Preliminary results6 Nov 2009 at 15:35

This study will be updated next on December 10, 2009

STUDY: B2B Facebook campaign promoting the internet marketing

seminar with Michael Leander in Cairo

Let me know what you

think?

Michael Leander Join the discussion here http://meemoo2.com/2009/11/facebook-campaign-b2b.html/

The why and howThis is what I set out to doTest a relatively unsegmented Facebook B2B campaign with the objctives you see to the rightThis is how I did itI spent one hour creating a simple landing page, two different adds and setting it all up in FacebookI did notConnect all the dots, i.e. setup anaytics conversion tracking, setup form validation. Motto: dumb, but fast, simple and hopefully effective.

Eyeballs

Acquire Leads

Sell attendance to seminar

Marketing and sales process

Eyeballs(Facebook

add)

Register interest (acquire leads)

Contact leads

(Email/Phone)

Close attendance

(Sale)

Advertisement sends visitors to

”landing page”

Email sent after registration of interest

Using a system I am testing, I wasnot able to personalize the emails.

This is a big mistake. Always use theinformation you get from leads inthe communication with them.

But I was able to include the details registered in the email and ask thelead to update/correct their details. Great to do that. (no, I have norecord of how many leads did that:-)

Two different adds (not A/B)

Leading to this landingpage: http://www.fokusintegrated.com/internet-marketing-seminar-in-cairo/

CTR: 0,072% CTR: 0,064%

This add performedbest, but why do you think that is?

Join the discussion here http://meemoo2.com/2009/11/facebook-campaign-b2b.html/

Impressions

Clicks (CPC)

Leads (CPL)

1.167.713 – add impressions

815 (0,07%) – clicked to landing page

132 (16,20%) – registered to receive info

Cost: 62,12 USD, CPL: 0,47 USDCPO is ?

Leads

Registered

Paid

Sales process

My comments for improvement

Target

group

•Facebook does not offer very good segmentation

•+25 y.o./College graduated is vague target group definition. That might hurt the conversion to sale

Adds

•The test is not representative – too many components were changed.

•Must test impact when (fx) only changing the headline or only changing the picture etc.

Landing

page

•16% conversion is not bad. But: too much text, I think. Also only one landing page, which means people clicking on add A will see one picture of me in the add, a different one on the landing page – not

Two observations: 1

• Advertising on Facebook in some geo-markets is still relatively cheap

• For ”mature Facebook markets” (such as Denmark), however, the price per click seems to be too high due to competition from other advertisers (same problem as with Google Adwords). The lack of segmentation is not helping drive the prices down.

• You have to consider not only the initial click, but your actual conversion to sell. If you are paying 0,5 USD pr. click and convert one of 10, your CPO is 5 USD.

• Recommendation: test it, but beware of your Return on Marketing Investment.

Two observations: 2• If I were doing this for myself, I would implement a system that

would allow me to score leads based on ther behavior. • If a lead clicked the confirmation email, browsed around on a

website, downladed the seminar program, I would prioritize for telemarketing to call that lead immediately.

• Why? the behavior of that lead clearly indicates that the lead is very interested. We want to get to that lead to answer any questions or concerns in a jippy. That’s why.

• Finally: Do not let IT systems constrain you. Being an effective online marketer requires the right tools to assist you making our plans happen.

Appendix: What was involved?

Message/creative:

- Create landing page- Create registration form- Create confirmation page- Create confirmation email- Create advertisements- Test links (Yes, and don’t you forget it)

Tools/data

- CMS or blog system (this case WordPress)- Data capture system (this case Follow-Up)- Web analytics- Export leads to send to event organizer- Monitor progress - Eventually import leads to CRM system

(and that really sxcks)- SnagIt to prepare this presentation you

are reading nowJoin the discussion here http://meemoo2.com/2009/11/facebook-campaign-b2b.html/