Facebook for Business
Nina Goodwin
@GUTS_SW @Cosmic_UK

Who are Cosmic?
• Based in Honiton, East Devon;
• An ethical IT business;
• Specialises in website development, IT training courses, business
consultancy, tech support, digital marketing and search engine
optimisation.
• Run a wide range of training sessions and workshops.
• Delivers workshops aimed at small and micro businesses.

Housekeeping
•Fire alarms and exits;
•Toilets;
•Mobiles;
•Breaks.

Welcome & Introductions

What shall we be covering?
• The benefits of using Facebook for your business;
• Practical tips to increase your audience;
• How to establish brand personality;
• A look at business pages, groups and sponsorship posts.
• Content Strategy;
• How to use insights to maximise the reach of your posts.
• Mobile applications.

Recent Facebook Updates
1. New ad formats; more control to advertisements;
2. Facebook is rolling out rounded page profile pictures;
3. Ads displayed in messenger and soon in Whatsapp;
4. Testing video format cover images;
5. Optimise who sess your facebook posts - more on this
later;
6. Facebook live is getting multiple updates.

Benefits of Facebook for Business
• Brand awareness: Facebook is one of the largest social media platforms in
the world. Your business’ presence will help you gain exposure to potential
customers.
• Drive website traffic: By posting links to your website, you can help increase
online visits.
• Targeted advertising: Facebook advertising allows you to target very
specific demographics, based on location, age, gender and interests.

Benefits of Facebook for Business
• Generate business leads: Your audience of Facebook ‘likes’ can be a
great starting point to gather leads. You can use competitions and
giveaways to gather email address to build your marketing lists.
• Customer service and feedback: Facebook allows two-way
communication between businesses and their customers. You can use
the messaging service to deal directly with your customers. Reviews and
comments can be a great way to gather customer feedback and find
areas for improvement.
• Monitor and improve: Use data from your page’s ‘Facebook Insights’ to
understand what content works best and plan for the future.

How to market on Facebook?
Three features:
Pages;
Groups;
Ads.
• Each has it’s own purpose although combining them together
has a greater effect.

What are your goals for your Business page?
• Directing traffic to your website?
• Managing customer service?
• Raising brand awareness?
• Demonstrate expertise?
• Reaching out to new customers?
• Building new relationships?

Who are you talking too?
• Establish early on who your target audience is. Once you’ve
got an idea, start questioning what you know about them
what’s their age, gender, household status, income? This will
help you figure out what they want to see.

Establishing brand personality

Branding
• Your brand is more than your business name or logo, it’s the
tone of your advertisements and communications.
• It’s the impression you make to your audience.

Give people a reason to follow your brand
• On average people will only select 2-5 brands to follow;
• Establish what you want to be known for. Consider brand
perception in every post and ultimately ask whether you
want to add value, entertain or drive an emotional
response. That’s what will get people engaging and
sharing.
• Exclusive content, offers and sneak peaks always go
down well.

Facebook Marketing Strategy
• Focus on offering value.
• Educate your audience teach them something useful,
something that relates to a niche in which you are an
expert, and doing so in an enjoyable way.
• Include posts of many different types, with various
purposes.

Facebook Marketing Strategy
• Fully integrated with your marketing plan - nurture your Facebook
audience to subscribe to your email list, visit your site, try your
product, etc.
• Calls-to-action help clarify for your audience what the next step
should be. They invite the audience to move closer to your goal for
them.
• Include posts that are simply helpful. Opportunities for developing
relationships with influencers. You can share an influencer’s content
as a way of helping your audience. In the process you will raise your
profile and offer something of value to the influencer.

Let your customers know your authentic
• If your Page's category is Local Businesses or Companies &
Organizations, your Page may be eligible for a grey verification badge.
• As an individual, having your page verified adds legitimacy to your name
and reputation as a "public figure."
• Is your business name similar to others? Getting your page verified ensures
your customers know which page belongs to you.
• If an unofficial page exists for your company (either a fan page or a
deliberate attempt to impersonate your business), verification adds much-
needed credibility to your page.

Getting your page verified
• Settings>General>Click Verify this page;
• Your page must first be classified as a local business,
company or organization
• Have a profile & cover photo.

Creating Valuable Content

Recent Research

Creating Valuable Content
• Visuals (images, infographic, gifs or video) – Content with
relevant images gets 94 percent more views than content
without.
• Valuable content that shows thought leadership by sharing
industry news, recent updates, blogs.
• Be consistent – this comes back to being thought leaders in
your area.

Creating Valuable Content
• Personalised content that humanises your brand and perhaps tells a
story. It will show your audience that you’re not just interested in
generating profit and using social media for selling.
• Tagging people and including locations may seem like a nuisance,
but if it’s relevant then it can boost your posts to an expanding
network of those people and places.
• Make sure to create snackable content, that is short, quick and easy
to digest. Who wants to read through an essay worth of content when
skimming a news feed?

Good posts ideas?
• How to’s/Tutorials
• Studio/Workshop/Office
• Work in progress
• Competitions / Giveaways
• News
• Events / Exhibitions
• Seasonal
• Questions
• Tell a story about YOU, be
relevant!
● Tour Highlights
● Tour and activity options in the area
● Local events
● Local landmarks
● Annual festivals
● Food and Beverage recommendations
(Pairing local wine or beer suggestions)
● Cultural information and/or faux pas
● Nearby shopping
● Trip planning advice
● Activities specifically for children
● Wedding destination inspiration

Tools for Creating Visual Content

Tools for Creating Infographics
• https://www.easel.ly/
1000s of Reporting, Timeline, Resume and Process templates to
choose from.
• https://piktochart.com/
Has over 400 fully customizable themes with retina-ready images,
objects, graphs, and colors you can edit and adjust according to
your preference.
• https://www.canva.com/

Canva.com

Pickmonkey

Adobe Spark

Where can I get stock photos?
• https://pixabay.com/
• http://www.istockphoto.com/gb
• https://picjumbo.com/
• https://unsplash.com/
• https://www.pexels.com/

The Decline of Organic Reach
• Between January and July 2016, publishers saw a 52% decline in organic reach
on Facebook (Socialflow);
• Facebook's response “simply too many Pages producing too much content for
too many fans, which means competition for visibility on the News Feed is high.
What's more, Facebook is trying to make sure people are only seeing the best
content “
• There's a lot you can do to counteract these changes, like being more selective
about what you publish, paying attention to when you publish, and putting
money behind your posts (boosting).

#1 Be more selective about what you post
• Targeted, selective
publishing; get as much
interaction from a single post
as possible.
• You can target to a specific
audience regardless of
whether or not it’s sponsored,
which may improve overall
interaction with that post
among other people who are
likely to find it more
interesting and relevant.

#2 Remind your
Fans they can go to
Pages Feed on the
left sidebar of their
News Feed to see
content from Pages
they've Liked.

3# Educate you fans
• Educate your super fans that they
can update their notification settings
from your Page.

# 4 Keep your fans thinking about your content

5# Like other Business Pages
See Pages Feed

6# Share engaging videos
• Videos on Facebook are engaging and make visitors more likely to stop,
watch, and maybe even unmute when they spot them in the News Feed.
• Use videos with captions, animations, and engaging visuals to draw in
Facebook users' attention.
• Publish videos for the platforms you're promoting them on for best results
distribute your content on Facebook, YouTube, and other social platforms
you're trying to leverage.

#7 Post video, especially live video
• Facebook has recently added a dedicated video newsfeed in the
mobile app, and they are building a video newsfeed.
• Facebook predicts that in five years, almost all interactions will be
video-based and on mobile.
• Live videos straight from your mobile device.

#8 Broadcast on Facebook Live
• Facebook Live offers is the ability to engage with your followers. With reactions,
comments, and viewer numbers shown in real-time, you can prompt responses
by asking and answering questions in your broadcast.
• Facebook ranks live videos higher than other types of posts.
• Users of Facebook spent 3x more time watching live video over traditional video
a trend that continues to grow. Live video engages by nature and helps others
share.

Ideas for Live Video’s
• How to’s;
• Recipes;
• AMAs;
• Behind the scenes;
• Highlighting you knowledge of expertise;
• Written a blog post recently? Discuss the subject matter live;
• Announcing an up and coming event;
• A sneak peek of a new product or service;
• Answer FAQ’s;
• Engage with your group.

#9 Spend time and effect on your owned assets
• Focus on the digital channels you entirely own and control
- your website and blog.
• Spend the vast majority of your effort creating content
(blog posts and long-form content such as ebooks, case
studies, or videos) that will continue to garner inbound
traffic, leads, and customers long after they’re first
created. If you have time and budget, share those assets
to Facebook for additional reach.

# 10 Start treating Facebook like a paid ad platform
• Once you’ve built an audience of relevant fans, focus on
advertising the content assets you’ve created - blog posts, ebooks
• Use ads to amplify them to targeted users. Remember: It’s likely
only a matter of time before organic reach hits zero

Let’s make a plan!
• Social media planner. There are lots of free printables online or you can
create your own.
• Create two – a weekly and a monthly one.
• Monthly – mark what events are coming up, yours and others. Exhibitions
& events, seasonal, local, sales & offers. You know to schedule content
prior to these to make the most of the promotion. Have it above your
laptop or in your studio so you can add to it.
• Weekly – content planner. Create the content and then schedule the
posts.

Plan your Content
70/20/10
• 70% planned campaigns
• 20% near future
• 10% real time
80/20
• 80% shared content
• 20% your content

Administration of your FB Page

Facebook Groups

Building your community
• Looking for a truly interactive way to engage with your
fan base? Diversify into groups. Why?
Community building is an integral part of your business.
• Groups and communities offer the advantage of being
more authentic marketing strategies; building one to
one relationships with your customers

Benefits of a Facebook Group
1. Control
Over your social media audience and the people interacting with your brand or
product. You can build a group and keep it closed, meaning that members will need
to request to join. You are also able to remove people from the group if needed. With a
closed group, you can build your brand’s perfect community, and cater to the needs of
this audience.
2. More organic reach
Your group will be focused on your brand’s demographic and target audience, the
information you share will have a much higher chance of being clicked on and read.
When you have a group of already engaged audience members, there’s a much
higher probability of them interacting with your content. These are extremely valuable
users for you, so ensure the content you are sharing is also beneficial to them.

Benefits of a Facebook Group
3. Finding leads
• Join groups where your target audience is most active;
• Pay attention to the kinds of problems your target customers are voicing
on these groups;
• Tailor your posts in these groups to answer these questions and address
these pain points;
• Make your business’ contact information easily visible on your Facebook
Group, Page;
• Create your own Facebook group for both your industry and your specific
brand, post helpful content that addresses your target customers’ needs
within these groups (and use it as a customer networking tool).

When is it good to boost a post?
Only boost Facebook posts that help you achieve a specific business goal
Consider WHY you’re boosting it. What tangible business goal do you hope to
achieve?
o Increased traffic to your website or blog;
o Increased page likes;
o Increased leads;
o Increased sales;
o Increased awareness of your brand or of a time-sensitive promotion.
Once you’ve decided on the specific goal you want to achieve, be sure to include a
strong call to action (CTA) in your post.

When is it good to boost a Facebook post?
2. Boost Facebook posts that have already proven popular with your fans
Look at Insights to see which posts have performed and then spend a bit of money to
boost them.
3. Give your Facebook post a chance to get some organic reach before you boost
it;
4. Know when to boost a post and when to advertise
The beauty of boosting is that it’s quick and simple. Facebook ads bring some distinct
benefits that you can’t get with boosted posts.

Facebook Advertising
• Facebook’s targeting capabilities have gotten considerably
better over the past few years.
• You can now pay to reach your ideal persona based on
demographics, interests, web behavior, and more.
• Allows you to track the progress with each of the target
segments;
• Ads can be purchased on a per impression or per click
basis.

Tools and features of Facebook Advertising
Conversion Tracking: Track the actions of site visitors after viewing your
Facebook ad.
Custom Audiences: Target Facebook ads based on your email list.
Lookalike Audiences: Target Facebook users similar to your customers.
Audience Insights: Learn about your existing Facebook audience to better target
your ads.
Website Custom Audiences: Target Facebook users who have visited your
website before.
Facebook Exchange: Place retargeted ads on Facebook for users who’ve visited
a certain product or service page on your site.
Lots of Customizable Reporting: Create reports based on metrics that matter
most for your business.

Decide on your marketing objective?
• Is it to increase brand awareness or reach? Directing users to like your page?
• Is it to increase traffic to your website?
• Is it to increase engagement on your posts?
• Is it to increase more video views?

Define your audience & budget
● Demographics; Location, Age, Gender, Languages, Interests,
Behaviors, Connections.
● Advanced targeting, which lets you include or exclude people who
are connected to certain pages, apps, or events.
● You can also further customize your targeting using custom
audiences to retarget people who have already interacted with your
business.
When you set a budget, it’s important to remember that this figure
represents the maximum amount of money you want to spend. You can
also set your budget to Daily or Lifetime:
● Daily: A daily budget is the average that you’ll spend every day.
● Lifetime: A lifetime budget is the maximum that you’ll spend during
the lifetime of your advert set.

Control your ad costs
1. With a bidding option you are able to select from a range of
different bid setups for adjusting Facebook advertising costs.
2. Bid for simple clicks, likes or page impressions
3. Bidding for clicks or impressions allows you to customise options
more. The default option of bidding “based on your objective” will
set the ad campaign to automatically help you reach your chosen
objective.
4. You can select a daily or lifetime budget;
5. Daily budgets determine how much you spend on a given ad
campaign per day. The ads will stop showing once once you have
reached your daily ad budget.

Use feedback on your ads
• Facebook users have the option of hiding your ad if they
don’t like it or don’t want to be bothered by it
• Facebook will ask users why they didn’t like the ad and
provide this in the form of statistical feedback, this is
free information you can use to see if your ads are
working/or need tweaking.

Customise your ad headline
• When you promote your page the ad headline will be
the same as your page title;
• Play around with your ad headline to make it more
enticing;
• Will create initial impact on your users and fans.
Resources for Advertising

Page Insights

Facebook Page Insights
With pages insights, you can:
• Understand the performance of your Page such as demographic data;
• Learn which content resonates with your audience;
• Optimise how you publish to your audience so that people will tell their friends
about you.

What are your goals?
• Do you want to grow your followers?
• Increase engagement with your posts?
• Increase reach with your posts?
• Drive customers to your website?

Overview
This shows a summary of results for the last 7 days.

Facebook Metrics
• Page Likes: Here, you can look at how many Facebook Page likes you have
this week, compared to last week. This is a useful way to keep an eye on any
spikes or trends. If your performance is worse than last week, why is that?
• Post Reach : This is the number of unique people who have seen your posts
over the last week. These could be fans or friends of fans. When you see your
reach going up or down, have a look at your content to see why you got more
engagement with one post over another.

Facebook Metrics
• Engagement
This shows if people actually like your content. Are they liking, commenting, sharing or clicking to
see more? Underneath these graphs, you see some additional information.
• Recent Post Engagement
Analyze your five most recent posts to see which worked best/worst. If you see a post performing
well, you can click on ‘Boost’ to pay for ads.
• Pages to Watch
You can add your competitor's’ Pages to this list to track their performance. If any competitor
performs really well, it’s useful to see why they performed well so you can get ideas for your Page.
• Suggested Pages to Watch

Posts

Pages to watch

Input name of page

Or select from suggested pages to watch

Page Likes
• The where your page likes happened
• Graph in Insights shows you where people like your
Page.
• You can see the number of Page likes that occurred on
your Page, ads, mobile and other sources.

Total Page Likes

Likes
Good to see the comparison of performance of your page over time periods

Net Likes
Likes you have gained and lost

• Use this section to analyse when and where you get the
most likes.

People

Reach
• Post Reach: this shows you the number of unique people who see your
postings on Facebook over a period of time. This is split into organic and paid
methods.
• Check out the peaks and the lows, why did you get those peaks and
why were some posts not popular at all?

Reach

Reach

Posts
• Identify optimal time for engagement.

Track Like & Reactions to your posts

Want more detailed data?

Exporting Data
• You can export data on your Facebook Page into .xls (Excel), .csv
(comma separated) files for further analysis.
Produce your own customized reports;
• Page data: this gives you rows of a daily breakdown, over a period of
month, of data such as new likes, unlikes, engagements, total reach
etc.
• Post data: this gives you a daily breakdown of data related to specific
posts
• Video data: a breakdown of daily views, unique views, organic/paid

Export your Facebook data

Final Thoughts On Insights
• By learning more about who your Facebook Page fans are and what
kind of content and conversations they engage with, you can better
strategize your future publishing plans and keep your fans interested in
your business on Facebook.

Mobile Applications

Facebook Applications

Pages Manager App
Pages Manager helps admins connect with their audience whilst on
the go managing activity on multiple Pages, all in one place
• Post updates and photos and respond to comments as your
Pages
• View and reply to private messages sent to your Pages
• Option to get push notifications for new activity, tips and
reminders
• View your latest Page Insights.

Facebook Groups App
See all of your Facebook groups in one place.
Discuss, plan and collaborate easily. Follow your
groups here or on Facebook, whichever is easier
for you.
* Create a group;
* Share information, post photos and links and stay
in touch.
* Discover and join new groups for whatever you're
interested in.

Messenger is becoming more real-
time and more visual,” explained
Stan Chudnovsky, head of product
for Facebook Messenger, who
noted that emoji and the in-app
camera are outpacing overall text
message growth.

What shall we be covering?
• The benefits of using Facebook for your business;
• Practical tips to increase your audience;
• How to establish brand personality;
• A look at business pages, groups and sponsorship posts.
• Content Strategy;
• How to use insights to maximise the reach of your posts.
• Mobile applications.

Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk