Facebook 101 for Business Owners

Why Are You Using Facebook?• Brand awareness• Reputation management• Gain a local/national following• Increase leads and sales• Company growth• Attract new talent• Continue client communication• Word of mouth

How to Set Up A Facebook Business Page

Step 1: Create a Page• Click the arrow in the top-

right corner.• Choose Create Page.

Step 2: Choose a Business Category• Select the type of Page you

want to create from the following categories:• Local Business or Place• Company, Organization or

Institution• Brand or Product• Artist, Band or Public Figure• Entertainment• Cause or Community

Step 3: Choose an Industry-Specific Category• Choose a category that

matches your business. Then fill out some basic info about your business.• Agree to the Facebook Pages

Terms.• Click Get Started.

Step 4: Add Your Business Info• Add a description and your website address, if you have

one.• Make sure your business info is correct and accurate!

• Add a profile picture from your computer or device.• You can also add your Page to your Favorites on your

Facebook account, so you’ll have easy access to it when you log in.• Click Save Info and your Page is ready to go.

Start Posting and Growing Your Audience!

Post Content to Your Facebook Feed• When you begin, your feed will be empty. Start posting to

your feed!• You can backdate and schedule posts to publish at a

specific time. Aim to post when your audience is online. • This info is found in the Insights section of your Page.

What NOT to Post• Irrelevant content• I.E. cat videos, memes, cute animal pictures, anything completely

unrelated to your business!• Personal content, statuses, or images• Your kids are wonderful and cute, but don’t belong on your page

unless the content is relevant to your business.

What to Post• Content you created (Blogs, images, client testimonials).• Relevant content or articles from reliable sources in your

industry.• Images/posts related to the work you do or complete.• Content about your team, services, and company. • Remember the 80/20 Rule!• 80% relevant, educational, and/or entertaining content.• 20% promotional or sales-oriented content.

Understanding Facebook Insights

Reach• Facebook defines reach as the total number of users who

have seen your brand post during a report period.

• Not all of your fans will see every post you publish on Facebook. Just because it is in their newsfeed doesn’t mean they’ve truly seen it!• Paid reach is accomplished by boosting your post content

to a particular targeted audience.

Organic: 488Paid: 4,349

Engagement• Engagement metrics can include:• Likes• Shares• Comments

• Likes are an indicator of how well your content resonates with people.• Shares measure how much your content is amplified by

those who see it.• Comments can provide insight into how people feel about

your content, products or brand overall. (SimplyMeasured)

Targeting Your Audience• To target a specific audience, you can segment your

market by:• Location• Demographics• Interests• Behaviors• “Lookalike” audiences (audiences who’s tendencies are similar to

another market you’ve targeted)• Your audiences can be broad or specific, depending on

your ultimate goal.

Quick Audience Tip:Use Facebook Insights to learn more about your audience and their behaviors on your page

Why Advertise on Facebook?

Reasons to Advertise on Facebook • Intricate targeting opportunities• Ability to attract new audiences and qualified customers• Low cost-per-click rates, leading to higher ROI in the long

run• Multiple forms of advertising options available for a

multitude of marketing goals.

Types of Facebook Advertising Options

So Many Ad Types to Choose From• Website Clicks• Website Conversions• Page Post Engagement• Page Likes• App Installs• App Engagement• Local Awareness• Event Responses

• Offer Claims• Video Views• Lead Generation

Facebook Ad Example

Facebook Advertising Tips• Always have a documented goal.• Make sure you have an optimized landing page or piece of

content connected to your advertising efforts.• Monitor, monitor, monitor! You don’t want to waste ad

dollars.• Do not promote or advertise irrelevant content. • Be wise about the offers or promotions you choose to

advertise on Facebook. It might not be the best option!

Recap• Use a Facebook Business Page — Not a personal account.• Remember the 80/20 rule when posting content to your

page, and avoid irrelevant/irritating content.• Use Facebook Insights to understand how well your social

media efforts are going.• Advertising is a great way to accomplish your social media

marketing goal — especially on Facebook.

Any Questions?

Free Facebook Marketing Analysis

Call us at 615-890-3600 and mention this seminar for a free analysis of your Facebook marketing efforts.