Facebook Marketing for Small Business and NonProfits


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Facebook Marketing for Small Business is an overview of the most important keys to maximize your brand and marketing using Facebook. From understanding your organizations value proposition to using Facebook ads and metrics to track Facebook conversions and revenue, this presentation will put your organization on the right track to mastering Facebook Marketing.

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Facebook Marketing for Small Business and NonProfits

  1. 1. BrandEssentials™ Social Media FACEBOOK MARKETING FOR SMALL BUSINESS and NONPROFITS 10 Keys to a Successful Facebook Business Page
  2. 2. Likes and Shares have no monetary value, so, how can Facebook help you reach your business goal?
  3. 3. Facebook can help you reach a wider audience, drive quality traffic to your website or blog, & increase conversions / sales. Attraction. Promotion. Sales.
  4. 4. Before you begin, is your Facebook page aligned with your business goal(s)?
  5. 5. 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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’
  16. 16. 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.
  17. 17. 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.
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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.
  22. 22. 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
  23. 23. 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).
  24. 24. KADENZ™ can help you set up, optimize and manage your Facebook Business Page