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Profitable Facebook Marketing How To Turn Fans Into Paying Customers: A Step-by-Step Guide

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Profitable Facebook Marketing How To Turn Fans Into Paying Customers: A Step-by-Step Guide


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Your BIGGEST Social Media CHALLENGE?


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TIME!


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…and ROI?


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FOUR Phases: Core Build-up Promotion Follow-up Solution? SYSTEM!


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4-Phase Profit SYSTEM PLAN: 1 year in advance ? quarters Add value + build community + test, track & measure Business Page + Personal Profile


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Fundamentals: CONTENT + ENGAGEMENT Everyday posts 3x per day Quality, relevant content Combo of CREATE + CURATE (OPC) Strive for maximum organic reach Engage promptly Listen Identify superfans 1. CORE Phase


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Content


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Mari says… “Content is KING, but engagement is QUEEN and she rules the house.” @marismith


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Five key areas to test: FREQUENCY 2x a day? vs. 1x/hour? TIMING Day of week + time of day Check “when fans online” TYPE Status update, photo, video, link Also: offer, event, milestone, cover image LENGTH < 120 vs. 500 vs. 1,200 characters? (63k = max!) TAGS @ tag other Pages Test


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ContentGems.com Spundge.com AllTop.com Swayy.co Feedly.com Scoop.it Paper.li Content curation tools


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“The current industry benchmark allows for a response time of around 19.2 hours, which is an improvement compared to Q1’s response time, which was more than 22 hours. We advise brands to try to respond within 30 minutes. Depending on the nature of your service, you may want to consider 24/7 support.” ~Jan Rezab, CEO SocialBakers.com Engage: “socially devoted


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“The best businesses begin with EMPATHY @BrianSolis ”


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Build anticipation – “coming soon!” Count-down Change cover image daily Run a Contest Consider paid promotion Solicit and empower affiliates Do a big reveal! Key: have all social channels & partners queued up 2. BUILD-UP Phase


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Can you really SELL on Facebook? “Engage via the wall. Sell via ads.” ~Ken Rudin, Facebook Analytics Head SOURCE: bit.ly/7FBinsights


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Conversion strategy FIRST build tons of value (social equity) Space out your offers Clear CTAs Make it really easy for people to buy from you!


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Jab, Jab, Jab, Right Hook SEE: bit.ly/JJJRH_medium


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Ideally, offer something for free first Webinar, white paper, audio, video, membership What are you launching? New product New book New software New service offering This is the time to do paid promotion Cart opens Early bird Sale cut off dates 3. PROMOTION Phase


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Promotion Calendar FREE Promotion Calendar & Launch Plan: http://bit.ly/promocal


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“Last quarter I talked about our efforts to grow our business through improving the quality of our ads rather than just increasing the quantity. Our goal is to reach a point where the ads are as relevant and timely as the content your friends share with you.” ~Mark Zuckerberg Source: bit.ly/1h47fzO Facebook ad relevancy


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Facebook ads: Marketo


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Surprise & delight!


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Example Facebook Ads


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Purpose = twofold: Capture last minute leads & sales Gently segue back into CORE Phase Still time to join! Last minute specials Testimonials Case studies 4. FOLLOW-UP Phase


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Follow up posts


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Follow up ads


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Example Facebook System


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Track & Measure


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Facebook likes + PTAT Vanity metrics! …unless you can connect directly to ROI Vanity metrics


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What metrics to measure on Facebook: more traffic to your website growth in email subscribers SEO – higher appearance on SERPs (search engine results pages) increase in click through rate increase in conversion rate to paying clients increase in revenue improved customer satisfaction increase in brand sentiment better ad performance improved ROI on social media time and money invested increase in word of mouth referrals increase in high-star reviews more foot traffic into your store Suggested goals


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Social media ROI


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Social channels


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Lead generation


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Connect with Mari on these sites: Facebook: www.facebook.com/marismith Twitter: @marismith Instagram @mari_smith Google+: www.google.com/+marismith LinkedIn: www.linkedin.com/in/marismith Mari’s website: www.marismith.com Q&A


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