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Profitable Facebook Marketing by Mari Smith - Social Media Marketing World 2014 #SMMW14
 

Profitable Facebook Marketing by Mari Smith - Social Media Marketing World 2014 #SMMW14

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Profitable Facebook Marketing - How To Turn Fans Into Paying Customers: A Step-by-Step Guide by Mari Smith. Keynote session at Social Media Marketing World 2014. #SMMW14

Profitable Facebook Marketing - How To Turn Fans Into Paying Customers: A Step-by-Step Guide by Mari Smith. Keynote session at Social Media Marketing World 2014. #SMMW14

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    Profitable Facebook Marketing by Mari Smith - Social Media Marketing World 2014 #SMMW14 Profitable Facebook Marketing by Mari Smith - Social Media Marketing World 2014 #SMMW14 Presentation Transcript

    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 1 Profitable FacebookProfitable Facebook MarketingMarketing How To Turn Fans Into PayingHow To Turn Fans Into Paying Customers: A Step-by-StepCustomers: A Step-by-Step GuideGuide MARI SMITH Social Media Thought Leader Facebook Marketing Expert
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 2 Your BIGGESTYour BIGGEST Social MediaSocial Media CHALLENGE?CHALLENGE?
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 3 TIME!TIME!
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 4 ……andand ROI?ROI?
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 5 FOUR Phases:FOUR Phases: 1.1. CoreCore 2.2. Build-upBuild-up 3.3. PromotionPromotion 4.4. Follow-upFollow-up Solution?Solution? SYSTEM!SYSTEM!
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 6 4-Phase Profit4-Phase Profit SYSTEMSYSTEM PLAN: 1 year in advance quarters➙PLAN: 1 year in advance quarters➙ Add value + build community + test, track &Add value + build community + test, track & measuremeasure BusinessPage+PersonalBusinessPage+Personal ProfileProfile
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 7 • Fundamentals: CONTENT + ENGAGEMENTFundamentals: CONTENT + ENGAGEMENT • Everyday postsEveryday posts • 3x per day3x per day • Quality, relevant contentQuality, relevant content • Combo of CREATE + CURATE (OPC)Combo of CREATE + CURATE (OPC) • Strive for maximum organic reachStrive for maximum organic reach • EngageEngage promptlypromptly • ListenListen • Identify superfansIdentify superfans 1. CORE1. CORE PhasePhase
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 8 ContentContent
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 9 MariMari says…says… ““Content is KING,Content is KING, but engagement is QUEENbut engagement is QUEEN and she rules the house.”and she rules the house.” @marismith@marismith
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 10 Five key areas to test:Five key areas to test: 1)1) FREQUENCYFREQUENCY • 2x a day? vs. 1x/hour?2x a day? vs. 1x/hour? 1)1) TIMINGTIMING • Day of week + time of dayDay of week + time of day • Check “when fans online”Check “when fans online” 1)1) TYPETYPE • Status update, photo, video, linkStatus update, photo, video, link • Also: offer, event, milestone, cover imageAlso: offer, event, milestone, cover image 1)1) LENGTHLENGTH • < 120 vs. 500 vs. 1,200 characters? (63k = max!)< 120 vs. 500 vs. 1,200 characters? (63k = max!) 1)1) TAGSTAGS • @ tag other Pages@ tag other Pages TestTest
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 11 • ContentGems.comContentGems.com • Spundge.comSpundge.com • AllTop.comAllTop.com • Swayy.coSwayy.co • Feedly.comFeedly.com • Scoop.itScoop.it • Paper.liPaper.li ContentContent curation toolscuration tools
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 12 ““The current industry benchmark allows for aThe current industry benchmark allows for a response time of around 19.2 hoursresponse time of around 19.2 hours,, which is an improvement compared to Q1’swhich is an improvement compared to Q1’s response time, which was more than 22response time, which was more than 22 hours.hours. We advise brands to try toWe advise brands to try to respond within 30 minutesrespond within 30 minutes. Depending on. Depending on the nature of your service, you may want tothe nature of your service, you may want to consider 24/7 support.”consider 24/7 support.” ~Jan Rezab, CEO SocialBakers.com~Jan Rezab, CEO SocialBakers.com EngageEngage: “socially devoted”: “socially devoted”
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 13 “The best businesses begin with EMPATHY @BrianSolis ”
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 14 • Build anticipation – “coming soon!”Build anticipation – “coming soon!” • Count-downCount-down • Change cover image dailyChange cover image daily • Run a ContestRun a Contest • Consider paid promotionConsider paid promotion • Solicit and empower affiliatesSolicit and empower affiliates • Do a big reveal!Do a big reveal! • Key: have all social channels & partners queued upKey: have all social channels & partners queued up 2. BUILD-UP2. BUILD-UP PhasePhase
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 15 Can you reallyCan you really SELL on Facebook?SELL on Facebook? ““Engage via the wall.Engage via the wall. Sell via ads.”Sell via ads.” ~Ken Rudin, Facebook Analytics Head~Ken Rudin, Facebook Analytics Head SOURCE: bit.ly/7FBinsightsSOURCE: bit.ly/7FBinsights
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 16 ConversionConversion strategystrategy • FIRST build tons of value (social equity)FIRST build tons of value (social equity) • Space out your offersSpace out your offers • Clear CTAsClear CTAs • Make itMake it reallyreally easy foreasy for people to buy from you!people to buy from you!
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 17 Jab, Jab, Jab,Jab, Jab, Jab, Right HookRight Hook SEE: bit.ly/JJJRH_mediumSEE: bit.ly/JJJRH_medium
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 18 • Ideally, offer something for free firstIdeally, offer something for free first • Webinar, white paper, audio, video, membershipWebinar, white paper, audio, video, membership • What are you launching?What are you launching? • New productNew product • New bookNew book • New softwareNew software • New service offeringNew service offering • This is the time to do paid promotionThis is the time to do paid promotion • Cart opensCart opens • Early birdEarly bird • Sale cut off datesSale cut off dates 3. PROMOTION3. PROMOTION PhasePhase
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 19 PromotionPromotion CalendarCalendar FREE Promotion Calendar & Launch Plan: http://bit.ly/promocalFREE Promotion Calendar & Launch Plan: http://bit.ly/promocal
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 20 ““Last quarter I talked about our efforts to grow ourLast quarter I talked about our efforts to grow our business through improving thebusiness through improving the qualityquality of our ads ratherof our ads rather than just increasing the quantity. Our goal is to reach athan just increasing the quantity. Our goal is to reach a point where thepoint where the ads are as relevant and timely asads are as relevant and timely as thethe content your friends share with youcontent your friends share with you.”.” ~Mark Zuckerberg~Mark Zuckerberg Source: bit.ly/1h47fzOSource: bit.ly/1h47fzO Facebook ad relevancy
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 21 Facebook ads: Marketo
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 22 Surprise & delight!delight!
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 23 Example Facebook AdsFacebook Ads
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 24 • Purpose = twofold:Purpose = twofold: • Capture last minute leads & salesCapture last minute leads & sales • Gently segue back into CORE PhaseGently segue back into CORE Phase • Still time to join!Still time to join! • Last minute specialsLast minute specials • TestimonialsTestimonials • Case studiesCase studies 4. FOLLOW-UP4. FOLLOW-UP PhasePhase
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 25 Follow up posts
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 26 Follow up ads
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 27 Example Facebook SystemFacebook System
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 28 TrackTrack & Measure
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 29 Facebook likes + PTATFacebook likes + PTAT • Vanity metrics!Vanity metrics! ……unless you can connect directly to ROIunless you can connect directly to ROI VanityVanity metrics
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 30 What metrics to measure on Facebook:What metrics to measure on Facebook: • more traffic to your websitemore traffic to your website • growth in email subscribersgrowth in email subscribers • SEO – higher appearance on SERPs (search engine results pages)SEO – higher appearance on SERPs (search engine results pages) • increase in click through rateincrease in click through rate • increase in conversion rate to paying clientsincrease in conversion rate to paying clients • increase in revenueincrease in revenue • improved customer satisfactionimproved customer satisfaction • increase in brand sentimentincrease in brand sentiment • better ad performancebetter ad performance • improved ROI on social media time and money investedimproved ROI on social media time and money invested • increase in word of mouth referralsincrease in word of mouth referrals • increase in high-star reviewsincrease in high-star reviews • more foot traffic into your storemore foot traffic into your store Suggested goalsgoals
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 31 Social mediaSocial media ROIROI
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 32 SocialSocial channelschannels
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 33 LeadLead generationgeneration
    • © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith | Instagram: @mari_smith 34 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 Q&AQ&A