On the last day of Social Media Marketing World, Facebook continues to be one of the most popular trending topics of discussion. With plummeting organic reach, continuous algorithm changes and the necessary realization that you have to “pay to play,” Facebook is on everyone’s brain. A common theme amongst speakers at the conference in response to Facebook backlash: Don’t build on rented land. With that, Amy Porterfield, Social Media Marketing World Speaker, strategist and co-author of the book, Facebook Marketing All-In-One for Dummies, says we all need to have a major mindset shift.

“People don’t like Facebook right now. Facebook isn’t free anymore and it changes all the time,” says Porterfield. “Gone are the days when you could post on your page without a strategy. But we need a mindset shift. If you start to look at Facebook differently, you’ll make big strides. I challenge you to have a mindset shift that Facebook is now an investment, and if you’re open to Facebook ads in a new way, you’ll get excited about what you can do.”

Porterfield then walked the audience members through her personal Facebook ad strategy that she says generates at least $1,000 per every $200 Facebook ad spend.

Gain Engagement

“Here’s how Facebook algorithm actually works,” says Porterfield. “If you’re not in the news feed, people aren’t seeing your posts.” Porterfield suggests posting to Facebook 2-5 times a day, however you can post more or less depending on whether your audience is engaging with them. “It’s not how often you’re posting, it’s what people are doing with your posts.”

Only about 1-2 percent of Facebook page fans see your posts and only a few of them may actually engage. Porterfield says she understands why people are so frustrated. “This isn’t going to go away,” she says. “So we need to be smarter.”

How does Facebook determine engagement? Likes, comments, shares and clicks.

The more engagement you get on your posts, the more likely they’ll appear in the newsfeed. Porterfield emphasized that in order to gain engagement, we need to post more “native posts,” that are non-intrusive and show our fans we’re “one of them.” Posts that are “all about you” won’t garner many clicks, Porterfield states. “Know your audience’s trigger points, let them behind the scenes,” Porterfield says. “In the next 24 hours, check out your last 10 Facebook posts. Do they interrupt or join in?”

Have a Strategy
Here’s Porterfield’s strategy for a creating a successful Facebook ad + email:

A) Create an irresistible giveaway or offer. The giveaway should be whatever your audience will love and will work for your business, states Porterfield. In her example, she used a 60-minute live webinar.
B) Create an opt-in/lead page. Like Melanie Duncan, Porterfield is a huge proponent of using LeadPages to create compelling opt-in pages.
C) Set up a targeted unpublished news feed Facebook ad for that giveaway.
D) Deliver the goods aka the offer. Porterfield suggests teaching a lot for free and selling a little. She gives a live 60-minute webinar for free, and then plugs a $97 item at the end of her webinar. “I definitely sell because I’ve earned it,” says Porterfield, “But you also have to give your audience what they want.”
E) Follow up with a series of emails. “Deliver the giveaway and use email marketing to seal the deal,” says Porterfield.

Use Facebook Graph Search
“It’s important for one main reason,” says Porterfield. “To find out where your audience is spending time on Facebook.” Porterfield suggests using the Facebook Graph search function to find the pages that your audience members like and engage with. How? Simply type in the search box, “Pages liked by [your business name or competitor here] fans” – or – “Pages liked by people who like [your biz name here or competitor business name here] – or- “Favorite interests of people who like…” This will give you similar pages, competitors and interests of your fans or people you’d like to target that you’ll want to jot down. You’ll then use this valuable information later when creating a Facebook ad.

“This is so powerful because this is where you’re going to target your ads,” says Porterfield. “Don’t skip this step.”

Create Facebook Ads
Porterfield highly suggests creating unpublished news feed ads (which you can do in the Power Editor dashboard) because everything is clickable, customizable, there aren’t light boxes, the image is large enough to grab attention, and you can change the call to actions. Your unpublished news feed ad should advertise your giveaway, then link to an opt-in form and/or lead page, which will grow and build your email list in the process.

Porterfield’s Pro tips:

  • For the crispest imagery in your newsfeed ad, use the following dimensions and file for saving your ad: 1200×627 PNG
  • When choosing placement options for your ad, only place it in the news feed.
  • Under “Interests,” you want to type in all of those pages and interests you looked up while conducting a graph search (see above). Your ad will then target fans that like similar pages to your own or your competitors’ pages.
  • Target your ad to 175K to 1 million people. “If you’re a local business,” says Porterfield, “It’s [wide-spread reach] not going to happen, so don’t worry about it.”

These are Porterfield’s guidelines for what to expect to spend on a $97 Facebook ad:

1) From fan to lead: $1-$5
2) From non-fan to lead: $3-$8 – “It’s cheaper to advertise to your own fan base,” Porterfield says.
3) From lead to customer: $10-$30. Example: $200 on ads = 10 sales = $20/customer
4) Daily spend: $50 ($10 a day is an option)

Follow up with Email
Porterfield strongly suggests, “sealing the deal” with email. After you’ve created your Facebook ad, gained sign-ups/opt-ins and delivered your giveaway, don’t stop there! Follow up with emails thanking attendees or sign-ups, and other emails. Porterfield says after a webinar, she emails attendees or sign ups up to 5 times after the webinar has happened (but no more than once a week). She sends two emails with a replay of the webinar, a “last chance” email to view the webinar before she takes it off of her website, and another if the recipient hasn’t responded or purchased.

Should you only send emails about promotions or offers? “The more you give your audience something that’s not around an offer, but they find valuable, they more they’ll trust you. Get that value out there,” Porterfield says. If you’re only sending promotional offers, your efforts may be wasted. “When they’re not interested buying, they’ll never look at your emails.”

Have you tried any of these tactics? Let us know in the comments!

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