1. Facebook Marketing for Business ImpactOnlineMarketing.com

2. Plan a Facebook Strategy • Identify your objectives • Increase sales? • Promote products or events? • Build brand awareness & loyalty? • Identify your target audience • Know everything you can about your TA • Option: Use this info to craft a Facebook ad campaign ImpactOnlineMarketing.com

3. Plan Facebook Strategy - 2 • How will you reach your audience? (examples) • Daily posts • Facebook ad campaign • YouTube video contest on your business page • Build a list from your Facebook page • How will you track & measure each strategy? • If your strategy worked, then repeat it! • If it didn’t work, make a change & try again ImpactOnlineMarketing.com

4. Plan Facebook Strategy - 2 • How will you reach your audience? (examples) • Daily posts • Facebook ad campaign • YouTube video contest on your business page • Build a list from your Facebook page • How will you track & measure each strategy? • If your strategy worked, then repeat it! • If it didn’t work, make a change & try again ImpactOnlineMarketing.com

5. Setting Up a Business Page Assign a name • Usually your business name • Select appropriate category • You can get the vanity URL without the extra numbers, like www.facebook.com/timefreedombusiness.com • Edit Page/ Update Info Short Description – Important! • Use keywords • Goes under your cover photo in many cases • Link to your website and include phone number Long Description – Complete thoroughly, use keywords ImpactOnlineMarketing.com

6. Cover Photo and Profile Photo • Cover Photo – 851x315 • Use to position your business / organization • Reinforce branding • Make visually appealing • Change this out periodically • Profile Photo – 180x180 • Key branding element – use logo if possible • Appears beside every post that goes into newsfeed • Cover photo and profile photo work well together ImpactOnlineMarketing.com

7. Build Your Fan Base • Send invitations to FB friends • Invite friends, family, existing customers • Have others (staff, etc.) do the same • Consider FB right columns ads to grow fan base • Gateways – must Like page to access something • Grow Likes with contests or events • Encourage viralability ImpactOnlineMarketing.com

8. Facebook is All About Engagement • Facebook reach has declined • Average post reach in 2013 was 16% • Average post reach in 2014 is just 6% • Content MUST be interesting to your fans • More engagement (post Likes, Shares, Comments) will be rewarded with better distribution of your posts • Post an interesting mix of content for variety • Updates only • Updates with photos • Videos • Link shares ImpactOnlineMarketing.com

9. Best Practices for Better Engagement • Post frequently • Several times per week is best • More than once per day even better (if warranted) • Always LIKE comments • Always Comment on Posts to your page • LIKE related pages • Comment (when and where appropriate on those pages) • Ask questions to encourage engagement • Run contests / sweepstakes to increase interaction • Sweepstakes have more interest overall • Be sure to read FB terms and conditions and adhere! ImpactOnlineMarketing.com

10. Types of Content • Informing • Storytelling (most important) • Just for Fun • “Selling” ImpactOnlineMarketing.com

11. Informing Content • Dates and details of special events • Updates from events, photos from events, etc. • Announcements about new staff, staff changes • Announcements about new products, expanded services, and related changes • Things like downtime over holidays, changes in seasonal business hours, etc. ImpactOnlineMarketing.com

12. Storytelling Content • Stories about customer experiences with product/service (or beneficiaries of services for non-profits • Stories about staff why they choose to work for YOUR biz • Stories about business owners in off-hours (vacation, etc) • Stories about donors / volunteers (nonprofits) • Schedule: as often as possible – will need to encourage participation! ImpactOnlineMarketing.com

13. “Just for Fun” Content • Keep content related in some way • Use appropriate humor – these tend to get shared • Memes • Cartoons • Ask questions • Questions good for generating comments as responses • Trivia questions related to your product / service / industry • Fun questions related to holidays, special events, etc. • Share posts from related pages that will appeal to your own fans ImpactOnlineMarketing.com

14. “Selling” Content • These are more direct pitches to sell actual products or services or to ask for donations • Subtle selling is best – direct approach is often too harsh in social media • Make sure no more than one post of four is of the “Sales” type (more will alienate your audience) ImpactOnlineMarketing.com

15. Instagram 2014 • 150 million active users • Owned by Facebook • Users skew much younger – teens through 20s • Focuses on photos and 15 second videos • Photos & videos can be shared on other networks • Just staring to be used by brands / businesses ImpactOnlineMarketing.com

16. Analytics – Using Insights • Total Likes • Number of unique people (friends of fans) who liked your page • Gender, age, visitor’s city & country of origin • Post performance • When your Fans are online • Lots more! ImpactOnlineMarketing.com

17. Analytics – Tips for Use • Record your baseline numbers BEFORE starting any promotional campaigns • Track numbers at campaign end • Evaluate overall performance • What can you learn from this? • How can you capitalize on this? • How did the increase affect your sales? ImpactOnlineMarketing.com

18. Monitoring Page Perfomance • Use: http://Likealyzer.com • Can be used to monitor any FB page • Provides an overall score vs. similar pages • Looks at engagement • Tells you where you are doing well • Give suggestions as to how to improve your page • Easy-to-use • Suggested use: once per week (at LEAST once/month) ImpactOnlineMarketing.com

19. Questions? • Visit our class page here: • http://ImpactOnlineMarketing.com/sell-social-media • Karen Porter • 406-529-8931 • karen@impactonlinemarketing.com ImpactOnlineMarketing.com