#BigSocial: Improving Facebook Marketing

A breath of fresh air, Mari Smith took command of the stage for the fourth talk of the day at The Big UK Social Media Conference #BigSocial, Facebook Marketing Expert delved straight in, highly recommending brands to plan a year in advance and break their social marketing strategy down into quarters; a four-phase profit system.

This helps to add value, build community and test, track and measure your performance. Mari went through this system in sections:

  1. Core Phase: The fundamentals, every day postings
  2. Build-up Phase: Creating anticipation and empowering affiliates
  3. Promotion Phase: A good time to promote FREE webinars and content
  4. Follow-up Phase: Send messages like ‘There’s still time to join!’ to keep potential customer in the loop

“Facebook ads don’t work” is something Mari hears a lot, and has plenty to say to counteract that argument; although it only works if you do it right. Fails can include an unclear message and confusing landing page, or an error on the user’s’ behalf.

So how can you make Facebook marketing WORK? Mari covered some great tips, the first being that it is crucial to be clear of what you are selling, plus some example objectives, including:

  • Launching a new product
  • Driving in-store sales
  • Driving traffic to your website
  • Increasing online sales
  • Building email lists
  • Raising brand awareness
  • Improving customer service

It takes so many touch points now to gain conversion and customers – and it is key to remember that when people are on Facebook, they are in social mode, not search mode. Adapt your approach and language accordingly to not interfere with user’s intentions! A further key point Mari mentioned on this topic was to target your own email database on Facebook to increase your touchpoints and therefore, conversion.

When putting an advert together, remember where you are driving the person to. An example brought to our attention was the Daily Burn, which Mari is a big fan of because it hit the right target audience, had a compelling CTA, a relevant image, it was timely and had an irresistible offer; these are key to a successful Facebook advert.

Other useful tips Mari brought to our attention include:

  • Be 100% socially devoted
  • Offer excellent customer service via social media
  • Be warm, personal and human
  • Use first names
  • Surprise and delight
  • Think outside the box

Essentially, you could have the best product in the world – but if no one knows about it, you aren’t going to sell. Sounds simple but Mari hit the nail on the head. By tying in all of these tips and by truly caring about the audience, you are sure to thrive – a nice ending to an entertaining and enthusiastic talk.

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