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Facebook Marketing Textbook
Module 1: Defining Your Goals
Featuring Alex Houg
Follow on Twitter and Facebook!@AlexHoug
facebook.com/alexhoug
Setting Your Goals
If you don’t have a goal, then all roads look as good as any other.
• Post Frequency• Competitive
Benchmarking• Fan Aquisition
• Newsfeed Reach• Social Reach• Search Ranking• Likes and
Comments• Earned Media
• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting
Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.
BUILD AUDIENCE
ENGAGEMENT
CONVERSION
The Viral Cycle
Social ads are about amplifying user actions, not broadcasting creative
Have you been frustrated before?
Possible Reasons:
Unify Your Social Presence!
Social media only works when people can see what you have to say – Put your message everywhere!
Build an editorial calendar
Download this guide here.
Steps for achieving Facebook marketing success
Diagnosing your situation
Identify the core issues you face
Setting yourself up for success
Define your execution strategy
Test and Iterate
Test each lever individually with smaller budgets
Increase spend to scale what works
Incrementally increase your budget while meeting target metrics
Use MAA as well to refine your goals
The Majority Of Impressions Are Organic
What could decrease your organic impressions?
Post Length / Questions Affects Organic Impressions
Changes in content type are hurting overall coverage
Photos drive engagement
Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank.
Facebook Engagement Drives Google Traffic
Social Analytics Is About Context
Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.
Facebook ads: The voice of your brand
Facebook Ad Formats
Define Your Audiences by Value and Size
Social media success is about pinpoint precision targets
Microtargeting
How much you should spend depends on your goals.
Laser target ads down to specific interest targets
Facebook rewards high relevancy by discounting the price you pay for traffic.
Interest and Group Targeting
Always be targeted, else you risk not seeming both relevant and personal.
Use Google and Facebook remarketing to capture users who visited your site but didn’t convert
Remarketing bridges the gap from visitor to customer
A person is browsing the web for Fuse products.
That person goes to Facebook.
... and now they see ads for Fuse throughout Facebook.
How Facebook Remarketing Works
Remember!(Write these down, and check them off)
• Post Frequency• Competitive
Benchmarking• Fan Aquisition
• Newsfeed Reach• Social Reach• Search Ranking• Likes and
Comments• Earned Media
• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting
BUILD AUDIENCE
ENGAGEMENT
CONVERSION
Select your Goals
Determine an appropriate test budget
20-30% of total marketing should do the trick
Make sure you have your marketing calendar
Since social amplifies everything else
Ensure Google Analytics (or whatever tool you use) is tied to your ads account
On both Google and Facebook
We’ll cover setting up Custom Audiences in later modules…
How big is your email list? Grow it!
Module 1 Homework
Select your goals
Determine your test budget
Set up an editorial / marketing calendar
Tie Google Analytics (or analytics tool of choice) to ads account
Compile and grow your email list
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Thank You!for being a part of the
Facebook Marketing Textbook!The guide we send out at the end of each
live, recorded session will help you follow along later with implementing these techniques in your business.
Featuring Alex Houg
Follow on Twitter and Facebook!@AlexHoug
facebook.com/alexhoug