Facebook
Marketing Tactics
Matthew Kay
Head of Search Marketing
Klood
Today You Will Learn
• An overview into the basics of Facebook
Marketing, incorporating both Organic & Paid
reach.
Head of Search Marketing at
Klood, a UK based digital
marketing agency.
We are a hybrid of both internet
marketing softwar...
Agenda
• Define the Strategy
• Text, Links, Images & Videos
• How to use Questions
• Competitions & Sweepstakes
• Introduc...
Define the Strategy
What is the Goal?
Social Media
Strategy Funnel
Engagement & Awareness
and Community Management
are a longer sales process
than Direct Acquis...
Social Media Strategy Matrix
- Sole focus on awareness
& engagement
C - Focus on customer
service and response
management
...
Text, Links, Images & Videos
Most engaging post types
How to use Questions
• “Question posts get 100% more
comments”
KISSmetrics
• Posing a question at the end of your post
inc...
Competitions & Sweepstakes
• Use apps for data collection
• Use comment/like competitions to get
better reach
• Ensure you...
Introduction to the Power Editor
• “Power Editor makes it easy to create,
edit and manage ads and campaigns in
bulk, even ...
Key Power Editor Features
• Bulk Ad Management
• Conversion Tracking
• Dark Posts (do not appear on newsfeed)
• CTA Button...
Conversion Tracking
• Bridging the Gap
• Understanding the
impact of social
• Quantifiable Results
CTA Buttons
• Improve click-through
rates
• No more need for
awkward CTA’s in your
copy or image
• You can now concentrate...
Audiences
• Custom Audiences
• Data File (CSV)
• MailChimp
• Mobile Application
• Website Visitors
• Lookalikes (minimum s...
Worrying about the right statistics
• Engaged Users
• Engaged Fans
• Link Clicks
• Conversions
not
• Likes
• Reach
• Talki...
Integration to other marketing efforts
• Grow your email database
• Use as a PR tool
• Cross promotion between other platf...
Move The Needle
Move The Needle
Create your first ad using the Power
Editor. Follow the guide at Social Media
Examiner;
http://www.socialm...
- Define your objectives
- Create image led content
- Use competitions for engagement & awareness,
but try to capture data...
www.onlinemarketinginstitute.org
Thank You!
Learn more at
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Facebook Marketing Tactics

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  • Buttons - Shop Now, Learn More, Sign Up, Book Now, Download
  • Please keep thank you page as is.
  • Facebook Marketing Tactics

    1. 1. Facebook Marketing Tactics Matthew Kay Head of Search Marketing Klood
    2. 2. Today You Will Learn • An overview into the basics of Facebook Marketing, incorporating both Organic & Paid reach.
    3. 3. Head of Search Marketing at Klood, a UK based digital marketing agency. We are a hybrid of both internet marketing software and online managed service. www.klood.com About Me
    4. 4. Agenda • Define the Strategy • Text, Links, Images & Videos • How to use Questions • Competitions & Sweepstakes • Introduction to the Power Editor • Worrying about the right statistics • Integration to other marketing efforts
    5. 5. Define the Strategy What is the Goal?
    6. 6. Social Media Strategy Funnel Engagement & Awareness and Community Management are a longer sales process than Direct Acquisition.
    7. 7. Social Media Strategy Matrix - Sole focus on awareness & engagement C - Focus on customer service and response management - Highly involved strategy – difficult to justify ROI w/ split focus - Primary focus on direct aquisition
    8. 8. Text, Links, Images & Videos Most engaging post types
    9. 9. How to use Questions • “Question posts get 100% more comments” KISSmetrics • Posing a question at the end of your post increases the interaction rate by 15% Buddy Media
    10. 10. Competitions & Sweepstakes • Use apps for data collection • Use comment/like competitions to get better reach • Ensure you abide by Facebook’s Promotions Guidelines; https://www.facebook.com/page_guidelines.php
    11. 11. Introduction to the Power Editor • “Power Editor makes it easy to create, edit and manage ads and campaigns in bulk, even across a large number of different ad accounts.” Jon Loomer • Supported in Google Chrome only
    12. 12. Key Power Editor Features • Bulk Ad Management • Conversion Tracking • Dark Posts (do not appear on newsfeed) • CTA Buttons • Audiences • Custom Audiences • Lookalike Audiences
    13. 13. Conversion Tracking • Bridging the Gap • Understanding the impact of social • Quantifiable Results
    14. 14. CTA Buttons • Improve click-through rates • No more need for awkward CTA’s in your copy or image • You can now concentrate on a compelling message • Examples; Shop Now, Learn More, Sign Up, Book Now, Download
    15. 15. Audiences • Custom Audiences • Data File (CSV) • MailChimp • Mobile Application • Website Visitors • Lookalikes (minimum size of 100) • Similarity • Reach
    16. 16. Worrying about the right statistics • Engaged Users • Engaged Fans • Link Clicks • Conversions not • Likes • Reach • Talking about this
    17. 17. Integration to other marketing efforts • Grow your email database • Use as a PR tool • Cross promotion between other platforms
    18. 18. Move The Needle
    19. 19. Move The Needle Create your first ad using the Power Editor. Follow the guide at Social Media Examiner; http://www.socialmediaexaminer.com/face book-power-editor-guide/ Move the Needle
    20. 20. - Define your objectives - Create image led content - Use competitions for engagement & awareness, but try to capture data to help with other marketing efforts - Get familiar with the Power Editor - Use the right metrics for reporting Key Takeaways
    21. 21. www.onlinemarketinginstitute.org Thank You! Learn more at

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