The Facebook® Guide to
Small Business Marketing
Table of Contents
Chapter 1: Learning Facebook Basics
The Power of “Social” in Social Media
Content Is King and Customer Engagement Is Queen
Why are individuals using Facebook?
Why are small businesses using Facebook?
Chapter 2: Designing a Business Page
Facebook Business Pages versus Traditional Websites
Designing Your Basic Facebook Page
Applying Page settings and adding admins
Establishing a Facebook connection
Best Practices in Design and Content
Take the easy path: Use a Page design tool
Use simple and expressive visuals
Get creative with profile image and photos
Case Study: It’s a Perfect Day
Chapter 3: Drawing More People to Your Page
Creating Contests, Polls, and Questions
Additional Ways to Drive More Facebook Visits
Include a link to Facebook in your business material
Make it easy for folks to share
How are Pages different from groups?
How do I find a specific post in a group?
Do not be overly insistent on your point of view
Consider judgment in using planted posts
Leveraging Offline and Online Marketing
Chapter 4: Making Money on Facebook
Creating a Facebook Page to make money
Brainstorming content ideas for your Facebook Page
Reviewing Your Facebook Page Analytics
Determining cost and budgeting
The Like button in Facebook advertisements
Using the Facebook Ads Manager
Ad performance reporting in Ads Manager
Setting up your budget and targeting criteria
Generating more stories about your business
Chapter 5: Boosting Your Website with Facebook
Integrating Facebook with Your Blogs and Website
Connecting your users’ accounts with Facebook accounts
Plug-ins that work with Facebook Connect and Open Graph
Website versus Facebook-Only Presence
How a Cake Recipe Website Integrates with Facebook
Chapter 6: Creating Facebook Events
Chapter 7: Using Facebook to Generate Local Store Foot Traffic
Your Local Business and Facebook
Using Facebook Places as a customer
Establishing a Facebook Place Page for your business
Using Facebook Places and Check-in Deals for your local marketing
Local Check-in Deal Best Practices
Is Your Business Ready for Your Check-in Deal?
Build your Facebook Place or Page content
Put yourself in your customers’ shoes
Promoting Your Check-in Campaign
Using Insights to Understand Your Campaign
Chapter 8: Catching Media Attention Using Facebook
Working with Bloggers and the Media
Finding and connecting with enthusiasts and influencers
Public Relations Gurus Share Their Insights
Cheryl Snapp Conner, managing partner, Snapp Conner PR
Janet Tyler, president, Airfoil Public Relations
Chapter 9: Leveraging Facebook as a Platform
Integrating Facebook and Your Website
Case Study: Leveraging the Facebook Platform to Raise Brand Awareness
Chapter 10: Creating and Using Facebook Apps
Facebook Apps for Your Business 101
Top Facebook apps for business
Should You Create a Facebook App?
Chapter 11: Learning Lessons from Real Businesses
How Real Businesses Are Making Real Money on Facebook
How Community Coffee builds a loyal customer community on Facebook
How Squishable used Facebook ads to get more fans on Facebook
How the company How Fast Time Flies used keyword targeting to boost sales
How CM Photographics uses targeted Facebook ads to sell more photo services
How Wedding Paper Divas attracted engaged couples to buy wedding stationery
How Thumbtack uses Facebook tools to sell services
How Pretzel Crisps boosted its likes in 36 hours using Facebook coupons
How Sweet Poppin’s gourmet popcorn keeps customers informed using simple Facebook posts
How TicketLeap sells more tickets through Facebook
How Framework Media Strategies keeps customers informed with likes and shares
How the organic body care company Motherlove grows with Facebook