Small Businesses: How to Get the Most from Facebook

Small Businesses: How To Get The Most From Facebook

Jodi Phillips

VP, Media & Analytics

Jerilyn Soncrant

Product Marketing Manager

Greg Sterling

VP, Strategy & Insights

Meet Our Expert Panel

Learn How To:

Make Your Organic Efforts Work Harder for You

Find Your “Sweet Spot” with Facebook Ads

Measure, Report & Learn from Data That Matters

Sound Familiar?

Users aged 25-34

‘Likes’ every day

4.5 Billion

29.7%

New profiles every minute

People logged in daily

890 million

300

Facebook Dominates Social Universe

Where Do Small Businesses Fit In?

Social Media Influences Purchase Decisions

Social drives roughly equal amounts of online and in-store sales.

Source: Vision Critical 2013 and IBM Survey 2014

of social media users have purchased

a product after sharing or favoriting it

on Facebook, Pinterest or Twitter43%

Facebook is more than just a “like” machine

Source: Thrive Analytics, 2014

Facebook Captures More Local Business Reviews Than Yelp and Google

Both platforms actually help each other

More searches more click-throughs + higher AOV + more sales

Facebook and Google Complement Each Other

return on ad spend.30%

Facebook ads boost effectiveness of paid search

campaigns with a

30+ Million Small Businesses With Active Pages

Similar advantages of Google as ad platform

Simple, automated

Reach narrow target audiences

Ad targeting precision and accuracy

Less ad spend waste

• Relevance Scores define ads

• Conversion Lift takes off

• New ways to actually measure ROI

New Algorithms & Features Can Add To Confusion

Make Your OrganicEfforts Work Harder For You

It All Starts With the Customer

Who is my audience?

What interests my audience?

How & where does my audience

connect with my business?

What actions do I

want to occur?

How can I use content to compel

those actions?

How can I invite my

audience to actively

participate in my business stories?

How can I engage, without

interrupting?

“I want you to have pathological empathy for your reader.

That means really knowingyour customer.”

Ann Handley

• Post quality content and varying types of posts, consistently

• Tie back to relevant promotions, themes and events

• Test days and times to amp up traction

• Be flexible enough to respond on short-notice

TOP TIP: Follow 70/20/10 content rule

Editorial Calendars Empower You To Deliver Quality Content, Consistently

• Add fun to the experience with quizzes, contests, photos and videos

• Invite your audience to share their personal stories

• Curate outside content and news

• Monitor trending posts and hashtags

• Stay true to your brand identity, products you sell, stories you tell and experiences you build every day

Mix Up Content To Keep It Fresh & Fun

of Facebook “shares”Happen on Saturday40%

TOP TIP: Tag person’s social profile

when responding to drive 1:1

relationship and engagement

• Make every message and experience about their interests

• Show you care by responding directly to their questions and comments

• Stay tuned to what’s happening now

• Don’t try too hard to piggyback off viral moments

Lose the “Me, Me, Me” Attitude

• Create different posts to drive the same objectives

• Experiment with copy, images, URLs, text posts, videos

• Avoid drop-off with high-quality images and videos

• Isolate variables, then test and tweak

• Be patient and realistic – with campaign timings and results

Try our new chocolate ice cream and get 50% off your entire offer.

Ice Cream Store

A

Try our new chocolate ice cream and get 50% off your entire offer.

Ice Cream Store

B

Always Be Testing

Challenge: Increase online reach for an established brick-and-mortar business

Strategy: Development of Facebook company page with quality content and incentives

Outcome:

• 202 Leads

• 10,364 New Facebook “Likes”

• 273% Increase in People Engaged

Social Engagement Pays Off For Triano’s

Create and post quality content, consistently

Add fun with interactive types of content

Respond directly to audience

Be authentic and relevant

Curate outside content & news

Always be testing and learning

To Do List:

Find Your “Sweet Spot”With Facebook Ads

$$ Doubled YoY(November 2014)

ROI

Facebook Ads: By The Numbers

accuracy on targeting efforts 94%

Facebook has

Hours spent on Facebook each month

6:35

Facebook visits coming from mobile

8.25%

Identify goals you want to achieve• More website traffic?

• More phone calls?

• More leads?

• More in-store sales?

• More positive reviews?

• More direct dialogue with Facebook users?

Think strategically, not tactically

It’s not just about deploying ads, but about targeting them to the right people at the righttimes and places

Without Goals, You’re Flying Blind

Don’t let intentions – or lack of intentions – hold you back.

• Target the right audience –moms, families

• Stay true to Facebook users social tendencies

• People are more likely to click if an incentive offers at least 30% off

Make Ads Worthwhile and Relevant Enough To Act

• Be creative and multi-faceted with types of photos

• Entice people to want, need and act more

• Tap into what’s already available on stock photography & video sites

• Create personalized videos to showcase your teams, talents, passions

Make Every Visual Count

Focus on compelling users to act, rather than spraying-and-praying

Page Post Link Ad Domain Ad

Test Ads To Drive Optimal ROI

Gender

Languages

Location

Age

Interests

Behaviors

Connections

Keep Up With New Ad Features

Challenge: Boost post-holiday sales

Strategy: Target and incentivize Facebook users to redeem promotional offer and buy in-store

Outcome:

• 257 Offers Claimed

• 60 In-Store Redemptions

• $5,500 Net Store Sales

• 1,100% Increased ROI

Personalized Ads Amplify Seasonal Sales

Set goals

Use high quality visuals

Personalize ads to solve your audience’s pain points

Compel actions with incentives

Always be testing and learning

Measure results

To Do List:

Measure, Report & Learn From Data That Matters

• Understand user behaviors

• Learn about preferred content types

• Prove concretely if social strategy is working

• Highlight gaps or missed opportunities

• Improve future campaigns

Metrics: Measure What Matters

Metrics: Cost Per Action

• Track conversions (contest signups, ecommerce, etc.)

• Measure for online and offline success

• Conversion Lift makes it possible to drive in-store sales lifts

• Create test groups versus control groups

Currently testing with larger advertisers, but will open up to all advertisers soon

Metrics: In-Store ROI

You Don’t Need Massive Budgets to See ROI

Small to medium spenders (i.e. not large retailers) actually see the best results on Facebook

Increase your resources and budgets

Invest more in education and training

Use the right tools and technology

Measure performance, report and learn from data

To Do List:

Jodi Phillips

VP, Media & Analytics

Jerilyn Soncrant

Product Marketing Manager

Greg Sterling

VP, Strategy & Insights

QUESTIONS?

More Content To Help You

Better Understand How To Boost ROI From Quality Content & Ads on Facebook

Q&A With BLiNQ Media VP, Jodi Phillips

Research Study

Slideshare of Presentation Ebook: Boost ROI From Quality Content & Ads on Facebook