Ine Laleman @inelaleman

How to earn €1 million in

social media sales

Define a specific goal

Offering every customer the right message at the right time, Increasing social sales to €1 million

1

Use the Sales FormulaBudget / cpc = visits Visits x conversion rate = sales

Sales x average order value = revenue

2

Use the Sales Formula

€ 10.000 / € 0,4 = 25.000

25.000 x 0,15% = 37

37 x € 1.000= € 37.000

2

Do the ROI check

(Revenue – cost ) / cost

(37.000 – 10.000) / 10.000 = 2,7

3

Select your audience based onYour database

4

5 Learn more about your audience

• Custom audience: Current customersUse for retargeting

• Lookalike audience: Potential customers

• Facebook demo segments

6 Use different audiences

Custom audience

6 Use different audiences

Target

people who have made several price calculations but did not book

Lookalike Audience

6 Use different audiences

Target

people who look like customers who went on a holiday to Spain last year

Facebook Audience

6 Use different audiences

Target

Belgian Parents between 25 - 45

Calculate the relevant size for your audience

Visits / uCTR% = Audience Size

25.000 / 3% = 833.333

7

Create relevant messages8

Target

people who have made several price calculations but did not book

9 Set up A/B tests

10

Forget about always on strategies

11

Install conversion pixelsat every step of your sales funnel

12

Install remarketing pixels

13

Test different bidding strategies• CPC The basic performance

strategy• CPM Branding & Micro

Audiences• oCPM (Optimize for website

conversions)Keep track of your

conversion goal• Daily unique reach Small audience low

frequency

14

Rotate ads when ad frequency is high

15

Optimize on CPA Monitor CPC, CPM,CTR, Frequency, …But decide on CPA

16

Set-up automatic rules

17

Think omnichannel

18

Think omnichannel

visitors

prospects

leads

sales

• Move up the sales funnel

• Retarget or close the deal with another medium

questions ?