Facebook Marketing - What's Working Now and What to Expect Next Year

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Facebook Marketing - What's Working Now and What to Expect Next Year

  1. 1. @AndreaVahl @GrandmaMaryShow #FBWebinar
  2. 2. Today • What to do about decreased Organic Reach • What type of posts are best and how to find the best content to post • 4 cool tools to help you do your job better, faster, and more efficiently • What's working with Facebook Ads and how to get cheaper clicks • What to expect from Facebook in the upcoming year so you can get ahead of the curve
  3. 3. About me • • • • Social Media Coach, Strategist and Speaker Co-author of Facebook Marketing All-in-One for Dummies Community Manager for Social Media Examiner for 2 years Grandma Mary
  4. 4. The Not-So-Surprising News
  5. 5. Who’s cranky?
  6. 6. Source: http://www.socialbakers.com/blog/1901-paid-content-is-kingpromoted-posts-vs-organic-reach
  7. 7. Solution?
  8. 8. The Facts • Facebook is becoming Pay-to-Play • Facebook is still relevant with 1 Billion people • Facebook is one of the cheapest targeted ad platforms • Facebook is not right for everyone – TEST TEST TEST
  9. 9. Test Your Social Sites for Yourself
  10. 10. Experiment in Visibility
  11. 11. Test Page Post Types
  12. 12. And More Tests! Started posting more short, Text-only questions Posted more often during peak hours Did a “Caption this photo” Timeline contest
  13. 13. Posting Strategies What’s Working Now • Calls to action • Text 40%, Photos 40%, Links 20% • Shareable content • Ask more questions • Posting more often – 2-5 times/day
  14. 14. Post More
  15. 15. 4 Recommendations - Reframing 1. Transfer Fans to your e-mail list!! 2. Plan on Ad spend – Think Subscription model 3. Build up one other social site – Hedge bets 4. Measure what matters – It’s not about Reach
  16. 16. Transfer Fans to E-mail List • Drive social traffic to your e-mail optin – Free giveaway – Newsletter Signup – Coupon – Contest – Webinar • Social will change – Email is yours!
  17. 17. Plan on Facebook Ad Spend
  18. 18. Test Facebook Ads Strategically Know your Goals Test #1 Test #2
  19. 19. Test Plan • Create 4 ads with 2 different target audiences • Split test ads at $15/each • Compare Results
  20. 20. Hedge Your Bets • Cross-promote • Spend more time • Measure effectiveness
  21. 21. Measure What Matters KPIs – Key Performance Indicators • • • • More Engagement – Facebook Insights More Traffic – Google Analytics More E-mail signups – Special tags/lists More Sales – Google Goals, Ask, Conversion Pixels
  22. 22. Google.com/Analytics
  23. 23. Google Goals
  24. 24. ROI – Conversion Tracking
  25. 25. Conversion Tracking • One per ad • Only external websites • Not on Promoted Posts
  26. 26. 4 Cool Tools • • • • Likealyzer - Assess Canva - Create Post Planner - Post AgoraPulse - Measure
  27. 27. Assess: Likealyzer.com
  28. 28. Create: Canva.com
  29. 29. Post: PostPlanner.com
  30. 30. Measure: AgoraPulse.com
  31. 31. Facebook Insights: What’s working
  32. 32. Facebook Ads: What’s Working • • • • Custom Audiences Conversion Pixels Boosting Post vs. Promoting Post Split Testing
  33. 33. Access Custom Audiences
  34. 34. Create a Similar Audience
  35. 35. Highly Targeted: Custom Audiences
  36. 36. Boost Post vs. Promoted Post Test Test Test!
  37. 37. How to get Cheaper Clicks • • • • • Split Test ads More Clicks Click Thru Rate – CTR Sidebar - 0.07% - 0.10% News Feed 0.8% - 1.5%
  38. 38. Facebook: What to Expect • Organic Reach to keep dropping • New ways to advertise – Video Ads, More options • Mobile use to increase • Facebook will stay relevant through 2014 • Smaller businesses need to evolve
  39. 39. Thank you! Connect with me www.AndreaVahl.com www.facebook.com/andreavahl www.fb.com/GrandmaMaryShow

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