Date post: | 15-Jul-2015 |
Category: |
Technology |
Upload: | 500-startups |
View: | 1,549 times |
Download: | 4 times |
Massimo Chieruzzi - @MassimoCw
People don’t go to Facebook to make decisions. They go to Facebook to avoid making decisions!
Massimo Chieruzzi - @MassimoCw
Cooking the Perfect Growth
Visitors
Leads
Customers
Promoters
Appetizer
Soup
Entrée
Dessert
Massimo Chieruzzi - @MassimoCw
AppetizerGoalsAttract visitors to our website and build an audience in the cheapest way possible.
Ingredients Content. Awesome, unique, content.
Metric to monitor Cost per Website Click
Visitors
Leads
Customers
Promoters
Massimo Chieruzzi - @MassimoCw
Make it Unique & Valuable3.5M Posts every day. Most of them are crap :(
OMG! Really ???
Transparency is key in building and maintaining a strong reputation. Be honest, respectful, and mindful across all social media platforms. It’s important to be open and transparent, this makes people relate to you. It’s important to align your online persona with your offline personalty to
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Massimo Chieruzzi - @MassimoCw
Which Post would you share?
Write Appealing Titles
The 7 Facebook Ads errors that costed me nearly
2
$250,000
ERROR
7 Top Facebook Ads errors
- OR -
Massimo Chieruzzi - @MassimoCw
The RecipeDesignCatchy Title + Recognizable Branding. Prompt for Engagement
TargetingVery Broad. 1 to 2M usersCountries where you sell + Interest targeting
PlacementAnywhere! Mobile and Desktop, Newsfeed and Right Column
BidoCPM optimized for Website Clicks or Engagement
Massimo Chieruzzi - @MassimoCw
Targeting is the most important element to test here
The more you test the more you’ll understand who your customers are
Start with broad tests like gender: Men Vs. Women, Age: 13 - 30 Vs. 30-60, Interests
Once you have a winner refine your experiment
HAVE YOUT STED IT ?AE
Massimo Chieruzzi - @MassimoCw
SoupGoalsGetting your visitors’ profile and contact information. Position yourself as thought leaders
Ingredients Lead Magnets
Metric to monitor Cost per Conversion (Lead)
Visitors
Leads
Customers
Promoters
Massimo Chieruzzi - @MassimoCw
Make it Quick to ConsumeLead Magnets should provide immediate gratification
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Users won’t be ready to move to the next course until they’re done with the soup!
Massimo Chieruzzi - @MassimoCw
More Value = More The ask should be proportional to perceived value
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NewslettereBook
Massimo Chieruzzi - @MassimoCw
Address a Specific Niche3Don’t try to satisfy everyoneAddress specific problems of your customers
Massimo Chieruzzi - @MassimoCw
The RecipeDesignClear Call To Action. Highlight the problem. Specify it’s FREE.
TargetingWebsite Custom Audience: Website Visitors in the last 60 days.Exclude existing leads with a CA
PlacementDesktop Newsfeed and Right Column
BidoCPM optimized for Conversions
Massimo Chieruzzi - @MassimoCw
Targeting testing is not very useful, as we’re targeting website visitors.
You may still want to run some experiments on top of the Website Custom Audience to find most profitable audience niches.
Design testing is the most important. Image, Title, Post’s text, call to action.
Start with broad experiments and then fine-tune
HAVE YOUT STED IT ?E
Massimo Chieruzzi - @MassimoCw
EntréeGoalsIt’s time to make money. We need to convert our hot leads into paying customers
Ingredients eMail marketing, Buyer Personas
Metric to monitor Cost per Conversion & ROIUse Conversion Pixel to pass
Visitors
Leads
Customers
Promoters
Massimo Chieruzzi - @MassimoCw
Use Buyer PersonasAddress each customer’s specific pain point
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StartupAgency
Massimo Chieruzzi - @MassimoCw
Add Social ProofWhen Buying, Fear is the Strongest Emotion Address it with Social Proofs and Testimonials
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Massimo Chieruzzi - @MassimoCw
Use Call To ActionsTell your users what to do next to boost your conversion rate
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Massimo Chieruzzi - @MassimoCw
The RecipeDesignKeep it simple. Highlight benefits not features. Address both rational and emotional side of customers.
TargetingWebsite Custom Audience + Custom Audience with all our leads.Exclude existing customers
PlacementDesktop: Newsfeed and Right Column.
BidoCPM optimized for Conversions
Massimo Chieruzzi - @MassimoCw
Analyze CTR & Conversion Rate to understand if it makes more sense to test Ads or Landing Pages
Test different value proposition of your product within the Post’s text.
Test if showing the product’s price helps or not.
Split Test Newsfeed Vs. Right Column. The more your brand is recognizable the best Right Column will work.
HAVE YOUT STED IT ?E
Massimo Chieruzzi - @MassimoCw
SideGoalsConvince tough users to pay at least $1 and become customers
Ingredients Un-refusable Offer (aka Tripwire)
Metric to monitor Cost per ConversionTotal Customer Value
Visitors
Leads
Customers
Promoters
Low Value Customers
Massimo Chieruzzi - @MassimoCw
Make an offer they can't Reduce any friction, make it totally painless
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Massimo Chieruzzi - @MassimoCw
DessertGoalsIncrease loyalty, generate referral, upsell products
Ingredients Referral Program, Special Offers
Metric to monitor Customer Value
Visitors
Leads
Customers
Promoters
Massimo Chieruzzi - @MassimoCw
The RecipeDesignMake it personal, they’re loyal customers! Use your brand in the picture to attract attention.
TargetingCustom Audiences segmented by purchase history or customer value
PlacementMobile And Desktop + eMail Marketing
BidoCPM optimized for Conversions
Massimo Chieruzzi - @MassimoCw
Cook Based on Your Unique
Visitors
Leads
Customers
Promoters
Consumer Product+
Great Content
Consumer Product+
Low Price Point
B2B Product+
Sales Team
B2B Product+
Self Service