Whether you’re just getting started or looking to amplify existing efforts, Facebook for Business can help you understand your options and choose the appropriate strategies. In the Getting Started section, you’ll find tips for meeting specific business goals, like increasing online sales or launching a new product. The Solutions section organizes our advertising tools and strategies by both product and industry.
This seems to be more geared towards advertisers rather than people looking for organic growth, but if you are spending on advertising, the extra resources to help you make more effective use of your money don’t hurt!
Photo comments, embedded posts, more text in your page’s cover photo… there’s so much you can do with the recent changes Facebook made.
Use photo comments to increase fans’ engagement with your page and to crowdsource content
Facebook introduced photo comments, first for people and now for pages. You can now add a photo to your comment just like you can add one to your status. This is a great opportunity for businesses: you can ask your fans to submit photos through Facebook comments! For example, you can ask them to submit pictures of them of using your products or eating at your restaurant, and say you’ll use the best photo as your cover for a week.
Facebook recently overhauled its Page Insights: i.e., the stats page owners get for their page. Let’s take a look at what’s great and what’s not.
Facebook’s clearly made an effort to cater to its business users (or page owners) with the new Insights. Instead of being the difficult-to-understand, difficult-to-navigate mess the old Insights was, the new Insights (and the nice tour of it) talk directly to the user and actually offer insights.
Twitter is a tricky medium for small businesses. You will find a lot of people saying it’s a waste of time and enough people who swear by its benefits. You need to build your following, but when you start out you have to focus on following the right people.
Here is a quick guide on what kinds of people you should follow.
1. Customers – existing customers or people in your target customer group
You should follow your customers to see what they are talking about — what they are interested in, what products/service they like and what they are complaining about. Also this is a good way of letting them know that you are on Twitter. If they are interested in what you offer, they might even follow you back.
But don’t start selling to them on Twitter, not yet. Listen, engage and offer help but don’t be pushy.
We haven’t done an interview in a while, and I’m especially pleased with this one because it focuses on an interesting industry: book publishing.
Maegan Chadwick-Dobson manages social media for Tara Books, an independent publisher based in India. Tara Books has an awesome Facebook page with lots of lovely photos of their books, events, and “the Book Building.” The Twitter account shares interesting info as well, and Maegan is behind it all! We asked her about social media, marketing to an international audience, and more.
My questions and comments are in bold.
You share a lot of interesting updates on Facebook. Do you keep a publishing calendar or just decide at the moment what you’re going to post today?
I recently got a question about how to learn SEO, and thought that is a great topic for a weekly round-up! Here are some of my favorite blogs and resources.
Moz (previously SEOmoz) is where I go to most often when I need an answer. They have great explanatory guides on anything from title tags to canonicalization. Their blog also has in-depth articles on a range of SEO topics, including this recent one on redirects and their effect on your website.
And if you’re new to SEO, their beginners’ guide might be a good place to start.
Twitter is a tricky medium to get right, and many, many brands make a few simple mistakes.
Not Following Anyone (or Following Too Few People)
Twitter is a social medium. If you’re not following anyone, that tells me you’re not interested in listening, only talking. If you’re a big brand with tens (or hundreds) of thousands of followers, you can get away with this, but small businesses can’t.
Listening’s necessary, but why are you on Twitter if you’re not tweeting?
The Fourth of July is the American Independence Day. If you’re marketing to customers in the U.S., don’t miss this opportunity of doing a special promotion or marketing message. I’ve put together some ideas from other bloggers.
Mistakes happen. Someone mixed up a customer order or made up a bill wrong. You send out an email to the wrong list. There’s a bug in the rice. (This happened to me not so long ago.)
No matter how hard you try, how good your employees are, or how rigorous your quality-control process is, some things slip through the crack.
It’s how you manage after the mistakes where your company’s culture and customer support shows. How you handle the customer after she complains, or after you discover the mistake, determines whether you can manage to retain her.
When I got that tiny bug in my rice, the restaurant manager apologized profusely and when I refused another serving of rice, offered another dish as replacement. We were at a lunch buffet, but for the rest of the meal, we got served at the table. It’s been some months, and I still remember the incident, but I have mostly good feelings about that restaurant. In contrast, I’ve had many experiences at other restaurants where the wait staff made a mistake but were quite blasé about it.
So I found this recent email from the CEO of PowToon both amusing and admirable.
Not much. Your marketing should be dictated by the preferences of your target customer segment anyway, and there is often less difference between marketing to small businesses and marketing to consumers than there is between marketing to small businesses and marketing to large businesses.
Is marketing less important for B2B?
One presumed difference between B2B and B2C is that B2B is driven more by sales and references, and B2C by advertising and marketing. But that difference is due more to the value of the product and the length of the sales cycle than to any inherent differences in marketing practice. For high-value products (like a large IT consulting contract), you have to hand-hold the customer through the process and (gently) nudging them towards the sale. Because a big amount of revenue hinges on every deal, there is a lot more resources spent on having each deal come through than it would if you were selling a SaaS product or an iPad app (even if they’re also business products).
But the differing value of products matters in B2C as well: if you’re selling apartments, reputation and word-of-mouth are critical: and you’d expect to have to nurture the customer and nudge her towards the sale.
According to the BIA/Kelsey report, 97% of consumers use online media before making local purchases. Google Research showed that 9 out of 10 internet searches resulted in a follow up action, such as calling or visiting the business. Mobile searches triggered an additional action or conversion 73% of the time; and 28% of mobile searches resulted in a store visit or purchase.
If you’re a small-business owner or marketer, you know your best customers by name. You know why they are good customers — which goes beyond being just regular to being easy to work with, or maybe they give you constructive feedback. If you’re a B2B business, you know their business challenges. If you’re a bakery, you know Donna loves cheesecake and is allergic to walnuts.
Why is this an advantage? Because it makes it so much easier to tailor your marketing and sales to them. To tell Donna she might want to try the new mango cheesecake just in and that you’re baking a fresh set of nut-free brownies. Big businesses have to get sophisticated CRM systems to keep track of that stuff… but small businesses can do it more organically and easily.
Your Website Performance table on Markitty is a quick snapshot of your website over the current month and the previous three months. It gives you a quick look at how your website data is trending, answering questions such as:
Are visits increasing but unique visitors decreasing? (Do you need to reach out to more new visitors? Are your visitors becoming more loyal?)
Are visits decreasing but page views going up? (Are your visitors more engaged with your website?)
Is average visit duration increasing over time? (It should!)
In our interview series, we asked marketers and entrepreneurs we admire about their marketing practices. One question I asked most people was about metrics: what metrics do they measure or think are most important for small businesses should measure?
If your website is also your product (content sites like Ask A Manager and YourStory, product startups like AppSurfer, e-commerce sites), website metrics are of paramount importance.