Learn how to choose the right platform for your customers and understand the basics of creating Facebook ads.

1. SOCIAL MEDIA MARKETING
BY MICHAEL MCKAY

3. SOCIAL MEDIA MARKETING
PICK THE BEST PLATFORMS FOR YOUR BRAND
▸ Where do your customers hang out? Ask them!
▸ Where do you get the most engagement with your
content?
▸ Focus on 2-3 platforms

4. SOCIAL MEDIA MARKETING
USING THE RIGHT MEDIA FOR EACH PLATFORM
▸ Size your images for each platform
▸ Native content vs sharing links
▸ Make sure the right image is displayed when sharing
links
▸ Facebook favors video content uploaded to its platform
▸ Content must look good on mobile devices

5. SOCIAL MEDIA MARKETINGTEXT
SAVE TIME BY SCHEDULING CONTENT
▸ Spend one hour a week to schedule content
▸ Tools
▸ Buffer
▸ Edgar
▸ Create 5 categories of content to create
▸ When to post

6. SOCIAL MEDIA MARKETING
PICK YOUR TARGET AUDIENCE
▸ Location
▸ Age
▸ Detailed targeting
▸ Education
▸ Life events
▸ Interests

7. SOCIAL MEDIA MARKETING
PICK YOUR AD PLACEMENT
▸ Pick only one per a campaign
▸ Facebook
▸ Mobile news feed
▸ Desktop news feed
▸ Right column
▸ Facebook audience network
▸ Instagram

9. SOCIAL MEDIA MARKETING
BUDGET AND TESTING ADS
▸ Experiment with different images and ad copy
▸ A few dollars a day per an ad should be enough to test
▸ Only change one variable between each ad
▸ Pick the best performing ad and turn off the rest
▸ Refine this ad for your next test

10. SOCIAL MEDIA MARKETING
FACEBOOK AD LINGO
▸ Impressions = the amount of times a post is displayed
▸ CTR = Click through rate
▸ Percentage of users who click the ad who have seen it
▸ CPM = cost per thousand impressions

11. SOCIAL MEDIA MARKETING
RETARGETING
▸ Allows you to serve ads to
▸ People who have visited your website before
▸ People on your list (emails or phone number)
▸ Very effective since most customers need to be “touched”
many times before they buy

12. SOCIAL MEDIA MARKETING
CONTACT ME
▸ mike@michael-mckay.com
▸ (203) 249-5486