Facebook Marketing Tips for Small Businesses
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Not sure where to begin when it comes to marketing your small business on Facebook? Our social media expert Lauren Ridgway and product marketer Sarah Ewing give you the kickstart you need. This presentation includes: - The top 5 must-have to build a successful Facebook Page - 10 ways to build a Facebook fan base - Introduction to Facebook Ads - How to use Facebook to drive business - Measuring Facebook results and success
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Facebook Marketing Tips for Small Businesses
- 2. PRESENTERS Sarah Ewing, Product Marketer, MYOB Atlas Lauren Ridgway, Social Media Manager, MYOB
- 3. AGENDA • The top 5 must-haves to build a successful Facebook page • 10 ways to build a fan base • Intro to Facebook Ads • How to use Facebook to drive business • Measuring Facebook results and success
- 4. SOCIAL MEDIA PENETRATION IN APAC As of January 2014. We are Social, Sources: US Census Bureau, CNNIC, Tencent, Facebook
- 5. AUSTRALIA SOCIAL INDICATORS As of January 2014. US Census Bureau, GlobalWeblndex
- 6. SOCIAL MEDIA IN BUSINESS March 2014 MYOB Business Monitor
- 7. REVENUE OPPORTUNITY March 2014 MYOB Business Monitor
- 8. TOP 5 FACEBOOK PAGE MUST-HAVES 1. Vanity URL – visit http://facebook.com/username to secure 2. Upload your logo as a profile pic 3. Choose a great cover photo 4. Ensure that you fill out your company’s Basic Information 5. Review your permissions • Do you want people to be able to message your page? • Do you want to use a profanity blocklist?
- 9. CREATING A FACEBOOK PAGE Visit: Facebook.com/pages Select: ‘Create page’
- 11. FILL IN THE DETAILS
- 12. 10 WAYS TO BUILD A FAN BASE 1. Business Cards 2. Email signatures 3. Collateral (e.g. in-store posters) 4. Cross-platform posts 5. Facebook Ads 6. Sponsored posts 7. Competitions 8. Comment on other pages as your page 9. Add a ‘like’ box to your website 10. Original and engaging content!
- 13. INTRO TO FACEBOOK ADS Visit www.facebook.com/ads
- 14. HOW IT WORKS
- 15. TYPES OF FACEBOOK ADS Ads that boost your posts & increase likes, comments, share, video plays and photo views Ads to build your audience on Facebook Ads to encourage people to visit your website Ads to promote people to take specific actions on your website.* *You’ll need to use a conversion-tracking pixel to measure your results Ads to encourage people to install your app Ads that get more activity on your app Ads to promote your event Ads to promote offers you created
- 16. EXAMPLES OF DIFFERENT ADS Clicks to Website App Installs
- 17. EXAMPLES OF DIFFERENT ADS Page post engagement Like Ad
- 18. EXAMPLES OF DIFFERENT ADS Offer ad Event Ad
- 19. TARGETING OPTIONS Don’t forget: • News feed vs. Right hand side • Connections
- 20. CASE STUDY MIISHKA + FACEBOOK = RESULTS
- 21. BUILDING A STRONG CUSTOMER BASE MIISHKA’s goals were to use Facebook as its primary marketing channel to: 1. Build a base of loyal clients 2. Share the company’s latest designs 3. Facilitate purchase of its products
- 22. MIISHKA’S APPROACH MIISHKA first created a Facebook Page to familiarize people with its business: – Showcased the latest designs for sale – Provided detailed instructions for product purchase – Turned on ‘Messages’ feature to allow users to write directly (and privately) to the page
- 23. MIISHKA’S APPROACH • The company also ran Facebook Ads to: – Increase the number of fans – Announce new products – Reach a targeted group of users in Australia based on specific likes and interests • They maintain an ongoing conversation with their fans by: – Regularly posting photos of latest designs for sale – Responding to customer queries
- 24. MIISHKA’S RESULTS • 1,000 unique buyers in first 6 months with 30-40% repeat buyers • 100% of revenue driven exclusively through Facebook • Sales increase 300% in second year of operations • The page currently has more than 100,000 fans
- 25. MEASURING FACEBOOK RESULTS & SUCCESS • Facebook has its own tool, Page Insights, that is available to every Facebook Page Owner • Over time you should track: – Page likes – Post reach – Engagement – Which posts are performing and which aren’t – Where your likes are coming from – Who are your fans? Do they match your target market?
- 26. Questions?
- 27. Thank You! Need Help or Want to Learn More? http://community.myob.com/t5/MYOB-Atlas/bd-p/MYOBAtlas http://learningcentre.myobatlas.com http://learningcentre.myobatlas.co.nz/
Editor's Notes
- Point: Australia & New Zealand citizens are well above the average APAC in terms of social media penetration Would you want to miss out on that traffic?
- No New Zealand indicators available
- Only 12-14% of businesses have a social media site alongside their website 57% of people have a Facebook account, but only 12% of businesses are taking advantage of it
- The March 2014 MYOB Business Monitor revealed a higher proportion of online-savvy businesses reported revenue growth in the year to February 2014 and expect future revenue growth than those without online technology. Over two fifths with a website and a social media site reported increased sales or work in their short-term pipeline. A similar trend occurs for those using social media (39%, up from 33%) 17% have a Facebook page for their business
- Visit facebook.com/pages
- Choose a category
- Fill in the details It’s important to familiarise yourself with the T&Cs as there have been cases overseas where some businesses have breached these terms and have been removed from Facebook.
- Here are examples of: Business cards Collateral (in-store posters) Comment on other pages as your page (Philip Sargeson Creative) Add a ‘like’ box to your website
- What are Facebook Ads? How do Facebook Ads work? How do you go about setting them up? How much money should you expect to spend?
- Website conversion ads are basically the same thing as Clicks to Website, it just measures different things
- What makes Facebook great as an advertising platform is that it allows you to target people via very specific criteria rather than just on a series of keywords. News Feed vs Right Hand Side: One of the first things you are asked is whether you would like your adverts to show in the news feed or the right hand column. I would recommend using both and then comparing the data to see which works best for you. Location: If you only sell products in certain locations or you want to target a specific place with an offer you can choose to show adverts in specific countries, counties or within a certain radius of specific towns. Age: This is a handy setting for B2B clients who would be unlikely to want to target anyone under the age of 21. It’s also useful if you want to bring in a different audience or target those who you know have converted in the past. Gender: If you couple this setting with the “People” reports you can try and target more people of a specific gender to either create a more natural split or focus on a core audience. Alternatively you can choose “all” if you do not have a preference. Interests: Facebook already includes thousands of interests that are tagged to people and you can browse these either by typing in a query here or working through pre-set categories. You won’t find every interest in here and if nothing comes up you can’t add it, but if you have specific criteria in mind that does come up, then it’s one of the best targeting options at your disposal. Try to keep the potential audience greater than 5,000 to ensure a good pool of candidates. Connections: There are two things you can do here. The first is targeting people who are not connected to you already, or alternatively only targeting those who are connected to you. This lets you either try and get more from existing fans or only focus on getting in new likes. Alternatively you can target competitors and only advertise to people who like them, which is a good way to get new likes without additional target market research.
- MIISHKA is an Australian online fashion retailer started on Facebook by an entrepreneur. It does not have a physical location.
- MIISHKA also successfully drove word of mouth at scale on Facebook by running sponsored stories to encourage friends of fans to also become fans of its Facebook Page as well as increasing the reach of its Page posts by running ads to target friends of fans.