Facebook Business Basics To Market Your Business on Facebook

Are you just setting up a business presence on Facebook, or do you have one already that you’d like to maximize?  Start with these five in a series of 15 posts on Facebook Business Basics.

1.   HubSpot’s Video on How to Set Up a Facebook Business Page — Build your Facebook business page in just five quick steps.  This 6-minute video, created by the internet marketing pros at Hubspot, walks you through those stages, simply and clearly.  Click for more on Facebook business page setup.

2.   Facebook Business Page Name — Pick the name of your Facebook business page with care.  Consider adding a short keyword phrase, like a city name or type of business.  Click for more on choosing the name for your Facebook business page.

3.   Facebook Business Page Logo or Photo — Add a logo, photo or graphic to your Facebook business page. Do include something, because photos and images catch the eye and engage the viewer to a greater degree than text.  Click for more on choosing a logo or photo for your Facebook business page.

4.   Use that Facebook Info Tab To Talk About Your Business — Use the info tab on your Facebook business page to describe your mission, products and services, plus hours and location if you are a local business.  If your page is about a brand, you can describe your niche and features.  Click for more on using the Info Tab on your Facebook business page.

5.   Key Boxes on Your Facebook Business Page — In the box under your logo, use a succinct description of your business — your “elevator pitch.”   Be sure it includes several business keywords, because words here are indexed by the search engines.  Click for more on making the most of key boxes on your Facebook business page.

Visit Using Facebook for Business Marketing to see all upcoming posts in the series Facebook Business Basics.   Then stay around for Facebook Marketing Tips, using examples of small businesses using Facebook business pages.  You are also invited to subscribe by email so that you don’t miss any.

And please Like us on SCORE Chicago’s Facebook page and the Facebook for Business page.

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Small Business Federal Resources Seminar – Hoffman Estates, Illinois

Melissa Bean invites you to the upcoming Small Business Federal Resources Seminar, which will provide you an opportunity to connect with federal agencies whose resources and programs could be useful to your business, including:

  • Small Business Administration:  504, 7a, and Express loan programs, and small business development tools.
  • Internal Revenue Service: small business tax incentives (NOL carryback, 179, health care)
  • Commerce Department: export programs to link to targeted countries or clients
  • Dept. of Energy: green energy/efficiency grants, tools or incentives.
  • Labor Department: workforce development.
  • Service Corps of Retired Executives (SCORE): business management consulting services
  • Northern Illinois University: Manufacturing Assistance Program

Small Business Federal Resources Seminar

Tuesday, April 6, 2010

7:30 – 10:00 am

Northern Illinois University – Hoffman Estates Campus

5555 Trillium Blvd, Hoffman Estates, IL

Space is limited, so please RSVP by Friday, April 2 by contacting the District office at 847-517-2927.  For questions or more information, you may contact Donna Riley in the District office at 847-517-2927 or Rand.Haas@mail.house.gov.

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ILLINOIS SMALL BUSINESS EXPORT PROMOTION FORUM –Downtown Chicago

Plan to join Senator Durbin in Chicago on Monday, April 5, from 10 am to 12:15 pm at the Gleacher Center of the University of Chicago. This Forum will highlight the benefits of exporting for small and medium-sized businesses in Illinois to support job retention and growth.

U.S. Senator Dick Durbin

U.S. Secretary of Commerce Gary Locke

U.S. Small Business Administrator Karen Mills

U.S. Trade Representative Ron Kirk

The Export Import Bank of the U.S. Chairman Fred Hochberg

April 5, 2010

10 am to 12:15 pm

The Gleacher Center at the University of Chicago

450 N. Cityfront Plaza Dr.

Chicago, IL 60611

No fees, but registration is strongly encouraged.

To Register :  http://durbin.senate.gov/export/register.cfm

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Social Media can increase the Value of your Company

This was an interview done with Mark E. Goodman, SCORE Workshop Chair for BizBroker Journal

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Mark, you are an expert in attracting and maintaining customers using new Web 2.0 internet tools, before we talk about how to use the tools, tell me how this creates value for a business.


There is a traditional value and a non traditional value to taking advantage of the new tools. First, let’s talk about the traditional one. Using the tools and the processes below, you can dramatically lower your costs of selling and customer support. Customers and users are looking to get answers on line. Below, you will find a process that allows for the creation of answer bits in multiple media. Lower sales and support costs translate into greater profits.

Now, let’s look at the non traditional value. The size of your social media audience can increase the value of your company. If you were supporting hundreds of users through Twitter or YouTube, that would be part of your valuation. Recently, companies have been hiring individuals based on their internet following. Companies like Twitter are totally valued on number of participants. Being a “recognized” expert for Google or YouTube, creates value beyond the ordinary.

How does a company need to change how they are creating content to attract Web 2.0 customers and users?
The content creation plan for a small business used to be pretty simple. When you rolled out a new product, you did a brochure and maybe a press release. Perhaps you ran a small ad. You trained your sales force, then got going. When it came to customer support, your technical people trained phone support.

What has changed in the last 10 years. First, your brochure went on line. Then, you decided rather than running ads, you would have buyers come to you using pay per click and search engine optimization. More and more, your buyers and customers did not want to see a sales person, but wanted to find the answers to their questions on line.

How has that changed how you create content?
When searching on line, your users want to find the answer to their individual question(s). The typical searcher is typing in four or five words. In a “decision engine” perhaps even asking a question. So rather than a brochure, white paper or FAQ list, you need to create an “answer bit”.

Also, realize that your buyers or users looking for service want to find the content in the media that they are comfortable with. Some buyers want to find it in a blog. Others, are YouTube viewers, some are searchers of Google or Bing. You can maximize the reach of your content by representing it in various media, if you plan for it in advance.

Our content creation process is based on the “interview” model. The content creation starts with a TV show. This is a 25 minute show that runs once a week. We have found that with the interview process, subject matter experts are more engaging, and answer length is more manageable.

The show is posted in its entirety on BLIP.TV. The show is then edited into clips and put on YouTube. The clips are also turned into blog postings. You can also reference the content in an email campaign. Content is then embedded on your website in the appropriate portions of the website.

Isn’t that a pretty complex and expensive process?
The key to keeping the costs down is designing the interview up front. The interview questions are created so that they can easily be cut into segments. Additionally, the dialogue during the interview focuses on topical issues that can be reconfigured into a blog posting. Lastly, we watch the length and complexity of the answers to insure that the clip will play well in the YouTube environment. Each question is its own answer bit. An answer has to be complete enough to answer a question, but not so complex as to lose the viewer.

The weekly show allows for the creation of continual content. Both users and search engines like the creation of continual content. The more users and viewers that you have in you channel or blog, the more Web 2.0 referrers will route people to you. When you reach a volume on a YouTube channel, you start to get more people finding you. It is not a linear increase, more of a quantum leap.

How does someone get started?

The first step is making an inventory of what questions prospects, customers, and users are asking. If you are doing search engine optimization, that’s a good place to start.

You can do a couple of segments to try it out, but, just doing one or two segments, won’t help draw traffic. On the other hand, a regular program can have significant value on your sales, costs and valuation

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How can I get the most impact out of the content I create for my website?

In addition to face to face visits, SCORE counselors often get email questions from clients.

Dave Lebowitz recently got an email request from a client asking about how she could protect the clever name that she had chosen for her business.   Dave recalled seeing a listing video clips posted on the SCORE Chicago website. http://www.scorechicago.org/sub_category_list.asp?category=97&title=SCORE+Short+Videos This listing led him to the SCORE Chicago YouTube Channel  www.youtube.com/scorechicago

He found two clips,  How to Obtain a Trademark to Protect Your Business Name http://www.youtube.com/watch?v=fzvCP5uydp0 and What Protection Do You Get from a State Trademark.   http://www.youtube.com/watch?v=4Tor1ZpERgk The two videos provided thorough answers to the client’s question in a simple, easy to understand manner.

Dave integrates the content into his work with individual clients   He believes that the videos provide a tool that reinforces his advice.

Dave recommends to all of the counselors that they regularly review the content on the website.  He feels that they can pick up tips that will help them in counseling as well as providing reference material that is easy to grasp for clients.

So, to get the most impact out of your content, Dave suggests that you and your staff frequently review what has been created.  Also, integrate that content into your regular business practice.

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Build your list with permission to increase your open rate

Steve Robinson Area Director for Constant Contact will be presenting at our Drawing Web Traffic program on December 14th.  Here is a tip from Steve.

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One of the most important factors in successful email marketing is to build your list with permission.

Your list should contain only those customers and prospects that want to receive your message.

If you focus on asking people if they want to be on your list before you add them, you will be rewarded with better open rates, less people opting out, and fewer spam complaints.

Register for the program at:  http://bit.ly/DrawWebTraffic2

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Marketing and Selling Workshop Helped with Starting New Business

Comments from  two attendees of a SCORE Chicago “Marketing and Selling Workshop”  Information about this workshop is at: http://bit.ly/MarketingSelling

Alan,

Last week’s marketing class at SCORE was a great primer for folks like
me looking to launch a new business!

The spirited end-of-class discussion with Lauren put all the pieces
together, helping a classmate put together an action plan to
understand the needs of her targeted high-end salon customers and
employees.

Thanks again!

Paul Stark
B2B Marketing Consultant

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I attended the SCORE “Marketing and Selling” workshop on Friday and enjoyed the presentation and met some very interesting people. I signed up for the entire core series and will be attending the Finance workshops next week. My goal is to complete the entire series of six this month and obtain my SCORE small business certification…….

My head is spinning for I have so much to do, yet I am an excellent planner and plan executor, so all will be well. I also have the assistance of you (sic SCORE Counselor) and SCORE.

Rosalyn Carlton

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Segment your marketing and sales efforts to be successful

Sharon Aby says there is no such thing as a universal market.  Sharon discusses a client situation where that client wanted expand from the consumer marketplace to the commercial market.

She highlights that your sales and marketing process for one market is different than another market.

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Getting good sales leads at a trade show

For small business, exhibiting at a a trade show can be a major expense.  Give aways are often seen as a great way to get leads.   Here’s a short video about using a fish bowl to gather prospects.  Matt Heinze from GES Exposition Services suggests that you think  quality and maybe not quantity .

What is an internet domain?

This is part of a series of video on our YouTube Channel.  http://www.youtube.com/user/ScoreChicagoVideo . These videos are excerpts from a live call in TV show.  In this excerpt Jacob Cynamon discusses the internet.  He provides some insights on getting started.

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