Inbound Marketing : Is your business missing the boat?

Let’s talk inbound marketing.  It amazes me that many business owners are not harnessing the power of inbound marketing to generate sales and leads for their business. Inbound Marketing is marketing focusing on getting found by potential customers who are already looking for your service or product. Unlike most other forms of advertising it is most often not an interruption to what you are doing.

Incorporating Inbound Marketing is not as difficult as you might think! Here are a couple key components:

Blogs – There are many benefits to blogging. One of the primary benefits is that you are able to establish yourself as an expert in your field by sharing your knowledge through your blog.

Blogging can give you a real advantage over your competitors.

Let’s say my wife is looking for a new hair stylist.   She would start her search online either via Facebook or Google.  She may ask her friends on facebook who they use or just search something like “Salon Greenville.” Out of the websites that she is referred to either by her facebook friends or Google,  if there is one that has a blog they will have a decided advantage. Why you ask?  The hair stylist blog will consists of  hair care and styling tips (Expertise) and depicts the personality of the stylist. We do business with people we know, like, and trust. The blog gives you the ability to build that relationship with your prospects and clients. Another advantage of the blog is that search engines love blogs. It adds more content (Keywords, Headlines, Links, etc) and search engine spiders will crawl your site more often if it is updated frequently.

Advanced Tip Alert! – Add a call to action to your blog posts.  Carrying over from the example I just used, let’s say Sally, the hair stylist, did a blog about how to care for color treated hair (not sure of the terminology hair pros use but I think that is right) and at the end of the post mentioned that thru the end of the month they are running a special on a special shampoo used on colored hair with a link to buy it form her online store. Cha- Ching!

Social Media – As I pointed out earlier, Facebook often acts as a referral source for many businesses. We  trust the advice of our friends when seeking out products and services.  So if my wife is referred to a stylist by one of her facebook friends, she will be inclined (since she is already there) to see if they have a Facebook page. It would blow her mind if when she searched for the particular stylist and not only did they have a facebook page, but today they where offering a free bottle of her favorite hair care product with the purchase of a cut and color. Winner! Winner! Chicken Dinner! She would be out the door and on the way to the stylist at light speed.

These are a couple of the elements of inbound marketing that can be effective for your business. I think you can see how search engine optimization and a professionally designed and optimized website would also aid in your quest to grow your leads and sales. There are numerous other elements and strategies that are employed with inbound marketing including video, landing pages, and email marketing. If you need assistance with your inbound marketing request a free marketing analysis. We would love to talk with you and discuss how we can help you grow your customer base.

Should your business advertise on facebook?

1311135008__FaceBookWe work with many different types of companies in both the B2B space and the B2C space. Inevitably at some point in developing their online strategy the topic arises as to what role should Facebook play? The answer always depends on who the companies target market is and what type of product or service do they offer? When examining a companies products or service and whether it fits on Facebook we ask three key questions

1. Is it something people would buy impulsively?  People do not come to Facebook to shop normally so products or services that are fun, inexpensive, and self gratifying tend to do well on Facebook.
2. Is the product or service related to how someone defines themselves (their image) ? Beauty, fitness, fashion, music, hobby, and sports products fall into this category.
3. Would it spread well via word of mouth? For the product or service to work well via word of mouth it needs to “buzz-worthy” .  Is it new and not just new as in a new color or style of something already existing but is it something people have not seen before that they would want to tell others about?

If the answer to any or all these questions is YES then Facebook advertising could be something worth investing in. If you answer is NO to any of these questions it will more than likely be hard to get a good ROI from Facebook advertising. If you do decide to pursue Facebook advertising your ads and content need to be entertaining.

People come to Facebook to communicate with friends, vent, be amused, share funny and inspiring things, and follow current events. Most people do not come to Facebook to engage with brands. With that being said you can engage in conversations already started about your company or brand. This article at Search Engine Journal lists 5 Free Tools for Monitoring Brand Mentions on Facebook. When you are engaging in these conversations you need to not be thinking how do I engage and sell. You need to fit into the context of the conversation and be looking to connect with those involved.

Many small businesses will find little or no conversation going on about their business for several possible reasons.

  • They are not active or engaging much on social media especially in their local market.
  • They have not produced anything worth talking about.
  • There appears to not be much of a human element to their business.
  • They are using print and TV style advertising in a medium that is not conducive to that style of marketing.

Another reason Facebook advertising sometimes does not work for many small businesses is because they lack the time or resources necessary for Facebook to work for their business. They cannot rationalize taking the time of their employees and managers away from other vital tasks to engage on Facebook. Often if they do start to market on Facebook they are looking for it to work like other forms of advertising and adopt a push marketing style rather than an inbound strategy and that does more harm than good usually. In most cases it is best to hire an outside agency like SuperHero Marketing to assist with your social media marketing. It is important to note that hiring an agency does not take it completely out of your hands. A good agency will help you devise a strategy and assist you in implementing it but to really do it right it is going to require a collaboration. After all it is you and your employees and not the agency that has the knowledge about your business. The agency will assist you mostly with strategy and implementation.

Facebook marketing can work for many businesses. However, it requires a different approach then mindset then other forms of marketing. If you would like to discuss if  and how social media marketing can work for your business give us a call at 843-606-0336.

 

Want to win (and keep) more customers for your business? – Be Remarkable.

body-wash-two-in-one-small-26640Most every business wants to be remarkable. Why is it then that so many businesses are not remarkable. They seem to be doing a lot of the same uninteresting things especially when it comes to marketing. Many business owners or managers have a hard time getting out of the – It’s what we have always done mentality.  This is especially true of established businesses that have seen success doing what they have always done. Because being remarkable often relies on out of the box thinking, adopting a marketing strategy that leans in that direction is  often seen as risky. I bet you can think of two or three recent things that you have seen companies do as far as marketing that you have remembered and told some one about.

There are marketing campaigns that are thought of as remarkable because they got talked about but really required very little effort. Beer companies, large web hosting companies (you know who I am talking about) and musicians (If you actually qualify Miley Cyrus as a musician), go for the cop out of sex sells. Although they usually draw a lot of attention they often turn off a portion of the market they could have otherwise captured. True that may not be their target market as they are likely targeting a more immature audience and they will still make money from that audience. The point I am making is to be remarkable you do not have to go the route of sex and/or offensive humor. Take Kmart’s recent campaign – I shipped my pants. I admit I chuckled the first time I saw it. However I did not make me want to shop at Kmart anymore than I did before.

The truly remarkable marketing campaigns are ones like the Old Spice ads that are truly ridiculous without being distasteful. They have a few that after I had seen I wanted to ask others if they have seen it and share a laugh. Prior to these marketing campaigns I had always thought of Old Spice as the cologne and deodorant products for  guys over 45.  I now saw them as being cool and creative and was generally interested in trying their product. I did just that I am now a loyalist to Old Spice’s line of body wash products. Old Spice strived to be remarkable and for their effort was able to redefine their brand and grow their business in demographics that had once thought of them as a brand for old men. The Old Spice campaign coincided with new products and packaging. In contrast in my opinion Kmart’s campaign although humorous at first seemed desperate and they did not seem to take any real steps to changing the perception of their company. There was no new branding of the stores and going in the store did not feel any different from 10 years before (Which while probably not exact was close to the last time I was in a Kmart) .

I bring these two cases to point to say that just being funny in one ad campaign does not make your company truly remarkable. To truly be remarkable it has to permeate through everything your company does.

Ask yourself and then your team the following questions.

  • What can we do in our marketing that will be remarkable?
  • How can we make our in store/office visits remarkable?
  • How can we make our products more remarkable?
  • How can we make our customer service remarkable?
  • What other things can we do to be remarkable?

If you keep the idea of being remarkable in the forefront of all facets of your business not just your marketing  you will undoubtably start to see some amazing results.


If you need the assistance of the Heroes at SuperHero Marketing to make your marketing more remarkable call us at 843-606-0336 or get a Free Marketing Analysis and we can show you how we can help you get more traffic, leads, and sales. 


Online Marketing Success: It’s in the numbers.

1If you want your company’s online marketing to be successful you need to pay attention to the numbers. I would argue with anyone that the ability to quantify, test, and optimize is what makes digital marketing trump all other forms of marketing. I do believe there is value in other forms of marketing but no other form of marketing can match online marketing for its capability to be measured and improved upon.

The idea for this post came when I was at the gym the other day. I have been on a getting fit mission for about 8 to 9 months now. Although I am definitely not a fitness expert I do know that much like anything else you want to achieve you need a clear set of goals. You cannot just say I want to get a flatter stomach or I want to get toned. How do you really know when you reach a goal that is that generic. No the true magic comes when you tie your goals to numbers. In my case I set a weight loss goal of reaching 200 pounds (after all I cannot be an overweight superhero). Once I set that goal the obvious next question was – How Do I Reach That Goal? That answer to that question also revolved around numbers. I decided I would set a calorie burn goal for my gym trips. I started with a goal of 300 calories per visit. After a few trips I realized that calorie burn goal was just not going to do it for the time I wanted to obtain my goal by. I went from 300 to 500 and tested that goal. Once again I realized that goal to was to low to obtain my goal. I went to 700 calorie goal and then started to see the results I wanted.

Okay, enough about the fitness. Let’s get to how that story relates to online marketing. It amazes me the amount of business owners I meet that have not even tracked the traffic to their websites. After all Google Analytics is free. It is not enough to track your websites traffic however.

To really make a difference in the success of your online marketing efforts you need several things

  • A clearly defined set of goals – What do you want to achieve?  Do you want to average 100 visitors a day to your website? What percentage of those visitors do you want to convert to leads or sales? These goals need to be S.M.A.R.T (Specific, Measurable,Attainable,Relevant, and time bound) goals.
  • A strategic marketing plan created to reach those goals. Once you know where you want to go, you can start to define the steps to get there. Several factors come into play here
    • Who is your target market and what is the best way to reach them online?
    • What methods do we apply our budget to in order to get the most bang for our buck?
    • Who in your organization is going to be responsible for various aspects of your online campaigns or do you outsource it to a marketing agency?
  • Is your website ready? There are two aspects to the answer of this question. First from a technical standpoint can the current structure of your hosting plan handle the influx of traffic that will be produced from the marketing efforts. The worst thing that can happen is that your online marketing starts working like gangbusters and then your website goes down resulting in loss of leads, sales, and reputation. The other part of the answer revolves around optimization. When I say that the first thing that comes to most people’s minds is search engine optimization. Although important that is not the sort of optimization I am talking about. What I mean is website optimization. Some aspects of website optimization are listed below.
    • Is your website user-friendly? – Is it easy for end users to navigate.
    • Is the primary functions of your business clear? Many company websites come across as vague and/or try and say too much or in terms to technical for their target market.
    • Do you use landing pages to send visitors to targeted solutions? (Especially if you offer multiple services or products)
    • Is the format and structure conducive to generating  leads and sales?
    • Is your contact information easily accessible and clear?
    • Do you have good calls to action in place?
    • Is a method for tracking in place and set up to focus on numbers defined by your goals?

Once you have a clear set of goals, a strategic online marketing plan, and your website is at least ready for the initial traffic you can then begin to study the data. Once you have a good amount of data you can start to implement tests to optimize your results.

Some online marketing tests that can be instituted include

  • A/B Split test of landing pages to test numerous elements of the page including calls to action, images, colors, format, copy, etc.. It is important to only test one aspect of the page at a time for the best results. You should also determine an adequate amount of time to run the test to get a large enough sample of data.
  • Ad headlines, graphics, and copy. If you are using display ads, search engine marketing ads, remarketing ads, or other offsite ads these can all be tested and optimized.
  • Website changes – You can test everything from layout, colors, call to action placement, intake form placement, images, headlines, offers, navigation, opt ins, etc.. Once again don’t test more than one thing at a time.
  • Inbound marketing – If you are doing content marketing you can test various distribution channels, content types, formatting, calls to action, opt-ins, etc..

There is even more that can be tested and you should always be testing and optimizing.  Do all your testing and optimization with your businesses primary goals in mind.

Here is a scenario to show how you can start to apply goals to numbers and apply action to increase these numbers and hence obtain business goals.

In examining your analytics for the first quarter you see you had 15000 overall visitors. If you see that month to month you were seeing an increase of 10% more visitors a month a reasonable goal may be to increase overall traffic in the second quarter by 20%. So you can set your goal for the second quarter to 18000 visitors. Now lets say also during the first quarter you converted 6% of all web traffic to leads (900 leads from 15000 visitors) . If you converted at the same rate for the second quarter you will have increased your lead total by 180 (1,080 leads over 900 in the first quarter).  To achieve the increase in web visitors you can look at your traffic sources and decide what may be the best source to tap into. Let’s say your top three traffic sources came from organic search traffic (40% or 6000 visits for the quarter), email marketing traffic (20% or 3000 visitors) , and pay per click traffic  (13% or 2000 visits).  Looking at the conversion numbers for each Organic – (180 leads 3%) Email -(180 leads 6%) PPC- (80 leads 4%)  we can see that organic and email are bringing in the same amount of leads but email is doing it at twice the conversion rate of organic search traffic. PPC is bringing in less leads at what is more than likely a higher cost. We wont go into it here ( Good topic for next post) but you will need to determine your cost per lead as well s % of those leads that turn to sales in order to correctly determine your course of action.

So based on these numbers we can determine the best action we can take to bring in more email traffic as that not only will that increase traffic but convert more of that traffic into leads. To do this we could increase email frequency,  increasing the size of the list (via opt ins, cross promotions, buying a list, etc..) or both. We will want to monitor this due to adding new people to a list or increasing frequency may decrease the conversion percentage. Lets say that via current trends we could expect at least a 15% increase to our traffic number for the second quarter from all other traffic sources. That puts us at 17250. 750 short of our goal. That means in order to make our goal we need to generate 750 more visitors from email marketing an increase of 25%. With that number in mind you should be able to determine the amount of subscribers you need to add and/or the amount of increased emails you need to send. To obtain that increase you may need to do both. Be warned however that you don’t want to increase frequency so much that you “burn” the email list making it less of an asset.

So I hope this helps put the value of numbers and tracking your online marketing into perspective.



We know this can be overwhelming and often too much for small and mid size businesses to handle in-house. If you feel you need a Super Team to help you reach your business goals via online marketing we are here and ready to serve – Give us a call at 843-606-0336.

The Joint Venture : One of The Most Powerful and Often Overlooked Marketing Strategies.

Local Business Marketing - Joint Venture

Business owners have a multitude of marketing strategies at their disposal. The Internet and social media have added even more ways to market than ever before. One marketing tactic that is often overlooked is the joint venture. This is especially helpful to businesses starting out. If a new business can align itself with a non-competing business that has an established customer base that is largely made up of the same target market it can be a great boost to the new business.

We often see this concept in play when it comes to non-profits and charities teaming up with for profit businesses. One variation of this is when a for profit businesses will market and sponsor events and campaigns of non profits or charities. Recently I played in a golf tournament organized to help fund our local Junior Achievement branch. Many local businesses sponsored the event to gain exposure for their business and show their support. I am sure you have also seen where donations are attached to products. For example for every shirt you buy from company x a percentage is given to charity x.

One of the best and most successful  joint ventures I have seen locally by two for profit companies is the Bi-Lo Grocery chain and the Spinx Gas Station chain. When you buy groceries at Bi-Lo you earn discounts on gas at Spinx based on how much you spend. So it compels many shoppers to buy groceries at Bi-Lo instead of other grocery stores in order to get a reduction on the cost of gas. And since Spinx is the partner in this deal they gain the consumers who not only will get their gas at Spinx but also purchase snacks and other items from the convenience store. Bi-Lo has been able to take this one step further by offering additional reduction in how much you pay for gas by buying particular items. My guess is that these items may have the highest profit margin. This is a Win-Win for both companies for sure. It may be that Bi-Lo has the larger advantage out of the two as they are not giving a discount and only an incentive  but it is a home run for Spinx as well.

No that I have shown you some ideas on how this can work . Let’s see how this may be able to work for your business. First it is best to research possible joint venture partners based on if you serve the same target market. This is easy for Bi-Lo and Spinx as they both deal in items that people need on a day to day basis so their target market includes the vast majority of people. However many small businesses have a much smaller demographic of people they serve. Lets use an example lets say you own a auto repair shop. Now lets list some possible joint venture partners and then we will discuss how you may be able to work together to increase each others business.

  1.  Tire store – Possible Joint Venture: Buy a set of tires and receive a free or discounted oil change and/or tune up at your auto repair shop. You may be losing out on the parts and labor from the oil change but gaining a possible new customer every time someone buys a set of tires from your partner.
  2. Body Shop – Possible Joint Venture:  Often times a car that goes into a body shop needs mechanical work and vice versa – you could set up a paid referral system that works both ways.
  3. Auto Detail Shop – This also could work both ways as oil changes are probably the best thing to use as the relatively low cost of labor you could once again give away or discount an oil change in order to gain new customers from the auto detail shop. Or better yet a free inspection of the prospects car to see if any service is warranted. The detail shop could also possibly offer a free service when someone comes to your shop and gets a particular service. Promotion: Get your car running right and lookin great!
  4. Used Car Dealer – Many used car dealers have their own in house mechanics but if you are lucky enough to find one that does not you can offer your services at a discount. Many used car dealers like to have the cars inspected and tuned up prior to featuring them on the lot. The discount can be qualified as well. Possibly something along these lines a 15% discount if your company services 5 of the car lots cars a month. This can carry over as well as the oil change freebie /discount can come into play. Every time they sell a car they can give the customer a coupon to your shop for a free oil change. So 3000 or 3 months down the road you have a chance for that customer to become your customer as well.
  5. Car Stereo and Accessories Dealer – Many auto enthusiast love to add accessories to their automobiles. They also often not only like the car to look good but run well. In this scenario you can offer discounted tune ups/inspections or just pay a referral fee to the accessories dealer. You can also feature each others promotional material in your shops. A picture or poster of a suped up muscle car with both businesses logos on it comes to mind.
  6. Car/Motorcycle Clubs – These groups spend a lot of money on their cars and bikes. So it is a great idea to get to know them. Passing on special discounts to members is a great idea. What you lose with the discount can be more than made up for with the frequency of service.
  7. Auto Magazine/Website – Offer to write car care or other auto related articles in an auto magazine or website  in exchange for discounted advertising.

I was going to include auto parts stores in the list but that can get a little tricky as it may hurt their business if the favor one shop over another.

It should be noted that you need to calculate the average lifetime value of a customer and the average cost to acquire a new customer to determine how much of your products and or service you can discount and come out ahead. Figure that out first before you broker any deals with other businesses.

Just after posting this I found out via facebook my friend Haro Setian (@haroavo on twitter) of  The Haro Group – Real Estate Consultants – Greenville, SC  has put together a joint venture marketing effort with a Davis Contracting. Check out the flyer below that anyone who buys a home from Haro Group receives.  This is a win win for all parties. Davis contracting gets a new client every time Haro Group sells a home. The home owner gets a head start on any remodiling or additions they want to make on the house. Usually even if  it has almost everything your family wants there is usually always something you would like to add or change.  Haro Group gets an extra benefit to give to clients that sets them apart from their competition as well as a referral source in Davis Contracting.  Great Job! Joint Venture Marketing - Haro Real Estate Group and Davis Contracting.

So I leave you with some homework. If you have not clearly determined your target market you need to do that first. Then determine the lifetime value of a customer and the average cost to acquire a new customer. You should then make a list of all the possible businesses you can cross market with. Don’t go crazy a list of  5 or less is a good start. If you are a small operation it will be hard to manage too many joint ventures at once.  Then next to each of those brainstorm some ideas that represent a win-win relationship. Then pick the best one out of those and approach that business. Your success rate will be higher of course if you have a pre existing relationship with the business owner. Once you got that one off and running work on the next one until you are at the maximum number of joint venture your business can handle at one time.

And as always if you need any assistance with your marketing or design needs give us a call at 843-606-0336. Hire A Hero!

If you have any examples of  any joint venture marketing you have done please post them in the comments. 

 

 

 

Getting The Most Out of Your Facebook Business Page

How -to-optimize-facebook-business-page-facebook-storeMany small businesses have a Facebook page just because every businesses seems to have one.  They have no plan on how they want to use Facebook to grow their business. I do believe almost every business should have a social media presence as the web is getting more and more social especially in the all important area of search. However simply having a presence is not enough you also should have a plan on how to use each social media channel. With that being said let’s look at how to optimize your companies Facebook page. I discussed in a previous post on how to properly set up your Facebook timeline so if you are at that stage please check it out first. Deciding on a Facebook strategy is essential before you delve into using Facebook for business. It would be a good idea to do this even before you setup your business timeline. In order to get a clear idea of  how to use Facebook for business you should first determine a few things:

What goals does your company have in terms of Facebook?

Determining the outcomes you want from you Facebook  strategy is vital. It will help answer the question of why to use Facebook? Rather than just because every other business is on it. To help you get a better idea on how to go about setting your Facebook goals here are some examples:- Acme Toy Company wants to increase traffic to their website via Facebook by 10% by the January 30th 2013.

– Acme Florist wants to use Facebook to raise online orders by 15% by September 30th  2012 using  Facebook.

– Acme Business Consulting Service would like to increase top of funnel leads by 25% by November 15th 2012 using Facebook.

You will notice that all of the Goals listed above are measurable and time bound. Now that you have the goal or goals set you now have to go about the process of implementing a process using Facebook to help you achieve your goals. We will cover that a little later in this post. Let’s finish answering the other questions first.

How does it fit in your overall marketing plan?

I am sure you have seen a “like” or “fan” us on Facebook  on many companies offline and online campaigns outside of  Facebook. What marketing materials or media that you currently use can you also incorporate your Facebook strategy into? Do you send out direct mail? What about signage? Commercials? Online video? Magazine ads? To see how this works in relation to one of the goals mentioned previously look at the chart below.

facebook-marketing-diagram

Who in your company will be involved in content creation/distribution, customer engagement, campaign creation/management and any other facets related to your Facebook strategy?

It is important to make someone responsible for your social media activity. Not that this person does all the tasks but ultimately makes sure everything outlined in your plan is done.  This is something you can outsource to a consulting agency such as SuperHero Marketing and they can help create a plan and outline various tasks necessary to accomplish objectives. The agency can help you assign roles and responsibilities and provide follow up to make sure everything is on track. We do not recommend outsourcing all your social media tasks to the agency as they will never be able to communicate your message as well as someone within the company that is  involved in day to day activities. However they can implement and assist in executing various campaigns using social media. If you choose to keep everything in house you need to make sure to assign roles and responsibilities to your social media strategy. Consistency and accountability are essential to the overall success of your social media strategy.

What type of work related to your Facebook strategy can and should be outsourced?

As mentioned earlier we do not recommend that you outsource all of your social media tasks. After all social media is at it’s heart about more personal connections and engagement and the more detached your company gets from it’s social media presence  the less you will be able to properly evoke your business’s message and values. It is possible to create a “corporate” feel to your social media engagement by outsourcing everything and/or just pushing promotion after promotion. That however is the wrong way to go about social media.  Everyone has heard people do business with those they know, like, and trust. That sentiment should be kept top of mind when executing your social media strategy.

If you do outsource make sure that the company you outsource to takes some time in really getting to know your brand and company. Some of the companies that have been the most successful using social media have done so by actually engaging rather than by pushing products or service.  If you have someone on your staff that really “get’s it” when it comes to the essence of your company and is naturaly engaging and outgoing – That person is most likely the best choice to be your chief engagement officer. Essentially engagement should be handled in house as much as possible. It is a good idea to hire a consulting agency to get you off and running and then to help plan and assist in the execution of  campaigns. The agency can also be responsible for tracking progress in relation to company goals and adapting the strategy based on data feedback.

How often will measurements be evaluated and the strategy adapted based on those measurements?

How often you measure results should be based on the size and rate of growth of your audience. The more data there is to analyze the more frequently it should be done. Even with small audiences things such as reach, conversions, traffic, leads generated, should be checked at least on a monthly basis to make sure everything is progressing based on the companies goals.

Now that you we have laid a foundation – Let’s talk about how to properly execute a social media strategy.

One of the most common questions that comes up is – How often should I post? My answer is usually as much as possible – However that answer is not measurable. So how often you should post should be in direct relation to your goals. If your goal is to increase website traffic by 10% by January 30th 2013, then initially we do not know how often to post to reach that number until you have some initial data. So for the first month you should should set a consistent schedule such as posting 5 times a day with two of those posting having links to your website. Then examine the analytics at the end of the month and see where you are in relation to your goal. At that point you should have a good indication of whether the number of posts should increase or decrease.  Initially when growing your audience frequency may need to be a little higher as you have a smaller audience clicking through.

The next question most businesses have is what should I post?Below is a list of some ideas.

    • Link to your companies blog – You should have a blog for your company. The benefits of having a blog that your company is committed to are numerous. One of the biggest benefits is providing fresh new original keyword rich content for search engines. I will post another post outlining all the benefits of a blog in another post – Just know that your company should definitely have one.
    • Behind the scenes – What goes on behind the scenes at your company that your audience may find interesting?
    • Highlight your favorite customers or vendors – Tell your customers how much you love them. If possible tag them in posts. There are many ways to do this including  picking a customer of the week/month. You can also showcase one of your vendors or business partners. They may just return the favor.
    • Employee Spotlight – Got an employee that always goes above and beyond. Showcase them on Facebook (and link to their profile on the website). This lets your audience see the real people behind the company (Remember – Know, Like, and Trust).
    • Video – Got a new product you want to show off? Or better yet how about a customer testimonial? Video is extremely engaging and the content possibilities are endless.
    • Photos – Pictures of customers using your product or service, behind the scenes pictures, product pictures, you get the idea.
    • Contests – Engage your audience with contests ( Link the post to details about the contest on your website or a Facebook app). A more immediate contest example would be – in the comments come up with a caption for this pic and receive _____.
    • Link to interesting content related to your industry.
    • Events – Is your business holding an event or participating in an charity event – Let your Facebook followers know.
    • Promotions – Yes you can actually promote products and services on Facebook. The best way to do this is to not make promotions the majority of your content on yous Facebook page. They also should be tied to a landing page so that you can measure conversions.
    • Education – Educate your audience about what your business does.

That should take away all the excuses of not knowing what to post.

Another common asked question is how do I get people to like the Facebook business page?  – When first getting started you should reach out to your  existing networks – Got an email list? Email your current customers and prospects. As mentioned before you should promote it thru your existing media -Website, Other social media channels, add it to directories if possible, signage, Direct mail, Coupons, Commercials, etc… We often recommend search ads when companies first launch a website. In this case it may also make sense to use Facebooks advertising to help build your initial audience. You should also make sure your page is publicly searchable.  Are you primarily a local business? Create a list of personal Facebook friends that are local to your area and invite them to like your page.  Do you have business associates, relatives or customers that love you? Ask them to help promote your page.  Like other business pages on Facebook especially those of vendors and businesses you have done joint ventures with in the past. They may end up liking you back and/or promoting your page.

What else is Facebook good for? You can also use it to promote your other marketing channels – You can use it to gain subscribers to your email lists and blog.  Ask your followers to subscribe to your Youtube Channel or follow you on Twitter. Sometimes all you gotta do is ask. You can also ask your followers to share your content – Example: Did you love this video? Share it with your friends. Yes I know the share button is there but a little extra nudging never hurts. Also remember to interact with Fcaebook as your business identity -Work out cross promotion opportunities with other businesses. Well that about as much as I can cover without this post becoming ridiculously long.  Thanks for reading – post any questions in the comments and I will be glad to answer.