Ramp Up Facebook Results & ROI

© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith

How To Ramp Up YourFACEBOOK RESULTS & ROI

with@MariSmith

#CisionWebinar

© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 2

Facebook Boost Your Business


2015 Facebook #fbboost• 40 million active small business

Pages• 2 million active advertisers• 16 featured success stories!

– Facebook & Instagram• Over 200x 1:1 consults• Best practices from

the ‘Facebook universe’

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Social Revolution• Facebook is disrupting:

– TELEVISION: • Larger than any TV network

– VIDEO: • Overtaking YouTube

– SEARCH: • Social referrals now outnumber search

– EMAIL: • Messenger app

– COMMERCE• Buy button

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Pop Quiz• What percentage of people actually

see your Tweets or Facebook posts?– Tweet = < 2% of your following– Facebook post = average 4%

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Seeing your content

Not seeing your content1-4%


Declining Reach• Success on Facebook requires a

PLAN!

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#1: CRAFT YOUR COMPELLING CONTENT PLAN

• #1 problem business owners face• Use an editorial calendar

– http://bit.ly/SM_calendar • Drop content types into 3 ‘buckets’• Be sure to repurpose• Create + Curate (OPC)

http://bit.ly/SM_calendar


Inform Entertain CTA

3 Content ‘Buckets’


Create vs. Curate• Your own content:

– Take one piece of content & repurpose• Blog post, slides, infographic, video, audio,

images• LINK posts – make sure you have the proper

Facebook image preview 1200x627– See this WP Plugin: http://bit.ly/fbWPplugin

• OPC: other people’s content:– Become a master curator!

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http://bit.ly/fbWPplugin


Content is KING• Get inspiration from media

companies• Facebook is a publishing platform• Instant Articles

– Media companies publish content ON Facebook– FAST loading (10x) – Highly engaging,

keep eyeballs

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Focus on VISUAL• Our brains can identify images in 13 milliseconds!• Posts with images have 2.3x more engagement

(BuzzSumo analyzed 100M Facebook updates)

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Your Audience is VISUAL• 65% of your audience are visual learners

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Content Types1. Video2. Status3. Link4. Photo

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• Most all ads are LINK posts.• VIDEO ads are the next

trend.


Facebook Live

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Photos, Videos, Links• Top brands have all but abandoned

status updates for VISUAL MEDIA and LINKS.

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#2 EMBRACE STORYTELLING

• Sven – Jelly Skateboards

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Example: The Herbivorous Butcher• Brother & sister• Kale & Aubry

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“Our goal is to reach a point

where ads are as relevant and

timely as the content your

friends share with you.”

~Mark Zuckerberg

Photo credit: bkmag


More Examples• Suja Juice• Chef’s Roll• Tri-Swim Coach• The Patchery• Greenwich Vintage• The Peach Truck• Fire Pit Art• Parachute Media

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8 Facebook Stats1. Posts on Sunday = 52.9% more interactions 2. Posts 10–11pm EST = 88% more interactions3. Image posts = 179% more interactions4. Videos = most shared (89.5 average shares)5. End with a question = 162% more interactions6. Posts with 150-200 characters = 238.75 shares7. Link to long form content = 40% more

interactions8. Posts via 3rd party app = 89.5% less

engagement22


Native vs. 3rd Party Tool?• The data does not mean using a tool

lessens engagement. Lower engagement may result from:– people creating less engaging content via a

tool– cross-posting from other platforms, e.g. Twitter– not optimizing images for Facebook– scheduling posts after a story is

relevant– users don’t want to engage with

posts that look automated23


Free Tool • Analyze Facebook post performance

on any Page

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#3: INTEGRATE PAID CAMPAIGNS• “Facebook ads don’t work”

– People complain – tried and failed• So many SMBs trained to ‘just try it’• BUT…

– User error!– Unclear message?– Confusing landing page?– Wrong target, or too wide?

• KEY = education!



Example Objectives• Use Facebook ads to:

– Build your email list– Launch a new product– Drive traffic to your website– Increase online sales– Drive in-store sales– Improve customer service– Build brand awareness– Improve engagement


Include clear CTAs• Call-to-action• Social CTA

– to increase engagement ON Facebook• Sales/sign up CTA

– drive fans off Facebook


#4 USE ‘FRAME OF MIND’ MARKETING

• Google = “search mode”– PROBLEM SOLUTION

• Facebook = “social mode”– CONNECT, SOCIALIZE


EXAMPLE: Create 6-Figure Courses

See: http://bit.ly/6figcourse

http://bit.ly/6figcourse


Jeanine Blackwell: Create 6-Figure Courses


What worked?• Well targeted• Highly relevant• Inviting image• Attractive, compelling ad

– Asked question– Offered something for free

• Great offer• Excellent landing page• Frame of mind marketing


#5 – TARGET THE RIGHT AUDIENCE

• HUGE variety of targeting options– Your own fanbase,

+ their friends– OPF

(other people’s fans)

Image: AdEspresso.com


Custom Audiences• Custom audiences

– Your own database • Upload your email list, in segments• Exclusion audiences

– Your own website traffic• Specific pages

– Lookalike audience• Sweet spot: target 10%

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#6: USE PIXELS TO TRACK & MEASURE

• “Over 90% of Fortune 500 companies are not doing Facebook ads right!” @mixpo

Source: Mixpo.com


© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith @marismith

Hey John!

Take us for a

test drive!


#7: BE PEOPLE-CENTRIC• People-focused both ways:

– Weave more of YOU & your personal story into your content

– Provide exemplary customer care• FASTEST response time wins

– Warm, personal, human– Use first names– @ tag

• Surprise and delight– Think outside the box


Mari says…Content is King, but engagement is Queen and she rules the house!


Response Time

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• Respond to 90% of messages• Maintain median response time of 5 minutes


SERVICE is the new social• US Companies Rank Among Worst

Globally in Social Customer Care– Facebook, US = #23 out of 24 countries– Twitter, US = #33 out of 37 countries

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Getting Your Content Seen

• A recent study by Heinz Marketing estimates that 60-70% of content on a B2B company website goes unseen.

• Epic content is not enough, it needs AMPLIFICATION– “the real power only comes to

those who can create content that connects, engages, and moves through the network through social sharing.”~ Mark W. Schaefer 42


Organic Reach

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Organic Facebook Reach Tips

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1. Post more native VIDEO2. Mix up post TYPES3. Test post LENGTH4. Test posting outside business HOURS5. Mix up frequency—try posting LESS often!6. Include @ TAGS of other Pages7. REPOST popular posts8. Pre-select target AUDIENCE (post-gate)9. Drive traffic from other sources10.EMBED posts and videos on your blog


4x Your News Feed Visibility• Personal Profile?

1. Friends2. Followers

• Business Page3. Fans (Likes)

• Groups4. 100% reach?

• Edit News Feed Settings• Create Interest Lists

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Grow Your Business with Special Promo Pages!

22Mari.com Hangoutson Facebook!

Facebook Approved Technology


Strategic Content Plan• Use an editorial calendar• Post compelling stories &

customer experiences– Tell your brand’s story– Gather customer stories

• Provide exemplary social customer service• Encourage people to visit your website• Build your Website Custom Audiences

– Using the retargeting pixel• Amplify content

– Paid promotions: increase engagement + conversions• Repurpose content

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Biggest SMB Challenges?

– How to create CONTENT?– How to KEEP UP?– Where to FOCUS?– What to DELEGATE?– Organic vs. PAID?– How to measure ROI?


Connect with Mari on these sites:Facebook Page: www.facebook.com/marismith

Facebook Profile: www.facebook.com/maris Twitter: @marismith

Instagram @mari_smith LinkedIn: www.linkedin.com/in/marismith

Web: www.marismith.com

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Date post:	12-Apr-2017
Category:	Marketing
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