlights like “Projects,” “Testimonials,” and “Process,” and ensure the same content appears on your Facebook Page for consistency.
Ready to Make Facebook Work for Your Business?
Setting up a Facebook Business Page and Portfolio is the easy part. Making it actually drive customers, bookings, and sales? That’s where you need a solid strategy, consistency, and a bit of expertise.At Netplanet Digital, we help businesses across Australia turn their Facebook presence into a genuine growth channel. We’re a leading digital marketing agency near Sydney that keeps things practical, local and results-focused. Whether you need support setting up your first ad campaign, creating content that actually converts, or managing everything while you focus on running your business, we’ve got the experience to make it happen. Book a free consultation today and let’s talk about what Facebook can actually do for your business.
