Facebook Marketing Textbook

Module 1: Defining Your Goals

Featuring Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

Setting Your Goals

If you don’t have a goal, then all roads look as good as any other.

• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

Have you been frustrated before?

Possible Reasons:

Unify Your Social Presence!

Social media only works when people can see what you have to say – Put your message everywhere!

Build an editorial calendar

Download this guide here.

Steps for achieving Facebook marketing success

Diagnosing your situation

Identify the core issues you face

Setting yourself up for success

Define your execution strategy

Test and Iterate

Test each lever individually with smaller budgets

Increase spend to scale what works

Incrementally increase your budget while meeting target metrics

Use MAA as well to refine your goals

The Majority Of Impressions Are Organic

What could decrease your organic impressions?

Post Length / Questions Affects Organic Impressions

Changes in content type are hurting overall coverage

Photos drive engagement

Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank.

Facebook Engagement Drives Google Traffic

Social Analytics Is About Context

Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.

Facebook ads: The voice of your brand

Facebook Ad Formats

Define Your Audiences by Value and Size

Social media success is about pinpoint precision targets

Microtargeting

How much you should spend depends on your goals.

Laser target ads down to specific interest targets

Facebook rewards high relevancy by discounting the price you pay for traffic.

Interest and Group Targeting

Always be targeted, else you risk not seeming both relevant and personal.

Use Google and Facebook remarketing to capture users who visited your site but didn’t convert

Remarketing bridges the gap from visitor to customer

A person is browsing the web for Fuse products.

That person goes to Facebook.

... and now they see ads for Fuse throughout Facebook.

How Facebook Remarketing Works

Remember!(Write these down, and check them off)

• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

Select your Goals

Determine an appropriate test budget

20-30% of total marketing should do the trick

Make sure you have your marketing calendar

Since social amplifies everything else

Ensure Google Analytics (or whatever tool you use) is tied to your ads account

On both Google and Facebook

We’ll cover setting up Custom Audiences in later modules…

How big is your email list? Grow it!

Module 1 Homework

Select your goals

Determine your test budget

Set up an editorial / marketing calendar

Tie Google Analytics (or analytics tool of choice) to ads account

Compile and grow your email list

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Thank You!for being a part of the

Facebook Marketing Textbook!The guide we send out at the end of each

live, recorded session will help you follow along later with implementing these techniques in your business.

Featuring Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug