Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BrightonSEO - How to win fans and reach people

1,175 views

Published on

Slides from my presentation at BrightonSEO September 2015.

Published in: Marketing
  • Be the first to comment

BrightonSEO - How to win fans and reach people

  1. 1. How to win fans and reach people Practical tips for Facebook @jesstiles
  2. 2. A little story from Africa
  3. 3. Website & resources Facebook page How to get social sessions? How to get Facebook page likes
  4. 4. How to win fans
  5. 5. Buy page likes
  6. 6. New page likes 968 15,423 1493% Website clicks 24,741 4,431 -82% Organic reach 7.57% 6.91% -9.55% All sessions 1,387,120 1,247,286 -12% Cost per session 0.0008 0.0016 100% Doing the math * Based on 4 weeks of test data
  7. 7. Spending money buying likes leads to less website traffic at almost double the cost per session
  8. 8. I want it to be free
  9. 9. SEO your Facebook page
  10. 10. Use your owned media
  11. 11. Website
  12. 12. Emails
  13. 13. Confirmation pages
  14. 14. * Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails CTR performance CTR Like box homepage 0.04% Nice to haves Icon header 0.01% Icon footer 0.06% Icon newsletter 0.05% Icon transactional 0.20% Do this Confirmation page 6.26% Winning
  15. 15. Link to your Facebook page at the end of every user journey to win fans
  16. 16. How to reach people
  17. 17. Organic reach is declining
  18. 18. Edgerank simplified Engaging posts Clickable posts +
  19. 19. Sessions $ Engagement rate (likes + comments + shares / reach) Conversion rate Reach Fans CTR
  20. 20. Step 1: Get engagement No grumpy cat
  21. 21. Puzzle 0.89% engagement rate Quote 0.62% engagement rate Humour 0.61% engagement rate Everyone can do this
  22. 22. TBT 0.75% engagement rate Holiday 1.00% engagement rate Birthdays 2.89% engagement rate You can do better NationalismNostalgia Culture
  23. 23. Engagement Rate Humour 0.61% Quote 0.62% TBT 0.75% Puzzle 0.89% Holidays 1.00% Birthdays 2.89% Be brand relevant Connect on an emotional level to your persona for better engagement
  24. 24. Step 2: Get clicks
  25. 25. Brand What is more clickable? Product Category
  26. 26. Winner: Category posts * Based off 371 posts Your fans are looking to browse Post CTR Bounce Rate Product 2.69% 63% Brand 2.47% 52% Category 3.19% 33%
  27. 27. Grab attention with category themed posts, get the click and then lead your fans down the conversion path. Don’t only hard sell.
  28. 28. What about posting articles? Blog articles can be both clickable and engaging May not be best for conversions
  29. 29. Align format to objective Engagement Reach Clicks Image Best Average Poor Link Average Average Best Video Average Best Poor Status update Poor Good Poor
  30. 30. Step 3: Post quality
  31. 31. QUESTION How often are you posting right now?
  32. 32. 4 to 6 posts per day 60 to 80 posts per day Optimum post frequencies Consumer goods Publishing e.g. Asos, eBay e.g. BBC, HuffPost
  33. 33. Do social differently
  34. 34. Initial social Strategic social Branded searches 16,000 16,000 Brand name SERP rank 4 2 Branded CTR 4% 11% SEO FB page visits 640 1,760 Sessions at end of user journey 2,700 2,700 Owned media CTR 0.05% 6.26% Owned media FB page visits 1 169 3x more Facebook fans
  35. 35. Initial social Strategic social Number of posts per day 2 6 Organic reach per post 1,407 2,104 Impressions 19,698 59,094 CTR (with half clickable posts) 2.69% 3.19% Sessions 265 942 Bounce rate 63% 33% Non-bouncing sessions 98 631 6x more non-bouncing sessions
  36. 36. Winning strategy SEO Facebook page and link at the end of user journeys Post more engaging and clickable content more often + Follow @JesStiles

×