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Social Media Marketing
How To Use Your Facebook Business Page To Get More Referrals
February 2, 2016
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Facebook Business Pages are a great social media tool that is available to you, and we are here to walk you through exactly how to use it correctly.

We will teach you how to set up a Business Facebook page, how to ensure it is optimized correctly and will also work through a proven strategy to get results from your page.

 

There are a few important things to keep in mind with Facebook Business Pages

– You must create a business page that conveys the professionalism of your brand.

– You need to ensure that your Facebook page is optimized so that Facebook will show users that need your services your page. How this works is that Facebook tracks what people are looking at online, when they are logged in to Facebook or when they are not. Once someone logs back into their social media page, the information of where they were searching will be loaded into Facebook and they will be categorized based on their search history. For example, if your Facebook page is in the category of Real Estate (like a mortgage broker or realtor), Facebook will show users who have recently gone to websites like Realtor.ca your Facebook page. So, we have to make sure that your Facebook page has been optimized correctly to show local potential customers in your marketplace your page. Very few people understand how to do this, and even fewer will be implementing this in your area, so this is a great tool to put you ahead of your competition.

– You will then need to successfully find and target new sources of business on Facebook using your business page.

Remember..
Last blog post (found here) we used your personal Facebook page to network with specific past clients.
In this blog post, we are going to use your business page to network with large groups of prospects so that you’re constantly turning in new leads from your marketplace.

Your Facebook Business Page is different, and looks slightly different from your personal page. Below on the left, there is a screenshot of my personal Facebook page and on the right, my Facebook business page.

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Setting Up Your Facebook Business Page

To start, head over to www.facebook.com/business and click on Create Page.

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The next step will be to choose your page type: click Local Business or Place.

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From there, they are going to ask you to fill out your basic business details:

Screen Shot 2016-02-04 at 2.58.50 PMPick the category that best describes your business from the drop down menu. The business name is the name that will show up when you are interacting on Facebook (liking a status, sharing content, etc). You will want to add in your personal name with your business name. That way, when people are looking up your name on Facebook, they will be able to find your page, as well as if they are looking up your business.

The next page is going to ask you even more about your business. This is the area that you’ll be able to add categories as to what your page is.

Screen Shot 2016-02-04 at 3.02.51 PMWhen you get to the about section, start with your phone number. This way it is the first thing people will see when they are looking at your page. From there, target your market by writing a small sentence about what your doing and for who (your elevator pitch). Then finally, add in your keywords to make it very clear about what you’re doing.

Google will also use the information in this section and your keywords to decide which Facebook pages to rank in your area. This information is used to not only boost your Facebook profile, but also your website that is tied to the Facebook profile.

Next, type in your website URL.

Finally, you are able to choose a web address for your new Facebook Business Page. For this, choose sometime simple that shows where you are and what you do. For example, www.facebook.com/guelphrealestate   or   www.facebook.com/torontofinancialplanner These domains are becoming very competitive because, again, it plays a part in your search engine ranking and can be very valuable to your business.

The next page that Facebook takes you to, is where you will upload your Facebook profile photo.

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From here, it will give you the option to add your page to your favourites. This will add your business page to the left hand side of your Facebook Home page, making it easier for you to find your business page when you come back online.

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The final step with setting up the basics of your Facebook Business page will be called “Reach More People”. This step will either ask you to run an ad or upload your database to invite people to like your page. You will want to skip this step because right now, your Facebook page is empty.

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Once you have made it through all of these steps, congratulations! You have officially created your Facebook business page.

 

Next up, branding.

Your Facebook cover photo is the large photo at the top of your business page.

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For those who don’t have their own graphics designer, www.Fiverr.com is a great service that you can use to get a cover photo made for you. Fiverr is a website where people will list all of the things they are willing to do for $5. Up in the right hand corner, there will be a search box. Simply type in “cover photo”, choose someone who is highly rated, and for $5 you can get a great Facebook cover photo made.

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Advanced Settings

The next important step, is to adjust your advanced settings. You’ll find these by clicking on “About” and then “Page Info”.

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Be sure to fill out everything that is available to you and double check that everything you input earlier is correct.

The impressum is a very short description or call to action that will show up when people search for your business page, so it is important to fill that out.

 

Networking Using Your Business Page

The first step for this section, is to make sure you are logged into your Facebook business page. To do this, when you sign into Facebook, there is a small arrow in the top right corner. Click the arrow and select Log In As: Your facebook business page. At that point, your Facebook will change slightly because you are now logged in as your Facebook business page.

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Next, you’re going to search for market influencers and communities of people that we can start to network with and start to generate referrals from. Now, it doesn’t matter what business you’re in, this strategy works!

Start by searching for associations in your area – for example, Guelph association

Don’t click the enter button, simply let the drop down menu start to form and then click “See more Results” at the bottom.Screen Shot 2016-02-04 at 4.17.22 PMAt this point, it will pull up all of the associations that are relevant to what you searched for. Find the places that have an existing audience and click Like on their page. Then, go into the different Facebook pages and like some of their recent posts. This will show those in the group, and the group owner, that your business page has liked and engaged on their business page.

You never want to simply show up in a Facebook group and start advertising who you and your business is, that is a quick way to get kicked out of a group! You’ll want to engage on that Facebook page to give the people of the group that warm and fuzzy feeling about you.

Now, don’t stop just at associations; carve out 30 minutes to research the Facebook pages in your area. Some more examples of local pages might be the cities’ rotary club and the local business association.

Screen Shot 2016-02-04 at 4.21.21 PMWhen you go to these Facebook pages, it will always show you who the owner of the group is. You’ll want to click on that person and send them a friendly message:

Screen Shot 2016-02-04 at 4.29.12 PMWhat will typically happen after this message, is that the owner of the page will message you back and say ‘Absolutely! Feel free to add your expertise to the community.’ The owners themselves are sitting at their own computer, waiting for people to post in the Facebook group and add content to the page.

Here is a great example of providing value in the mortgage market:

Screen Shot 2016-02-04 at 4.33.40 PMWe’ve gone into a real estate Facebook community, saw that there were listings being posted within the group and we broke down how much the house would cost in today’s market. The example above: “Great listing from Melanie, which can be yours for $758/mo with 5% down. Call 000-000-0000 for a quick pre-qualification or more information.”

Doing these simple steps will put your business in front of hundreds of people.

Here is a simple community infiltration template that you can use to add value by commenting on a post to these groups (once you’ve been given permission to post within the group):

Screen Shot 2016-02-04 at 4.37.47 PMLet’s say your in the financial services industry, here is how it might go:

Hi All,

Thought you might find this helpful.

We had a client that was looking to put money away from retirement but had questions about taxes.

We helped them by explaining the added value that came from (specific product).

They ended up getting a great way to save money for retirement on an automated basis that will potentially bring back a return of XX.

If you have any questions, just let me know. EMAIL & PHONE

 

This formula works very well because you aren’t promoting and marketing your business directly; you’re using stories of success to introduce people to your business.


 

Do you see the value in getting more referrals from your past clients but don’t have time to do the work?

Click here to check out our done for you social marketing program where networking with your past clients is just one of the ways we help you grow your business!

For immediate information email cwjstone@cwjstone.com

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