2. FACEBOOK FOR
BUSINESS
Ramon Ray
Regional Business Development, Director
NY/NJ, Infusionsoft
Editor & Technology
Evangelist, Smallbiztechnology.com
Facebook.com/smallbiztechnology
@ramonray
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3. RAMON RAY, AUTHOR
‘THE FACEBOOK GUIDE
TO SMALL BUSINESS
MARKETING’
Wiley (February 2013), Amazon.com
best seller
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4. FACEBOOK FOR BUSINESS:
WHAT WE’LL COVER
Overview of Social Media: FRE
Overview of Facebook For Business
Tricks and Tactics Business Owners Can
Do
Selling (Advertising) On Facebook
Facebook Integration (Social Plugins)
5. SOCIAL MEDIA OVERVIEW
In order to be effective, social media content must be:
Frequent
Relevant
Engaging
6. SOCIAL MEDIA OVERVIEW:
FREQUENCY
Post regularly
Out of site – out of mind
“I Tweet Once A Week” is
not enough
Don‟t post too often
Each social network is
different
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7. SOCIAL MEDIA OVERVIEW:
SOCIAL DIFFERENCES
Twitter – Frequent, short, to the point, bursts
Facebook – Engaging, picturesque, light
LinkedIn – Business to Business; personal/contacts
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8. SOCIAL MEDIA
OVERVIEW: RELEVANT
Create content that
relates to your product /
service
Create content that YOUR
AUDIENCE wants (first
phase of Infusionsoft
Lifecyle Marketing)
Join the social
conversation (don‟t break
it up or be out of place)
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9. SOCIAL MEDIA
OVERVIEW:
ENGAGEMENT
Create content that
people want to „Share‟
with others
People (business owners)
are on social media
(online overall) to share
experiences with others –
enable this
Boring content loses –
informative, education,
entertaining, fun content
wins
Tips – photos, video, polls,
surveys, about YOU not
about ME or I
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10. SOCIAL MEDIA OVERVIEW CONCEPT:
CONTENT MARKETING
Successful online marketing is all about content
Content feeds search engines (educate, inform, entertain)
Content feeds social networks (what interests my friends and my
peers?)
11. FACEBOOK FOR BUSINESS
ESSENTIALS
Engaging Time Line
Tabs (custom)
Apps (custom)
Insights (analytics are
IMPORTANT)
Paid Advertising (sponsored
posts / ads)
Don‟t Sell! Find / Identify
Target Market
Images are POWERFUL!
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13. FACEBOOK FOR BUSINESS: TABS
Tabs give you the ability to allow
your followers to connect to
specific areas of your business.
Tabs
14. FACEBOOK FOR BUSINESS
Apps
You can create custom
Apps that allow you to
create specialty pages to
add to your Facebook
page.
Click This App
To Get This Special Page
16. FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
Facebook Insights is the analytic
tool for measuring different
metrics on your Facebook Page
(not personal profiles).
Provides information on the
performance of your Page and
the interaction of your visitors.
You have the ability to measure
different metrics such as:
Likes
Reach
„Talking About This‟
Demographic information
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17. FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
The ability to
measure by metrics
such as Gender,
Age, Location allow
you to customize
your content to
ensure you are
optimizing your full
reach potential.
19. FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Advertising options:
Sponsored Stories / Posts
Paid Ads
Ads are effective way to:
Reach new customers
Deepen relationships with
customers
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20. FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Facebook Advertising Best Practices:
Identify Your Goals
Define Your Target Customer
Create a ad for the demographic you want to reach at
Test and refine
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21. FACEBOOK FOR BUSINESS:
ADVERTISING BIG TIP
Stop “selling”
Identify your target market
Nurture the relationship
Build trust
Use Facebook to find your ideal
prospect
…then sell to the “customer”
later
(Lifecycle Marketing concept is
key)
http://bit.ly/petflowfacebook
22. FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
Facebook is a very „visual‟
world.
Using engaging images on
your page
Draw attention and
encourage engagement
that will help spread the
word about your business.
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23. FACEBOOK FOR BUSINESS:
TRICKS AND TACTICS
Complete the „About‟ Section: Include
your business email address so people
can easily contact you!
Use Power Editor To Manage Ads In Bulk
https://www.facebook.com/help/
332626706817162/
Upload customer contact
information and advertise to
customers or prospects
Use Programs That Allow You To
Schedule Posts
Dlvr.it (www.dlvr.it)
HooteSuite (www.hootesuite.com)
Crowdbooster
(www.crowdbooster.com)
Customer Facebook tools
(GroSocial)
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24. Use Facebook Social Plugins to bring the social benefits of
Facebook to your web site, blog or other property
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FACEBOOK FOR BUSINESS:
PLUGINS
https://developers.facebook.com/docs/plugins/
25. FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
Like button: Click Like to
publicly share and connect
with content from other
websites that you find
interesting.
Like
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26. FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
Send button: Click Send
to share a link and optional
note as a private Facebook
message, Facebook Group
post, or email.
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27. FACEBOOK FOR
BUSINESS: FACEBOOK
PLUGINS
Comments: The Comments
plugin lets users comment
on any piece of content on
your site.
Comments are amplified
through their networks
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28. FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
Activity Feed plugin
shows users what their
friends are doing on
your site through likes
and comments.
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29. FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
Recommendations Box -
The Recommendations
plugin gives users
personalized suggestions for
pages on your site they
might like.
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30. FACEBOOK FOR BUSINESS: TWO
IMPORTANT CONCEPTS
Frequent.
Relevant.
Engaging.
Social Content
Marketing: Social
alone is not
enough
31. SOCIAL MEDIA OVERVIEW
In order to be effective, social media content must be:
Frequent
Relevant
Engaging
32. FACEBOOK FOR BUSINESS:
ADVERTISING BIG TIP
Stop “selling”
Identify your target market
Nurture the relationship
Build trust
Capture contact information into your
own database
Cheaper to capture interest than to
sell
Cheaper to sell to prospects you’ve
engaged
…then sell with Lifecycle Marketing
http://bit.ly/petflowfacebook
33. FACEBOOK FOR BUSINESS:
SOCIAL LIFECYCLE MARKETING
Attract
attention/traffic
Capture leads
Nurture
prospects/leads
Convert to sales
Deliver and satisfy
Have French Fries
Get Referrals
34. BUT WAIT, THEIRS MORE…
Facebook pages, groups and your
personal page
Privacy
Facebook local features
Facebook offers
Engage with your community (talk
back to your tribe)
Like and community as your page
Have a variety of interesting (not
boring) posts
Beyond Facebook to boost
Facebook (video, podcasts and
more)
35. FACEBOOK FOR BUSINESS: TWO
IMPORTANT CONCEPTS
Frequent.
Relevant.
Engaging.
Social Content
Marketing: Social
alone is not
enough