This is a step by step guide to setting up a Meta Business Portfolio (previously called the Meta Business Manager) for your school. The Meta Business Portfolio will enable you to schedule across both Instagram and Facebook at the same time in the Meta Business Suite, manage and access your Facebook business page and Instagram analytics, and any paid ad accounts. You can also add other people to help you run your accounts.
You can either watch the YouTube video below, or follow the step by step instructions below the video.
To access it, you’ll need a Facebook business page. If you don’t already have a Facebook business page for your school, you can follow the instructions for Setting Up a Facebook Page for Your School
Once you have created your Facebook business page, open it up and select your profile in the top left corner, scroll down and select ‘Meta Business Suite’.
To get to the main page we will be using, open Settings in the bottom left corner.
In Accounts and Pages you are going to link up all of your accounts by selecting ‘Add’ to and then ‘Add existing Facebook pages’. Search for your account and request access. This will link up your Facebook Pages, and you can do the same for your Instagram accounts.
Adding Other Members of Staff to Your School Meta Business Portofolio
It is good to give access to other members of staff in case something happens to you. To do this:
Select the People panel on the left hand side and press ‘invite people’
Find them by putting in their email address, click next
Select what role you want them to have when managing the account, and what they have access to,
Now you can review the invitation and send it off
You can now access all of your account pages from the Meta Business Portfolio and have others manage the account.
Since i originally posted this, the question has changed – it should now be “Should I use Hashtags on my school’s Instagram account?”
The answer is yes, but do not expect them to make a big difference to the reach of your posts. Instagram is now focusing on SEO (Search Engine Optimisation) to help it decide which posts and reels to show to people. So using a few hashtags may help Instagram understand what your posts and reels are about, but the actual caption needs to also contain the keywords that people are searching for.
Many school marketers go about using Instagram hashtags the wrong way. They focus on those with a high number of results on Instagram, which are often too generic. This means that they have little chance of their Instagram post appearing in the search results, and that the people using those hashtags are not really ready to take action, as they are not making a specific search.
So someone searching for #SurreySchools is looking for a school in Surrey, where as someone just searching #schools or #education is not looking for anything very specific. (Incidentally, the same rules apply for Search Engine Optimisation, so consider this when writing the captions for your posts and the captions on your reel videos).
A further indication of the declining importance of hashtags is that the Insights on individual posts no longer show how many people viewed that post from hashtags. This used to be a useful indication of whether your hashtags were helping you reach new accounts, but it is no longer available.
If you are wondering which Instagram hashtags to use for school marketing, I have researched a list of useful hashtags specifically for schools, which you can download for free below. It also covers some of the options for local search, which are particularly important for day schools and state schools.
Note that this list focuses on those that parents are most likely to use, rather than those often used by teachers looking for educational materials or information.
Having an Instagram account for your school can be a great way to grow and attract more students. Here are some step by step instructions on how to set one up.
You can either watch the YouTube video below, or follow the step by step instructions below the video.
How to Set Up Your School’s Instagram Account
First, open Instagram on your pc or laptop. Once you have it open, you’ll need to sign up for an account by clicking Create a New Account at the bottom of the page.
Next, fill out all the information requested. Enter your email, school name and User Name.
You can use your school name for both Full Name and User Name.
Note that both must be under 30 characters and the User Name cannot have spaces in it.
As you will be linking this to your school Facebook page, it is best to use the same email address as you used to create your school Facebook page. If you don’t have a Facebook page please see How to Set Up a Facebook Page for Your School.
Note that no one can see any of the information you enter apart from the name and username. The reason behind asking for your age is for security reasons.
Once you have filled out all the information, select the submit button at the bottom of the screen. You will need a security code which can be texted or emailed to you. You will then be redirected to the main Instagram page.
Making Your Account a Business or Professional Account
To officially become a business or professional account, you will need to go into your profile settings.
Select the three lines in the bottom left hand corner and open settings.
Scroll down in settings until you find: ‘Account type and tools’, click on it.
Then click ‘Switch to Professional account’ then select the most accurate description for your school.
Using a Professional account for your school on Instagram will mean that people can contact you directly by email or phone from your Instagram account. It will also give you access to Insights which will show you when your followers are most active on Instagram and how many people your posts are reaching.
Instagram will then double check your contact information to put on your profile, if you don’t want this information public then leave the box saying ‘show contact info on profile’ empty.
To give parents and students more information about your school, upload a profile picture of your school logo and add a bio as a description for your school. Remember to include the type of school, age range of students, and highlight your school’s strengths and its Unique Selling Point.
How to Post on Instagram
To keep parents and students updated and reach new parents, create posts by selecting the create button on the left, upload photos or videos and give your post a description. Make sure that you keep to Instagram’s recommended dimensions for the images, or Instagram will crop the images and your grid will look messy. Here are the recommended dimensions in 2026:
Landscape: 1080 x 566 px
Vertical: 1080 x 1350 px
Square: 1080 x 1080 px
Stories are a great way to update parents and students who are already following you. To create a Story, click on your profile picture on the home tab, upload an image or video and then post it. Stories only last for 24 hours, but you can add it to a Highlight to keep it displayed on your profile.
Optionally, connect to your Facebook Page, which enables features like cross-posting and ads. In the settings tab under ‘Accounts Centre’ select ‘add account’ and sign into Facebook and it will be connected.
Here are some step-by-step instructions on how to set up a Facebook Page for your school. You can either watch the YouTube video below, or follow the step by step instructions below the video.
Using a Personal Facebook Account
To create a Facebook Business Page for your school, you will need a personal Facebook account to set it up. Don’t worry – the personal account will not be visible to anybody looking at the school’s Facebook page.
PLEASE NOTE!
I really do not advise creating a personal Facebook account specifically to link to your school Facebook page, as Facebook will consider this to be a fake account and may close your account, or prevent you from using Facebook paid adverts in future. Use a genuine Facebook personal account belonging to a member of staff, then add other members of staff to the Facebook Page for your school.
Creating The Page
To set up the business page
Go to the square in the top right corner and then go down to ‘page’.
Once you click on it, you will be redirected to create the page.
Name the page after your school so the page can easily be found.
Give the page a category – I would recommend ‘school’. You can add up to 3 categories
Add in a bio to give people a description of the school. Remember to include the type of school, age range of students, and highlight your school’s strengths and its Unique Selling Point.
Then select Create Page.
Add in your schools information – contact/website/location/opening hours
Using Canva to Create a Cover Image
You will want to add a profile picture and a cover photo so that people can identify your school. You can upload a cover photo directly to your Facebook page, but if the photo needs resizing or you would like to add text to it, you can use Canva to do this. Canva is a free and easy tool to use when creating images for pages like this.
If you open Canva you can search for Facebook cover photo and find a template which will be the correct size, and upload your photo to it. You can easily add text to it if you wish. Or you can use one of the template designs and customize it with your own images. Once your file is ready, name it, click on Share and download it as a Jpeg or PNG file.
Once downloaded go back into your unfinished Facebook page and upload it as your cover image, where you can reposition it to fit the box. You can preview what your page will look like on mobile and on desktop too.
Once you’ve personalised the page, you can see there is an action button, this will give people who view your page a prompt on how to engage with you.
Next it will ask you to connect to Whatsapp. This is because the company Meta that owns Facebook also owns Whatsapp and Instagram. If your school uses Whatsapp you can link it, otherwise press next.
You will then be able to invite friends to follow the page but for your school I would skip this stage.
Completing Your Page
Next you will be given the option to receive marketing from Meta. You can either keep these notifications or turn them off. I would recommend keeping profile notifications on as it does give you any notifications about your profile or you about services available.
Now you can see the page layout and make any changes you would like to by editing the page. If you do, make sure you save them.
Once everything is set up you have the option of posting to your account. You can use this to give out updates on what’s happening in your school. To do this, select ‘what’s on your mind’ or any of the options below.
Now you can see what your page looks like. Anything you post will be visible here. People can interact by liking commenting or sharing your post.
Some extra security you may want to add to your account can be found in the security panel.
To link an Instagram page, open settings and privacy, then linked accounts. Connect account and then log into instagram and it will be connected.
Now your school’s Facebook page is set up and you can post whatever you like!
If you set up a Business Portfolio, you can schedule posts in advance, see the Insights or analytics for your account and place paid adverts. This is covered in a separate video “How to Set up a Business Portfolio in Meta for your School”.
I have spent some time working out how GDPR affects marketing, and thought some of the resources I am using might help you too. The new General Data Protection Regulation comes into force on the 25th May 2018, so it is time to take action. So here are my Top5 GDPR and Marketing Resources
1 Information Commissioner’s Office
The ICO is responsble for regulating the new laws and there is useful guidance for businesses on their website.
Pro’s – this is the original source for all information relating to GDPR
Con’s – you need to work out how to implement it for yourself
2 Hallam Internet
Nottingham based Hallam Internet has produced this simple guide to actions that marketers need to take – a great starting point covering most aspects of how GDPR affects marketing.
Pro’s – short, sharp and to the point
Con’s – not legal advice and not industry or sector specific
3 Mailchimp
If you use Mailchimp for email marketing, here is their guide to GDPR. There is also a page listing their GDPR tools.
Pro’s – reassuring to know that Mailchimp is taking GDPR seriously and will help you comply with the new rules
Con’s – only really relevant if you are a Mailchimp user! If you want to learn more about Mailchimp, check out my workshops
4 Suzanne Dibble
Small business law expert Suzanne Dibble runs a Facebook group for online entrepreneurs with videos to answer your GDPR questions. There is a list of the videos in the pinned post so you can see which relate to your type of business. Suzanne is also selling a GDPR Compliance Pack.
Pro’s – practical legal advice for free, and there are specific videos on GDPR for different types of business
Con’s – the time it takes to watch all of the relevant videos. Due to the size of the group, Suzanne cannot answer all the questions personally so you need to watch the videos
5 Hubspot GDPR Glossary
In-bound marketing experts Hubspot have produced a GDPR Glossary to help us understand the jargon.
Pro’s – explains the terminology in layman’s terms
Con’s – not exhaustive, you will need more information than this
Have you found any great resources which can help with how GDPR affects marketing? If so, please contact me so that I can add them to my list.
Please note that this blog is for information only and should not be regarded as legal advice.
There is something slightly unnerving about writing a blog post about blogging, but here goes…
Blogging has been around for 20 years, but I still get asked “Why should I be blogging”, so here are 7 reasons why your business needs a blog on its website.
Improves your Google Ranking
Google likes fresh content, so regularly updating your blog will help your website rank higher in search results, and Google will then crawl your site more regularly too once it realises that it is being regularly updated.
It will also increase the number of pages on your website (each blog post should be a new page), which will help convince Google that yours is an important website and worth ranking more highly.
Helps you get found on Google
If you blog about topics related to your business, you will probably use the terms that people will be looking for when searching for businesses like yours, so it will improve your SEO (Search Engine Optimisation). You can research the terms people are looking for using the Google Keyword Planner.
Builds your Reputation and Trust
A blog gives your business the opportunity to show off their collective knowledge, which will help convert readers into buyers. It may get you other opportunities such as speaking at events too.
Shows off your Knowledge
You are an expert in your field. None of that claiming “We are market leaders, blah blah,” you can actually show readers that you know what you are talking about.
Tells people what you do
A good blog has lots of posts so it gives you lots of opportunities to show all of the things your business can do. Client case studies can also make great blog posts, demonstrating your knowledge, and how you go the extra mile for your clients.
Creates Content to share on Social media
Not everything you share on social media needs to be your promoting your own business – but it is easier to promote your own business if you have blog posts which you can share on your social media profiles, whether that is Facebook, Twitter or Linkedin. Remember the 80:20 rule – around 20% of your posts should promote your business, the other 80% should be sharing information which aims to inform, educate and entertain.
Creates Content to use in Email Marketing
A good blog works hand in hand with email marketing too. Each email newsletter can introduce the blog articles, and then link back to them.
If you need to learn more about how to blog, check out my next blogging workshop here.
I don’t generally suggest cold calling to my clients – I recommend using marketing to generate a sales funnel of leads, so that you have warm prospects to follow up. If they do decide to use cold calling, I do suggest they get a thick skin and be prepared for plenty of rejection!
But recently I have seen two examples of door knocking work extremely well. I was in a client’s office on an industrial estate when a lady from a national bank called in with details of their “Free Business Banking for 25 months” offer. Both my client and I were interested – him because he handles large volumes of coins, and his local branch was closing. Also, he pays high bank charges for the coin handling so free banking at a local branch was doubly attractive. Me, because I work with a lot of small businesses who would also be interested.
The second one happened when I was working at home, and a young man from Hello Fresh knocked on the door. Now, usually when I am working I do resent being interrupted by anyone, but he was wearing a Hello Fresh branded apron, and I was familiar with the brand. He also was offering £15 off a £35 box of 3 meals – and I was faced with yet another week of meal planning, so the timing was perfect.
So, what can we learn from these two successful examples?
1. The Brands are Well Known
The companies were known to me before the call – so their marketing had already reached me, and the calls were not completely cold. If we had not heard of them before, they would have had to work though “Know-Like-Trust”, which would have taken a lot longer.
2. They have a Compelling Offer
Free business banking for 25 months is longer than any other bank in the UK, as far as I am aware. The discount from Hello Fresh made the cost of their meals equivalent to buying the ingredients myself, so both were compelling offers.
3. They Reached the Decision Maker
By approaching small businesses on an industrial estate the bank knew they would find many of the business owners on site. Hello Fresh has a good chance of finding home cooks at home in the day (though they would miss out on many of the busy professionals who would be out at work). This can be more difficult in larger companies, where there are more “gatekeepers” on reception who will see their role as protecting the management from sales people.
4. They are Targeting the Right Prospects
Both companies know their target market and where to find them.
5. The Sales People are Knowledgeable
The sales people were all personable and pleasant, without being pushy. They also had detailed product knowledge, so were able to answer our questions on the spot. In the case of the bank, there were two ladies, so one was able to call on the specific product knowledge of the other. My client also pointed out that small business owners were more likely to be receptive to cold calling as they have to sell themselves.
Is it time to consider some cold calling for your business?
Having a responsive website has gone from being a “nice to have” to an essential since April 2015, when Google announced that it would rank responsive websites above non-responsive websites when searches were carried out on a mobile device.
What is a Responsive Website?
A responsive website “responds” to the screen size of the device that you are viewing the website on, and adjusts its display according to the screen size. This means that one website on one URL will display well and legibly on a tablet, phone or desktop computer, and there is no need to zoom in to view it properly. With a responsive website, you only need to maintain and update one website.
Just How Many People are Searching on a Mobile?
In October 2016, 51.3% of searches worldwide were on a mobile or tablet – overtaking searches on a desktop computer for the first time (source Statcounter)
There are regional variations – mobile usage is higher in India for example, and in the UK mobile and tablet usage accounted for 44.4% of searches. This is still fast approaching half of all searches, though!
How Do I Know if my Potential Customers Search on a Mobile?
If you want to find out how many people are viewing your website on a mobile phone, have a look at your Google Analytics under Mobile Overview, and it will give you a breakdown of views by mobile, tablet and desktop. In fact, it will even tell you the brands of phone they are using.
If you haven’t got any analytics on your website (and why not – it is a free service from Google?), or you are a new business, think about your likely customers’ behaviour. Even if they are office based, we often think about work in the evenings, when travelling, or in our lunch breaks – and these are the times we will use a mobile or tablet rather than a desktop to search. If your customers are not in desk-based jobs, this increases even more.
Is a Responsive Website an App?
No, but many websites do have an app version for mobile users. All the social media sites such as Twitter, Facebook and Linkedin do this, for example. Remember that the customer has to download the app to their mobile or tablet first, so you need to consider if they are likely to do this. Usually, the first step for a business is to get a mobile responsive website, then to consider if customers are likely to want an app too.
If you are considering an app, this article gives the pros and cons of responsive websites and apps.
Where Do I Start to get a Responsive Website?
If the thought of a new website is just overwhelming, we can help. We work with clients to work out the structure of their website, write the content, and brief the designer, or we can manage the whole process for you. Just give us a call for a free consultation on 0115 772 2518 or complete the contact form.
Beryl Pettitt is speaking and giving advice on marketing at some Nottinghamshire events over the next few months. They are all fun relaxed events, so come along, meet other businesses and improve your marketing knowledge – booking details are below.
Ten Top Tips to Save Time on Your Marketing
24th May 6.00 – 8.00pm, NBV Enterprise Centre, Nottingham
Do you find there is so much marketing that you think you should be doing, but just not enough time? How do you keep up with finding stuff to share on social media, or write content for your website? It can all feel overwhelming when you are running a business, so Beryl Pettitt is bringing us Ten Top Tips to Save Time on your Marketing.
This event is free for BizEx members, and first time BizEx attenders. You can book your place here
Spring Clean Your Marketing
21st April 5.30 – 7.30pm, Entrepreneurs’ Forum, Kirkby in Ashfield
It is that time of year when we all need to have a good clear out and get ready for a fresh start – and the same goes for your marketing. Beryl will be giving you top tips on how to spring clean your marketing. Find out more and book your place here
Free Business Clinic for Start-ups
13th April, Newark and Sherwood District Council offices, Kelham, Newark
Free one hour Business Clinic with Beryl Pettitt for new businesses in the Newark and Sherwood District Council area. Book your place and find out more here
J28 Microbusiness Club – Marketing Mentor
24th March 9.30 – 12.30, The Castlewood, South Normanton
Beryl is the Marketing Mentor at this new networking group, which meets every two months near J28 of the M1. Join any of the Mentor’s groups for some free advice, and a useful discussion with other group members. It costs just £10 for your first event, or £7.50 for members and you can book your place here.
If you would like to book Beryl as a speaker at your event, please get in touch via the Contact page.
Genuine testimonials and recommendations from clients and customers are essential to giving your business credibility, particularly when prospects first come across your business on the internet.
There are now a number of ways of getting testimonials from customers via independent websites such as Feefo that can then be displayed on your website. These will display negative as well as positive feedback, but give you the chance to respond too. This makes it clear that the feedback is genuine, and in some cases you can make a negative a positive. It also gives you important customer feedback which you can use to improve customer service and your products or service.
Research shows that prospects view some negative feedback as a positive – if this is the worse your clients have experienced, that may be fine with them, or the issue raised may not be relevant to them. These types of testimonial services only allow genuine customers to comment, as they contact your customers by email after purchase using your business data. This is different from online review sites such as Trip Advisor where anybody can add reviews, and there is the possibility that others with a different agenda may comment on your business!
For those in a Business to Business market, where an individual is likely to be recommended, Linked-in recommendations are excellent as you cannot write them yourself – only chose whether or not to display them so they have to be genuine.
Here is a leaflet we recently produced for a school using quotes from the students themselves.
