2. Guide to Business Success on Facebook
Practical tips on how to get started and
drive value using Facebook
…… Start by considering who are the essential connections
WEEK 1: for your business. Who are your advocates? Set goals
Connect People for who you would like to connect to your business.
to Your Page …… If you have a physical location, claim your Facebook
Place by searching for it on Facebook. You may have
fans already waiting. This is now your Facebook Page.
…… If you don’t have a Page already, create your Page at
facebook.com/page, fill out as much information as
possible and add photos.
…… Make your first post. Create a schedule to track what
and when you will post. Post at least twice per week.
…… Invite your employees, friends, and customers to like
your Page.
…… Get a personalized link for your Page by visiting
facebook.com/username. (You’ll need at least 25 fans).
…… Put your Facebook Page’s personalized link in all of
your marketing materials (business cards, receipts,
e-mails, chalk boards, signs) and promote it to
customers who come to your store/website.
3. …… Keep engaging your fans once or twice per week.
WEEK 2: Post pictures and videos. Ask questions. Respond
to customer questions and feedback.
Reach People
and Their Friends …… Experiment with offering promotions or discounts
available only to your fans. Visit facebook.com/sprinkles
for an example.
…… Create a Page Post Ad targeting your current fans so
you can increase your reach with your existing fans
by 3-5 times. Choose the most recent post or a specific
post that you want to highlight.
…… Create a Facebook Ad for your Page to incentivize people
to Like your Page. Use copy such as “Click Like if you
love...” Experiment with different targeting options
including location, interests, broad categories and
demographics.
…… Experiment with different images and ad copy
with your Facebook Ads. We recommend testing
5 to 10 different combinations and seeing which
one performs best.
…… Create your first Sponsored Story. Start with the
Page Like Story, so friends of fans might Like your
Page when they see their friend does.
…… If people regularly check-in to your business on
Facebook, create a Check-in Sponsored Story.
…… Consider creating a welcome tab for your
Facebook Page to maximize Likes from your Ads.
Our preferred developers can help you do this. Visit
developers.facebook.com/preferreddevelopers.
4. …… Review Page Insight data by clicking “Insights” on the
WEEK 3: left hand column of your Page. See how many people
are talking about your business on Facebook, what type
Insights and of content is most engaging, and the demographics and
Optimization location of your fans.
…… Review Ads Manager regularly at facebook.com/ads/
manage. Run advertising reports to determine which
Ads are working in terms of type, creative, copy, and
targeting. Using the Responder Demographics report,
identify which demographic profiles are responding best
to your Ads.
…… Make sure you have different campaigns for different
regions and products.
…… Refresh the images for Ads that are working well to help
maintain their performance. Shift budget to Ads and
campaigns that are performing well. Launch new tests.
…… Put a Facebook Like button on your website to connect
with more fans for your Page. Find out more about these
light Facebook integrations at facebook.com/plugins.
…… Turn the fans of your Page into sales leads by posting
an incentive and directing them to your existing lead
generation forms or promotions.
