Tag Archives: Business Marketing

Relevant vs. Random: A Strategy for Success

Last month, I ran a competition on my Facebook Page. The competition was asking a question in response to this video here by Eden Riley of Edenland….

And the question ran along the lines of ….

What does this blogger do to make her win the award of Australian Blogger of the Year?”

The person that answered this question correctly, not only won a free copy of my eBook Novice2Ninja, they also understood the primary factor that is the basis of online success. Jodie Heylen of The Gift Post (Gold Coast) won the competition and I promised to blog about this once the competition was over.

However this is such an important concept to get your head around that I re-ran this competition last night at “The Social Media Club” and yep, I gave away another free copy of my Book to the first person that guessed correctly.  This time, it was  a printed copy of my book. And for those of you that have followed this competition twice already, I promise there won’t be a 3rd!

So here goes, and the answer is.. {drum roll} RELEVANCE. Do you want to know why RELEVANCE is THE most important factor to ONLINE SUCCESS?

Here is “RELEVANCE defined”….

Relevance is like current, but current is only about timing.

Relevance is similar to important, but important is only about the order of priorities.

Relevant is almost like related, but not that’s only the half of it.

RELEVANT is the opposite to RANDOM, and a whole lot more.

You see, when I first started in Social Media about 4 years ago, I posted randomly for several months. My page sucked and I felt microscopic. I finally figured that RANDOM POSTING DOES NOT WORK. If you adopt “Random Posting” as your strategy, you will end up with a Facebook Business Page or Blog that is made up of loosely connected ideas, that may or may not be related to your business, and basically you will end up with a mish-mash of concepts. And guess what the problem with a random strategy is? It is not clear, it’s not focussed and not targetted. Bottom line, “Random Posting” will not help your business and will certainly not generate any sales.

There are many reasons why Edenland is a successful blog. But the one single reason why Eden Riley won “Australian Blogger of the Year” is because what she blogs about is RELEVANT. Edenland is a collection of thoughts and opinions on what is currently controversial and what is happening at the forefront of current culture. Riley’s “product” is controversy and anything topical. She is also very engaging, authentic, honest, real, human, kind, she’s all those things. But most of all, the essence of what she talks about is RELEVANT to her Fans. Why? Because her Followers are also concerned about the impact that these emerging issues have on society and how it will affect their lives, jobs and future security. Riley taps into that big-time.

So let’s start with “the Don’t's”….  Here is what NOT TO DO online….

  • Take for example, a lawyer that has mostly a Generation-Y market of 25-35 year olds. If this lawyer was to blog about Lady Gaga, this would make this lawyer’s blog current. But it wouldn’t be relevant because Lady Gaga has nothing to do with law.
  • If you were a real estate agent and you posted Footy Tips, this could be interesting and fun to some of your Fans, but this is NOT ON TOPIC. Footy Tips are not relevant to your business or to your customers (who are on your Page as property buyers and renters).
  • If you were a Tourism Page, posting about the gripes you have with city centre parking or the complaints you have about the new Highway coming through, this is NOT RELEVANT to the fans that are buying your products (Tourists are interested in the tourist experience, not the dirty laundry/behind-the-scenes-infrastructure-issues).
  • If you were an oil painter, and you blogged about jewellery, this would be INTERESTING and loosely related to canvas painting, however if you kept this up, you would soon start to lose your Fans or at least, they will stop engaging with you on your core topic of oil painting on canvas.

By doing any of the above you would start losing your Fans and your page would start to suck dismally, or worse, bomb all together. Put simply, you will lose your tribe. Your Peeps will simply go elsewhere to get their “fix” of the love they want on that particular topic. This is because your fans are following you specifically because they want to connect with WHAT YOU DO and WHAT YOU REPRESENT.

Let’s then define the “Do’s” of how to achieve Online Success….

You need to blog or post about what is RELEVANT to your business PLUS what is relevant to your TARGET MARKET.

  • So if you’re an oil painter, post about oil painting only. Best brushes to use at home, different techniques to achieve different effects, top-tips to properly wash brushes…..
  • If you’re a real estate agent, post about how great it is to live in your area, news about events coming up that make the region a joy to live in, renovation success stories that turned a mega profit….
  • As a business lawyer, blog about copyright issues that are currently in contention, business issues to watch out for, new workplace laws that may affect small business owners….
  •  In tourism, post about events coming to the area, restaurants and the accolades they have recently won, or the best coffee in town….

Eden Riley blogs about topics that her Fans are interested in PLUS the topics that are current and are MEANINGFUL to her Followers. Therefore Edenland is a highly RELEVANT blog. The week she blogged about chicken fillets to represent breast implants, there had been recent debate in the media about young girls having plastic surgery to feel beautiful and accepted. So this video was ON TOPIC and relevant to her Peeps, at the time…

I therefore define RELEVANCE as being

  • BOTH RELATED to your business
  • AND ALSO RELATED TO your target market

I also use RELEVANCE as the number one FUNNEL to cross-check my content before I post anything on any of my Facebook Pages. So before I post to my blog or Facebook page, if the topic does not make it through the RELEVANCE funnel, then I scrap it. It is not the right CONTENT for my page or blog if it does not make it through my filter.

I consider this principle of RELEVANCE vs. RANDOM to be the most important underlying factor to your success online. Get this wrong and your Facebook Business Page or blog will bomb. Yes you have to be engaging, the more engaging you are, the more your Fans will dig what you do. But you can be engaging and still be irrelevant. You can be engaging and random. It is important therefore to be engaging AND RELEVANT.

So the keys to ONLINE SUCCESS are….

  1. UNDERSTAND your target market and what they want to hear & read about
  2. Make sure your topics are CONNECTED to your business and are ON-TOPIC with what you do
  3. With these two filters in mind, then generate posts that are both MEANINGFUL to your target market (1) and CONNECTED to your business (2) = THIS WILL GIVE YOU RELEVANT CONTENT

Laywers, I advise you hold back on blogging about the latest Monster-Ball rap and stick to the topics that your Peeps are interested in, and if your Fans are mostly Generation-Y, then why not blog about the latest “Stop & Search” laws which would be of huge interest to this age bracket? Knowing their rights when they go out may be at the fore-front of their minds and may spark some great discussion (and engagement) on your Facebook Page or blog. Yes you must understand what your target market likes and wants to read about, but that’s only the half of it. What you talk about on your blog or Facebook Page must also be related and connected to your business (see poster below).

Social Media Strategy

I share my extensive research on the topic of  “Content Strategy” in detail in my book “Novice2Ninja – Facebook for Business”. Hope it can help you too.

Buy “Novice2Ninja – Facebook for Business” , eBook or Printed, here

Request a Call-Back to chat about a 1-on-1 Session with Francesca

Grab your seat to the upcoming Facebook Business Workshop here

Join us at “The Social Media Club” here

And I would be as happy as a little girl in a lolly-shop if you shared this post with your friends in your favourite online playground. Thank you xx

With Gratitude
Francesca Esposito-Rose B.Inf.Tech.
Business Mentor, Online Specialist, Author, Speaker & FaceBook Business Specialist

 

 

 

 

Busting The Myth about “Add Interest List” – the {not-so} “Quick Fix”

marketing Facebook businessRiding on the back of this Facebook Business hotbed of controversy, are those that are trying to implement a “quick fix”. I don’t blame you, I’d love one too. But as with all “quick fixes”, they are either “not so quick” or “do not fix”. And this solution is both (not quick and not fixing)….

Yes I’m talking about the “Promoted Post” drama which has been going on for weeks now (I blogged about this last night too here….)

Every Business Page I see today seems to be advising their Fans to click the “Add to Interest Lists” button to ensure that their Business Page remains in the NewsFeed of their Fans.

There are two problems with this “quick fix”….

  1. You can only “Add to Interest List” from your Personal Profile. So if you’ve been clicking on the “down arrow” underneath a business’ cover photo and wondering why you can’t see it, this is why, it’s because you are viewing the other Business Page from inside your own Business Page. You need to hop over to your Personal Profile and “Add to Interest List” the other business Page from your Personal Profile…
  2. Adding a business to an Interest List does not add the business to the regular News Feed where most Fans spend most of their time surfing. It only adds the Business Page to the News Feed of the “Interest List”, which is a different News Stream altogether. This is great in theory, but is really only useful if the Fan is in the habit of using their Interest Lists. When was the last time you hopped out of your regular News Feed to surf the feed inside your “Interest List”? Yup, you get where I’m going with this…. a bit impractial….

“Adding to Interest List” is one of those “quick fixes” that is great in theory, but is not going to work very well in reality.

I doubt many folks will finish surfing their regular Facebook News Feed and say “okay great, now I’m going to surf a whole new  News Feed in my Interest Lists because I haven’t had enough News Feed Surfing tonight”. Nope, I think they’re most likely going to say “I’m done”, skip over the News that is sitting in the Interest List and step away from their computer…

So this is not a fix at all really.

Some folks are claiming that “Adding to Interest Lists” is restoring the visiblity of that Business Page to their News Feed. But which news feed? Their Personal Profile news feed? Their Business Page news feed? Or their Interest List news feed? I am testing this at the moment too, so I will get to you with my results, but it sounds sketchy to me.

What is the only solid solution? I advise all Business Owners to focus on the 3 primary key factors to online success on Facebook, and they are ENGAGEMENT, CONTENT + FANBASE.

I share my extensive research on these 3 topics in detail in my book “Novice2Ninja – Facebook for Business”. Hope it can help you too.

Buy “Novice2Ninja – Facebook for Business” , eBook or Printed, here

Request a Call-Back to chat about a 1-on-1 Session with Francesca

Grab your seat to the upcoming Facebook Business Workshop here

Join us at “The Social Media Club” here

And I would be totally stoked if you shared this post with your friends in your favourite online playground. Thank you xx

With Gratitude
Francesca Esposito-Rose B.Inf.Tech.
Business Mentor, Online Specialist, Author, Speaker & FaceBook Business Specialist

{Photos Courtesy of FreeDigitalPhotos.net}

How to “Invite” Your Friends to “Like” your Business Page

Business coachSo you want your Fanbase on Facebook to grow right? One of the best places to start is to invite your friends to “Like” your Business Page. Your friends support you, they are your advocates and your cheerleaders, and most of them won’t mind sharing Facebook love with you….

Here are the steps to “Invite” your Friends on Facebook to “Like” your Business Page….

  1. Go to your Personal Profile
  2. Click on your Home Button (your news feed)
  3. On the LHS menu, click on the name of your business under the area that says PAGES
  4. Scroll to the top of the screen and click “Build Audience
  5. Select “Invite your friends
  6. Tick all the names of the people you would like to invite. You don’t have to tick them all, but the more friends you invite, the better!

For this and other great ways to optimise your Facebook Page for your Business success, get my book. Or if 1-on-1 is more your style, I am available for personal sessions in person, over the phone, over email or let’s skype in our tracksuit pants….

Buy Book Now “Novice2Ninja” Book a Session with Francesca

If you found this information useful, please share this post to your favourite online playground, I would be as happy as a kid in a sandpit with appreciation for helping me share the knowledge and online love (I am a small business too)

 

With Gratitude

Francesca Esposito-Rose B.Inf.Tech.

FaceBook Business Specialist

[Kids Photo courtesy of FreeDigitalPhotos.net]

How to Find the Voice of Your Business

business coaching

It’s no surprise that Virgin mogul Richard Branson (one of my business heroes) has a cheeky brand. And unashamedly so, he makes no excuses for letting his cheekiness seep into all of his businesses. From cheeky taglines in all of the Virgin advertisements to Facebook campaigns that are always fresh and a little bit left-of-centre. I love them.

Here’s a campaign that just came out a few days ago, for the “Virgin Produced” company…..

business facebook(c) Virgin Produced

And, here’s another cheeky Virgin post on Facebook from just the other day! Love it!

business mentoring(c) Virgin

So why is Sir Dick’s brand so unconventional? It’s because Richard Branson is himself cheeky. His personality therefore seeps through all of his business dealings including the marketing of all of his companies.

And of course, even the name of Branson’s whole empire “Virgin”, still lies somewhere between avant garde and shocking. We are all quite used to it by now, but I remember when “Virgin Music” first burst onto the scene in the 80′s, we were all a little taken aback. His style and attitude, even in business circles, was definitely “progressive” back then.

Branson is brash, a risk taker, and therefore, so are his companies, in every aspect. And so I bring you to my point that the “Voice” of any business follows the personaility of its’ owner. “The Voice” of a company starts at the top. It’s the only place it can start, really.

Following a presentation I gave last week at the Stella Group in Lismore, NSW, my inbox was flooded with lotsa folks asking me questions like….

How do I find the Voice of my Facebook Page? How do I find the Voice of my business? What is the process to do this?

You see, the topic of my talk was….

How to find The Voice of Your Business on Facebook

When I am coaching my clients, my advice is that the “Voice” of your Facebook Page actually starts with the Voice of your business. The Voice of your business stems from the business owner themselves, and this starts with your own story.

I always believe in leading by example, so I am happy to share my story with you. If you’re interested in reading a tale of what drives me, here’s my full story or a short bio here. If not, let’s push on so I can explain where I’m going with this post…..

But suffice to say, my bottom line is…. I was born to help. Some of my clients affectionately nickname me Dr. Francesca. If you’ve had the time to read my story, you’ll understand why….

If you don’t have the time to read my full story, here’s a brief snippet….

I wrote my first “computer program” when I was 14 years old, almost 30 years ago. This was a decade before the Internet was even invented. It was a high school assignment (I was lucky to be at a progressive school for the times)  and we were asked to program the rules of Snakes&Ladders with a 1 player and 2 player option. I remember being mesmerised by how you could join the dots together and how you could make the pieces of a concept fit beautifully, almost like composing notes on a page into a song. And I remember feeling equally distraught when the whole game fell apart when the structure wasn’t programmed right.

I was fascinated by this new phenomena called “Information Technology”, and I could see, even 30 years ago, that this “Technology” was no passing fad.

I could see that if we could program these machines called “computers” to do tasks for us automatically, that the whole of humanity could perform every task more efficiently. I knew this had to be a good thing, and something of a revolution in the way we did things. This was in the early 80′s after all, when things just clunked along pretty uncohesively, compared to the level of automation and ease we have now with iPhones, iPads, internet banking, WiFi, the list goes on!

So let me explain where I’m going with this post…. (stay with me on this one, I am telling you these stories for a reason, but stick with me because in a minute I’ll step you through a powerful exercise that will help You find The Voice of Your Business too)….

From that process of programming a simple Snakes&Ladders game, I became fascinated with automation. I was in awe of processes that linked together. I went on to learn about this new way of thinking in the IT degree that I later studied at University.

Combine this fascination with my inner “doctor” drive, I would have to say, that my heart and my story can be summed up as….

I’m passionate about helping people. I’m excited about connecting the dots. I’m driven to putting the systems and processes together that make life and business easier. I was born to do this job. I was cut out to mentor business people and to help them join their own dots between business and technology

So here’s how I coach my clients to “tune in” to “The Voice” of their own businesses…

First Step, you need to write your story. Yep, I mean on paper.

  • write what first sparked you to start your business
  • what captures your curiosity now
  • what still excites you in your business
  • what drove you to where you are now
  • ask yourself, “what am I passionate about in my business?”

This is Step 1 on Day 1 of a seven-day exercise. You see, over the course of the next week, you are going to do a little exercise that will help you tune in to “The Voice” of your business. It is simple yet powerful. And by the end of 7 days, you will understand exactly what your Voice feels like, looks like and sounds like. So why are we doing this over 7 days? Because this gets the best results, and I will tell you why it does, at the end of this post…oooh, a little surprise is in stall for you :) No peaking!

Step Two is to paint a picture. Yup, with paints, coloured pencils, watercolour, oils, crayons (I’m not joking by the way). Take a fresh piece of paper. It can be anything, butchers paper, a paper napkin, a proper stretched canvas or a lined scrap-pad. Whatever you have lying around. And….

  • draw what your ideal business looks like
  • what the heck, draw what your ideal life looks like
  • be sure to include as many details as you can, go nuts, truly, don’t be shy, the more details you can fill in, the more powerful this exercise will be for you and the more benefit for your business
  • have some fun with this, this is your time to shine baby
  • remember, no-one is watching and there’s no-one marking this, so pour your little heart out into this drawing. This exercise is more about the ideas and the content so don’t worry one iota about the quality of the artwork
  • draw what your ideal customer looks like
  • draw it all and get this all out of your head

And see how good it feels to have….

  1. your story written down, and
  2. your dream business and life drawn into a picture

Remember you don’t need to paint like Rembrant or write verse like Keats. This is not your Masterpiece or your Manifesto. This is part of your overall Business Masterplan, so let it flow, and let it take any shape or form. There is no right or wrong answer, though the only requirement here is to be real, honest and authentic with yourself.

Now you need to mull over what you have written and drawn for a few days, let it wash over you, and come back to this process in 3 days time. It’s really important not to skip this “mulling” step. So perhaps print this post and place it into your diary 3 days forward as a reminder to pick this exercise up again in a few days time. But to give this your best shot, I recommend not doing all these steps at once….

[3 days have passed now and we're ready to move onto Step Three....]

Step Three is to write the sensory values of your business. Whether you have a new or existing business, write down (on a separate piece of paper), what you want your business to

  • look like (is there a white or orange glowing lamp in your B&B foyeur? or do you want your cabins to feel like a Hawaiian cabana by the sea? or a black and white old fashioned photo? sepia maybe?)
  • feel like (do you want to walk into your restaurant and feel like you have bitten into a slice of watermelon or do you want to feel like you’re walking into a cafe in a Rue in Paris?)
  • smell like (is there a vanilla scented candle burning in your shop or can you smell freshly roasted coffee wafting in the background?)
  • sound like (is your business fast and racy with contemporary music playing eg a DJ or Zumba class, or does your business sound calm and peaceful with quieteness or birdsong eg a Yoga class or a quiet retreat)
  • write down all the sensory values of your ideal business, how it looks, feels, smells and sounds like
  • whether you have a shop-front or online business, home-based business or separate office, whether you are selling professional services or tangible goods, everyone can identify the look, feel, smell and sound of their business and their products. This is an important step in order to identify the voice of your business.

You see, what I want you to be doing here is to be connecting with the emotion of your business. How you feel about your business is how your customer is going to feel about your business. And this single factor, how your customer feels about your business, is one of the most significant factors that determines whether a customer will buy from you….

Step Four. Unique Selling Point or UPS. You need to write down on another piece of paper….

  • what is different about your business compared to your competitors
  • what is different about your products compared to businesses similar to yours
  • what is different about the service that you offer compared to other businesses in your industry

They key here is to understand that what you are selling is not the product itself. What you are selling is what is unique about your business. For example, if you sell handbags with detachable covers, the fact that your handbags have a detachable front cover is your unique selling point, not the fact that you are a seller of handbags.

Step Five. Solve a problem. Write this down on another piece of paper….

  • identify what problem your product solves. This is what you are selling. Hint. You are not selling stilettos, you are selling longer, sexier legs.

Step Six. Let this all wash over you for 3 more days. Let the voice of your business simmer, bubble and brew for a little while.

Step Seven. It’s Day 7 and you have now mulled over this for a week, in the background, while you have gone about your regular activities. And if you have done every step in this exercise, you should now be able to lay out in front of you, five bits of paper with these ingredients on them….

  1. your story
  2. your dream life/dream business
  3. the sensory values of your business
  4. your unique selling point
  5. what problem your business is solving

You now have the ingredients of the voice of your business in front of you, and more importantly, out of your head. And this all stems from your own personality, your passion and what drives you, what you are curious about and what you are most excited about in your business. THIS is The Voice of your business.

All the subtleties and nuances of the voice of your Facebook Page lay in the ingredients above. And now that you have let all these ingredients simmer and brew over the last 7 days, it’s time to serve up your beautiful soup. Your dinner party guests are arriving now, and they are arriving in the form of your customers. So go make them something delicious and memorable, go make them a meal they’ll never forget :) And I’ll be here cheering for you xx

PS. Oh, so why do we do this exercise over the course of a week? It’s because by allowing your subconsious to bubble up over a period of time, you are more likely to bypass your thinking brain and connect emotionally with your heart. Once you access how you feel about your business (not what you think about it), only then can you access the true heart and passion of your business. And it is this heart and passion that your customers will be connecting with too, the instant before they buy from you. It is this heart and passion that will open the door to The Voice of your business :)   And if you need a l’il help to find the authentic voice of your business, click here, I’m born to help :) Or if you’re more into DIY, my book “Novice2Ninja” was birthed to help too :)

Cheers

Francesca Esposito-Rose

Helping You find the Voice of Your Business Online

For more posts similar to this, check these out….

The Juice in Your Business

The Voice Feature on Facebook

 

 

 

Isaac’s Live Lip-Dub Proposal – The Power of YouTube for your Business Marketing

This is a video blog post, you can watch this video here or there is a full transcript below…..

Hi, I’m Francesca and I’m your Facebook Business Specialist. And I’m super excited today. I’ve just watched Isaac propose to Amy on YouTube along with 7 million other people around the world. Absolutely brilliant, original, clever, fun. This video really warmed my heart, it made me cry actually. And it got me thinking as well about how business can leverage and harness the power of YouTube to help them build their business. I’m always talking about business building with all of my clients. YouTube is a really important business builder. I thought I’d record a very quick video today to have this conversation with you. I recommend clicking pause on this and going to watch Isaac’s proposal on YouTube if you missed it the last few days. I’ve also included a link below. So I recommend pausing, watching it and coming back, and let’s have a chat about it…..

Isaac’s Live Lip Dub Proposal to Amy

 

So what did you think? Pretty fantastic huh? And for anyone that’s thinking of proposing to their partner any time soon, I know it sets the bar really high. But in terms of a video, it has not only gone viral over the internet over the last 3 or 4 days, it’s also dominated news and morning and evening shows, and it’s also dominated conversations on the street. In terms of a video, it’s really showing that it’s very important for businesses to harness the power of YouTube. For two main reasons. Number one, YouTube, is the second biggest search engine in the world. This means that when a customer is looking for a product or service, they’re going to go to YouTube as one of the biggest platforms to search online. It’s really important therefore to have some video content, so that your business can be discovered, your business can be found easily online. The second reason why it’s absolutely crucial to have some video content for your business, is because video content actually generates fantastic link juice, or SEO (Search Engine Optimisation/Optimization) for your website and your Facebook Business page. So by having some videos linked from your website and your Facebook page, your website and Business Facebook Page will rank higher just by the very fact that you’ve got some video clips linked from them.

It’s really important to start generating some video content for your business. It’s a great opportunity for you to be yourself, show your customers the human side of your business, make your videos fun and engaging, generate some great content and give your customers some important information. So that’s also another fantastic reason to have some YouTube content linked to your website and Facebook for Business fan page.

Now I’m just holding a mirror up to my camcorder, I just bought this a couple of weeks ago. I just wanted to show you that this is a very simple setup, so I’m just holding up a mirror just to show you how I’m recording this.

This little setup has cost me under a couple hundred dollars, it doesn’t need to be expensive.  You can actually set yourself up quite inexpensively. It’s really worth doing though, you can also record with your iPhone or SmartPhone. It’s just really important to start recording some video content for your business. If you’re used to taking photos, or writing blogs or articles or any other way that you generate content, it’s just important to start adding some video content to your business stream as well. and you will benefit from not only in the SEO (Search Engine Optimisation/Optimization) but you’ll also benefit from the fact that the discovery of your product will be a lot more readily available and that will drive sales to your door. So it’s really important to start getting some video content happening. It also allows you to engage your customers and provide some useful information to your fans. So I definitely recommend checking out my channel on YouTube called thelikeffect. Especially my first two videos are a great example of what not to do! My first couple of videos are very grainy and very poor lighting. But they’re great learning examples  of how not to shoot a video, but hey, I’m on a steep learning curve here  too guys. I’ve only just got this Camcorder and I’m also learning about video recording which I’ve never done before, so this is a new area for me too. But it’s definitely worth learning and definitely worth generating some video content.

And remember, it doesn’t have to be perfect, YouTube is not about perfection . It’s more important to have some content and to have some YouTube clips recorded than not having any at all. The benefits in SEO and all the other benefits I’ve talked about far outweigh being perfect. So don’t worry about perfection. Don’t be self conscious about it. Just launch it. It’s better to have some content than not to have any content. So stay tuned to my channel, I will be filming alot more now that I’ve got this wonderful toy to play with and I look forward to connecting with you soon. Oh, and please do leave me a comment in the box below, like my Facebook page and I look forward to talking with you again soon.

The 7 Tweaks Every Business Needs to Apply to their Facebook Page

If you already have a Facebook Business Page, you may be missing out on some vital data. In this post Francesca shares the 7 optimisations (optimizations) every business needs to apply to their Facebook Business Page to ensure they are getting the most out of their Fan Page. You can watch this video here or read the transcript below….

Here’s a transcript of this video here….

Hi, I’m Francesca and I’m your Facebook Business Specialist. I’m at my Retreat in the beautiful Byron Bay hinterland and a lot of my clients lately have been asking me how to best optimise (optimize) their Facebook pages since the new timelines were released on 31st march.

Now, a Facebook Page is very easy to setup but what my clients are finding tricky is knowing what to do to best optimise their Pages so that search engines can easily find their businesses.

I’d like to share with you today my Top 7 Tips on how to best optimise (optimize) your Facebook Business Timeline. This is also called “SEO” or (Search Engine Optimistion” for your Business Facebook Page.

Firstly, the Cover Photo. Facebook has been very generous and the Cover Photo is the whole width of the page. My tip is ==> go crazy! Don’t hold back! Choose the most beautiful photo that represents your business. Choose the most appealing photo – it is the 1st thing that a new visitor will see. So make sure you capture the attention of a new visitor enough so that they feel compelled to click the Like button on your Page. Make sure it’s a high quality, high resolution photo and just remember, it can’t be a promotional photo or anything salesy so choose a fantastic photo that really represents your business overall.

My second tip is for the Profile Photo and Facebook allows 180×180 pixels for your Profile Photo. Most people use their logo or another great high quality photo here but my tip is to check how this photo actually looks when it’s used a thumbnail which is only 32×32 pixels, because it is this Profile Photo that is reduced down to a mini size as a thumbnail which is propagated all over Facebook when you leave a comment on another Page. So my tip is to check the thumbnail and if it looks squashed or strange or cropped in a weird way, then you can resize this photo to make it look good in both sizes. Get familiar with a photo editing program like PhotoShop or get a friend to do this for you. It is important to get this photo resized and uploaded so that it looks good in both sizes both as a Profile Photo and also as a small mini thumbnail size.

My third tip is about the Application Boxes. There are 4 of these that you can see straight away on the right hand side but you can actually have up to 12 of these if you click the triangular button on the right. The first application box must be your photos and you can’t change this. I do recommend your 2nd box to be your Likers. It is nice for a new visitor to see how many Likers you have, it is something that a new visitor will naturally look for. Now your App Boxes are meant to be a channel or view of your business. So my recommendation for App Boxes is to set up your 3rd box as a video channel. And I’ll tell you why. It’s because YouTube is the 2nd biggest search engine in the world. And a lot of people don’t know this, but YouTube is a very common place these days where customers are searching for products and services. YouTube is not only a place to find videos, customers are also now using it as a search engine like Google or Yahoo. My advice is to make sure that a customer can find your business on YouTube. This means you need to get some videos happening! Record them on your SmartPhone or check your digital camera as a lot of them will have a video recording function. Or perhaps you own a camcorder or can borrow one from a friend? But I will talk alot more about how to choose topics to video that are relevant for your business in another video. But if you’re stuck for ideas to record, then why not create a how-to series on a topic related to your business? That’s always a good place to start. Either way, it is important for you start generating some video content that you can upload into this 3rd App Box on your Facebook Business Page. Also so that you can load these videos into YouTube because by having some YouTube videos, this will start to generate a lot of link juice for the search engine optimisation (SEO) of your Facebook Page. Your website will also start to rank higher in all the search engines too. Simply having a presence on YouTube will have positive search engine impact for your business. Videos are really great content to have on your Facebook Page.

My fourth tip is about your vanity URL. This is the nice neat short link into your Facebook Page. When you first setup your Page, Facebook assigns a name that has lots of letters and numbers and it’s really long and quite unattractive. I do recommend applying for your nice and tidy Facebook vanity name so that you have an appealing short name that you can use on your business cards and also to link from your website. To do this just go to facebook.com/username and you can apply for your vanity URL there.

My fifth tip I’d like to share with you today is about the Description box, also called the About box. I see a lot of great descriptions on Facebook. You actually have 2 sentences to play with here so you need to describe your business as best you can and make this your best BIO ever.  But I see 2 things missing time and time again from many About boxes and one of those things is keywords. Make sure you include the core keywords that will link to your business in your About box. This will trigger a search not only in Facebook but also in other search engines like Google, Yahoo and Bing. This is so that when a customer is looking for a product or service that you offer, the keywords in your About Description will actually make your Facebook Page come up in their search when they type in those keywords. By including keywords in your About Box, you’re making your Facebook Page more easily found both in search engines and also within Facebook itself.

The 2nd thing I see missing a lot from the About Box is the URL that links back to the company’s main website. It’s really important to include the www. FullDomainName that links back to your primary website. Make sure it also includes the http:// at the start of the website name. The reason I recommend this, is because this makes your Facebook Page friendly to search engines so that they can more easily find you. This also ranks your primary website higher. So by including Keywords and a Hyperlink back to your main website from your About Box you will be generating quite a lot of search engine juice or Search engines optimisation (optimization) for your business. I talk lot about tips like this on how to optimise (optimize) your Facebook Page so that it’s more easily found in search engines, in my book. So it is important to setup your Facebook Page so that when a customer is searching for a product or service that you offer, that your business comes up first at the top of the list so that any new customer can easily find your business. Being optimised and having a Facebook Page that is search engine friendly is a great way to bring new business to your door.

Buy eBook Now Only $39.95

My sixth tip is about Highlights, Milestones and Pin Posts. One thing I found myself talking about with one of my clients this week is why it’s important to use the different types of posts in the course of a week. I do recommend mixing this up and using a variety of different posts during the course of a week simply to make your Page interesting enough so that a new visitor will more likely Like your Page. By mixing up the different types of posts, this also makes your Page engaging so that a Fan will visit your Page again. One of my clients also thought she could only pin a post that was recent. A lot of people don’t know that the pin posts that you can feature at the top of your page for 7 days, can actually be any posts from last week, last month or last year, so I just wanted to share with you that you can actually pin a post from the past. This means that if you have a successful post, one that attracted a lot of comments or Likes, why not run it again and feature it at the top of your page for 7 days? This will hopefully attract more Likes and more comments from new visitors since the post was successful before, so why not run it again?

My seventh tip is about the Friend Activity area. A lot of people haven’t noticed this yet but it’s on the right hand side in the middle of your new Timeline. This area shows the Friends that have Liked the business and Friends that have commented on your Page. The most important tip for this area is that it’s not only important to collect Likes, it’s also important to collect comments. So what I mean by this is, if a Fan leaves a comment on your page, make sure you respond to them within 24 hours. And keep the conversation rolling, because comments are 4-5 times more highly valued by Facebook than a Fan that only clicks Like on your post. Lots of comments on your Page show Facebook that people are actually interacting with your Page because Facebook knows that it’s harder to engage a Fan in a conversation than it is to just Like a post. It’s really important for you as a business to really cherish these comments, really engage your Followers. Because it’s one thing to have Likes and Likers, but the more highly commented your Page is, the higher your Facebook Business Page will rank in both Facebook searches and also in search engines. I know this sounds very interesting! But it’s also a proven fact. Again, we’re talking about really tweaking and optimising your Page here to get the best results so that your Facebook Page is as friendly as it can be to search engines. You really want your Facebook Page to rank as high as possible so that your business is more easily found by a customer that is searching for a product that you sell, so that you can be generating more sales.

So these are my top 7 tips to optimise your Facebook Business Timeline and I do I talk about lots and lots of these sorts of tips and tricks in my book so that you can best optimise (optimize) your Facebook Business Page for best results. So grab a copy if you’d love to read the juiciest information and the best methods to help you optimise (optimize) your Facebook Page to be more easily found both in Facebook and also on search engines. My book is called “Facebook Business Success in 10 minutes a day” and you can purchase this for $39.95 at this link here  and I promise you it will be the best 40 dollars you will ever spend…. and of course it’s tax deductible.

Buy eBook Now Only $39.95

My main message to you today is that it’s not only important to have a Facebook Page setup for your business so that you can keep social in this new online economy, but it’s also really important that you know how to setup your Facebook Page so that it has the most search engine juice that will allow your business to be easily found by customers. So you’re looking for tweaks and optimisations (optimizations) that will give you the best SEO.

If you loved this post and found it useful, please do leave me a comment in the box below, I’d love to hear from you. If you want more great tips like this please click the Like button (on the righ hand side of this page) and join my Facebook page on www.facebook.com/TheLikeEffect and you can receive all my updates there as well. So if you love this video, you know what to do, leave me a comment and Like my Page.

Thanks for watching and I’ll see you again soon.

Cheers

Francesca

© 2012 Copyright thelikeffect™ All Rights Reserved.

Top 10 Compelling Reasons Why Small Business Needs Facebook

Fact 1: According to Social Bakers, about 60% of the Australian population are using the Internet in one way or another

Fact 2: and about 50% of the Australian population are using Facebook Personal to connect with their family and friends

Fact 3: but the number of small businesses using Facebook for Business is only around 14% according to Sensis statistics.

Business FacebookPhoto © Francesca Esposito-Rose

Businesses that are not using Social Media in their businesses risk being left behind in the 90′s. Here’s my Top 10 reasons why you need to “get social” in your business….

  1. Your customers are already online – you need to meet them there. There are almost 1 Billion people across the globe using Facebook. You need these eyeballs on your business. Treat Facebook as a new market you never had access to before.
  2. The traditional way we trade is said to be in decline – you need to get out of the 90′s and look towards the new era of online economics. We are entering the “Social Media Era”. Embrace it.
  3. All the big companies are on Facebook – your small business needs to get on board the Social Media train to stay competitive.
  4. “Getting Social” is a great way to connect with your current and new customers. Having a Facebook Fan Page says “I’m listening” to your customers and allows you to have a two-way open conversation. Treat Facebook as one big subscriber list, but with pictures.
  5. “Being Social” as a business makes you transparent and shows that you care about your customers; it shows that you are authentic. Facebook allows you to reveal the people behind your brand and allows you to be more human. Facebook allows you to reveal the human voice of your business. Read: personality.
  6. Facebook provides the most powerful marketing tools available on this blue planet and is the most targeted and cost-effective advertising you can ever lay your hands on.
  7. Everybody is equal on Facebook – Social Media is not run by the big boys. On Facebook, small companies can be big too. The playing field for business has just been levelled - everyone now has an equal chance of being found.
  8. Facebook is not going away any time soon. Users are committed. You need to get with it and make Facebook your friend and add Social Media to your current marketing activities. My ebook “Facebook Business Success in 10 minutes a day” will teach you exactly how to do this quickly and effectively. My easy 10-step method is designed to get your business kicking arse on Facebook in no time at all.
  9. Facebook is rivalling Google as a search engine. You need these eyeballs on your business.
  10. The viral potential of Facebook is ginormous. The ability for friends-of-friends to refer and talk about your business is huge.  You need to tap into the magic of this. The potential for your brand to be exposed on Facebook is phenomenal. Get on this.

For a full discussion of why getting your business onto Facebook is the smartest move you will make this decade, get my eBook Buy eBook Now Only $39.95

Can you think of more reasons for businesses to be on Facebook? Leave a comment in the box below or Like our Facebook page and join the conversation….. Let’s connect :)

Cheers Francesca

The Juice in Your Business

Today I answered a “Burning Question” on one of my favourite blogs DanielleLaPorte.com

The burning question was…

How do you say what you do? (Give your self credit.)

And my answer was…

I mentor businesses to find their voice online, establish client relationships and find the juice in what they do. I have developed a successful 10-step method to help businesses “get social”. I subscribe to grass-roots simplicity; half of what I do is marketing and methodology, the other half is focus. Half is science and strategy, the other half is inspiration. You can’t have the creative hand without the willing arm to move it. I help businesses connect with their passion and their customers….

This got me thinking about a major renovation we did a few years ago to support our re-branding of “SummerHills Resort-Style Accommodation” to SummerHills Retreat Byron Bay. This upgrade did 2 things. It immediately gave the juice of what we were offering (a quiet retreat to get away from the hustle and bustle of busy life) rather than just calling our place “resort style accommodation” (this could be anywhere and any type of accommodation). Secondly, it converted the guesthouse to self contained villas which was in keeping with the Tuscany feel of our Byron Bay retreat.

Our builder Dave, was installing the new Tuscany windows on the last day of a long 4 month project. We had the whole renovation beautifully planned which had all gone according to schedule. So far. What could possibly go wrong on day 120 of a 120-day build, right? Well, we hit a major speed bump we didn’t see coming. The “wind-proof” window arms I had imported from the US to hold the windows open and in place without banging even with the slightest breeze, were the wrong size. These levers had taken 3 months to arrive and were ordered from the only place on the planet that sold these special gadgets to do this particular job.

I had guests arriving the next day into our brand new beautiful villas. They had prepaid for the accommodation and the last job was simply to install these windows! I thought we were home and hosed. {Aargh!} Imagine my panic! Within minutes I kicked into backup-plan-mode and started to envisage places I could ring to relocate these guests into different accommodation. Problem was, it was a music festival weekend and we were all booked out months in advance.

I sat on the step with my head in my hands. I knew there was no back-up plan coming to the rescue, when Dave found me and sat next to me. He said…

Francesca, I don’t believe in building problems, I only believe in building solutions.

Th reason why I’m sharing this story with you is to show you that your customers are not buying your products. They are buying your energy. They are not buying your services. They are buying the message behind your brand. In this one statement, Dave gave me comfort and also confidence that the job would be completed on time. Those few kind words reminded me why I had engaged him as a contractor to begin with – because I believed in him as a capable person, not as a capable builder. His exemplary building skills were secondary to my decision in choosing him. The juice he gave me was strong confidence, clear committment and unwavering vision to do whatever was needed to get the job done. And that’s what he did. He put his tricky Ninja builder-brain to work,  burnt the midnight oil to weld and modify the levers for the windows to go in and the guests were checked in the next day. {Phew!}

So my question to you is….

 What is the juice you give to your customers? Do you build houses or create dreams? Do you mow lawns or manifest beauty? Do you take photos or capture joy? Do you massage bodies or nurture souls? Do you counsel patients’ problems or offer wellbeing solutions?  What is the essence of what you give in your business?

Business Mentor

Answering this question is a stepping-stone to your Facebook Business Success   and also the first step we cover in the 10-step strategy in my book. Getting clear on the essence of what you do is your first step to kicking arse with your Facebook for Business Page.

So I’d love to know, what is The Juice in your Business? I’d love for you to leave a comment in the box below and share your thoughts or go to www.facebook.com/TheLikeEffect and join the conversation…. See you there !