10 steps to Perfect your Facebook Business Page

Though creating a Facebook Business Page is simple, there are so many important aspects to look at before you invite your friends to like the page.

I will first give you a quick guide on creating a Facebook Business Page. If you have already created yours, go straight to Number 01.

You need to have a facebook account to create a business page. Go to create icon and choose a create page option. Then you just have to provide the basic business information to create your business page.

Though creation is simple, there are so many important aspects to look at before you invite your friends to like the page.

Before doing any of the optimisations, go ahead and open five of your favourite business pages on Facebook for reference. Try to include at least 2 pages from your industry. Keep them opened in a separate tab until you finish all these. In each of the following steps, you need to check how these pages have done the particular step!

1. Uploading the right Facebook icon

Your Facebook page icon is the most important thing on your page after the name. So make sure you do enough research before finalising it. In some instances, like when you comment on a post, its only your page icon is shown.

Mostly business pages use their logo as the Facebook icon. However, make sure your icon is visible and clear.

To easily create a simple logo aka a facebook icon, you can use a tool like canva. Its free and you get the access to many templates and presets to select within the free plan.

2. Uploading the right Facebook Cover image

A great cover image helps create a great first impression for a visitor to your page. You can use canva to create an appealing cover image though you do not have any experience in graphic design.

After you uploaded the cover image, check it from different devices such as from a laptop, a tab and a mobile to see whether all devices show the cover image as expected. Because, sometimes though you created it in right dimensions, the text in corners are not visible in certain devices.

Therefore, I tend to choose a symmetrical cover image like this,

Over this,

3. Edit About section: Description

Use the description effectively to give a clear idea to your audience about what you are trying here.

You need to answer these three questions in the description,

  • What your business is about?
  • What this page is about?
  • Why someone should like this page?

4. Contact information

Update Relevant Contact information in the page. This helps your audience to find you. Relevant contact information depends on the purpose of your page.

For instance, whether you need to include a map to your business location or to show your contact numbers might depend on your purpose of the page right?

To update the contact information, you need to go to the same “About” section.

5. Our Story

This is a new addition from Facebook. “Our Story” can be effectively used to provide an in depth description about your business ad the page. You can edit this in the same About section.

This is similar to writing a blog. You can add a nice image and include a long descriptive article about your business.

You can utilise this space in the following ways,

  • Add an article about the history of your business
  • Add an article about the purpose and values of your business
  • Use this as a dynamic space and update your latest blog post here
  • Use the space to provide a list of contact information and addresses to your different store locations

6. Delete Unnecessary Posts

When you make updates such as Facebook icon, cover image and even when you update certain contact information, Facebook automatically post that on your page.

Most of these posts are not relevant to your audience. Not like in a personal profile, you change the profile picture and every one of your friend start liking and commenting on it.

So go ahead and hide these posts from the timeline.

7. Delete Unnecessary images

Further, you shouldn’t have 10 Facebook icons in your profile pictures album. You should have only one final image in the profile pictures album and one final image in the cover photos album.

The reason is, in a business page, all these uploads are public. So I don’t think you want to show your audience how many attempts you made to come up with your final logo right?

8. Add a Button

This is a very important task before publishing your business page, as this is the main CTA ( Call To Action) on your page which is located just below the cover image at a clearly visible place.

You can choose from so many CTA options and link that into the relevant website, landing page, blog or even to your Youtube channel.

9. Create first 3 Posts

Having some quality posts on your page is vital before inviting your friends to like the page. There should be something for them to realise that your page is worth liking.

Use the following post ideas to create your first 3-5 posts.

  • Welcome Post: to welcome your audience to the page
  • Paste a direct link to your website, youtube channel or blog and ask the audience to ” Go check it Out! “
  • Post a link of a blog post: This can be either an original post on your blog or a copied one from a third party blog

10. Invite Your Friends

Now your Business Page is ready for the visitors. It’s time to get some likes. I will write a different blog post on the ways to get the initial likes on facebook without boosting. However, the easiest and most effective way is to invite your friends.

Invite all your friends to like the page. Go to the “Home” of your page and you will find the “Invite friends” option on the right side.

Now, use this as a checklist when you publish your Facebook Business Page. Which of these helped you create a better business page? Comment your thoughts!

0 Comments

What is Facebook Business Manager and Who should use it?

As Facebook became one of the largest media advertising companies in the world, so many new businesses and services started to emerge such as Facebook advertising agencies and Facebook business management agencies.

More businesses started hiring Individual consultants or businesses to manage and optimise their business pages and to advertise on Facebook.

Handpicked Related Content: 5 Remarkable Reasons to hire a Digital Marketing Consultant in your business

More people coming into business means more profit for Facebook. However, there was a risk of handing over a business account to a third party to manage or advertise. Then came the login and password issues, payment detail issues and so and so on.

Business Manager

So Facebook decided to come up with a platform for those who help other businesses, because all these businesses eventually help Facebook. As a result, here we have Facebook Business Manager for Free!

Business Manager provide solutions for all of the above issues we discussed. In fact, it goes beyond the basics.

What Business Manager can do?

Consider Business Manager as a system that runs your business, of course as the name suggest.

Business Manager can be used to perform four main tasks.

1. Manage Ads: Ads Manager

You can manage multiple Ad accounts under your Business Manager account.

You can add all your pages for which you are an Admin, under your Business Manager and use a single payment method for them while utilising the payment methods set by the clients to serve them in a secure way.

2. Manage Pages: Page Posts

You can manage your clients Facebook business accounts with content posting, scheduling and community management.

3. Manage People: Business Settings

If you have employees working for you, Business Manager gives you the ability to add them to your business manager account without sharing any of your login details. In addition, you can even assign their work precisely as which Ad accounts or pages they should work on.

4. Manage Clients: Business Settings

You can request access to a client’s Ads account or a business page directly from the business manager in a more secure way without sharing any information about your login details or the client’s login details.

Further, you can get analytics reports for different assets you manage in one place which you can share with your clients.

Moreover, you can create different audiences for your clients at one place, you can share videos and images you want your team to use in their work, use pixels to take your analytics and your clients Ad targeting to the next level, and so much more!

Who should use this?

If you have only one Facebook page and one Ads account (every Facebook page generates an Ads account), it’s not necessary to have Business Manager.

Even if you get the requirement of sharing your assets ( Ads Accounts) with a third party advertiser, consultant or a manager who help you in your campaigns in Facebook, you can still add them through your Ads Manager without having the Business Manager.

If you are one of these, you should use Business Manager.

  • an advertising agency managing several Ads accounts for clients
  • a social media management agency managing several Facebook or Instagram business pages for clients
  • a business managing several pages or ads accounts with multiple employees
  • a company with several sub divisions using separate Ads accounts

Business Manager Structure

If the Business Manager is still confusing, check out this bird’s eye view. This includes the main tasks, the Business Manager can perform.

Hope this helped you to have a clear idea of the business manager and its uses. Comment below any question you have about Advertising in facebook.

0 Comments

6 Steps to Become a Sustainable Twitter Influencer

Creating a large twitter following is hard. Creating a sustainable and engaging twitter following is harder.

This post is for those who already have a large following base.

Using the same parameters I discuss here, I have analysed 40+ twitter accounts on SEO and Digital Marketing and came up with the following results,

Handpicked Related Content: Top 10 Digital Marketing and SEO influencers to follow on Twitter

The analysis was strictly based on these parameters. So, I might have missed the best content creators in twitter or the influencers with the highest number of followers in the considered niche.

However, I believe, these factors together, turn a good twitter account into a great one.

So, some basic mathematics was unavoidable. If you don’t want the mathematics of how I came up with the analysis results and you just want to see how you can use it to grow your twitter account, scroll down a bit!

For each of these parameters, I assigned a weight based on their importance as follows.

Weights assigned to each parameter based on their importance
Weights assigned to each parameter based on their importance

Then I assigned ratings out of 10 for each account on each parameter based on my research.

Addition of the Multiplications of these scores gave me the Comprehensive Twitter Ranking Score.

Take Rand Fishkin for example, he achieved a CTR of 216 as follows.

CTR (Rand Fishkin) = 8*10+7*5+6*7+7*6+5*3+2*1= 216

Here, I present you the CTRs of the top ten influencers only based on my analysis. Out of the 40+ accounts I analysed, the lowest CTR was 112.

For my surprise, some of the top players in the market such as Neil Patel, Danny Sullivan, Barry Schwartz, Matt Cutts, Dr. Pete Mayers were not in the top 10.

Here is why I used the above parameters. If you want to become a successful twitter influencer, consider the following six factors.

1. Original Content

Here, what I meant by original content was that the content one tweet from his own blog or from his company blog, or from any other original source.

This is the most important part of an influencer’s account as one of the first reasons users follow them is for this type of original content.

Blog content
Blog content

Influencers like Neil Patel, Eric Enge, Brian Dean, Shane Barker and John Rampton had the best content on their accounts mostly from their own blogs. However, all of them did not make it to the top 10.

Because, some failed to concern the followings.

2. Relevant Retweets

Retweets is a tricky function in twitter. It has to be used and it has to be used wisely.

Rule of thumb is to use a Tweet to Retweet ratio of 3:1. Going for a higher ratio of 5:1 is still accepted for a content creator as they may have more original content to tweet.

But doing it other way around or totally ignoring the retweeting function would be a disaster.

There is another important reason some influencers fail to consider retweeting which we will discuss in the last section.

3. Post Engagement by the followers

Everything you do on twitter as an influencer, I believe is to improve the engagement of the followers with your posts.

Another way to put it is: The sole purpose of you being on twitter is to engage with your audience.

Follower engagement
Follower engagement

If you have 1 million+ followers and you can not get 20 likes, 10 retweets and 10 comments on your post, remember, you are doing something terribly wrong

4. Post Engagement by the Influencer

This is also an important factor and you can also identify it seen the weight I have put on this.

Social media is not a one way communication where an influencer come and dump their content on the twitter account and go, letting the followers to start arguing, fighting, make assumptions and come into conclusions.

The influencer has a duty to engage with the followers on the same platform and I believe that’s the beauty of social media.

Influencer engagement in posts is important
Influencer engagement in posts is important

That’s the beauty of twitter, where I can directly talk to the president of the United States or the CEO of Apple and they see me irrespective of the number of followers I have. If my concern is legitimate and they find it interesting, they might consider replying.

5. Followers Count

I have put a little lower weight for this factor though most of the influencers are following after this number spending a tremendous amount on advertising.

Engagement matters
Engagement matters

Yes, number of followers are important. But there is a more important and relevant matrix, I call it The average post engagement per follower.

Count the total engagement (likes+retweets+comments) for your last 10 posts, divide it by 10 and divide the number by your follower count and take it as a percentage.

You will be surprised by seeing how little engagement your posts make with your followers. Try to achieve a 1%+ follower engagement for your tweets.

It’s not magic, you have already gathered a great set of followers. Now think about why in the first place they followed you and what value you can offer them in your tweets.

6. Following Count

I have seen some twitter influencers follow back very little as 50 accounts. They might have followed more previously and cleared all the unnecessary followings later on.

Some are using lists, which is also not a great option in an engaging platform like twitter.

However, If you follow back only 50 twitter accounts, how would you get to see the important retweetable content or the content going viral on twitter? Does that mean your sole purpose of being on twitter is to dump your content you create and ask your followers to click?

I would introduce you with a better strategy here. Follow these steps,

  • Clean up your unnecessary followings. Checkout these Apps and Tools for that
  • Start following all the influencer accounts in your niche. They would keep you updated on the changes in the market.
  • Start following business accounts that are relevant to your niche.
  • Follow business magazines and Newsletters that are relevant.
  • Follow your followers based on their regular engagement with your posts. It would make their day, being followed back by an influencer they like. On top of that, you will make a loyal follower who would further engage in your posts.
Following back is not as bad as you thought!
Following back is not as bad as you thought!

Having 1 million followers and 50 followings, if your tweet gets only 10 likes, 1 comment and 3 retweets, it doesn’t make sense. Rather you may prefer to have a 20k followers and 5k followings with a much better engagement with your audience.

Again, if you want to see the results of this analysis I carried out for SEO and Digital Marketing Influencers, Check it out here,

Top 10 Digital Marketing and SEO influencers to follow on Twitter

I hope this helped. If you think I should have included any other parameter for the analysis or I should have changed their weights, let me know in the comment section.

0 Comments

Top 10 Digital Marketing and SEO influencers to follow on Twitter (in 2020)

The best place to get fresh updates on any subject is to follow a set of great influencers on Twitter.

For those who are interested in Digital Marketing and SEO, I have analysed more than 40 twitter influencer profiles and here I present the best 10 profiles to follow.

Analysis was based on six parameters.

  1. Original Content
  2. Quality Retweets
  3. Post Engagement by the followers
  4. Post Engagement by the Author
  5. Followers Count
  6. Following Count

Read why I used these parameters, how I carried out the analysis and how an influencer profile can be further improved here,

Handpicked Related Content: 6 Steps to Become a SustainableTwitter Influencer

I will first list down the top 10 profiles and then all the influencer profiles I analysed.

1. Brian Dean

One follows Brian for SEO updates. So he gives his audience what they expected by posting some quality content originally created by him and by retweeting relevant content.

On top of that, he has a pretty decent engagement in posts by his followers. Brian also takes his time to reply most of them.

If you are interested about content on Search Engine Optimisation, this is a must follow account. You can also checkout his blog at Backlinko.

2. Cyrus Shepard

Cyrus is mostly tweeting about SEO and post some quality content on the subject from two blogs Moz.com and Zyppy.com.

He also engages with the followers in comments and replies to most of his followers’ questions.

3. Joost de Valk

Joost is the founder of the WordPress plugin Yoast SEO. Currently he is the Chief Product Officer at Yoast. He mostly post quality content from Yoast SEO Blog and from his personal blog.

4. Pam Moore

Pam Moore is the CEO at Marketing Nutz, a social media marketing and branding agency.

Mostly tweets about social media marketing and content marketing from her two websites pammarketingnut.com and themarketingnutz.com.

5. Rand Fishkin

Mostly tweet original content from his blog SparkToro on digital marketing, SEO and startups.

6. Darren Shaw

Darren is tweeting from so many interesting sources including his blog Whitespark. Further, he use Retweeting wisely to inform his audience on updates from a range of sources.

7. Britney Muller

An active character in twitter. Britney tweet original content from Moz and retweet relevant content for SEO and digital marketing from a range of sources.

8. Ross Hudgens

Ross creates his content at Siegemedia. Also retweet quality content on SEO and content marketing.

9. John Rampton

John Rampton tweet some high quality content throughout his feed.

However, the engagement of his 1.3 million followers is at a considerably low level

10. Ian Lurie

Ian tweet some original content from his blog Ianlurie.com as well.

The reason how his twitter account managed to stay at the top 10 is his active engagement with the followers

11. More Digital Marketing and SEO influencers to follow in twitter

I have given the above list based on certain parameters which I discuss in this blog post.

However, there are more twitter accounts you should follow if you are interested about the subject.

For example, some of these twitter accounts could not come to the top five just based on the fact that their engagement with the followers was low or they did not retweet at all.

Therefore based on the parameters I used for this particular analysis, I had to cut them off even though they had some quality content posted regularly.

So this is the list of influencers I considered and I recommend you to checkout their twitter accounts and follow them as well. Following list is not in any order.

Yes It was me at the last. I tweet valuable content on Business, Marketing and Tech.

Now, If you think I should add more influencers to the list, please comment below. I would love to hear from you.

0 Comments

Top 5 reasons why Relationship Marketing is Superior to Traditional Marketing

In traditional or consumer era, customer’s buying decision was based on WHAT the company produced and HOW they produced it.

However in relationship era of marketing customer considers WHO the company actually is and their core values in business when making the buying decision.

Following are the key reasons for relationship marketing to be superior and relevant to the present days.

1. Purpose of the business

In traditional marketing, purpose of every business is generating profits. This core purpose comes into effect in almost every decision the company makes.

A business drives on relationship marketing has a far more greater purpose to be in business than mere profits. Yes they make profits, but the profit is a by-product of achieving their purpose. It’s not that they are trying to convince customer that they are something that they are not. The business live on that purpose and it’s been reflected in all its dealings.

Starbucks employee helping a customer to change the flat tire
Starbucks employee helping a customer to change the flat tire

There’s lot to learn from a company like starbucks on how to live on purpose. They reflect their purpose on each and every dealing with their customer and employee.

2. Persuasion vs Authentic relationship

Facebook like box
You can’t buy likes

In consumer marketing, it was all about persuading the customer to buy the product. All the marketing efforts and promotional goals were set to create that persuasion in every possible media campaign.

However, in modern marketing, the goal is to create long term authentic relationships with the users.

It’s simply about how many ❤️ reacts your business’s Facebook post gains vs how many 😡 reacts. And this authentic relationship focuses on turning those 👍 into more ❤️ reacts.

A good example for a company who has created an authentic relationship with its customer is Apple. They do not sell on persuasion. They have created that trust in customer’s mind that what ever the product comes from Apple will be sold.

I love apple google search gives more than 3 million results
I love apple google search gives more than 3 million results

Its pretty sure that more than half of these results where people have expressed their love is not for the apple we eat!

3. Investing in media vs investing in people

Consumer marketing companies heavily focused on promoting their product through media. They used televisions, newspapers and paid millions on advertising their products even with the use of influencers. They even use social media through paid advertisements, Google paid advertisements and many more media to advertise and persuade the buyer.

In Modern marketing, the investment is carried out on people. Basically, your staff and customers. You do not have to persuade your staff to stay with you when they know your purpose and you invest on their growth.

Same with the customers. You don’t have to spend millions on introducing and persuading your products to the customer every time, if you have created an authentic relationship where the customers know your purpose and they trust you.

4.Trust has two meanings

In both attempts to marketing, creating the trust among your customer or user is vital. However, the trust created in consumer marketing is not trust at all as the trust created is simply used to sell a product or a service. See how most insurance brokers exploit the trust to close a sale. That trust is no trust as all.

The word “Trust” in relationship marketing is about creating an authentic trust relationship with the customer. That does not end in a sale. A sale meantime would strengthen it.

5. Customer retention vs acquiring new customers

Whether in consumer marketing or relationship marketing, customer retention and acquiring new customers are both important for a business.

However, the relationship marketing focuses on the existing customers more than the new customers and they invest on the existing customers. The reason here is creating authentic customer relationship is costly and it takes time. Therefore retaining the customers who already trusts you and who know your purpose is priceless.

Conclusion

Traditional marketing is dying due to the transparency that the social media has created in business. You can’t lie to your customer anymore. At least not for a long.

So to move in to the next Era of marketing, it’s vital that your business has a solid purpose for existence and the business and everything in it should live on that purpose.

Then only, the people who love that purpose would get around you to create a sustainable relationship.

Creating a customer centric relationship era branding for a business is not easy as it seems. Because after all, Money can’t buy relationships.

0 Comments

5 Remarkable Reasons to hire a Digital Marketing Consultant in your business (2020)

Social media and Internet are changing the way we did business, acquiring a massive user base throughout its different platforms, creating tremendous opportunities for the companies to reach millions of customers globally.

However, the competition among the businesses in the internet and social media are also growing rapidly as masses reach these media to make their purchases and to get to know of their products.

Though creating a Facebook page or an Instagram page looks easy for a business, to face this competition requires a businesses to have a dedicated team to handle their web presence to get the best out from these tools. 

Here I discuss why it is a great business decision to hire a digital marketing consultant in 2020. I have given 5 remarkable reasons for you to consider

1. Cost effective

Hiring a Digital Marketing Consultant is cost effective?

Of course Yes. Think about trying to start your digital marketing in house. First you have to hire the IT professionals ( At least one person with experience in Web development and maintenance, depending on the size of your business ), then you might have to hire another to develop your social media platforms and to maintain them.

Weighing between outsourcing and doing in house
Hiring a DMC may not be costly as you think

The worst fear in this approach is what if these employees are not good enough at marketing your brand. Then you have to employee another for marketing to oversee the work carried out by the technical staff.

A digital marketing consultant can guide you through all these from creating a digital marketing strategy for your business up to launching your websites, social media and even to maintain them representing your brand values. So Yes it would be cost effective.

2. You can focus on the core competencies of the business

It’s an accepted norm that, if your core business is your website or your social media, you should not outsource it.

But what if your main business is something far more complex? Then you will find the importance of hiring a professional to handle it.

snags of trying to do everything yourself

By outsourcing your digital media to a third party would give you the opportunity to focus on the core competencies while the digital consultant would carry out your marketing without giving you strokes.

3. Bring in a fresh perspective to the business

This is a benefit of outsourcing any service of your organisation as you are bringing in people with different attitudes and points of view to the business. This usually creates chaos if it is an internal employment as the existing employees would not like changes even though it creates positive impacts to the business.

Hand Picked Related Content: Top 5 reasons why Relationship Marketing is Superior to Traditional Marketing

However, as you are hiring a third party on a contract basis to execute a specific project this would not cause much interruption from the internal staff. In fact, they may help for the success of the project.

And I believe, its very important to have people with different points of view, especially in an active area of work such as digital marketing.

4. Experience in different industries and markets

Digital marketing consultants often carry experience from several industries such as healthcare, construction, retail etc. This experience makes them experts in executing and creating marketing strategies.

Moreover, this gives them the expertise to try out cross industry strategies which may create radical changes in the current way of doing business.

5. Latest trends and bends in the digital marketing

As you know all the ups and downs and lefts and rights of your business, most digital marketing consultants are fully aware of the tools and technics they use and the new features, the trends and bends in different social media platforms and even geographical, social and political changes in the use of the tools.

World is changing faster than we ever imagined

You would not find these information unless you hire a professional, as you would not be in touch with the relevant information sources. 

The importance here is as social media is fast changing, if you miss the right time to exploit a situation, you would miss that opportunity forever.

A bonus point: They are Flexible

Easy hiring and firing.

You can find plenty of digital marketing consulting companies out there in almost any market. Moreover, if you feel like the one you have hired is not the best selection to represent your brand, the process of finding a new company and moving your assets is fairly a simple task.

Hiring and firing is comparatively easy in outsourcing
Hiring and firing is comparatively easy in outsourcing

No geographical boundary

Importantly, if you feel like hiring a DMC from a different country, you can still do it. There are many social media consultants and companies available online at affordable costs to serve the businesses globally.

Conclusion

Hiring a digital marketing consultant may bring your business a brand new perspective in terms of innovation and ideation. With their experience in different industries and different digital media platforms, they would deliver better results. If they do not, you can simply find a new one, as there are plenty of individuals and companies out there.

This gives you the opportunity to spend your valuable time in the core business and most importantly, outsourcing would save you money.

There are few drawbacks of outsourcing your digital marketing which you can checkout before making a decision. However, my personal opinion is that the benefits surpasses them enormously.

Comment below if you think there are more reasons to consider for both the sides.

1 Comment