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INBOUND15 FACEBOOK MARKETING SUCCESS Proven Ways To Generate More Traffic, Leads and Profits Mari Smith CEO, Mari Smith International, Inc. @marismi th

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Page 1: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

INBOUND15

FACEBOOK MARKETING SUCCESSProven Ways To Generate More Traffic, Leads and Profits

Mari SmithCEO, Mari Smith International, Inc.

@marismith

Page 2: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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1.Three Critical Facebook Trends2.Top Facebook Marketing Mistakes Businesses Are Making3.Clear Objectives: What Are You Selling?4.Content Strategy: Facebook Power Tips5.Mari’s Four-Phase Social Media Profit System6.Amplification Lead Generation Strategy

AGENDA

Page 3: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Seeing your content

Not seeing your content6%

The problem with Facebook organic reach… …explained in a single graphic

Page 4: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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6%• More content, more friends, more pages• 1,500-15,000 potential stories• 100,000+ algorithm weights• 300 stories selected• Content is affected by user interaction (or lack thereof!)

Page 5: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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1 THREE CRITICAL FACEBOOK TRENDS

Page 6: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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TREND #1Facebook is disrupting television and video

Page 7: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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(general blank slide)

Can Facebook overtake YouTube? Yes!

Page 9: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Mobile video• Mobile video traffic to

grow 55% each year until 2020

• 600M LTE subscriptions; 3.7Bn by 2020

Page 10: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Media channelFacebook is 10 times larger than the biggest TV channel on the planet

Page 11: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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TREND #2Huge emphasis on Messenger for Business

Page 12: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Response time• Respond to 90% of

messages• Maintain median

response time of 5 minutes

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TREND #3Brand story telling

Page 14: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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The Herbivorous Butcher

• Kale & Aubrey – brother and sister

• Quirky, fun, personal

Page 15: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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People-centric“To make the world more open and connected.”

Page 16: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Hey John!

Take us for

a test

drive!

Page 17: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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2 TOP FACEBOK MARKETING MISTAKES BUSINESSES ARE MAKING

Page 18: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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• People complain – tried and failed• So many businesses trained to ‘just try it’• BUT…

• User error!• Unclear message?• Confusing landing page?• Wrong target, or too wide?

• KEY = education!

Facebook ads don’t work?

Page 19: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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1. Not RESPONDING to fan posts and comments.2. Your posts are overly PROMOTIONAL.3. Using only the BOOST button.4. Promoting posts without a measurable ROI.5. Targeting the wrong AUDIENCE.6. Not having a BUDGET for ads.7. Placing ads without one of the six TRACKING pixels.

Facebook Mistakes

Page 20: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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3 CLEAR OBJECTIVES:WHAT ARE YOU SELLING?

Page 21: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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• PRODUCT• LEADERSHIP• MARGIN• SALES and MARKETING?

Which is most important?

Page 22: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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“NOTHING happens until somebody sells something.” ~Darren Hardy

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Drive traffic to your website Increase online sales Launch a new product Build your email list Build brand awareness Improve customer service Drive in-store sales Get more check-ins

Example objectives

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4 CONTENT STRATEGY:FACEBOOK POWER TIPS

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Create content that STANDS OUT……but is still CONTEXTUAL

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Inform Entertain CTA

3 content ‘buckets’

Page 27: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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1. “SHAREABILITY:” Craft content with your audience’s audience in mind.

2. PROMPT response wins. Every time. 3. Personalize your posts. Write as I/We when appropriate. 4. Address commenters by first name.5. Moderators should sign off with his/her first name.6. Be friendly and upbeat, but don’t try “too hard.” 7. Humor often works with all audiences, if done tastefully. 8. Monitor other Facebook Pages to see what catches your eye.

Content & engagement tips

Page 28: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

Grow Your Business with Special Promo Pages!

22Mari.comHangoutson Facebook!

Facebook Approved Technology

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5 MARI’S FOUR-PHASESOCIAL MEDIA PROFIT SYSTEM

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4-Phase Profit SystemPLAN 1 year in advance quarters

Add value + build community + test, track & measure

Busi

ness

Pag

e +

Per

sona

l Pro

file

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6 AMPLIFICATION LEADGENERATION STRATEGY

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Value + engagePay to amplify the reach of your BLOG POST content containing helpful tutorials, resources, tools, etc.

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Retarget!• Create ‘dark posts’

with offers• Target your Website

Custom Audience• Target Lookalike

Audiences

Page 34: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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1. Post more native VIDEO (use Facebook Live!)2. Experiment with posting outside business HOURS3. Mix up frequency—try posting LESS often!4. Mix up post TYPES5. Test post LENGTH6. Include @ TAGS of other Pages7. REPOST popular posts8. Pre-select target AUDIENCE (post-gate)9. Drive traffic from other sources10. EMBED posts and videos on your blog

Organic reach tips

Page 35: FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Facebook Live• Game changer• Verified Pages• Public Figures• Mentions app• Instant native video• Highest organic reach

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Example• Focused• Breaking news• Relevant• Highly shareable

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Secret to Facebook success?Be a MEMBER first, marketer second

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• How to create CONTENT?• How to keep up?• Where to FOCUS?• How to “do it all”?• How to COMPETE?• Organic vs. PAID?• How to measure ROI?

Biggest business challenges:

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marismith.com/inbound

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Cheers!