DELIVER - Equinet Academy · Digital Funnel (Objectives + Content) Website Optimization Social...
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DELIVER
Transcript of DELIVER - Equinet Academy · Digital Funnel (Objectives + Content) Website Optimization Social...
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
Walkthrough of Facebook Ads Tool
#1 Facebook Advertising Objectives
Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html
#2 Target Audience
#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 image and 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
Highlight Benefits Upfront
https://adespresso.com/academy/blog/12-irresistible-facebook-ad-ideas-to-kickstart-2017/
Check for 20% Text Rule
http://www.social-contests.com/check-image/
Maintain Good Ad Scent
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
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
TOP
OF
FUN
NEL
(T
OF
U)
Why Promotions + Offers?• Increase awareness and engagement
• Generate leads through a LEAD MAGNET
• Increase participation
• Drive conversion and purchase
• Encourage social sharing and WOM
LATEST: Avoid Engagement Baiting
https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/
LATEST: Avoid Engagement Baiting
https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/
LATEST: Avoid Engagement Baiting
https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/
“Posts that use this tactic will be shown less in News Feed.
Additionally, over the coming weeks, we will begin implementing stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed.” – Facebook
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)
Example from Brendon Burchard
https://www.facebook.com/brendonburchardfan/videos/10214155312977123/?hc_ref=ARTsAH0qVjTXaMaRe1x5rgj6sfnMeoq6-15mTavKG6ccrHIY0Bt7SxxfjLBAkrud0dk
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.
