IMC31: Facebook Essentials

In this marketing webinar Ben shares how to use Facebook in your business to grow your audience and win customers.

Notes

Introduction to Facebook

• Used by people in their personal lives to communicate with family and friends
• Use as a news source
• Community and common interest groups – keep up-to-date with what’s going on in a local area or share information / experience related to interests

Why should you use Facebook?

• You use should Facebook if you are a B2C business
• It provides you with access to your target audience
• Enables both current and potential customers to communicate directly with you
• Helps to build brand awareness and increase sales

Setting up a Business page

• Business pages are created within a personal page
• Add at least 1 other person as an administrator
• Ensure all key pieces of business information are present and updated
• Make it easy for people to find and recognise you
• Profile photos and cover photos need to be the correct size.
• Make use of the Call to Action button – Learn more, Buy now

Planning Content

• Posts need to be interesting and eye catching
• Sharing posts about a variety of topics related to your business is essential
• Plan and prepare your posts in advance – ideally 2 weeks
• Consider the photos, imagery and video you need to create / gather
• Encourage your audience to comment and interact – questions, opinions

What to share

• Inform your audience about your products and services
• Don’t share “salesy” posts
• Share what you have been up to – creating a product or delivering a service
• Document your journey and bring people to the forefront
• Develop campaigns – social calendar, seasons of the year, specific to your sector
• Blogs and articles
• Video

Publishing Content

• Sharing posts regularly is important to build momentum & be visible
• Be careful not to over share!
• Schedule posts using Facebook’s scheduling tool
• Review the best times of day and days of the week to publish content
• A visual element is essential – photo, infographic, link, video
• Add video files if possible – better performance

Review Performance

• Analyse performance of the page and posts once a month
• Identify any trends to factor into future posts
• What are you aiming for?
• Audience growth
• Increased reach
• Link clicks
• Google Analytics – clicks, journeys and enquiries/ sales

Top Tips

• Make it easy for people to find you – signpost in other marketing activities
• Encourage customers to leave Reviews and recommend you on Facebook
• Consider Ads – awareness or sales focused.
• Add Jobs to your page

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