Think Facebook is only for B2C businesses? Think again. In this masterclass, Ann Stanley, Managing Director at Anicca, talks through practical tactics you can implement to generate leads from your Facebook page. Ann discusses ways in which to segment your target audience for maximum effectiveness and how to engage with them for better conversion rates.

1. B2B Facebook Strategy
Presentation for
May 2016
By

2. Expertise Commercial Integrity Responsive Partners
About Anicca
Invest in tools,
technology and
education
Our campaigns
deliver leads, sales
and profit
Ethical, transparent
and honest business
Flexible, friendly and
quick to respond to
your needs
Develop long term
partnerships to
become an extension
of your team
Formed in 2007, we work with a plethora of household names and independent brands. Being
Google Partners and Analytics Qualified means we employ only the most professional of
techniques to help businesses realise the potential of search marketing. Our services include Paid
Search, Organic Search, On and Off Page Content, Digital and Traditional PR, Social Media and
ecommerce consultancy.

3. On-site Sales/Conversions
Off-site Sales/Conversions
POEM – Paid Owned Earned Media

4. Our Services
Generating Leads,
Sales and Profit
Educating
Your Team
Building Your
Brand
Technical
Support
Digital and Search Marketing
(Paid advertising, SEO, PPC,
ecommerce marketing)
Marketing training (and
qualifications) for business
professionals
Owned and Earned media
(SEO, Content, PR, Social, Email,
MAS)
Technical consultancy in web,
Analytics, conversions and
ecommerce

5. Examples of the brands we work with:

6. Overview of digital marketing channels
Search
marketing
(PPC, SEO,
Merchant Centre)
Traffic to your site
from other sources
(email, affiliates, display ads, social,
mobile ads, PR, 3rd party sites,
shopping comparison, voucher sites)
Shopping platforms
and market places
(Amazon, eBay)
Other
off-site sales/leads
(Social commerce, Mobile Apps,
daily deals sites)
Conversion
optimisation
On-site Sales/Conversions
Off-site Sales/Conversions
On-Site Sales/Lead generation
Off-Site Sales/Lead generation

7. Your brands website, social profile, app or shopping content
Shopping /
Marketplaces
Search Social
Other websites,
media or apps
Paid Owned Earned
Technical Content
Web/technical SEO Analytics / CRO Text
Social
Content
Media
Shop Search Social Display Search Social Social PR
Content
Pieces
POTENTIAL CUSTOMERS

8. 2015 vs 2014 UK digital advertising spend
2014 2015

9. Facebook for Businesses

10. Current Landscape
• Facebook has 40.7 million unique visitors in the
UK, which is 86% of the total digital population
• 59% of Facebook users login in twice a day with
20% of adults checking in more than 10 times.
• The average Facebook user then consumes 12
pieces of content per session
• 84% of B2B marketers use Facebook to
distribute content
• 65% of B2B marketers say Facebook generate
leads (Recent study by The Drum
http://bit.ly/25Ir7kZ)

11. Why should you consider Facebook?
• Advertising intelligence that’s cost effective
• Audience size
• Superior distribution with visual and video creative
• In depth analytics and insight
• Localisation
• Products available such as Instant Articles, Facebook
Live, Chat Bots and much more

12. Misconception
“Facebook works for B2B: Facebook users want awesome distractions. Show
them something awesome that helps with their work, and they’ll click” Brain
Carter, 2016
‘Facebook users aren’t in a business frame of mind when logging into
Facebook’

13. How to be successful on Facebook

14. How to make your business successful on
Facebook
Clear objective
What exactly do you want your social media to do?
Know your audience
How does your audience interact on Facebook?
Captivating content
What will make your customer elect to pull your posts through
their filter
Optimised distribution
When’s the most effective time to talk to you customer
Measure, test and adapt
Consistently measuring and testing your activity will keep you
ahead of the curve

15. Objectives

16. Objectives
• Free traffic to my website!
• To sell loads of stuff and make lots of money!
• To tell everyone about us and what we do!
• To communicate with a younger or different target market that uses these platforms
• To help with my search engine optimisation (SEO) and building links to my site
• To listen and understand what people are saying about us
• To provide helpful information or resources
• To be seen as a technical expert or specialist
• To develop a community and interact with our customers
• To respond to customers needs and improve our customer service
NO!

17. Audience

18. Audience: Current fanbase
• Use Facebook Insights
to understand who
your current audience
is
• Review your fans vs
people reached vs
people engaged to
ensure your talking to
the right audience

19. Audience: Current fanbase cont…
• Use Facebook Audience
Ad Insights to understand
more about your current
and target audience
• You can discover device
information, job titles,
relationship status and
who else they ‘like’ on
Facebook

20. Audience: Facebook behaviour
Facebook Audience Ad Insight also provides data on your audience’s actions on Facebook,
helping to identify what type of behaviour and interaction your audience responds to. This
will help inform KPIs and call to actions.

21. Audience: Research (Mosaic)

22. Content

23. Why content is important for Facebook
• Without quality content any activity on Facebook
will fail.
• The aim of your content – both visual and text is to
not only stand out on the newsfeed but to move
the user towards some sort of action.
• What you need to remember is that users interact
differently on social than they do on other channel.
So never duplicate content to Facebook, always
create bespoke, snackable and visually impactful
content.

24. Content: B2B doesn’t mean boring to boring
We create a bespoke Content Marketing Strategy that builds from the Keyphrase Research and the
Technical SEO, whilst retaining the message, tone and style of the external campaign
We use a range of tactics to create On Page, Off Page, Content collateral and Outreach – here are
some examples carried out for other clients:

25. How to create excellent content:
Ideation tools

26. How to create excellent content: Leverage
your community
Use your community to:
• Capture ideas and problems your potential
prospects may have through ‘social
listening’
• Leverage peer recommendations for
content

27. Writing the perfect post
If you think about how someone consumers social media posts, it’s quick, visual and often
through mid scroll. For example only 6% of social media users read copy word for word. This
means your copy has to be short, succinct but also compelling and focused on driving the
user towards an action.
When composing your posts consider:
• What am I trying to stay?
• What words will express it?
• How can I convince someone to take action?
• Would I click or interact if I saw this post?

28. Copy Examples
• Quick Guide
• A complete guide to
• Questions you should ask before
• Rules for
• Essential steps to
• Most popular ways to
• Tips for busy
• Tactics to
• What no one tells you about

29. Brands that ‘get it’

30. Brands that don’t

31. Distribution

32. Distribution Process
Before distributing you need to determine:
• What is the objective of this piece of content?
• Who is the audience of this content?
• What does success look like?
• How do the above 4 questions impact on the timing, tone of voice, frequency, imagery,
channel and call to action?

33. Social Media Posting Check List
All activity will require:
• Shortened, trackable utm links
• Correctly sized imagery or URL card
• Compelling copy and objective driven call to actions
• Scheduled in time and day for posting
• Agreed KPI

34. How do I find the best time to post?

35. How to keep timing optimised
Best times to post should consistently be monitored and adapted ever quarter. Tools such as
Facebook Insights and Likeanalyzer can help identify active audience times, however it is key
a test and learn approach is adopted.
• Post a few minutes after the hour to allow for scheduled posts by other business to be
distributed
• Consider the time of day and the action you would like the user to take. Users will be more
likely to click and read articles during commutes or evening
• Consider second screening particularly on Twitter. If there is a key sporting, national or TV
event Twitter noise will increase making your message a lot harder to be seen

36. How to Create Excellent ContentPost Types

37. How to Create Excellent Content
What post types should I use?

38. Test, learn and adapt

39. What you can track
Measure Reach Engagement Action Advocacy
Paid
• Impressions / Reach
• CPC / CPM
• Interaction Rate
• Relevancy Score
• Click Through
• Completed Plays (Video)
• Purchase Consideration –
Telephone or Enquiry
Form
• Sales / Attribution
• Mentions in Earned
Channel
• Acquisition to Fan /
Follower
Owned
• Post reach /
impressions
• Page views
• CPM & Media Value
• Share of voice vs.
competitors
• Interaction Rate
• CTRs
• % new visits vs return
(website)
• Bounce Rate (website)
• Time & pages per
session (website)
• Engaged Users
• Open Rates
• Purchase Consideration
– Telephone or Enquiry
• Attribution
• Recommendations
• Ratings and Reviews
• Repeat interaction
• Sentiment
Earned
• Reach % non fans
• Number of mentions
• Mentions reach /
impressions
• Comments, shares and
likes
• Followers
• Platform traffic (dark
social)
• Purchase Consideration
– Telephone or Enquiry
• Attribution
• Recommendation rate
• Ratings and reviews
• Sentiment

40. What you should track
• When setting KPIs, think about context.
For example tracking impressions doesn’t
mean anything unless the quality is
quantified with other metrics such as
interactions, clicks and bounce rate.
• Each metric you track should quantify
your starting objective.
• If you’re running Facebook advertising
you should always integrate Conversion
Pixels.

41. Facebook Insights

42. Other free tools
• http://likealyzer.com/
• http://simplymeasured.com/free-social-media-tools/
• http://socialmention.com/
• https://grytics.com

43. A closer look at Facebook distribution
tactics

44. Facebook Advertising

45. Facebook Advertising
• One of the many benefits of
Facebook advertising is that you
can now target job titles, industry's
and employers.
• If you have a broad target audience
we recommend using narrow
audience and exclude people to
ensure you are reaching the right
types of users

46. Ad Types

47. Lead generation
When someone clicks on your lead
ad, a form opens with the person’s
contact information automatically
populated. This makes filling in the
form as fast as two taps.
The Benefits:
• Quick and easy method to attain
customer’s data
• Reduced cost per lead
• Respond to leads in real time
Facebook Lead Ads

48. Facebook Carousel Ads
This ad format showcases 3-5 images and links within a
single advert unit to direct people to specific locations
on your website.
The Benefits:
• Allows you to target prospects who might have shown
interest in a number of different offerings
• Promote different areas / strengths of your business
• Drive lower cost per click than single image ads
• Allows you to A/B test a range of content in one ad

49. How to include Facebook advertising in
your digital strategy
• Your Facebook paid and organic strategy
should be separate in terms of the content
promoted. But joined up on messaging
• Utilise your paid Facebook strategy in
conjunction with your Adwords approach,
considering which stage the customer will see
and engage with your ads
• Use Facebook’s hyper targeted audience to
start collecting & segmenting data in Google
Analytics for potential expansion to Google
network

50. Live Video

51. Facebook Live
“…in 2019, video will account for over 80%
of the world’s internet traffic and almost a
million minutes of video will be shared
every second.”
The Benefits:
• Facebook’s News Feed puts emphasis on
live streaming
• People are automatically notified – unless
they proactively opt out
• No need for expensive production costs
• The visibility

52. How to include Facebook Live in your
social media strategy
Facebook Live can be great way to deliver Q&As and informative seminars that drive
thought leadership and bring personality to your business.
• Tell fans when you're going to broadcast. Create a "30-minute warning" post to tease your
broadcast.
• Ask viewers to subscribe and receive notifications of future broadcasts.
• Write a compelling headline (aka show title) before going live. "Join Us On Facebook Live!"
is not a compelling title. Be specific.
• Make sure you have a strong internet connection. You don't want your broadcast to
suddenly quit because of a bad WiFi signal.
• Establish a schedule so that viewers know when to expect your broadcasts.

53. Audience Optimisation

54. Audience Optimisation for posts
A free and completely under used
Facebook feature, audience
optimisation for posts allow you to
deliver segmented organic content to
the right audience.
You can even put in audience
restrictions, limiting competitors or
those who have no propensity to buy
from you seeing the content.

55. If you’re wondering where to turn
Audience Optimisation on…

56. How to include Audience Optimisation in
your digital strategy
Utilise Audience Optimisation to create a level of segmented organic posting that focuses on
• Localised messaging
• Demographic and or interest specific
• Time sensitive posts

57. Instant Articles

58. Facebook Instant Articles
The Instant Articles program allows
publishers to host content directly on
Facebook instead of posting links to
direct users back to their own
websites. It’s designed, in part, to
help address the problem of slow
loading times on the mobile Web and
reduce drop outs
The benefits:
• Instant Articles load up to 10 times
faster than the mobile web
• Works with Medium and Steller
• Immersive Facebook experience

59. How to include Instant Articles in your
digital strategy
• Instant Articles is a fantastic tool to
use in driving thought leadership. It
should be incorporated into the
wider content marketing strategy and
utilised in a similar way to LinkedIn
Pulse
• Create unique pieces of content that
fit with the audience’s psychology /
habits on the platform
• Leverage influencers to create Instant
Articles for you

60. Conclusion

61. Tips for getting started
1. Identify your marketing and social media objectives
2. Audit your audience and the platform
3. Assess internal resource
4. Plan a distribution strategy and identify key performance indicators
5. Test, measure and adapt

62. Any Questions?
Ann Stanley
Managing Director
ann@Anicca.co.uk
@annstanley
Samantha Hearn
Head of Social Media
sam@Anicca.co.uk
@_thesocialsam