DELIVER

Monetize and convert through lead

magnets, social promotions, and

advertisements

What you need to do

• Create social promotions

• Develop landing pages

• Amplify through Facebook

advertising

TOOLS: Wishpond and Leadpages.net,

Facebook Ads Manager, Facebook

Insights

Digital Funnel

Landing Page

Optimization

Social Media

Optimization

Conversion

MID

DLE

OF

FUN

NEL

(M

OF

U)

BO

TTO

M

OF

FUN

NEL

(B

OF

U)

Website

Optimization

Customer

Experience

TOP

OF

FUN

NEL

(T

OF

U)

Email

Marketing

Content

MarketingContent Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ Visitor

Online

Advertising

Social Media

Marketing

Three-in-One Package

Creating Effective

Facebook Advertisements

Anatomy of Facebook Ads

#1 Facebook Advertising Objectives

Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html

#2 Target Audience

Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03

#2 TA - Location

#2 TA - Demographics

Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03

#2 TA - Interests

Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03

#2 TA - Behaviours

Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03

#2 TA - Connections

Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03

Brilliant Targeting by Lewis

• Only 39 year olds can see this ad!

http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/

#3 Content & Offer

Facebook ads need to feel natural and organic, even

though they are interruptive in nature.

Craft for Your Customer Avatars

https://www.facebook.com/hootsuiteapac

• Identify your target audiences

• Include them in your copy

• Highlight precise instructions (step-by-step)

Create Your Hook/ OfferHook Example

Have If the customer takes this offer, what will they HAVE that they didn’t before?

Feel How will the customer FEEL once they take your offer? Smarter? Pain-free? More confident? Happier?

Average Day How will your offer improve their AVERAGE DAY? Eg savings of time, energy or money

Status How does the customer’s STATUS change once they’ve consumed your offer? Eg more well-regarded

Social Proof/ Results

Use reports or case studies to demonstrate PROOF or RESULTS. Eg“Join the thousands of people who have already benefited!”

Speed & Automation

With SPEED, you speak to the QUICKNESS of the offer — how will this thing speed up a part of their life or AUTOMATE a task? For example, this razor will save 10 minutes of your day.

Create Your Hook/ Offer

Tell Stories with VisualsAsk Questions

One Call-To-Action (CTA)

Highlight Benefits Upfront

B2C Example B2B Example

Play Off Emotions

Check for 20% Text Rule

http://www.social-contests.com/check-image/

Maintain Good Ad Scent

Walkthrough of Facebook Ads Tool

Create Your Mockup Ad!

https://adparlor.com/ad-mockups/

Create your Facebook Ad!

1. Choose an image2. Design with a suitable overlay on Canva3. Use Ad Parlor to create mockup ad4. Show us!

30 mins

Debrief

5 mins

• What have you learned about Facebook ads?

• What does it show you?

• How can you apply this in your organisation?

Social Media Promotion Mechanics

Why Promotions?• Increase awareness and engagement

• Generate leads through a LEAD MAGNET

• Increase participation

• Drive conversion and purchase

• Encourage social sharing and WOM

Exercise• Develop a Social Media Promotion

30 mins

Promotion Mechanics Selected Channels

Terms and Conditions Type of Prizes

Giveaways and Freebies [B2B and B2C]

FREE is the strongest word in a copywriter’s bag of tools.

Giving away doesn’t cheapen value.

When capacity and cost is not an issue.

Types of Giveaways and Freebies [B2B and B2C]

Books

Tools & Templates

Limited Time Period Trials [B2B]

Freemium Model

Types of Giveaways and Freebies [B2B and B2C]

Special Offers, Promo Codes and Coupons

Festive Specials

Source of promotion: https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater

Why Contests Work

Gamification Talent Spotting

(espinfluencers)

Get User Generated

Content (UGC)

Trigger social sharing

Increase Brand Awareness and Affinity

Anatomy of Contest

Terms & Conditions

Attractive Visual

Prize

Game MechanicsTargeted Audience

Message

Contest – Game MechanicsRefer-a-Friend + CommentVideo/Photo Contest

Contest – Game MechanicsLucky DrawVoting/Polling

Contest – Game MechanicsCrowdsourced Ideas/ Tips Share a Story

• Customer product experiences

• “Slice-of-life” stories

• Limit words

• Pair with photos

• Attractive prizes

Limited only by your imagination!

Contest – Prizes

#2 Attractive#1 Affordable

#3 Exclusive

Lack of budget is not an excuse!

Contest – Terms & Conditions

#1 On post

#2 On Google Doc

Campaign Channels, Logistics and Legalities

Social Channels Used

• Consumer behaviours

• Image/video?

• Mobile friendliness

• Space

• Hashtag virality

• Audience receptivity

App or Software?

DIY on Social Platform (egFacebook)

Use of Promotion App/ Landing Page

Ease for Users Simple More Effort

Cost Cheap and easy Fees for use

Effort Needed Minimal Fuss More Effort

Tracking winners Difficult Easy

Displaying Rules Limited More Space

Member Acquisition

Difficult (“Like” Gating banned) Easier using platform

Virality Easier to Share Limited Social Sharing

Types of Apps

• Mail Chimp (www.mailchimp.com)

• Binkd(https://www.binkd.com/),

• Shortstack(http://www.shortstack.com/)

• Heyo (http://heyo.com/) • Wishpond

(https://www.wishpond.com/)• Lead Pages

(https://www.leadpages.net/)• Instapage

(https://instapage.com/

Prizes

Prize presentation

Target Audience

Fit with product/ service

Seasonal

Number of winners

Winning criteria

Affordability

Legal Considerations

• Singapore Consumer Act

• Facebook’s guidelines: https://www.facebook.com/page_guidelines.php#promotionsguidelines

• Instagram: https://help.instagram.com/179379842258600

Lead Nurturing and Landing Pages

Lead Nurturing Cycle

Source: http://www.forentrepreneurs.com/buying-cycle-and-triggers/

Anatomy of a Landing Page

Lead Capture

Form

Call to Action (CTA)

Unique Selling Point (USP) Focused Headlines

Click Triggers• Testimonials• Awards• Endorsements• Guarantees/

WarrantiesSocial Proofs

Customer Benefits

Over 100,000 households have installed our Solar System

Pro-Tips on Landing PageShowcase Target Audience Showcase Product

http://www.emoderation.com/facebook-globalpages/http://www.loganalexanderjohnson.com/myportfolio/mass-flex-landing-page/

Create Sense of Urgency

https://blog.indiemark.com/tag/sense-of-urgency/

Customer Benefits

http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks

Pro-Tips on Landing PageAction-Oriented Text Limit To Just One Action

Use Words that resonate with Your

Audience. Eg

• Try Now

• Download Your eBook

• Book Your Place

• Sign Up For Free

189 words and phrases here:

https://blog.bufferapp.com/words-and-phrases-that-convert-

ultimate-list

Be Brief, Use Bullets & Boxes

Test Different Versions

Source: http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/

Text Message CTA Button

Exercise• Create Landing Page for a B2B Business. Include a lead magnet.

30 mins

HERO IMAGES (Please insert) Lead Capture Form

HEADLINE

Sub headline (if needed)

Body Copy (maximum 3 short paragraphs, include customer benefits)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

Insert “Click Triggers” (eg testimonials, research data, awards,

endorsements)

Insert “Social Proof” (e.g likes, shares etc)

Insert Call To Action (CTA) Button

Debrief

5 mins

• What have you learned about social media promotions?

• What is the difference between B2C and B2B?

• How can you apply this in your organisation?