drive traffic using facebook & mobile

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DRIVE TRAFFIC USING FACEBOOK & MOBILE A Guide to Using Social & Mobile to Generate Leads and Increase ROI HOW TO Your Social & Mobile Marketing Advisor

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Page 1: Drive traffic using facebook & mobile

DRIVE TRAFFIC USING FACEBOOK & MOBILE  A  Guide  to  Using  Social  &  Mobile  to  Generate  Leads  and  Increase  ROI  

HOW TO

Your Social & Mobile Marketing Advisor

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WELCOME  TAB  Increase  fans,  collect  leads,  and  improve  customer  service  

FACEBOOK  STORE  Sell  OR  showcase  products/  services  on  Facebook  

MOBILE  WEBSITE  AutomaEcally  sync  with  Facebook  to  create  a  mobile  site  in  minutes  

COUPONS  &  DEALS  Build  your  loyalty  club  and  incenEvize  your  fans  

SWEEPSTAKES  Drive  traffic  and  collect  qualified  leads    

ZIBABA  ADS  DIRECT  Facebook  ads  for  desktop,  tablet    and  mobile  

CONTENT  MANAGER  Publish  and  schedule  Facebook/TwiOer  content  with  a  single  click  

SOCIAL  BUTTONS  Retarget  consumers  with  “like,”  “recommend”  and  “want”  buOons  

ZIBABA'S ALL-IN-ONE SOCIAL & MOBILE PLATFORM …Lets  you  manage  your  enEre  social  &  mobile  strategy  from  one  powerful,  integrated  system  

Request  a  demo  

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IntroducEon    How  to  Maximize  Facebook  How  to  Generate  Leads  on  Facebook  &  Mobile      Facebook  AdverEsing  for  Desktop  &  Mobile    How  to  Measure  your  Facebook  &  Mobile  Success      

Allison  is  the  Director  of  Product  MarkeEng  at  Zibaba,  where  she  develops  strategies  to  help  small  businesses  drive  traffic  and  increase  revenue  using  social  media  and  mobile.      

How to Drive Traffic Using Facebook & Mobile

CONTENTS

She’s  worked  with  a  variety  of  agencies,  internaEonal  brands,  Yps  and  small  businesses  to  build  authenEc  and  meaningful  relaEonships  with  consumers.    

By  Allison  Freedenfeld  

04 05 10 11 35

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A[er  almost  two  decades  of  online  markeEng  and  adverEsing  there  is  sEll  a  misconcepEon  that  if  you  build  a  page  on  Facebook  you’ll  get  traffic  and  thus  leads.    Unfortunately,  that’s  WRONG!    You  can  spend  $10,000  on  a  beauEful  website,  but  if  you  don’t  implement  SEO,  SEM,  or  email  markeEng,  you  won’t  get  much  traffic.    Similarly,  building  a  page  on  Facebook  won’t  do  your  business  any  good  if  no  one  is  reading  your  content,  or  sharing  with  their  friends.    So,  how  do  you  drive  traffic  and  convert  that  traffic  into  actual  sales?    UElize  the  most  popular  site  on  the  planet  to  drive  targeted  traffic  and  generate  more  leads.  

INTRODUCTION Facebook  captures  10%  of  all  Internet  traffic,  with  visitors  spending  an  average  of  28  minutes  a  day  surfing  it’s  pages.    

Just  under  half  of  the  U.S.  populaEon  is  using  smartphones  –  155M  people  –  and  Facebook  is  used  by  70%  of  them!                                        

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How to Maximize Facebook & Mobile

CHAPTER 1 ESTABLISH YOUR GOALS

Get  found      

Create  Engaging  Content  

Word-­‐of-­‐Mouth  MarkeEng    

Create  a    Loyal  Community    

Generate  Leads!    

ESTABLISH YOUR GOALS

Four  out  of  five  consumers  are  more  inclined  to  buy  a  brand  a[er  being  exposed  to  its  social  media  presence.    

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Originally  announced  in  January  2013  and  dubbed  Graph  Search,  the  new  search  engine  lets  you  search  your  Facebook  social  graph  for  people,  places,  photos  and  interests.        The  Graph  Search  feature  combines  the  big  data  acquired  from  its  over  one  billion  users  and  external  data  into  a  search  engine  providing  user-­‐specific  search  results.    

GET FOUND: FACEBOOK SOCIAL GRAPH

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1.   Choose  Your  Category    People  find  your  company  based  on  category;  therefore  it’s  important  to  choose  the  category  that  best  describes  your  business.      

2.   Setup  Your  Vanity  URL    The  next  step  in  personalizing  your  business  page  is  to  create  a  vanity  URL  (customized  web  address).  By  default,  your  Facebook  Page  will  get  a  randomly  assigned  number  and  URL,  but  it’s  possible  to  customize  your  Facebook  URL  to  something  like  facebook.com/mybusiness.      

3.   Claim  Your  LocaMon    Graph  Search  results  are  o[en  based  on  locaEon.    If  you  don’t  have  your  business  address  listed  correctly  on  the  Page,  you  won’t  appear  in  locaEon  based  searches.      

3.  Use  the  Facebook  search  bar  to  search  your  company  name  and  see  how  many  pages  come  up.  There  could  be  more  than  one  due  to  mulEple  check-­‐ins  from  customers  or  employees,  so  you  would  need  to  merge  or  delete  Pages  you  don’t  want.    

4.   Encourage  Check-­‐ins    Once  your  locaEon  is  claimed,  encourage  your  customers  to  check-­‐in.    Check-­‐ins  allow  people  to  share  their  locaEon  on  Facebook  via  their  phone.    Here  are  a  few  ways  to  encourage  check-­‐ins  to  improve  your  Graph  Search  ranking.    •  Offer  a  discount  to  an  individual  for  checking  in  or  a  freebie  for  checking  in  a  certain  number  of  Emes  

•  Donate  to  a  specified  charity  each  Eme  a  consumer  does  a  check-­‐in  A  check-­‐in  

•  Include  signage  at  your  offline  locaEon    

How  to  Make  the  Most  of  Graph  Search  

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5.   Complete  Your  Profile    Make  sure  your  page  has  up-­‐to-­‐date  informaEon,  such  as  locaEon,  contact  informaEon,  hours,  keywords,  etc.  The  more  opEmized  your  page  is  for  keywords  of  the  services  you  provide,  or  products  you  sell,  the  more  likely  you  are  to  be  picked  up  in  search  results.      

6.   Post  Content  Regularly    The  more  you  post,  the  more  you  can  engage  your  current  viewers  and  increase  the  likelihood  of  aOracEng  new  people  to  your  page  by  opEmizing  your  posts  for  your  keywords  as  well.    Here’s  a  few  Eps:    

•  Post  images/  video  regularly  •  Tag  your  business  in  all  Emeline  and  profile  images/  videos    

•  Include  keywords  in  image  descripEons  

7.   Increase  ‘Likes’  and  Engagement    Don’t  focus  solely  on  building  page  ‘Likes.’    ‘Likes’  a  great,  but  ‘likes’  from  engaged  users  are  more  important  because  the  more  you  have,  the  beOer  the  likelihood  of  your  site  showing  up  in  a  search  result.  Here  are  6  post  types  that  increase  engagement:      

8.   Monitor  Your  CompeMtors    Graph  Search  gives  you  the  ability  to  look  at  the  demographics  of  not  only  people  who  like  your  page,  but  those  who  like  the  compeEEon  as  well.  Take  a  deeper  look  into  the  age,  race,  gender  and  locaEon  breakdowns,  and  make  adjustments  in  your  markeEng  strategy.  

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High-­‐quality  content  must  be  an  integral  element  of  a  company's  overall  markeEng  strategy.  A  constant  stream  of  good  content  on  your  Facebook  Page  can  help  your  SEO  as  well  as  posiEon  your  company  as  a  source  of  valuable  and  interesEng  informaEon.  

The  beOer  your  content  on  Facebook,  the  more  engaged  your  users  will  be,  the  more  shareable  your  content  is  and  ulEmately,  the  more  leads  you  will  generate.  

The  key  to  a  strong  content  strategy  is  to  get  to  know  your  potenEal  customers  online,  make  connecEons,  communicate  and  share  informaEon.  Engage  consumers  with  the  following  types  of  content:        

CREATE ENGAGING CONTENT 1.   Relatable  Examples      Get  creaEve  about  showcasing  your  products  and  services.  Inspiring  your  fans  to  think  outside  of  the  box  gives  them  new  reasons  to  conEnue  purchasing  your  products  and  services.      

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3.   Videos      When  it  comes  to  having  content  variety  on  your  page,  a  video  can  be  a  nice  change  of  pace.  Videos  involve  a  longer  commitment  from  your  audience,  so  make  sure  they’re  good!      

2.   Images    Images  have  the  highest  engagement  rates  on  Facebook.  Share  images  of  your  products  and  services,  your  offline  locaEon,  projects  you  are  working  on,  even  grumpy  cats…if  you  can  relate  it  back  to  your  business.          

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5.   Quotes  or  Facts      Post  a  staEsEc  relevant  to  your  industry  or  a  quote  from  an  influencer  in  your  industry.  This  type  of  content  is  simple  for  the  reader  to  digest,  making  it  easier  for  them  to  act  on  the  message  via  a  Like,  comment,  or  share.    

4.   Ask  QuesMons    Facebook  is  about  offering  people  the  opportunity  to  engage  with  your  business.    You  can  ask  anything…simple  or  thought  provoking.    QuesEons  that  ask  WHERE,  WHEN  and  SHOULD  have  consistently  strong  engagement  levels.    

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6.   Locally  Relevant  News    You  don’t  have  to  be  the  local  news  channel  to  post  about  things  happening  in  your  town  or  city.    Keep  your  fans  engaged  by  being  a  resource  on  everything  interesEng  or  fun.  

7.   Blog  ArMcles      Blogging  can  be  extremely  helpful  in  not  only  engaging  your  Facebook  community,  but  helping  your  SEO  strategy.  A  blog  also  gives  you  a  reason  to  send  people  to  your  website  on  a  regular  basis.  

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WORD OF MOUTH MARKETING

Many  people  find  referrals  to  be  much  more  credible  than  adverEsements  and  if  you  can  get  other  people  to  generate  buzz  by  talking  about  your  product  or  service  publicly,  the  results  could  be  highly  profitable.      

Word  of  Mouth  MarkeEng  works  for  two  main  reasons.  First,  it’s  beOer  targeted.  We  are  highly  unlikely  to  tell  our  friends  about  something  in  which  they  are  not  interested.  Second,  it’s  more  persuasive  because  the  moEvaEon  of  our  friends  is  not  to  sell  us  something.  

Word  of  mouth  markeEng  success  could  happen  on  its  own.  But,  there  are  some  things  you  can  do  to  encourage  it.  

58%  of  Facebook  users  expect  offers,  or  promoEons  when  they  become  fans.      

Word-­‐of-­‐Mouth  MarkeEng  is  30x  more  effecEve  than  other  types  of  promoEons  

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1.   Target  Influencers    

Connect  with  leaders  and  influencers  in  your  space:  journalists,  public  figures,  bloggers,  or  even  trendse{ng  fans.  Make  a  list  of  influencers  that  appeal  to  your  key  demographic  and  make  sure  that  they  know  about  your  business.  Take  the  Eme  to  learn  about  them  and  why  they  are  influenEal,  then  open  up  a  dialogue  by  engaging  with  THEIR  content  in  ways  that  are  relevant  to  your  business.    

2.   Be  A  Thought    Leader    

Not  only  do  you  want  to  target  the  influencers  in  your  space…You  want  to  be  one!    Figure  out  what  makes  you  and  your  business  unique,  and  tell  people  about  it.    

3.   Build  Trust  The  success  of  Word  of  Mouth  markeEng  depends  on  customer’s  trust  of  the  brand.    You  have  to  earn  enough  merit  to  become  a  worthy  topic  of  conversaEon.    You  can  do  this  with  an  excepEonal  product  and  by  maintaining  integrity  across  online  pla|orms  (your  website,  social  media,  and  mobile).    

4.   UMlize  Customer  TesMmonials    

Encourage  customers  to  write  reviews  or  tesEmonials  and  publish  them  online.  PosiEve  and  in-­‐depth  reviews  could  help  you  intrigue  new  prospecEve  customers  into  trying  your  product  or  service.  

How  To  Increase  Your  Word-­‐Of-­‐Mouth  Marke;ng  

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BUILD A LOYAL COMMUNITY

275  likes,  328  Tweets,  101  Shares,  39  comments.    

Many  businesses  see  their  social  media  following  as  a  list,  a  database  or  a  host  of  numbers  without  any  acknowledgement  that  there  is  a  human  being  at  the  other  end.    If  your  goal  is  to  increase  sales  for  your  business  with  social  media,  you  need  to  develop  a  loyal  fan  base  that  will  begin  to  regard  you/  your  brand  as  a  leading  authority  and  best-­‐of-­‐breed  in  your  marketplace.  

Having  strategic  and  authenEc  interacEon  with  your  fans  is  the  key  to  your  success.    

 

   

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1.   Be  Personable    

When  markeEng  with  social  media  it  pays  to  remember  that  every  message  is  a  personal  communicaEon  between  you  and  them.  If  your  message  makes  people  feel  like  you  are  talking  exclusively  to  them  it  will  cement  the  relaEonship.    

2.   Tell  Stories    

Brands  or  individuals  that  have  been  successful  in  social  media  are  those  that  are  able  to  tell  the  best  stories  through  digital  means,  in  the  most  interesEng  ways.  

3.   Involve  the  Audience  Make  it  so  that  instead  of  just  reading,  people  actually  have  to  be  part  of  the  conversaEon  and  add  their  own  opinion  to  the  story.  

 

4.   MoMvate  Users  

Focus  on  what  your  audience  wants  and  why  they  are  following  you.  Is  it  because  they  think  that  you  can  give  them  great  advice  on  building  a  business?  If  it  is,  then  feed  them  exactly  that.    

5.   Be  A  Resource  People  primarily  use  social  media  because  they  are  searching  for  informaEon.  If  you  do  not  provide  the  answer  to  the  problem  directly,  then  point  the  person  in  the  direcEon  of  where  it  can  be  found.  People  will  remember  who  got  them  to  their  desEnaEon.  

 

6.   FREE  is  a  Good  Thing  Just  think  what  it  feels  like  when  you  get  something  for  nothing  and  how  that  makes  you  feel.  Wouldn’t  you  like  your  social  media  audience  to  feel  like  that?  

 

Tips  For  Building  a  Loyal  Community  

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How to Collect Leads Via Facebook and Mobile

CHAPTER 2

WHAT IS A LEAD? The  term  “lead”  can  vary  from  business  to  business;  however,  a  sales  lead  is  a  person  that  has  the  interest  and  authority  to  purchase  a  product  or  service.  

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Custom  Landing  Page  You  probably  have  some  sort  of  lead  generaEon  form  on  your  website,  whether  it’s  “Get  our  NewsleOer,”  “Contact  Us”  or  “Apply  Now.”  It’s  the  way  that  you  currently  collect  contact  info  for  potenEal  leads.  By  adding  a  welcome  tab  to  your  Facebook  page  you  can  introduce  visitors  to  your  business  and  facilitate  lead  capture.  Think  about  adding  a  “Contact  Us,”  “Book  Now”  or  “Subscribe”  funcEonality  to  capture  leads  without  sending  customers  away  from  Facebook.    Customized  landing  pages  convert  35%  of  page  visitors  to  fans,  while  accounts  without  customized  landing  pages  convert  only  19%.  

   

BUILD AN ENGAGING PRESENCE

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1.   Call  to  AcMon  Do  you  want  people  to  ‘like’  you,  join  your  mailing  list,  answer  a  quesEon?    Tell  them!    

2.   Address/  Hours  of  operaMon    Help  your  customers  find  you!  Incorporate  Google  Maps  and  provide  hours  of  operaEon.  

 

3.   Images/  Video    Photos  and  videos  give  your  Welcome  Tab  personality.  Show  off  photos  of  your  products  and  services  or  share  a  video  that  to  get  customers  acquainted  with  your  business.    

4.   Consumer  Reviews      

4.  Reviews  build  consumer  trust.    Add  links  to  your  profile  from  customer  review  sites  like  Yelp.  

5.   Lead  GeneraMon  Form  

A  contact  form  is  a  simple  way  to  generate  leads.  Fans  can  easily  input  their  informaEon,  allowing  you  to  follow  up  via  email.  

   6.   Social  Sharing  Bucons  

 Grow  your  business  on  Facebook  by  allowing  fans  to  spread  the  word  to  their  friends,  virally.    

7.   Business  DescripMon  Create  bulleted  lists  if  there  is  a  lot  of  content  to  read.  Make  it  short  with  easily  scanable  and    relevant  points.  

What  to  Include  on  Your  Welcome  Tab  

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Showcase  Or  Sell  Products/  Services    Create  a  store  within  Facebook  to  drive  customer  acquisiEon  (trial),  customer  loyalty  (re-­‐purchase),  customer  advocacy  (word  of  mouth),  and  improve  customer  experience    

But,  don’t  limit  your  store  to  selling.    Businesses  such  as  car  dealerships  or  real  estate  professionals  can  showcase  products  and  services  on  Facebook  to  drive  traffic  and  generate  leads.        

No  one  in  their  right  mind  is  going  to  purchase  a  car  or  a  house  on  Facebook,  yet  consumers  are  seeking  informaEon  about  your  business  via  Social  Media.    Provide  them  with  all  the  informaEon  necessary  to  make  purchasing  decisions  by  showcasing  your  car  inventory,  for  example,  and  collecEng  qualified  leads  from  interested  consumers.  

   

74%  of  consumers  rely  on  social  networks  to  guide  purchase  decisions    

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How  to  Create  a  Successful  Store  1.   Offer  Specialty  Items  

 

Although  you  can,  we  suggest  you  don’t  replicate  you  web-­‐store  in  Facebook.    Offer  something  exclusive,  new  and  compelling  that  customers  can’t  get  elsewhere    

2.   Exclusive  Discounts  for  Fans      

Harness  the  power  of  your  biggest  fans  and  by  offering  fan  exclusives.  UlEmately  they're  your  biggest  supporters,  so  it  pays  to  offer  them  something  special.  You'll  be  rewarded  as  they  spread  their  enthusiasm  to  their  friends.    

3.   Full  Payment  Processing      

Although  you  can,  we  suggest  you  don’t  replicate  you  web-­‐store  in  Facebook.    Offer  something  exclusive,  new  and  compelling  that  customers  can’t  get  elsewhere  

4.   IncenMvize  Consumers    

Coupons  have  a  built-­‐in  visual  appeal  and  an  innate  call  to  acEon.  A  coupon  with  a  limited  Eme  offer  adds  a  sense  of  urgency  in  a  customer’s  mind.  They  immediately  start  thinking  more  seriously  about  how  much  they  want  your  product  and  coupons  can  be  the  difference  between  a  customer  browsing  your  site  and  a  customer  making  an  immediate  purchase.    IncenEvize  fans  and  the  friends  of  fans  to  purchase  your  products  and  services.      

5.   AcMvely  promote  your  Store    

UElize  Facebook  AdverEsing  and  your  Facebook  Timeline  Page  to  promote  your  products,  promoEons  and  discounts  within  Facebook.    UElize  other  social  networks,  email  markeEng,  and  your  company  newsleOer  to  drive  addiEonal  traffic.  

   

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Go  Mobile    While  nearly  75%  of  users  prefer  a  mobile-­‐friendly  site,  96%  of  consumers  say  they've  encountered  sites  that  were  clearly  not  designed  for  mobile  devices.  This  is  both  a  big  problem  and  a  big  opportunity  for  companies  seeking  to  engage  with  mobile  users.    Mobile-­‐friendly  sites  turn  users  into  customers    

The  fastest  path  to  mobile  customers  is  through  a  mobile-­‐friendly  site.  If  your  site  offers  a  great  mobile  experience,  users  are  more  likely  to  make  a  purchase.  

1.  When  they  visited  a  mobile-­‐friendly  site,  74%  of  people  say  they're  more  likely  to  return  to  that  site  in  the  future  

2.  67%  of  mobile  users  say  that  when  they  visit  a  mobile-­‐friendly  site,  they're  more  likely  to  buy  a  site's  product  or  service  

 

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Not  having  a  mobile-­‐friendly  site  helps  your  compe;tors      

A  great  mobile  site  experience  is  becoming  increasingly  important,  and  users  are  more  likely  to  use  a  compeEtor’s  site  if  they  have  a  bad  mobile  experience.    

•  61%  of  users  said  that  if  they  didn't  find  what  they  were  looking  for  right  away  on  a  mobile  site,  they'd  quickly  move  on  to  another  site  

•  79%  of  people  who  don't  like  what  they  find  on  one  site  will  go  back  and  search  for  another  site  

•  50%  of  people  said  that  even  if  they  like  a  business,  they  will  use  them  less  o[en  if  the  website  isn't  mobile-­‐friendly    

   

Non-­‐mobile  friendly  sites  can  hurt  your  reputa;on  

 It  turns  out  that  you  can  lose  more  than  the  sale  with  a  bad  mobile  experience.  A  site  that's  not  designed  for  mobile  can  leave  users  feeling  frustrated,  and  these  negaEve  reacEons  translate  directly  to  the  brands  themselves    

•  48%  of  users  say  they  feel  frustrated  and  annoyed  when  they  get  to  a  site  that's  not  mobile-­‐friendly  

•  36%  said  they  felt  like  they've  wasted  their  Eme  by  visiEng  those  sites  

•  52%  of  users  said  that  a  bad  mobile  experience  made  them  less  likely  to  engage  with  a  company  

 

48%  said  that  if  a  site  didn't  work  well  on  their  smartphones,  it  made  them  feel  like  the  company  didn't  care  about  their  business    

   

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Without  adverEsing,  contests  don’t  get  entries,  coupons  don’t  get  redeemed  and  nobody  shows  up  to  get  a  free  cookie  at  your  bakery’s  grand  opening…but  did  you  know  that  for  every  dollar  spend  on  adverEsing  worldwide,  THREE  more  are  spent  on  promoEons?    Coupons  &  Deals    A  coupon  is  a  powerful  social  media  tool.  A[er  all,  the  biggest  reason  consumers  “like”  a  business  page  is  because  they  are  seeking  deals.    When  a  user  claims  a  Coupon  or  Deal  on  Facebook  or  mobile,  they  get  an  email  explaining  next  steps.  That’s  right,  email!      Coupons  and  deals  are  a  great  entry  into  the  personal  email  boxes  of  those  who  click  “Get  Offer.”  

   

OFFER INCENTIVES

58%  of  Facebook  users  expect  offers,  or  promoEons  when  they  become  fans.      

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1.   Write  Good  Copy    •  Make  sure  the  deal  is  worth  something  great.  The  best  headline  in  the  world  can’t  save  a  crappy  deal  

•  Play  around  with  the  wording  and  try  different  variaEons.  You  can  always  change  the  copy  on  any  deal  during  its  run  

•  Keep  it  short,  succinct  and  enEcing    

2.   Add  a  “Like”  Gate    With  Zibaba,  users  can  see  all  the  important  details  to  determine  whether  or  not  they  are  interested  in  a  coupon  or  deal,  but  in  order  to  claim  or  purchase  the  deal,  they  must  first  “like”  the  business  page  

How  to  Create  Coupons  That  Get  Claimed  &  Shared  

3.   Include  Sharing  Bucons    With  Zibaba,  users  can  see  all  the  important  details  to  determine  whether  or  not  they  are  interested  in  a  coupon  or  deal,  but  in  order  to  claim  or  purchase  the  deal,  they  must  first  “like”  the  business  page    

4.   AdverMse,  AdverMse,  AdverMse    Share  the  coupon  on  your  wall,  and  create  a  Facebook  ad  to  drive  traffic.    Include  a  link  to  the  coupon  in  your  email  blasts  and  newsleOers…even  create  a  QR  code  and  post  it  at  your  register  so  users  can  access  the  deal  from  your  offline  locaEon  

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Sweepstakes    CompeEEons  are  sEll  one  of  the  best  things  you  can  do  to  increase  page  ‘Likes,’  generate  leads,  and  gather  informaEon  on  potenEal  customers.      Many  different  types  of  businesses  can  benefit  from  Facebook  contests.  For  example,  if  you’re  a  web  designer,  you  can  offer  a  free  landing  page  design.  If  you’re  a  florist,  you  could  offer  a  “Fresh  Flowers  for  a  Month”  package.  If  you’re  a  car  dealership,  you  can  offer  free  winter  Eres.  When  people  enter  your  contest,  you  automaEcally  generate  a  list  of  potenEal  customers  that  you  can  market  to  in  the  future.  

82%  of  consumers  will  provide  personal  info  in  exchange  for  a  chance  to  win  

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1.   Follow  the  Rules    Plenty  of  contests  get  shut  down  because  whoever  is  hosEng  them  doesn’t  pay  aOenEon  to  Facebook’s  guidelines.  View  the  rules  here.      

2.   Use  an  ApplicaMon  like  Zibaba    Facebook  doesn’t  allow  businesses  or  brands  to  run  sweepstakes  unless  they  are  through  a  3rd  party  applicaEon.    Zibaba  will  help  you  setup  and  manage  your  next  sweepstakes,  so  you  can  start  generaEng  qualified  leads    

3.   Ask  for  the  right  info    Depending  on  your  business  you  will  require  different  informaEon;  maybe  you  need  to  know  where  they  live,  what  age  group  they  fit  into  or  something  more  specific.  

1.   Keep  it  simple    Think  about  what  info  is  mandatory  and  keep  it  simple.  The  more  quesEons  you  ask,  the  fewer  entries  you  will  get.  It  can  be  a  fine  balance  between  ge{ng  to  know  more  about  your  lead  and  pu{ng  them  off  completely.  We  suggest  sEcking  to  name,  email,  &  DOB    

2.   Choose  Your  Prizes  Wisely    Choose  a  prize  that  will  aOract  your  target  market.  We  suggest  giving  away  your  own  product  or  service,  to  avoid  ge{ng  entries  from  people  who  aren’t  interested  in  your  business.    Also,  make  sure  your  prize  targets  the  people  who’s  informaEon  you  are  seeking.  

How  to  Create  Successful  Sweepstakes  

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How to Advertise on Facebook & Mobile

CHAPTER 3

CreaEng  a  business  Page  on  Facebook  is  free;  however,  businesses  that  view  Facebook  as  a  free  markeEng  channel  are  missing  the  real  potenEal.  You  can  post  great  content  on  your  page  but  it  will  have  to  compete  for  aOenEon  in  a  user’s  busy  Newsfeed.    To  make  your  business  compeEEve,  you  must  pay  for  adverEsing.    

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Facebook  VS  Google    At  first  glance,  Facebook  adverEsing  looks  a  lot  like  paid  search  engine  markeEng  (Google).    

   

 

 Narrowed  Focus!  Facebook  

On  Facebook,  targeEng  opEons  allow  you  to  filter  users  based  on  interests,  demographic  and  geography.  Only  users  you  have  profiled  will  see  your  ads      

 

Search  Terms!  Google  

Google  doesn’t  trigger  ads  based  on  what  users  “Like”.    Instead,  search  terms  typed  by  users  trigger  relevant  ads.  Ads  are  shown  on  pages  with  related  content.  

 

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How  Much  Does  it  Cost?    The  great  thing  about  Facebook  is  you  can  work  with  very  small  budgets.    For  a  mere  $25/  month  you  can  promote  your  posts,  drive  traffic  to  your  products,  deals  and  sweepstakes…even  your  website  or  offline  events.    The  more  budget  you  provide,  the  beOer  your  exposure  and  results.    You  bid  on  the  price  you  are  willing  to  pay  to  have  your  ad  shown,  and  then  you  are  charged  in  either  one  of  three  ways:    

1.   Cost-­‐Per-­‐Click  (CPC)    CPC  stands  for  cost  per  click.  If  you  are  paying  for  clicks,  you’ll  be  charged  each  Eme  someone  clicks  on  your  ad.    When  you  pay  for  clicks,  your  ad  will  be  shown  to  the  people  who  are  most  likely  to  click  on  your  ad,  but  who  may  be  unlikely  to  take  any  other  acEon  such  as  liking  your  Page,  engaging  with  a      

   

1.  Page  post,  installing  your  app,  using  your  app  or  joining  your  event.    

2.   Cost-­‐Per-­‐AcMon  (CPA)    CPA  allows  adverEsers  to  specify  a  bid  amount  for  an  acEon  or  conversion  (e.g.,  page  like)  and  get  charged  by  the  amount  of  conversions  that  they  get    

3.   Cost-­‐Per-­‐Mile  (CPM)    CPM  stands  for  cost  per  1,000  impressions.  This  means  you’ll  pay  when  people  see  your  ad.  When  you  set  up  your  ad,  your  impressions  will  be  opEmized  so  your  ad  shows  to  people  who  are  most  likely  to  help  you  reach  your  goal.  For  example,  if  your  goal  is  to  get  more  people  to  like  your  Page,  your  ad  will  be  shown  to  people  in  your  target  audience  who  are  most  likely  to  also  like  your  Page.    

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Why  Small  Businesses  Should  AdverMse  on  Facebook    

The  average  online  reach  for  narrowly  targeted  campaigns  online  is  27%  accurate;  average  narrowly  targeted  campaign  accuracy  on  Facebook  is  91%.  

   

1.   Easy  to  Setup  and  Monitor  

You  can  set  up  your  account  and  be  creaEng  ads  within  5  minutes.  

 

2.   EffecMve  Targeted  AdverMsing  Facebook  ads  allow  you  to  target  exactly  the  audience  you  want  to  reach.  If  you  want  to  reach  college  students  in  a  specific  city,  you  can.  With  the  right  targeEng,  your  ads  will  be  shown  to  the  people  most  interested  in  your  products  and  services.  

 

   

   

3.   Cost-­‐EffecMve  AdverMsing  Facebook  ads  will  cost  you  around  $1-­‐$2  for  very  click.  This  number  is  for  the  most  expensive  ads  and  as  you  narrow  down  the  focus  of  your  ad,  the  cost  will  decrease  substanEally.  The  cost  per  lead  becomes  very  affordable  even  for  a  small  business  that  is  Eght  on  cash.  

 

4.   Social  Proof  You  might  be  used  to  purchasing  both  ads  and  Sponsored  Stories  together  to  get  the  social  proof  boost  you  were  looking  for.  Facebook  will  be  automaEcally  adding  social  context  to  ads  now  to  help  streamline  ad  creaEon  and  improve  performance.        

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What  kinds  of  Ads  Can  I  Run  on  Facebook?    If  you’ve  been  on  Facebook  lately,  you’ve  no  doubt  come  across  some  form  of  adverEsing.  You  may  be  less  familiar,  however,  with  the  different  types  of  Facebook  adverEsing  opEons.    

 You  can  create  and  publish  all  types  of  ads,  either  through  Facebook’s  self-­‐service  interface  or  through  a  cerEfied  ads  API  developer  such  as  Zibaba  -­‐  if  you  need  a  more  comprehensive  tool  for  managing  your  Facebook  adverEsing.  Here's  a  short  overview  of  each  of  the  Facebook  ad  opEons  available.    

   

         1.   External  Website  (Standard)  Ads  

 External  Website,  or  Standard  Ads,  are  Facebook’s  tradiEonal  ad  opEon.  These  ads  are  usually  found  along  the  right-­‐hand  side  of  the  page  and  are  designed  to  drive  traffic  offsite.  

 

   

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3.   Page  Post  Ads    Page  Post  Ads  are  primarily  used  to  promote  Pages  and  drive  engagement.  With  these  ads,  you  can  take  something  you’ve  added  to  your  Facebook  Page  —  whether  it  be  a  photo,  link,  video,  event,  quesEon,  or  text  update  —  and  turn  that  content  into  an  ad.    Non-­‐fans  who  see  the  ad  will  have  an  opportunity  to  Like  your  Page  directly  from  the  ad.  ExisEng  fans  will  see  a  Sponsored  Story  that  displays  their  friends  who  have  already  connected  with  your  Page.    

2.   Facebook  Object  (Like)  Ads    Facebook  Object,  or  Like  Ads,  are  similar  to  Standard  Ads,  but  are  designed  to  drive  traffic  to  a  Facebook  Page,  App,  or  Event.  They  look  idenEcal  to  Standard  Ads,  except  that  the  Etle  will  always  be  the  name  of  the  Page,  App,  or  Event  you’re  adverEsing.  

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5.   Sponsored  Stories    Sponsored  Stories  are  the  most  interacEve  and  organic  of  all  the  ad  types  because  they  highlight  acEons  taken  by  fans  on  your  Page.  There  are  several  different  types  of  acEons  you  can  turn  into  a  Sponsored  Story:  

4.   Promoted  Posts    Promoted  Posts  allow  you  promote  anything  you  can  create  through  the  sharing  tool:  status  updates,  photos,  videos,  Offers,  and  quesEons.  These  are  ideal  for  mobile  impressions  since  the  ads  appear  in  News  Feeds  and  not  the  right-­‐hand  column.    

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•  Page  Likes:  Displays  when  a  friend  Likes  your  Page,  and  includes  a  thumbnail  of  your  Page’s  profile  picture  and  a  Like  buOon.    

•  Page  Post  Likes:  Displays  when  a  friend  Likes  a  specific  post  from  your  Page,  and  includes  that  post.    

•  Page  Post  Comments:  Displays  when  a  friend  leaves  a  comment  on  a  specific  post,  and  includes  the  comment  as  well  as  a  link  to  that  post.    

•  App  Used/Game  Played:  Displays  when  a  friend  uses  an  app  or  plays  a  game,  and  includes  a  thumbnail  of  the  app/game  as  well  as  an  opEon  to  play.  

•  App  Shared:  Displays  when  a  friend  shares  a  story  about  your  app  and  includes  a  thumbnail  of  the  app  as  well  as  a  descripEon.    

•  Check-­‐Ins:  Displays  when  a  friend  checks  in  at  a  locaEon,  and  includes  a  thumbnail  of  his  or  her  profile  picture  as  well  as  the  comment  made  upon  check  in.    

•  Domain:  Displays  when  a  friend  Likes  an  item  outside  of  Facebook,  and  includes  a  thumbnail  of  the  Liked  item  and  link  to  offsite  desEnaEon.    

•  Event  Joined:  Displays  when  a  friend  RSVPs  to  an  event,  and  includes  the  thumbnail  and  link  to  the  event.  

Kinds  of  Sponsored  Stories  

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How to Analyze Your Results on Facebook & Mobile

CHAPTER 4 You’ve  wriOen  awesome  Facebook  posts,  published  engaging  landing  pages,  created  eye-­‐catching  incenEves,  drove  targeted  traffic…now  it’s  Eme  to  make  sure  everything  you’re  doing  is  working  to  generate  more  customers.    

   

Analyzing  your  data  allows  you  to  understand  which  products,  offers,  and  ads  are  producing  the  best  results,  and  which  ones  are  falling  short.  This  will  allow  you  to  alter  your  posts  and  offers  in  order  to  get  the  most  effecEve  results.  As  a  marketer,  analyEcs  will  also  help  you  determine  your  ROI  and  prove  that  Facebook  is  having  a  posiEve  impact  on  your  business.  

 

 

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Facebook  Insights  allow  you  to  see  the  analyEcs  behind  the  engagement  on  your  page.  You  can  measure  likes,  reach,  the  number  of  people  talking  about  your  page,  and  the  number  of  check-­‐ins  at  your  business.  You  can  also  look  at  the  engagement  levels  of  each  individual  post.    How  many  people  did  each  post  reach,  how  many  people  are  talking  about  it,  and  how  viral  is  it?      You’ll  find  demographics  of  your  fans,  which  can  teach  you  about  your  audience  and  help  tailor  your  content.  You’re  able  to  see  fans  by  age  and  gender  and    geographic  locaEon.  Not  only  can  you  look  at  this  data  for  people  who  have  had  liked  your  page,  but  for  the  people  who  saw  your  page,  talked  about  your  page,  or  checked-­‐in  to  your  establishment.  The  new  dashboard  is  broken  up  into  four  main  secEons:  Overview,  Page,  Posts  and  People.  Let's  take  a  deeper  look  at  each  of  these.  

 

 

FACEBOOK INSIGHTS

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Page  The  Page  secEon  is  filled  with  informaEon  about  how  your  fan  base  has  grown  and  how  people  are  connecEng  with  your  Page.      

1.   Page  Likes    Includes  informaEon  about  your  Page’s  Likes  including  total  Likes,  Net  Likes  and  Where  Your  Likes  Came  From.  This  informaEon  is  great  for  understanding  how  your  community  grows  and  where  the  growth  comes  from.  

2.   Post  Reach    This  secEon  digs  deeper  into  your  content’s  reach  and  the  acEons  that  influence  it.  Here  you  will  find  Overall  Reach,  Engagement  AcEons  that  Influence  Reach  and  NegaEve  Engagements  such  as  Hide,  Report  as  Spam  and  Unlikes.    

 

3.   Page  Visits    This  secEon  shows  you  informaEon  about  which  areas  of  your  page  get  viewed  the  most  including  includes  Page  Tabs.  There  is  also  a  nice  graph,  which  outlines  the  number  of  Emes  that  people  came  to  your  Page  from  outside  of  Facebook.    

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Posts  Facebook  provides  you  with  informaEon  about  All  Posts,  When  Your  Fans  Are  Online  and  Best  Post  Types.      

1.   All  Posts  Here  you  will  find  the  basic  breakdown  of  all  of  your  Page’s  posts.  The  data  points  include  Reach,  Post  Clicks,  and  Engagements.  

2.   When  Your  Fans  Are  Online  

This  graph  shows  you  when  your  fans  are  online,  helping  you  determine  when  the  best  Eme  to  post  your  content.  This  proves  that  there  is  no  magic  standard  and  opEmal  posEng  Emes  are  unique  to  each  page.  

 

3.   Best  Post  Types  Want  to  know  the  success  of  the  different  post  types?  Now  you  can!  This  secEon  shows  data  based  on  average  reach  and  engagement.  

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People  This  secEon  allows  you  to  compare  the  demographics  of  people  who  have  Liked  your  Page  with  the  overall  demographics  of  Facebook’s  total  populaEon.    The  data  here  is  split  up  into  3  parts:    

1.   Your  Fans  Demographic  data  including  Age,  Gender,  LocaEon  and  Language.  

2.   People  Reached  Demographics  of  the  people  who  saw  your  content  compared  with  the  rest  of  your  Fans.  

 

3.   People  Engaged  InformaEon  about  the  demographics  of  the  people  who  engaged  with  your  posts  compared  with  the  overall  demographics  of  your  Fans.  

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•  Build  a  custom  Welcome  Tab  

•  Sell  OR  showcase  products  •  Create  a  mobile  site  in  minutes  

•  Offer  daily  deals,  coupons  &  vouchers  •  Run  Sweepstakes  &  Contests  •  Manage  Facebook  &  TwiOer  Content  

•  Boost  your  fanbase  with  Facebook  ads  •  Analyze  &  opEmize  campaigns.  

 

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