Facebook: Eat the Audience
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A quick brief covering some important portions of Facebook as the BOFU entity of the inbound marketing funnel. The key takeaway is for you to know that Facebook is part of your brand's story and the key element to build loyalty among your page fans.
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Facebook: Eat the Audience
- 2. © 2016 Lee Dixon | leedixon.com |lee@leedixon.com |So here’s what I know I sohereswhatIknow.com ||815.275.0671 Key Topics • Inbound Marketing • Posting • Live Streaming • Creative Copy • Facebook Messenger • Data Insights
- 3. Why Facebook is important to your business/organization? Key to Inbound Marketing Inbound Marketing: Inbound marketing is the promotion of your site via, SEO, Blogs, podcasts, Vlogs, eBooks, Whitepapers, (Physical Products) Also known as Lead Magnets • Attract • Convert • Close • Delight Large Audience • 1.6 billion users • 71% of all Adults • Closed System Marketing Social Media Bottom of the Marketing Funnel (BOFU)
- 4. Posting 1. Design / Writing 2. Scheduling 3. Events 1 2 3 4 5 6 7 8 Monday Tuesday Wednesday Thursday Friday Frequency Be consistent and post often.
- 5. Anatomy of a post Call-to-action •Page Title •Post Text •Image •Post Heading •Post Description •Sponsor •Call-to-action
- 6. Creative Copy Tell your story Build your Brand Focus on your SEO
- 8. Facebook Messenger Stay connected on the go. • Mobile • Online Autoresponder Except payments Thank you for messaging us. Just wanted to pay you for the cheese. $ 35
- 9. Super Duper ABCCorporation 882 Page Insights I • Weekly Overview | Key Performance Indicators • Post Reach: Number of eyes on all posts • Web Clicks: Web site visits • CTA: Number of interactions with your call-to-action. Represented by a number. • No Button = Post Engagements • Shop Now • Book Now • Learn More • Sign Up • Call Now
- 10. Page Insights II
- 12. Sign Up for my newsletter at SoHeresWhatIKnow.com Visit my personal site at leedixon.com Find me on social media
Editor's Notes
- Lee Dixon AAS in Graphic Design BS in Interactive Media Design MBA with a Marketing Focus
- The purpose of this presentation is to illustrate the
- Largest social media network with 1.6 billion users, 71 % of all adults within a closed system. Facebook allows you to vertically integrate your marketing and it gives you the power to control the story of you, the story of your company. And this is what we do when we participate in any social media experience on any level. TOFU: Attract MOFU: Convert, Close BOFU: Delight Key to Inbound Marketing: Social media provides the opportunity to create and share content with others who will, hopefully assist in helping to build and maintain customer loyalty. Attract: Valuable content that pulls the audience in: Blogs, SEO, Podcast, Vlogs, eBooks, Newsletters, Whitepapers Convert: Turning visitors into Leads via: Landing pages, forms, call-to-actions. Close: Turning leads into customers via Emails, Lead Scoring, CRM Integration Delight: building customer loyalty Social Media, Smart-Call-To-Action, Email Work Flows So how do we utilize this closed system to our advantage?
- When developing posts you have to: Consider Design: Make sure that images within your posts are the proper dimensions. This includes the cover page as well as your profile picture. Facebook has developed a chart for very image you post to your page and utilizing these dimensions will insure the best quality experience for the end user. This is important because post should be designed as if they where going to be advertisements. This means keeping the amount of text below 20% in images. There should always be a call-to-action and you should post often and scheduled. Facebook Profile Picture Desktop 160 pixels by 160 pixels Mobile 128 by 128 Feature Phones 36 by 36 Facebook will cover photo Desktop 828 pixels by 315 pixels Mobile 640 by 360 Feature Phones No Display
- If you boost a post with no call to action you miss an opportunity to build leads with the content and thus disrupt your inbound marketing funnel. Anatomy of a Post Page Title Post Text Image Post Heading Post Description Sponsor Call-to-action No Button Shop Now Book Now Learn More Sign Up Call Now
- When developing your creative copy the main focus is on telling, not only the story of your brand, but the story of your company. Everything you do, every post you make should be developed not only as if your planned on boosting/promoting it but they should also be conceived to help build your brand. The post should be written also to help your search engine optimization (SEO) flourish.
- Live streaming is gently becoming a major component in social marketing. With live streaming you can take advantage of broadcasting your events live. With live streaming you can take advantage of immediate engagements with your audience. Click live from your mobile device Title Start the cast
- Facebook messenger is a powerful tool that will allow you to stay connected to your page audience and others. Mobile: via Facebook Messenger application Online: via messenger.com Set up an auto respond so that you audience feel Except and make payments from customers online free
- Make sure to analyze your data insights and developpe a strategic plan to take action on those insights. Accessible from the admin panel of your Facebook Page your will presented with the Overview of your page insights at the top of your page: Overview KPI’s Post Reach Web Clicks Call-to-Actions: Number of interactions with your call-to-action. Represented by a number. No Button = Post Engagements Shop Now Book Now Learn More Sign Up Call Now
- See All When you click the “See all” button you are able to take a detailed look at other the dashboard for other KPI information for the page along with a menu on the left-hand side of the screen. Overview: Big picture of all your KPI, Organic vs. Paid Actions on Page: Interaction with contact information and call-to-action Page Views: Number of page visits Page Likes: Number of people that like the page Reach: Number of people your posts reach plus the comment, share, and like information. Post Engagement: Number of times people engage with your content. Videos: Amount of video views more than 3 seconds long Promotions: Will allow you to see your current promotions as well as create new ones should you need to. You’ll get to see a thumbnail of the promotion the amount of people reached, when the promotion ends, how much money is spent Likes Reach Page Views Actions on Page Posts Events Videos People: Break down of your audience: Gender, Age Group, Location: Country, City, Language, Messages: Total amount of conversations Each section is broken down into some sub categories specific to that page. For instance,
- See All The last two links within the menu isolate people and messages. People: This is a break down of your audience/Fans of your page by Gender, Age Group, Location: Country, City, Language, Messages: Total amount of conversations
- Please feel free to contact me using any of the following means. Social Media Connections Facbook.com/leedixonimd LinkedIn.com/in/RobertleeDixon Instagram: LeeDixonIMD Twitter: @LeeDixonIMD Email: lee@leedixon.com Phone: 815-275-0671 Leedixon.com Sohereswhatiknow.com