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IMC31: Facebook Essentials

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


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