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Sales & Marketing

4 Posts authored by: marismith

The popularity of Facebook groups has exploded in the past year. The good news is Facebook really wants users to embrace the ‘groups’ feature more, including small businesses.

 

Groups can now be created and administrated by business pages, and posts by groups are getting more priority in the news feed. All the more reason for you to create a companion group linked from your Facebook business page.

 

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There are a variety of reasons why Facebook is pushing groups more. One of the main reasons is to enhance user well-being.  In a status update on Facebook in January 2018, Facebook CEO Mark Zuckerberg stated:

 

We feel a responsibility to make sure our services aren’t just fun to use, but also good for people's well-being. So we've studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities.

 

And, in Zuckerberg’s epic manifesto published in February 2017, the word “group” is mentioned 30 times!

 

Facebook has also hosted invitation-only live event called Facebook Communities Summit. Facebook’s intention with these live events is to help recognize and empower community leaders, and to equip them with better tools to be able to manage their groups.

 

Facebook has released a slew of new features for groups, including:

 

  • Group insights
  • Member request filtering
  • Scheduled posts
  • Linking other groups
  • Welcome posts
  • Badges
  • Member profiles
  • Watch Parties

 

Watch Parties is one of my favorites. This allows any group admin or moderator to create a playlist of any public video on Facebook for group members to watch together. Facebook is giving significant priority to these Watch Parties on the new Watch Platform.

 

Facebook page vs. group?

 

This is a common question among the small business community. It takes effort to manage your page, including creating original content that resonates with your audience, responding and engaging with your community, and ensuring your message gets to the right audience with paid campaigns.

 

Adding a Facebook group into your marketing mix can make a big difference in building a very loyal, engaged following. It may not initially be about growing huge numbers. You might look to have a group of ‘super fans.’ This is what author Kevin Kelly refers to as 1,000 True Fans.

 

Setting up your group

 

Facebook offers three types of groups: Public, Closed or Secret. Refer to this guide to determine which privacy setting will meet your needs.

 

To first create a group as your personal profile, navigate to https://www.facebook.com/groups and click on the green Create group button. You’ll need to add at least one person to be able to proceed further. I usually add my partner or a team member. You can easily add your business page as an admin of this group once set up.

 

Alternatively, to create a group with your business page as the owner/admin, navigate to the Groups tab on the left and follow the directions.

 

Growing group members

 

Link your group to your page and reorder your tabs so the Groups tab is towards the top.

 

Publish a post about your new group, what it’s about, who it’s for and what content you’ll be sharing. Pin this post to the top of your page.

 

Send an email broadcast out to your subscribers encouraging them to join your new group and why they should. Share on all other social channels about your new group with a link to join.

 

Don’t be shy about regularly promoting your group. Be sure to reiterate the benefits of being a member.

 

Building your loyal community

 

Finally, you’ll want to ensure your group has plenty of ‘stickiness.’ What will you do to encourage participation? How can you mobilize group members to contribute even during times when you’re not personally active in the group?

 

I recommend assigning additional moderators to help engage with members.

 

Also, consider doing regular live video broadcasts with exclusive content for your group members. My friend Joey Vitale, attorney at Indie Law, does a terrific job with this strategy. His group Friends of Indie Law has over 7,400 members who are highly engaged with Joey’s weekly live video broadcasts to the group.

 

I love to use Facebook groups as a powerful support community for my various programs and masterminds. One of my longest running groups is my Inner Circle, where I lead bi-monthly live trainings using third-party Facebook Live video conferencing apps. This allows for so much more connection and loyalty when group members also come on camera and share and contribute.

 

Related Content:

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     Facebook Privacy: What Small Business Owners Need to Know

     Facebook Messenger Chatbots Give Small Business Owners an Edge

 

 

About Mari Smith

 

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Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith  or Twitter: @MariSmith

You can read more articles from Mari Smith by clicking here

 

Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

Video is one of the best types of content marketing across the social web. In a recent eye-tracking study, Facebook discovered that people gaze five times longer at video than static content on both Facebook and Instagram. And, in a mobile-first world, shorter video ads drive results.

 

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Facebook gives priority visibility to video content in the news feed. Here’s a hot tip for you: instead of posting links to your blog posts on Facebook, take a few moments to create a short, compelling video to catch attention and increase reach. Be sure to include the URL to your blog post in the description of the video. And, by boosting the video post, you can also add a call-to-action  button to drive traffic to your blog post. See this example on my own Facebook Page.

 

With Facebook and Instagram’s video autoplay feature, the movement catches the eye. Be sure to design your videos for sound-off by adding text overlay.

 

To create stunning, professional video posts and ads on Facebook and Instagram, check out three of my favorite tools:

 

1. Wave.video

 

Wave.video is an easy-to-use online video maker for creating marketing and social videos in minutes.

 

Two excellent features that make this tool stand out are:

1. Access to 200 million high-quality, royalty-free stock video clips and images (500,000 of which are included in the plans, and the rest available for purchase)

2. Simultaneously create multiple formats optimized for Facebook and Instagram, such as square, landscape, story, Facebook cover and more

 

When you want to showcase a blog post on Facebook with a short, simple video, Wave.video makes it easy to search their vast library and quickly find the perfect eye-catching assets. Add text overlay, a call to action, music track and you are good to go. Plus, Wave.video allows you to add watermarks, upload your own logo, choose fonts and colors, and select from a large library of great royalty-free music.

 

Try producing both landscape and square formats for the same 5-15 second video and split test in two different Facebook ads. Or, with the click of a button, reformat the same video into an Instagram Story ad.

 

Wave.video is currently only available as a web-based tool.

 

2. Animoto

 

If you have your own library of photos and videos, Animoto is a great choice. This tool allows you to create videos in three easy steps. First, pick a style for your video. Second, upload your own photos and/or video clips, add text elements and choose a music track. Finally, produce the video and share it on your website or social channels.

 

One of the features that makes Animoto stand out is their wonderful array of pre-built storyboards or templates for marketing videos. Simply replace the placeholder photos and videos with your own assets. And, Animoto’s “Memories” slideshow themes are stunning for showcasing your own photos and video clips into stylized videos.

 

Plus, Animoto has a format called Quote Blocks for quickly creating short, inspirational videos or showcasing customer testimonials.

 

Animoto is a web-based tool, and has apps for Android and iOS devices.

 

3: Adobe Spark

 

Spark is a fabulous three-in-one tool by Adobe that easily creates graphics, videos and web pages.

 

To create videos, simply follow the online prompts, pick a story template or build your own. Upload your assets or choose from royalty-free sources. Because Spark is part of the Adobe suite of products, you can access your Adobe Stock account, Creative Cloud and Lightroom.

 

Adobe Spark is a free tool, both web-based and as a mobile app. To remove the Adobe Spark branding on your videos, you will need to upgrade to a paid account.

 

Including more videos in your Facebook and Instagram content marketing and ad campaigns can help to dramatically improve your visibility, reach and conversions.

 

Related Content:

How Video and Data Can Help Small Business Owners Better Target Customers

Reaching Customers With Live Streaming Video

Facebook Privacy: What Small Business Owners Need to Know

 

About Mari Smith

mari_0362xFACE_preview.jpg

Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith  or Twitter: @MariSmith

You can read more articles from Mari Smith by clicking here

 

Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

Conversations have always been a core part of commerce. What is emerging now at a rapid rate is the automated part of a customer’s journey from pre- to post-sales. This automation is birthing a new paradigm often referred to as “Conversational Commerce” and it’s forecast to be a multi-billion-dollar industry in less than ten years, according to an April report from MobileMonkey.

 

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“A sale isn’t made until a conversation is started. Marketers need to focus on creating conversations, not leads. Conversations create revenue.” —David Cancel, CEO Drift

 

More and more people are using online chatbots to start conversations with businesses. That includes people who work at companies of every size, sector and industry.

 

To help shed light on how chatbots are reshaping online experiences today, the teams at Drift, SurveyMonkey Audience, Salesforce, and myclever came together to create The 2018 State of Chatbots Report. The report is based on a survey of 1,000+ U.S. adults.

 

Key findings include:

 

  • The top perceived benefit of chatbots is the ability to get 24-hour service, according to 64 percent of respondents
  • The second most popular benefit is getting an instant response to inquiries, said 55 percent of participants
  • Key decision-makers are using online chatbots: 41 percent of people starting online chat conversations with businesses are executives

 

A Messenger chatbot is a third-party software system that integrates with your Facebook business page and helps to automate responses when people send a private message to your Facebook page, via Messenger. Plus, within the Messenger terms, you can send broadcasts to those people who have begun a conversation with you. In an era when email open rates are declining, Messenger open rates can be as high as 90 percent, according to Chatbots Life.

 

There are numerous Messenger chatbot platforms on the market today. The one that I’m favoring and recommending is MobileMonkey. The Boston-based company is free to get started and they provide excellent customer care – including a toll-free phone number.

 

Installing a Messenger chatbot on your Facebook business page is quick and easy and can instantly give you a significant advantage over your competitors.

 

Various messages that you might want to automate include:

 

  • Answers to frequently asked questions
  • Common customer support or technical help questions
  • Directions to your store/business
  • Support navigating various product choices
  • Order confirmation and shipment tracking
  • Follow up once a parcel has arrived and ask for a product review
  • Make product recommendations

 

     Related Content: How to Increase Authentic Business Reviews on Facebook

 

“Businesses are turning to Messenger to help their customers find the perfect gift, book appointments, get personalized deals, receive shipping updates and so much more.” —Andrew Kritzer, Product Manager, Messenger Platform.

 

Chatbots can help you to guarantee a great user experience by providing instant replies with pertinent information.

 

Here’s the key, though: don’t think online chatbots should ever be “set and forget.” One of my favorite options to include in a chatbot sequence is, “Talk to a human.”

 

A couple more notable stats from the 2018 State of Chatbots Report include:

 

  • 43 percent of consumers said they prefer dealing with an actual person (this was the No. 1 potential barrier to using chatbots, which makes sense)
  • 34 percent of respondents say they would use a chatbot to find a human customer service assistant

 

     Related Content: How Good Is Your Customer Service? Here Are 6 Steps to Find Out

 

So, look for ways to use a Messenger chatbot that can partially automate the customer experience. Your chatbot should augment and supplement your community managers and online customer support teams, not replace them.

 

For a comprehensive resource, check out The Complete Guide to Conversational Commerce by Matt Schlicht, founder of Chatbots Magazine.

And, if you’re looking for some helpful ideas to get started, here are 20 Examples of Facebook Messenger Chatbots to Inspire You in 2018.

 

     Related Content: Facebook Privacy: What Small Business Owners Need to Know

 

About Mari Smith

mari_0362xFACE_preview.jpg

Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith  or Twitter: @MariSmith

You can read more articles from Mari Smith by clicking here

 

Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

 

Online ratings and reviews are a powerful form of user-generated content to help grow your business. In fact, reviews are a form of word of mouth, which is the most trusted source consumers consult before buying.

 

According to a study by TurnTo Networks, 90 percent of shoppers’ purchasing decisions is influenced by user-generated content. The primary conclusion of TurnTo’s study is ratings, reviews and other user-generated content are more influential than advertising.

 

Plus, a survey by earned content platform Olapic showed that 76 percent of consumers believe the content everyday people share is more honest than advertising from brands.

 

This surely presents a tremendous opportunity to invest further in your customers’ experience.

 

Enabling Facebook Star Ratings and Reviews

 

The Reviews feature on Facebook is incredibly easy to set up if you already have a Facebook business page. Why not encourage your happy customers to leave a review to help attract more customers?

 

Facebook first established the star rating feature in November 2013 as a way to encourage more customers to review local businesses. Any visitor to your Facebook business page can rate your store on a scale from one to five stars. Your average Facebook page star rating is displayed on your page by default. The page rating is an average of all public star ratings.

 

Once a customer has chosen her star rating, she can also add a written review.

 

Facebook allows your customers to choose the level of privacy they prefer on their review. Ideally, you want to encourage your customers to select public. However, just like publishing content on our personal Facebook profiles, reviewers can choose a setting such as specific friends, all friends, friends and their friends, or public.

 

Related content:  Facebook Privacy: What Small Business Owners Need to Know

 

First, make sure you have the Reviews tab enabled on your Facebook business page. Go to Settings, Edit Page, Add a Tab. If you don’t see Reviews as a choice, you may need to switch templates.

 

Next, you can drag and drop the order of your tabs to feature the Reviews tab more prominently – perhaps at the very top of your page.

 

How to Get Customers to Leave Reviews

 

So, how do you encourage more customer reviews? Here are a few suggestions:

 

1. If you’re shipping a product, include a postcard inside the box with a clear and simple invitation to leave a review on your Facebook page. Tell your customer exactly what to do. For example, “We’d love to hear from you! Please share your experience on our Facebook page. Go to fb.com/pageusername > tap on the Reviews tab > select your star rating and write your rave review! We’d love it if you shared your review publicly.” startup-3373320_640.png

 

2. Send your customers follow-up emails asking about their experience with your company. Invite them to leave a star rating and write a review for you on Facebook so that their experience might benefit others. Be sure to include a direct link to your Facebook Reviews tab: https://www.facebook.com/pageusername/reviews

 

3. Include your Facebook Reviews URL with an eye-catching button on your website. Invite your customers to share their experience of your company, product or service on your Facebook Reviews tab.

 

4. Set up a Messenger chat bot to communicate with customers. Integrate the Messenger button on your purchase confirmation page, or other relevant web page(s), asking customers if they’d like to receive updates from you via Messenger. Follow up with an invitation to leave a star rating and write a review. Include a button that links directly to your Reviews tab.

 

5. Regularly monitor the comments and posts by visitors on your Facebook page. Look for potential customer reviews. Comment publically and/or private message these customers asking if they’d be willing to share the same feedback on your Reviews tab so that future customers can benefit from their experience.

 

 

How to Deal with Negative Reviews

 

Many businesses may fear enabling Reviews on Facebook in case they get some low stars or negative reviews. However, understanding Facebook’s guidelines can help you to increase positive reviews and report any negative reviews that don’t follow Facebook’s rules.

 

Reviews must follow the Facebook Community Standards. Reviews must also be based on personal experience and focus on the product or service offered by your page. If a review doesn’t follow Facebook’s rules, you can report it to Facebook and request its removal.

 

Keep in mind that most people simply want to be heard, understood and valued. When your company responds promptly and courteously to an upset customer along with proactive steps to rectify the situation, the negativity can often be quickly diffused and turned around.

 

It’s important to get into the habit of checking your Reviews on Facebook regularly and responding to every single one. Negative and less than optimal reviewers could be turned into your best advocates with the right approach. And, your positive reviewers are most likely your absolute best customers. You’ll want to really nurture the relationship you have with them.

 

Related Content: The Small Business Owner's Guide to Social Media [Ebook]

How to Boost Positive Online Reviews for Your Business – And Deal with Those Pesky Bad Ones

 

About Mari Smith

mari_0362xFACE_preview.jpg

Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith  or Twitter: @MariSmith

You can read more articles from Mari Smith by clicking here

 

Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

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