Facebook Marketing Fast Start Package. FB Pages + FB Ads = More Leads, Customers and Business

Transcription

1 Facebook Marketing Fast Start Package 1 FB Pages + FB Ads = More Leads, Customers and Business Facebook Marketing Fast Start Package Version R -November 2015

2 2 Facebook Advertising Overview

3 Confused? Hope For The Best? Of 3 Course Not, You Just Need A

4 4 Three Month Action Plan

5 What s Covered In Your Action Plan 5 Your Business overview Plans and goals for next 3 months Current Marketing Current Facebook Presence How Facebook ads can help? Audience research briefing n Prospects you want to attract? n Specific Offers/services to promote n Look-A-Like audiences of your existing clients Facebook Campaign Creation What To Say, To Who & When Facebook Campaign optimization Continuous testing to discover what works best for your practice ( i.e. Best audiences, best Ad creative etc.)

6 Facebook Overall Marketing Approach 6 1. Create Facebook Page 2. Invite those who know you to Like your page 3. Define the audience you d want to have a dialogue with 4. Share content of value to your audience not just promotions. Solve don t sell. 5. Promote content to Fans and target audience (Paid for) 6. Keep it Social content of value (4 posts) versus promotions (1) i.e. Keep to a 4:1 content ratio 7. Offer content for download (Guides Tips etc..) in exchange for s (Paid for) 8. Use marketing to continue the dialogue (Free)

7 Facebook Success 2015= Business Pages Plus Facebook Ads. 7 Facebook Business Pages Without SOME advertising, less than 10% of you page fans will see you posts

8 8 Audience Research Finding Your Customers On Facebook

9 Overview 9 Help define your different target audiences Location(s) Demographics (age/gender/life events etc.) Interests of your target audiences Pain and Gain points for audience remember we re Solving Not Selling

10 What Do Your Customers Look Like? 10 Tip - Try to describe segments of customers NOT all customers so ask these questions about a specific segment of customers.. Typically - Men Or Women? Typical Ages (Bands etc..) What Brands Do They Love? What TV And Films Do They Watch? What Interests Do They Have? Use Free Tools To Create Your Typical Fan -

11 YouGov Profiles Example -Golf Fans - Lifestyle 11 Click on any of these for additional data Facebook Advertising System Has 100 s If Not 1,000 s Of These Interests Can Target By

12 Who To Target? People Who Are Interested In Brands /Services Related To Your Product/Service 12 Reach your audience based on their interests. This can include interests shared on their Timelines, apps they use, Pages they liked and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location. 1.4 Billion Active Users Filter by 100 s of : Brands Interests Demographics location Target your ideal audience

13 Example of Interest Audience Targeting Local Gym 13 Sample of the Gym relevant Interests can target using Facebook ads: David Lloyd Leisure, Spinning, Interval Training, Bodypump, Aerobic Exercise, High-intensity Interval Training, Abdominal Exercise, Body Attack, Fitness First, Les Mills, Indoor Cycling, Weight Training, Aerobics, Bodyattack Or Cardiovascular Fitness

14 14 The Best Prospects By Far Are Of Course..

15 People Who Already Know You! 15 People who have visited your website or subscribed to your list are already prospective clients Facebook can help target these people LinkedIn Connections How? Website visitors tracking code placed on your website creates a Custom Audience within Facebook's ad system than can then target. lists load into Facebook and matches to s used by people to logon into their FB account (expect 50% match)

16 Summary 16 First Target the People Who Know You Already!

17 17 Campaign Creation

18 Overview Campaign creation 18 Who Are We Talking To? (Audience) What Are The Things They Want Help With? (Pain And Gain Points) How Can We Help? (Solve With Tips, Guides Etc.) Results Looking For?

19 Facebook Campaign Planning Looks Like 19 Audience research Their Needs?- Pain And Gain Points How Can We Help? Free Tips And Guides In Addition To Relevant Offers You Have

20 Facebook Campaign Building Looks Like 20 Audience research Quantity Location? Best Campaign Type for objective? FREE Guides Tool Kits ebooks. Exchange for peoples s Creative: Images Design Copy Landing pages

21 Summary 21 Solve Don t Sell.

22 22 Overall Campaign set-up

23 Overview 23 Why -Campaign objectives = Page Likes, Video Views etc..(see next slide) Who Audiences = Ad Sets What saying - Adverts Images, copy, Calls to Action, Landing Pages Plus some Technical stuff (for us!) Conversion Tracking Pixels Reporting customisation More!

24 Facebook Campaigns Objectives 24 Click here and goes to a page on your website Links to an existing story (post) on your Facebook page. However, using advertising we can promote our story with our target audience -not just the Fans of the Page. Asks our targeted audience to Like Page. Simple button to do just that

25 Advertising Formats Placement 25 Facebook View Placement Desktop News Feed Right Hand Column Mobile News Feed

26 26 How Much Do The Ads Cost?

27 Roughly 1.00 to 3.00 per thousand as a guide.(cpm) Depends On.. 27 No One Advertising Rate As Depends On: Audience (Some Data More Valuable Than Others) Placement I.E News Feed, Mobile, Right Hand Column Seasonality..And More Bit Like TV Ad Rates Are Based On Audiences Your Advert Will Be Seen By. A Better Question Would Be How Much Costs Per Lead (Or Other Action Page Like etc.) Few Examples..

28 Local Gym Clicks to website campaign 28 Women Only Offer Audiences: Interested In Gyms Website Visitors Website Look-a-likes Stevenage Area Only Click On Ad Takes Audience To Opt-in Page =153 Cost Per Click=16pence CPM 2.70

29 Water Bottle with NASA filter to remove 99% of containments - Page Likes Campaign 29 Unique Global Outdoor product Location -New Zealand Page Likes Campaign to specific Interest groups (Backpacking, Ecotourism, Angling) 1204 Page Likes 16 pence per like ($0.36 NZD) CPM 1.83 ($4.22 NZD)

30 Math's And English Classes For 4-17 Year Olds Page Post Engagement 30 Stevenage +10 Miles only Parents off 4-17 year olds. Reached 5, pence per Post engagements Budget - 25 CPM 2.99

31 How Do You Budget For Ad Spend Then? 31 Ø Do a test campaign for as little as a few pounds per day. Ø Run campaign for few days then pause. Ø Check out what s working and what isn t Ø Adjust campaign and then test again Ø Roll out your winning campaign with a bigger budget. Ø If Spending 1 And Getting 3 Back -How Much Would You Invest!

32 Summary 32 Firstly Measure The Right Things then..

33 Summary 33 Test Small Then Scale

34 34 Fees for Fast Start Advertising Package* 300 +VAT per month Min of 3 months = 900 Month by Month equivalent fees = 1400 Save over 30% Payable by Direct Debit Advertising costs payable by client direct to Facebook (TOS)

35 Facebook Marketing -Fast Start Package 35 Page Management 195 +VAT per month* Daily updates on your page containing topical information, links to your blog, special offers, information useful to your target market Full competitor analysis Replies to commenters Advertising Management 300 +VAT per month** 3 Month Action Plan Identification of objectives for your campaign (more fans, signups to your list, downloads of a report etc.) Creation of dozens of targeted Ad Groups Weekly page optimisation (time and type of posts) Monthly reporting *Price is for 3 month package. If you don t have a Facebook Page we will set one up for you - normal 195 set-up fee is waived. Client to provide images and graphics if required Campaign Set-up, Management and Optimisation Fortnightly reporting **Price is for 3 month package. Normal 350 Advertising and audience research set-up fee is waived. Page & Advertising Management 395 +VAT per month (Normally VAT)

36 36 Questions

37 Contact Details graham@3dragonmarketing.co.uk Call me on: Tweet Skype : graham.archer74

38 Graham Archer FIDM years marketing and sales experience, including working for three of the entrepreneurs from Dragon's Den Established 3DM 2010 Fellow of the Institute of Direct and Digital Marketing 5 Years Specialising in Social Media Management and Paid Advertising ( AdWords and Facebook).Personally invested over 2K in expert training Social Media Reach + Direct Expertise = Leads/Clients/Sales