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Mari Smith

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Top Ten Tips To Boost Your Facebook Ad Conversion and ROI

1 CONTENT: Create a powerful content strategy that really helps your audience to solve a problem. Focus on content that is top quality and highly relevant. Use a combination of your own original content + OPC: other people’s content.

• Whencraftingbothorganiccontentandcontentthatyouplantopromote,keepinmindthisquotefromMarkZuckerberg:“Ourgoalistoreachapointwhereadsareas relevant and timely as the content your friends share with you.”

TYPES of content to integrate in your plan:

• Written – these are your articles and blog posts shared as link posts on yourFacebookPage.TIP for link posts: ensure you have the proper dimensions for the imagethatgetsdisplayedwithyourlinkposts(intheNewsFeedandonyourPage).It’s 1200 pixels by 627 pixels.UseatoollikeCanva that has a template – it’s the oneforFacebookAds. IfyourblogusesWordPress,useaPlugin likeWordPressSEO by Yoast – go to the ‘Social’ tab of the plugin and upload the image you want in the‘Facebookimage’section

• Visual–usedesktoptoolssuchasCanva or PicMonkey. Or a mobile app such as WordSwag.

• Video–accordingtosocialanalyticscompany,Socialbakers,videopostscurrentlyget the greatest organic reach. Facebook is also really pushing video ads foradvertisers–thiswillbeagrowingtrendthroughout2015-16,soyou’llwanttodowhat you can to integrate more video in your content strategy.

• Status updates – be sure to intersperse simple text updates that can be short questions,polls,orprovocativediscussionstarters.IseeabigjumpinorganicreachwhenIpopinaquestionsuchasthisrecentone:“CanaFacebookPagereplaceawebsite forsmallbusiness?”Asyoucansee fromthescreenshot, thatpostgotover4.5xtheorganicreachastheoneafterit(above)with95commentsvs.4onthe next one.

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2ADD VALUE:Whenyou’reselectingcontenttopromote,don’tgostraightforthesale.Startbyamplifyingrelevantcontentthatisnotnecessarilyapitch,forexample,yourown blog posts.

• Court your audience. Woothem!And,evensurprisethemwithpromotedpoststhatarenotalwaysapitchforyourproductorservice,orevenafreegiveaway.

• KeepinmindFacebookusers lookattheNewsFeedmorethananyotherpartofthe site, including desktop and mobile. So, when surfing through updates fromtheirfriends,your‘marketingmessage’shouldnotfeelinterruptiveor‘in-your-face.’Rather,thinkabouthowyoucanbefriend your audience!

• OneofthekeystosuccesswithsocialmediaistothinkandactlikeaMEMBERfirst,andamarketersecond!

• Also, think longer-term strategy. While everyone else is going for the quickconversion,youcantakeabitmoretimetoreallycareaboutyouraudience,gettoknowthem,providehelpfulresourcesthattheyneedandwant.

• UsetheBoostbuttononyourFacebookPagepostsstrategically.Evenwithanominal$10budget,youshouldseeadifferenceinreach.Formoreadvancedsettings,seeTip#7belowonusingthePowerEditor,though!

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LEAD MAGNETS:Developseveralcompellingoffers.You’llthenusethesetorotateandtestwithavarietyofaudiencesandparametersovertime.Ideally,yourleadmagnetissomewhatevergreen,dependingonthenatureofyourbusinessandindustry.

• Thinkabouthowyoucandothelegworkforyouraudience.Tellthemyou’vedonethehardworksotheydon’thaveto.

For example:

Here’s how you can save time (or money) with this list of _____________ (tools, tips, checklist, cheat sheet, templates, swipe files, buyer’s guide, examples)

LANDING PAGES:UseLeadPagestobuildanumberofsimpleofferpages.You’llusethesetodrivetraffictoviaFacebookads.

• Make sure that your landing page has a single purpose. Ideally, that is tocollect email addresses of your visitors. Or, it could be to sell a product. Go to: www.leadpages.net/mari

• BesuretointegrateFrameofmindmarketing–thatis,yourFacebookadsandyourlandingpagemustbecongruentinlook,feel,message.Don’tjustsentpeopletoyourregular home page when driving traffic via ads.

• Alternatively,use22SocialtocreateyourlandingpagedirectlyonyourFacebookPage. Go to: www.22mari.com

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TARGET: Craft your customer profile – this is a composite of the demographics,interests,buyingbehaviorandmore.Givehim/heraname.Then,whenyouwriteyourcopy(emails,landingpage,ads),talkdirectlytothisperson.

• Thisonesimpletipwillhelpyoutohoneyourmessageandstyleofwriting.Youcan’tbeafitforeveryone.Evenifyouthinkeveryoneneedsyourproductorservice,it’sbesttonarrowdownyouraudienceandcraftyourmessagejustforyourniche.

• Ifyouhavemultipletargetaudiences,thencomeupwithmultiplecustomerprofilecomposites with names.

CUSTOM AUDIENCES: Taketimenowtobuildavarietyof listsofFacebookuserstotargetwithyourpaidcontent–thesearereferredtoas‘CustomAudiences’onFacebook.YoucancreatethefollowingtypesofCustomAudiences:

• Yourownemaildatabase–solongasemailopenratesarenotat100%,youneedotherwaystoreachtheseverypeoplewhoareinterestedinyourmarketingmes-sages!Facebookadstargetedtoyourownemaillistareveryeffective.Youmaygeta40-60%match.

• Website visitors for retargeting– you can targetallwebvisitors, just visitors tocertainpages,andvisitorswithincertaintimeframes.•Videoviews–peoplewhowatch your videos.

• Lookalikeaudiences–basedonyourownfans,youremaillist,visitorstoyourweb-site and more.

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7FACEBOOK ADS: Facebook has added more and more features to the main AdsManager, so you should do just fine with placing ads via this interface. However, IstronglyrecommendthatyoufamiliarizeyourselfwithFacebook’sPowerEditor.Thisway,youcanmoreeasilyandreadilycreatemultipleads,createwhatarecalled‘dark’or‘unpublished’posts–theylooklikewallpostsandcanappearintheNewsFeedasfanpage wall content but they are promoted posts.

Thethreemainsectionstoknowaboutare:

• Campaign=setyourobjectiveatthislevel

• Adset=create(andsave)youraudiencehere;buildmultipleaudiencesunderthesame campaign.

• Ads=buildmultipleadsusingthesameaudienceordifferentaudiencesunderthesame Campaign.

My friends over at Social Media Examiner put together this handy tutorial for using PowerEditor:http://www.socialmediaexaminer.com/use-facebook-power-editor/

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TRACKING: Use Conversion Tracking Pixels!Thisiswheretheprosreallytakeoff!ToproperlytrackhowyourFacebookadsareperforming,howmany leadsyouradsaregenerating,howmanysalesoreventregistrations,etc.youreallyhavetobeusingtheConversionPixel. It’s justapieceofcodethatyouaddtoyourwebsiteorspecificpages,andeachtimeaFacebookusersclicksthroughfromoneofyourads,thepixeltriggersasignalbacktoFacebook.Youcanthencheckyourreporting to see how the ad is performing.

• Check out this handy section on Facebook for more on what to do withConversion Pixels: https://www.facebook.com/help/435189689870514

• SeealsothissuperhelpfulguidebymyfriendsatAdEspresso–EverythingYouNeedToKnowAboutFacebook’sTrackingPixels:http://bit.ly/fb_pixels

“Pixels are the beating heart of an effective Facebook Ad Campaign,” says Mixpo.com

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TEST: Test, test, test everything! But,ideally,onlyonevariableatatime.Youmaybeextremelysurprisedbywhatperformsbest.Yourguessmaybewayoffandit’smuchbettertouseactualtesteddatapoints,thansecondguessing!!Aspectsofyour ad that you can test:

• Adtitle(headline)

• Image

• Description(narrative)

• CTA(linkads–variousbuttons

• Adtypes(link,carousel,video)

• Audience(fansonly,vsfriendsoffans,vsemailsubscribers,vs.webvisitors)

• Offer(freedownloadvs.freewebinar)

ENGAGE –oneofthebiggestmistakesFacebookadvertisersmakeisnotreplyingto comments on ‘dark’ posts! Be sure to deploy knowledgeable, dedicatedcommunity managers who have access to your ads that are unpublished posts.

Plus,respondtoposts,commentsandprivatemessagesonyourFacebookpage–thisisallmoneyinthebank!Peoplewanttobeheardandknowthatyougenuinelycareaboutthemandtheirneeds.Besides,when(most!)peoplestartaskingyouquestionsorstrivingtoengagewithyou,theyaremuchmorelikelytobecomeacustomer.

I trust you got value from these top ten tips. No go take some action!!

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Wait, need more help? Want to view these 10 steps as a video? Or a live webinar or online training course?

Let us know, we’d love to hear from you. Just email us at

mari@marismith.com and we’ll be in touch

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A partial list of Mari’s clients:AAA(AmericanAutomobileSociety)•ASMP(AmericanSocietyofMediaPhotographers)

AssociationofGolfMerchandisers•BeachBody•CCPRO(CommunityCollegePublicRelationsOrganization)NAMM(NationalAssociationofMusicMerchants)• Pillai Center for Mind Science • SUCCESS Magazine

Oftenreferredtoas “the Queen of Facebook”,MariSmithisconsideredoneof the world’s foremost experts on Facebookmarketing and social media.She is a Forbes top ten social media power influencer several years in a row (currently#4),andauthorofThe New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day.

FacebookrecentlypartneredwithMaritofacilitateandteachattheFacebook2015 Boost Your Business series of live training events across the UnitedStates. Fast Company described Mari as “a veritable engine of personalbranding, a relationship marketing whiz, and the Pied Piper of the OnlineWorld.Mariconsultswithandtrainsbusinessesofallsizesaroundtheworldto help accelerate their profits by integrating proven Facebook and socialmediamarketingstrategies.

www.facebook.com/marismith www.twitter.com/marismith www.instagram.com/marismith www.linkedin.com/in/marismith

ABOUT MARI SMITH

MaripresentingasapartoftheKeynotePanelatSocialMediaMarketingWorld2015