Traction Group just completed a Facebook webinar on Friday to nearly 150 franchise owners and, in doing so, we uncovered a few common errors and misconceptions about setting up and managing a Facebook Page for small business.  So we thought we’d clarify a few of these and give you our recommendations for Facebook Page best practices.

1.  USE A FACEBOOK PAGE NOT A PROFILE: First, please use a Facebook Page and not a Facebook Profile for your business.  It is unbelievable how many credible businesses we see out there who are still using a profile for their business, which is a direct violation of Facebook’s Terms of Use.  Also, be sure to use the correct category when setting up your page, such as “Local Business,” and subcategory of “Home Business” or “Professional Service.”  You cannot change the category or subcategory once you set up your page.  To set up your Page, simply log in to your personal profile account and search for “Create New Facebook Page.”

2.  HOW TO PROPERLY NAME YOUR FACEBOOK PAGE: Be sure to correctly name your Facebook Page and to keep it succinct.  It is next to impossible if not impossible to ever change it.  We recommend keeping it as short as possible.  If you are a franchise owner and you are setting up a Facebook page for your individual franchise territory, we recommend that you localize it.  If you serve Richmond, Virginia, for example, then using “[Franchise Name] Richmond VA” would be appropriate.  In addition, keeping it short will make it look better on Facebook Ads when you are advertising your business Page.  Unfortunately, Facebook will not let you change the ad’s title when you’re promoting your Page with their ads, although you CAN change the Facebook ad title when you’re advertising something other than your Page.  Just keep this in mind as your ad title may get cut off if the name of your page is too long.

3.  FINDING YOUR FACEBOOK PAGE: It seems that new Facebook Page owners have a difficult time finding their Page after they create it.  The easiest way to find your Page is to log in to your personal profile account, go to “Account” at the top right-hand corner, and then go to “Manage Pages.”  Any “Pages You Manage” will show up there.  Find the one you want and just click on “Go To Page.”  While that’s our recommendation, you can also access your Page by typing your Page name into the search bar in the top right corner of the any Facebook page and selecting it from the drop-down that appears – just be sure to type it in exactly as you’ve set it up as it may not pop up otherwise.

4.  FACEBOOK PAGE ADMIN RIGHTS: There seems to be confusion from small business owners about Facebook administrative rights for Business Pages.  It’s rather simple now with the recent Facebook changes.  If you create a Page, you are automatically the Admin.  It used to be that you were the permanent Admin but that has now changed, which means that if someone set up the page and left your company’s employ, you can remove them as an admin (as long as they had/have given you Admin rights if you’re the business owner).  As the Admin, you can click on ”Edit Page” which appears at the top left-hand corner of your Page under the main Profile Picture (assuming you’ve added one).  There’s a box on the right sidebar that will allow you to add or delete Admins.  Please note that they must have a Facebook Profile account in order to have administrative rights to your Page.

5.  FACEBOOK PAGE USER NAME: Another frequent question we receive is how do you set up a user name, otherwise called a vanity URL.  When you create a business Page, Facebook assigns a very long URL which isn’t very conducive to branding your business, garnering SEO value, or promoting your Page.  First, you’ll need to have a minimum of 25 Fans or people “liking” your page before Facebook will allow you to create a user name.  Second, if you haven’t already created a user name for your personal Profile account, please do that first (so that you don’t inadvertently assign your business name to the URL of your personal profile account – ugh, we’ve had a client do that and it’s nearly impossible to undo).  Third, before you create your Page’s user name, be sure you and your business partners or business team agree on what the name should be because it is permanent and you will not be allowed to change it.  Once you’re ready, you can follow these instructions about creating a user name for your Facebook Page.

6.  FACEBOOK PAGE USER ANALYTICS:  So, you want Analytics on your Facebook Page?  As an Admin, you have full access to the Facebook-provided analytics.  First, you’ll receive a weekly email (to the email address you use for your personal profile account) that will include the weekly stats for number of Fans (or “likes”) that have been added or removed and how many visits were made to your Page.  You will also be able to view the “Insights” on the left-hand sidebar of your Page – simply click on “See all” and it will take you to a full insights page to show you activity for the week including demographics of your Fan base and all the “likes” and “shares” for the week.

7.  PROMOTE YOUR FACEBOOK PAGE: Promoting your Page is just as important as creating it and adding content in the form of photos, status updates, blog posts, links, etc.  There are many ways to promote your page – too numerous to mention here — but some simple ideas are to make sure the link or a widget is added to your email signature, customer or prospect email newsletters (if you use Constant Contact for example), invoices, direct mail postcards or letters, TV ads, website and blog.  For your website and blog, you can create a Facebook Badge and use that as a widget.  Of course, you can also promote your business Page with Facebook Ads, which can be bought as pay-per-click or pay-per-impression.

We hope these best practices are beneficial to you as a franchise owner or small business owner.  If you have any further questions about how to best create and set up a Facebook Fan Page for your franchise or local small business, please call Traction Group, your social media marketing agency, at 804.777.9940.  We’re located in Richmond,Virginia, but serve clients nationally.  We specialize in helping small businesses which are franchises or part of larger dealer retail networks, including those which have co-branding challenges and opportunities.

Well, there seems to have been a lot of love flowing around here at Traction Group lately.  It doesn’t always happen, for sure, but when it does — well — I would be remiss not to share.

Yesterday, one of our clients told my husband that he loves me – LOL!  Ha, I’m guessing that has something to do with the fact that my client’s phone has been ringing off the hook for the last several weeks…well, months.  Hmmm, seems like the integrated online marketing campaign might be working…

And then later I got an email from another client that said… “Sally, I just want you to know I love working with you. Not only are you a great resource for social media marketing & networking, I’m impressed with your ability to identify solutions to challenges we face. THANK YOU!”  Well, this compliment had to do with the fact that we might have found a solution to his office space challenge (and you thought we just did social media).

Last week another client admitted that their internet leads are now neck-and-neck with traditional advertising leads and conversion rates on the internet leads are solid.  Hmmm, great combo of organic and PPC campaigns???

So that’s why it’s so easy to LOVE what we do here and what we can accomplish when we’re focused on adding value and getting traction for our clients.  I mean, yes, we provide social media strategy, content generation, and marketing advice but helping our clients grow their business and keep them moving forward is what we’re really all about.

Happy Tuesday!
- Sally

At Traction Group, we work with several types of small businesses including franchise owners, product dealers and stand-alone businesses who may be members of a governing trade association. In the age of new media including online marketing and social networking, it is essential for all types of small businesses to hire a photographer and build a portfolio of images which will be reflective of their own brand.

Granted, stock photos work well for certain purposes and we highly encourage their use to make a visual point when needed. We even use photos from FreeFoto.com on our site, just to add some interest. 

Home Instead Senior Care provides franchise owners with a photo bank of seniors and caregivers.

Franchise owners often have the benefit of using videos and images that their corporate home office makes available to them, although not all franchise owners use those to the fullest extent. Dealers have the ability to use manufacturer product photos, images, videos and design drawings which come in handy when they’re promoting or explaining a specific product to a prospect. And a stand-alone business might be able to utilize similar images from a trade association for which they may be members. 

Using imagery of any kind these days is critical to a small business success as consumers have an increasing desire to interact and engage in various ways. But photographs and images like these can only serve small business needs to a point. For a franchise not to localize its business, or a dealer to count only on the manufacturer’s brand, or for a small business to rely on the laurels of its association membership, is just absurd from a business branding standpoint. And that’s particularly true since we find ourselves thrown in to this new social media world with photo tools like Flickr, Picasa, and the many online photo album services including the one available on your Facebook Fan page. 

So why should a small business prioritize hiring a photographer and not rely on stock photos or other images from their franchise corporate office or their manufacturer? 

Here are Traction Group’s top 10 reasons why a local small business should hire a photographer:

1. Business owners need terrific profile shots. Social media profiles like those on LinkedIn, Twitter or your WordPress blog require profile headshots that tell people that you’re both professional and approachable. The business owner’s photo helps people to remember you and connect with you and the photographs can be used for your company business cards, sell sheets or brochures. If you have a business development director, the same goes for that person as well, as they are often the face of the company.
2. Prospects often research your company online. Often your customers or prospects are checking out your business online before they even call, or connecting with those who answer the phone and they don’t always know or talk to the business owner. Having photos of your office team that your prospects or customers can find on your website or on your Facebook Fan page is important so that they can put a face with a name, or that they can see that your business is both serious and credible.
3. Accurately depict the size of your company. Recently, one of our clients almost didn’t get called about a project because the prospect found some outdated data online that said his company had 2-4 employees. While my client did have 4 employees a few years ago, his company now employs nearly 20. Having updated photos of your company and your team every couple of years is important so that prospects can easily see that you have a business that is big enough to service their needs.
4. Keep your content fresh. In the age of social media and online content development, adding photos and images to your blog posts, your website and your Facebook Fan page keeps your content fresh and engaging. There is nothing more important in the world of online marketing than to continually keep your customers and prospects engaged with you and your brand. Yes, I said your brand. Not the brand of your franchise and not the brand of your manufacturer or association.
5. Developing your unique brand. Hiring a photographer to shoot photos of you, your building, your signage, your team, your work – or anything that defines your company – is part of building your business’s unique brand and sets you apart from other local or national competition. And if you’re a franchise owner, it helps to localize your business and sets you apart from similar franchises that may be in your area. And photo selections can easily be turned into slide shows and videos, even cool online banner ads, that can further define your brand in the online media space.
   

   Marshall Mechanical, Richmond VA, recently invested in creating their own photo bank.

6. Starting a photography bank. I can guarantee you that few small business owners realize the importance of creating a bank of approved photography that can be used for both online and offline marketing efforts. But it must be part of their overall marketing budget. With the economy the way it is, you can get a good photographer to get you started with as little as $500 to get some basic shots and the costs range to a few thousand for a couple of days of shooting. Be sure to negotiate that the photographer will do some minor retouching (especially for the profile shots) and give you all the images on a CD so that you have a permanent copy and can load on multiple computers for accessing and storage. Also, be sure to negotiate the fact that you have all photography ownership rights.
7. Photos for Case Studies. Many small business owners perform work that is visible and should be showcased as a case study on their website or in presentations for business development purposes or industry presentations. And if you’re working on a large job that takes weeks to perform, you might require photographs in the various stages of development such as the early stage, the work-in-progress stage and the finished job. Certainly many business owners who are in the construction or related business might want before and after shots, whether they are installing a geothermal heating system or a dedicated home theater, or whether they are performing a makeover or creating a memorable event. We can’t stress how important it is to write up a simple case study on the more intriguing projects that your company has performed. At a future point, we’ll add a blog post with instructions of how to write a case study but it is imperative to capture high quality pictures while the job is progressing and to make notes about the job before you move on to another one.
8. Using both primary and secondary shots. When we work with a photographer on behalf of our small business clients, we help them develop a shot list so that the photographer can properly estimate the job (they may be able to group some together) and so that we all agree on what shots we expect to get from booking of their time. Within our shot list, we specify the number of staff members, extra locations or backgrounds, wardrobe changes and various things that are unique to each business and their situation. In addition to those primary shots, we also will ask the photographer to shoot some secondary or stylistic shots that might be close-ups, shots at different angles or views, or of just cool aspects of a project that are unique which may not ordinarily get any attention. Asking the photographer to take those extra shots on location and during the main shoot is much less expensive than scheduling more time. And those secondary shots can be so interesting for use in social media – especially in blogging and how those blog posts appear on your blog and on your Facebook Fan page for example.
   

   Google's Local Business Center allows small business owners to add photos and videos.

9. Local Business Directory Listings. Most small businesses forget to take the time to update their online local directory listings on Google, Bing and Yahoo. Yet, it is one of the more powerful search engine optimization tactics to use for a local business. Many listings are free and then there are some that charge a small monthly, annual or one-time fee. Most of these listings will allow you to add a logo and additional photos or even videos to make your listing more interesting. Using well-branded photographs that are unique to your business, especially if you have a storefront, will help people to find you and recognize your business. And this is one of the many reasons why we suggest that you have a photographer take pictures of your signage and your building.
10. You can’t be effective at social media marketing without photos. One of the very first questions we ask our new clients is “what photos do you have for us to work with?” Often we have to refer them to a photographer right away as they have very few photos for us to work with or the photos they have are outdated or out of focus. So if you plan to invest both time and money to increase your social media marketing, then take a serious inventory of your company’s photographs. And if someone tells you that you don’t need photos to be effective at social media, think again. Without a decent start of a photo bank, you’ll end up with nothing but boring content. And boring content will make your readers run away faster than you can say “flapjack.”

If you need help with how to maximize your social media and marketing efforts through photography or otherwise, then give Traction Group a call at 804.777.9940.

Check back for our next blog post:  How one small business used photography to elevate its brand image.

I’ve been on a rampage lately about businesses being listed on the online local business directories.  It’s such an overlooked piece of the SEO puzzle — and often the first piece that should be in place before any other — that I find myself trying to figure out why that is the case. 

• Do business owners underestimate the importance of having their business found on Google, Yahoo and Bing?
• Is there a lack of both awareness and understanding about how powerful and critical a detailed business listing is to a business’s overall success? 
• Are businesses not cognizant of how consumers or other businesses find them through the search engines?
• Do businesses work with and adjust their keyword list as their business grows?  Better yet, do they even have a keyword list?
• Do business owners know which listings are important and how to find them?
• Do business owners know that if they can’t own certain competitive keywords with their local directory listing, they can more heavily focus on them by other means, such as their blog, and may still get on the first search page for those terms?

And then I have to ask myself, did I know about all this a year ago?  Even just six months ago??  Well, the answer is emphatically “no.”  I was aware of the search engine local directories but I certainly didn’t know exactly how they worked or what it meant to get in the 3-pack or 10-pack — or that Google may be changing their 10-pack to a 7-pack or anything like that.  In fact, the questions asked above are derived out of my experience of working with several business listings over the period of many months, including now my own business, in order to even begin to ask questions like those.  So I have to give business owners a break here.

I just recently worked with a company who has been in business for 8 years that had never claimed its Google Local Business Center directory listing.  While the successful business had a general listing, it didn’t appear at all if one was searching for any of the relevant keywords or phrases.  Only their competitors showed up as well as a few other businesses that did not provide the same service.  The only time their business listing appeared was if one searched on their full business name.  And, frankly, that’s the only time their website appeared in the organic searches as well, so their website was not optimized either.  After claiming the listing and massaging it in order to get it to appear more often on the prominent keyword searches, the business comes up on the “board” in all the main keywords except for one highly competitive one, and they often appear in the top 3 business listings.  In a couple of cases, they are #1 and/or the ONLY business listed.   I was thrilled beyond belief with my before and after results, even taking screen shots to remind myself of the major difference, by making changes that were relatively simple if you have a bit of experience with gaining SEO value.

Admittedly and openly, the business owner didn’t share my enthusiasm.  ”I’m not sure I fully can appreciate what you just did for us,” the client said.   The business owner didn’t know how to put a value on what was just accomplished.  The business is primarily B2B, and not consumer-driven like some other businesses who would rely heavily on internet searches.  Still, the business would only need to gain one new client from an internet search for it to be more than beneficial.  Last time I checked, there are very few businesses in this economy that are doing so well that it would be okay for them to remain invisible on the internet.  I mean, if it were okay to be invisible on the internet, then why have a website at all?  Why have a social media presence? Why invest the time and cost?  If the only people who are finding the business are the people who already are familiar enough with your service or product to search your business by name, then what’s the point of using the internet for generating new business leads?  Am I wrong in my thinking here?

Frankly, I don’t know how to value what seems like such a simple change either:

• From a TIME standpoint, even with my experience, it took some hours to write a comprehensive listing, add logos, verify and then test/edit the listings on Google, Bing and Yahoo.  It would take some further time if I were adding photos and video as Google allows.  The client had a Google account, but the other accounts I had to create.  It took additional hours to figure out the best keywords and key phrases (he didn’t have a keyword list for his business), as well as to perform the before and after searches on the multiple search engines and save the screenshots and report the results in writing with a phone discussion.  I would guesstimate 15 hours total.  Sure, a business owner could pay someone with less experience to verify the listings but the effect would not be as pronounced, that’s for sure.  They wouldn’t understand the strategy and tactics to get the same desired results.
• From a VALUE standpoint, I guess it would depend on what kind of business it was.  A bricks-and-morter retailer would benefit greatly as would any kind of local professional service business.  And larger businesses can benefit as well because of the sheer volume of people searching, as would most franchise owners.  Perhaps a true B2B business like my client’s, not so much.  Although I feel like I could argue that point greatly in that maybe they’re the ones that get the MOST value from an internet lead because the sale would be large in terms of dollars coming in over the length of the project and/or relationship, versus a retailer or service business that might get a one-time, small-dollar purchase from a lead.  Internet sales based on local search and/or organic searches can range from the hundreds to thousands to perhaps even hundreds of thousands for some businesses — and some businesses would kill for that 3-pack listing, or even to be on the board somewhere in the 7-pack listing.

I’d love to know your thoughts about optimization for Local Search Listings and this post.  This will be a subject that will be explored further in the near future.

A great new book on personal branding by Kaplan Mobray

Last week I had the opportunity to speak to a group of people from a large accounting and tax consultancy firm. They were reading The 10Ks of Personal Branding: (K)reate a Better You, authored by Kaplan Mobray.  They sent me a copy before the meeting and wanted me to talk about the book and personal branding in general.

Personal Branding is one of those topics that I really love to both delve into, discuss and teach.  So many people are talking about social networking or the buzz of Twitter and Facebook, but to me those are just the communication and relationship-building methods.  Maybe that’s why Kaplan only devoted a couple of pages of his nearly 200-page book to social media. 

What lies underneath and what must come before is figuring out who you are — as an individual or small business owner — before you put yourself out there.  So many people want to market themselves before figuring out how to articulate their strengths and what they want to be best known for.  What they’re all about.  Who they serve.  Why they do what they do.  What’s their mission in life.  What legacy do they want to live, and leave for others.

I was listening to business advisor and author, Brett Harward, last week who had studied about both universal laws as well as probability statistics prior to writing his book, The 5 Laws That Determine All of Life’s Outcomes.  He said that the average business spends just two hours in planning mode each year, while the average family spends eight hours each year planning their vacation. 

I don’t know what the stats are about how much time the average person spends focusing on developing their personal brand but I’m guessing it isn’t much.  Even the group I spoke to last week had a difficult time even reading the book — a couple of people cited that when Kaplan asked them to answer questions about themselves in the book, they stopped reading.  Another person stopped reading when they found out there was going to be a speaker.   It’s amazing how we humans let ourselves off the hook so easily.

There are three groups of people who I feel should find personal branding extremely valuable:

1.  Those already in a fairly comfortable job working for an employer

In his book, Mobray focused heavily on this group, even going so far as to watch for opportunities with senior management in the elevator in the early morning or before/after the peak 2-hour lunch times.  And he describes in detail the different personalities in meetings and for you to be careful about which one you are, making sure you have a meeting strategy and that you don’t show up as the dreaded ”Question Mark.”

This is also the group that is most oblivious to the fact that they should be building their personal brand and using social networks to make connections while they have a job — because with the job market the way it is, that investment will come in handy if their employer decided to lay them off suddenly.  Tons of really great people have been laid off recently but if you’re prepared, you’ll sleep a little easier at night. 

We don’t always know what we’re going to be doing in the next five years but if we have a roadmap of where we want to be, then we help create our future rather than let “whatever happen happen” to us.  Unfortunately, those people who are working for someone else tend to allow themselves to be identified by their title and the company — true, they do make up their company’s brand — but if they were to find themselves unemployed today, they’d more than likely experience a bit of a wake up call.  There are no walls to hide behind when you don’t have the safety of an employer.  It’s just you and the rest of the world.

2.  Those in Career Transition

These are the many folks right now who are out of work for one reason or another and who are looking for job.  Rather than spending so much time with other job seekers in weekly networking meetings, they should be considering it their full-time job to build their personal brand and make it public through social networking.  And even be fully considering whether starting their own business would be a viable career option, rather than going for six months or longer without having any income coming in as some people are doing right now.

3.  Small Business Owners

Small businesses, whether a one-person shop or several employees, almost always can’t be separated from the owner.  The owner is the face in the community, for their customers and he or she often defines the company’s brand.  Just like I said in the beginning that the average business owner spends about 2 hours a year planning — I bet he/she spends even less time working on defining their own personal strengths, especially because they (we) tend to wear so many hats.

But just as important as defining a company’s brand, the owner needs to define their own.  Sometimes people are so engrossed in the business’s daily operations that they don’t think through an exit strategy or what they’ll do next if they ever want to sell the business.  In addition, having the owner define their own brand provides options and opportunities to the business that may not have been achieved any other way.  For example, many business owners get speaking gigs but don’t have a strategy for that effort.  While it’s nice to get the experience and exposure speaking in front of groups, does the time invested net out opportunities? Sometimes yes, sometimes no. 

To me, this is all part of that business’s brand.  What are the topics that business owner is uniquely qualified to speak about?  What are the topics that are most likely to get that combined brand (the business and the business owner) in front of the right people who will be able to provide the most or best leads?  A personal brand strategy is often a sales strategy, but the brand definition has to come first.

So what about your brand?  Do you fit in one of the categories above?  Have you been consistently working on BRAND YOU?  Or are you going to stop reading the book when Kaplan poses the first probing question you’ll have to answer about yourself?

A few of you will take the next step – perhaps buy Kaplan’s book or start a personal development journal and/or a blog.  And a few of you will go so far as to put together your personal brand team which might consist of someone like myself, a life or business/career coach, an image consultant, a speech and/or voice coach, and others as needed depending on your goals.

If you’d like help in taking the next step, putting your personal brand team together — or if you would like us to speak at your next event, please call our office at 804.777.9940.  We’ll be glad to help.

Sally Witzky is owner, chief strategist and “tractioneer” of Traction Group LLC.  She helps small businesses and speakers develop an online brand strategy through social media and she coaches people who want to develop their personal brand.  For more than fifteen years, she has led advertising, direct marketing and brand development initiatives for Fortune 1000 companies including Citizens Bank/RBS, Champion Mortgage, Saab, FMC and Mercedes-Benz.   She can be found on Twitter as @SallyWitzky and @TractionGroup.