STUDY: B2B Facebookcampaignpromoting the internet marketing seminar with Michael Leander in CairoLet meknowwhatyouthink?Preliminaryresults6 Nov 2009 at 15:35Thisstudywillbeupdatednexton December 10, 2009Michael LeanderJoin the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/

The why and howThis is what I set out to doTest a relativelyunsegmentedFacebook B2B campaignwith the objctivesyousee to the rightThis is how I did itI spentonehourcreating a simple landing page, twodifferentadds and setting it all up in FacebookI 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 interestUsing 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?Join the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/Leading to thislandingpage: http://www.fokusintegrated.com/internet-marketing-seminar-in-cairo/

1.167.713 – addimpressions815 (0,07%) – clicked to landing page132 (16,20%) – registeredto receive infoCost: 62,12 USD, CPL: 0,47 USDCPO is ?Sales process

My comments for improvement

Two observations: 1AdvertisingonFacebook in somegeo-markets is still relativelycheapFor ”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: 2If 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 pageCreateregistration formCreateconfirmation pageCreateconfirmationemailCreateadvertisementsTest links (Yes, and don’tyouforget it)Tools/dataCMS or blog system (this case WordPress)Data capture system (this case Follow-Up)Web analyticsExportleads to send to event organizerMonitor progressEventually import leads to CRM system (and thatreallysxcks)SnagIt to preparethispresentationyouarereadingnowJoin the discussionherehttp://meemoo2.com/2009/11/facebook-campaign-b2b.html/

Create landing page

Createregistration form

Createconfirmation page

Createconfirmationemail

Createadvertisements

Test links (Yes, and don’tyouforget it)

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