FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference from Mari Smith

1. 1. INBOUND15 FACEBOOK MARKETING SUCCESS Proven Ways To Generate More Traffic, Leads and Profits Mari Smith CEO, Mari Smith International, Inc. @marismit h
2. 2. INBOUND15@marismith 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
3. 3. INBOUND15@marismith Seeing your content Not seeing your content 6% The problem with Facebook organic reach… …explained in a single graphic
4. 4. INBOUND15@marismith 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!)
5. 5. INBOUND15@marismith 1 THREE CRITICAL FACEBOOK TRENDS
6. 6. INBOUND15@marismith TREND #1 Facebook is disrupting television and video
7. 7. INBOUND15@marismith
8. 8. INBOUND15@marismith (general blank slide) Can Facebook overtake YouTube? Yes!
9. 9. INBOUND15@marismith Mobile video • Mobile video traffic to grow 55% each year until 2020 • 600M LTE subscriptions; 3.7Bn by 2020
10. 10. INBOUND15@marismith Media channel Facebook is 10 times larger than the biggest TV channel on the planet
11. 11. INBOUND15@marismith TREND #2 Huge emphasis on Messenger for Business
12. 12. INBOUND15@marismith Response time • Respond to 90% of messages • Maintain median response time of 5 minutes
13. 13. INBOUND15@marismith TREND #3 Brand story telling
14. 14. INBOUND15@marismith The Herbivorous Butcher • Kale & Aubrey – brother and sister • Quirky, fun, personal
15. 15. INBOUND15@marismith People-centric “To make the world more open and connected.”
16. 16. INBOUND15@marismith
17. 17. INBOUND15@marismith 2 TOP FACEBOK MARKETING MISTAKES BUSINESSES ARE MAKING
18. 18. INBOUND15@marismith • 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? 
19. 19. INBOUND15@marismith 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
20. 20. INBOUND15@marismith 3 CLEAR OBJECTIVES: WHAT ARE YOU SELLING?
21. 21. INBOUND15@marismith • PRODUCT • LEADERSHIP • MARGIN • SALES and MARKETING? Which is most important?
22. 22. INBOUND15@marismith “NOTHING happens until somebody sells something.” ~Darren Hardy
23. 23. INBOUND15@marismith  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
24. 24. INBOUND15@marismith 4 CONTENT STRATEGY: FACEBOOK POWER TIPS
25. 25. INBOUND15@marismith Create content that STANDS OUT… …but is still CONTEXTUAL
26. 26. INBOUND15@marismith Inform Entertain CTA 3 content ‘buckets’
27. 27. INBOUND15@marismith 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