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.

1. BrandEssentials™ Social Media
FACEBOOK MARKETING
FOR SMALL BUSINESS and
NONPROFITS
10 Keys to a Successful Facebook Business Page

2. Likes and Shares have no
monetary value, so, how
can Facebook help you
reach your business goal?

3. Facebook can help you
reach a wider audience,
drive quality traffic to your
website or blog, & increase
conversions / sales.
Attraction. Promotion.
Sales.

4. Before you begin, is your
Facebook page aligned with
your business goal(s)?

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. KADENZ™ can help you
set up, optimize and
manage your Facebook
Business Page
Call KADENZ™: +1 604.609.6604
Go to our website: KADENZbrand.com
Email: Hello@kadenzbrand.com
Facebook: /kadenzbrand