Guide to Business Success on Facebook – How to get started!

Step 1 – Connect with people

Start by considering who are the essential connections for your business. Who are your advocates? Set goals for who you would like to connect to your business. If you don’t have a Page already, create your Page at facebook.com/page, fill out as much information as possible and add photos.

  • Make your first Post! Create a schedule to track what and when you will Post and try and Post at least twice per week.
  • Invite your employees, friends, and customers to like your Page.
  • Get a personalised link for your Page by visiting facebook.com/username. (You’ll need at least 25 fans).
  • Put your Facebook Page’s personalised link in all of your marketing materials (business cards, receipts, e-mails, chalk boards, signs) and promote it to customers who come to your store/website.

Step 2. Reach out to people

  • Keep engaging your fans once or twice per week. Post pictures and videos. Ask questions. Respond to customer questions and feedback.
  • Experiment with offering promotions or discounts available only to your fans.
  • Create a Page Post Ad targeting your current fans so you can increase your reach with your existing fans by 3-5 times. Choose the most recent post or a specific post that you want to highlight.
  • Create a Facebook Ad for your Page. Experiment with different targeting options including location, interests, broad categories and demographics.
  • If people regularly check-in to your business on Facebook, create a Check-in Sponsored Story.

Step 3. Monitor the return

  • Review Page Insight data by clicking “Insights” on the left hand column of your Page. See how many people are talking about your business on Facebook, what type of content is most engaging, and the demographics and location of your fans.
  • Review Ads Manager regularly at facebook.com/ads/manage. Run advertising reports to determine which Ads are working in terms of type, creative, copy, and targeting. Using the Responder Demographics report, identify which demographic profiles are responding best to your Ads.
  • Make sure you have different campaigns for different regions and products.
  • Refresh the images for Ads that are working well to help maintain their performance. Shift budget to Ads and campaigns that are performing well. Launch new tests.
  • Put a Facebook Like button on your website to connect with more fans for your Page. Find out more about these light Facebook integrations at facebook.com/plugins.

Raising Your Company Profile Locally – The Key to Effective PR

Does your business have a number of interesting things going on but people don’t seem to hear about them? Would you like to tell people but don’t know how?

Get to grips with the locals…

Do you know the local papers / magazines / radio stations / TV channels? If not research them. Find out who they are, what they are about, where they are based and contact details for reporters / editors / producers. The key is to make sure you have an email address for each contact, as this is the quickest and most effective way to communicate. If you have the time, arrange a meeting with them to give them an overview of who you are, what you do and why they might be interested in hearing from you. If you don’t have time to meet, try sending them an email.

Sniff out the stories…

You’ll be surprised at the stories local press will cover. Even if you do not necessarily think it is newsworthy, they might! If you have a local paper that is published daily, they are always looking for stories to fill spaces, so send them in. Keep your ear to the ground and turn your company news into a press story. Have you recently taken on a new member of staff? Have you recently won a new contract? Have you just sold products to a country that you have never dealt with before? Have the Year 6 class at school just been on a trip to the Zoo? Where possible, take pictures as it is great to include these when you send out your Press Release – they can bring a story to life! The press may also like to come in and take photos so if you have an event / photo opportunity coming up, let them know.

Get down to the writing….

Whatever the context, ensure that you give the Press Release a snappy heading. Then, aim to include ‘who did what’, ‘when and where’, followed by ‘why they did what they did’. It is also important to include a quote from someone involved. This can often act as a nice conclusion to your Press Release. Make sure you also include your name and contact details at the bottom as they may like to get in touch to ask more questions.

Send It and See…

Once you have written your Press Release, send it! Email it out to everybody on your contact list. They may get in contact for more details but if not, it is most probably because your Press Release is comprehensive enough. If you don’t have the funds to employ a Press Cuttings Service, make sure that you buy the publications and check every edition as the Press will not notify you if/when a story is published. If you get coverage, great! Keep it and start to build a ‘Press Coverage’ File. This can then be kept in visitor rooms, receptions, waiting rooms for people to read and learn about all of the wonderful things that happen in your business.

Effective media relations will help you to build a stronger profile locally. Send out as many Press Releases as you physically can as exposure in the local press will make people more aware of who you are and what you do. This is one strategy that can result in increased brand awareness but you don’t have to stop there! Upload your Press Releases onto the news section of your website, tweet the link and share your stories with the world.

Infographics – communicate your data with pictures!

Infographics are appearing all over the internet, displaying all sorts of information. They are graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly. When you think infographics, think visual communication. Therefore, if you want to convey information that contains numbers, dates, locations, measurements or comparisons, you could probably move away from putting it in writing and format it as an infographic instead.

While this form of visual communication existed before the Internet, they are back by popular demand due to the massive amounts of data circling the web and the sharable nature of social media. Infographics have an internal and external appeal. Externally, they take data and information and put it into a format that’s snackable and easy to digest. They also bring value to consumers that are sharable. Internally, they have linking capabilities for search engine optimisation and traffic generation.

Turn your Linkedin profile into an infographic by using re.vu