How to use Facebook for your business

1. How To
for Your Business
Stephanie Ward & Erno Hannink
Copyright 2011 by Stephanie Ward and Erno Hannink

2. Contents
Contents......................................................................................... 2
How To Facebook for Your Business..................................................... 3
Have you been wondering things like:.............................................. 3
Benefits of Having a Facebook Page for Your Business......................... 3
Facebook Facts............................................................................. 3
Personal Profile............................................................................. 4
How to Create Your Business Page................................................... 4
How to Dramatically Improve Your Business Page...............................5
Posting on Your Wall & Knowing When Others Post on your Wall...........7
.................................................................................................. 8
How to Promote your Page & Get More ‘Likes’.................................... 8
Getting People to Interact on Your Business Page............................. 10
How to Sell Products on Your Business page.................................... 12
How to Measure Your Progress by Analyzing the Activity on Your
Business Page............................................................................. 12
Safety Tip................................................................................... 12
Any questions? ........................................................................... 13
Copyright 2011 by Stephanie Ward and Erno Hannink

3. How To Facebook for Your Business
This instruction guide is part of the Facebook for Your Business webinar.
Have you been wondering things like:
 What’s the difference between a personal profile and a business
page on Facebook?
 How can I keep my personal Facebook profile separate from my
business page?
 How do I set up my business page?
 How do I get people to ‘Like’ my Facebook Business Page?
 How can I get people to interact with me on my Facebook
Business Page?
 How is having a Facebook Business Page going to help me attract
more clients and grow my business?
Benefits of Having a Facebook Page for Your
Business
 A place to build your community
 Be where your target audience is
 Attract clients
 Sell products on Facebook
 Increase the number of people who subscribe to your ezine
 Share valuable resources with your community
 Increase exposure on the internet
 Meet new people you otherwise wouldn’t meet
 Build your brand
Facebook Facts
 Facebook has over 600 million active users, this means that they
log on at least once a month
 50% of our active users log on to Facebook in any given day
 There are 3.5 million active users in the Netherlands
 There are more than 200 million active users currently accessing
Facebook through their mobile devices.
Copyright 2011 by Stephanie Ward and Erno Hannink

4. Personal Profile
• Your Personal Profile should not be used for your business or
you could get kicked off Facebook.
• Just use your name, no additions no company name.
• This is why you need a Personal Profile and a Business Page
How to Create Your Business Page
• It used to be called Fan Page and you got 'fans' when people clicked
the 'Fan' button.
Now it's called a Business Page and People like your Page by clicking
the 'Like' button.
• You can start your Business Page at
facebook.com/pages/create.php
• Which category to pick:
1. Local Business
2. Company, Organization
3. Brand or Product
4. Artist, Band or Public Figure
5. Entertainment
6. Cause or Topic
• Don't use category 5 or 6, these are so called Community
Pages. When a Community Page becomes really popular it will be
adopted and maintained by the Facebook community.
• Category 1 or 2 are perfect for a business. Category 1 is perfect
when you have a physical shop that has opening hours and
customers can walk in without an appointment. Category 2 for
when you have an online shop or have an office and work with
appointments.
• Choose the name for Your Business Page. Use your Company Name
or Brand. If you are a independent professional we suggest:
Company Name – Your Name. This way people can find you if
they search for your name or your company name.
• You can change the name of your Business Page if fewer than 100
people 'Like' your Business Page
Copyright 2011 by Stephanie Ward and Erno Hannink

5. How to Dramatically Improve Your Business Page
Your Business Page has been created. Now you need to complete the page
and make it more attractive for people to 'Like' your Business Page. Take
the following steps:
• Include an image for your Business Page. The image will be shown
on the top left of your page. The maximum size is 180px wide and
540px tall. With this size you can make a banner with some extra
information on your business. See for example
facebook.com/BarefootExecutive and facebook.com/fabienne
• An important part of improving your Business Page is be completing
all the details so people can find more information on you when they
land on your Business Page. In the new Facebook page layout the
tabs are on the left just below your Business Page image.
• Starting with the various tabs of your page:
◦ Wall Tab – this is the main tab. Fans and wannabe-fans land here
by default. This where you post content and people who like your
page post content.
▪ What to post will explained in the next section.
▪ With the new Facebook Page layout you can post as yourself
AND as your Business Page. In 'Your Settings' you can change
the default settings for this option. We suggest you switch this
option to off.
▪ Make sure you show the comments of Everyone, you and the
people that liked your page. Go to 'Manage Permissions' – Wall
Tab Shows – select Everyone.
▪ Facebook does monitor for spam and places spam in a
separate view. You can view the spam comments in the 'Admin
view' – 'Hidden Posts'
▪ You can also delete weird comments yourself. Move your
mouse over the post and you can click on 'Remove Post' or
'Hide Post' = mark as spam.
◦ Information Tab – complete the fields in this tab, 'Basic
Information'.
▪ Here you can also change the category of your Business Page.
▪ Describe your company. This is a place where people can find
more information about your business.
▪ Include the URL(s) of the website(s) for your business. Include
http:// so the URLs are clickable.
◦ With the new Facebook layout you can also feature the Page
Owners. We suggest to feature yourself as Page Owner, if you are
an independent professional. You can find this option in the 'Edit
Copyright 2011 by Stephanie Ward and Erno Hannink

6. info' – 'Featured' section.
◦ Welcome Tab – A very important tab if you want more Likes.
▪ A welcome tab is where you make people land first that
have not yet Liked your Business Page. On this Tab you
inform new visitors about the page:
• What is it about
• Whom is it for
• Encourage People to Engage
• Ask People te 'Like' your page
▪ 23% click on 'Like' when they land on the Wall vs
47% click on 'Like' when they land on the Welcome tab!
▪ Check out this example facebook.com/fabienne?
sk=app_4949752878
▪ Our tip, use pagemodo.com to create a custom Welcome Tab.
There is a free version that you can use for one page. There
will be branding for Pagemodo on your Welcome Tab. There
are different templates that you can choose from. These
templates can be completed with your text and photos. See
the Welcome Tab on Stephanie's page created with Pagemodo
facebook.com/fireflycoaching?sk=app_112078882147346
▪ Now you will have to change the 'Default Landing Tab' so new
visitors will first land on your Welcome Tab. You can find this in
'Edit info' – 'Manage Permissions'
◦ There are lot's of free apps available that can add extra tabs to
your page for more interaction. A good example is the free apps
from Involver. This service has apps that are premium and free
apps. With these apps you can add 2 of these for free:
▪ RSS Feed (Blog Tab) – will show the posts from your blog on a
separate tab
▪ Twitter Tab
▪ You Tube Tab
▪ Flickr Tab for photos
◦ Another great app is from Slideshare so you can show your slide
from presentations you have done.
http://apps.facebook.com/slideshare
• The first 6 tabs are below your Business Page image, this includes
the Wall and Info Tab. The next tabs shown can be changed. You
click 'More' below the 6 visible tabs. Then you click 'Edit'. Then you
can use drag and drop to reorder the tabs. You can also hide a tab
by clicking the 'x'.
Copyright 2011 by Stephanie Ward and Erno Hannink

7. Posting on Your Wall & Knowing When Others Post
on your Wall
Most of our action is on the wall. This is also where the interaction takes
place with the people that liked our Business Page. Some ideas of what
you can post on your Wall.
• You post valuable & interesting content once a day or every other
day so the page will show up in the news feed of the people that
Liked your Business Page.
What to write about:
◦ News and Tips from your industry
◦ Links to interesting articles
◦ Book recommendations
◦ Questions
◦ Quotes
• Add pictures & video
◦ Adding photos and videos to your Business Page works the same
as on your Personal Profile
◦ Photos and videos you upload on your Business Page will not
show up on your Personal Profile (and vice versa). So you can
keep you party photos private.
◦ Try to cluster photos in a Photo Album, i.e. events, clients,
examples from your industry
◦ When you add photos to your Business Page this also shows up in
the news feed of the people that Liked your Business Page and
photos draw attention.
• Add your posts from your blog automatically to your wall with the
NetworkedBlogs app. This app will also create a separate tab with all
your blog posts on your Business Page.
◦ Go to http://apps.facebook.com/blognetworks/
◦ Register a blog and complete the data for your blog
◦ Are you the Author of your blog? Yes.
◦ You can verify ownership of your blog by adding some code to
your blog or ask friends to verify you. The last option takes
longer but required no technical actions and will add followers for
your blog and possibly some ratings. Which makes your blog
more visible to non-followers.
◦ The you can setup the syndication of your blog. You can
automatically add updates of your blog to your Personal Profile,
Twitter and your Business Page.
• With the new Facebook pages you can receive notifications from
Facebook for your Business Page. By default it is set. You can find
Copyright 2011 by Stephanie Ward and Erno Hannink

8. this in 'Edit info' – 'Your Settings'.
◦ If someone posts on your wall or comments on a post you will
receive a notification in your inbox right away.
◦ Tip: there is another option that we prefer and that is Hyper
Alerts. It is outside Facebook and you will need to setup and
account at http://www.hyperalerts.no . It is easy and for free.
The advantage is that you have the option to receive updates
right away or once per day for example. Also the notification in
the mail includes the post and comment.
How to Promote your Page & Get More ‘Likes’
Now that our Business Page is all set and we have posted several updates,
received some likes it is good to let your friends know about your page.
• Suggest your Business Page to your friends on your Personal Profile
so they can Like your page. You can find the 'Suggest to Friends'
link at the right side of your Business Page.
• You can also 'Tell your Fans' about it. Go to 'Edit Info' – 'Marketing' –
'Tell your Fans'. You can use your online email service or upload a
contact file that you exported from your e-mail software.
• Once you have 25 likes or more for your Business Page you can
create a Username (customized url) Go to 'Edit Info' – 'Basic
Information'. You will not able to edit this username once you set it!
You need this to make promoting your page easy.
For example http://www.facebook.com/marismith
You can even shorten this link further by using fb.me e.g.
http://fb.me/marismith. So http://fb.me/yourusername
• Once you have set the username (URL) for your Business Page you
can promote your page by:
◦ Posting it on social media sites like Twitter, LinkedIn, etc.
◦ Add the link to your Business Cards
◦ Add the link to your E-mail Signature
◦ Adding a link to your Business Page on your Personal Profile.
Click on 'Edit Info' - ‘Contact Information’ and add it to the
section 'Website'.
◦ On your Personal Profile you can also add employers. Here you
can add your company. When you copy and paste the name of
your Business Page, Facebook will make a connection to your
Business Page. This way friends can go from your Personal Profile
to your Business Page by clicking the employer. See for example
Copyright 2011 by Stephanie Ward and Erno Hannink

9. http://www.facebook.com/ernohannink?sk=info
• You can Add badges of your Business Page to your website. Go to
'Edit Info' – 'Marketing' – 'Get a badge':
◦ You can add a Like Badge – this shows you like that page. People
can click on the badge and will go to your Business Page.
◦ You can add a Page Badge – this shows your Business Page and
people can click the 'Like' button on the badge. (Better)
◦ You can add a Like Box – this will show your page, a like button
and also people and friends that Like your page. (Best) For this
option you will have to go to
http://developers.facebook.com/docs/reference/plugins/like-box
◦ You can add these badges/boxes to the sidebar of your blog
and/or website. You can see an example here
http://www.marismith.com/mari-smith-blog/
• Invite your newsletter subscribers to your Business Page. Send a
special newsletter announcing your new/revised Business Page.
Make sure there is some special content that your subscribers can
find on your Business Page and nowhere else.
• This requires some technical effort, but you can also Give special
Content in Exchange for a Like. The moment people click the Like
button on your Welcome tab they will have access to special
content.
• Create a Greet Box for new visitors to your blog. WordPress has a
great plugin for that. http://wordpress.org/extend/plugins/wp-
greet-box/ In this box you can ask people to Like your page.
• Add a Facebook Like and Share button to your website pages/blog
posts. This will promote your blogpost on the personal wall of the
person that Liked your post. This way new visitors will go to your
site and can see the Business Page on your blog.
◦ Like plugin http://wordpress.org/extend/plugins/like/
◦ Digg Digg plugin http://wordpress.org/extend/plugins/digg-digg/
◦ Sociable plugin http://wordpress.org/extend/plugins/sociable/
• Give something away when someone Likes your page. For example
a book they can download only when they Liked your page. See Guy
Kawasaki's Enchantment book page for this
http://www.facebook.com/enchantment?v=app_4949752878
• Use video on your Welcome tab to make it more personal. See
http://www.facebook.com/marismith?sk=app_351221792913
• Other places to get more Likes:
◦ Thank you page – newsletter signup
◦ Thank you page – webshop
◦ Signature – thank you message LinkedIn
Copyright 2011 by Stephanie Ward and Erno Hannink

10. Getting People to Interact on Your Business Page
• Ask questions – this is a great way to interact with your followers.
You can ask fun and interesting questions. You can ask questions to
build a post for your blog with experiences from your followers.
• Spread your updates on other platforms. There is a link
'behind' the date below your update. Go with your mouse over
the data e.g. 5 minutes ago or a specific date. Click your right
mouse button and copy the link. Paste the link in Seesmic or
Tweetdeck and it will shorten automatically, or use bit.ly to shorten
the link.
• Invite an expert to answer questions on your page. For
example you could invite an expert to answer questions every Friday
for one hour. People can answer questions on the Wall of your
Business Page and the Expert would answer the questions on your
Wall. This will help your followers, i.e. they get their questions
answered, the Expert will get extra exposure, you will have all the
action on your Wall.
• Run a contest. There is a great app to run a contest
http://apps.facebook.com/promotionshq/contests Be careful there
are special terms for promotions and contest. For example You can
not require people to like your page in order to enter the contest or
promotions. But you can add the like button to your promotions or
contest page and get more likes this way. See for more information
http://www.facebook.com/promotions_guidelines.php
• Invite people to share the link to their Business Page on your
Wall – have a special day in the week where the people that like
your page can show off their page. Like a brag basket or
megaphone. Lot's of links will be shared on your page. You get to
know your followers better, learn about their Business Pages. They
can get more likes from other people coming to their Business Page.
• Make photos at your event and publish these on your Facebook
Business Page. Invite people to tag themselves and friends in
the photos. This way the photos will spread in all these status
updates and their networks.
• Link to your Business Page in a status update. You can add the
link of a status update in another update. This way you can get
attention for a status update on your Business Page by using the
link in an update on your Personal Profile. You can also tag the
page by typing '@' and the name of the page. There will be a
drop down list of pages and you can select your Business Page. You
can even promote your Business Page on other people's Business
Page. Be selective with this, and we suggest not to use this on
Copyright 2011 by Stephanie Ward and Erno Hannink

11. competitors pages.
• You can also tag other people's Business Page in a status
update. This update will also show up on the Wall of their Business
Page. We suggest to be selective with this. It is not all about you. It
is better to promote just other peoples Business Page.
• Celebrate your fans. Thank the 100th or 1000th new person that
Liked your page. Show the link to their profile and promote their
website. So they will get a lot of traffic from your page. You can also
have a Liker of the week for example.
• Get 'Likes' and keep Them. Once you have people Liking your page
it is important to stay interesting and informative:
◦ Publish updates regularly - once per day
◦ Make updates about your followers - not about you
◦ Focus on quality updates - quality is more important than
quantity
◦ Post exclusive content – only on Facebook so there is a reason
for people to show up
◦ Answer questions - when people ask questions on your Wall
answer these questions.
◦ Remove spam – remove comments there are their just for
promotion and are not supportive to your Business Page. When
there are too many promotional/spammy links people will stop
visiting your Business Page.
Copyright 2011 by Stephanie Ward and Erno Hannink

12. How to Sell Products on Your Business page
You have some products that you are already selling on your website, like
an ebook, or other digital or physical products. You can sell these same
products on Facebook.
• We suggest to use Payvment as your shop on Facebook
http://apps.facebook.com/payvment/
◦ It is easy to setup and a separate tab on your Business Page.
◦ You can charge in US$ or EUR or 18 other currencies.
◦ You can add your local TAX
◦ Customers are purchasing from your store via Paypal, Visa,
MasterCard, Amex or Discover.
◦ More information http://www.payvment.com/facebook/
How to Measure Your Progress by Analyzing the
Activity on Your Business Page
You are building your Business Page. You get more Likes for your page
and more comments. There is a good way to learn more about how
effective your status updates are and about the demographics of the
people that visit your Business Page.
On the left side of your Business Page you see 'View Insights' –
click this link.
• An overview of your ‘Users’ and their ‘Interactions’ by week or
month (this information can be exported)
• You can get even more details on ‘Users’ by clicking it:
◦ Gender, Age, Country, City, and Language, Tab Views,
External Referrers (and more)
• You can also get more details on your ‘Interactions’ by clicking on it
and see:
◦ For every comment how many impressions it had
◦ And the amount of feedback, i.e. Likes and Comments
Safety Tip
We recommend to add one extra Business Page administrator. In this case
if, for whatever reason, your personal profile get's deleted, there is still a
way to access your Business Page. Be sure you can trust this person
because he/she can also remove you as the Business Page owner.
Copyright 2011 by Stephanie Ward and Erno Hannink

13. Any questions?
You can contact us at:
Stephanie Ward
• @fireflycoaching
• facebook.com/fireflycoaching
• fireflycoaching.com
• stephanie@fireflycoaching.com
Erno Hannink
• @ernohannink
• facebook.com/ErnoHanninkNL
• ernohannink.com
• erno@ernohannink.com
Copyright 2011 by Stephanie Ward and Erno Hannink
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Copyright 2011 by Stephanie Ward and Erno Hannink