stop wasting time & money advertising on social media

Stop Wasting Time & Money Advertising on

Social Media!Perry Henderson

perry@missinglinksocialmedia.com.au

Contact for…

• Any further questions• Would like information/tools/URLs from this

presentation• Questions about my services:

Implementing strategies to build your business via LinkedIn and/or Facebook

perry@missinglinksocialmedia.com.au0431 166 732

Who is Perry?• Father, Husband, Business Owner, Presenter• Charlestown Primary School, Whitebridge

High, moved to the Central Coast• Noticed a gap in my Marketing Major at

University of Newcastle• Studied Social Media Marketing at Michigan

State University in the USA• Own and operate social media agency;

Missing Link Social Media• Specialise in helping Business Owners and

Professionals understand, measure and improve social media to establish it as an effective sales and marketing tool

Marketing Basics:Old vs new selling & marketing

• Old– Features & benefits /

straight to solution– Telemarketing

(outbound)– Hard sell– Shout loud– Hard to get insights– Marketing was easier

and consumers relied on businesses to be informed

• New– Trust, needs & build

rapport– How do we get them to

call us (inbound)– Pre-sell in content

marketing– Whisper right thing in

right ear– Easy to get insights– Consumers are getting

smarter and are well-informed (reviews, social etc)

Marketing Basics:Buyer Types

Future buyers

Now buyers

Marketing Basics:Marketing Channel System

Facebook Ads Website SEO LinkedIn Email

Lead Generator(incentive for contact details)

Newsletter sign up

Top 5 tips

Conversion tool $49 consultation via Leadpages

Free consultation

Keep in touch strategy Monthly tips via email

Social Media Marketing Funnel

Awareness: Position & attract a relevant audience

Repeat visibility & Engagement

Trust: Share valued content & collect

emails

Action / conversionRelationship

Retention /

LinkedIn Marketing Funnel

1. Optimise your LinkedIn presence2. Attract a relevant audience via

Advanced Search & Groups3. Position yourself as a thought leader &

expert with relevant & valued content4. Build trust, credibility and top-of-mind

awareness + create LinkedIn ads and send them through your marketing channel system

5. Measure results & improve

LinkedInProfile Summary Structure

Qualifying question

Articulate pains

Paint the ideal world

Why you?

Be human

Call-to-action

Weekly LinkedIn Action Plan

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

What: Invite to connect with 10 prospective clients

Check messages & notifications

Invite to connect with 10 referral partners

Check Messages & notifications

Research for next week’s content

Create next week’s content

Schedule weekly content in Groups & Profile Posts

When: 8:30am 5:30pm 8:30am 5:30pm 8:00pm 11:00am 8:00pm

LinkedIn – Tips and Tools• Search – Groups of prospective clients & referral partners

• Customise your Public Profile URL– http://www.linkedin.com/profile/public-profile-settings#

• Integrate with website / Blog– Profile Badge

• http://www.linkedin.com/profile/profile-badges?goback

– Plugins Overview• http://developer.linkedin.com/plugins

• Export Connections’ contact details: Click ‘Connections’ tab, then the settings button (top right of page), then export connections.

LinkedIn - Advanced Search

• People• Groups• Save Lists– Save search results to easily run them

again later (max 3 for free account)– Choose to receive weekly / monthly

reminders via email when new members match your search criteria

Facebook Ads

• Facebook Ads • Facebook Ad Tools– Custom Audiences– Lookalike Audiences– Conversion Pixel– Facebook Exchange etc:

https://www.facebook.com/business/products/advanced-ads

Facebook – Ads Structure

• Campaign: Objective– Clicks to website– Page likes– Page Post Engagement

• Ad Set: Audience Segment– Fans– Email Subscribers– Lookalike Audiences

• Ads: Creative– Photo Share 1, ‘Learn More’ Call-to-action etc

Facebook Ads: Targeting

• Demographics:– Location– Age– Gender– Language

• More Demographics– Relationship– Education– Work– Financial– Home– Ethnic Affinity– Generation– Parents– Politics (US)– Life Events

Facebook Ads: Targeting

• Behaviors (hundreds!)– Charitable

Donations– Digital Activities– Financial– Mobile Device User– Purchase Behaviour– Residential Profiles– Travel

• Interests (thousands!)– Competitors– Icons– Thought leaders– Complementary

products / services

Facebook Ads Reporting

Key Facebook Tools & Resources• Facebook Image Dimensions:

http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

• Facebook for Business:https://www.facebook.com/business

• Benchmark your Page to competitors:http://www.likealyzer.com/

• Claim your custom URL (& remove the numbers):https://www.facebook.com/username

• Quickly create landing pages:http://www.leadpages.net/products/

• Get a Like Box on your website:https://developers.facebook.com/docs/plugins/like-box-for-pages/

• Abide by Facebook’s 20% text rule:https://www.facebook.com/ads/tools/text_overlay

• Royalty Free Images:http://www.freeimages.com/ (was sxc.com)

• Free photo-editing software: http://www.gimp.org/

Basic Content Strategy

Goal: Awareness, Engagement, TrustBasic Content Strategy:• Who’s your target Audience?• Content Categories

– Brand awareness (Key Content Plan)– Product Awareness– Promotional– Seasonal– Customer Service– Engagement

• Weekly Content Map• Weekly Action Plan

Basic Content Strategy:Key Content Plan

Content Categories

Super Life Insurance

Budgeting Investment

Mistakes

How to / reviews

Case Studies

Offer / Checklist

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