Profitable Facebook Marketing - Mari Smith - Latino iConnect

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

MARI SMITHSocial Media Thought Leader

Profitable Facebook Profitable Facebook Marketing: Marketing:

How To Turn Fans Into How To Turn Fans Into Paying CustomersPaying Customers

Profitable Facebook Profitable Facebook Marketing: Marketing:

How To Turn Fans Into How To Turn Fans Into Paying CustomersPaying Customers


Social Media Social Media OVERWHELMOVERWHELMSocial Media Social Media OVERWHELMOVERWHELM


Data Data OverloadOverloadData Data OverloadOverload

““90% of data in the 90% of data in the world today has world today has

been created within been created within the last two years.”the last two years.”

Source: IBMSource: IBM

““90% of data in the 90% of data in the world today has world today has

been created within been created within the last two years.”the last two years.”

Source: IBMSource: IBM


Your BIGGEST Your BIGGEST Social Media Social Media CHALLENGE?CHALLENGE?

Your BIGGEST Your BIGGEST Social Media Social Media CHALLENGE?CHALLENGE?


TIME!TIME!TIME!TIME!


1.1. CONTENT CONTENT (create + curate)(create + curate)

2.2. ENGAGEMENTENGAGEMENT3.3. CONVERSIONCONVERSION

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Solution? Solution? SYSTEM! SYSTEM! Solution? Solution? SYSTEM! SYSTEM!

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 7

Social Social channelschannelsSocial Social channelschannels


Lead Lead generationgenerationLead Lead generationgeneration


Cannot silo FacebookCannot silo Facebook• 2014 = integration, multiple channels2014 = integration, multiple channels• Facebook is Facebook is pay-to-playpay-to-play• You need a solid FOUNDATIONYou need a solid FOUNDATION• ……and a solid PLAN!and a solid PLAN!

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The new The new social landscapesocial landscapeThe new The new social landscapesocial landscape


1. 1. ContentContent1. 1. ContentContent


• Develop a robust, yet fluid, CONTENT strategyDevelop a robust, yet fluid, CONTENT strategy• Why fluid?Why fluid?

• You’ve got to be able to adapt as You’ve got to be able to adapt as Facebook changes algorithms and Facebook changes algorithms and introduces new featuresintroduces new features

• You want to stay fresh, innovative and You want to stay fresh, innovative and top of mindtop of mind

• Don’t be afraid to include CTA’s!Don’t be afraid to include CTA’s!

Content Content strategystrategyContent Content strategystrategy


Five key areas to test:Five key areas to test:

1)1) FREQUENCYFREQUENCY• 2x a day? vs. 1x/hour?2x a day? vs. 1x/hour?

2)2) TIMINGTIMING• Day of week + time of dayDay of week + time of day• Check “when fans online”Check “when fans online”

3)3) TYPETYPE• Status update, photo, video, linkStatus update, photo, video, link• Also: offer, event, milestone, cover imageAlso: offer, event, milestone, cover image

4)4) LENGTHLENGTH• < 120 vs. 500 vs. 1,200 characters? (63k = max!)< 120 vs. 500 vs. 1,200 characters? (63k = max!)

5)5) TAGSTAGS• @ tag other Pages@ tag other Pages

TestTest TestTest


ExperimentExperiment ExperimentExperiment Try outside business hoursTry outside business hours


• ContentGems.comContentGems.com

• Spundge.comSpundge.com

• AllTop.comAllTop.com

• Swayy.coSwayy.co

• Feedly.comFeedly.com

• Scoop.itScoop.it

• Paper.liPaper.li

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Content Content curation tools curation tools Content Content curation tools curation tools


2. 2. EngageEngage2. 2. EngageEngage


Mari Mari says…says…Mari Mari says…says…

““Content is KING, Content is KING, but engagement is QUEEN but engagement is QUEEN and she rules the house.” and she rules the house.”

@marismith@marismith

““Content is KING, Content is KING, but engagement is QUEEN but engagement is QUEEN and she rules the house.” and she rules the house.”

@marismith@marismith


• FASTEST response time winsFASTEST response time wins• ~30 minutes! (average = 19 hours)~30 minutes! (average = 19 hours)• Warm, personal, humanWarm, personal, human• Use first namesUse first names• @ tag@ tag• Think outside the boxThink outside the box

EngageEngage: “socially : “socially devoted” devoted”



““The current industry benchmark allows for a The current industry benchmark allows for a response time of around 19.2 hoursresponse time of around 19.2 hours, which , which is an improvement compared to Q1’s response is an improvement compared to Q1’s response time, which was more than 22 hours. time, which was more than 22 hours. We We advise brands to try to respond within 30 advise brands to try to respond within 30 minutesminutes. Depending on the nature of your . Depending on the nature of your service, you may want to consider 24/7 service, you may want to consider 24/7 support.” support.”

~Jan Rezab, CEO SocialBakers.com~Jan Rezab, CEO SocialBakers.com




“The best businesses begin with

EMPATHY@BrianSolis

”


ExampleExample Facebook Page Facebook Page ExampleExample Facebook Page Facebook Page



• Daily ad, just $5/day:Daily ad, just $5/day:• 30% increase in sales30% increase in sales• 23x return on ad spend23x return on ad spend

SEE: facebook.com/business/successSEE: facebook.com/business/success


3. 3. ConversionConversion3. 3. ConversionConversion


Promotion Promotion – 20/80– 20/80Promotion Promotion – 20/80– 20/80


Can you really Can you really SELL SELL on Facebook?on Facebook?

““Engage via the wall. Engage via the wall. Sell via ads.”Sell via ads.”~Ken Rudin, Facebook Analytics Head~Ken Rudin, Facebook Analytics Head

SOURCE: bit.ly/7FBinsightsSOURCE: bit.ly/7FBinsights


Conversion Conversion strategystrategyConversion Conversion strategystrategy

• FIRST build tons of value (social equity)FIRST build tons of value (social equity)• Space out your offersSpace out your offers• Clear CTAsClear CTAs• Make it Make it really really easy for easy for

people to buy from you!people to buy from you!


Jab, Jab, Jab, Jab, Jab, Jab, Right HookRight HookJab, Jab, Jab, Jab, Jab, Jab, Right HookRight Hook

SEE: bit.ly/JJJRH_mediumSEE: bit.ly/JJJRH_medium


• Upload your database for advertising & retargeting on Upload your database for advertising & retargeting on FacebookFacebook

• SegmentsSegments• Non registrantsNon registrants• UnsubscribesUnsubscribes• Lookalike AudienceLookalike Audience• NEW! NEW!

Website Custom Audience Website Custom Audience

Make use of Custom AudiencesMake use of Custom Audiences


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

Source: bit.ly/1h47fzOSource: bit.ly/1h47fzO

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Facebook ad relevancyFacebook ad relevancy


Intelligent, RELEVANTSOCIAL ads

Intelligent, RELEVANTSOCIAL ads


Facebook ads: get creative

Facebook ads: get creative


Track Track & MeasureTrack Track & Measure


Facebook likes + PTATFacebook likes + PTAT• Vanity metrics!Vanity metrics!

……unless you can connect directly to ROIunless you can connect directly to ROI

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Vanity Vanity metricsVanity Vanity metrics


““The number of Facebook fans you have, in The number of Facebook fans you have, in and of itself, means very little. But make no and of itself, means very little. But make no mistake: mistake: The number of relevant Facebook The number of relevant Facebook fans who care about your brand means fans who care about your brand means everythingeverything.” .” ~Jon Loomer~Jon Loomer

Get relevant fans fans Get relevant fans fans


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

Suggested goalsgoals Suggested goalsgoals


Social media Social media ROIROISocial media Social media ROIROI


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

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Profitable Facebook Marketing - Mari Smith - Latino iConnect

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