STUDY: Facebook B2B campaign with real results

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/

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.

Marketing and sales process

Advertisementsendsvisitors to
”landing page”

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:-)

Twodifferentadds (not A/B)
CTR: 0,072%
CTR: 0,064%
Thisaddperformedbest, but why do youthinkthat is?
Leading to thislandingpage: http://www.fokusintegrated.com/internet-marketing-seminar-in-cairo/

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

My comments for improvement

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.

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.

Appendix: Whatwasinvolved?
Message/creative:
Create landing page
Createregistration form
Createconfirmation page
Createconfirmationemail
Createadvertisements
Test links (Yes, and don’tyouforget it)
Tools/data
CMS or blog system (this case WordPress)
Data capture system (this case Follow-Up)
Web analytics
Exportleads to send to event organizer
Monitor progress
Eventually import leads to CRM system (and thatreallysxcks)
SnagIt to preparethispresentationyouarereadingnow

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STUDY: Facebook B2B campaign with real results

by Michael Leander on Nov 08, 2009

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STUDY: Facebook B2B campaign with real results — Presentation Transcript