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INBOUND15
FACEBOOK MARKETING
SUCCESS
Proven Ways To Generate More
Traffic, Leads and Profits
Mari Smith
CEO, Mari Smith International, Inc.
@marismit
h
INBOUND15@marismith
1. Three Critical Facebook Trends
2. Top Facebook Marketing Mistakes Businesses Are
Making
3. Clear Objectives: What Are You Selling?
4. Content Strategy: Facebook Power Tips
5. Mari’s Four-Phase Social Media Profit System
6. Amplification  Lead Generation Strategy
AGENDA
INBOUND15@marismith
Seeing your content
Not seeing your content
6%
The problem with
Facebook organic
reach…
…explained in a
single graphic
INBOUND15@marismith
6%
• More content, more friends,
more pages
• 1,500-15,000 potential stories
• 100,000+ algorithm weights
• 300 stories selected
• Content is affected by user
interaction (or lack thereof!)
INBOUND15@marismith
1 THREE CRITICAL
FACEBOOK TRENDS
INBOUND15@marismith
TREND #1
Facebook is disrupting
television and video
INBOUND15@marismith
INBOUND15@marismith
(general blank slide)
Can Facebook overtake YouTube? Yes!
INBOUND15@marismith
Mobile video
• Mobile video traffic to
grow 55% each year
until 2020
• 600M LTE subscriptions;
3.7Bn by 2020
INBOUND15@marismith
Media channel
Facebook is 10 times
larger than the biggest
TV channel on the
planet
INBOUND15@marismith
TREND #2
Huge emphasis on
Messenger for Business
INBOUND15@marismith
Response time
• Respond to 90% of
messages
• Maintain median
response time of 5
minutes
INBOUND15@marismith
TREND #3
Brand story telling
INBOUND15@marismith
The Herbivorous
Butcher
• Kale & Aubrey – brother
and sister
• Quirky, fun, personal
INBOUND15@marismith
People-centric
“To make the world
more open and
connected.”
INBOUND15@marismith
INBOUND15@marismith
2 TOP FACEBOK
MARKETING MISTAKES
BUSINESSES
ARE MAKING
INBOUND15@marismith
• People complain – tried and failed
• So many businesses trained to ‘just try it’
• BUT…
• User error!
• Unclear message?
• Confusing landing page?
• Wrong target, or too wide?
• KEY = education!
Facebook ads don’t work? 
INBOUND15@marismith
1. Not RESPONDING to fan posts and comments.
2. Your posts are overly PROMOTIONAL.
3. Using only the BOOST button.
4. Promoting posts without a measurable ROI.
5. Targeting the wrong AUDIENCE.
6. Not having a BUDGET for ads.
7. Placing ads without one of the six TRACKING pixels.
Facebook Mistakes
INBOUND15@marismith
3 CLEAR OBJECTIVES:
WHAT ARE YOU
SELLING?
INBOUND15@marismith
• PRODUCT
• LEADERSHIP
• MARGIN
• SALES and MARKETING?
Which is most important?
INBOUND15@marismith
“NOTHING happens
until somebody sells
something.”
~Darren Hardy
INBOUND15@marismith
 Drive traffic to your website
 Increase online sales
 Launch a new product
 Build your email list
 Build brand awareness
 Improve customer service
 Drive in-store sales
 Get more check-ins
Example objectives
INBOUND15@marismith
4 CONTENT STRATEGY:
FACEBOOK POWER TIPS
INBOUND15@marismith
Create content that STANDS OUT…
…but is still CONTEXTUAL
INBOUND15@marismith
Inform Entertain CTA
3 content ‘buckets’
INBOUND15@marismith
1. “SHAREABILITY:” Craft content with your audience’s audience in mind.
2. PROMPT response wins. Every time.
3. Personalize your posts. Write as I/We when appropriate.
4. Address commenters by first name.
5. Moderators should sign off with his/her first name.
6. Be friendly and upbeat, but don’t try “too hard.”
7. Humor often works with all audiences, if done tastefully.
8. Monitor other Facebook Pages to see what catches your eye.
Content & engagement tips
Grow Your Business with
Special Promo Pages!
22Mari.com
Facebook Approved Technology
INBOUND15@marismith
5 MARI’S FOUR-PHASE
SOCIAL MEDIA PROFIT
SYSTEM
INBOUND15@marismith
4-Phase Profit System
PLAN 1 year in advance  quarters
Add value + build community + test, track & measure
CORE Phase
• Fundamentals
• Everyday
posts
• Quality content
• Engagement
• Community
• Listen
• Identify
superfans
BUILD-UP Phase
• Anticipation
• Empower
affiliates
• Count-down
• Contest
• Big reveal!
PROMOTIONPhase
• Free (webinar)
• Replay
• Encore
• Paid promotion
• Cart opens
• Early bird
• Sale cut offs
FOLLOW-UP Phase
• Still time to
join!
• Last minute
specials
• Testimonials
• Case studies
BusinessPage+PersonalProfile
INBOUND15@marismith
6 AMPLIFICATION  LEAD
GENERATION STRATEGY
INBOUND15@marismith
Value + engage
Pay to amplify the reach
of your BLOG POST
content containing
helpful tutorials,
resources, tools, etc.
INBOUND15@marismith
Retarget!
• Create ‘dark posts’
with offers
• Target your Website
Custom Audience
• Target Lookalike
Audiences
INBOUND15@marismith
1. Post more native VIDEO (use Facebook Live!)
2. Experiment with posting outside business HOURS
3. Mix up frequency—try posting LESS often!
4. Mix up post TYPES
5. Test post LENGTH
6. Include @ TAGS of other Pages
7. REPOST popular posts
8. Pre-select target AUDIENCE (post-gate)
9. Drive traffic from other sources
10. EMBED posts and videos on your blog
Organic reach tips
INBOUND15@marismith
Facebook Live
• Game changer
• Verified Pages
• Public Figures
• Mentions app
• Instant native video
• Highest organic reach
INBOUND15@marismith
Example
• Focused
• Breaking news
• Relevant
• Highly shareable
INBOUND15@marismith
Secret to Facebook success?
Be a MEMBER first, marketer second
INBOUND15@marismith
INBOUND15@marismith
• How to create CONTENT?
• How to keep up?
• Where to FOCUS?
• How to “do it all”?
• How to COMPETE?
• Organic vs. PAID?
• How to measure ROI?
Biggest business challenges:
INBOUND15@marismith
marismith.com/inbound
INBOUND15@marismith
Cheers! 

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