profitable facebook marketing by mari smith - social media marketing world 2014 #smmw14

Profitable Facebook Profitable Facebook Marketing Marketing

How To Turn Fans Into Paying How To Turn Fans Into Paying Customers: A Step-by-Step GuideCustomers: A Step-by-Step GuideMARI SMITH

Social Media Thought LeaderFacebook Marketing Expert

Your BIGGEST Your BIGGEST Social Media Social Media CHALLENGE?CHALLENGE?

TIME!TIME!

……and and ROI?ROI?

FOUR Phases:FOUR Phases:

1.1. CoreCore2.2. Build-upBuild-up3.3. PromotionPromotion4.4. Follow-upFollow-up

Solution? Solution? SYSTEM! SYSTEM!

4-Phase Profit 4-Phase Profit SYSTEM SYSTEM PLAN: 1 year in advance ➙ quartersPLAN: 1 year in advance ➙ quarters

Add value + build community + test, track & measureAdd value + build community + test, track & measure

• Fundamentals: CONTENT + ENGAGEMENTFundamentals: CONTENT + ENGAGEMENT• Everyday postsEveryday posts

• 3x per day3x per day• Quality, relevant contentQuality, relevant content

• Combo of CREATE + CURATE (OPC)Combo of CREATE + CURATE (OPC)• Strive for maximum organic reachStrive for maximum organic reach• Engage Engage promptlypromptly• ListenListen• Identify superfansIdentify superfans

1. CORE 1. CORE Phase Phase

ContentContent

Mari Mari says…says…““Content is KING, Content is KING,

but engagement is QUEEN but engagement is QUEEN and she rules the house.” and she rules the house.”

@marismith@marismith

Five key areas to test:Five key areas to test:1)1) FREQUENCYFREQUENCY

• 2x a day? vs. 1x/hour?2x a day? vs. 1x/hour?2)2) TIMINGTIMING

• Day of week + time of dayDay of week + time of day• Check “when fans online”Check “when fans online”

3)3) TYPETYPE• Status update, photo, video, linkStatus update, photo, video, link• Also: offer, event, milestone, cover imageAlso: offer, event, milestone, cover image

4)4) LENGTHLENGTH• < 120 vs. 500 vs. 1,200 characters? (63k = max!)< 120 vs. 500 vs. 1,200 characters? (63k = max!)

5)5) TAGSTAGS• @ tag other Pages@ tag other Pages

TestTest

• ContentGems.comContentGems.com

• Spundge.comSpundge.com

• AllTop.comAllTop.com

• Swayy.coSwayy.co

• Feedly.comFeedly.com

• Scoop.itScoop.it

• Paper.liPaper.li

Content Content curation tools curation tools

““The current industry benchmark allows for a The current industry benchmark allows for a response time of around 19.2 hoursresponse time of around 19.2 hours, which , which is an improvement compared to Q1’s response is an improvement compared to Q1’s response time, which was more than 22 hours. time, which was more than 22 hours. We We advise brands to try to respond within 30 advise brands to try to respond within 30 minutesminutes. Depending on the nature of your . Depending on the nature of your service, you may want to consider 24/7 service, you may want to consider 24/7 support.” support.” ~Jan Rezab, CEO SocialBakers.com~Jan Rezab, CEO SocialBakers.com

EngageEngage: “socially : “socially devoted” devoted”

“The best businesses begin with

EMPATHY@BrianSolis

• Build anticipation – “coming soon!”Build anticipation – “coming soon!”• Count-downCount-down

• Change cover image dailyChange cover image daily• Run a ContestRun a Contest• Consider paid promotionConsider paid promotion• Solicit and empower affiliatesSolicit and empower affiliates• Do a big reveal!Do a big reveal!

• Key: have all social channels & partners queued upKey: have all social channels & partners queued up

2. BUILD-UP 2. BUILD-UP Phase Phase

Can you really Can you really SELL on Facebook?SELL on Facebook?

““Engage via the wall. Engage via the wall. Sell via ads.”Sell via ads.”~Ken Rudin, Facebook Analytics Head~Ken Rudin, Facebook Analytics Head

SOURCE: bit.ly/7FBinsightsSOURCE: bit.ly/7FBinsights

Conversion Conversion strategystrategy• FIRST build tons of value (social equity)FIRST build tons of value (social equity)• Space out your offersSpace out your offers• Clear CTAsClear CTAs• Make it Make it really really easy for easy for

people to buy from you!people to buy from you!

Jab, Jab, Jab, Jab, Jab, Jab, Right HookRight Hook

SEE: bit.ly/JJJRH_mediumSEE: bit.ly/JJJRH_medium

• Ideally, offer something for free firstIdeally, offer something for free first• Webinar, white paper, audio, video, membershipWebinar, white paper, audio, video, membership

• What are you launching?What are you launching?• New productNew product• New bookNew book• New softwareNew software• New service offeringNew service offering

• This is the time to do paid promotionThis is the time to do paid promotion• Cart opens Cart opens • Early birdEarly bird• Sale cut off datesSale cut off dates

3. PROMOTION 3. PROMOTION Phase Phase

Promotion Promotion CalendarCalendar

FREE Promotion Calendar & Launch Plan: http://bit.ly/promocal FREE Promotion Calendar & Launch Plan: http://bit.ly/promocal

““Last quarter I talked about our efforts to grow our Last quarter I talked about our efforts to grow our business through improving the business through improving the quality quality of our ads rather of our ads rather than just increasing the quantity. Our goal is to reach a than just increasing the quantity. Our goal is to reach a point where the point where the ads are as relevant and timely as the ads are as relevant and timely as the content your friends share with youcontent your friends share with you.”.”~Mark Zuckerberg~Mark Zuckerberg

Source: bit.ly/1h47fzOSource: bit.ly/1h47fzO

Facebook ad relevancy

Facebook ads: Marketo

Surprise & delight!delight!

Example Facebook AdsFacebook Ads

• Purpose = twofold:Purpose = twofold:• Capture last minute leads & salesCapture last minute leads & sales• Gently segue back into CORE PhaseGently segue back into CORE Phase

• Still time to join!Still time to join!• Last minute specialsLast minute specials• TestimonialsTestimonials• Case studiesCase studies

4. FOLLOW-UP 4. FOLLOW-UP Phase Phase

Follow up posts

Follow up ads

Example Facebook SystemFacebook System

Track Track & Measure

Facebook likes + PTATFacebook likes + PTAT• Vanity metrics!Vanity metrics!

……unless you can connect directly to ROIunless you can connect directly to ROI

Vanity Vanity metrics

What metrics to measure on Facebook:What metrics to measure on Facebook:• more traffic to your websitemore traffic to your website• growth in email subscribersgrowth in email subscribers• SEO – higher appearance on SERPs (search engine results pages)SEO – higher appearance on SERPs (search engine results pages)• increase in click through rateincrease in click through rate• increase in conversion rate to paying clientsincrease in conversion rate to paying clients• increase in revenueincrease in revenue• improved customer satisfactionimproved customer satisfaction• increase in brand sentimentincrease in brand sentiment• better ad performancebetter ad performance• improved ROI on social media time and money investedimproved ROI on social media time and money invested• increase in word of mouth referralsincrease in word of mouth referrals• increase in high-star reviewsincrease in high-star reviews• more foot traffic into your storemore foot traffic into your store

Suggested goalsgoals

Social media Social media ROIROI

Social Social channelschannels

Lead Lead generationgeneration

Connect with Mari on these sites:Facebook: www.facebook.com/marismithTwitter: @marismithInstagram @mari_smith Google+: www.google.com/+marismith LinkedIn: www.linkedin.com/in/marismith Mari’s website: www.marismith.com

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profitable facebook marketing by mari smith - social media marketing world 2014 #smmw14

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