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TRANSCRIPT
DELIVER
Monetize and convert through lead
magnets, social promotions, and
advertisements
What you need to do
• Create social promotions
• Develop landing pages
• Amplify through Facebook
advertising
TOOLS: Wishpond and Leadpages.net,
Facebook Ads Manager, Facebook
Insights
Digital Funnel
Landing Page
Optimization
Social Media
Optimization
Conversion
MID
DLE
OF
FUN
NEL
(M
OF
U)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
Website
Optimization
Customer
Experience
TOP
OF
FUN
NEL
(T
OF
U)
Marketing
Content
MarketingContent Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
Online
Advertising
Social Media
Marketing
Three-in-One Package
Creating Effective
Facebook Advertisements
Anatomy of Facebook Ads
#1 Facebook Advertising Objectives
Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html
#2 Target Audience
Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Location
#2 TA - Demographics
Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Interests
Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Behaviours
Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Connections
Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
Brilliant Targeting by Lewis
• Only 39 year olds can see this ad!
http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/
Facebook Ads – Custom Audiences
• Existing Lists
• Existing Customers
• Lookalike Audiences
• Specific Audiences
Custom Audiences
1) Create a list of consumer emails, phone numbers, app user IDs, or mobile ad IDs of people you already have relationships with.
2) List needs to be a .csvor .txt file and contain at least 20 customers.
Custom Audiences
3) Go to Business Manager. Select Audiences.
Custom Audiences
4) Select Create Audience>Custom Audience>Customer List.
Custom Audiences
5) Upload a file, copy and paste your custom list, or import from MailChimp.
6) Select data type and upload your list.
Custom Audiences
7) If you choose “Customer File”, you can upload a CSV or TXT file here.
Custom Audiences
8) Facebook filters through the list and the data for a customer matched with information in a user account.
Custom Audiences
9) Advertisers can show ads directly to those consumers.
#3 Content & Offer
Facebook ads need to feel natural and organic, even
though they are interruptive in nature.
Craft for Your Customer Avatars
https://www.facebook.com/hootsuiteapac
• Identify your target audiences
• Include them in your copy
• Highlight precise instructions (step-by-step)
Create Your Hook/ OfferHook Example
Have If the customer takes this offer, what will they HAVE that they didn’t before?
Feel How will the customer FEEL once they take your offer? Smarter? Pain-free? More confident? Happier?
Average Day How will your offer improve their AVERAGE DAY? Eg savings of time, energy or money
Status How does the customer’s STATUS change once they’ve consumed your offer? Eg more well-regarded
Social Proof/ Results
Use reports or case studies to demonstrate PROOF or RESULTS. Eg“Join the thousands of people who have already benefited!”
Speed & Automation
With SPEED, you speak to the QUICKNESS of the offer — how will this thing speed up a part of their life or AUTOMATE a task? For example, this razor will save 10 minutes of your day.
Create Your Hook/ Offer
Tell Stories with VisualsAsk Questions
One Call-To-Action (CTA)
Highlight Benefits Upfront
B2C Example B2B Example
https://adespresso.com/academy/blog/12-irresistible-facebook-ad-ideas-to-kickstart-2017/
Play Off Emotions
Check for 20% Text Rule
http://www.social-contests.com/check-image/
Maintain Good Ad Scent
Walkthrough of Facebook Ads Tool
Create your Facebook Ad!
1. Choose an image2. Design with a suitable overlay on Canva3. Use Ad Parlor to create mockup ad4. Show us!
30 mins
Debrief
5 mins
• What have you learned about Facebook ads?
• What does it show you?
• How can you apply this in your organisation?
Social Media Promotion Mechanics
Why Promotions?• Increase awareness and engagement
• Generate leads through a LEAD MAGNET
• Increase participation
• Drive conversion and purchase
• Encourage social sharing and WOM
Exercise• Develop a Social Media Promotion
30 mins
Promotion Mechanics Selected Channels
Terms and Conditions Type of Prizes
Giveaways and Freebies [B2B and B2C]
FREE is the strongest word in a copywriter’s bag of tools.
Giving away doesn’t cheapen value.
When capacity and cost is not an issue.
Types of Giveaways and Freebies [B2B and B2C]
Books
Tools & Templates
Limited Time Period Trials [B2B]
Freemium Model
Types of Giveaways and Freebies [B2B and B2C]
Special Offers, Promo Codes and Coupons
Festive Specials
Source of promotion: https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater
Why Contests Work
Gamification Talent Spotting
(espinfluencers)
Get User Generated
Content (UGC)
Trigger social sharing
Increase Brand Awareness and Affinity
Anatomy of Contest
Terms & Conditions
Attractive Visual
Prize
Game MechanicsTargeted Audience
Message
Contest – Game MechanicsRefer-a-Friend + CommentVideo/Photo Contest
Contest – Game MechanicsLucky DrawVoting/Polling
Contest – Game MechanicsCrowdsourced Ideas/ Tips Share a Story
• Customer product experiences
• “Slice-of-life” stories
• Limit words
• Pair with photos
• Attractive prizes
Limited only by your imagination!
Contest – Prizes
#2 Attractive#1 Affordable
#3 Exclusive
Lack of budget is not an excuse!
Contest – Terms & Conditions
#1 On post
#2 On Google Doc
Campaign Channels, Logistics and
Legalities
Social Channels Used
• Consumer behaviours
• Image/video?
• Mobile friendliness
• Space
• Hashtag virality
• Audience receptivity
App or Software?
DIY on Social Platform (egFacebook)
Use of Promotion App/ Landing Page
Ease for Users Simple More Effort
Cost Cheap and easy Fees for use
Effort Needed Minimal Fuss More Effort
Tracking winners Difficult Easy
Displaying Rules Limited More Space
Member Acquisition
Difficult (“Like” Gating banned) Easier using platform
Virality Easier to Share Limited Social Sharing
Types of Apps
• Mail Chimp (www.mailchimp.com)
• Binkd(https://www.binkd.com/),
• Shortstack(http://www.shortstack.com/)
• Heyo (http://heyo.com/) • Wishpond
(https://www.wishpond.com/)• Lead Pages
(https://www.leadpages.net/)• Instapage
(https://instapage.com/
Prizes
Prize presentation
Target Audience
Fit with product/ service
Seasonal
Number of winners
Winning criteria
Affordability
Legal Considerations
• Singapore Consumer Act
• Facebook’s guidelines: https://www.facebook.com/page_guidelines.php#promotionsguidelines
• Instagram: https://help.instagram.com/179379842258600
Lead Nurturing and Landing Pages
Lead Nurturing Cycle
Source: http://www.forentrepreneurs.com/buying-cycle-and-triggers/
Anatomy of a Landing Page
Lead Capture
Form
Call to Action (CTA)
Unique Selling Point (USP) Focused Headlines
Click Triggers• Testimonials• Awards• Endorsements• Guarantees/
WarrantiesSocial Proofs
Customer Benefits
Over 100,000 households have installed our Solar System
Pro-Tips on Landing PageShowcase Target Audience Showcase Product
http://www.emoderation.com/facebook-globalpages/http://www.loganalexanderjohnson.com/myportfolio/mass-flex-landing-page/
Create Sense of Urgency
https://blog.indiemark.com/tag/sense-of-urgency/
Customer Benefits
http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks
Pro-Tips on Landing PageAction-Oriented Text Limit To Just One Action
Use Words that resonate with Your
Audience. Eg
• Try Now
• Download Your eBook
• Book Your Place
• Sign Up For Free
189 words and phrases here:
https://blog.bufferapp.com/words-and-phrases-that-convert-
ultimate-list
Be Brief, Use Bullets & Boxes
Test Different Versions
Source: http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/
Text Message CTA Button
Exercise• Create Landing Page for a B2B Business. Include a lead magnet.
30 mins
HERO IMAGES (Please insert) Lead Capture Form
HEADLINE
Sub headline (if needed)
Body Copy (maximum 3 short paragraphs, include customer benefits)
CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)
Insert “Click Triggers” (eg testimonials, research data, awards,
endorsements)
Insert “Social Proof” (e.g likes, shares etc)
Insert Call To Action (CTA) Button
Debrief
5 mins
• What have you learned about social media promotions?
• What is the difference between B2C and B2B?
• How can you apply this in your organisation?
