Facebook Marketing

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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!!

 

HSCG Vendor Spotlight Feature: Rustic Escentuals

HSCG VENDORSPOTLIGHT

Happy Friday Tracers! This week’s #HSCGVendorSpotlight goes to our lovely friends at Rustic Escentuals in Roebuck, South Carolina!

Having started out in 1999 with founder and owner Amy Pascoe filling orders in the middle of her laundry room, it’s quite impressive that now Rustic Escentuals has grown into a widely popular specialty warehouse that acts as a “one-stop-shop” for the industry!

Such a great color selection!

Such a great color selection!

Not only do they offer wholesale candle, soap, and cosmetic supplies, they also have equipment, packaging, learning resources and a book collective to help handcrafters improve their skills!   They pride themselves on offering high quality products at affordable prices, and strive to help business owners and hobbyists alike succeed!  And we of course can’t forget to mention their crazy-huge selection of fragrance oils – Whether you’re looking for a hunky-man scent, a fresh smell to copy the spring breezes, or a drool-worthy scent that brings you flashes of walking into a warm bakery on a cold day, you’ll be sure to find it under the search-by-category feature on their website!

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Rustic Escentuals has always been a huge supporter of the HSCG since day one, and we couldn’t be more thankful to have them as a part of our community!

What’s your favorite RE product that you just can’t live without? Post in the comments below and be sure to follow them on Facebook!

HSCG Vendor Spotlight Feature: Mad Oils, Inc.

 

Howdy Tracers! 

It’s been decided that we’re going to start showcasing all of our lovely feature posts right here on Ye Olde Blogg so that we (and you) will be able to admire them for years to come! I know, we’re excited too.

We are even more excited to say that this week’s #HSCGVendorSpotlight goes toooo….(*drum roll*)

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Mad Oils, Inc. in Riviera Beach, Florida!!

These ladies are truly superstars. They pride themselves on providing “crazy good” high-quality products AND unsurpassed customer service to soapmakers & cosmetic makers everywhere!

They offer fantastic content through their blog, and are also working on developing their snazzy new website where they’ll have tutorials, demo videos, and various bath & body recipes! Sounds like a good time, no?

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They welcome you to share pics of your finished products by email or posting them on their Mad Oils Facebook page.  Always looking to improve, they also value receiving feedback from their customers (both good AND bad, so keep it constructive people) to let them know what worked and/or didn’t work for you.

We love them, do you? 

Are you a loyal Mad Oils groupie? What products of theirs do you use? Drop a comment and share the love!


Check out their lines of natural colorants, packaging, micas, essential oils, fragrance oils, clays, and a ton more on their website – www.madoils.com

(All of the amazing background images were knowingly provided by Mad Oils from their FB page – go check ’em out!)