Facebook Marketing Tacticsfor 2016

Sean Roylance• Co-founder and President of Like Sew

• Started programming in 1985

• B.S. in Computer Science : 1996

• Internet Marketing Instructor at Utah Valley University Business Development Center

• Like Sew specializes in seamless website & Point of Sale systems for retailers

• Like Sew provides Website and/or Point of Sale for over 2,000 clients

Facebook Marketing Tactics

Facebook Marketing Tactics

• I’m busy, should I still care about Facebook?

• Marketing Opportunities – Organic Facebook Posts

– Challenges with Organic Facebook Posts, and what to do about them

– Groups

– The Math behind Offers & Ads

– Ads for Custom Audiences

– Use your Email list to find New FB Customers

– “Shop Now” call to action button

I’m Busy—Should I Care About Facebook (still)?

I’m Busy—Should I Care About Facebook (still)?

• Appeals to teenagers/young adults, grandparents, businesses, and moms

• Over 1.25 1.5 Billion users worldwide

• Daily users in U.S./Canada: 160M, Monthly: 210M

• 67% of FB users login at least once per day

• The average Facebook user spends 30 minutes per day on Facebook

• 1 in 8 6 minutes spent on the internet is spent on Facebook

• 1 in 5 page views in the U.S. occurs on Facebook

What is the Real Power of a “Page”?

WooHoo! And this is Free, Right?!

Yes

There’s got to be a Catch, Right?

Yes

Tons of Competition for Attention

• The average Facebook user views 300 posts in a day

• The average Facebook user has 1,500 posts available to view in a day

• 300 / 1,500 = 20%

• The average Post by a Business is seen by approximately 5%-10% of your audience

Is Facebook Trying to Force Businesses in to Paying for Advertising?

No.

Similar to Google, Facebook is trying to create the best experience possible for Facebook Users.

How Does Facebook Decide What To Show?

By Josh Constine on Techcrunch

Should I just give up now?

• NO!

• If you have 1,000 “Likes”, you can reach 50-100 people every day

• There are ways to increase how many see your posts

• Paid advertising on Facebook may very well be worth it for you

What Should I Put On My “Page”?• What should I post?

– PICTURES…with Faces…always– Pictures of you– Pictures of your customers

• Do a customer showcase in your store, post pictures on Facebook of your customers with their quilts, tag them in the post

– Pictures with faces with products/classes/etc– Link back to your website (classes, products, etc)– Sales / Specials– Ask questions– Share popular posts from others that would interest your

followers

Social ProofIn 1968, the social psychologists Stanley Milgram, Leonard Bickman, and Lawrence Berkowitz decided to cause a little trouble. First they put a single person on a street corner and had him look up at an empty sky for sixty seconds. A tiny fraction of the passing pedestrians stopped to see what the guy was looking at, but most just walked past.

Next time around, the psychologists put five skyward-looking men on the corner. This time, four times as many people stopped to gaze at the empty sky.

When the psychologists put fifteen men on the corner, 45 percent of all passers by stopped, and increasing the cohort of observers yet again made more than 80 per cent of pedestrians tilt their heads and look up.

Social Proof• Show pictures of people using your

products/services

• Share user testimonials and reviews

• Share statistics about the number of people using your products/services (whether local to you or national about the products you sell)

Nice Tip( & Good

Images )

Best Way to Get Fans #1

• Put a “Like” button on your website where people will see it!– Don’t put a ton of social media buttons on your site. Facebook is the

most important one by far in most cases.

Best Way to Get Fans #2

• Hire someone young to run your fan page

• One of our clients tried doing it herself for awhile – she got 12 fans

– She turned it over to her daughter. 2 years later, they have 15,000 fans

Best Way to Get Fans #3

• Facebook Ads

– Select Audience based on likes, gender, age, location, etc. Set a $ limit.

– Display to friends of fans

Facebook Groups

• What is a Facebook Group

• Challenges with Facebook Groups

– Requires work to get people in to your groups

– Requires regular participation

• Reasons to do Groups

– Rather than 5%-10% reach, group members get a notification every time someone posts in the group

Call to Action Buttons

• Book Now

• Contact Us

• Use App

• Play Game

• Shop Now

• Sign Up

• Watch Video

Offers and Ads

Paid Advertising Math

• Assumptions:– $0.65 per click– 2% conversion rate

• Cost for a purchase– $0.65 x 50 = $32.50

• Generally, the purchase amount should be at least 3x the advertising cost to be worth it– $100 purchase - $50 COGs - $32.50 adv = $18.50 profit

Dial In the Cost/Click and Conv %

• Narrow in on your target audience!

– Narrow down the geographic area

– Target by age, income, and interest

– Target “fans” and their friends

• Make sure the offer is clear and compelling

Ads for Custom Audiences

Ads for Custom Audiences

• First, upload to Facebook the email addresses, phone numbers, or Facebook IDs of customers you want to target

• Next, specify demographic information such as age, income level, or zip codes

• Finally, create the Ad you want them to see

Example Ads

• Create an Ad for next-generation sewing machines for customers who previously purchased a mid-range model

• Advertise a Thanksgiving-themed project for people who bought a Fourth-of-July kit

• Advertise baby fabric & projects for the age group of customers likely to have grandchildren

The Results

• Super-targeted ads to your customers

• Reach them in a different setting than email, flyers, etc

Lookalike Audiences

1. Create a Custom Audience

2. Create a Lookalike Audience

3. Narrow it down geographically

4. Balance between Reach and Similarity

1. The more you reach, the more potential customers

2. The more similar the match (smaller reach), the more likely people are to respond