Profitable Facebook Marketing - How To Turn Fans Into Paying Customers: A Step-by-Step Guide by Mari Smith. Keynote session at Social Media Marketing World 2014. #SMMW14

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Profitable FacebookProfitable Facebook
MarketingMarketing
How To Turn Fans Into PayingHow To Turn Fans Into Paying
Customers: A Step-by-StepCustomers: A Step-by-Step
GuideGuide
MARI SMITH
Social Media Thought
Leader
Facebook Marketing Expert

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Your BIGGESTYour BIGGEST Social MediaSocial Media
CHALLENGE?CHALLENGE?

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TIME!TIME!

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……andand ROI?ROI?

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FOUR Phases:FOUR Phases:
1.1. CoreCore
2.2. Build-upBuild-up
3.3. PromotionPromotion
4.4. Follow-upFollow-up
Solution?Solution? SYSTEM!SYSTEM!

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4-Phase Profit4-Phase Profit SYSTEMSYSTEM
PLAN: 1 year in advance quarters➙PLAN: 1 year in advance quarters➙
Add value + build community + test, track &Add value + build community + test, track &
measuremeasure
BusinessPage+PersonalBusinessPage+Personal
ProfileProfile

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• Fundamentals: CONTENT + ENGAGEMENTFundamentals: CONTENT + ENGAGEMENT
• Everyday postsEveryday posts
• 3x per day3x per day
• Quality, relevant contentQuality, relevant content
• Combo of CREATE + CURATE (OPC)Combo of CREATE + CURATE (OPC)
• Strive for maximum organic reachStrive for maximum organic reach
• EngageEngage promptlypromptly
• ListenListen
• Identify superfansIdentify superfans
1. CORE1. CORE PhasePhase

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ContentContent

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MariMari says…says…
““Content is KING,Content is KING,
but engagement is QUEENbut engagement is QUEEN
and she rules the house.”and she rules the house.”
@marismith@marismith

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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?
1)1) TIMINGTIMING
• Day of week + time of dayDay of week + time of day
• Check “when fans online”Check “when fans online”
1)1) TYPETYPE
• Status update, photo, video, linkStatus update, photo, video, link
• Also: offer, event, milestone, cover imageAlso: offer, event, milestone, cover image
1)1) LENGTHLENGTH
• < 120 vs. 500 vs. 1,200 characters? (63k = max!)< 120 vs. 500 vs. 1,200 characters? (63k = max!)
1)1) TAGSTAGS
• @ tag other Pages@ tag other Pages
TestTest

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• ContentGems.comContentGems.com
• Spundge.comSpundge.com
• AllTop.comAllTop.com
• Swayy.coSwayy.co
• Feedly.comFeedly.com
• Scoop.itScoop.it
• Paper.liPaper.li
ContentContent curation toolscuration tools

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““The current industry benchmark allows for aThe current industry benchmark allows for a
response time of around 19.2 hoursresponse time of around 19.2 hours,,
which is an improvement compared to Q1’swhich is an improvement compared to Q1’s
response time, which was more than 22response time, which was more than 22
hours.hours. We advise brands to try toWe advise brands to try to
respond within 30 minutesrespond within 30 minutes. Depending on. Depending on
the nature of your service, you may want tothe nature of your service, you may want to
consider 24/7 support.”consider 24/7 support.”
~Jan Rezab, CEO SocialBakers.com~Jan Rezab, CEO SocialBakers.com
EngageEngage: “socially devoted”: “socially devoted”

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“The best businesses begin with
EMPATHY
@BrianSolis
”

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• Build anticipation – “coming soon!”Build anticipation – “coming soon!”
• Count-downCount-down
• Change cover image dailyChange cover image daily
• Run a ContestRun a Contest
• Consider paid promotionConsider paid promotion
• Solicit and empower affiliatesSolicit and empower affiliates
• Do a big reveal!Do a big reveal!
• Key: have all social channels & partners queued upKey: have all social channels & partners queued up
2. BUILD-UP2. BUILD-UP PhasePhase

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Can you reallyCan you really
SELL on Facebook?SELL 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

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ConversionConversion 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 itMake it reallyreally easy foreasy for
people to buy from you!people to buy from you!

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Jab, Jab, Jab,Jab, Jab, Jab, Right HookRight Hook
SEE: bit.ly/JJJRH_mediumSEE: bit.ly/JJJRH_medium

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• Ideally, offer something for free firstIdeally, offer something for free first
• Webinar, white paper, audio, video, membershipWebinar, white paper, audio, video, membership
• What are you launching?What are you launching?
• New productNew product
• New bookNew book
• New softwareNew software
• New service offeringNew service offering
• This is the time to do paid promotionThis is the time to do paid promotion
• Cart opensCart opens
• Early birdEarly bird
• Sale cut off datesSale cut off dates
3. PROMOTION3. PROMOTION PhasePhase

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PromotionPromotion CalendarCalendar
FREE Promotion Calendar & Launch Plan: http://bit.ly/promocalFREE Promotion Calendar & Launch Plan: http://bit.ly/promocal

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““Last quarter I talked about our efforts to grow ourLast quarter I talked about our efforts to grow our
business through improving thebusiness through improving the qualityquality of our ads ratherof our ads rather
than just increasing the quantity. Our goal is to reach athan just increasing the quantity. Our goal is to reach a
point where thepoint where the ads are as relevant and timely asads are as relevant and timely as
thethe
content your friends share with youcontent your friends share with you.”.”
~Mark Zuckerberg~Mark Zuckerberg
Source: bit.ly/1h47fzOSource: bit.ly/1h47fzO
Facebook ad relevancy

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Facebook ads: Marketo

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Surprise & delight!delight!

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Example Facebook AdsFacebook Ads

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• Purpose = twofold:Purpose = twofold:
• Capture last minute leads & salesCapture last minute leads & sales
• Gently segue back into CORE PhaseGently segue back into CORE Phase
• Still time to join!Still time to join!
• Last minute specialsLast minute specials
• TestimonialsTestimonials
• Case studiesCase studies
4. FOLLOW-UP4. FOLLOW-UP PhasePhase

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Follow up posts

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Follow up ads

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Example Facebook SystemFacebook System

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TrackTrack & Measure

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Facebook likes + PTATFacebook likes + PTAT
• Vanity metrics!Vanity metrics!
……unless you can connect directly to ROIunless you can connect directly to ROI
VanityVanity metrics

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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

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Social mediaSocial media ROIROI

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SocialSocial channelschannels

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LeadLead generationgeneration

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