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Facebook for Business Tips 

Trying to reach your target audience through social media? Or maybe you are trying to expand your audience to include other demographics? Facebook for Business is a great place to start, especially since it now has over 2.23 billion monthly active users. 

A business page on Facebook has never been easier to create and maintain. Let’s take a closer look at what you need to do to get going on Facebook and some tips to keep users returning to your page. 

Create a Business Page 

Follow this link to create a business page. To get started, choose a Page category either business or community depending upon your needs. From there, you will be prompted to add a cover photo. We suggest something familiar such as an image of your office, logo, or products. Choose wisely because this icon image will appear every time you post. From there you will want to fill out all of the business information sections including a short description of your business, hours of operation, phone number, website address, and a link to Google Maps so customers can easily find you. 

Once the page has been created, you can customize it for your business with tabs that make sense for your field. For example tabs could include: your posts, your photos, reviews of your business, special offers, community events, important dates, or videos. Get creative! 

Posting to Facebook 

Now the fun begins! You can start posting on your page and start gathering Facebook likes, friends, and followers. Be sure that each time you post you are doing it with content in mind. You should not just post randomly and without purpose. Have a content brainstorming session that will help you come up with the top things you think your customers will want to read. For example, include links to articles in your field, pictures of your office or product, employee spotlights, specials and discounts, insider tips, or maybe infographics that can easily be shared. It’s really up to you whether you want to be informative, funny, creative, or thinking outside the box. 

Create a Social Media Calendar 

In order to not overwhelm your readers with too many posts or multiple posts a day, it is important to create a social media calendar. A simple list of what you will post on specific days will help you stay organized and keep you from over posting the same topic. Remember, Facebook allows you to schedule posts whenever you want, or you could use a social media manager like Hootsuite

Respond to Readers 

Facebook recognizes companies that respond quickly to readers with a “Very responsive to messages” badge below your Page’s cover photo if you have a response rate of 90% and a response time of 15 minutes over the last seven days. That means that you are on the page often and maintaining connection with your clients. 

Post at the Best Times for your Audience

According to research published on HubSpot  there is data out there on optimal times to post on Facebook. The best time to post on Facebook is 3:00 p.m. on Wednesday. Other optimal times include 12:00–1:00 p.m. on Saturdays and Sundays and 1:00–4:00 p.m. on Thursdays and Fridays. Engagement rates are 18% higher on Thursdays and Fridays, and weekdays from 1:00–4:00 p.m. tend to see the highest clickthrough rates. On Fridays, Facebook use spikes by 10%. Since people tend to be happier on Fridays, marketing guru Neil Patel suggests posting funny or upbeat content to match your audience’s mood. The worst time to post on Facebook are weekends before 8:00 a.m. and after 8:00 p.m., according to SurePayroll’s research.

Do you need more information about Facebook for Business? Consider attending our workshop on September 26th. 

 

Social Media – Where to Begin 

Yes, everyone is doing it! Social media is a beast and if you haven’t gotten on board yet, then you may not even know where to begin. What channels should you choose? How often should you post? How can you know if your campaign is successful? Let’s take a closer look at how to get started on a social media campaign. 

Determine Your Goals and How to Measure Them

Before you even login or download an app, start brainstorming with your team about what your goals are. Do you just want to increase brand awareness? Or perhaps you want to drive more traffic to your website? Maybe you want a way to connect with your target audience and supply them with deals and savings? Social media may be your way of generating leads. 

Once you set out your goals, you will be able to determine how those goals will be measured. Google Analytics can help as well as the individual page manager section to each social media platform like: Facebook, Twitter, Instagram, and LinkedIn. Those stats can tell you how many people are engaging in your social media posts as well as how many likes, shares, and retweets. 

Know the Pros and Cons of Each Platform

Get to know what the basics are for each type of social media and whether they attract your target audience. For example, Instagram tends to attract millennials and is visually based. Facebook, on the other hand, draws in an older crowd that are looking for content sharing. LinkedIn is more business connection-based. Twitter can be a mix but leaves out the longer content. Before you start setting up your profile or business page, make sure the platform you choose is the right one for your demographics and your service/product. Find out how much advertising costs and what the return is. 

 

Make Your Posts Worthwhile 

Viewers on social media have become quite savvy and are mostly against pages that advertise constantly, or sound like a robot. Be human in your posts and give the readers something worthwhile to read. Make it worthwhile by adding content that your followers will be interested in, or by running promotions/discounts for followers who mention a post. Do something to get your followers to engage with you by retweeting, sharing, or commenting on your posts. 

 

Measure Your Success

At regular intervals measure how your campaign is doing. How many more followers do you have? What is your engagement number like? Should you shift your content or offer more things that encourage followers? Your analytics page can help. 

Need help getting started on your social media campaigns? Check out our calendar of events. We often host workshops on social media and how to boost your business with an online campaign. 

 

Business Social Media Mistakes to Avoid

Social media feels like it is everywhere! Depending upon your age, field of work, and lifestyle, you may be on Facebook, Instagram, LinkedIn, SnapChat, Twitter, or Pinterest. It’s hard to keep up with all of the posts, pins, tweets, and snaps!

The good news is that you really don’t need to be everywhere, but you do need to be somewhere. Read on to find out about your business and what you should be doing on social media by looking at some pretty common mistakes of social media marketing.

Failing to Have a Social Media Strategy

Social media may seem like fun and games, but for businesses it is actual work that needs to be carefully crafted and maintained. Companies need to find their niche and use that to drive their marketing strategy. Without a strategy there will be no understanding if your efforts are working. What’s worse is that followers will wonder what’s going on with your company if they try to interact on a channel and there are no replies. That would send a message that your business is not thriving in this digital age.

Failing to Understand the Target Audience

One of the main goals of any marketing department is to understand who is using your services or buying your products. Demographics are critical. What age, gender, education level, and/or location is drawn to your company most? Without knowing who your audience is, you will not be able to focus your social media strategy in the right areas. For example, LinkedIn tends to be a platform for professionals trying to make connections in the business world, whereas Instagram and SnapChat tend to draw a younger crowd with more visual content. Once you understand who you want to market to, then you can focus your efforts on the right social media platform.

Failing to Address Negative Feedback

We have all seen it on social media, a benign post gets a negative comment and the company does not react. This is sending a message that you either do not care about your consumers or you are not on top of your social media pages. Either way, it is not a good message to send to potential customers. Along the same lines, do not delete the message but rather respond quickly and courteously to show that you are responsive and want to correct any wrongs that may have occurred.

Social media is a full-time job where someone on your team needs to develop content, post it and, most importantly, follow through with comments made by followers. Don’t have a spare employee to spearhead this process? You may need to hire a social media consulting company or social media specialist who can nurture your presence online and steer you in the direction you want.

Drones for Business Use

Over the past several years businesses have cultivated new and interesting ways to add drone technology to their critical tasks. Amazon Prime Air Service is planning to offer fast delivery turnarounds with a drone prototype. Shell Oil Refinery uses drones to complete safety and compliance inspections. Walmart applied for a patented drone system to carry items around the store. And the British Broadcast Company (BBC) uses drones in order to broadcast events happening in real-time.

These companies are just examples of how business leaders have utilized unmanned aerial vehicles to bolster sales, get a jump on the competition, and be an innovator in the area of drone technology. Is your company considering using drones for transport, surveillance, safety, imaging, or any other reason?

The idea of using unmanned aerial vehicles is not a new one. In fact, the earliest unmanned aerial vehicle in the history of drones was seen in 1839, when Austrian soldiers attacked the city of Venice with unmanned balloons filled with explosives. As you can imagine, some of the balloons hit their targets, while others did not. Even then, drones had dangers associated with them.

Today’s businesses are looking for any means necessary to get ahead, cut costs, and make a name for themselves. Drones may fit the bill in many of those instances. However, there are some caveats to drone flying. Drone flying must meet the requirements put forth by the FAA – Federal Aviation Authority. Some of these requirements include an age requirement of 16, a remote pilot’s certificate, passing the Transportation Security Administration (TSA) vetting process, meeting a weight limit, conducting a pre-flight check, obtaining an operating license depending on the class of drone, and a myriad of flying rules once in the air.

In more recent news, commercial airline pilots have complained about having near misses with drones upon landing or having drones flying in restricted space. Know Before You Fly is a great place to start if you are looking for more requirements and regulations when it comes to drone use for your business. It is a great resource to connect with before you begin your business drone planning.

Are you considering integrating drone use into your business? We suggest checking out our seminar on May 13 entitled “Drones for Municipalities: What You Need to Know in Order to Fly (Hands-on Workshop).” Check out all of Enterprise Center’s seminars on our events page.

 

Pinterest for Business

Chances are that if you own a business website, you also have links to social media or at least some presence on one or more of the social media platforms. Facebook, Twitter and LInkedIn are the common choices for many small and medium sized businesses. Have you considered Pinterest? Here are a few compelling statistics that may sway your social media choices.

  • Pinterest has 150 million users as of January 23rd of this year. Seventy million of them are in the United States. That is a lot of traffic that could be seeing your products and ideas.
  • Millennials use this social media platform as much as Instagram so if your target audience is in the age bracket consider becoming a pinner and poster.
  • 87% of Pinners have purchased a product because of Pinterest.
  • 93% of active Pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest.
  • What’s unique about this mode of communication compared to most social media websites, is that it reduces the number of steps from discovery to conversion. This means that visitors from Pinterest convert into leads or sales faster than from other social media sources.
  • About 95% of the images were either pinned or re-pinned from the web which means you are building valuable links to your site daily.
  • The half-life of a pin is 1,600 times longer than a Facebook post.
  • The average pinner user spends 14.2 minutes pinning every time they log in.

Convinced? Check it out and see how it can work for your business at PinterestBusiness.

Common Mistakes of Social Media

Social media is fast becoming a cost effective marketing tool that can help increase traffic to your website, give your company brand exposure and convert viewers into consumers. So if you are jumping on the social media bandwagon and don’t quite know what to do, here are a few tips of mistakes to avoid as you navigate the social media world.

  • Failure to Make a Plan – Don’t just start tweeting, posting and pinning without having a plan. Knowing which social media platform is the best for your demographic is a good place to start. In addition your company should plan when and what to post. This may involve doing some serious research about who your target audience is as well what they will find valuable on social media.
  • Failure to Interact – Many companies post on social media without interacting with followers or fans. Don’t miss this opportunity to respond and speak with your audience. Interactions can build valuable relationships so don’t miss out!
  • Posting to No One –  While it is great to have posts scheduled and visible on your page or wall, it is more important to grow your followers. If you are posting with no fans, then you are wasting your time and money.
  • Having Incorrect Info on your Page – Have you updated your company profile lately?  Chances are something has changed on the contact information that could cost you customers.
  • Irregular Postings – Fans and followers tend to be creatures of habit. if they can anticipate when you will post whether it is weekly or daily then they are more likely to check in with your page. Postings should also include content that your readers will find meaningful, useful and valuable.

Social Media Analytics

So you own a small or medium sized business and you understand the importance of being a presence on social media. In fact, you have created business pages on the top social media platforms like Facebook, Twitter, Instagram, and LinkedIn. Maybe you even have joined industry specific platforms like Houzz or Doximity. But how do you know exactly how well your pages are doing? What you really need to do is study the analytics of your pages and see if they are making an impact. Evaluating social media analytic data will tell you whether your pages are performing well or falling flat.

Analytics will help your company focus on what your goals are in regard to being on social media. For example, is your goal to increase “likes” or “tweets”? Is the goal to convert viewers? Is the goal to increase brand awareness?  Analytics can help you fine tune those goals and help you keep track of your performance. In addition analytics will help your company keep track of key performance indicators (KPIs). These can be broken down into: likes and shares your posts receive, replies and comments and (most importantly) clicks your links and content.

If you are a novice to social media analytics you will want to start with some research into what the numbers mean and how to translate those numbers into actions. Google Analytics is one of the most popular analytics tools out there. It can report most anything about your website and traffic, including all the necessary social referrals you’re interested in. One feature of Google Analytics is the ability to create custom dashboards of just the metrics that matter to you. In addition to Google, Buffer (a social media management tool) and True Social Metrics (a dashboard of analytics) can help you examine whether your efforts on social media or working or whether you need to go in another direction.

Best Practices LinkedIn

Being a presence on social media is pretty much a given for businesses in todays fast-paced digital economy. But what social media platforms and how do you make the most of the social media that you do use?  Well, if you are a professional who wants to connect with other professionals, you will want to get your company, brand and personal page up and running on LinkedIn as soon as possible.

According to Moz Online,  LinkedIn is the world’s largest professional social network. It connects colleagues with each other and businesses with current and potential employees, all while enabling community development and content sharing. LinkedIn’s potential lies in its power to build authority, establish thought leadership, and cultivate a robust network. Join us for a peek behind the curtain to see if LinkedIn is a match for your business. Here are a few suggestions of how to optimize your business on LinkedIn. 

  • Complete your profile, both personal and professional, as fully as you can. Use

    keyword-rich descriptions that are easily searchable.

  • Constantly build your LinkedIn network. The more people you are connected to in LinkedIn, the more likely you’ll be able to find someone you know who is connected to someone with whom you’d like to be introduced.

  • Build your company page. Along with those key words use images that show off your company and the services or products you offer. 

  • Participate in Industry Groups. Find some active, quality groups within your industry and start participating by joining conversations, answering questions, being helpful, sharing interesting third-party articles.

  • Solicit recommendations for your products that can read like testimonials and give your company a positive image.

  • Establish yourself as a leader by publishing articles and content that is seen as useful and interesting for other people in your industry.

  • Make sure to respond to your posts, reviews, and questions. If a user leaves a product review, thank them. If they have a complaint, address it. Answer questions and offer advice and assistance.

  • Engage your employees. Your employees are your best brand ambassadors, so encourage them to add your company to their LinkedIn profiles.

     

Tweeting Rules for Business

SinceJack Dorsey founded Twitter in 2006, there have been some pretty basic rules for use. For example, 140 characters was the limit of each tweet until late last year when images no longer counted towards that number. Twitter also introduced the rules of using the @ sign and hashtag symbol(#). But with the creation of Twitter also came some unwritten rules of etiquette. These rules become more important when you are a business leader and are trying to put forth a positive image for your company or brand. Here are a few that you should consider every time you tweet.

  • Behave as you would offline. How you conduct yourself in public before social media has a direct impact on how potential and current customers view your business. Be sure everything you tweet is in alignment with your business beliefs and company policy. 

  • Use your business logo. Your profile image should be your logo if you are specifically tweeting about company news. Branding your logo on social media becomes important when you want viewers to recognize your colors and images.

  • Use signs and symbols properly such as the @ and # characters. Using excessive hashtags will only annoy your followers and muddy your message. Use them as you would a search term.
  • Use authentic and useful content. Mix links to your company website or blog posts with other compelling content — such as photos, your spin on industry news, or inspirational fodder — that puts a human touch on your brand.
  • If you retweet, give credit for that tweet. Do not claim you came up with something clever when you really didn’t. This could backfire on your brand.
  • Follow people who follow you. Building followers of your brand is the ultimate goal, so join in the follow parade!
  • Promote your brand and business but do it in a way that gives the viewers something such as a link to an article, blog, photos or something more than just the hard sell.

With over 307 million monthly active users, Twitter is one of the most influential social platforms that every organization and individual wants to use to their advantage. When used correctly, Twitter can, perhaps, prove to be the best tool for reaching out to your target audience.

Facebook Advertising

More than one billion people are active on Facebook. Let that number sink in a bit. One billion people! When it comes to marketing and advertising, therefore, Facebook is too big to ignore. Managing and leveraging your social media account with Facebook advertising becomes essential. In addition, Facebook Ads can transform your business’s social reach without hurting your budget. Let’s take a closer look at some of the basics of advertising with Facebook and some tips from Facebook experts. 

  • Use Facebook’s tools to find the right audience easily. You can choose your audience based on demographics, behaviors or contact information. That means, you can really pinpoint the group you really want to see your Ad.
  • Pay attention to the analytics on Facebook. The Ad Reporting Tools show you how your ads impacted your business in visual, easy-to-read reports.
  • Follow guidelines set out by Facebook that help you choose the right format for your images and guide you through content formation.
  • Include a Call-To-Action. Adding a Call-to-Action to your Facebook Ads might not increase your click-through rate or make your ad more engaging, but it’s likely to improve your overall conversion rate and decrease your cost per conversion.
  • Use social proof such as testimonials to give your brand and company credibility.
  • Test multiple designs. No matter what your level of expertise is, or how long you’ve been advertising on Facebook, always test both your ad’s design and its targeting. Ad Espresso online suggests, “Coming up with at least 4 different Facebook Ad Designs and then test each one. For example, you might test two different images with two different copy texts (2 images x 2 texts = 4 variations).”
  • Ad Espresso also suggests, “Put the right ad in the right place.” Correct placement of your Facebook Ads is critical and, ideally, you want to optimize your design for each placement. For example, you can choose from Desktop Newsfeed, Desktop Right Column, or Mobile Newsfeed.