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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
HOW TO IMPROVE
YOUR FACEBOOK
MARKETING
7 Power Techniques
with Mari Smith
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 2
PLAN 1 year in advance  quarters
Add value + build community + test, track & measure
CORE Phase
• Fundamentals
• Everyday
posts
• Quality content
• Engagement
• Community
• Listen
• Identify
superfans
BUILD-UP Phase
• Anticipation
• Empower
affiliates
• Count-down
• Contest
• Big reveal!
PROMOTION Phase
• Free (webinar)
• Replay
• Encore
• Paid promotion
• Cart opens
• Early bird
• Sale cut offs
FOLLOW-UP Phase
• Still time to
join!
• Last minute
specials
• Testimonials
• Case studies
BusinessPage+PersonalProfile #1: Mari’s 4-phase profit system
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Facebook ads don’t work
• People complain – tried and failed
• So many SMEs trained to ‘just try it’
• BUT…
– User error!
– Unclear message?
– Confusing landing page?
– Wrong target, or too wide?
• KEY = education!
3
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Which is most important?
• PRODUCT
• LEADERSHIP
• MARGIN
• SALES and MARKETING?
4
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#2: What are you selling?
“Nothing happens until somebody sells
something.” ~ Darren Hardy
5
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#3: Example objectives
• Launch a new product
• Drive in-store sales
• Drive traffic to your website
• Increase online sales
• Get more check-ins
• Build your email list
• Build brand awareness
• Improve customer service
6
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#4: Frame of mind marketing
• Google = “search mode”
– PROBLEM  SOLUTION
• Facebook = “social mode”
– CONNECT, SOCIALIZE
7
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#5 – Target audiences
• HUGE variety of targeting options
• Your own fanbase, + their friends
• OPF (other people’s fans)
• Custom audiences
– Your own database
– Your own website traffic
– Lookalike audience
8
Image: AdEspresso.com
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
The Daily Burn
9
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Tracking URL
http://dailyburn.com/blackfire?partner=amp&mtype=4&ldate=
Q42014&grp=NF_P&crtv=trainer&sz=1200x627&kw=bf&gen=fem&
age=45-
54&dev=1&utm_source=amp&utm_medium=display&utm_camp
aign=NF_P&utm_content=trainer_bf
10
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
What worked?
• The right TARGET audience
• Compelling ad title + creative – short,
succinct, relevant
• Relevant image
• Timely (new year’s resolutions, get fit)
• Irresistible offer (free 30-day trial)
• Social proof
• CTA button
• Dark post
• Powerful landing page – no extraneous
CTAs/offers
• ‘Frame of mind marketing’
11
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Create 6-Figure Courses
See: http://bit.ly/6figcourse
12
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Create 6-Figure Courses
13
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
What worked?
• Well targeted
• Highly relevant
• Inviting image
• Attractive, compelling ad
– Asked question
– Offered something for free
• Great offer
• Excellent landing page
• Frame of mind marketing
14
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
@marismith
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#6 - Tracking pixels
• “Over 90% of Fortune 500 companies
are not doing Facebook ads right!”
16
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 17
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Convert using clear CTAs
• Social CTA = to increase engagement
ON Facebook
• Sales/sign up CTA = drive fans off
Facebook
18
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
#7 - Be “socially devoted”
• FASTEST response time wins
• Warm, personal, human
• Use first names
• @ tag
• Surprise and delight
• Think outside the box
19
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Mari says…
Content is King, but engagement is
Queen and she rules the house! 
20
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Takeaways
1. Use the 4-phase PROFIT SYSTEM for content
2. SALES & MARKETING = most important
3. Set clear OBJECTIVES for your campaigns
4. Integrate FRAME of MIND marketing
– Create a SEAMLESS experience for your prospects
5. Build multiple TARGET audiences
6. Always use tracking PIXELS
7. SERVICE is the new social
– Provide prompt, quality responses
21
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 22
marismith.com/fbbb
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Social Media
Certified Training
Now accepting applications
23

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How To Improve Your Facebook Marketing: 7 Power Techniques - The Big Social Media Conference

  • 1. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith HOW TO IMPROVE YOUR FACEBOOK MARKETING 7 Power Techniques with Mari Smith
  • 2. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 2 PLAN 1 year in advance  quarters Add value + build community + test, track & measure CORE Phase • Fundamentals • Everyday posts • Quality content • Engagement • Community • Listen • Identify superfans BUILD-UP Phase • Anticipation • Empower affiliates • Count-down • Contest • Big reveal! PROMOTION Phase • Free (webinar) • Replay • Encore • Paid promotion • Cart opens • Early bird • Sale cut offs FOLLOW-UP Phase • Still time to join! • Last minute specials • Testimonials • Case studies BusinessPage+PersonalProfile #1: Mari’s 4-phase profit system
  • 3. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Facebook ads don’t work • People complain – tried and failed • So many SMEs trained to ‘just try it’ • BUT… – User error! – Unclear message? – Confusing landing page? – Wrong target, or too wide? • KEY = education! 3
  • 4. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Which is most important? • PRODUCT • LEADERSHIP • MARGIN • SALES and MARKETING? 4
  • 5. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #2: What are you selling? “Nothing happens until somebody sells something.” ~ Darren Hardy 5
  • 6. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #3: Example objectives • Launch a new product • Drive in-store sales • Drive traffic to your website • Increase online sales • Get more check-ins • Build your email list • Build brand awareness • Improve customer service 6
  • 7. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #4: Frame of mind marketing • Google = “search mode” – PROBLEM  SOLUTION • Facebook = “social mode” – CONNECT, SOCIALIZE 7
  • 8. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #5 – Target audiences • HUGE variety of targeting options • Your own fanbase, + their friends • OPF (other people’s fans) • Custom audiences – Your own database – Your own website traffic – Lookalike audience 8 Image: AdEspresso.com
  • 9. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith The Daily Burn 9
  • 10. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Tracking URL http://dailyburn.com/blackfire?partner=amp&mtype=4&ldate= Q42014&grp=NF_P&crtv=trainer&sz=1200x627&kw=bf&gen=fem& age=45- 54&dev=1&utm_source=amp&utm_medium=display&utm_camp aign=NF_P&utm_content=trainer_bf 10
  • 11. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith What worked? • The right TARGET audience • Compelling ad title + creative – short, succinct, relevant • Relevant image • Timely (new year’s resolutions, get fit) • Irresistible offer (free 30-day trial) • Social proof • CTA button • Dark post • Powerful landing page – no extraneous CTAs/offers • ‘Frame of mind marketing’ 11
  • 12. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Create 6-Figure Courses See: http://bit.ly/6figcourse 12
  • 13. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Create 6-Figure Courses 13
  • 14. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith What worked? • Well targeted • Highly relevant • Inviting image • Attractive, compelling ad – Asked question – Offered something for free • Great offer • Excellent landing page • Frame of mind marketing 14
  • 15. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith @marismith
  • 16. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #6 - Tracking pixels • “Over 90% of Fortune 500 companies are not doing Facebook ads right!” 16
  • 17. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 17
  • 18. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Convert using clear CTAs • Social CTA = to increase engagement ON Facebook • Sales/sign up CTA = drive fans off Facebook 18
  • 19. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith #7 - Be “socially devoted” • FASTEST response time wins • Warm, personal, human • Use first names • @ tag • Surprise and delight • Think outside the box 19
  • 20. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Mari says… Content is King, but engagement is Queen and she rules the house!  20
  • 21. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Takeaways 1. Use the 4-phase PROFIT SYSTEM for content 2. SALES & MARKETING = most important 3. Set clear OBJECTIVES for your campaigns 4. Integrate FRAME of MIND marketing – Create a SEAMLESS experience for your prospects 5. Build multiple TARGET audiences 6. Always use tracking PIXELS 7. SERVICE is the new social – Provide prompt, quality responses 21
  • 22. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 22 marismith.com/fbbb
  • 23. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Social Media Certified Training Now accepting applications 23

Hinweis der Redaktion

  1. See: 15 Ways to Step Up Your Small Business Facebook Page http://vionic.com/site/blog/15-ways-to-step-up-your-small-business-facebook-page/
  2. Darren Hardy says EVERYONE is in the business of sales and marketing. FIRST you are selling YOU. Incredibly important these days in the world of SOCIAL – people get a first impression from everything we share and how we conduct ourselves online.
  3. More help – see: 5 Ways to Generate More Ecommerce Sales with Facebook Ads http://adespresso.com/academy/blog/5-ways-more-ecommerce-sales-facebook-ads/
  4. Maria Veloso (top copywriter) Be careful of having your business content/ads come across as interruptive.
  5. Variety of audience targeting options including location, age, gender, interests, behaviors (devices, past or intended purchases), education, etc. Your own fanbase, + their friends OPF (other people’s fans) Your own database (custom audiences, include/exclude) Your own website traffic (website custom audience) (example Desktime ‘Finish your registration’) Lookalike audience (similar to any of your custom audiences)
  6. www.dailyburn.com/blackfire
  7. Facebook’s new ‘People-Based Marketing’ via ATLAS will be the next big thing in 2015-2016. It’s an amazing evolution of digital marketing and advertising. See this post for a summary of what Atlas is and how it works: https://www.facebook.com/marismith/posts/10152325408445009
  8. http://marketing.mixpo.com/acton/media/2062/crushing-facebook-ads
  9. http://marketing.mixpo.com/acton/media/2062/crushing-facebook-ads