Although Facebook may not be “cool” for teenagers, 1.23 billion users still login into Facebook every day and spend, on average, 20 minutes per visit. Also, big and small businesses are using Facebook as a marketing channel. As of December 2015, there were over 50 million business pages on Facebook. Meaning, you’re competitors are most likely getting customers on Facebook! You don’t need a huge marketing budget or a ton of training to setup your business on Facebook and start building your audience. In this episode, guest speaker Edgar Sanchez, COO, HeyGoTo [ http://meetme.so/edgarhgt ] will focus on:
- Basic stuff any serious business needs to do on Facebook
- Do it Yourself Facebook marketing with no budget
- Getting serious on Facebook without bankrupting your company
The 5 Essentials to Promoting Your Business on Facebook Show Notes
Nailing the Business Principles
Basic stuff any serious business needs to do on Facebook
- Setup Your Local Business Page
- Create Your Business Manager Account
- Setup Your First Ad Account
- Start Posting on Your Page – Related news to your industry, blog posts from your website, infographics, videos, and tips. No one likes visiting a facebook page that was last updated in 2016.
- Study Your Market with Google Analytics & Facebook Pixel
Do it Yourself Facebook marketing with no budget – Build rapport as you move along the funnel
- Understanding the 3 different levels of engagement
a. Cold Traffic – Never heard of your business before
b. Warm Traffic – May be able to recognize logo, has been to your site
c. Hot Traffic – BoughtZ from you already
2. Talking to Your Customers About Their Pain Points & Creating an Irresistible Offer Your Prospects Must Have
a. Cold Traffic – Traffic Campaigns / Engagement Campaigns
b. Warm Traffic – Opt-in Pages / eBooks / Free Webinar / Only Pay Shipping
c. Hot Traffic – High Ticket Sale Items / Consulting
3. Segmenting Your Audience – Targeting the correct traffic
a. By Types of Blog Posts You Offer on Your Site
b. By Pages they Visit on Your Website
c. By How long they visited your Page
4. Creating Remarketing Campaigns – Target users who did not convert
a. Expand on look-alike audiences who liked our content
5. Other Tracking Tools
5 Secrets to Keep in Mind
Secret #1:Don’t use your home page as your destination for you ads
- Send them to a landing page
- Low converting visitor into a buyer
Secret #2: Target people who follow big players in your industry
- Don’t target people based on interests
- Target on who/what they follow
Secret #3: Create Marketing campaigns from old email lists
If you have email addresses from your previous customers or someone who requested a quote you can add those email addresses to Facebook and start a very inexpensive remarketing campaign promoting a service or product. Ex: The last chance offer – “Last chance to save 40%” You can also use phone numbers or physical addresses of people to find them on facebook and add them to your remarketing lists.
Secret #4: Metrics to watch for on Facebook
- Click Through Rate: How many saw ad compared to how many clicked on ad?
- Cost Per Click: How much spend per click on ads that are converting into buyers?
- Cost Per Lead: Online advertising payment model in which payment is based on the number of qualified leads generated.
- Conversion Rate: How many visitors turned into a buyer or a call?
Secret #5: Lookalike audience
- If you’ve been tracking users who visit your pages or you uploaded an email/user list and both lists have more than 100 recorded facebook users then you can create lookalike audiences.
- Expand your marketing campaign efforts to test ads on a different set of people.
- Secret #6: Create campaigns based on conversions rates –
- When creating campaigns tailored to conversion FB optimizes campaign to display ads to visitors who are actually clicking on our ads
Q & A
For facebook ad bidding is it better to do CPM (cost per million) or CPC (cost per click)
- If starting don’t ever set manual cost per click.
- Set for facebook to optimize for you.
What are benchmarks for click through rates
1% through 3% is average
- Building elements before will take longest such as landing page, set-up capturing email addresses, set-up tracking. Platforms such as wix.com
- Facebook offers free courses to help learn the tools they offer to help grow your business.
- Actual ad set-up duration, 1-2 hours.
- Start with $100. If no conversion after $20, ad should change.
When handling bad comments, reply with solution, and engage in conversation.
Canceling a Facebook Ad
- Click top right drop down,click on “manage ads”. Then ad account, switch campaign “off”.
Review a Case
Dream Limousines Case Study – Web Design & SEO Client to PPC Client
- Website Re-design (Build more trust with better content and design)
- Backlink Building, Directory Submissions, and Blog Posts & Press Releases (Adding more about our client on other sites)
- Results: 20,000 Visitors, 8% Conversion Rate on Desktop & 33% Conversion Rate on Mobile over the course of 6 Months.
- Website Request a Quote Redesign – Project goal was to recreate the user experience when browsing for a vehicle.
- Results: Conversions Doubled! From the average 8% to 14% conversion on desktop to the 33% average conversion rate on mobile – we increased average conversions on desktop by 2.75x – or a 14% increase. Mobile users converted at 41%, an increase of 8% from when they visit the request a quote form page.
Numbers for Dream Limousine Case Study
Kenny will calculate ROI for the case
- Facebook budget: $467
- Total Leads: 80
- CPL: $5.38
- Customer to Lead Ratio (Conversion Rate): 42%
- Facebook Customers: 34
- Avg. Sales per Customer: $500
- Incremental Sales: $17,000
- Gross Margin: 50%
- Gross Profit: $8,500
- Net Return: $8,043
- Net Return / Investment: 17.2x