Facebook

Marketing Tactics

Matthew KayHead of Search Marketing

Klood

Today You Will Learn

• An overview into the basics of Facebook Marketing, incorporating both Organic & Paid reach.

Head of Search Marketing at Klood, a UK based digital marketing agency.

We are a hybrid of both internet marketing software and online managed service.

www.klood.com

About Me

Agenda• Define the Strategy• Text, Links, Images & Videos• How to use Questions• Competitions & Sweepstakes• Introduction to the Power Editor• Worrying about the right statistics• Integration to other marketing efforts

Define the Strategy

What is the Goal?

Social Media Strategy Funnel

Engagement & Awareness and Community Management are a longer sales process than Direct Acquisition.

Social Media Strategy Matrix

- Sole focus on awareness & engagement

C - Focus on customer service and response management

- Highly involved strategy – difficult to justify ROI w/ split focus

- Primary focus on direct aquisition

Text, Links, Images & Videos

Most engaging post types

How to use Questions

• “Question posts get 100% more comments” KISSmetrics

• Posing a question at the end of your post increases the interaction rate by 15%Buddy Media

Competitions & Sweepstakes

• Use apps for data collection• Use comment/like competitions to get

better reach• Ensure you abide by Facebook’s

Promotions Guidelines;https://www.facebook.com/page_guidelines.php

Introduction to the Power Editor

• “Power Editor makes it easy to create, edit and manage ads and campaigns in bulk, even across a large number of different ad accounts.”Jon Loomer

• Supported in Google Chrome only

Key Power Editor Features

• Bulk Ad Management• Conversion Tracking• Dark Posts (do not appear on newsfeed)• CTA Buttons• Audiences

• Custom Audiences• Lookalike Audiences

Conversion Tracking

• Bridging the Gap• Understanding the

impact of social• Quantifiable Results

CTA Buttons

• Improve click-through rates

• No more need for awkward CTA’s in your copy or image

• You can now concentrate on a compelling message

• Examples;Shop Now, Learn More, Sign Up, Book Now, Download

Audiences

• Custom Audiences• Data File (CSV)• MailChimp• Mobile Application• Website Visitors

• Lookalikes (minimum size of 100)• Similarity• Reach

Worrying about the right statistics

• Engaged Users• Engaged Fans• Link Clicks• Conversions

not• Likes• Reach• Talking about this

Integration to other marketing efforts

• Grow your email database• Use as a PR tool• Cross promotion between other platforms

Move The Needle

Move The Needle

Create your first ad using the Power Editor. Follow the guide at Social Media Examiner;

http://www.socialmediaexaminer.com/facebook-power-editor-guide/

Move the Needle

- Define your objectives- Create image led content- Use competitions for engagement & awareness,

but try to capture data to help with other marketing efforts

- Get familiar with the Power Editor- Use the right metrics for reporting

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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