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HOW TO MARKET YOUR BUSINESS ON BOTH FACEBOOK &
By: Rachel A. AdlerBusiness Development Manager, Fairfax County Economic Development Authority
THURSDAY NOVEMBER 3, 2016EVENT LOCATION: WILLIAM MEMORIAL HALL (NEAR GMU FAIRFAX)4081 UNIVERSITY DRIVE, FAIRFAX VA 220308:00 AM - 2:00 PM | (703) 359-5642HTTP://ULTIMATEBIZEXPO.COM/
2016 Event Agenda An exciting and informative day of events is being planned for this year's event. Check back here soon for the latest details!
EXPO SCHEDULE 7:45 am - Exhibitors set-up complete. Doors open.
(The Exhibit Hall is open non-stop until the end – Seminars will take place in the Seminar Room)
8 am - “How to use Facebook and LinkedIn to grow your business” Seminar by Rachel Adler
9:30 am – 10:00 am - Opening Ceremony - National Anthem, Sponsors recognition and Keynote Address by Berny Dorhmann, Founder of CEO SPACE.
10:30 am-11:30 am - "How to market your business and flood it with customers" Seminar by Glenn Garnes
12:15am - 1:15pm - "How to dramatically Increase your Closing rate" Seminar by Che Brown
1:45 pm - 2:00 pm - Door Prizes & Farewell Remarks (We have some serious door prizes for you. One has to be present to win.)
Access Details: 3rd Floor Fairfax City Firehouse - Access behind the building- Parking across the street at the SUNTRUST Bank Parking
ARE YOU INTERESTED IN ENGAGING WITH YOUR ONLINE NETWORKS TO SUPPORT THE LONG-TERM GROWTH OF YOUR BUSINESS? FACEBOOK IS ONE OF THE MOST RECOGNIZABLE SOCIAL MEDIA PLATFORMS. IT CAN BE USED TO BUILD A PROFILE, CONNECT WITH CONSUMERS AND PROMOTE BUSINESSES. THESE FACEBOOK CONNECTIONS CAN ACT AS A GATEWAY TO FURTHER POTENTIAL CONSUMERS AND AUDIENCES FOR YOUR OWN BUSINESS. LINKEDIN GIVES ENTREPRENEURS AN EXCELLENT OPPORTUNITY TO DEMONSTRATE THEIR EXPERTISE AND THOUGHT LEADERSHIP. TO GROW YOUR BUSINESS FURTHER, ENSURE THAT YOU HAVE A COMPLETED PROFILE, PERSONALIZE YOUR CONNECTION INVITATION AND KEEP BUILDING YOUR CONNECTIONS.
FACEBOOK FOR BUSINESSHTTPS://
WWW.FACEBOOK.COM/BUSINESS
#TweetNLearn
WHICH IS BEST FOR YOU? Facebook Profile (Personal Page) For a single induvial Connect with others by friending them
People can also follow you
Non-commercial use Limited to 5000 friends
Can’t run contests Cant do Facebook Ads (paid, promoted, targeted post)
Can be converted from a personal to business page.
Facebook Page For a business, celebrity, politician or brand
Like vs. Friends Schedule Post in advance Moderate Comments/block people
Facebook Advertising (targets by demographic)
Insights Analytics Multiple Administrators Facebook Tabs
Customize Highlight aspects Make offer
Facebook Groups For specific organization or interest
A place for people to openly communicate
Can be public, private & secret
Can regulate/approve members
THE FACTS ABOUT FACEBOOK Facebook is constantly making changes to the design of the profiles -- for businesses and individuals alike. They've made a few cool changes in the past few years, including adding call-to-action buttons to business Pages and letting you record company milestones, like product launches and events.
• 75% of Brands promote their Facebook Posts
• 1.5 Million business spend money on Facebook Ads
• In 2014, business paid 122% more per ad unit on Facebook than they did in 2013.
THE MOST COMMON REASONS FOR
FACEBOOK USER TO UNLIKE A BRAND
Click icon to add picture
Listen to your audience through your analytics.
#TWEETNLEARN
#TweetNLearn
WHAT CAN YOUR FACEBOOK COMPANY PAGE DO? Build your follower base Increase visibility Improve your brand Help you communicate & engage with customers
Listen to you what your customers want
IMPROVE YOUR BRAND PAGE WITH THE FOLLOWING TIPS Add a recognizable Profile picture
Upload a profile image that easy for potential fans to recognize such as a company logo
Facebook requires a 180 by 180 pixel profile image
Choose an attractive Cover Photo Select a large, high quality photo that wont appear grainy or stretched out. If you
need help creating a cover photo check out CANVA.com 851 pixels wide. Must be at least 399 pixels wide and 150 pixels tall. Loads
fastest as an RGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.
Optimize photo descriptions In the description for your Cover & profile pictures, add links to your website or a
specific blog post. Link offer a great opportunity for people to get to know your brand better.
Fill out your About section Click on the About tab to edit it Include brief yet descriptive copy about your company & what your Facebook
page offers.
Add a Call-to-Action button Page admins can link one button to a destination on or off Facebook that aligns
with a business’s goals. The button appears on the top of a business page, to the left of the LIKE button For data on performance click the CREATE CALL-TO-ACTION button located on the
cover photo | Click the drop-down arrow on your button & select VIEW INSIGHTS Facebook offers seven pre-made button options:
Sign Up | Shop Now | Contact Us | Book Now | Use App | Watch Video | Play Game
Populate Milestones Add noteworthy company milestones to the Milestones section of you About Tab
The day you company was founded Product launches Events
Add relevant apps Customize your page with buttons that lead to brand specific apps Visit the FACEBOOK APP Center & search for apps Select Add App to Page Rearrange apps in whichever order you’d like. Facebook automatically shows the Timeline
& About tabs first.
Post visual content Photo & videos are a great opportunity to promote an upcoming events, a product release,
or company news. (USE CANVA if you do not have Photoshop) Keep videos short: 2 minutes or less
Offer variety Avoid using every update to promote products & services. One Common Guideline is the 70-20-10 rule
70% of posts come your brand & add value to your community. Examples: Relevant business tips, recent event, local news, survey questions or
behind the scenes. 20% of posts consist of content from others
Examples: promoting other businesses’ events or sales, tagging other business, click “share” on a post from another company.
10% of posts are promotional Examples: Discount codes, sales, introductions to new product or lines
Pin important post to the top of your page If you want to keep a particular post at the top of your page for an extended period of
time, even after you publish new post. Use the PIN feature. Click the drop down arrow in the top right corner of the post you want to pin, then click PIN
TO TOP. Only one post can be pinned at a time.
Tap into Facebook’s publishing & targeting tools Schedule post with tools like Hootesuite, Sprout
Social, Buffer or HubSpot’s Social Inbox or directly from Facebook
Scheduling allows companies & brands to keep content varied & space out when post publish
Click on the publishing tools tab to schedule post & to set expiration date for time senstive post such as limited-time offer or upcoming events.
Gauge Engagement Click people REACHED on the bottom left of a
status update Then you will see additional metrics beyond likes
& shares Stay on Top of Comments /#HugYourHaters Interact with your Facebook fans on a regular
basis Not only should you monitor comment directed
toward you brand, but also conversations between other Facebook users on your page.
If you have a negative comment do not delete- disarm the hate. #HugYourHaters
#TweetNLearn
FACEBOOK Facebook What’s the difference between a Facebook profile, Facebook page and Facebook group? What are some of the benefits or limitations of each? How do you decide which is best for you?
#NOVABIZEXPO
FACEBOOK BUSINESS TIPS Like Pages as Your Page This is a way to build your brand/business’s Facebook
presence. It’s a great way to support partners other businesses in your industry. It’s also a way to build community
Click “Select a Page” for a drop down menu and select which of your pages you’d like to like as.
Use Pages to Watch If your Facebook page has more than 100 likes, you will have
access to Pages to Watch. You can use this tool to see what your competitors, partners or influencers are doing. It’s a good way to see what others are doing that works. It might just give you some ideas for your social media strategy How to Access Pages to Watch 1
1) Go to your Page, click on Insights 2) You will be automatically in the Overview tab. 3) Scroll down to the bottom of the page and underneath the “5 Most
Recent Posts” section, is Pages to Watch. 4) Click on the Add Pages button. 5) In the search bar, type in the name of a Page you want and click the +
Watch Page button. 6) Once you’ve finished building your list click Done.
People & Other Pages This feature lists every person and Page that has Liked
your Page publicly. This list provides a lot of details such as the date on which each person or Page Liked yours. This could be useful for tracking follower growth especially during campaigns or contests. It’s good to know who and which Pages are fans. This could help you to build relationships and partnerships, and even give you ideas for your social media strategy.
Response Assistant This is a great customer service tool offered by
Facebook for your Page. If you’re not able to immediately respond to messages that your fans sent to your Page, Response Assistant allows you to create up 3 types of automatic responses.
Image from: Sprout Social
FACEBOOK LIVEWhy do a Facebook Live video?
How have you already seen Facebook Live used?
What are some ways you could use Facebook Live? What types of videos could you create?
How could you use Facebook Live for your business?
#NOVABIZEXPO
WHAT CAN YOU USE FACEBOOK LIVE FOR?A behind the scenes lookConcert or eventTo make an important announcementTo demonstrate something visually/live in actionAs a vlogInterview Q&APodcastFocus on a cause and create awareness
#NOVABIZEXPO
FACEBOOK LIVE: BEFORE BROADCASTAdvertise and tell people in advance that you will be live, and where you will be live (i.e. on a personal or business page, an event page, or group) especially if it is for an eventDuring the live stream put your phone on airplane mode (or the equivalent on an Android phone)Check the lighting and sound at the location before recordingUse a tripod or selfie stick
#NOVABIZEXPO
FACEBOOK LIVEDuring the Broadcast:
Make sure that you introduce yourself! Tell people who you are, what you do. Think elevator pitch.
Suggest that people follow you on Facebook to get notifications that you are on Facebook
Tell people what value you will be giving them e.g. informational/educational or entertaining
Interact with the people on the stream: address them, ask them a question, mention people you know by name, greet everyone
If people ask questions in the comments section, restate the questions before answering them
End your session with a call to action e.g. offer a resource, a give away, ask people to do something
NOTE: You get free reach during the live broadcast and can broadcast for up to 4 hours.
After the Broadcast Save the video to your phone’s camera roll or download it (Watch my “How to Download a Facebook Live Video”: https://youtu.be/c4-eYZYFuLU)
Repurpose the video (YouTube, Vimeo, turn it into a blog post)
Share the video elsewhere on Facebook (a business page, group, event page)
#NOVABIZEXPO
LINKEDIN FOR BUSINESSHTTPS://
SMALLBUSINESS.LINKEDIN.COM OR HTTPS://BUSINESS.LINKEDIN.COM/
What Is Linkedin?How to Setup your Profile & Company
#NOVABIZEXPO
ABOUT LINKEDIN 2016 LinkedIn had 450,000,000 users across the world Includes all executives from the Fortune 500 companies
Includes all major industries and industry leading companies
Founded in 2002 and launched in spring of 2003 by Reid Hoffman Graduated from Stanford and Oxford Universities
Worked with Apple and Fujitsu Was a member of the founding for Paypal
#NOVABIZEXPO
Introduction The thing to remember about LinkedIn and any other social media site is that you’re interacting with a LIVE human being on the other side of the computer screen. Not a robot, interaction is key. Successful marketing is about providing value FIRST.
Personalize How many times have you received a message in your LinkedIn inbox that you KNOW was automated? A hundred other people got the same message, and frankly, it lacked any sort of personalization.
Based on our experience there are far more elegant ways you can use to get your product and service across without pushing your agenda or coming across pitchy.
#NOVABIZEXPO
LINKEDIN COMMUNICATIONSEMAIL MESSAGE Instead of sending generic messages, take a moment to study the profile of the person you plan on starting a dialogue with. Try to get a feeling of who they are and what they value. Then write an email message with a couple of sentences relevant to them and their interests.
#NOVABIZEXPO
LINKEDIN COMMUNICATIONSHARE YOUR EXPERTISE
Sharing your expertise with others on LinkedIn is an easy way to add value whilst helping you to increase your engagement with your contacts, your followers, and even people outside of your network.
Sharing news, insights, job tips, and other useful information via a status update will put you in front of your network. Studies show that status updates lead to high engagement rates.
EXAMPLES Share Links
Share links to interesting articles, websites or videos. Use words that grab your reader’s attention and encourage them to click on those links. The links you provide don’t necessarily have to be to articles you’ve written, as long as they add value to your network.
Mentions Mention a person or situation that might be helpful to some of
your connections. For instance, “I just met with @johnsmith from @ABC Accounting and found out they’ve just won the award for coolest company in Australia.” The “@” before an individual or company name allows the reader to click through to that person’s LinkedIn profile or company page.
Shares Share upcoming events, trade shows or conferences you’re
attending and encourage your contacts to join you or simply ask the question on who else will be attending. I’ve done this on many occasions and in the lead up to the event secured a few meetings with key partners and journalist.
#NOVABIZEXPO
PUBLISH ARTICLES The LinkedIn publishing platform gives you the opportunity to expand your reach in a major way. Since all LinkedIn members have access to the platform, it’s critical for you to create high-quality content that differentiates you from the crowd.
Every time you write an article, your connections and followers will receive a notification on their profile that you’ve written a blog. If your headline is catchy and relevant enough they will click through and read your article.
BUILD SOCIAL PROOF And last but not least, you have the recommendation feature within your LinkedIn profile, something that it is commonly overlooked by many LinkedIn members we speak with. This is by far the most powerful feature to use on LinkedIn when you’re looking to build credibility, trust and authority on your subject matter within your profile.
As your contact list grows and your contacts turn into clients, you will get to know them little by little.
In the meantime, start contacting your existing clients and ask them for recommendations.
RECOMMENDATIONSTARGETED RECOMMENDATIONS
Never ask for a recommendation for the sake of adding more to your LinkedIn profile.
When you’re asking for recommendations it’s important to think about the most common objections you normally face, the number challenge your product or service solves for your target market and what makes you unique in the market place.
MAKE IT EASY
Make it as easy as possible for your connection to give you a recommendation. If you know a particular contact well and they are a good client of yours, write up the recommendation for them and send it through for their approval.
Let them know that it is only a draft and if they don’t like it they can replace the entire copy with their own version. Obviously, only write based on the results you’ve achieved for them.
AUTHENTICITY And finally stay away from tacky and unethical recommendation tactics where someone you don’t know promises to write you a recommendation if you write one back.
We can’t tell you how many times we’ve received an email from someone in our network suggesting that we should give each other a recommendation even though we have never done business.
These are not people we want to do business with let alone recommend.
SETTING UP YOUR ACCOUNT How do you want your business to be portrayed?
What is goal of Linked in Profile? What Key words for your profile? Who are your friends on LinkedIn?
Are they good choices?
NO MORE COLD CALLING!INTRODUCTION
For decades, sales professionals and business owners have been playing the numbers game when making cold calls.
Now enter the age of social media and the Internet. Customers are doing more research and are not as responsive to cold calls as they were in the past.
LEAD GENERATION It seems like a costly and time-consuming way to acquire new business. Businesses who are successful in their lead generation efforts are adopting Internet marketing strategies and leveraging the social media.
So could LinkedIn be the platform to replace cold calling? We think so.
LINKEDIN & LEAD GENERATIONTHE TOOLS IN THE TOOLBOX
What if you could use LinkedIn for your inbound lead generation? And forget cold calling altogether? Below are the top LinkedIn tools that can help you do exactly that: Advanced Search Direct Messages/InMail LinkedIn Publishing Who’s Viewed your Profile Adapting New Practices
TYPES OF PREMIUM PLANSBasic - FREE Basic (free) account A Basic account is for anyone who wants to create
and maintain a professional profile online. Build your professional identity on the web. Build and maintain a large trusted professional
network. Find and reconnect with colleagues and classmates. Request and provide recommendations. Request up to five introductions at a time. Search for and view profiles of other LinkedIn
members. Receive unlimited InMail messages. Save up to three searches and get weekly alerts on
those searches.
Premium AccountsPremium Types
Business Plus $59.99 Premium Sales $79.99 Recruiter Lite $119.99
We have Premium account options for job seekers, sales and talent professionals, as well as the general professional who wants to get more out of LinkedIn. If you have a free account and want to upgrade, you can compare account types described below.
Land your dream job with Job Seeker. Unlock sales opportunities with Sales Navigator. Find and hire talent with Recruiter Lite. Power your professional life with Business Plus. Improve your skills with LinkedIn Learning.
COMPANY PAGES Set up a company page for your business and share posts from it to your personal LinkedIn updates status
Target your company updates. LinkedIn's targeting options is a great feature for company pages with a sizeable following. Company Page administrators can target their status updates to specific users using criteria like company size, industry, job function, seniority, geography, language, or by including/excluding company employees.
NOTE: A company must have at least 100 followers within the selected target group in order to post a targeted company update.
LINKEDIN TIPSLINKEDIN COMPANY PAGES
Set up a company page for your business and share posts from it to your personal LinkedIn updates status
Target your company updates. LinkedIn's targeting options is a great feature for company pages with a sizeable following. Company Page administrators can target their status updates to specific users using criteria like company size, industry, job function, seniority, geography, language, or by including/excluding company employees.
NOTE: A company must have at least 100 followers within the selected target group in order to post a targeted company update.
LINKEDIN PR Publish a post to LinkedIn about your area of expertise, industry trends, lessons learned, or tips/advice. This will give you exposure on LinkedIn and establish you as an expert on a particular topic.
Start a LinkedIn discussion group or chime in on a group that is in your industry
Post educational, informative, informational content that is relevant to your industry or area of expertise (e.g. news, articles, blog posts, infographics)
NOTE: People can see what you like on LinkedIn. Don’t post things that are too personal or NSFW
TOP 10 TIPS TO GET BIZ LEADS ON LINKEDIN1. “People Also Viewed”2. Job change3. Competitor Networks4. Pulse5. Skill Endorsements6. LinkedIn Congrats messages7. Alumni search8. University Pages9. Groups & discussions10.Boolean Google search
PLANNING YOUR SOCIAL MEDIA STRATEGYVariety of content e.g. a photo/visual image, link to an article/blog post, video, gif
Content posting schedule Decide how often to post and schedule posts in advance.When deciding what and when to post, look at: Facebook Page’s insights (when and what to post)
For LinkedIn share articles relevant to your industry, your events/speaking engagements, publish posts to LinkedIn. Show your expertise and knowledge. Establish yourself as an authority on a subject or industry. Keep it professional.
NOTE: NSFW content, being too personal on LinkedIn
IF YOU’D LIKE TO CONNECT YOU CAN FIND ME HERE:Rachel A. Adler is a certified social media strategist and public affairs with vast experience in managing external public relations, new media, and media agencies. She currently is the Digital Media Business Development Manager for Fairfax County Economic Development Authority & executive Director for SMWiFairfax, June 2017. Formally she worked under Governor Cuomo at Empire State Development, NYS economic development agency and American Public University System doing all things digital from social media, mobile application development and new media marketing. Social Media: @RachelA_Adler (Twitter, Instagram, Facebook) LinkedIn SlideShare
SOCIAL MEDIA RESOURCES
Top Social Media Blogs 2016 Buffer Social Jenn’s Trends Peg Fitzpatrick RazorSocial Rebekah Radice Simply Measured Socially Sorted Sprout Social The Social Media Hat Unmetric Canva
Top Social Media People to Follow
Jeff Bullas Kim Garst Patrice Truong Peg Fitzpatrick Hootsuite Seth Godin Jay Baer Brain Franzo Guy Kawaski
WEB RESOURCES REFERENCED
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www.slideshare.net/mdaneshkajouri/how-to-use-linkedin-for-business-47701903
www.SocialMediaExaminer.com http://bit.ly/1WXSEc8 http://www.addthis.com/blog/2015/11/06/5-linkedin-company-page-tips-for-b
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http://www.socialmediaexaminer.com/6-tips-to-optimize-your-facebook-page/ http://bit.ly/1TUF4XU http://
blog.hubspot.com/marketing/facebook-for-business-tips#sm.0001omzn7aghjdajpne1egd6qexjh
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http://bit.ly/2cZHq8Q http://bit.ly/2blfE4Z http://bit.ly/2ba4hvj http://bit.ly/1XUC4t8 http://sethgodin.typepad.com/seths_blog/2009/12/first-organize
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www.thebalance.com/how-to-use-linkedin-to-promote-your-home-business-1794731
https://blog.hootsuite.com/linkedin-for-business/ http://sproutsocial.com/insights/how-to-use-linkedin-for-busines
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