Tag Archives: The Like Effect

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}

The Mighty Hullabaloo (over the Changing Facebook Algorithms and the new Pay-to-Promote)

Facebook businessI don’t normally take a stand on issues that are flying around, I tend to park  in neutral, but I’m going to voice my opinion on this current controversy, which I’m sure will kick up some dust.

What I’m talking about here is the DRAMA over the changing Facebook Algorithms the last few weeks and the furore over the new “Pay-to-Promote” feature that Facebook has recently introduced. There’s lots of folks complaining about having to pay for posts and how Facebook “is supposed to be free”. Let’s get this into perspective because I think the controversy has been a little unbalanced and one-sided lately…..

The facts….

  1. Facebook Business Pages have been around since 2007. That’s a full five years that businesses have had the remarkable opportunity to promote their businesses online  FOR FREE
  2. Facebook Advertising has only been around the last few years. THIS IS OPTIONAL. No-one is holding a gun to your head to advertise on Facebook. You can still operate your Facebook for Business Page FOR FREE, no-one is forcing you to advertise.
  3. The Facebook “Pay to Promote” feature has been around for a couple of months now. Again, THIS IS OPTIONAL. You can take it or leave it.
  4. The statistics I’ve seen flying around this week is that only between 10-25% of your Fans are seeing your Business Posts. Guess what, the “average” number of Fans that saw your business posts before the promotion feature started, was only 17% anyway. THIS IS NOT NEW. It’s called EDGERANK and it has been around since the start of Facebook Business Pages. It is vital that you understand how EdgeRank works and how it affects your Page, and how/when your Fans see your Posts. I have a blog post about this here if you want to read more (I highly recommended that you understand EdgeRank if you want to get some results from your Facebook Business Page!)….
  5. There are 1 Billion people sitting on Facebook every month, and 3 Billion posts a day. I have been asking my clients this week, “Do you want a piece of this?” and “Hell Yeah!” has been the resounding cry! Facebook is the 3rd largest population in the world, why wouldn’t you want a piece of this action for your business!

My approach to all things Social Media….

  1. My approach is to UNDERSTAND the rules and work within them
  2. Rather than get upset about Facebook moving the furniture around, I simply work out WHAT’S NEW, WHAT’S CHANGED, WHAT’S GONE and work out a plan for how I am going to use the new or changed features from there
  3. For MISSING features, I simply work out WHAT I NEED TO CHANGE IN MY OWN BUSINESS PLAN to compensate for the missing features
  4. I say, be grateful as a business that you do have acces to a  FREE PLATFORM like Facebook to advertise your business with, online
  5. BE AWARE of the Paid features that are AVAILABLE to you, and make choices in your business about when to pay for a service. Base this choice on your specific needs and remember there is nobody forcing you to pay for advertising or promoted posts. Make a plan for what you will pay for, and what you won’t and stick to it.
  6. BE DISCERNING. Don’t pay for a promoted post just to spread your latest blog post. Use the PAID features wisely. Set a clear budget for promoted posts and stick to it. For example, if you have an event coming up, why not use a PROMOTED POST to ensure that you get a wider spread of Fans that will see (and come to) your event? Makes sense to me! A “promoted” post on Facebook is typically $5 or $10. This is a damn sight cheaper than a newspaper advertisement to promote your event?!?!!?

marketing Facebook business

My advice to all Small Businesses using Facebook….

The advice to my clients this week will be the same as the advice to my clients last week, and that is, that nothing has changed from a Strategy point of view. It just means that you have to ensure that you are taking these steps below…..

  1. Be clear about your CONTENT. Make sure it’s relevant and specific to your Fans
  2. Work on your ENGAGEMENT. This will elevate the position of your posts further to the top of the News Feed of your Fans so that they actually see your business and click on your posts more often. This will help to “spread” your business throughout the community of Facebook. There are loads of ways that you can improve your Engagement
  3. Have a strategy to build up your FANBASE. If your Following is steadily increasing, then the number of people that will see, share, like and comment on your posts, will snowball and will help you gather more Fans and attract a larger Following to your Page (this is the viral nature of Social Media).

My book Novice2Ninja – Facebook for Business is dedicated to these 3 x topics above of CONTENT, ENGAGEMENT + FANBASE. My book is based on 3 years of dedicated research on these subjects areas where my overall aim of the book was to help small business owners feel….

  1. Empowered to run their business their way, and no longer be at the mercy of Marketing Companies or PR departments
  2. Knowledgeable about what they need to do, and the steps they need to take, to get the most out of Facebook for their Business as a FREE ONLINE MARKETING TOOL
  3. Aware of the various PAID OPTIONS available to them within Facebook
  4. Skilled with the tools they need to make a choice between the various FREE and PAID options that Facebook is making available to all businesses, as it best suits their mission, aims, purpose and intentions of their business.

Bottom line is, Facebook has leveled the playing field for all businesses. Online marketing is no longer confined to the big businesses with the big marketing budget. Small business now has the ability to make a big splash online if they treat Facebook as their online marketing partner and learn how to best utilise the tools available to them

So for my 2 cents worth on this topic folks, it’s not about what Facebook can do for you FOR FREE, it’s about how you can BEST USE the features that Facebook is offering you, to maximise the benefits for your business. This is how I see it. In other words, get this into perspective people, let’s get our big pants on and let’s get on with dealing with the changes at hand. Did we complain when floppy discs went to CD? And when CD’s went to DVD? No, we just evolved. So let’s evolve what we need to do, rather than whinge about it….

Oh, and another thing, Facebook (and all of Social Media), is also primarily about building community and sharing your knowledge, love and wisdom with your customers. It is about creating an opportunity for your clients to connect with you on a “Social” platform. Let’s not forget that it’s not just about making a dollar. These other “touchy-feely” aspects of Facebook are just as important as any other reason to use Facebook to promote your business.

Overall folks, let’s keep positive about this! We couldn’t expect ALL the Facebook features to STAY FREE FOREVER right? Seriously? We forget that Facebook is a  PRIVATE COMPANY, and they need to MAKE MONEY too, just like you and I. Can we really blame them for adding some EXTRA PAID OPTIONS in an effort to make money and elevate their share price? Can we begrudge them this? I don’t see any other company that is publicly-listed on the Global Stock Exchange, come under this much scrutiny because of their efforts to try to make some cashola and bring home some bacon….

It would have been really nice for Facebook to have stayed completely 100% free forever, but this is a fantasy. The true reality is that we live in a world of business, driven by cash, and the need to generate it. Facebook is no different in this desire and need to make a profit

I would love to hear your thoughts on this very hot topic Peeps? Leave me a comment on my Facebook Page, and let’s have a good pow-wow….

PS. And for the cynics out there, I am not paid, reimbursed or compensated in any way shape or form, by the  Facebook Corporation, to say anything favourable or positive about them. These opinions are my own and are completely unsolicited. Yep, I truly believe that Facebook Business Pages are  the best thing for small business since sliced bread. But then, I fully embrace the best of all the online tools available for my business, free, almost free or totally unfree.

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 over the moon 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 Scheduled Posts can Save You Time & Get You More Fans

Business FacebookHave you discovered the “Scheduled Posts” feature on Facebook yet? There are some Facebook features that are “take it or leave it”, but every once in a while, Facebook actually adds a function that is really, really neat. And the “schedule” button is one of those functions that really gets me rocking and rolling. It’s only been introduced very recently, so it’s not surprsing if it hasn’t caught your eye yet. It’s been a real life-saver really.

This little beauty allows you to “calendarise” your Facebook posts.

So if you wanted to release a particular post at 7pm tonight but you’d rather be watching the latest episode of “How I Met Your Mother” with your teenager, then you can schedule the post to be released at 7pm tonight, without the need to be in the same room as your PC at all, during this essential-TV-viewing-teenager-bonding-time.

There are significant benefits in using the “Schedule” button….

  1. You can quickly type your posts when it is most convenient for you (eg during a quiet period of your business) to be displayed “out of your standard business hours”. This means you are not tied to your PC when you would rather be having a life {shock horror}
  2. Conversely, if you have an event coming up (or an uber-busy work-week planned), and you think you will be too busy to post during work hours for a while, then you can schedule your posts out of hours, to be released during business hours, at a time when you know you will be tied up. Your business then still appears in the News Feeds of your Fans, rather than missing out on visibility all together during that time period. This gives your business the crucial exposure it needs, when it needs it most, and the potential to gather more Fans, even while you are too busy to “be there” on Facebook.

Some crucial pointers….

  1. Don’t use Hootsuite or any other “External” programs to post to Facebook.  Yes you can use these programs to post to Twitter and other Social Platforms, for sure, but not for Facebook. It will affect your Edgerank (Facebook Business Page Ranking), and not in a good way. I have written a previous blog post about what Edgerank is here. This is crucial to understand for Facebook Business Success, but in a nutshell, you need to be “inside” Facebook when you post. So don’t be tempted to post from an outside program to save you time, instead, the best time-saving function available to you within Facebook is the “Schedule” function. So use it to your heart’s content.
  2. Think about the best “times” to post. I share my extensive research on this topic in detail in my book and give you loads of tips on how to work out the best times for you to post in your business. You need to meet your target market at the best times, otherwise you are wasting your time on Facebook and I show you in my book the steps to figure this out specifically for your business (every business is different and hence the “best times” to post is different too). However if you would like some personalised help to work out the best times to post for your business, we can explore this in a 1-on-1 session together if that suits you better.

So, where to find this said “Schedule button”… {drum roll please}….

As this is only a new-ish feature (September 2012), most of my clients haven’t noticed this button yet, which is not surprising since Facebook seem to be moving the furniture around almost every day….

Funnily enough, the “Schedule button” is actually right under your nose …..

scheduling Facebook posts

  1. To setup a “scheduled post” simply click inside the “Status bar” and start typing your post
  2. When you are finished typing, click the small clock icon on the bottom left hand corner of the status box (note that this tiny clock icon does not appear until you actually click your cursor inside the status box, and then it appears, as if by magic)
  3. When you click the clock (try saying this ten times fast!), a “Year” pops up. Just choose the year you would like your post to be displayed. I suggest keeping your posts to within the week (too much can happen in your business between now and next year!)
  4. After you select a year, a month option pops up, and so on for day, and time
  5. Click the Schedule button on the bottom right of the status box, to diarise this post for the time you have specified. For this dummy example above on “The Like Effect” Facebook Page, I entered 7:30 tomorrow morning so that my post could “appear” in the Facebook news feed starting 7:30am

But what if I change my mind?

Do not fear, Facebook have thought of this as well. To change the posts that you have “scheduled”….

  1. Click on “Edit Page”
  2. Select “Use Activity Log”
  3. And you will see all your scheduled posts there in a list
  4. Here you can change the date and time of the future-dated posts, or cancel them all-together, so you still have full control over your posts even though they are diarised….

activity log Facebook for Business

If you’re looking for more information on this topic, or want to discover how best to use Facebook for your business, join us for the upcoming Facebook for Business Workshop, get my book or reach out to me for a 1-on-1 mentoring session…. And let’s get this party started!

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 tickled pink if you shared this page with your friends in your favourite online playground just here….

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

{Photos Courtesy of FreeDigitalPhotos.net}

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.

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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 !

 

New Facebook Timeline Changes for Business

 

Facebook is rolling out the new Timeline format for Business Pages on the 30th March 2012…. Is your business ready?

*** crackle alert everyone – sorry – buying a new video camera tomorrow to replace the old webcam I’ve been using – lucky I’m not in the business of video production. LOL ***

Get your business ready with the eBook “Facebook Business Success in 10 minutes a Day” including all the latest Timeline changes. Also get a step-by-step guide on how to market your business sucessfully on Facebook. This is the guide you must have including a 10-step method to give your business lift-off on Facebook in 2012 …..

Buy eBook Now Only $39.95

Here’s a transcript of this video here….

Hi Again, I’m Francesca and I’m your Facebook Business Specialist. Just a quick “hello” today and I wanted to touch base with you and talk about the new changes that Facebook is rolling out on the 30th March which is not long to go now. These are the biggest changes that Facebook have rolled out since they were invented 5 years ago. Lots of brand new never-seen-before features and I’m really excited about them because it’s just going to supercharge marketing your Business on Facebook like never before. So lots of new features.

The main thing to remember is don’t panic. Everything will be okay. If you already have a Business Page, your Page will roll over into the new format seamlessly on the day. So there are a few things you need to do like uploading your Cover Photo and perhaps resizing your Profile Photo and if you have a Personal Profile then you would already have a taste for what the new Timelines are going to look like.

Business Pages though will have quite a lot of extra features that the Personal Profiles doesn’t have. So the Business Timeline will be very different with lots of new features that the Personal Timeline doesn’t have.

If you’re new to Facebook “Welcome” and I hope you do join us online, we’re having a lot of fun with our Facebook Pages. Now really is the best time to join because you get to join at ground-zero and embrace the new changes that everyone else is having to learn with the new-look Facebook. So it’s a perfect time really.

To join and add your business to Facebook just go to www.Facebook.com/Pages and setting up your Page will only take about 15 minutes. That’s the easy part. Where you may get stuck is what to do after that. And I’m here to help. I’ve distilled my 3 year journey of cracking Facebook for Business into an eBook and it’s called eBook “Facebook Business Success in 10 minutes a Day” and that’s also out on the 30th March.

Buy eBook Now Only $39.95

My book covers all of the new Facebook changes including all of the new Timeline features and it also gives you a 10-step method that’s successful that I use with all of my clients and it’s easy and it works. I’m very excited to be sharing my insights with you. It’s a training manual, you sit with your laptop or PC and you get stuck into every step as we go along so it’s a hands-on practical and you’re moulding your identity on Facebook as we go along.

I also teach you the thinking behind Facebook, the psychology of Social Media.  I teach you what to do to make your Page successful and how to manage your Page in 10 minutes a day which I think is very important for every business. But I also teach you why you’re doing it, so you’re not just blindly following steps, you’re actually understanding what you’re doing.

If you need to hit the panic button, I offer a range of support packages, whether you’re a beginner or whether you’re already using Social media in your business, or whether you’re an SMO and you need to fill some gaps in your knowledge. Check out the packages on my website www.thelikeffect.com . There’s a range of one-on-one packages to support and care for your business. Just reach out and let me know if any of these suit you and if I can support you in any way.

My Social Media thought for today is that Social Media is not about being perfect! And that might sound a little strange since I talk about being successful on Facebook all the time. It’s not about perfectionism, it’s about being transparent and being authentic and allowing your customers to connect with the human behind your brand. So it really is about developing your voice and developing your identity online. You are actually developing your digital identity online. So you’re learning how to be social within a business framework. I talk a lot about this in detail in my eBook. And I can also help you mould your identity online with my one-on-one weekly support packages if you prefer one-on-one mentoring and coaching rather than reading a book. So there’s a range of support I offer depending on what suits you.

So reach out, I’d love to connect with you. Remember to leave your comment in the box below or send me an enquiry through www.thelikeffect.com website and remember to Like our Facebook Page www.Facebook.com/TheLikeEffect and join the conversation there.

Connect with you soon….

Cheers

Francesca

© 2012 Copyright thelikeffect™ All Rights Reserved.

I Believe

You can watch this blog post on video or read the transcript below….

 

Hi, I’m Francesca and I’m your Facebook Business Specialist.

I’m also the creator of thelikeffect™, a 10-step method to get your business integrated with Facebook. It’s fast, it’s easy and it’s successful. And I step you through the whole process from the very beginning, so even a total Social Media beginner can do this. But I guess you’re wondering what I’m all about? Or perhaps you’re still deciding whether you need Facebook in your business?

So let’s cut to the chase, I’m here to tell you that you definitely need Facebook in your business. Facebook has quite literally put the power of marketing back into the hands of businesses. Now businesses have never had access to this sort of free mass marketing before, so this is huge. It’s quite literally changed the that way we trade, the way that we interact with our customers. It’s very powerful and you can’t ignore it. You definitely need Facebook in your business; it’s a tool that you have to be using.

The great thing about Facebook is that it’s huge. Did you know that while you’re watching this video, there’s almost 1 billion active users right now on Facebook? If Facebook were a country it would be the third largest country in the world, only third to China and India, I mean, that’s mind blowing. Your business has to be there. So if Facebook is the new marketplace, you have to be there. If Facebook is where your customers and my customers are, your business has to be there. There’s simply no other platform on this planet with so many people congregated in one place.  1 Billion people! That’s almost 20% of the planet’s population that are active in Facebook, posting billions of messages, every day. That’s one phenomena that your business can not afford to ignore. It’s a slice of the market that your business really needs to have.

In fact, that online community is so strong, that 2012 is the year that the internet economy is going to take over, whether we like it or not. So what this means for businesses like yours and mine is that if all you have is a website, you risk being left behind in the nineties, so your business really has to have a Facebook page.  But the great thing is that it’s not too late to join today and I’m here to help. And I’m really excited to be sharing my 3 year journey with you. I’ve distilled all of my lessons into a 10-step method that I’ve applied to many businesses successfully, and it gets you from setup to flying in no time at all.

So what’s the bottom line? Social media essentially, at its core, is about connecting us all together. And Facebook for business is about sharing, connecting with your clients, engaging with them and developing a long term relationship with your customers within a business framework.

So what does this all mean?

I believe. That if you provide information that’s useful and interesting and truly relevant to your customers, they’ll keep coming back. But there’s a few things you need to do to make sure that your page is successful. And I don’t mean gimmicky things, salesy things. I mean being authentic and really focusing on the strengths of your business. And I can teach you what you need to do to make your page successful. And the best thing is, is that what I teach you will fit in with exactly what you’re doing right now for your business. There’s no PR firm, no fancy marketing plan. My 10-step method will have you managing your Facebook page in 10 minutes a day, successfully.

Buy eBook Now Only $39.95

So, what I’d really love to find out is what YOU think of the new online economy? So, come and join the conversation. Everyone’s welcome. All you need to do is “Like” our Facebook page which is on the right hand side of your screen, and post your opinion. I’ll see you there.

Cheers

Francesca

 

 

Hello World

Hi, this is my first blog post for thelikeffect™.

We love facebook for business around here and as a Facebook Business Specialist, I look forward to posting lots of useful tips, hints, videos and ideas to help you achieve Facebook Business Success.

Stay tuned and I look forward to connecting with you all soon.

 

Cheers

Francesca