Kate Austin-Avon of Advokate, LLC gave a presentation on using Facebook for business. She discussed setting up a Facebook page for a business and optimizing it with details like photos, descriptions and call-to-action buttons. She also covered using Facebook groups and advertising to engage customers, as well as tips like having a social media plan, telling a brand story and monitoring insights. The goal is to use Facebook effectively as part of an overall social media marketing strategy.

1. Facebook for BUSINESS
www.advokate.net
A Presentation by Kate Austin-Avon of Advokate, LLC
October 4, 2018

2. Who Are You Guys?
- What’s your name?
- What company do you work for?
- What do you do there?
- What social media do you use, personally & for work?
- When it comes to Facebook, are you a n00b or a pro?

3. Make Your Brand Social

4. Branding Matters, Guys
Your brand is reflected in your graphics, logo and marketing
as well as your staff, your story, your location, your online
presence, your pricing, customer service and more.
Every time the public interacts with your brand, their experience defines what
that brand represents.
Branding = TRUST
The more consistent your branding is, the more trustworthy you will seem,
and the more brand loyalty people will have. Those people will become your
brand advocates, and word of mouth is THE BEST advertising.

5. How do we know You’re YOU?
● What makes you unique and different?
● What makes you YOU and nobody else?
● Why should consumers choose YOU over your competitors?
On social media, it’s your visual representation, your voice, your customer
service, and your interaction that is going to define your brand online.

6. Everyone’s Hanging Out

7. Aim at the RIGHT people

8. Figure out your Demographics
Go ahead and be horrible and make a stereotype out of your
ideal customer. The more specific you are, the better.
1. How old are they?
2. Local, national or international?
3. Male or female?
4. How much money do they have?
5. What kind of education do they have?
6. What is their marital status?
7. Are they parents?
8. Where do they work?
9. What is their ethnicity?

9. Figure Out Your Psychographics
1. What kind of personality do they have?
2. What kind of attitude do they have?
3. What are their values?
4. What are their interests and hobbies?
5. What lifestyle choices have they made?
6. What behaviors define them?

10. Turn Your Target Market Into A Buyer Persona
A buyer persona, user persona, or brand persona, is a
semi-fictional representation of your ideal customer.
The more detailed you can be about your buyer persona, the better.
Use some real stories and quotes from your ideal customers to flesh things
out, and also analyze their common objections, or pain points.
Now we can craft messaging for that persona to solve their pain points.
It’s a targeted, precise rifle shot, rather than a shotgun approach, that is going
to yield the best results for the least amount of money.

11. JESS
THEO
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VERONICA
SAGE
LINDA

12. All About Facebook

13. Facebook
● Everyone’s on Facebook. Roughly 8 in 10 US adults.
● It’s a basic of being in business. A necessity.
● You can advertise for $1.
● You have access to important analytics and insights.
● Great place to collect testimonials and reviews.

14. What’s On Facebook

15. Facebook Page vs. Profile
You want a PAGE
which is intended
for business use
Go to facebook.com/pages
and Create Page
Facebook wants you to do it
this way, and it provides you
valuable insights to your
reach and engagement, as
well as the ability to boost.

16. Set it up right
Optimize your page
1. Your profile photo
2. Your cover photo
3. Your CTA button
4. Your about section
5. Use keywords
6. Customize your vanity URL
7. Make sure phone number,
address, hours are complete
and up to date
8. Include your story
9. Link to your website
10. Set up Messenger for Business

17. Facebook Groups
Warm up your audience
● Create a group that appeals to your
ideal demographic
Examples — LuLaRoe shopping
groups, O’Brien’s Angels, Boss Moms
● This becomes a community that is
moderated by you, and a pool of
once-cold prospects who are now
warm prospects, ready for you to
turn them into hot prospects…
● It’s a great way to listen and learn
● You’ll form closer, two-way
relationships with your customer
base this way

18. Insights

19. Advertising

20. Advertising
You can boost a post on Facebook for just $1.
You can boost an event, or get a particular photo, video,
or update in front of a broader audience.
You set the budget. You set the time frame. You pick the audience.
You can see valuable insights afterward, and even set up a Facebook Pixel
on your website so that you can really track your campaign results.

21. Advertising
You can delve deeper and run Facebook Ads
Go to www.facebook.com/ads and click Create an Ad.
You’ll set the objective.
Choose from brand awareness, reach, traffic, engagement, video views, lead
generation, messages, conversions, store visits and more.
Facebook will show your ad to those users who are the most likely to do
those things.
You can make your ad a slideshow, a video, a single static image, a contact
form, a carousel of images, etc...

22. Advertising
You’ll set a custom audience.
Choose a certain location, age, gender, language, and then
choose from certain interests, behaviors, etc.
For example, say you have a cloth diaper service. Your buyer profile is Sarah,
a thirtysomething ecoconscious mom living in Queensbury. You might show
it to women ages 25-35, 20 miles from 12804, who are interested in
vegetarianism, cloth diapering, who are married, with a mortgage and at least
an Associate’s college degree, who is currently expecting or planning a
pregnancy, oh heck, let’s show existing parents as well, and maybe they’re
also interested in composting, knitting, and their household income is the top
25-50% of zip codes.

23. Advertising
You’ll set a budget.
You can select a daily budget or a lifetime budget. If you
want to set a cap on this ad campaign, choose “lifetime.”
Then make sure that you customize the text in your ad, or people will see
whatever Facebook scraped from your page as the default. Very important!
And make sure there is a call to action — Learn More linking to your website,
for example. You might even set up a specific landing page on your website
to really drive that funnel home.

24. Tips

25. A Man, A Plan, A Canal: Panama
It’s not a necessity, but if you’re the planner type, consider a
social media calendar.
● Decide how often to post
● #throwbackthursday? #motivationalmonday?
● Monthly contests?
● Schedule posts using Facebook itself, or something like HootSuite.
● You can use Google Sheets or Excel, look up a social media calendar
worksheet, or try something like Trello or Google Calendar.

26. General Tips
Make sure it’s up to date. Don’t let out-of-date hours or
contact info hang out on any platform.
Take good photos. Use apps and filters to make them pop, and experiment
with angles, flat lays, and interesting lighting.
Make sure your brand is consistent.
Remember that success follows passion.

27. More Tips
Tell your story. Be personal. Stand out. You make your
brand unique.
Keep inbound marketing in mind. Create content that offers value — either
educational or entertaining — and it will be shared, growing your reach.
Consider influencers and partnerships.
Don’t just shout ads at people; social is a two-way street, a conversation.
Actively solicit and gather reviews, testimonials, and ratings.
Be raw, authentic, original and timely.

28. More Tips
● Algorithms keep changing, but these factors matter:
- Post Comments, Likes, Shares (Engagement)
● Optimize your profile photo, cover photo, story, and CTA button
● Remember that you’re showing up among photos of people’s kids, dinners,
inspirational quotes, recipes, etc.
● Video has a better reach
● Try a Facebook Live for an even better reach!
● Consider starting a group
● Aim to educate or amuse. You need to offer something of value
● Reply promptly to messages sent to your page
● Don’t sell, sell, sell. Follow the 80-20 rule. Share, be part of the community
● Check your insights and do more of what works

29. Don’t Forget
Stay up on the latest
Follow blogs like Social Media Examiner, Hubspot and Sprout Social
Make sure Google Analytics is installed on your website
You need to make sure your social media marketing is resulting in clicks to
your website, and Google Analytics is a sophisticated free tool that shows
you where your web traffic is coming from

30. Any Questions?
ASK AWAY!

31. Facebook for BUSINESS
www.advokate.net
A Presentation by Kate Austin-Avon of Advokate, LLC
October 4, 2018