This document discusses using Facebook marketing for ecommerce businesses. It covers creating a Facebook page for branding and engagement. It emphasizes regular posting of quality content including images, hashtags and calls to action. Facebook ads are also discussed as a way to drive traffic through paid promotion of the website, videos, apps or page. Metrics like leads, sales and ROI should be tracked to measure the effectiveness of digital marketing campaigns. Customer engagement and acquisition cost are important factors for business growth.

1. Facebook Marketing
for Ecommerce
John
Solomon Software
www.solomondomain.com
17 May 19

2. Business Concepts
Part - 1

3. Results of Successful Business
• Profit - (Pass mark)
• Positive Cash Flow - (First Class)
• Growth - (Distinction)

4. Quiz
• Do you have Positive Cash Flow?
• Do you grow more than 10% per year?

5. Mission Statements
• High Performance Team
• Growth

6. Quiz
What is your Mission?

7. Four Functional Areas of Business
Operation Marketing
HR Finance

8. Quiz
• Do you use CRM/ ERP for standardizing Business
Operations?
•Do you have marketing plan?

9. Growth Factors
• Innovation
• Research and Development
• Build High Performance Team
• Partnering Strategy
• Develop Marketing Strategy
• Build and Develop Investor Relationship
• Growth should be more than inflation.

10. Marketing
Part - 2

11. Peter Drucker
What gets measured
gets improved
The purpose of a
business is to create a
customer.
Management is doing
things right.
Leadership is doing the
right things
The best way to
predict the
future is to
create it.

12. Quiz
Answer the Five Questions of Peter Drucker.
1. What is your mission?
2. Who is your customer?
3. What does your customer value?
4. What results do you seek?
5. What is your plan?

13. AIDA Marketing Model
The AIDA model was created in
1898 by Elias St. Elmo Lewis
Attention
Interest
Desire
Action
Attention Capture attention.
Use powerful image or headline.
Desire Build desire, reduce
resistance. Show Features and
Benefits
Interest Build curiosity, Interest.
Indicate you've got a solution.
Action: Call to Action
Command exactly what to do next.

14. Digital Marketing
Part - 3

15. What is Digital Marketing
Digital marketing is an umbrella term for the
marketing of brands, persons, products or
services using Internet enabled devices.

16. Why Companies Market Digitally?
• Global Reach
• Viral Nature
• Interactive Media
• Can Listen from Customers
• Suitable for any budget
• Measurable
• Profiling for Decision Making

17. Digital Marketing Channels
• Website
• Search Engine
• Social Media
• Video
• Email

18. Marketing Cycle
Conversion Engagement
Awareness

19. Quiz
How many are using Digital Marketing for their business?
• Having Facebook page with 10K likes and more
• Having Video Channel with 1K subscribers and more
• Having Email Subscribers list of 1K and more

20. Facebook Marketing
Part 4

21. Social Media Optimization
Part 4.1

22. Social Media Optimization
• What is SMO ?
Social Media Optimization is the use of Social Media
Platforms for Branding and Engagement.
• Platforms:
– Facebook
– Twitter
– LinkedIn
– Google+

25. Facebook Page
1. Create Facebook Page for your Business.
2. Update with Branding, Product and services,
Contact information.
3. Create Post in you Business Blog.
4. Share in the Page.
5. Frequency of post: Daily or Weekly
6. Measure your page like, post reach it in Insights
7. Measure traffic source in Google Analytics

26. Content is King
• Title
• Image
• Text
• Hash Tags
• Emoticons
• Feeling/Activity.
• Call to Action

27. Image Resources
• Your mobile Gallery
• Invest on Digital Camera
• Unsplash.com
• Pixabay.com
• Adobe Spark
• Shutterstock.com for Buying images
• Irfanview Free tool for Image Editing

28. Content Schedule
• Create a Calendar to distribute the content.
• Avoid posting all the content at a time.
• Find best time to publish the content
• Use ‘Schedule a Post’ feature of Facebook.

29. SMO Results
• Benefit
– Create Brand Awareness
– Generates Traffic for your website
– Suitable for Customer Engagement and Retention.
– You can listen from your customers through
comments and Review.
– Good content goes viral that is Free Advertisement.

31. Quiz
What is the Significance of
Customer Engagement?

32. Social Media Marketing
Part 4.2

33. Social Media Marketing
• What is SMM ?
Search Media Marketing is the process of Paid
Advertisement using Social Media Platform.
• Costs:
– Cost per click (CPC) approximately Rs. 3 to Rs. 10
– Costs per thousand impressions (CPM)

34. Facebook Ad Manager
1. Open Facebook Ad Manager
2. Create Campaign
3. Create Ad Group
1. Select Target Audience
2. Set Budget and Schedule
3. Select when you get charged.
4. Create Ads
5. Make payment and Monitor
6. Measure it in Google Analytics

35. Campaign

36. Campaign Objectives
1. Branding and Awareness
2. Conversion
3. Engagement

37. Campaign Requirements
• Your Ad Copy - The Marketing Message
• Information about your Audience
• A facebook Page

38. Campaign Process
1. Create Campaign
2. Create Ad Sets
3. Create Ads
4. Make payment and Monitor
5. Measure it

39. Campaign Objectives

40. Ad Set

43. How to Craft Message?

44. Action
Attract
Desire
Interest

45. Your Message
For Successful Campaign your message should
• Display Brand and Trust
• List Features and Benefits
• Show Value for your Customer
• Call for An Action
• Verify with your Mission

46. SMM Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Remarketing is possible.
– Web Page, Video, Banners, Mobile Apps can be
promoted.

47. Quiz
Which is more important to promote
your website or your Facebook page? Why?

48. Measuring ROI

49. Quiz
What is Customer Acquisition Cost?

50. Measuring ROI
• Number of Leads
• Number of Pre-Sales Activities
• Number of Sales
• Analytics Goal Tracking
• P&L Statement

51. Question

52. Feedback
Email: solomondomain@gmail.com
Mobile: +91-9600909696

53. Thank You