DELIVER

Monetize and convert through lead

magnets, social promotions, and

advertisements

What you need to do

• Create Facebook Ads

• Develop social promotions/ lead

magnets

• House on a landing page

TOOLS: Binkd.com and Leadpages.net,

Facebook Ads Manager

Three-in-One Package

Creating Effective

Facebook Advertisements

Digital Funnel (Objectives + Content)

Website

Optimization

Social Media

Fan Content

Sales Offer

Lead Magnet +

Landing Page

Customer FAQs,

Forums

Emails

Blogging Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media

Posts

Online Ads

Social Media + SEO

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Anatomy of Facebook Ads

#1 Facebook Advertising Objectives

Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html

#2 Target Audience

Brilliant Targeting by Lewis

• Only 39 year olds can see this ad!

http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/

#3 Content & Offer

Facebook ads need to feel natural and organic, even

though they are interruptive in nature.

Craft for Your Customer Avatars

https://www.facebook.com/hootsuiteapac

• Identify your target audiences

• Include them in your copy

Create Your Hook/ OfferHook Example

Have If the customer takes this offer, what will they HAVE that they didn’t before?

Feel How will the customer FEEL once they take your offer? Smarter? Pain-free? More confident? Happier?

Average Day How will your offer improve their AVERAGE DAY? Eg savings of time, energy or money

Status How does the customer’s STATUS change once they’ve consumed your offer? Eg more well-regarded

Social Proof/ Results

Use reports or case studies to demonstrate PROOF or RESULTS. Eg“Join the thousands of people who have already benefited!”

Speed & Automation

With SPEED, you speak to the QUICKNESS of the offer — how will this thing speed up a part of their life or AUTOMATE a task? For example, this razor will save 10 minutes of your day.

Create Your Hook/ Offer

Tell Stories with VisualsAsk Questions

One Call-To-Action (CTA)

Highlight Benefits Upfront

https://adespresso.com/academy/blog/12-irresistible-facebook-ad-ideas-to-kickstart-2017/

Play Off Emotions

Check for 20% Text Rule

http://www.social-contests.com/check-image/

Maintain Good Ad Scent

Walkthrough of Facebook Ads Tool

Create Your Mockup Ad!

https://adparlor.com/ad-mockups/

Create your Facebook Ad!

1. Choose an image2. Design with a suitable overlay on Canva3. Use Ad Parlor to create mockup ad4. Show us!

30 mins

BOFU Content

Lead Magnet + Promotions +

Landing Page

Digital Funnel (Objectives + Content)

Website

Optimization

Social Media

Fan Content

Sales Offer

Lead Magnet +

Landing Page

Customer FAQs,

Forums

Emails

Blogging Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media

Posts

Online Ads

Social Media + SEO

MID

DLE

OF

FUN

NEL

(M

OF

U)

BO

TTO

M

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TOP

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Why Promotions + Offers?• Increase awareness and engagement

• Generate leads through a LEAD MAGNET

• Increase participation

• Drive conversion and purchase

• Encourage social sharing and WOM

Types of Giveaways and Freebies [B2B and B2C]

Books

Tools & Templates

Limited Time Period Trials [B2B]

Freemium Model

Types of Giveaways and Freebies [B2B and B2C]

Special Offers, Promo Codes and Coupons

Festive Specials

Source of promotion: https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater

Anatomy of Contest

Terms & Conditions

Attractive Visual

Prize

Game MechanicsTargeted Audience

Message

Contest – Game MechanicsRefer-a-Friend + CommentVideo/Photo Contest

Contest – Game MechanicsLucky DrawVoting/Polling

Contest – Terms & Conditions

#1 On post

#2 On Google Doc

Crowdsourced Ideas/ Tips

Include Offers on Landing Pages

Anatomy of a Landing Page

Lead Capture

Form

Call to Action (CTA)

Unique Selling Point (USP) Focused Headlines

Click Triggers• Testimonials• Awards• Endorsements• Guarantees/

WarrantiesSocial Proofs

Customer Benefits

Over 100,000 households have installed our Solar System

Pro-Tips on Landing PageShowcase Target Audience Showcase Product

http://www.emoderation.com/facebook-globalpages/http://www.loganalexanderjohnson.com/myportfolio/mass-flex-landing-page/

Create Sense of Urgency

https://blog.indiemark.com/tag/sense-of-urgency/

Customer Benefits

http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks

Pro-Tips on Landing PageAction-Oriented Text Limit To Just One Action

Use Words that resonate with Your

Audience. Eg

• Try Now

• Download Your eBook

• Book Your Place

• Sign Up For Free

189 words and phrases here:

https://blog.bufferapp.com/words-and-phrases-that-convert-

ultimate-list

Be Brief, Use Bullets & Boxes

App or Software?

DIY on Social Platform (egFacebook)

Use of Promotion App/ Landing Page

Ease for Users Simple More Effort

Cost Cheap and easy Fees for use

Effort Needed Minimal Fuss More Effort

Tracking winners Difficult Easy

Displaying Rules Limited More Space

Member Acquisition

Difficult (“Like” Gating banned) Easier using platform

Virality Easier to Share Limited Social Sharing

Types of Apps For Lead Nurturing

LANDING PAGE APPS

• Lead Pages (https://www.leadpages.net)

• Instapage(https://instapage.com)

• Binkd(https://www.binkd.com)

EMAIL NEWSLETTER

• Mail Chimp (www.mailchimp.com)

Exercise• Create Landing

Page for a B2B/ B2C Business.

• Include lead magnet/ promotion/ offer.

30 mins

HERO IMAGES (Please insert) Lead Capture Form

HEADLINE

Sub headline (if needed)

Body Copy (maximum 3 short paragraphs, include customer benefits)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

Insert “Click Triggers” (eg testimonials, research data, awards,

endorsements)

Insert “Social Proof” (e.g likes, shares etc)

Insert Call To Action (CTA) Button

Facebook Ads – Custom Audiences

• Existing Lists

• Existing Customers

• Lookalike Audiences

• Specific Audiences

Custom Audiences

1) Create a list of consumer emails, phone numbers, app user IDs, or mobile ad IDs of people you already have relationships with.

2) List needs to be a .csvor .txt file and contain at least 20 customers.

Custom Audiences

3) Go to Business Manager. Select Audiences.

Custom Audiences

4) Select Create Audience>Custom Audience>Customer List.

Custom Audiences

5) Upload a file, copy and paste your custom list, or import from MailChimp.

6) Select data type and upload your list.

Custom Audiences

7) If you choose “Customer File”, you can upload a CSV or TXT file here.

Custom Audiences

8) Facebook filters through the list and the data for a customer matched with information in a user account.

Custom Audiences

9) Advertisers can show ads directly to those consumers.