BUILD Your Brand FACEBOOK WITH
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LEGAL NOTICE This book is © All Rights Reserved. You may not sell this book, give it away, display it publicly, nor may you distribute it in any form whatsoever. While reasonable attempts have been made to ensure the accuracy of the information provided in this publication, the author does not assume any responsibility for errors, omissions or contrary interpretation of this information and any damages or costs incurred by that. The author does not warrant or represent at any time that the contents within are completely accurate due to the rapidly changing nature of the Internet. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field. While examples of past results may be used occasionally in this work, they are intended to be for purposes of example only. No representation is made or implied that the reader will do as well from using the techniques The author does not assume any responsibility or liability whatsoever for what you choose to do with this information. Use your own judgment. Any perceived slight of specific people or organizations, and any resemblance to characters living, dead or otherwise, real or fictitious, is purely unintentional. In practical advice books, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. You are encouraged to print this book for easy reading. Use this information at your own risk.
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INTRODUCTION
Every business wants to improve
its profitability. This is usually achieved by increasing the quality of the product or service, while at the same time ensuring that costs are minimized. Businesses connect to their customers by creating products and services that customers require and then marketing those products to them. Few advertising experts actually understand how advertising works, but what is undeniable is that it does. Towards the end of the twentieth century, the primary modes of advertising were overtly television, radio, print adverts and billboards.
Perhaps the best source of advertising and by far the cheapest was word of mouth. Until the invention of the Internet, word of mouth rarely found its way into the popular consciousness. Few people would write in to a newspaper to promote their favorite detergent or brand of apparel. The invention of the Internet saw word of mouth go global. People and their views are connected as they have never been connected before. There are also a great number of ways of letting people know your opinion, so instead of telling, a www.effinhatcher.com
neighbor how one product is better than another, people post it on a web site and hundreds know about it. When you think about your business on the Internet, you might be thinking about your web site and what you can do with it. You might be thinking about how to get your site to rank high in search engines and where to place your adverts. There is more to it than that now. Social media has developed over the past decade to become one of the primary areas businesses can exploit.
The undoubted star of all social media sites and platforms at the moment is Facebook. MySpace came and went, Twitter has its limits, and other sites are still in the development stage. Here are some statistics that demonstrate just how vast a captive audience there is on Facebook:
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Facebook for business
Your business is for your customers. Build relationships with them, reach new people and drive sales using Facebook. Over 900 million people like and comment an average of 3.2 billion times every day. When you have a strong presence on Facebook, your business is part of these conversations and has access to the most powerful kind of wordofmouth marketing recommendations between friends.
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STEP
1
Build Your Page Your Page is the central place to grow your business, build your brand and develop relationships with your customers.
Create a Facebook Page It's free to set up a Page and it only takes a few minutes to get started. Choose a category and a Page name that represents your business. Pick a logo or another image that people associate with your business to use as a profile picture. Write a sentence about your business so people understand what you do. Set a memorable web address for your Page that you can use www.effinhatcher.com
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Other important details Ÿ View insights, edit your Page content, keep track of new activity and respond to personal messages from your admin panel. Ÿ Click on the Edit Page button in the admin panel and choose Update Info to add other details about your business. www.effinhatcher.com
STEP Cover Photo dos and don ts
1
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STEP
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You're ready to create your first post You can create different kinds of posts on your Page including updates, photos, videos and questions. The people who like your Page will see some of your posts in their news feed.
Successful posts are: Short: Posts between 100 and 250 characters get about 60% more likes, comments and shares Visual: Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement respectively Optimized: Page Insights help you learn things such as what times people engage most with your content so you can post during those hours
Invite people you know to like your Page You've probably got a community of friends, family, customers and employees who care about your business. Invite them to like your Page.
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STEP
1
Invite people you know to like your Page You've probably got a community of friends, family, customers and employees who care about your business. Invite them to like your Page.
Things to try: Explore the options under the Build Audience button on your admin panel. Make sure to invite your Facebook friends to like your Page. Click on 'Invite Email Contacts' to upload your your email list and send a message asking people to like your Page. Promote your Page web address on store signs, business cards, receipts, emails, chalkboards and other marketing material. Download free Facebook table tents and stickers to promote your Page.
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STEP
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Connect With People Now that you have a Page, it s time to reach your current and potential customers. Connect with people who are the right fit for your business using Facebook Ads.
Create Facebook Ads People who like your Page spend an average of 2 times more as your customers than people who aren t connect to you on Facebook. Learn how to reach the right people using ads.
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STEP
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Set up your first ad Ÿ Choose the Page you want to promote Ÿ Next to 'People will see' choose 'A new ad' to reach people who aren t connected to your Page yet Ÿ When writing your ad text, make sure to explain what you are advertising, the details of your product or service and special offers
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STEP
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Setting up your ad Ÿ Use calls to action in an ad text such as 'Like us to get access to exclusive sales and discounts!' Ÿ Create a sense of urgency by advertising timesensitive deals or offers 'Like us today and receive a coupon for 50% off' Ÿ Use an eyecatching image that will look good when viewed in a small thumbnail size
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STEP Reach the right audience
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Ÿ Create an outline of your ideal customer including details such as their location, age, gender and interests so you know who you want to target them with your ad Ÿ Broad Category is a great way to choose your audience based on general interests and lifestyle
Ads targeting tips Ÿ Type '#' before a Precise Interest to choose people who have expressed a related interest in a topic Ÿ Target people based on their relationship status, the languages they speak, their education and where they ve worked Ÿ Check your estimated audience while you're creating your ad to see if the group of people you're trying to reach is too big or too small www.effinhatcher.com
STEP
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Campaign, pricing and scheduling Ÿ The most important thing you can do when you're starting out on Facebook is to build an audience for your Page. Make sure to choose Page likes as your ad objective when you're setting it up. Ÿ Think of a campaign as a folder where you can store all your similar ads so you can compare their performance.
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Tips about campaign, pricing and scheduling Ÿ Give your campaigns distinct names to make it easy to remember the targeting you chose. Ÿ If you need to set a bid, make sure its in or above the suggested range. The amount suggested is based on how many other people are competing to show ads to the same audience as you. Ÿ After you place your order, your ad will be reviewed by Facebook. This can take up to 24 hours.
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STEP
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Test Multiple Ads Running multiple versions of ads can help determine what your target audience will respond best to. In this example, different graphics are being tested for the same customer group to see which version works better. Ÿ Have a test and control: Use an original version of the ad as a control to test your changes against Ÿ Change one part at a time: This will help you to clearly see which change impacts the performance of your ad Ÿ Create multiple versions of your ads: Replicate an ad by clicking on 'Create a Similar Ad' when looking at a specific ad in the Ads Manager
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Measure your ad performance Now that you ve set up your first ads, it's important to monitor their performance in the Ads Manager. Doing this will give you information about what's working for your audience so you can make sure you're spending your budget in the best way possible.
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1. Actions: The number of Page likes, app in stalls, and event joins that come from your ads. 2. Reports: Indepth performance and demo graphic information to understand how your cam paigns are doing over time. 3. Inline Reporting: Your bid and price for each ad or sponsored story, ad previews, and a sum mary of your targeting and performance. 4. Key metrics: Info on the size and engagement of your audience to help you monitor the success of your campaigns. 5. Audience graph: How much of your target au dience your campaign is reaching compared to how much it could reach. If you find you re not reaching enough of your target audience, try rais ing your bid or budget. 6. Response graph: Track the performance of your campaign by clicks and actions over time. www.effinhatcher.com
STEP
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Engage Your Audience When you post content and have conversations on your Page, you re building loyalty and creating opportunities to generate sales. Learn how to create content that will keep your audience interested.
Post quality content regularly When people like your Page, they re saying that they care about your business and want to know what s going on. Posting relevant content is the most important thing you can do to keep them interested.
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How to write quality posts Ÿ Make sure your posts are relevant to your audience and business Ÿ Be succinct, friendly and conversational Ÿ Share photos and videos because they tend to be more engaging Ÿ Ask questions or seek input Ÿ Give access to exclusive information and specials Ÿ Be timely by posting about current events, holidays or news
Schedule your posts Manage your time by preparing posts in advance and scheduling when they'll show on your Page.
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Organize your posts Help people identify the most important content on your Page: Ÿ Pin: Make your most important post stay at the top of your Page for 7 days Ÿ Star: Highlight important stories by making them larger and more visible Ÿ Hide: Hide posts that may no longer be relevant or just aren't as engaging
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STEP
3
Download Pages Manager for iPhone Pages Manager is an app that's available for the iPhone. It will help you keep track of your Page activity, view insights and respond to your audience from wherever you are. Download Pages Manager
Promote your posts to reach more of the people who like your Page Promoting your posts will increase the number of people you reach by showing your posts to more of the people who like your Page in their news feed on desktop and mobile.
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STEP
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Understand your reach ŸA lot happens on Facebook and most people can only keep up with some of it in their news feeds. They may miss things when they re not on Facebook, or they may have a lot of friends and Pages. That's why not all the people who like your Page won't see all of your posts. ŸIf you don t promote a post, many of the people connected to your Page will still see it. Promoting your content just increases your potential reach so an even larger percentage of your Page audience and the friends of those interacting with your post will see it. ŸYou can see how many people your posts have reached. To understand your reach, visit your Page insights or look at the insights on the bottom of each post.
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How to promote a post Ÿ You can promote any post within 3 days from when it was created. Ÿ Promoted posts reach the people who like your Page and sometimes their friends. Ÿ Choose your budget based on how many people you want to see your post. Ÿ Find out how your posts are doing by clicking on the dropdown menu at the bottom of all promoted posts.
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STEP
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Check your Page Insights to see what's working Page Insights include information such as which posts are working along with an overview of who is connected to your business. Check your insights regularly to understand what's working for you on Facebook. Page Insights are available once 30 people like your Page. Invite people you know to like your Page if you don't have 30 likes.
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STEP
4
Influence Friends of Fans When people interact with your Page, their friends can see it in their news feed as a story. Expand your audience by promoting stories about people engaging with your Page.
Encourage people to interact with your business Word of mouth is the strongest form of advertising. When someone interacts with your business on Facebook it creates a story. People can see when their friends endorse your business by liking your Page or connecting with it, and it can influence their own purchasing decisions. Ÿ Encourage people to check in at your business with a sign in your store, or by offering a special discount to people who check in. Ÿ Create events on your Page and invite people to join them. Ÿ Ask questions and create posts that encourage engagement. Ÿ Share exclusive information and deals that people are likely to want to pass along to their friends. www.effinhatcher.com
STEP
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Expand your reach to friends of fans Sponsored stories ensure that more people see when their friends have interacted with your business on Facebook. They can show in the news feed on desktop and mobile, and in the right hand column of Facebook
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There are two main types of sponsored stories you can run. Page likes Always run this basic type of sponsored story because it's an effective way to get more likes for your Page and spread the word about your business to people whose friends are already connected to you.
Likes and comments on Page posts Sponsor your most important and compelling posts to encourage even more engagement.
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Measure your results It's important to keep track of how your sponsored stories are performing so you can make the adjustments necessary to achieve your goals. Page Insights are the analytics for your Page but they'll help you understand your audience and the content they respond to. Ads manager has info about your Ad performance so you can learn the best ways to reach your target customers. Page Insight Do's Ÿ Notice the posts that are the most shared and talked about. Sponsor these types of posts to encourage even more engagement. Ÿ See where your likes are coming from to understand how many people clicked Like from an ad or sponsored story pointing to your Page.
Ads Manager Do's Ÿ Watch your campaign reach in the inline Ads Manager report. If you're not reaching enough people, expand your targeting criteria. Ÿ Monitor your Ad click through rate (CTR) over time to see whether your Ad or sponsored story are effective. If CTR is declining, consider changing the content to improve performance. Ÿ A/B test your page like sponsored story by targeting different audiences.
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STEP
4
Next Steps Hopefully you've read through the four steps to building success on Facebook and have a list of things to try. Take your time and test out different approaches to see what works best for you.
Click below to start you own Facebook business page https://www.facebook.com/business/
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THANK YOU