Ramp Up Facebook Results & ROI

© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
How To Ramp Up Your
FACEBOOK RESULTS & ROI
with
@MariSmith
#CisionWebinar

© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 2
Facebook Boost Your Business

2015 Facebook #fbboost
• 40 million active small business Pages
• 2 million active advertisers
• 16 featured success stories!
– Facebook & Instagram
• Over 200x 1:1 consults
• Best practices from
the ‘Facebook universe’
3

Social Revolution
• Facebook is disrupting:
– TELEVISION:
• Larger than any TV network
– VIDEO:
• Overtaking YouTube
– SEARCH:
• Social referrals now outnumber search
– EMAIL:
• Messenger app
– COMMERCE
• Buy button
4

Pop Quiz
• What percentage of people actually see
your Tweets or Facebook posts?
– Tweet = < 2% of your following
– Facebook post = average 4%
5

Seeing your content
Not seeing your content1-4%

Declining Reach
• Success on Facebook requires a PLAN!
7

#1: CRAFT YOUR COMPELLING CONTENT
PLAN
• #1 problem business owners face
• Use an editorial calendar
– http://bit.ly/SM_calendar
• Drop content types into 3 ‘buckets’
• Be sure to repurpose
• Create + Curate (OPC)
8

Inform Entertain CTA
3 Content ‘Buckets’

Create vs. Curate
• Your own content:
– Take one piece of content & repurpose
• Blog post, slides, infographic, video, audio, images
• LINK posts – make sure you have the proper
Facebook image preview 1200x627
– See this WP Plugin: http://bit.ly/fbWPplugin
• OPC: other people’s content:
– Become a master curator!
10

Content is KING
• Get inspiration from media companies
• Facebook is a publishing platform
• Instant Articles
– Media companies publish content ON Facebook
– FAST loading (10x)
– Highly engaging,
keep eyeballs
11

Focus on VISUAL
• Our brains can identify images in 13 milliseconds!
• Posts with images have 2.3x more engagement (BuzzSumo
analyzed 100M Facebook updates)
12

Your Audience is VISUAL
• 65% of your audience are visual learners
13

Content Types
1. Video
2. Status
3. Link
4. Photo
14
• Mostall ads are LINK posts.
• VIDEO ads are the next trend.

Facebook Live
15

Photos, Videos, Links
• Top brands have all but abandoned status
updates for VISUAL MEDIA and LINKS.
16

#2 EMBRACE STORYTELLING
• Sven – Jelly Skateboards
17

Example: The Herbivorous Butcher
• Brother & sister
• Kale & Aubry
18

“Our goal is to
reach a point
where ads are
as relevant and
timely as the
content your
friends share
with you.”
~Mark Zuckerberg
Photo credit: bkmag

More Examples
• Suja Juice
• Chef’s Roll
• Tri-Swim Coach
• The Patchery
• Greenwich Vintage
• The Peach Truck
• Fire Pit Art
• Parachute Media
20

8 Facebook Stats
1. Posts on Sunday = 52.9% more interactions
2. Posts 10–11pm EST = 88% more interactions
3. Image posts = 179% more interactions
4. Videos = most shared (89.5 average shares)
5. End with a question = 162% more interactions
6. Posts with 150-200 characters = 238.75 shares
7. Link to long form content = 40% more interactions
8. Posts via 3rd party app = 89.5% less engagement
22

Native vs. 3rd Party Tool?
• The data does not mean using a tool
lessens engagement. Lower engagement
may result from:
– people creating less engaging content via a tool
– cross-posting from other platforms, e.g. Twitter
– not optimizing images for Facebook
– scheduling posts after a story is
relevant
– users don’t want to engage with
posts that look automated
23

Free Tool
• Analyze Facebook post performance on
any Page
24

#3: INTEGRATE PAID CAMPAIGNS
• “Facebook ads don’t work” 
– People complain – tried and failed
• So many SMBs trained to ‘just try it’
• BUT…
– User error!
– Unclear message?
– Confusing landing page?
– Wrong target, or too wide?
• KEY = education!
25

Example Objectives
• Use Facebook ads to:
– Build your email list
– Launch a new product
– Drive traffic to your website
– Increase online sales
– Drive in-store sales
– Improve customer service
– Build brand awareness
– Improve engagement
27

Include clear CTAs
• Call-to-action
• Social CTA
– to increase engagement ON Facebook
• Sales/sign up CTA
– drive fans off Facebook
28

#4 USE ‘FRAME OF MIND’ MARKETING
• Google = “search mode”
– PROBLEM  SOLUTION
• Facebook = “social mode”
– CONNECT, SOCIALIZE
29

EXAMPLE: Create 6-Figure Courses
See: http://bit.ly/6figcourse
30

Jeanine Blackwell: Create 6-Figure Courses
31

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
32

#5 – TARGET THE RIGHT AUDIENCE
• HUGE variety of targeting options
– Your own fanbase,
+ their friends
– OPF
(other people’s fans)
33
Image: AdEspresso.com

Custom Audiences
• Custom audiences
– Your own database
• Upload your email list, in segments
• Exclusion audiences
– Your own website traffic
• Specific pages
– Lookalike audience
• Sweet spot: target 10%
34

#6: USE PIXELS TO TRACK & MEASURE
• “Over 90% of Fortune 500 companies are
not doing Facebook ads right!” @mixpo
35

@marismith

#7: BE PEOPLE-CENTRIC
• People-focused both ways:
– Weave more of YOU & your personal story
into your content
– Provide exemplary customer care
• FASTEST response time wins
– Warm, personal, human
– Use first names
– @ tag
• Surprise and delight
– Think outside the box
38

Mari says…
Content is King, but engagement is Queen
and she rules the house! 
39

Response Time
40
• Respond to 90% of messages
• Maintain median response time of 5 minutes

SERVICE is the new social
• US Companies Rank Among Worst
Globally in Social Customer Care
– Facebook, US = #23 out of 24 countries
– Twitter, US = #33 out of 37 countries
41

Getting Your Content Seen
• A recent study by Heinz Marketing
estimates that 60-70% of content on a
B2B company website goes unseen.
• Epic content is not enough, it needs
AMPLIFICATION
– “the real power only comes to
those who can create content
that connects, engages, and
moves through the network
through social sharing.”
~ Mark W. Schaefer
42

Organic Reach
43

Organic Facebook Reach Tips
44
1. Post more native VIDEO
2. Mix up post TYPES
3. Test post LENGTH
4. Test posting outside business HOURS
5. Mix up frequency—try posting LESS often!
6. Include @ TAGS of other Pages
7. REPOST popular posts
8. Pre-select target AUDIENCE (post-gate)
9. Drive traffic from other sources
10.EMBED posts and videos on your blog

4x Your News Feed Visibility
• Personal Profile?
1. Friends
2. Followers
• Business Page
3. Fans (Likes)
• Groups
4. 100% reach?
• Edit News Feed Settings
• Create Interest Lists
45

Grow Your Business with
Special Promo Pages!
22Mari.com
Facebook Approved Technology

Strategic Content Plan
• Use an editorial calendar
• Post compelling stories &
customer experiences
– Tell your brand’s story
– Gather customer stories
• Provide exemplary social customer service
• Encourage people to visit your website
• Build your Website Custom Audiences
– Using the retargeting pixel
• Amplify content
– Paid promotions: increase engagement + conversions
• Repurpose content
47

Biggest SMB
Challenges?
– How to create CONTENT?
– How to KEEP UP?
– Where to FOCUS?
– What to DELEGATE?
– Organic vs. PAID?
– How to measure ROI?

Connect with Mari on these sites:
Facebook Page: www.facebook.com/marismith
Facebook Profile: www.facebook.com/maris
Twitter: @marismith
Instagram @mari_smith
LinkedIn: www.linkedin.com/in/marismith
Web: www.marismith.com

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