Profitable Facebook Marketing - Mari Smith - Latino iConnect

Profitable
Facebook
Marketing:
MARI SMITH
Social Media Thought
Leader

How To Turn Fans Into
Paying Customers

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Social Media OVERWHELM


Data Overload
“90% of data in
the world today
has been created
within the last two
years.”
Source: IBM


Your BIGGEST Social Media
CHALLENGE?


TIME!


Solution? SYSTEM!
1. CONTENT
(create + curate)

2. ENGAGEMENT
3. CONVERSION


6

Social channels


7

Lead generation


8

The new social landscape
Cannot silo Facebook
• 2014 = integration, multiple channels
• Facebook is pay-to-play
• You need a solid FOUNDATION
• …and a solid PLAN!


9

1. Content


Content strategy
• Develop a robust, yet fluid, CONTENT strategy
• Why fluid?
•

•

•

You’ve got to be able to adapt as
Facebook changes algorithms and
introduces new features
You want to stay fresh, innovative and
top of mind

Don’t be afraid to include CTA’s!


Test
Five key areas to test:
1) FREQUENCY
• 2x a day? vs. 1x/hour?
1) TIM ING
• Day of week + time of day
• Check “when fans online”
1) TYPE
• Status update, photo, video, link
• Also: offer, event, milestone, cover image
1) LENGTH
• < 120 vs. 500 vs. 1,200 characters? (63k = max!)
1) TAGS
• @ tag other Pages

Experiment
Try outside business hours


Content curation tools
• ContentGems.com
• Spundge.com
• AllTop.com
• Swayy.co
• Feedly.com
• Scoop.it
• Paper.li

14


2. Engage


Mari says…
“Content is KING,
but engagement is QUEEN
and she rules the house.”
@marismith


Engage : “socially devoted”
• FASTEST response time wins
• ~30 minutes! (average = 19 hours)
• Warm, personal, human
• Use first names
• @ tag
• Think outside the box


Engage : “socially devoted”
“The current industry benchmark allows for a
response time of around 19.2 hours ,
which is an improvement compared to Q1’s
response time, which was more than 22
hours. We advise brands to try to
respond within 30 minutes . Depending on
the nature of your service, you may want to
consider 24/7 support.”
~Jan Rezab, CEO SocialBakers.com


“The best businesses begin with
”

EMPATHY

@BrianSolis


Example Facebook Page


Example Facebook Page

• Daily ad, just $5/day:
• 30% increase in sales
• 23x return on ad spend

SEE: facebook.com/business/success


3. Conversion


Promotion – 20/80


Can you really SELL
on Facebook?

“Engage via the wall.
Sell via ads.”
~Ken Rudin, Facebook Analytics Head

SOURCE: bit.ly/7FBinsights


Conversion strategy
•
•
•
•

FIRST build tons of value (social equity)
Space out your offers
Clear CTAs
Make it really easy for
people to buy from you!


Jab, Jab, Jab, Right Hook

SEE: bit.ly/JJJRH_medium

28


Make use of Custom Audiences
• Upload your database for advertising & retargeting on
Facebook
• Segments
• Non registrants
• Unsubscribes
• Lookalike Audience
• NEW!
Website Custom Audience


Facebook ad relevancy
“Last quarter I talked about our efforts to grow our
business through improving the quality of our ads rather
than just increasing the quantity. Our goal is to reach a
point where the ads are as relevant and timely as
the
content your friends share with you .”
~Mark Zuckerberg
Source: bit.ly/1h47fzO

30


Intelligent, RELEVANT
SOCIAL ads


Facebook ads: get creative


Track & Measure


Vanity metrics
Facebook likes + PTAT

• Vanity metrics!
…unless you can connect directly to ROI

35


Get relevant fans
“The number of Facebook fans you have, in
and of itself, means very little. But make no
mistake: The number of relevant
Facebook fans who care about your
brand means everything .”
~Jon Loomer


Suggested goals
What metrics to measure on Facebook:
• more traffic to your website
• growth in email subscribers
• SEO – higher appearance on SERPs (search engine results pages)
• increase in click through rate
• increase in conversion rate to paying clients
• increase in revenue
• improved customer satisfaction
• increase in brand sentiment
• better ad performance
• improved ROI on social media time and money invested
• increase in word of mouth referrals
• increase in high-star reviews
• more foot traffic into your store


Social media ROI


Q&A
Connect with Mari on these sites:
Facebook: www.facebook.com/marismith
Twitter: @marismith
Instagram @mari_smith
Google+: www.google.com/+marismith
LinkedIn: www.linkedin.com/in/marismith
Mari’s website: www.marismith.com


Profitable Facebook Marketing - Mari Smith - Latino iConnect

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