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FACEBOOK MARKETING SUCCESS

Proven Ways To Generate More Traffic, Leads and Profits

Mari SmithCEO, Mari Smith International, Inc.

@marismith

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1. Three Critical Facebook Trends

2. Top Facebook Marketing Mistakes Businesses Are Making

3. Clear Objectives: What Are You Selling?

4. Content Strategy: Facebook Power Tips

5. Mari’s Four-Phase Social Media Profit System

6. Amplification Lead Generation Strategy

AGENDA

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Seeing your content

Not seeing your content6%

The problem with Facebook organic reach… …explained in a single graphic

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6%

• More content, more friends, more pages

• 1,500-15,000 potential stories

• 100,000+ algorithm weights

• 300 stories selected

• Content is affected by user interaction (or lack thereof!)

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1 THREE CRITICAL FACEBOOK TRENDS

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TREND #1

Facebook is disrupting television and video

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(general blank slide)

Can Facebook overtake YouTube? Yes!

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Mobile video• Mobile video traffic to

grow 55% each year until 2020

• 600M LTE subscriptions; 3.7Bn by 2020

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Media channel

Facebook is 10 times larger than the biggest TV channel on the planet

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TREND #2

Huge emphasis on Messenger for Business

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Response time• Respond to 90% of

messages• Maintain median

response time of 5 minutes

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TREND #3

Brand story telling

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The Herbivorous Butcher

• Kale & Aubrey – brother and sister

• Quirky, fun, personal

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People-centric

“To make the world more open and connected.”

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2 TOP FACEBOOK MARKETING MISTAKES BUSINESSES ARE MAKING

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• People complain – tried and failed

• So many businesses trained to ‘just try it’

• BUT…

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

• KEY = education!

Facebook ads don’t work?

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1. Not RESPONDING to fan posts and comments.

2. Your posts are overly PROMOTIONAL.

3. Using only the BOOST button.

4. Promoting posts without a measurable ROI.

5. Targeting the wrong AUDIENCE.

6. Not having a BUDGET for ads.

7. Placing ads without one of the six TRACKING pixels.

Facebook Mistakes

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3 CLEAR OBJECTIVES:WHAT ARE YOU SELLING?

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• PRODUCT

• LEADERSHIP

• MARGIN

• SALES and MARKETING?

Which is most important?

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“NOTHING happens until somebody sells something.” ~Darren Hardy

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Drive traffic to your website

Increase online sales

Launch a new product

Build your email list

Build brand awareness

Improve customer service

Drive in-store sales

Get more check-ins

Example objectives

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4 CONTENT STRATEGY:FACEBOOK POWER TIPS

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Create content that STANDS OUT……but is still CONTEXTUAL

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Inform Entertain CTA

3 content ‘buckets’

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1. “SHAREABILITY:” Craft content with your audience’s audience in mind.

2. PROMPT response wins. Every time.

3. Personalize your posts. Write as I/We when appropriate.

4. Address commenters by first name.

5. Moderators should sign off with his/her first name.

6. Be friendly and upbeat, but don’t try “too hard.”

7. Humor often works with all audiences, if done tastefully.

8. Monitor other Facebook Pages to see what catches your eye.

Content & engagement tips

Grow Your Business with Special Promo Pages!

22Mari.com

Facebook Approved Technology

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5 MARI’S FOUR-PHASESOCIAL MEDIA PROFIT SYSTEM

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4-Phase Profit SystemPLAN 1 year in advance quarters

Add value + build community + test, track & measure

CORE Phase

• Fundamentals• Everyday posts• Quality content• Engagement• Community• Listen• Identify

superfans

BUILD-UP Phase

• Anticipation• Empower

affiliates• Count-down• Contest• Big reveal!

PROMOTION Phase

• Free (webinar)• Replay• Encore

• Paid promotion• Cart opens • Early bird• Sale cut offs

FOLLOW-UP Phase

• Still time to join!• Last minute

specials• Testimonials• Case studies

Busi

ness

Pag

e +

Pers

onal

Pro

file

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6 AMPLIFICATION LEADGENERATION STRATEGY

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Value + engage

Pay to amplify the reach of your BLOG POST content containing helpful tutorials, resources, tools, etc.

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Retarget!• Create ‘dark posts’ with

offers• Target your Website

Custom Audience• Target Lookalike

Audiences

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1. Post more native VIDEO (use Facebook Live!)2. Experiment with posting outside business HOURS3. Mix up frequency—try posting LESS often!4. Mix up post TYPES5. Test post LENGTH6. 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

Organic reach tips

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Facebook Live• Game changer• Verified Pages• Public Figures• Mentions app• Instant native video• Highest organic reach

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Example

• Focused• Breaking news• Relevant• Highly shareable

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Secret to Facebook success?Be a MEMBER first, marketer second

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• How to create CONTENT?• How to keep up?• Where to FOCUS?• How to “do it all”?• How to COMPETE?• Organic vs. PAID?• How to measure ROI?

Biggest business challenges:

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marismith.com/inbound

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Cheers!