1. Module 1: Defining Your Goals
Featuring Alex Houg
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@AlexHoug

2. If you don’t have a goal, then all roads look as good as any other.

3. Facebook sits high in the funnel, and therefore
drives greater awareness and more brand
search terms, organic and paid.
• Post Frequency
• Competitive Benchmarking
• Fan Aquisition
• Newsfeed Reach
• Social Reach
• Search Ranking
• Likes and Comments
• Earned Media
• Email Collection
• Coupon Redemption
• Purchase
• Sharing
• Retargeting
BUILD AUDIENCE
ENGAGEMENT
CONVERSION

4. Social ads are about amplifying user actions, not broadcasting creative

5. Possible Reasons:

6. Social media only works when people can see what you have to say – Put your message everywhere!

8. Download this guide here.

10. Identify the core issues you face

11. Define your execution strategy

12. Test each lever individually with smaller budgets

13. Incrementally increase your budget while meeting target metrics

15. What could decrease your organic impressions?

19. Facebook and Google both care about fresh, unique,
legitimate content. Therefore, when we push out
content on Facebook, a lot of it will get indexed by
Google because people will share it, tweet it, plus one
it, and ultimately cause it to rank.

20. Metrics in social should be around share of voice, engagement levels,
fan quality, influence, and the lift to other conversion channels.

23. Social media success is about pinpoint precision targets

24. How much you should spend depends on your goals.

25. Facebook rewards high relevancy by discounting the price you pay for traffic.

26. Always be targeted, else you risk not seeming both relevant and personal.

28. A person is browsing
the web for Fuse
products.
That person goes to
Facebook.
How Facebook Remarketing Works
... and now they see ads for Fuse throughout Facebook.

30. • Post Frequency
• Competitive Benchmarking
• Fan Aquisition
• Newsfeed Reach
• Social Reach
• Search Ranking
• Likes and Comments
• Earned Media
• Email Collection
• Coupon Redemption
• Purchase
• Sharing
• Retargeting
BUILD AUDIENCE
ENGAGEMENT
CONVERSION

31. 20-30% of total marketing should do the trick

32. Since social amplifies everything else

33. On both Google and Facebook

34. We’ll cover setting up Custom Audiences in later modules…

35. Select your goals
Determine your test budget
Set up an editorial / marketing calendar
Tie Google Analytics (or analytics tool of
choice) to ads account
Compile and grow your email list
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36. Thank You!
for being a part of the
Facebook Marketing Textbook!
The guide we send out at the end of each live, recorded
session will help you
follow along later with implementing these techniques
in your business.
Featuring Alex Houg
Follow on Twitter and Facebook!
@AlexHoug