17:18:11 What to expect from our session today:· An introduction to social media marketing· How to create a social media strategy· How to set up a Facebook Business page· Where to start with Facebook advertising· How to set up a Business Page on Instagram· A beginners guide to Instagram advertising· Please feel free to ask questions! 17:19:17 The number of active social media users has exceeded 3.8 billion, with this increasing by 9% (321 million new users) since last year. 17:19:38 Identify your business goalsLook closely at your company’s overall needs and decide how you want to use social media to contribute to reaching them. 17:20:26 These will vary depending on your individual business however there are some which will apply to everyone, such as increasing brand awareness. 17:20:39 Set a realistic number of goals, i.e. one or two key ones, to keep it simple and increase your chances of achieving them. 17:20:55 Set your marketing objectives:You need to set out from the outset how you will measure if and when you have met your objectives, to ensure this is a useful part of the process. 17:21:49 For example, if one of your primary goals is to generate leads (as will be the case for most people), you need to decide how many leads you have to generate before you consider that goal to be a success? I.e. 50% more than you do currently. 17:22:24 Again, it is important to make these realistic to give yourself the best chance of achieving them. Use Facebook Insights and Instagram Insights to track your progress and see what’s working and what isn’t. 17:22:47 Identify target audience:You need to consider your target audience’s interests, pains, problems, obstacles, habits, likes, dislikes, motivations, and objections. 17:23:18 The more specific you can be about this, the easier and cheaper it will be to target them on social media.That’s because social media allows you to drill down into factors such as location and interests with your advertising, so that you only reach the type of people you are looking for. 17:23:39 Research your competitors:This can help you to get a steer on what’s working for them and ultimately become more targeted in your approach and save time and money in the long run. 17:24:07 Also pay attention to the type of content they’re posting and its context. 17:24:48 Choose channels, such as Facebook or Instagram, and tactics, such as Facebook advertising and Instagram Stories 17:26:42 Create a content strategy to ensure your social media pages remain interesting and encourage people to keep coming back 17:27:18 Content and social media work in tandem with each other. Without great content, social media is meaningless and without social media, nobody will know about your content. Use them together to reach and convert your prospects. 17:27:52 Posting frequency is just as important as the content you share. Test your levels of engagement over the course of a few weeks when posting at different times. 17:28:15 Facebook is the biggest social network worldwide. There are over 2.6 billion monthly active users. 17:29:29 With Facebook you can do the following things for your business:· Stay connected with your community and customers from anywhere· Utilise Facebook Messenger so that customers and prospects can contact you privately via your Business Page· List your contact details (telephone number, hours of operation etc) visibly on your page· Utilise Facebook advertising campaigns to get in front of new prospects 17:32:58 To set up your Facebook Business Page:· On your homepage, navigate to the top-right hand corner and click ‘Create’· Click ‘Pages’· Choose ‘business or brand’· Enter your business name and category· Add a profile picture & cover photo· Invite your contacts to link your page 17:34:56 You can navigate to your Business Page at any time via your homepage, and clicking on the downward arrow in the top-right hand corner· Your Business Page will be listed under ‘Your Pages’· Begin to fill in the various sections of your Business Page by using the options listed on the left of your page (pictured here)· Begin by filling in the section called ‘About’· You can experiment with advertising by clicking on the blue ‘Promote’ button 17:35:36 Ads enable you to hone in on your target audience 17:36:13 Ads will appear on a user’s Facebook homepage, or when they are navigating around Facebook from page to page 17:36:34 Facebook allows you to select an audience you want your ads to be displayed to, based on criteria such as age, interests and location 17:36:50 You can also get back in touch with people who have previously engaged with your business, online or offline 17:37:01 You can create ‘lookalike audiences’, which allows you to reach new people whose interests are similar to those of your best customers 17:37:15 Start by visiting this link: https://www.facebook.com/business/ads 17:40:25 The benefits of using Instagram:· 90 per cent of accounts follow a business on Instagram· 500 million+ Instagram accounts worldwide are active every day· 500 million+ accounts use Instagram Stories every day· People come to Instagram to be inspired and discover things they care about 17:43:10 To set up your Instagram Business Page:· On your homepage, navigate to the top-right hand corner and click the downward arrow· Click ‘manage pages’· Click ‘create a page’· Choose ‘business or brand’· Enter your business name and category· Add a profile picture & cover photo· Invite your contacts 17:46:13 Navigate to your business page anytime via the top of your Instagram page (if you already have a personal account, you can flick between the two by clicking the downward arrow at the top of your profile)· Click ‘edit profile’ button at the top of your profile to make changes· Begin by filling in your bio. Make it a short and snappy description of your company.· To upload an image, click on the home icon on the ‘+’ icon on the bottom navigation panel 17:47:20 Advertising on Instagram:· Navigate to https://www.facebook.com/ads/manager· Decide which of the following types of ads you would like:· Photo ads· Video ads (up to 60 seconds long)· Carousel ads (people will be able to swipe to see multiple images or videos in one ad)· Stories ads· Ads in explore (targeting people who are looking to expand their interests beyond the accounts they already follow) 17:47:22 Use this link to get started: https://business.instagram.com/advertising/