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Using Facebook to Drive New Business
www.lynnepeachey.com
About Lynne
www.lynnepeachey.com
• Launched ‘Lynne Peachey Digital Marketing’ in May 2014
• Successful career in London – ‘Sainsbury’s School Games’
• Specialist area: social media marketing strategy
• Now work exclusively with entrepreneurs/small businesses supporting on digital marketing activity
• Lives in Meldreth with husband James, 2 cats and cheeky Cocker Spaniel puppy, Albie!
Some Stats About Facebook
www.lynnepeachey.com
Question: Hands up, who here tonight has a Facebook Business Page?
50 Million
1.28 Billion
Friday
25 Minutes Photo Posts Business Pages
Most Popular Content
Avg. Time on FB Per Day
Best Day to Post*
Ac<ve Monthly Users
(All data August 2014 via Digital Insights)
Facebook is Still King
www.lynnepeachey.com
In terms of numbers, Facebook still the biggest global social media channel so it can’t be ignored.
Even though:
• It is unpredictable – frequent algorithm changes /codes of conduct/advertising rules
• Organic reach has declined (we’ll talk more about this!) • It’s an investment of time, quality communities don’t pop up over night
Why Isn’t Facebook Leading to More Clients?
www.lynnepeachey.com
• Stalling around few 100 like mark?
The friends/family conundrum! • Important to grow your Facebook
page with new prospects & potential clients!
Top Tip Number One:
Add a ‘Like Box’ to your website.
Growing Your Facebook Page
www.lynnepeachey.com
Top Tip Number Two:
Promote Your Facebook Link on Your Other Channels
ü Business Card
ü Newsletter Sign Up Forms
ü All Promotional Materials/Leaflets
ü Stands and Pop Ups
Growing Your Facebook Page
www.lynnepeachey.com
Top Tip Number Three:
Encourage Customers to Leave Feedback Socially (Social Proofing)
• Allow customers to review on Facebook
• Respond to reviews/feedback = transparency
• Got a super happy customer? Encourage them to tell others!
Growing Your Facebook Page
www.lynnepeachey.com
Top Tip Number Four: Guest Posts for Popular Blogs/ NewsleRers
• Always be open to new opportunities = new clients!
• Find leading content sources related to your business and offer your services
• Make sure you include a link to Facebook AND website!
Growing Your Facebook Page
www.lynnepeachey.com
Top Tip Number Five:
Live Promo<on of Your Page
• Make liking your page a feature of any talks/webinars/presentations
• Bring it up (authentically) in appropriate business conversations
“Hey, btw have you liked my FB page yet?”
Now You’ve Got Fans What About Engagement?
(and the *gulp* reach)
www.lynnepeachey.com
Group Activity (10 Minutes)
www.lynnepeachey.com
• Split into pairs. Talk to each other about what works/has worked well for you on Facebook (or if you’re not on FB what you’ve liked about any other posts you’ve seen)
• Which posts have been successful? Can you identify why? Is there a pattern?
• Try to ONLY focus on positives, please.
Steps To Awesome Content!
www.lynnepeachey.com
ü Have some personality!
ü Encourage interaction
ü Utilise Imagery
70% Valuable and Interesting 20% Originates From Others
10% Promotional
More examples of Awesome Posts
www.lynnepeachey.com
Interac<on!
Share ability Optimum
Image size
POST PHOTO = 1200 x 900
(free tool =
Canva)
Organic Reach on Facebook (Catch 22)
www.lynnepeachey.com
1. FOCUS ON ENGAGEMENT Low engagement = less people see your posts Facebook is looking for people to: LIKE your post COMMENT on your post SHARE your post, or CLICK a link in your post (if you include one) 2. STOP SWEATING THE NUMBERS Better to have fewer engaged followers than hundreds who aren’t that into you! Shift your perspective!
Getting Engagement: Top Tips
www.lynnepeachey.com
ü Use your free analytics to find out what is working well
(Time/Type/Day) Repeat repeat repeat! ü Create ‘Action Worthy’ posts! (like we discussed earlier)
ü Don’t just post great content. Engage with fans who interact! ü Don’t be afraid of targeted promotional posts! Test them.
Sell Successfully on Facebook
www.lynnepeachey.com
5 Top Tips:
1. Incorporate a CLEAR CALL TO ACTION
2. Convey a SENSE OF URGENCY
3. Offer followers and fans EXCLUSIVE DEALS
4. MAXIMISE sales space (Cover Image)
5. Ask for SHARES (Use Judgment!)
What NOT to do on Your Page!
www.lynnepeachey.com
1. NO MORE LINKS IN POSTS – USE THE LINK IMAGE
2. NO MORE LIKE-GATING! (Nov 14)
Final Thoughts!
www.lynnepeachey.com
ü REMEMBER: Showcase the personality behind your brand!
ü Use your Facebook Insights for analytics!
ü Stop worrying about the numbers, focus on the content!
ü Have a ‘strategy’ (it’s just a posh word for a plan)
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