Michael Leander shares his Facebook B2B campaign with all the details, flow, numbers and his comments on the campaign. Follow the discussion and learn what others have to say about this campaign here: http://meemoo2.com/2009/11/facebook-campaign-b2bfacebook-campaign-b2b.html

1. STUDY: B2B Facebookcampaignpromoting the internet marketing seminar with Michael Leander in Cairo Let meknowwhatyouthink? Preliminaryresults 6 Nov 2009 at 15:35 Thisstudywillbeupdatednexton December 10, 2009 Michael Leander Join the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/

2. The why and how This is what I set out to doTest a relativelyunsegmentedFacebook B2B campaignwith the objctivesyousee to the right This is how I did itI spentonehourcreating a simple landing page, twodifferentadds and setting it all up in Facebook I did notConnect all the dots, i.e. setupanayticsconversiontracking, setup form validation. Motto: dumb, but fast, simple and hopefullyeffective.

3. Marketing and sales process

4. Advertisementsendsvisitors to ”landing page”

5. Email sent afterregistration of interest Using a system I am testing, I wasnot able to personalize the emails.This is a bigmistake. Alwaysuse theinformation youget from leads inthe communicationwiththem. But I wasable to include the detailsregisteredin the email and ask thelead to update/correcttheirdetails. Great to do that. (no, I have norecord of howmanyleads did that:-)

6. Twodifferentadds (not A/B) CTR: 0,072% CTR: 0,064% Thisaddperformedbest, but why do youthinkthat is? Join the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/ Leading to thislandingpage: http://www.fokusintegrated.com/internet-marketing-seminar-in-cairo/

7. 1.167.713 – addimpressions 815 (0,07%) – clicked to landing page 132 (16,20%) – registeredto receive info Cost: 62,12 USD, CPL: 0,47 USD CPO is ? Sales process

8. My comments for improvement

9. Two observations: 1 AdvertisingonFacebook in somegeo-markets is still relativelycheap For ”matureFacebookmarkets” (such as Denmark), however, the price per clickseems to betoohigh due to competition from otheradvertisers (same problem as withGoogleAdwords). The lack of segmentation is not helping drive the pricesdown. You have to consider not only the initial click, but youractualconversion to sell. If youarepaying 0,5 USD pr. click and convertone of 10, your CPO is 5 USD. Recommendation: test it, but beware of yourReturnon Marketing Investment.

10. Two observations: 2 If I weredoingthis for myself, I wouldimplement a system thatwouldallowme to score leadsbasedontherbehavior. If a leadclicked the confirmationemail, browsedaroundon a website, downladed the seminar program, I wouldprioritize for telemarketing to callthatleadimmediately. Why?  the behavior of thatleadclearlyindicatesthat the lead is veryinterested. Wewant to get to thatlead to answeranyquestionsorconcerns in a jippy. That’swhy. Finally: Do not let IT systems constrainyou. Being an effective online marketerrequires the right tools to assistyoumakingour plans happen.

12. Createregistration form

13. Createconfirmation page

14. Createconfirmationemail

15. Createadvertisements

17. Data capture system (this case Follow-Up)

18. Web analytics

19. Exportleads to send to event organizer

20. Monitor progress

21. Eventually import leads to CRM system (and thatreallysxcks)

22. SnagIt to preparethispresentationyouarereadingnowJoin the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/