Mobile Tips and Tricks for your Facebook and Instagram Business

San Lorenzo LibraryJanuary 18, 2019

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Cynthia Mackey– CEO, Winning Strategies LLC, www.WinningStrategies.com– Develop Digital Marketing strategies for SMB businesses– Manage social media, design and build websites and mobile apps,

SEO, place digital ads, supporting graphic design and copywriting

Prior Experience– 10+ years managing Winning Strategies; 10+ years in corporate– Technical Product Manager, telecommunications, and Internet

products/services– Consultant and interim executive for startups in Bay Area/Silicon

Valley– Engagement/Development Manager for interactive web and mobile

apps– Corporate Instructor and Learning Strategist

Education– Executive Ed, Duke University– Web Administration certification, Golden Gate University– MS, Telecommunications, Golden Gate University– BS, University of Southern California

Instructor

1. Why Small Business Should Use Instagram / Facebook - Facts and Stats

2. Instagram and Facebook Best Practices3. Measuring the Success of Ads4. Instagram Shoppable Posts5. Summary & Conclusion

Agenda

Facebook / InstagramFacts and Stats

Facebook / Instagram Networks for Business

Facebook Products/Services with broad appeal to consumers Approx. 1.9B monthly active users * Total Facebook audience in US: 214M users* Daily Users are approx. 66% of monthly active users* Facebook Ads Facebook Marketplace Facebook Messaging

Facebook survey showed 61% of US daily message app users messaged a business in last 3 months

Survey showed 69% of US users also felt being able to message a business made them feel more confident about the brand

*https://www.statista.com/statistics/346167/facebook-global-dau/

*https://www.facebook.com/business/news/insights/why-messaging-businesses-is-the-new-normal

Facebook / Instagram Networks for Business

Instagram Products/Services with high visual appeal Approx. 1B monthly active users * Total Instagram audience in US: 105M users* 28% of online adults use Instagram 72% of users have bought a product they saw on Instagram Instagram Ads Instagram Shoppable Posts IG Stories, Highlights, and IGTV Tools to create engaging posts

*https://www.statista.com/statistics/346167/facebook-global-dau/

*Pew Research

Facebook / Instagram Networks for Business

Facebook & Instagram Top the charts Instagram is growing

Instagram / Facebook Best Practices

Instagram

Instagram Business Account now through Facebook:https://www.facebook.com/business/help/502981923235522

Also can set up via your mobile device. Check out how to video here:https://business.instagram.com/blog/creating-a-business-profile-on-

instagram/

Instagram Acquired by Facebook

Instagram works easiest from phone or tablet.

Spend time to craft your words and images. After awhile you will get good at it.

Instagram thrives on hashtags also so use them to attract fans and potential buyers

There is a limit of 60 hashtags total on Instagram. 30 in the caption and 30 in a comment.

Instagram: Use Videos, Photos, Graphics, Stories

Compelling image related to your brand or what you sell.Words are just as important. Think about what you want to say before you say it. What #hashtags are relevant.What do you want your audience to do with this post (e.g., get excited/coming soon, buy a product, call or email, etc.)

Tag related IG

Recipe

Instagram Anatomy of a Post

Instagram Tools and Tips Go To Mobile

When taking a photo or video can now add to your story and will appear above feed

Can add on to stories, creating a slideshow until disappears in 24 hours

Can also add stickers and other effects to photos for engagement Use stories for daily or weekly moments of interest such as behind

the scenes, ‘live’ events, or sharing something important that is happening now

Before creating a story, spend some time thinking about what is important for your buyer to know and what is engaging to them about that.

Stories can be 1-15 seconds.

GOTO Mobile Instagram

» Instagram Post Tips

» Highlights & Video

» Instagram Shoppable Posts

» Facebook Blueprint

Instagram LIVE

Similar to Facebook Live (follow same best practices)

Use live when “in the moment” can help you sell or grow followers

Let your followers know in advance when you are going in live to increase likelihood for them to watch

Other tools below- http://www.facebook.com/blueprint (online courses)- https://www.facebook.com/business- https://business.instagram.com/- https://help.instagram.com/126662934757177?helpref=search&sr

=1&query=instagram%20live (Instagram Live)- https://help.instagram.com/2059047654316237 (IGTV)- https://help.instagram.com/1660923094227526 (stories, highlights)- Repost for Instagram (to repost images from users, etc.)

Instagram: Tools and Tips

SHOPPABLE INSTAGRAM POSTS Can now sell via Instagram Entire transaction is through Facebook Must have an Instagram and Facebook Business page, and

also set up a Facebook store https://www.facebook.com/business/help/912190892201033

(Facebook store) Can also sell through Shopify or BigCommerce Learn more here: https://help.shopify.com/manual/sell-

online/instagram

Instagram: Live, Text Tools and Boomerang – NEW

Facebook Business Page- Gather potential customers from across Facebook- Can create ads- Detailed page insights- Can create a group associated with a Business Page

Facebook Group- Better engagement- Can be open to public or private- Group Insights data is available- Can create Group Events

Facebook Business Page vs. Facebook Group

Facebook Business Manager- Designed to manage multiple ad campaigns over multiple

pages- Ideally designed for agencies and large companies

- To Remove Page from Business Manager:- Login to Business Manager (or go to your Business page

and select Business Manager from the top)- In upper rate select ‘Business Settings’- From LH-side navigation select “Pages”- On upper RH-side select “Remove Page”

Learn More: https://www.facebook.com/business/learn/how-business-manager-works

Facebook Business Manager

GOTO Mobile FB

» Facebook Marketplace

» Facebook Events

» Facebook Ads

» Facebook Blueprint

Facebook Business Manager

Facebook Insights: Group

Facebook Insights: Group

How Will Your Ad Be Viewed?Mobile or Desktop Newsfeed,

Righthand ColumnFacebook Ad Guidelines

Don’t Get OverwhelmedMarketing is about experimenting to

find what worksAllow yourself the time (and budget) to

do that

Create an Ad on Facebook - Guidelines

Easiest Ad: Boost a Popular PostDetermine budgetStrategy: Experiment with low budget

then slightly increase – note resultsCreate an Ad with Ad ManagerWhat do you want to say?Photo ready to go with your text/copy?Target demographics that match your

audience

Create an Ad on Facebook

Use the Event tool for more than events (e.g., webinars, classes, pop-up, exhibits, etc.)

https://www.facebook.com/events/

Facebook Events make it easy for others to share or a visual reminder

Can also sell event tickets, etc., by including a link to your website

Facebook Events

Can “broadcast” from Facebook directlyBest Practices from Facebook

Tell people ahead of time Make sure you have a good connection Write a clear and compelling description Ask viewers to follow you and receive notifications when you

go live again Can see commenters - say hello by name! Go Live, Stay live - recommended to stay live longer to reach

more people; minimum of 10 min. recommended. Can go up to 4 hours.

https://www.facebook.com/facebookmedia/best-practices/live ; Find more How to’s and tips at https://live.fb.com/

Facebook Live

Know Your Customer (or Audience)Understand your customer - who buys from you?Use a social media network They like and you like

Create a Content StrategyRelevancy - posts should relate to what your customer cares about. This is represented thru written words, illustrations, video, photos, slide shows, videos, audio, etc.Produce the best quality that you canDon’t know where to start? Observe your competition’s social media.

Create a Posting Strategy How frequently can you postUse tools to help you schedule

Create a Social Media Strategy

Create an Advertising Budget Before it was newspaper ads. Now its

social media ads!How do you plan to draw

clients/advertise? Remember - these tools are only going

to give you so much for free

Create a Social Media Strategy

Commit to Strategy At least 3 months (one quarter); 6 months or longer if

you don’t post often Use analytics to evaluate success Consider discounts and promo codes to track

Keep track of what works and what doesn’t workGOAL: Increase Engagement

Get your fans to like, comment, share, or click on your posts or ads

The more engagement, the more valuable your content, the faster you build followers and sales lead opportunities

Create a Social Media Strategy

Facebook / Instagram - Measuring Success of Ads

� Can Set Budget� Ads are Targeted� Ads Increase Your Exposure to Potential

Customers Faster

Facebook: Ad Advantages

Facebook Insights (similar to Google Analytics but for Facebook page only) provides visitors information). Below is a sample.Example: Facebook Insights ==> People => People Reached

This data is available if you have a Facebook BUSINESS page You should have a Facebook BUSINESS page

Facebook Insights: Visitor Information

Facebook Insights: Visitor Information

Facebook / Instagram - Sales

Summary & Conclusion

Have a Social Media Strategy Integrate with your website Measure results with social media

insights and Google Analytics Build the best content (words and

photos) that you can Post often - set aside time or get help

to do this Use what is free, but don’t be afraid to

try ads

Good Luck!

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