Getting Customers from Facebook

Build a Facebook following and then convert

that following into sales

“Marketing is getting people who have a specific need or problem to know, like, and trust you.”

John Jantsch, Duct Tape Marketing

Agenda

● What is social media and why it works

● Four Principles of social media marketing

● Personal Profile vs Page vs Groups

● Customizing your page

● What to post

● Insights

● Facebook Advertising

Traditional (old) media & marketing

Social (new) Media

What is Social Media?

• Networking via the internet instead of in person

• Building relationships with individuals

Why Does Social Media Marketing Work?

The old marketing adage the Rule of Seven

Why Does Social Media Marketing Work?

• Give people the chance to get to know, like and trust you.

• Should be part of an overall marketing plan

Social Media Marketing Stats

● Canadians spend more time online than anybody else – average of 45.3 hrs/month

● About 46% of people use social media when making a purchase decision

● 90% of consumers find custom content useful. 78% believe organizations providing custom content are interested in building good relationships with them.

Four Principles of Social Networking

• Forget about the technology and remember you are connecting with people. • Never say or do anything online you wouldn’t

say or do in person or by phone

• Treat others how you want to be treated

• Basic networking rules apply

Four Principles of Social Networking

• Focus on “know-like-trust” factor• Give people a chance to know who you are as a

business and as a person

• Showcase your knowledge and expertise

• Relationship first, selling second

• Be helpful and genuine

• Share the love

Four Principles of Social Networking

• Make sure your social media brand matches your overall business brand.• If you wouldn’t show up in shorts & a

t-shirt to meet your client, don’t wear that in your profile photo

• Be crystal clear about your Unique Selling Proposition (USP)

• Build trust by being consistent across all marketing media

Four Principles of Social Networking

• Have Goals – Know How To Measure Success - you may have more than one• Number of followers?

• Increased sales?

• Increased traffic on your website?

• Number of new threads, conversations or comments?

• Make one of your goals to get people to your website or onto your email list

• Launched February 2004

• More than 1.15 billion users

• 699 million users log in at least once each day

• 70% of users access Facebook on their mobile device

• Owns Instagram & WhatsApp

Marketing with Facebook

Three main ways to use Facebook:

• Personal Profile

• A Group

• A Page

Groups vs Pages

Groups• No Google/SEO

• Linked to your profile

• No Custom URLs

• More control over who joins

• Less customizable

• All posts show up on the Group’s timeline

Pages• Fully indexed by Google

• Choose if linked to profile

• Custom URL

• Anyone can “Like”

• More customizable

• Other people’s posts don’t appear in the main timeline

When designing your Facebook page cover and thumbnail think about how they’ll look on a desktop and mobile device. Use inspiration from other pages.

Notice the consistent use of colour in all the images on this page - great branding

The images for the tabs are eye-catching

Change your cover photo to promote events, new products or news. Your thumbnail should rarely change.

How does your thumbnail photo look in the newsfeed or on a mobile device?

Have a “call to action” in your cover photo then include a link in the photo description

Adding Custom Tabs

https://apps.facebook.com/static_html_plus/

Adding Custom Tabs

The Static HTML app includes videos with instructions to help you through

Adding Custom Tabs

Like-gate your tabs

https://apps.facebook.com/static_html_plus/

Adding Custom Tabs

https://apps.facebook.com/static_html_plus/

https://www.facebook.com/business/news/A-Streamlined-Look-for-Pages

Coming so

on

What to post on Facebook

What to post on Facebook

What to post on Facebook

Graph search can help you topics that interest your fans. It can also tell you what other pages they like.

Use this information to decide what types of content to post and even where to advertise.

What to post on Facebook

What to post on Facebook

Adding a “call to action” can increase engagement. Keep your CTA simple.

“Click LIKE if you agree” is good.

“Tell us how the federal government can fix the economy” is bad. It’s too time consuming to answer so most people won’t.

What to post on Facebook

● Create a list of topics - at least 10○ 6 or 7 should be related to your niche

■ When posting about your niche, don’t just talk about your business. Share news, photos and information that is interesting

○ 3 or 4 should be other topics from graph search● Don’t be afraid to get personal● Mix up content - photos, links, videos, comments● Occasionally post promotional posts● Several times a day - 2 to 5 times a day

What to post on Facebook

● Batch creation - spend a chunk of time once a week to create your posts

● Post-date updates● Reply to comments

in real time if possible.

Insights

● Use Facebook Insights to monitor your activity● Use it to measure if you’re achieving your goals,

what types of content are creating engagement, who is connecting to you.

Facebook Advertising

Facebook Advertising

Facebook Advertising

Facebook Advertising

Keys to success with Facebook advertising:

• Target Your ads – age, gender, location, marital status, interests, other keywords.

• Images attract attention

• Test. Test. Test.

• Monitor results

• Use info for next campaign

Time Saving Tips

● Don’t try everything

● Schedule time

● Create multiple posts at once

● Use a tool like Hootsuite.com or Bufferapp.com to manage your social media

● Repurpose content

● Use Feedly.com to find things to share

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