December 2018's #SMBFAR event in Fargo, ND.

1. You Spoke, We Listened
December #SMBFAR

2. STORY
2

3. STORY
3
The Nationwide Insurance Super Bowl Ad failed because
they didn’t follow the golden rule of marketing.
The consumer determines
value

4. I’m Dave Scott. (I have the GoPro on my head)
15 years in Corporate America with brands like Verizon
Communications and California Closets
Left Corp America in 2011 to start e-commerce marketing firm
Moved to Fargo in 2015 from Minneapolis to become the Chief
Marketing Officer at BNG/ConnectBooster
Own boutique digital marketing firm that specializes in helping
mostly B2B, high-growth tech firms and e-commerce businesses

5. SOCIAL MEDIA STATS FROM 244 US OLYMPIC ATHLETES
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0.56%
56%
56% were active on
Facebook
0.77%
77%
77% were active on
Twitter
.
0.76%
76%
76% active on
Instagram
0.26%
26.4
Team USA age range
was 17-39, with
average age of 26.4
(research by Scott Digital Marketing, copyright)

6. A FEW STATS
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Most active athletes were snowboarders, figure
skaters, and alpine skiers
Least active on social were hockey players
Most popular platform was Twitter and Instagram
Least popular was Facebook

7. Why’s this data important?

8. It’s important because social media content
is about your audience, not you or me.
80% use social to engage with brands.
Customers reach brands on avg of 7 social
channels. (Twitter, LinkedIn, YT, Pinterest, Google+, Instagram)
Customers who get response on Twitter
spend 20% more and 30% likely to
recommend.
54% prefer social messaging channels over
phone or email. (including chat)
6x more expensive to solve customer issue
through a call center than social.
A FEW STATS
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(https://blog.sprinklr.com/5-stats-social-media-customer-care/)

9. How to run effective Facebook ads.
Start with end in mind: goal
Words matter: use compelling, persuasive
copy
Images matter: high-res, happy people,
humor, black and white (grayscale)

10. HOW TO RUN EFFECTIVE FACEBOOK ADS
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Purpose of your ad: Trying to do too
much with ads - trying to SELL from
the ad itself
LOOK – Captures attention
HOOK – Create connection (WIFM)
TOOK – Cause action
Strong CTA – literally spelled out
Black and white images, even
upside down images
LOOK, HOOK ,TOOK
(http://www.nicholaskusmich.com/3-keys-behind-million-dollar-fb-ads/)

11. Facebook cares about one thing: ENGAGEMENT
Facebook has algorithm that scores content
Make content interesting, inspiring, emotional
Video, video, video
Interesting images
Leverage your network, i.e. employees, contractors,
family, friends
Leverage email to invite people to ‘like’ your page
Best and most practical ways to get more page ‘likes’
in industries where you can’t run contests or
giveaways.

12. KEEPING UP WITH FACEBOOK’S ALGORITHM
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Facebook Isn’t Dead, But It’s Changing
Posts that get high amount of engagement (likes, clicks,
comments, shares) will be seen by a lot of people
Facebook methodology is rich get richer, meaning “good
stuff” will be seen by more and “boring stuff” will be seen by
few or none.
For businesses: Tell audience to change newsfeed to most
recent
Incorporate video because it drives higher engagement
Start a discussion, like a poll or about a topic to get
comments
Fewer links, more photos and tags
Make the shift toward Facebook Groups
Have to be consistent at paid Facebook ads

13. First, you need to get to know your audience. Who
is your target customer? Where do they live? How
old are they?
Do they fall into a specific demographic?
Split test your ad with different audiences (or
same)
Use email to create custom audiences
Creative needs to be awesome and needs to
differentiate in newsfeed
How to get the most bang for your buck from
paid ads and boosting Facebook posts.

14. Black and white gets 3x better ROI because of the
Von Restorff effect, aka isolation effect
Use humor, but use discretion
Short-form video, not long-form
Longer videos belong on YouTube, not Facebook
Use influencers on video and in images
BEST METHODS POSTING PICTURE AND VIDEO CONTENT (THE ONE SECRET)
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15. BEST METHODS POSTING PICTURE AND VIDEO CONTENT (THE ONE SECRET)
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16. HOW TO ENSURE PEOPLE ARE SEEING WHAT YOU’RE POSTING
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47% 53%
VISIBILITY
LESS THEN 1%-5%
Percent of your
audience seeing your
Facebook posts
75%
Percent of social media
time now spent on mobile
devices 75% 25%
75% mobile, 25%
desktop, laptop, and
tablet

17. Less than 1%-5% of your followers see what you
post on Facebook
More engagement = more followers see it
Must have certain number of followers
Post less, not more
Be consistent
How to ensure people are seeing what you’re posting.

18. Body In Balance Chiropractic.
Over 1,000 followers
Forty nine 5 star reviews (awesome)
Themed videos, i.e. Movement Monday, Foodie
Friday
Last 5 themed videos had on avg 533 views per
video
Foodie Friday videos are short with less than 3
minutes each
Tons of engagement
REAL-LIFE CASE STUDIES AND BEST PRACTICES OF 5 OR LESS EMPLOYEES
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19. REAL-LIFE CASE STUDIES AND BEST PRACTICES OF 5 OR LESS EMPLOYEES
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Over 4,700 followers
118 reviews
650+ types of engagement (likes, clicks, comments, shares)
Last 5 videos had on avg 433 views each
Engaging, funny images and meme’s
Once Upon A Child.

20. HOW TO INCREASE TRAFFIC WITHOUT COSTING A MILLION DOLLARS
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There’s not a silver bullet.
Easiest is paid ads
Best is email marketing
Social ads and content that drives traffic to
specific landing pages
Leverage personalized content, like
personalized landing pages to attract prospects
and buyers
Re-marketing, custom audiences,
Solid SEO
Giveaways
Influencers or Influencer Marketing
Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

21. Thank you.
Twitter: @davecscott
Facebook: https://www.facebook.com/dave.c.scott
Email: dave@scottdigitalmarketing.com
Skype: @davecscott1