Facebook Page Tips to Organically Improve Reach and Engagement

With 1.59 billion users on Facebook, marketers want to make the most of their Pages and promote their businesses effectively. We're all competing for users' attention and although your Page's overall organic reach has probably declined, there are ways to make the most of your unpaid posts with some simple tips:

• Like, Comment and Share often
• Include @tag of other relevant Pages in your posts to extend your reach (business partners, customers, etc.)
• @Tag individuals in the Comments
• Post more video
• Mix up post types: images, memes, text only, questions, article links
• Post pics of staff so followers can get to know you better
• Post outside of business hours (evenings, Saturday and Sunday)
• Post when the majority of your fans are online (refer to FB Insights)
• Use a Call to Action in posts ("Tell us in the Comments", "Click Like if you...", "Please share")
• Plan and arrange all of your upcoming posts using Facebook Scheduler.
• Update the FB Cover Photo to reflect current campaign and upcoming 
• Create events on FB and invite all followers
• One to two months ahead of engagement, post who, what, when, and why info and links to web pages with details and registrations info
• Build community: Ask Fans to share their photos on your Page

For help with your Facebook Page or other social media, contact Jocelyn Murray at 203.377.9980.

Gain Maximum Marketing Results: Develop a Communications Plan

A business communications plan is a smart idea for any company, big or small. The plan will establish how your marketing communication activities will support your business' goals. Take these simple steps to begin devising your plan:

1. Specify Your Goals

Depending on your type of business, your communications goals might be stated as targeted revenue, number of leads, product or service sales targets or awareness about your business and its products or services.

2. Identify Your Audiences
List all of the various groups that you need communication with: customers, prospects, employees, the media, etc.

3. Determine Key Messages
What are the most important messages that you want and need to convey to each audience?  Product quality, service benefits, employee value, customer service, etc.

4. Assess Your Communications Tools
Take a look at your Web site, signage, employee newsletter, marketing brochures, etc.  Are they effective at articulating your key messages?  Brainstorm ways to improve each of them to ensure that they consistently include the right communications.

5. Evaluate and Measure
Evaluate the success of the plan based on how your actual results measure up to the goals you set.  Test and change your messages and tools to optimize your results.

Results Marketing: How to Make Your Marketing Materials Work Harder for your Business

Your customers and prospects are savvy buyers but they're bombarded by tons of marketing messages from vendors like you. Your success as a small business can hinge on the quality of your marketing materials (brochures, Web sites, newsletters, blogs, etc.) and how well they communicate the benefits of your products or services.

Mistakes to Avoid

Many marketing pieces don't work well because they are written from the company's perspective and not from the buyer's. Your potential customers are interested in finding out "what's in it for them?". What problem will you be solving, what process will you make easier, or what benefit will the customer derive from doing business with you? Keep it simple, straightforward and avoid industry jargon or overly complicated explanations.

While your marketing materials may be well written, if they're poorly designed, it may render them difficult to read , unattractive and useless. Smart design and good layout can make a positive first impression and make the material easier to read. All materials, from your Web site to sales flyers, should be complimentary in their look and feel and convey that they're part of the same "family". Include the cost of professional design services into your marketing budget.

Never overlook opportunities that allow you to build credibility or to become a source of knowledge in your marketplace. Try writing and submitting articles to an industry magazine on hot topics. Or provide your prospect and client databases with a monthly newsletter of tips, links and useful information. By providing consistent advice or information you'll quickly become an expert in your market.

Tips to Follow

Well written, effective marketing tools that reflect your business' branding can be a big asset. In addition to staying away from the problems listed above, here are a few tips to keep in mind in order to create winning marketing materials:

1) Know your target audience and speak directly to them Have a clear and concise understanding of who your ideal customers are, their likes, dislikes, attitudes and behaviors. This knowledge will help you improve your marketing focus and communication effectiveness.

2) Sell benefits, not features One marketing expert said it best: "Why is it better to offer problem-solving information than a straight sales pitch? Because nobody who bought a drill wanted a drill. They wanted a hole." Selling solutions or ways to solve problems is the key to compelling marketing or sales copy. Put yourself in your clients' shoes and imagine what information they would be interesting in hearing about your products or services. Eliminate the word "we" from your copy and include plenty of "you" and "your".

3) Include a call to action Never assume that prospects will take action without being prompted. Always include a call to action throughout your copy, whether it's on your Web site, in a print ad or brochure. Your call to action can be as simple as "Call today", "Hurry, offer expires soon" or offering a free gift if prospects act by a certain date.

Don't undervalue the power of your marketing materials. When done right, the results can really make a difference for your business.