Facebook Marketing Tips for Small Businesses

PRESENTERSSarah Ewing, Product Marketer, MYOB Atlas

Lauren Ridgway,Social Media Manager, MYOB

AGENDA• The top 5 must-haves to build a successful Facebook page• 10 ways to build a fan base• Intro to Facebook Ads• How to use Facebook to drive business• Measuring Facebook results and success

SOCIAL MEDIA PENETRATION IN APAC

As of January 2014. We are Social, Sources: US Census Bureau, CNNIC, Tencent, Facebook

AUSTRALIA SOCIAL INDICATORS

As of January 2014. US Census Bureau, GlobalWeblndex

SOCIAL MEDIA IN BUSINESS

March 2014 MYOB Business Monitor

REVENUE OPPORTUNITY

March 2014 MYOB Business Monitor

TOP 5 FACEBOOK PAGE MUST-HAVES1. Vanity URL – visit 

http://facebook.com/username to secure

2. Upload your logo as a profile pic3. Choose a great cover photo4. Ensure that you fill out your 

company’s Basic Information5. Review your permissions

• Do you want people to be able to message your page? 

• Do you want to use a profanity blocklist? 

CREATING A FACEBOOK PAGEVisit: Facebook.com/pages

Select:‘Create page’

SELECT A CLASSIFICATION

FILL IN THE DETAILS

10 WAYS TO BUILD A FAN BASE1. Business Cards2. Email signatures3. Collateral (e.g. in-store posters)4. Cross-platform posts5. Facebook Ads6. Sponsored posts7. Competitions 8. Comment on other pages as your 

page9. Add a ‘like’ box to your website10. Original and engaging content!

INTRO TO FACEBOOK ADSVisit www.facebook.com/ads

HOW IT WORKS

TYPES OF FACEBOOK ADSAds that boost your posts & increase likes, comments, share, video plays and photo views

Ads to build your audience on Facebook 

Ads to encourage people to visit your website 

Ads to promote people to take specific actions on your website.*

*You’ll need to use a conversion-tracking pixel to measure your results

Ads to encourage people to install your app

Ads that get more activity on your app

Ads to promote your event

Ads to promote offers you created

EXAMPLES OF DIFFERENT ADS

Clicks to Website App Installs

EXAMPLES OF DIFFERENT ADS

Page post engagement Like Ad

EXAMPLES OF DIFFERENT ADS

Offer ad Event Ad

TARGETING OPTIONSDon’t forget: • News feed vs. 

Right hand side

• Connections

CASE STUDYMIISHKA + FACEBOOK = RESULTS

BUILDING A STRONG CUSTOMER BASEMIISHKA’s goals were to use Facebook as its primary marketing channel to:

1. Build a base of loyal clients2. Share the company’s latest designs3. Facilitate purchase of its products

MIISHKA’S APPROACHMIISHKA first created a Facebook Page to familiarize people with its business:

– Showcased the latest designs for sale– Provided detailed instructions for product purchase– Turned on ‘Messages’ feature to allow users to write directly (and privately) to the page

MIISHKA’S APPROACH• The company also ran Facebook Ads to:

– Increase the number of fans– Announce new products– Reach a targeted group of users in Australia based on specific likes and interests

• They maintain an ongoing conversation with their fans by:– Regularly posting photos of latest designs for sale– Responding to customer queries

MIISHKA’S RESULTS• 1,000 unique buyers in first 6 months with 30-40% repeat buyers• 100% of revenue driven exclusively through Facebook• Sales increase 300% in second year of operations• The page currently has more than 100,000 fans

MEASURING FACEBOOK RESULTS & SUCCESS

• Facebook has its own tool, Page Insights, that is available to every Facebook Page Owner

• Over time you should track:– Page likes– Post reach– Engagement– Which posts are performing and which aren’t

– Where your likes are coming from

– Who are your fans? Do they match your target market?

Questions?

Thank You!

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