Facebook Advertising Campaigns & Contests

Dakota Internet Designs ~ Hilarie Strongdakotainternetdesigns.com 303.217.0843

Connect with Me

About Me

• Aunt & Furmom• Dog Lover• Married/Military Wife• From South Dakota• Tennis Player• Love to Travel

More About Me…

• Social Enthusiast• Constant Contact Authorized Local

Expert (Speaker/Trainer)• Certified Solutions Provider for

Constant Contact• Social Media & Digital Marketing

Certifications• Trained by Top Experts: Amy

Porterfield, Andrea Vahl, Melanie Duncan, Kim Garst, Will Irish & Mari Smith

• Masters in Business• 20+ years in Marketing/Operations• Speaker, Trainer & Consultant• Specialize in :Facebook Campaigns/AdvertisingEmail Marketing Social Media ManagementWebsite Audits/Consultation

More About Me…

My clients: • Fitness Gym, Chamber’s,

Gallery, Higher Education, Retail, Products, Non-Profit’s, Health/Beauty, Nutrition, Human Services, Photography, Travel, Food/Beverage, Membership, etc.

Most Popular Services-Content Marketing Plans-Annual-Social Media audits/recommendations-Website audits/recommendations-Email Marketing Set Up/Management-Website Management-1:1 Consultation/Training

What we’ll cover today…

• Facebook Ads-How does this work?• How to target your audience(s)• Local Awareness Advertising• Pay to Play Environment• Why you need to have an online marketing budget• How to attract more quality likes & leads• What is a lead magnet?• What’s next?

Facebook

1.44 Billion on Facebookand

936 Million Daily Users(up 17% from last year)

Facebook

8.24.15HIT 1 Billion in a Single Day!

1 in 7 people on the webGlobally-3 Billion people

So 1 in 3 people were on FB!!!!

Organic Reach is down, down, down…• Constantly evolving• How to attract new fans?• Increase engagement?• Make sales?• Get qualified leads?• I can’t afford it…Must move

beyond this• Missing an opportunity

• Sharing is up, up, up• Photos and videos are working• Video is the “king”• Likes are still the most dominant

engagement but shares are increasing• Focus on quality versus quantity• Increase in paid activities

Facebook 2015 Industry Report by Simply Measured (1-1.15-3.31.15)

Top 100 Global Brands

Key Findings:• Likes are still the most dominant engagement type• Shares in Q1-15 increased by 28% (photos & videos)-SPREAD• 31% increase in ad spend• Shares of video increased by 43% from Q4-14 to Q1-15 • Decrease in content-more strategic & less often• Using to respond to fans quickly• Links & photos are the most common types and drove most engagement• Increase in engagement from 2014-2015• Status updates decreased by 72%

Facebook is the most important social network for most marketers!

2015 Social Media Marketing Industry

Report (3720 participants)

Social Media Examiner

Small Businesses…• B2C-65% #1 social media platform• B2B-30% #1 social media platform• 84% use Facebook ads• In the future-53% will increase

Facebook ads• Future content-73% visuals, 72%

videos, 69% blogging & 26% podcasting

Facebook can help your business grow

Facebook Ads-How does this work?

Must have a goal/purposeChoose an objective:• Clicks to website (send to website)• Website conversions• Boost posts for increased engagement• Page likes• App Installs• App Engagement• Local Awareness• Event Attendance• Offers/Coupons• Video views

Create your “ad set”• Select your audience parameters• 746 different parameters to choose from

and then combinations of these• Choose budget-daily or lifetime• Bid-choose optimized (fb will get you the

best price) Best value & easiest!• Bid on clicks (buy, opt-in-fee for every click)• Bid on Impressions (brand awareness-pay

when every 1K people served)• Choose schedule-how long• You can stop at any time!

Ad Objectives

How people see your ad on Facebook

Every business needs a digital budget!

Start as low as $1-$5 per day.Daily or Lifetime budget of $50 per ad.

Bidding available

You can get 10x the exposure with ads!

Laser Targeting

Benefits of Facebook Ads!

• Allows laser targeting of audience(s)• Audience segmentation• Split test ads-see what works• CTA buttons-only in ads!• Highly effective in converting• Look like wall posts• Avoids over-posting on wall

• Dark or unpublished post allows only the audience you pick to see the ad/post• Exclude audiences• Create audiences from emails and

phone numbers• You can find and advertise to your

perfect prospects!• Create custom audiences• Retarget website visitors

Audience persona-AVATAR• Working woman• Worked at same job for many years• Married with two grown children• Skews female• Age 50-65• Dual income household-140k• Suburban• Hobbies?• Interests?• Beliefs?• What other pages do they follow?

Your Fans…

Get to know them!

The better you know them, the better you can craft your message

and you will know what they respond to.

Connect to the right people that care about your business!

Test, test, test…

Did you know?

Targeting your audience:1. Demographics & Connections-162 choices2. Interests-261 choices3. Behaviors-316 choices4. A combo of these

Over 700 choices when picking your perfect prospects!

See how things look on each feed

Sample Ad

Create Your AD…-Choose existing post or image or video-Headline-Text (20% rule) use GRID Tool-CTA button-Link Description-Display Link-LIKE button top right corner if you haven’t liked page yet!

Local Awareness Ads

What is a Local Awareness AD?

• Target prospective customers near your business location

• Geographic focus • You want folks through your

store or purchase from you, give them something of value-your lead magnet!

• Brick and mortar store-traffic!• Start within 10 miles

Local Awareness Ads-Calls to action

Small Businesses

40 Million small businessesbut

ONLY 2 million Advertise on Facebook

Boosted post

• If you’re in a hurry• Less targeting options • Only pick a few interests • Only age, location & gender• No placement options (news feed only )• You can’t segment (split-test)• NO exclusion of audiences• Maybe if your post is gaining momentum

Sample Boosted Post

Promoted post

• More targeting options including behaviors (316)• Choose placement of ad (mobile-only, sidebar-only or desktop-only or

all)• Split-test (you can make multiple ads by changing one interest or

behavior at a time)• Then watch and see which one does better and shut-down the others

ones

Social Sales-Customer is King!

• Test more things• The better your ads will be• What worked?• What didn’t and why?• Split-test ads• Change one thing per ad set

Facebook is a destination for news, trends, shopping and

entertainment.It is a staple for social marketers

as well!

Facebook drives 25% of all social referral traffic.

Custom landing pages & lead magnets• I use lead pages-you can create

your own on website• There are many to pick from• Have a Lead Magnet to offer on

your landing page• Lead Magnet must MATCH the

information audience wants

Example:Create a Facebook contest checklist (lead magnet) for those that are interested in possibly running a Facebook contest/want to learn more about it for their business

Landing Page (opt-in or purchase)

• Fixes pain points of audience• Offer solutions to their

problem(s)• Administer a pain killer not a

vitamin• HIGH LEVEL OF ENGAGEMENT

RIGHT NOW!!!

• Increase social sharing on this page• Make it easy-click on page• Multiple lead/landing pages for

different audiences• Each offer has their own landing

page

Sample Facebook ad

Lead Magnet is a FREE Guide

Landing Page-Opt-In

After landing page-click on website

Confirmation Email-then FREE Guide…

Lead Magnets

• Blog posts• Recipes• Resource guides• Worksheets• Checklist• Cheat Sheet• Coupons• Demos

People love to possess things…Download vs. Learn

2015 Super Bowl Commercial-Budweiser

30 million views Q1-15 data

• 687,606 likes• 43,999 comments• Over 1 MILLION Shares!• Appeal to their fans• Targeted content

Pick content carefully to promote in an ad $$

Strategic Planning• Focus on quality• Solidly invest in video• Popular holidays• Popular events• Good photos• Partner with another brand

Trends Include• Must be willing to try &

experiment• Avoid sales pitch• Connect socially• Use a part of your sales funnel

Power of Facebook-reach global audiences“But I think there are technologies and other circumstances today that

can actually bring back advantage to small-scale businesses, so they can afford to stay local, but act global.”

Dick, of Startup Capital Ventures

http://www.hawaiibusiness.com/yes-locally-owned-has-a-future/

Tech tools for growth!

Hawaii Business MagazineAugust, 2015

Yes, Locally Owned has a FutureBy

Lavonne Leong

Video Tips

• High Quality• Increases Engagement• Share well!!!• Helps tell your story• Brand Awareness-remember Budweiser!• Videos for each audience• Bring your story to LIFE!

Best practices for video creative

Facebook Contests

Why run one?• One of the least expensive ways

to get more likes, fans & emails• Get results• Fun for your fans• Viral (share) ability• Creates buzz• Increases engagement• They convert!

Mobile?• Mobile ready• Everyone’s on mobile• 400 million mobile daily• 48% of users use daily

Mobile Stats

• Time spent on mobile has surpassed PC usage• 62.1% check email• 15% make purchases• 99.5% access content/information• 63.1% access the internet• 41.7 download and use apps• Accounts for 60% of time spent engaging with digital retail vs. 40% for

desktop in 4Q 2014 • The mobile commerce market in the U.S. is set to grow 25.72% over the

period 2014-2019.

Mobile Commerce

• 175% growth last 2 years• 33% of orders came from a mobile device rather than a computer• Forecast 50% market share in developed countries such as Japan, UK

& USA• Smartphones: 53% USA & 90% JAPAN• Products & Services in 2014 202% growth• Coupons on rise: 2015-40.5% and 2017-48%• 97.4 billion US consumers redeeming coupons (use ad/contest/email)

Types of Contests

• Video contest• Refer-a-friend• Sweepstakes• Photo contest• Instagram

Steps to running a successful contest

1. Pick a relevant prize(need a really good one) Great visual/photo2. Pick an entry methodLanding page on website & timeline (news feed)Easy for fans to share!

Steps (continued)

3. Create your contestUse a third party add, graphics, feature product/business, entry form, add like & share buttons, include social proof (testimonials, past winners and submissions)

Create urgency-count down clock7-14 days usually

4. Promote your contest***most important***-email-website-thank you page on website-social channels-use FB ads-promoted posts

Steps (continued)

• Monitor campaign-DATA• Facebook Insights• Google Analytics

5. Pick a Winner & Follow Up-Most critical!!!!-auto-responder email (series)-stay in touch & keep engaged-drip, drip, drip

Email Marketing is your friend!

Common Mistakes

• Offering your service or product as a prize• Must be exciting!• Relevant to your fans• Offer something with wide appeal and outside your biz• Must appeal to your audience

Tips for Success

• Now what?• Retarget new emails (leads)• Get to know your audience• Be ready for sales/social media engagement/customer service• Make it easy to enter• Sign up with Email only-less is better• Compliant with FB rules• Drive around holidays or events-convert better• Use great visuals-human eye sees images 60,000 more than text

Facebook is Hard to Beat

• It is a staple of our ecosystem • It is not going away• Golden opportunity for targeted

marketing• Affordable• Video is HOT, HOT, HOT!• It must integrate with overall

marketing plan

Big Picture Marketing

HOLISTIC APPROACHINTEGRATION

STRATEGY WITH OVERALL GOALS

Success & Challenges of Social Media1. Planning/Strategy2. Tied to overall business goals3. Tactical execution4. Content that your audience

likes and responds to

1. Demonstrating value of social programs

2. Social media not integrated into overall business

3. You don’t have the right set of tools to measure social media activities

Sales Funnel

AwarenessLeadsProspectsSalesLoyal Customers

brand, create content, contests, blog, ads, lead magnets (wiifm), etc.Landing pages, emails-series, websiteBuild relationships, contentSell, upsell (social sales)Continue to build relationships and WOW customers**Social customer care

Conclusions…

Understanding & analyzing your audience, competition and own efforts on each network and developing a strategy that maps to the overall company goals is key.

View must social media as a complex but holistic ecosystem.

The State of Social Media 2015 Report

Recap…

Topics:Facebook Advertising Campaigns

Facebook ContestsLocal Awareness Ads

Pay-to-Play environment-BudgetingDigital Marketing Plan

Facebook has millions of subscribers just waiting for you to target!

Your job is NOT full time marketing but my FULL TIME job is!

My Services Include:• Social Media Management/Consultation• Email Marketing Setup/Management• Facebook Contests/Campaigns• Facebook Advertising• Website audits/consults• WordPress audits/management/assistance/updates

August Specials-Not advertised

Content Marketing Plans-Special $250 -50% off&

Constant Contact Email Account 30% off for 3 months!

FREE Trial of Email Marketing is always available! Contact me!

Q & A

Thanks for coming!

My gift to you!

Bonus email coming with FREE stuff to help you in your Facebook journey!

Mahalo ~ Hilarie

Sources:• Mari Smith, marismith.com• Brian Carter, briancartergroup.com• Social Media Examiner, 2015 SM Marketing Industry Report, Michael Stelzner,

May 2015• Simply Measured, Facebook 2015 Industry Report• Simply Measured, The State of Social Marketing Report, Kevin Shively• Will Irish, willirish.com• Website magazine, webmag.co• Social Media Today, socialmediatoday.com• Facebook, Facebook.com/business• Hawaii Business Magazine, August 2015