Facebook's 4 Steps to Business Success

Editor's Notes

• #2: Hi, and welcome to this video about the 4 key steps to set your business up for success on Facebook.
• #3: There are 4 key steps we recommend to get your business set up for success on Facebook as follows: 1) Build your Facebook Page 2) Connect with new fans using multiple well targeted Facebook Ads 3) Engage your fans with quality content4) Influence the friends of your fans by promoting the social activity from your Page
• #4: Everything on Facebook starts with your business Page. You should think of your Page as being mission control for all of your activity on Facebook and the place where you can start connecting and building lasting relationships with your customers. Here you can see a great example of a successful business Page for Community Coffee. To set up your Page go to www.facebook.com/page and select the category of page that best suits your business. From here you can:Complete your business information - including contact details, business hours, description etcSelect a profile and cover picture and add other photos of your premises, employees, products/servicesStart building your fan base by inviting your friends, family and employees to like your Page Create your first post and add milestones to highlight key moments and stories for your business (such as a store opening or product launch) Secure a unique URL for your Page (once you have reached 25+ fans) and be sure to promote this ULR in all your marketing materials, like on your website, business cards, collateral….
• #5: After creating your Facebook Page you can use Facebook Ads to connect with new fans on Facebook. Here we can see an example of 2 different Like Ads for Graham’s Café which use engaging images, strong calls to action and offer clear benefits for why people should like their Page.To get started with creating Facebook Ads for your business visit www.facebook.com/ads/create.
• #6: When creating your Ads we recommend:Creating 4 or more versions of your Ads so you can experiment and test different images, calls to action and messaging to understand what performs best and drives the highest response rates. See here an example of 4 different Like Ads for Graham’s Café which all use different images, copy, calls to action and special offers to engage fans and test different approaches for driving Page LikesTargeting your ads effectively – you should think about testing a variety of different target groups based on criteria like age, gender, likes, interests, location, education, employment etcTest different combinations of creative, messaging and targeting options Regularly review the performance of your ads by visiting www.facebook.com/ads/manage. This will allow you to identify the highest performing Ads and understand what messages or targeting are working best. From here you can also refine, replace or refresh Ads that are not performing well
• #7: As I mentioned earlier your Page really is mission control for your business on Facebook so it is really important to develop a posting strategy that will allow you to engage your fans on an ongoing basis and increase the visibility of your posts.A great best practice is to create a conversational calendar that allows you to plan the timing and themes of your posts week by week and ensure you are dedicating and scheduling time for Facebook. We recommend posting at least 1-2 times a week. Once your find the rhythm that works best for your business stick to that to provide a level of consistency to your fans. When planning your posts it is important to give your Page an authentic and consistent voice and ensure your posts are timely and relevant for your fans. Encourage fan participation by posting engaging content like photos, videos, questions or poll.Reward your fans by sharing exclusive news, promotions or special offers.You can now highlight your most important milestones and stories using the ‘star’ function. And using the new ‘pinning’ functionality allow you to anchor your most important posts to the top of your Page for up to 7 days. And you can reach and engage more of your fans with your posts by sponsoring your Page posts. Get started with this at www.facebook.com/ads/manage/adscreatorFinally check your Page insights regularly to understand what posts are driving the most engagement at www.facebook.com/yourpagename/page_insights
• #8: You can extend the reach of your Page posts by promoting the social activity from your Page to the friends of your fans.Visit www.facebook.com/ads/create to get started and select what activity you would like to promote including 1) a post on your Page 2) when people like your Page 3) when people like a post on your PageHere we can see an example of promoting the social activity from people liking your Page:My colleague Eric likes your PageThis generates a story on Eric’s friends news feeds – which they may or may not see due to the dynamic nature of news feed By promoting this ‘like for your Page’ this will show up as an Ad on right hand side or as a boosted post in the newsfeed or perhaps even on mobileBefore getting started we would recommend waiting until you have 100 or more fans to ensure this works effectively for your business.
• #9: So to recap the 4 key steps for setting your business up for success on Facebook are: 1) Build your Facebook Page 2) Connect to new fans with multiple versions and well targeted Facebook Ads 3) Engage your fans with quality content and ensure you have your posting strategy in place 4) Influence the friends of your fans by promoting the social activity from your Page Get started today by clicking on facebook.com/page
• #10: Thank You for taking the time to watch this video.