Facebook for Businesses: A Beginner's Guide Part I

I have recently been speaking with a few small businesses and it has become apparent that Facebook and Twitter are not easy to set up for those who have spent minimal time interfacing with them. I figured that a quick overview of the basics is necessary before even talking about how to optimize it.

Set-up, like anything else new, can be somewhat daunting, especially if the environment is unfamiliar. However, after a few times navigating Facebook or Twitter, it becomes really easy. We will start this series with Facebook Page set-up for your business. If you don’t have a Profile account already with Facebook, we will need to begin with this first. Keep in mind that your Facebook profile may not be used as a page for your business, this is against Facebook's Terms of Use. However, your Fan Page will be connected to your personal profile.

Once you arrive at the Facebook homepage, set-up your account with your personal information as shown below.

Once you have been provided access to your profile homepage, now you can generate your business page. If you scroll to the bottom of your homepage, you will see an “Advertise” link.

After clicking the link, the first thing you will see is create an ad link. You don't want this, click the “Page” tab (now we are talking business…no pun intended). The following page will appear and you will need to select create a new page. You will now have to define your business or product with the appropriate options. What you select on this page will determine some of the functionality of your business page. For example, if you have a storefront, you will have the capability of entering store hours in the “Info” section of your Fan Page.

One thing to note is that you don’t have to finish all of this in one sitting. You will have the opportunity to select, do not publish, which is what you want so that you don’t publish once you finish. In most cases, prior to publishing you will want to become comfortable with the functionality of the page.

Select the “Info” tab on your homepage and click on Edit. This will give you the opportunity to give some background information on your company, products, and services. This is a good area to have links to your website, blog, Twitter, etc.

Now for the fun parts…customizing your Fan Page! You can upload your company logo on the upper left screen. Select that area and you will be able to upload your logo. When you complete this step, go back to your homepage and enjoy your customized fan page.

Just below your logo, is an area where you can write a brief description of what your business offers. This is a critical area as Google searches this space for key words and determines your ranking. Complete this and voila! Your very own Facebook Fan page for your business. But before you celebrate, go ahead and publish for the world to see.

Congratulations, now you can start writing on your wall and inviting your friends to become fans! We will have an advanced post with more information to optimize content and add additional features to your web page. In the meanwhile, enjoy your Fan Page and begin engaging with your target market.

Five Marketing Planning Topics

Well, it is now October and most companies are planning their marketing activities for 2010. As you plan, the following are topics that you should consider evaluating and integrating into your marketing activities for 2010.

1. Social Media This is an important topic that you must consider as inbound marketing has contributed significant growth to those companies who developed a cohesive plan.
2. Website Have a look over your website and determine if there are any weaknesses in the content. There is a difference between a good website and a great website...if you lose your audience when they arrive at your homepage, it will be difficult, if not impossible, to bring them back. Also, visit Grader.com and you can grade your website, blog, twitter, and many more.
   
3. Metrics Did you measure that right aspects of your marketing in 2009? Consider looking at internal and external metrics. Are you using Google analytics? If not, sign up, its FREE.
4. Webinars These are great educational tools for your customers. It is cost-effective and you can accomodate your customers or prospects schedule. Consider having multiple topics.
5. Surveys Prior to the end of the year, conduct a survey of your existing customers. Utilize this data to strengthen your planning for 2010. Ensure that your survey is focused on a specific topic.

This should help you to get your creative juices flowing. Happy planning!

Maximize your touch-points

When was the last time you thought about a marketing campaign and didn't know where to start! This is probably one of the more crucial points in your planning because what you decide here will determine success in the future. At the outset, it may not seem easy, but reviewing your customer touch-points may help in identifying the most appropriate initiative and as a result more effective in your planning.

The crucial aspect of evaluating customer touchpoints is to look directly at the buying experience: pre-buy, buy, and post-buy experience. In looking at each phase in-depth, a proper assessment of what is lacking or weak can strengthen your value proposition to the customer at that stage. These three insights will help you to narrow your marketing initiatives.

Pre-Buy

How many times do you think you are able to touch your prospective customer at this phase? This is probably where you have the widest opportunity of touch-points. Think of this as the span of time where the target market is simply evaluating their options. So consider how you can be included that short list. This is, of course, a crucial time because if you don’t make it on that list…well you know the result. The following should be evaluated:

First impressions count
What are the means that you are currently employing to reach out to your prospects during this phase? (eg Sales calls, advertisements, website, etc.)

• Sales team – training on communicating with their customer. What is your sales team talking about? Are they properly communicating the value of your service or product? Are they presenting the appropriate materials?
• Sales collateral/brochures—Is the content of the brochure driving the value proposition of your service or product?
• Information—Is it easy to get information about your company and product portfolio? Is your website the only way to get information?

Buy
This is where the actual transaction occurs and it is the whole process up until the product or service is exchanged. Evaluate your current position on the experience of your prospect during the purchase. The following should be evaluated:

• How easy is it for your prospects to purchase the product or service?
• Are they provided up to date status of their order or transaction?
• Is there a follow-up from customer service or sales?
  

Post-Buy
This is where the prospect becomes a customer. Evaluate the following:

• How easy is it for your customer to obtain technical support or customer service in case of product issues?
• Are there any established communications with the customer that can be leveraged?
• How are you maximizing their product or service experience to ensure repurchase?

Writer's Wanted

We are looking for contributors both for Apogee Marketing Partners. We are seeking marketing professionals who are able to write about relevant marketing topics today that can have an impact on how our members drive their marketing initiatives.

If you or anyone you know is interested or have any questions please feel free to contact us directly on our Facebook page, and send us a message.

Otherwise, here are some basic guidelines:

1. Article being submitted must be original and written by the applying author. It must not have been published previously.
2. Articles will not be an advertising for a service, product or company that you have any affiliation.
3. Topic must be current and relevant to the marketing industry.
4. Author will retain copyrights to the article. Apogee Marketing Partners will have rights to produce reprints or use of article in our website.
5. Materials can be in the form of a case-study, know-how guide, a novel marketing template or tool.
6. Topic is not limited to any one element of marketing, we are looking for writer's who can write about product innovation as well as value pricing.
7. We reserve the right on where your article will be featured (eg newsletter, news, case-study, etc.)
8. If we like your work, you may be invited to be a regular contributor. Compensation for each article will be reviewed on a case by case basis.

What are you waiting for? Contact us and let your voice be heard.

What contribution?

As marketers, we are continually evaluating the contribution of our initiatives to the business. It seems our perpetual existence is to determine what is working or not working, what to continue or discontinue. So one of our main objectives is to determine the most effective way of revealing the profitability of our marketing activities. Once we are able to assess profitability we are able to prioritize. So what is the answer?

Three words: Net Marketing Contribution (NMC)

NMC = [Market Demand x Market Share x (Revenue per cust - Variable cost per cust)] - Marketing Expenses

NMC can be utilized to evaluate overall marketing profitability, it is a means to determine the the impact of each strategy in relation to the business. This is by far one of the most useful tool that a marketer should learn to use in their professional career. This tool allows a marketer to maintain visibility of a few key strategic elements:

• Market demand = Grow market demand
• Market share = Increase market share
• Revenue per customer = Grow customer purchases
• Market demand = Enter or exit markets
• Variable cost per customer = Lower variable cost per customer
• Marketing expenses = Increase marketing efficiency

Controlling the components above in relation to its contribution to the NMC will provide more insight as to how you need to change your strategy.

Visit our website and learn more about NMC and the tools that we have available to facilitate