2016 03-14 - lethbridge university - stop wasting your budget
Stop Wasting Time & Money Advertising on Social Media
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Stop Wasting Time & Money Advertising on Social Media! Perry Henderson perry@missinglinksocialmedia .com.au
description
Are you wasting time and money advertising on social media? You need to know the available tools, resources, metrics and strategies so you don't! This presentation highlights some of the fundamental tools, resources and strategies you need to establish Facebook and LinkedIn as effective marketing channels and sales tools.
Transcript of Stop Wasting Time & Money Advertising on Social Media
Contact for…
• Any further questions• Would like information/tools/URLs from this
presentation• Questions about my services:
Implementing strategies to build your business via LinkedIn and/or Facebook
[email protected] 166 732
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Who is Perry?• Father, Husband, Business Owner, Presenter• Charlestown Primary School, Whitebridge
High, moved to the Central Coast• Noticed a gap in my Marketing Major at
University of Newcastle• Studied Social Media Marketing at Michigan
State University in the USA• Own and operate social media agency;
Missing Link Social Media• Specialise in helping Business Owners and
Professionals understand, measure and improve social media to establish it as an effective sales and marketing tool
Marketing Basics:Old vs new selling & marketing
• Old– Features & benefits /
straight to solution– Telemarketing
(outbound)– Hard sell– Shout loud– Hard to get insights– Marketing was easier
and consumers relied on businesses to be informed
• New– Trust, needs & build
rapport– How do we get them to
call us (inbound)– Pre-sell in content
marketing– Whisper right thing in
right ear– Easy to get insights– Consumers are getting
smarter and are well-informed (reviews, social etc)
Marketing Basics:Marketing Channel System
Facebook Ads Website SEO LinkedIn Email
Lead Generator(incentive for contact details)
Newsletter sign up
Top 5 tips
Conversion tool $49 consultation via Leadpages
Free consultation
Keep in touch strategy Monthly tips via email
Social Media Marketing Funnel
Awareness: Position & attract a relevant audience
Repeat visibility & Engagement
Trust: Share valued content & collect
emails
Action / conversionRelationship
Retention /
LinkedIn Marketing Funnel
1. Optimise your LinkedIn presence2. Attract a relevant audience via
Advanced Search & Groups3. Position yourself as a thought leader &
expert with relevant & valued content4. Build trust, credibility and top-of-mind
awareness + create LinkedIn ads and send them through your marketing channel system
5. Measure results & improve
LinkedInProfile Summary Structure
Qualifying question
Articulate pains
Paint the ideal world
Why you?
Be human
Call-to-action
Weekly LinkedIn Action Plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
What: Invite to connect with 10 prospective clients
Check messages & notifications
Invite to connect with 10 referral partners
Check Messages & notifications
Research for next week’s content
Create next week’s content
Schedule weekly content in Groups & Profile Posts
When: 8:30am 5:30pm 8:30am 5:30pm 8:00pm 11:00am 8:00pm
LinkedIn – Tips and Tools• Search – Groups of prospective clients & referral partners
• Customise your Public Profile URL– http://www.linkedin.com/profile/public-profile-settings#
• Integrate with website / Blog– Profile Badge
• http://www.linkedin.com/profile/profile-badges?goback
– Plugins Overview• http://developer.linkedin.com/plugins
• Export Connections’ contact details: Click ‘Connections’ tab, then the settings button (top right of page), then export connections.
LinkedIn - Advanced Search
• People• Groups• Save Lists– Save search results to easily run them
again later (max 3 for free account)– Choose to receive weekly / monthly
reminders via email when new members match your search criteria
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Facebook Ads
• Facebook Ads • Facebook Ad Tools– Custom Audiences– Lookalike Audiences– Conversion Pixel– Facebook Exchange etc:
https://www.facebook.com/business/products/advanced-ads
Facebook – Ads Structure
• Campaign: Objective– Clicks to website– Page likes– Page Post Engagement
• Ad Set: Audience Segment– Fans– Email Subscribers– Lookalike Audiences
• Ads: Creative– Photo Share 1, ‘Learn More’ Call-to-action etc
Facebook Ads: Targeting
• Demographics:– Location– Age– Gender– Language
• More Demographics– Relationship– Education– Work– Financial– Home– Ethnic Affinity– Generation– Parents– Politics (US)– Life Events
Facebook Ads: Targeting
• Behaviors (hundreds!)– Charitable
Donations– Digital Activities– Financial– Mobile Device User– Purchase Behaviour– Residential Profiles– Travel
• Interests (thousands!)– Competitors– Icons– Thought leaders– Complementary
products / services
Key Facebook Tools & Resources• Facebook Image Dimensions:
http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
• Facebook for Business:https://www.facebook.com/business
• Benchmark your Page to competitors:http://www.likealyzer.com/
• Claim your custom URL (& remove the numbers):https://www.facebook.com/username
• Quickly create landing pages:http://www.leadpages.net/products/
• Get a Like Box on your website:https://developers.facebook.com/docs/plugins/like-box-for-pages/
• Abide by Facebook’s 20% text rule:https://www.facebook.com/ads/tools/text_overlay
• Royalty Free Images:http://www.freeimages.com/ (was sxc.com)
• Free photo-editing software: http://www.gimp.org/
Basic Content Strategy
Goal: Awareness, Engagement, TrustBasic Content Strategy:• Who’s your target Audience?• Content Categories
– Brand awareness (Key Content Plan)– Product Awareness– Promotional– Seasonal– Customer Service– Engagement
• Weekly Content Map• Weekly Action Plan
Basic Content Strategy:Key Content Plan
Content Categories
Super Life Insurance
Budgeting Investment
Q&A
Rant
Mistakes
How to / reviews
Case Studies
Offer / Checklist
Recent news
Facebook Conversions Case Study: Shortstack
No Shortstack app… No ticket registrations
Facebook Conversions: Shortstack
Landing Page: ShortStack
• 100+ tickets• $300,000
artwork• Why?• How?
Contact
• Any further questions• Would like information/tools/URLs from this
presentation
Special Offer: 2-hour Social Media Strategy & Implementation Session:
Normally $497., contact me before end of June 2014$397
0431 166 [email protected]
