Facebook Marketing

Facebook-Graphic2

Getting the most from your Facebook Business Page

Marketing on Facebook is easy in the sense that it’s free (we’ll talk paid ads later) and you can do it as soon as you’ve created your page, but getting results is a bit more difficult. I want to highlight a few things that I think are relevant and intentional when it comes to self-promotion on Facebook.

 

Branding Consistency

Your fans, followers and customers should be able to easily identify your company’s social media outlets because you’re consistent. This should be followed as a rule of thumb for all social identities your company maintains (i.e. Instagram, Twitter, Google+, etc.). What I’m saying here is, you have a logo, you like it, you thought it was cool enough to be your logo now put that thing everywhere!

  • Your logo should be somewhere near the top of your website, it should be your profile picture for Facebook as well!
  • You should have a color pallet that is also specific to your business and the visual design nerd in me wants you to know and utilize a specific 2-3 fonts! (This may just be a pet peeve of mine, but if I notice it someone else probably does too!)

You do not have 382 fonts pre-installed on your computer with a challenge to use everyone in your marketing! Your fonts and color scheme should also flow from your website to your printed materials and into your cover photos on Facebook.

Enough of the visual consistency, what about your brand connectivity?

You should have a link to and from everything!! If you have a website and various social media profiles I should be able to find all of them from each other! Your Facebook page should have your website link filled in and tested to ensure proper functionality. Furthermore, your Instagram, Twitter, Pinterest and Blog should also have corresponding tabs linking users to all of them on your Facebook page. Subsequently, your website should list and link to all social media and blogs as well. You following me!? It’s like we’re playing 7 Degrees of Kevin Bacon but everyone is Kevin Bacon!!

Organic Growth

Organic growth, isn’t a reference to anything you may be adding to your products, dinner recipes or front lawn, I’m talking the natural way you build your ‘likes’. Facebook knows and tracks EVERYTHING and by doing so ranks you against every other page people follow. Your rank and interactions matter the better your scored the more people you will reach (even if they already like you).

Your first line of advertising and interaction with members should be easiest, because these should be the people who liked your page simply because they know and support you. That’s right Mom, Dad, Grandma no matter how embarrassing it may be when they ask you questions on your wall instead of through direct messaging, they’re doing you a favor!! Respond back to them on your wall! Trust me it matters, you will ultimately be asking them to share your posts and encourage their friends to like your page too! These interactions with your new fans matters to Facebook, because unlike your grandmother, Facebook does not care how you know her it simply cares about who she likes(your business) and whether or not you respond to your “fans” in a timely manner, and if she shares your stuff frequently, likes your posts and interacts with your page. The more back and forth you can generate on your page the higher your score is to Facebook. This encourages Facebook to not limit your views because to it you’re someone who is relevant and enjoyed by your followers.

Overlapping point one and two for a second, you should be promoting your Facebook presence everywhere and should be encouraging people to like your page everywhere you go! Organic growth is really the key to looking like a golden child to the Facebook algorithm. Printed materials should list the Social outlets you are on, and should use some sort of call to action(Like Us, Follow Us, etc…) to encourage fandom!

Customers & Messaging

The first thing you should have done when you were in the planning phase of creating your business is identifying your target market. Depending on how specific you got with that description will hopefully make it easy for you to label your customer based on their defining characteristics like age, sex, income, hobbies etc. With a mental image in place of the perfect customer for your business, you need to speak to that person, speak like that person and relate to that person. Follow this practice whenever you are delivering a message to your audience.

People want to be able to relate to your products and feel like you relate to them as an individual. So keep a few simple things in mind when communicating:

  • Highlight and speak to your customers about how your product is going to benefit them.
  • You’re a small business, act like it! People want you to be relate-able, give behind the scenes that are professional and still relevant to your business and audience. Avoid over-sharing personal information on your business page, no one cares what your kids/cats are doing(sorry!).
  • Encourage customer feedback in the form of product usage photos, pioneer a #hashtag of your own and use it always. Tell your customers to use it too, it’s easy to search for you that way!
  • Choose a time to post and try to stick to it. This will require some trial and error and would really be the best idea to use an app to help you scheduling posts. (Hootsuite, Buffer)
  • Over-or-Under Whelm – Avoid flooding your fans news feed with multiple posts consecutively and also, being forgotten about because your last post is a stagnant 3 week old ad.
  • Pay Attention – Utilize the Facebook analytics to track your posts reach and success. Figure out what works and doesn’t work. Recommendations are to use visuals and open ended questions to encourage feedback. More trial and error!

This certainly isn’t everything you need to do in order to create a successful social media presence and ultimately a successful business, but these will definitely get you headed in the right direction.

 

Send us a message and let us know we should now be following you!! Do the same thing when you join Instagram(@thesoapguild) and Twitter(@TheSoapGuild) too!!

 

Creating a Facebook Page for Your Business

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So you have decided to start your own business, you’ve spent long hours choosing the perfect name, you’ve decided on the coolest logo and your business cards just arrived in the mail yesterday. You’re ready to hit the local craft shows, peddle your products to all the trendiest local boutiques and have told everyone you know (even the last person who commented to you in line at the grocery store) about your products. All done right? Not so fast, your largest and cheapest marketing tool has yet to be established. That’s right, Facebook! You need to start your own business page to begin telling your followers why your product should be their next purchase. Now, we’ve all had that friend who is all to eager to fill up your feed with their latest foray into yet another pyramid scheme and we’ve all been torn on whether or not we can afford to subsequently block said friend. Here’s how to not become the next friend to get the ‘Block All Post from This User’ treatment.

Creating your own business page separate from your personal Facebook page is what you are going to do and here’s how.

You already have a Facebook account and if you don’t, you will need to change that first (everyone from high school won’t speculate on your whereabouts and possible death anymore, yay!) It’s easy:

  • Head on over to Facebook.com and fill out the form fields on the right of the page to create your account.
  • Now that you have your personal account set-up, login and click the deltoid at the top right of the page. (see photo)

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Select “Create Page” and follow the next steps choose “Local Business or Place” and enter as much information about your business as you can. The more you let Facebook and subsequently your pages followers know the better off you are.

Once you’ve completed these few simple steps your work really begins.

  • Write a great description for your business, fill in all the fields you can.
  • Add a great cover photo and make your profile photo your shiny new logo and start filling up your wall.
  • Connect your web store, link your businesses Facebook page with all your businesses other forms of social media(sorry but it’s all free and it’s basically a must have these days).

Your products and business are important to you so really spend some time getting your page really well set and it will pay off big time when you formally petition all your friends to like your new page! There are some things to really pay attention to when filling in your businesses information on Facebook, because nothing is more frustrating than incorrect information on a business page, so ensure that it’s there and it’s correct:

  • Phone # & Email Address
  • Store link (your website)
  • Business hours (when you want calls)
  • Company Bio (make it unique and interesting)
  • Link All Personal Social Media Outlets (Seriously!! People like me check)

Now that you have this amazing new Facebook page for your business, send us a message and let us know we should now be following you!! Do the same thing when you join Instagram(@thesoapguild) and Twitter(@TheSoapGuild) too!!

Happy Facebooking handcrafters and if you haven’t done it yet, follow us on Facebook, Instagram, Twitter, Pinterest and our blog cuttothetrace.com.

Be on the look out for the follow up posts on “Optimizing your Facebook Page” and subsequent social media themed tutorials.

5 Business Lessons to Learn From Taylor Swift

5 Business Lessons to Learn From Taylor Swift

 

Whether you’re totally fed up with seeing her face and hearing her music everywhere, or are a diehard fan, you can’t deny that T.Swift is a marketing genius.

You may not think that, as a professional entertainer, her tactics bear any relevance in your own life and business, but you’d be wrong. Being a big-time celebrity today doesn’t just mean you have to entertain your audience – that’s only half of the job. You also need to create, build, and maintain a brand for yourself. Which is what you work so hard at everyday, right? So take a look at these 5 business lessons, and take notes from the chart-topping icon.


1. Never be afraid to go in a different direction.

Taylor Swift Business Lessons

For 6 whole years in a row, Taylor maintained her status as a current-day country icon. Then out of nowhere she flipped a huge 360 and produced an entirely pop album! To say that there were strong opinions about her choices and new direction would be an understatement. Disregarding the negative feedback, she worked hard and stayed true to to she IS instead of who she WAS. She proved that it’s okay to change your image/brand to reflect your ever-evolving style and preferences. Considering that she still has yet to leave the top of the charts, i’d say that it worked. Never be afraid to try new things because you’re unsure of how it will be perceived. Your #1 fans will still love you anyway.


2. Be authentic/relatable.

Show your followers and customers the behind-the-scenes of your life and business. In a creative business you ARE the business, so show everyone who YOU are as a person! What does the day-to-day of your business look like? Part of why T.Swizzle dominates the social media world is because she’s not afraid of sharing the quirks and imperfections of her life. She shows her extended family packed in a van for a trip to a family gathering. She showcases her 2 cats Doctor Meredith Grey and Detective Olivia Benson at every opportunity (shoutout to Grey’s Anatomy and Law & Order fans). People love witnessing and connecting with the ordinary. Do like Taylor does and proudly tell and show people what is the most important to you!


 

3. Reward & surprise your loyal fans (um, customers..).

This may just be what makes Taylor stand out the most from other celebs. If there’s one thing she knows, it’s how to leave an impression with a thoughtful surprise. In September of last year, T.Swift invited a group of fans to her home in L.A. , baked them cookies, gave them an exclusive secret session performance of her then-soon-to-be-released album, 1989, and hung out with everyone afterwards telling them the real stories behind the songs. Later that year she also hand wrapped gifts, some from around the world, that she had specifically picked for some of her social media fans (!!!). She included a handwritten card for each of them, and in one case even DROVE to Connecticut and hand-delivered gifts to a fan and her young son.  Now, am I saying that you, as a business, have to be as generous or go to the great lengths that she did? No. But by personalizing a free gift for someone to show that you pay attention to them as an individual and that you value them can go a long way. Check out their purchase history – Is their one specific product that they purchase all the time and might be their favorite? Send it to them with a handwritten note and make their day!


4. Know your target audience.

Taylor Swift wears "No It's Becky" tee

Knowing where to find your target audience and what they find popular is huge.  A great example of T.Swift rocking this is when she made her Tumblr fans explode by wearing a “No It’s Becky” t-shirt (a nod to an inside joke involving her that came about on Tumblr). She had a huge reaction from people who loved sharing a joke with her, and having proof that she stayed current and active with her social media. She’s also been known to use Twitter as a way of communicating with individual followers directly as well as keeping an eye on what sort of content her fans are sharing with each other. She doesn’t just primarily use social media for marketing, but will use it to create relationships with fans through casually responding to comments, liking and reposting their pictures. As a business, you should do this too! Join in on the conversation and use it to make your brand seem more relatable!


5. Deliver the highest quality possible.

One of many things that Taylor could shamelessly brag about is her ability to provide value and leave an impression. She is notorious for giving her complete all in every single performance, which are usually around 2-3 hours long. On her current tour for her 1989 album, she has regularly surprised her audience with guest stars from all other genres of music during each concert. Getting to see multiple famous performers for what you thought was the price of one? I don’t think there is anyone out there that wouldn’t totally dig that.  So take a second and think – What are you doing to surprise your customers? Are you making sure that each product/service you offer is of the highest level of quality and value? If not, it may be time to take a tip from T.Swift and make changes until you’re able to start exceeding expectations regularly. They’ll be sure to spread good things about you and remain a steady follower!

♦  ♦  ♦

I challenge you to arm yourself with these tips, take a good look at your current tactics, and identify which areas could use the T.Swift Touch. Cherry Red lipstick optional ; )