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We know why Facebook – Numbers!
1.1 billion + users Average users spend 21 minutes on FB
and have 130 friends! The key is to attempt to trigger the ripple
effect … WOM on STEROIDS!Capture the attention of your initial targets
and generate shareshttp://fb-308.todaysviralposts.com/secrets
Cross Promotions Algorithms constantly modified to “improve” your experience
… irrelevant posts reduced. How do you combat this?
Design a Company Fan Page Fans will definitely see your posts
The more you post, the more
Tie in News Stories of Interest that encourage FB postings from original site http://www.dailymail.co.uk/tvshowbiz/article-3243145/Daniel-Craig
-treats-beautiful-bystander-action-packed-boat-ride-Bond-new-advert-Spectre.html
Future Proof Your Corporate Page Constant updates to the algorithms change the basic
approaches businesses can use to increase likes, generate hits/click thrus and be more visible.
FB offers paid advertising approaches that will help boost posts and generate addition “LIKES” for your page. To date the advertising approaches have not resulted in
excessive clutter.
Boost and increase likes earlier vs. later to avoid additional costs
Targeting FB users build an incredible profile of themselves (often unwittingly) that can
be accessed
FB enables users to target (via paid approaches) segments very effectively
Demographics
Age
Gender
Education
Geographics
Location/proximity
Psychographics
Interests, travel
Behavioristics
Purchase behavior
Mobile use vs. desktop
OBJECTIVE – higher conversions through effective targeting
Facebook Setup – page construction Create your business page Categorize your business
Remember this will impact who finds you through searches!
Customize your url – you can only change your unique address once and make sure it matches your page
Facebook.com/opbs
Profile picture FIRST IMPRESSIONS!
Invite people to LIKE your page … when it is ready! Be active, post pictures, links, etc. of interest to the
targeted consumer
Dead and inactive pages are a lost opportunity
Page Setup Advertising
It is content dependent
Spending $ effectively is the goal
Sufficient content, photos, video, posts are necessary to generate “shares”
Generating “likes”
Share a link to groups you are members of on FB
Add a “like’ button to your website and share consistently with people you know
Invite business contacts to visit and ‘like’ your page
High quality images, contents, videos or tutorials
Have clear objectives and implement them with telling people what you want them to know about your business and industry
back it up with research and stats
Make sure your website, email signature LINK to your fb fan page
Tag the fan page so it will appear on your friends pages
@fan page
Generating Likes
Master how to target fans based on their interests, demos, location
Leverage existing traffic on your website to increase like and generate social media publicity Use the social media icons
in prominent places on the homepage
Be consistent with timing of posts – you can arrange this in advance and does not require daily monitoring
Use FB groups for greater engagement and discussion Hobby groups
Ex: our company – amputee coalition
Last resort – PAY! CAN INCREASE THE
SPEED OF SUCCESS!
Call to ActionBe specific with your “Call to Action” and request people “like” your page
Pin a post with a call to action
Set up a “landing tab”
Use high quality and interesting images and content to generate shares and additional likes
customer photos, office shots, tutorials
How Powerful is a FB Advertisement?
Online ads reach 27% of their intended audiences Banner ads, button ads
FB ads can reach as high as 90% of their intended audiences!
IMPACT – sales generation, likes, product trials may not immediately occur It is all dependent on the
effectiveness of your targeting approach
Remarketing Advertising to
individuals that have already indicated an interest in your products and services via visiting your website OR people who have searched similar products
Why “remarket” to this group? You can customize your
ads to send specific messages
Increase conversions
Costs stay low and affordable by spending less to target a narrower group that is a more receptive segment!
Remarketing Costs and Benefits Reduced cost per
click relative to search engine options Search engine users
are actively seeking this product category
FB users are not actively “searching” for products (on social media)
Pull (SEO) vs. Push marketing
By using FB to target individuals that have visited your website but have not converted (purchased), the business keeps costs low, yet maximizes potential customer acquisition Ad must contain new
information or offer to result in a “click thru’
BTW … what is cost per acquisition The marketing expense of
bringing converting the target market to a paying customer
Upsells and Brand Loyalty
It is not necessary to limit all of your advertising to prospects that have not converted. Use some ads to target current and
prospective customers to encourage dialogue
Current customers may click thru to the website from the reminder and be available for Upsells or Replacement/Additional product purchases
Common Concerns about FB Advertising
How does FB make money on Advertising because many people never click thru … Despite the fact that many people don’t actively click
thru, FB ads are working. Sponsored ads and messages are changing behavior! Studies have shown that FB ads impact behavior … without click thrus!
Research shows that people respond to FB ads much like television advertising, so instead of stealing from Google ads, FB ads could potentially enhance the decline of network/cable advertising!
70% of FB ads show a 3x or better ROI (got back 3x the investment in sales); more than half got better than 5x ROI