TRAINING - Facebook Basics
Once you have established you Business Facebook page these tips will help you get started.
One of the first goals is to grow your followers. The more followers you have the more organic reach your posts will receive.
There are five main ways of building your business page following.
Invite Friends
Send people your page address and/or promote your page address
Run a competition for people who like your page.
Convert post ‘likes’ to page likes by inviting people who like your post to ‘like’ your page
Promote your page (boost posts or advertising your page)
I recommend you use all four of these approaches to build your following.
Invite Friends (Sends an invite to the people you choose who are already connected to your personal Facebook Page).
The ‘Invite Friends’ option is usually found on the right hand side of your business page.
4. Convert post ‘likes’ to page likes by inviting people who like your post to ‘like’ your page
One of the easiest ways to increase your page ‘likes’ is to post some really engaging content that people are more than likely to share. As people share your post more and more people will ‘like’ and possibly share your post and so on…
You can then click on the post ‘likes’ and invite these people to ‘like’ your page.
The post above received 60 ‘like’s each one of these people can be invited to like the page it was posted on. Simply click on the ‘like’s and the option to invite people to like your page will appear.
5. Promote your page (boost posts or advertising your page)
Once you are happy with the content on your page and you feel you have something (your target) customers will like, then a fast way of building your page is to promote it using Facebook’s advertising system.
I suggest 7-day promotions at a time (maybe $3-$5 per day budget) and review your results. If you are happy your advert is doing OK you can increase your budget to $20 per day to reduce your overall cost per like and accelerate your local followers.
If however, it is costing you say $2+ or more per like I suggest looking at an alternative approach.
The video below walks you through getting started with our first Page promotion.
Creating engaging posts on Facebook
The world is rocketing along and grabbing people’s attention is becoming harder and harder each year. So, what we need to think about is creating engaging posts on our page that will encourage people to give us 15 seconds or more of their time.
First things first - Post Structure
A post should consist of either of the following (In order of most likely to get engagement).
Video Post - with text
Multiple Images (Gallery - no writing on image) with text
Single High-Quality Image (no writing on image) with text
In terms of the text on all these types of posts they should be structured so that they ‘catch the readers eye’, provide quality information and a call to action should they want to proceed further.
The heading (THE HOOK) is the first line people will read. It needs to capture the reader so that they would like to read more. One general way people use the ‘Hook’ is to ask a question, however a good indication of what the content is all about often will work
The content needs to provide the reader with interesting information (maybe an offer) that is worth them spending their precious time reading.
The call to action is the third block of text and invites the reader to take some form of action e.g. visit your website, call you, share your post.
The following are examples of the adverts described above in action…
Video Advert
This advert features a high quality video.
It also uses a very powerful tool - a testimonial from a client.
View video below.
Multiple Images (Gallery) Advert
This advert uses images to take people on a journey of what there dream home might look like. The images cab be changed around week to week but the same format is used so people start to identify this post with the company brand.
Advert Goal. Build the brand.
The consistency of using similar images each week helps to build Haskell Construction’s brand and position them as a high quality builder of executive level homes.
NB: Each individual image can be tagged with its own text. Facebook enables people to sahre anyone of these images so it is important to let people know where the image came from.
Single Image Advert
Sometimes all you need is one great image to do a great job.
This advert and image really helps to describe the Gentlemens Club.
Persistency and Consistency
Ideally you want to use similar images and similar adverts consistantly over time. This builds your relationship with the audience and overtime people really start to know your brand.
One way to do this is to establish 12 - 15 ‘Hook’s to use. 6 - 8 different pieces of interesting content and 2-3 ‘Call to action’s. Used with videos, 12-16 high quality images (Sometimes only one of these). You have your marketing formula for up to three months sorted. We call this a marketing campaign.
By checking what works and what does not (views vs engagements) you will start to work out the best combinations. Overtime you will look at a different approach and build different campaigns. Some will be used again and others retired.
Happy Posting.