Learn how to acquire new customers on Facebook, plus the 3 things EVERY company should be doing on Facebook. *Originally used for a presentation at the Varick Street Incubator.

1. Acquiring New Customers
On Facebook
Jennifer Spivak
Partner/Managing Director @ Social Fulcrum
www.socialfulcrum.com
@jennifer_spivak // @socialfulcrum
Social Fulcrum New York | Boston T 707-234-5365 info@socialfulcrum.com www.socialfulcrum.com

2. Agile methodology, firm results.
Data driven marketing to help your business reach the tipping point.
1 Paid Placements @ SiNY
Our Skill-Set
CUSTOMER ACQUISITION
Our structured testing process identifies key
messages and audiences, while driving down the
cost of customer acquisition (COCA).
CONTENT MARKETING
We leverage SEO, Content/Inbound Marketing,
and Social Media Marketing to increase visibility,
leads, and engagement, respectively.
Our Approach
AGILE MARKETING
Our structured testing methodology allows us to
drive results extremely quickly. Our process gives
you actionable insight into which marketing
messages work with certain audiences, and
lowers your costs (by 75% on average) so that
you get more customers for the same budget.
ART + SCIENCE
Effective online marketing is one part art (design,
content creation, compelling copy), and one part
science (metrics, measurement, analytics). Our
team combines these two crucial to create
beautiful, viral digital marketing programs that
drive business objectives.

3. Organic Facebook: What You Should
Know
1 Paid Placements @ SiNY

4. Facebook Content Should:
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 Be Native
 Enhance the consumer’s interaction with a platform, not distract
from it
 Adhere to the unique language, culture, sensibility, & style that
each platform cultivates
 Not interrupt
 Meld seamlessly into the experience that people are seeking on
social platforms
 Not make demands – often
 Move people’s spirits and build goodwill so that when sales-
focused content is finally posted, users are inclined to make a

5. Why Paid?
1 Paid Placements @ SiNY

6. 3 Things Every Company Should
Be Doing On Facebook
 Conversion pixels
 Site retargeting
 Lookalike audiences

7. #1: Conversion Pixels
 Track specific actions in
your funnel
 Know what’s REALLY
working
 Optimize for conversions

8. #2: Site Retargeting
 Website Custom Audiences (WCA)
 Warmer lead; better return
 Set it up BEFORE you start advertising!

9. #3: Lookalike Audiences
 Major advertising innovation
 Uses Facebook’s data points to find you more customers
 Email list, WCA, etc.

10. BONUS! #4 – Ad Testing
 Test one variable at a time
 $6,250 vs. $750 [with 5 variations of each + $50 spend/ad]
 Start with image/headline tests

11. Thank You!
@jennifer_spivak
Linkedin.com/in/jenniferspivak
jennifer@socialfulcrum.com