ramp up facebook results & roi
TRANSCRIPT
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
How To Ramp Up YourFACEBOOK RESULTS & ROI
with@MariSmith
#CisionWebinar
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Facebook Boost Your Business
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
2015 Facebook #fbboost• 40 million active small business
Pages• 2 million active advertisers• 16 featured success stories!
– Facebook & Instagram• Over 200x 1:1 consults• Best practices from
the ‘Facebook universe’
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Social Revolution• Facebook is disrupting:
– TELEVISION: • Larger than any TV network
– VIDEO: • Overtaking YouTube
– SEARCH: • Social referrals now outnumber search
– EMAIL: • Messenger app
– COMMERCE• Buy button
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Pop Quiz• What percentage of people actually
see your Tweets or Facebook posts?– Tweet = < 2% of your following– Facebook post = average 4%
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Seeing your content
Not seeing your content1-4%
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Declining Reach• Success on Facebook requires a
PLAN!
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#1: CRAFT YOUR COMPELLING CONTENT PLAN
• #1 problem business owners face• Use an editorial calendar
– http://bit.ly/SM_calendar • Drop content types into 3 ‘buckets’• Be sure to repurpose• Create + Curate (OPC)
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Inform Entertain CTA
3 Content ‘Buckets’
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Create vs. Curate• Your own content:
– Take one piece of content & repurpose• Blog post, slides, infographic, video, audio,
images• LINK posts – make sure you have the proper
Facebook image preview 1200x627– See this WP Plugin: http://bit.ly/fbWPplugin
• OPC: other people’s content:– Become a master curator!
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Content is KING• Get inspiration from media
companies• Facebook is a publishing platform• Instant Articles
– Media companies publish content ON Facebook– FAST loading (10x) – Highly engaging,
keep eyeballs
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Focus on VISUAL• Our brains can identify images in 13 milliseconds!• Posts with images have 2.3x more engagement
(BuzzSumo analyzed 100M Facebook updates)
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Your Audience is VISUAL• 65% of your audience are visual learners
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Content Types1. Video2. Status3. Link4. Photo
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• Most all ads are LINK posts.• VIDEO ads are the next
trend.
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Facebook Live
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Photos, Videos, Links• Top brands have all but abandoned
status updates for VISUAL MEDIA and LINKS.
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#2 EMBRACE STORYTELLING
• Sven – Jelly Skateboards
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Example: The Herbivorous Butcher• Brother & sister• Kale & Aubry
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“Our goal is to reach a point
where ads are as relevant and
timely as the content your
friends share with you.”
~Mark Zuckerberg
Photo credit: bkmag
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More Examples• Suja Juice• Chef’s Roll• Tri-Swim Coach• The Patchery• Greenwich Vintage• The Peach Truck• Fire Pit Art• Parachute Media
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8 Facebook Stats1. Posts on Sunday = 52.9% more interactions 2. Posts 10–11pm EST = 88% more interactions3. Image posts = 179% more interactions4. Videos = most shared (89.5 average shares)5. End with a question = 162% more interactions6. Posts with 150-200 characters = 238.75 shares7. Link to long form content = 40% more
interactions8. Posts via 3rd party app = 89.5% less
engagement22
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Native vs. 3rd Party Tool?• The data does not mean using a tool
lessens engagement. Lower engagement may result from:– people creating less engaging content via a
tool– cross-posting from other platforms, e.g. Twitter– not optimizing images for Facebook– scheduling posts after a story is
relevant– users don’t want to engage with
posts that look automated23
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Free Tool • Analyze Facebook post performance
on any Page
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#3: INTEGRATE PAID CAMPAIGNS• “Facebook ads don’t work”
– People complain – tried and failed• So many SMBs trained to ‘just try it’• BUT…
– User error!– Unclear message?– Confusing landing page?– Wrong target, or too wide?
• KEY = education!
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Example Objectives• Use Facebook ads to:
– Build your email list– Launch a new product– Drive traffic to your website– Increase online sales– Drive in-store sales– Improve customer service– Build brand awareness– Improve engagement
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Include clear CTAs• Call-to-action• Social CTA
– to increase engagement ON Facebook• Sales/sign up CTA
– drive fans off Facebook
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#4 USE ‘FRAME OF MIND’ MARKETING
• Google = “search mode”– PROBLEM SOLUTION
• Facebook = “social mode”– CONNECT, SOCIALIZE
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EXAMPLE: Create 6-Figure Courses
See: http://bit.ly/6figcourse
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Jeanine Blackwell: Create 6-Figure Courses
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What worked?• Well targeted• Highly relevant• Inviting image• Attractive, compelling ad
– Asked question– Offered something for free
• Great offer• Excellent landing page• Frame of mind marketing
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#5 – TARGET THE RIGHT AUDIENCE
• HUGE variety of targeting options– Your own fanbase,
+ their friends– OPF
(other people’s fans)
Image: AdEspresso.com
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Custom Audiences• Custom audiences
– Your own database • Upload your email list, in segments• Exclusion audiences
– Your own website traffic• Specific pages
– Lookalike audience• Sweet spot: target 10%
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#6: USE PIXELS TO TRACK & MEASURE
• “Over 90% of Fortune 500 companies are not doing Facebook ads right!” @mixpo
Source: Mixpo.com
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Hey John!
Take us for a
test drive!
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#7: BE PEOPLE-CENTRIC• People-focused both ways:
– Weave more of YOU & your personal story into your content
– Provide exemplary customer care• FASTEST response time wins
– Warm, personal, human– Use first names– @ tag
• Surprise and delight– Think outside the box
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Mari says…Content is King, but engagement is Queen and she rules the house!
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Response Time
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• Respond to 90% of messages• Maintain median response time of 5 minutes
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SERVICE is the new social• US Companies Rank Among Worst
Globally in Social Customer Care– Facebook, US = #23 out of 24 countries– Twitter, US = #33 out of 37 countries
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Getting Your Content Seen
• A recent study by Heinz Marketing estimates that 60-70% of content on a B2B company website goes unseen.
• Epic content is not enough, it needs AMPLIFICATION– “the real power only comes to
those who can create content that connects, engages, and moves through the network through social sharing.”~ Mark W. Schaefer 42
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Organic Reach
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Organic Facebook Reach Tips
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1. Post more native VIDEO2. Mix up post TYPES3. Test post LENGTH4. Test posting outside business HOURS5. Mix up frequency—try posting LESS often!6. Include @ TAGS of other Pages7. REPOST popular posts8. Pre-select target AUDIENCE (post-gate)9. Drive traffic from other sources10.EMBED posts and videos on your blog
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4x Your News Feed Visibility• Personal Profile?
1. Friends2. Followers
• Business Page3. Fans (Likes)
• Groups4. 100% reach?
• Edit News Feed Settings• Create Interest Lists
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Grow Your Business with Special Promo Pages!
22Mari.com Hangoutson Facebook!
Facebook Approved Technology
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Strategic Content Plan• Use an editorial calendar• Post compelling stories &
customer experiences– Tell your brand’s story– Gather customer stories
• Provide exemplary social customer service• Encourage people to visit your website• Build your Website Custom Audiences
– Using the retargeting pixel• Amplify content
– Paid promotions: increase engagement + conversions• Repurpose content
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Biggest SMB Challenges?
– How to create CONTENT?– How to KEEP UP?– Where to FOCUS?– What to DELEGATE?– Organic vs. PAID?– How to measure ROI?
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Connect with Mari on these sites:Facebook Page: www.facebook.com/marismith
Facebook Profile: www.facebook.com/maris Twitter: @marismith
Instagram @mari_smith LinkedIn: www.linkedin.com/in/marismith
Web: www.marismith.com