driving new business with facebook · a bit about me… • partner in a specialist consultancy...
TRANSCRIPT
Driving New Business with Facebook
Presented by Aren Grimshaw
#TeamGC #SPATEX2017
A bit about me…
• Partner in a specialist consultancy firm. • I work as the Marketing Director of Golden Coast
– Since 2010
• Full Member of the Institute of Direct & Digital Marketing (M IDM)
• Past Associate Lecturer at Falmouth University – Social Media & Business Management
• Worked with businesses big & small across all sectors
A bit about you…
• Pool, spa, sauna… a bit of everything?
A bit about you…
• Pool, spa, sauna… a bit of everything? • Retail sales, online sales… or both?
A bit about you…
• Pool, spa, sauna… a bit of everything? • Retail sales, online sales… or both? • Domestic, commercial… or both?
A bit about you…
• Pool, spa, sauna… a bit of everything? • Retail sales, online sales… or both? • Domestic, commercial… or both? • Budget, middle or top end?
How does that compare?
How does that compare?
How does that compare?
What am I going to cover?
• What we mean by ‘New Business’ • Before you get started • Why Facebook? • Introducing Facebook Ads • Campaign Planning • Optimizing your results
New Business?
• More customers through the door?
New Business?
• More customers through the door? • Better conversion to sale?
New Business?
• More customers through the door? • Better conversion to sale? • More repeat business?
New Business?
• More customers through the door? • Better conversion to sale? • More repeat business? • More referrals?
New Business?
• More customers through the door? • Better conversion to sale? • More repeat business? • More referrals? • Higher purchase values?
New Business?
• More customers through the door? • Better conversion to sale? • More repeat business? • More referrals? • Higher purchase values? • Sales of particular products, services or lines?
New Business?
• More customers through the door? • Better conversion to sale? • More repeat business? • More referrals? • Higher purchase values? • Sales of particular products, services or lines?
• Each requires a different approach
Before you get started…
• Take stock of the facts – Benchmark
Before you get started…
• Take stock of the facts – Benchmark • Identify any trend - Forecast
Before you get started…
• Take stock of the facts – Benchmark • Identify any trend - Forecast • Decide what you want to achieve - Target
Before you get started…
• Take stock of the facts – Benchmark • Identify any trend - Forecast • Decide what you want to achieve - Target • Identify the value of achieving and set budget
accordingly - Investment
Get to know your customers
• “Not all customers are created equal”
Get to know your customers
• “Not all customers are created equal” • Some are more…
– suited to your products or services – profitable to deal with – likely to spend their money with you
Things to think about
• Age, gender, relationship status • Location • Interests, motivations, values • Attitude to technology and social media • Online behavior – searches, buying online
Customer Data
• If you don’t keep some kind of customer database you’re at a distinct disadvantage
Customer Data
• If you don’t keep some kind of customer database you’re at a distinct disadvantage
• It doesn’t have to be complicated – Excel is fine
Customer Data
• If you don’t keep some kind of customer database you’re at a distinct disadvantage
• It doesn’t have to be complicated – Excel is fine • At the very least try to gather
– Names – Addresses – Telephone Numbers (especially mobiles) – Emails
Tracking
• Google Tag Manager & Analytics – Triggered Events – Ecommerce Goals
Tracking
• Google Tag Manager & Analytics – Triggered Events – Ecommerce Goals
• Google Search Console
Tracking
• Google Tag Manager & Analytics – Triggered Events – Ecommerce Goals
• Google Search Console • Facebook Pixel
– Audience Building – Conversion Tracking
Conversion Tracking
What marketing do you do?
Why Facebook?
• It’s the largest social network in the UK
Why Facebook?
• It’s the largest social network in the UK • Facebook owns other key platforms
Why Facebook?
• It’s the largest social network in the UK • Facebook owns other key platforms • 1 in 5 minutes on mobile are spent on
Facebook and Instagram
Why Facebook?
• It’s the largest social network in the UK • Facebook owns other key platforms • 1 in 5 minutes on mobile are spent on
Facebook and Instagram • Advertising platform caters for a range of
needs
Why Facebook?
• It’s the largest social network in the UK • Facebook owns other key platforms • 1 in 5 minutes on mobile are spent on
Facebook and Instagram • Advertising platform caters for a range of
needs • Lots of resources available
Mostly widely used
http://www.slideshare.net/wearesocialsg/digital-in-2017-northern-europe
UK User Profile
http://www.slideshare.net/wearesocialsg/digital-in-2017-northern-europe
Facebook vs. Other Advertising
£-
£10.00
£20.00
£30.00
£40.00
£50.00
£60.00
£70.00
£80.00
Door Drop Magazine RegionalNewspaper
LocalNewsapaper
Radio Facebook
Cost Per 1,000 People Reached
Cost Per 1,000 People Reached
Facebook Ad Placements
Placements
Facebook for Business
https://www.facebook.com/business/
Facebook Advertising
https://www.facebook.com/blueprint/
Facebook & Instagram Campaign Structure
The Process
Campaign Objective
https://www.facebook.com/ads/manager/
Leads Objective
Leads Objective
Local Awareness Objective
Advert Set
Advert / Creative
Creating Audiences
https://www.facebook.com/ads/manager/audiences/manage/
Custom Audiences
Custom Audience - Database
Custom Audience - Engagement
Capture web visitors details
• www.fb.com/ads/audience_manager/ • Specific pages • Recency of visit • Complex combinations • Useful to ‘remarket to’
Custom Audience – Web Visits
Lookalike Audiences
Saved Target Audiences
Saved Target Audiences
• Great if starting from scratch • Requires understanding of target audience • Can test different groups • Saved for use in Campaign(s)
Example Audience
Getting it Right
• See how different Objectives perform
Getting it Right
• See how different Objectives perform • Look at how different Posts perform
Getting it Right
• See how different Objectives perform • Look at how different Posts perform • Test different audiences against each other
– Custom Audiences (Email, Customers) – Saved Target Groups – Fans
Comparing Results
Recap - General
• Know your customers, know them well
Recap - General
• Know your customers, know them well • Get your tracking setup correctly
Recap - General
• Know your customers, know them well • Get your tracking setup correctly • Collect as much data as possible
Recap - General
• Know your customers, know them well • Get your tracking setup correctly • Collect as much data as possible • Facebook offers one of the best opportunities
for advertising your business
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
• Explore how Lookalikes can help you reach new, prospective customers
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
• Explore how Lookalikes can help you reach new, prospective customers
• Capture web visitors details for remarketing
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
• Explore how Lookalikes can help you reach new, prospective customers
• Capture web visitors details for remarketing • Create ‘Saved Target Audiences’
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
• Explore how Lookalikes can help you reach new, prospective customers
• Capture web visitors details for remarketing • Create ‘Saved Target Audiences’ • Try different options
Recap – Facebook Advertising
• Upload your customer data to create ‘Custom Audiences’
• Explore how Lookalikes can help you reach new, prospective customers
• Capture web visitors details for remarketing • Create ‘Saved Target Audiences’ • Try different options • See what works for you
Questions?
Thank you for listening
More information: • Visit B18 & B32 for more advice • Pick up your copy of the Wet Leisure Survey • Like our Facebook Page
www.fb.com/goldencoastltd • Speak to #TeamGC