Facebook Marketing: Setting Up Your Page

With 2.7 Billion monthly active users Facebook is too big for businesses to ignore. Some businesses can manage their entire structure on the platform from marketing and lead generation to order fulfillment and customer support. Setting up your business page is an important first step. These are the seven steps I feel are essential for every business. I still see a lot of businesses skipping these easy steps and I know it can cost them business so make sure your business page has its best foot forward by following this guide, it really is the minimum you should be doing.

  1. Create your page. Decide what type of account you want to set up, your choices are either a Business/Brand account or a Community/Public figure page. This of course depends on your company structure and how you want to connect with your audience. Most businesses set up a Business or Brand account because that most closely aligns with their business structure and goals. The Community pages are for organizations to spread information to members of that group and the Public Figure pages are for influencers, artists and similar businesses where on person or a small group is the brand. As you are setting up your page make sure you choose carefully since changing the name and URL is a troublesome process.
  2. Add some photos. Specifically, you need your profile photo and your cover photo. A good idea for your cover photo is to put your business logo there as most brands do. If you have something unique and recognizable about your business you could put that as your profile photo like a mascot or specific building. The cover photo should express your brand personality or be a second place to express your Call to Action (CTA). Many businesses put up a generic picture as the cover photo and are missing an opportunity to speak to your audience. Of course there are lots of ways to show brand personality or deliver a call to action, make sure whatever your cover picture is that it aligns with your goals on Facebook.
  3. Add a short description of your business. This description will appear on the side of your page as well as in search results when people are looking for a business like yours. There are two things your description should do, first explain what your business or at least this page does or what it is for. Second, to show off your brand personality. After reading the description people should have a good idea what they are going to find by looking further. Of course you have to keep it short, under 255 character, on top of all that. A good description takes a while. Get something on the description and improve it late if you have to, something is better than nothing.
  4. Create your business name. This is the name that will appear in your URL and will be how people tag your page. Make it logical and simple so people will remember it easier, most likely you will just use your business, group, or artist name. If your preferred name gets taken you have to get creative probably by adding something to your name. As an example, “the real”, ‘the original”, “the best” are some ideas to get you thinking about how you can get your Facebook name to stand out. Make sure to use it as you promote your page by placing the @ symbol in front of it every time you tag your page (remember, no spaces when using this method).
  5. Set up your page roles. If you are the only one in the business this is simple but the more people who help with your marketing the more roles you need to set. Each level, Admin, Editor, Moderator, Advertiser, Analyst, and Jobs Manager each have different abilities to manage your page. Remember that if you make someone an admin they can do pretty much whatever they want on your page. As the owner you can still remove them but only give the level of access your team truly needs and make sure you trust who you add to roles on your page.
  6. Set up your notifications. In the settings, you can set up what type of notifications you want to receive, how often and where you want it sent. Keep in mind this is how you will keep track of and interact with your page so make sure you are receiving enough notifications to easily run your business page. Some notifications are critical and depending on how hands on you will be with your page you may get multiple messages per day.
  7. Add your call to action. One of the most important things is your call to action (CTA). A call to action is when you encourage the visitor to your page to move to the next step in becoming a client. Usually Facebook isn’t the final destination of your clients journey, you need to get them to your webpage, email list or some other place to turn them from a visitor to a paying client. Make sure your call to action is clear and they understand what will happen by clicking the button. Being vague or misleading will result in not only fewer clients but fewer people interacting with your Facebook page. Not everyone is ready to be a client yet, but if you are clear and honest when they are ready to engage your business they will be more likely to do so and become your customer.

Is Your Content Marketing On Track For 2020?

We are almost through the first quarter of 2020 so you should have enough information to know if you are on track for hitting your goals this year. If Content Marketing is still in your strategy (and it should be) then take a look at this infographic for a little help.

Remember, one long-form blog post can generate 7 different pieces of content so it is an efficient use of time. Longer blogs also convert better and give your potential clients the reassurance that you are the authority in your field they want to work with. Aim for a couple long-form blog posts a month for maximum impact (or more if you can afford it).

If you need help formulating your Content Marketing strategy feel free to reach out.

Jason@jasonmporter.com
Is Your Content Marketing Plan on Track for 2017_

How to Market Your Business with Zero Budget

How to Market Your Business With Zero BudgetLet’s talk about how to market your business on little or no budget. One truth I have found in marketing is that when you spend less money you must spend more time, it’s a tradeoff. It is truly astonishing how many ways there are to market without spending money if you are willing to spend the time. When you feel you shouldn’t spend money on marketing your business ask yourself what your own time is worth. Depending on how valuable your time is it might be more expensive in the long run not to hire someone. Of course, you can learn to do it all yourself, just make sure that’s the best thing for your business.

So how do you market without a budget? The answer is by simply spending time on your marketing. The less money you spend on marketing the more time you will have to spend on getting your message out there. For example, Content Marketing is a great method for establishing your brand voice, gaining credibility and getting your message out to your target audience. Personally, networking has done the most for my business in terms of time spent to dollars earned. Each industry is different, but I am of the opinion you can’t go wrong with networking as you explore the methods that work best for you.

When some businesses say they want free marketing it means they want someone else to do it for free. They just need to remember that everyone’s time is valuable and in general, people do not like working for free. One method to reduce your marketing spending is to consider a trade, consider what you can do for them. If you find a way to compensate others even when you are cash-strapped, you will find people are more willing to help you. Doing it yourself is the intent of this article on marketing without a budget but if you can get help, go for it.

So, what methods do I recommend to market on zero budget?

Email Marketing

According to Imaginepub, email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. No matter what business you are in you should always be building your email marketing list. You can have a sign-up list at the front counter or use gated content to build your list, but you should always be generating more names for your email campaigns. Email marketing has one of the Highest ROI and conversion rates, in fact for every $1 you spend on email marketing, you can expect an average return of $38.  Use a free email service to get you started and upgrade when the email list becomes profitable. To keep people subscribed make sure your email campaigns provide value. People leave lists that don’t provide them something they feel is valuable to them.

Blogging

Blogging is the cornerstone of Content Marketing. Research conducted by Demand Gen Report in 2016 found 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. HubSpot found that marketers that use blogs get 67% more leads than those that do not so the number tell us it is worth the investment in time if used right. There are many blogging sites you can use for free and others that have a reasonable fee structure. Make sure you take a look at the user agreements regarding monetizing your blog if that is a direction you eventually want to go. If you create your own unique content and publish it yourself, you won’t have to spend a dime unless you want a specific domain or program features for your blog. Couple that with a program to create your own graphics and it makes it easier to brand your business online in a uniform way.

Social Media

Using social media platforms to reach your potential audience can be cost-effective and powerful. Sprout Social found that 80% of social marketers said that their key strategy is to increase engagement across social channels. You don’t have to buy paid ads to talk directly to your audience you just need to speak about things they want to hear. The same company found that 73% of consumers want to see posts about discounts and sales, 60% want to see posts that showcase new products and services and 59% want to see posts that teach something. Between preexisting groups and growing your own following, there are many channels to get the word out about your business. Use only the Social Media channels that make sense for your business and the ones your target audience uses. Don’t waste time on Social Media Channels that don’t make sense. Using a graphics program will also help gain more exposure as visual content does well on all social media platforms.

Networking

The number one way to get the word out about your business is Networking. Forbes conducted a survey and found around 9 in 10 people claiming that small meetings are their favorite communication method. Networking reaches fewer people but has the potential to create a richer client list and more impact than any other method. The biggest impact is that the close rate for in-person meetings is 40%. No social network or online ad has a close rate anywhere near that high. Also, if you network properly you aren’t just finding new clients by yourself, but you are creating an army of advocates who will feed you warm leads and more business. The most powerful part of networking as a marketing tool is that people buy from people they trust and networking builds trust.

 

Conclusion

You may want to spend zero dollars and do all the marketing yourself, but it could be worth bringing in outside help. Regardless of which direction, or combination of directions, you go you now have more of an idea of what is possible with a little time and determination. Stuart labs found that 90% of searchers haven’t made their mind up about a brand before starting their search so marketing is more important than ever in the modern world. Make sure you have a plan and know which parts you are willing to do yourself.

Small Business Marketing With No Budget

Tapping Into the Buying Power of Millennials

There are 86 million Millenials in the United States with a collective buying power of $1.3 Trillion. We all know it’s a market that can’t be ignored but a lot of businesses find out it is a market that isn’t like the previous generations. They have a less collective identity but they still exhibit overall preferences in how they buy and consume goods and services. Here is a quick infographic to help with marketing to the generation that still hasn’t flexed its full market potential.

Marketing - How to Market to Millennials

 

Marketing With No Budget: The Meat! (Part 2)

It is truly astonishing how many ways there are to market without spending money if you are willing to spend some time. Of course, when some businesses say they want free marketing it means they want someone else to do it for free. They just need to remember that everyone’s time is valuable and in general, people do not like working for free. Consider a trade, consider what you can do for them, find a way to compensate others even if you are cash-strapped and you will find people more willing to help you. Doing it yourself is the intent of these articles on marketing without a budget but if you can get help, go for it. Of the methods on this infographic, I like YouTube. It’s the worlds second largest search engine and can find an audience that other platforms can’t match if you do it right.

Marketing - More Small Business Marketing With No Budget

Dump the Snap, Embrace The Gram

The Snapchat platform has run into a series of blunders causing its users (and owners) a lot of headaches. They moved away from the core of the product and tried to be everything to everyone which alienated their base. Even before they caused so many problems for their users, Instagram was already a superior product doing everything Snapchat did while staying true to its core product. Here are some good reasons to dump Snapchat and work your visual business through Instagram instead.

Instagram - 5 Reasons to Switch from Snapchat to Instagram

 

What’s Hot and What’s Not in Marketing?

Marketing trends change all the time and it can be hard to keep up with which techniques are outdated and which are the hot new thing. As I tell all of my clients, good marketing never changes just the delivery so keep providing good content, good information, and a good product and you will have clients that are looking for you. That being said, we will look at the hot trends through the week and find new ways to reach your clients. Here is a quick list to get us started.

Marketing - 6 Hottest Marketing Trends to watch

Are You Prepared to Build a Customer Service Culture?

Training your team on customer service and creating a customer service culture are completely different things. A few hours of training and most teams can learn the basics of customer service and do quite well at it. Building a customer service culture goes to the core of the business. Unless you are prepared to go all in on customer service you are better off with periodic training. Even for the most basic customer service skills, one-time training isn’t enough, your team needs practice and refresher training. If you decide to go all out and build it into your culture it will become a daily thing and your team will be thinking about it at all times. It’s not a bad thing to just train customer service but the legendary service comes from a culture of customer service. If you need help with either just let me know. In the meantime here is an infographic talking about customer service culture.

Customer Service - Building a Customer Service Culture

Doing Customer Service Right: The Basics

Out of all the advice I can give about Customer Service, the number one thing I encourage people to remember is to be grateful. Only a small percentage of customers will complain and want you to make things right, the rest just leave and you won’t know why. A customer making a complaint is giving you the chance to fix something and win back their loyalty. Even if you don’t manage to make things right it is a huge learning opportunity that points out a trouble spot where you could be losing customers and not even know it. Don’t waste this golden moment being mad at a customer, or upset with how they are reacting, be humble they took the time to help your business go further.

Customer Service - Do's and Don't of Customer service