Published on February 5, 2014
BrandEssentials™ Social Media FACEBOOK MARKETING FOR SMALL BUSINESS and NONPROFITS 10 Keys to a Successful Facebook Business Page
Likes and Shares have no monetary value, so, how can Facebook help you reach your business goal?
Facebook can help you reach a wider audience, drive quality traffic to your website or blog, & increase conversions / sales. Attraction. Promotion. Sales.
Before you begin, is your Facebook page aligned with your business goal(s)?
1. Value Proposition ① What problem does your product or service solve? ② What are its benefits? ③ And what makes it different from your competition? ④ Ensure consistency with your website and both on and offline marketing. A good Value Proposition is the core of all your marketing efforts.
2. Know Your Audience. Your best prospect already likes your page or is on your email list. ① Use Facebook Insights to learn more about your fans, reach and engagement. ② Use Facebook Graph Search (the search box tool) to get an even closer look at your fans and their interests.
3. Drive Traffic to Your Website ① After your website, Facebook is your most important platform. And should be a top 5 referrer. ② Your Goal should be to direct your prospect to your internet hub—your website or blog—to drive sales. ③ Avoid distractions. Remove apps or integrations linking to other social profiles which delay conversions and sales.
4. Timing and Frequency. When is the best time to post on Facebook? ① The best time to post to Facebook is when your fans are on Facebook. Use Facebook Insights for relevant data about your fans and export reports for more details. ② Frequency. Establish your goal. Track performance and vary the frequency of posts measuring results.
5. Post the Right Content. ① 4 Facebook Media Types. The right content to match the goal. 1. Status = Comments 2. Links = Clicks / Traffic to Website 3. Photos* / Quotes = Likes and Shares 4. Videos = Likes and Shares *Photos = High Engagement
② Content Strategy. The format should match the goal. 1. Set a goal for each post 2. Be specific with goal numbers 3. Determine the type of media to reach your goal 4. Track the right metrics 5. Ignore vanity metrics
Etiquette ① Don’t ask for “likes” on your updates. Avoid over self-promotion and keep it positive. ② Post regularly but don’t over-post (< 3 day). ③ Don’t mix business with pleasure. ④ Turn it off when national/global tragedy strikes. ⑤ Display current , authentic business information. ⑥ Respond to all comments, good or bad, personally and in a timely manner.
How to Gain Reach ① Focus on engagement ② Avoid overusing strong CTAs ③ Avoid using Memes ④ Understand why your fans click the Like button ⑤ Use a killer headline ⑥ Include a great image/picture with every post ⑦ Only share high-quality content
6. Ask your reader to take action, include a CTA. ① Send reader to your website ② Have them read a blog post ③ Encourage them to open a custom app ④ Ask them to join your email list, ⑤ Comment on a Facebook post ⑥ Buy a product on Facebook or website
There are CTA opportunities within your Facebook page in addition to content: ① Facebook Default Elements (cover photo) ② About Section ③ Custom Apps or Tabs ④ Content
① Cover Photo 1. Clicking on cover photo is a 2-step CTA ② About Section 1. Low traffic but interest is high for those that go there 2. Add a join email list CTA. Under Products include a link to: a special product or service, a website or ‘email me/us’
③ Custom Apps. Tabs = Conversion 1. Increase Page Likes 2. Grow your email list 3. Promote or directly sell a product Motivate readers to take the next action/step in your sales funnel.
④ Facebook Posts 1. Generate Engagement 2. Direct Traffic to: event, website etc. 3. Make an offer Use action words: like, share, comment. Be short + clean. Communicate value / benefits. Create urgency.
7. Track Your Key Metrics. Eliminate the rest and use data to make business / marketing decisions. ① Set Goal ② Measure ③ Adjust ④ Measure again
Key Facebook Metrics Insights (Metrics overview) Vs Export Data (more detailed reporting at a page or post level). ① Reach 1. Compare actual to Facebook average of 16% of fans see your posts 2. % Fans reached = Quality Reach ② Engagement = Any Clicks. Fan Engagement = Fan Clicks
③ Traffic From Posts 1. Google Analytics shows Facebook referrals but doesn’t filter at Post level, About page or Fan links. 2. Track Campaigns with Google Analytics and Google URL Builder: any post that leads to a conversion. ④ Negative Feedback 1. Be aware of the kind of content / post that leads to negative feedback 2. And results of increasing frequency
8. Use Facebook to Grow Your Email List. ① Custom Apps to promote an offer ② Promotions > sign-up form ③ Drive Traffic to Tab 1. With Posts, Facebook Ads, External ④ Instead of a Tab, you can use a Post and / or Cover Photo to link to a unique sign-up page.
9. Run Facebook Ad Campaigns ① 2014 may be the year that organic reach will no longer be enough as a marketing initiative ② Create and test Facebook Ads based on Goals ③ Track the right metrics: use PowerEditor for scheduled, custom reports (Chrome App) ④ Boost Posts
10. Track Conversions and Revenue From Facebook ① How many sales did you make on your last Ad? ② Conversions can be tracked with Google Analytics (custom URL) but you want this data available on Facebook Ad Reports (offsite pixel).
KADENZ™ can help you set up, optimize and manage your Facebook Business Page Call KADENZ™: +1 604.609.6604 Go to our website: KADENZbrand.com Email: Hello@kadenzbrand.com Facebook: /kadenzbrand
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