The Power of Facebook: Turning Fans Into Paying Customer
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Transcript of The Power of Facebook: Turning Fans Into Paying Customer
What are we covering today? How to maximize your Facebook
marketing Keys to engagement Promoting your brands BEST material Key reporting metrics Turning Fans into paying customers
Facebook Advertising Content Creation Tools
4 Keys to Planning a Campaign 1. Social Listening and Building Your
Community 2. Building Anticipation The Big Reveal 3. Offer Promotions 4. Release Case Studies, Testimonials,
Specials
Maximizing Exposure of a Facebook Campaign
Make sure all of your posts: Add value to your audience Help build your community
You want to make the sharer look good to their audience Don’t use more than 2-3 hashtags (#) per
post Don’t use hashtags (#) at the beginning of
a post Recommend having a dedicated content
creator who can post and respond to comments
Maximizing Exposure Contd.
To gain maximum organic reach: Don’t be afraid to post outside business hours LISTEN to what people are saying about your
brand EXPERIMENT!!!!
Frequency, Time of Day, Day of Week, Post Type (text, video, specials, events, milestones, new cover image etc.)
120 characters is optimal on all platforms Mention your fans in posts (tag, @, +name) Keep mobile in mind
They don’t see a sidebar in Facebook!
It’s About Your Audience, not YOU! Where are the places you have an online
audience? Let ALL of them know about your social
presence Limit self promotion (ie. Like Us on
Facebook) Drive traffic to a specific Facebook post
rather than your page in general Say “Join the Discussion” rather than using anotherself promotion
It Pays to Use Facebook Ads! “ Ads are as relevant and timely as the
content your friends share with you” – Zuckerberg
Types of Facebook Ads
Types of Facebook Ads Page Post Engagement
(glorified boosted post) Page Likes Clicks to Website Website Conversions
Budgets will vary by client and campaign goal
The Power Editor is your best friend!!! (no joke) Custom Audiences =
Better Targeting = Higher Quality
The Wide World of Facebook Advertising
Facebook Boosted Posts Allows a particular
post to be seen by a larger audience by paying to promote it
Use Power Editor to create ads
Frequency depends on your audience BUT…don’t be afraid
to experiment
What Metrics Does Facebook Measure?
Metrics for Boosted Posts are the same as Ads Top Metrics:
Ad Spend (by post or ad set) Ad Results Reach Frequency Clicks Click Through Rate
Advanced Metrics: Ad Placement Performance Demographics (Age + Gender) “Unique” Metrics
So, What Metrics Really Matter?
“Stop focusing on page likes and people talking about that.” –Mari Smith
Metrics to Follow: Traffic to Website Growth of email list/opt in subscriptions SEO Click Through Rate Revenue Generated (ROI in our case) Increased Ad Performance Increase in Positive Reviews
Your Brand vs. Facebook Ads Target Your Customers
Use Custom Audiences to drive traffic to your site Facebook will build an ideal audience FOR you
Facebook vs. Google Analytics GA will only tell you direct referral traffic Facebook can tell you who converted with in a date
range Ad Placement
The sidebar won’t provide as many conversions as the newsfeed…that’s OK
Mobile newsfeed ads are the MOST expensive in terms of cost per click
Content Creation Tools
Contentgems.com Monitors 200,000+ news sites, blogs and
social media accounts and sorts content by keywords you enter
Feedly.com Follow RSS feeds and sort them into
content categories Spundge.com
Sorts articles into main topic areas to peruse
Paper.li Create a personalized online newspaper
Part 1: Key Takeaways
Don’t be afraid to experiment with your strategy
Every business is different; there is no cookie cutter strategy that works for EVERYONE
Talk WITH your audience, not AT them 92% of marketers say social media
increased their brand exposure in 2013 YOU NEED TO BE ON IT!!!
It’s not always about fans and followers; it’s about how you can make them turn into business