How to Gain Facebook Fans for Free AETA Edge Session Amanda - PowerPoint PPT Presentation

How to Gain Facebook Fans for Free � AETA Edge Session Amanda MacDonald, Founder 
 Full Gallop Communica5ons AETA 2018 Marke.ng Session

The Main Purpose of Facebook (or any social channel) WWW.horsestuff.com is to create online communities and places to have conversation. 
 NOT to replace your website. AETA 2018 Marke.ng Session

Facebook is s5ll the most ac5vely used social media channel • 2 BILLION monthly ac2ve users • Allows you to find your target audience • Is a listening tool for issues or to share feedback with your team • Allows you to be highly responsive to complaints or issues AETA 2018 Marke.ng Session

Build Your Brand by Being Consistent with Everything You Say (and how you say it) • With everything in your marke.ng (and horses!), consistency is key. • Stay within your brand voice (professional, helpful, knowledgable, or informa.ve) • Use similar images if possible. Keep the look and feel the same. AETA 2018 Marke.ng Session

Good stories give people a reason to return to visit Use new stories and updates to bring people to your site from Facebook. Links to longer content and stories give people a reason to visit your website. AETA 2018 Marke.ng Session

Extra Tips • Use images! Images will get your posts no5ced faster than non-image posts • Use Canva or other image creators to make images with text (keep the font the same) AETA 2018 Marke.ng Session

Frequency is important. 
 How oQen should you post? For Businesses, 1-2x per week is recommended More than that, it’s difficult to create good material that warrants attention. Less than that, people drop off your feed over time. Alternate informa5on - Post fun/humorous/helpful things 5x, then post an ask - visit our site, share our informa5on AETA 2018 Marke.ng Session

Recycling Content - Do’s Do - Look at all your available channels and create a schedule so that you can space out your content reposts Do - Repost informa5on that was popular or create an offshoot topic to con5nue the conversa5on Do - Share informa5on while it is 5mely (old news, is well, old and boring and nobody cares) AETA 2018 Marke.ng Session

5 Don’ts - Regarding Click Bait In the last weeks of 2017, Facebook announced that certain tac5cs will be blacklisted for pages ar5ficially trying to boost posts: • Vote Bai)ng (Click sad face for hot dog, happy face for cheeseburger) • Share Bai)ng (Sharing this post will automa5cally enter you into a giveaway…) • Tag Bai)ng (Tag a friend…) • React Bai)ng (Click Like if this dog looks sad…) • Comment Bai)ng (Comment with… a specific phrase) AETA 2018 Marke.ng Session

Build Communi5es with 
 FB Groups • Star.ng your own Group aimed at your target audience allows you to create discussion around YOUR topics • Alert for special events, awards, news • Post special video content, learning sessions, live sessions AETA 2018 Marke.ng Session

Se`ng up Your Own Group Under on White Arrow on far right Select “Create Group” and enter the new name

Who’s your influencer, baby? • Top people in the industry • People with a large amount of blog/social followers � • Up and coming junior riders with a following and good online (professional) presence • Your fans! AETA 2018 Marke.ng Session

Where Your Brand Influencers Hang Out Facebook is the favorite plaWorm of nearly 1/3 of influencers in the US, followed by Instagram AETA 2018 Marke.ng Session

Being influen5al • Have your influencers tell video story about your products, how they have helped them • Have your influencers share an experience on Facebook Live (news and updates from horse shows, events or sales) • Promote a contest (enter to win) Contests help raise brand awareness AETA 2018 Marke.ng Session

Q&A � The next session will begin in 15 minutes on How to Build Your Facebook Ad AETA 2018 Marke.ng Session

Download any of these AETA Edge 
 marke.ng presenta.ons at aeta.us � or contact: www.fullgallopcomm.com AETA 2018 Marke.ng Session

How to Create Your Facebook Ad � AETA Edge Session Amanda MacDonald, Founder 
 Full Gallop Communications AETA 2018 Marke.ng Session

Instagram and Facebook � These are managed in the same Admin area, so you may decide to run the same ad in both areas if you have exis.ng pages. � For the purpose of this short talk, we are just going to focus on Facebook today. AETA 2018 Marke.ng Session

1/12/2018 - Media announcement that Facebook is making algorithm changes to show fewer 
 unpaid business posts. � Along with the increase in costs of ads, why should you s5ll pursue this channel of adver5sing? � It’s s&ll the largest social media pla3orm with the highest amount of daily users. � Keep control over who sees your informa.on and when by always using a separate business website. FB is not a website host. It’s business goals are NOT YOURS. AETA 2018 Marke.ng Session

With all of these new changes, it’s more important than ever to make your FB ads count. � Determine what you want to happen as a result. (Your strategy) � � � � Have readers click to a landing page and download product informa5on by filling out a form (lead gen) � Install a plug-in for live Chat and answer ques5ons directly for people before they purchase. (lead gen) � Create a special offer just for FB users and give them the new price when they purchase (sale) AETA 2018 Marke.ng Session

Seeng a Daily Ad Budget - Prepare to Spend More in 2018 Rule of Thumb Data for FB Ads FB ads cost between .20 - .80 per click, per ad* 
 You can run an ad for as ligle as $10-$20 
 Your ad costs depends on mul5ple factors A great breakdown of 5mes/days and budget factors: 
 hgps:/ /aggregateblog.com/facebook-ads-cost-and-bidding/ *AdEspresso 2016 research AETA 2018 Marke.ng Session

Facebook offers incredible ad targe.ng Read more on how to set this up and how it affects your reach: � hgps:/ /www.facebook.com/business/products/ads/ad-targe.ng AETA 2018 Marke.ng Session

Awareness – meant to trigger interest in your business and what you offer. Considera)on – meant to get people to seriously consider buying something from you. Conversion – meant to get people who are interested in you to buy something. AETA 2018 Marke.ng Session

Now that you have a strategy and a defined audience, 
 let’s start crea5ng an ad… Start here AETA 2018 Marke.ng Session

The 20% Text Rule Why? People no.ce images first, then words � If Facebook will scale back the reach of your ad if it feels that it has too much text AETA 2018 Marke.ng Session

Figuring out what to say in your ad Product Scenario: � Unicorn Snacks - Makes healthy, delicious treats for horse owners 
 and ligle girls with small ponies in USA. Sold online only. � (Defined audience group and what we need to do >>> � Point them to the website to buy. AETA 2018 Marke.ng Session

Choose your ad format first Single Image (we’ll look at this sample in a minute) - great for most objec.ves � Single Video - great for most objec.ves - 240 minutes! � Carousel - use a combina.on of images and videos - upload between 2-10 - great for product catalog type ads with different types of products � Collec.on - longer format - perfect for product lines (clothing) - good for driving traffic and store visits � Canvas - full view ads - for experienced FB ad users � Slideshow - videos and images, good for .ght budgets for conversions � SPECS: hgps:/ /www.facebook.com/business/ads-guide/video/facebook- feed/video-views AETA 2018 Marke.ng Session

More words about image sizes … Understanding Facebook ad image size means you avoid images that appear distorted because they’re stretched, pixelated or blurry. � Depending on the marke.ng objec.ve for your ad, the image size and placement you use will either help your ad stand out or blend in with everything else your audience sees. � The right size and placement help your ad target the right audience — across mul.ple plaWorms. AETA 2018 Marke.ng Session

Maximum Single Image Informa.on Image ra.o: 1.91:1 Ad headline: 25 characters Descrip.on text: 125 characters Link descrip.on: 30 characters AETA 2018 Marke.ng Session

Crau your message and then test text by clicking on the first bugon. Adjust if needed. � Test your different feed views by toggling from desktop to mobile and a few other op.ons AETA 2018 Marke.ng Session

A word about image sizes (yes, it magers) Ideally, use a horizontal image of 1,200 x 628 pixels to avoid these issues. AETA 2018 Marke.ng Session

CREATE YOUR AD SET AND SELECT AUDIENCE AETA 2018 Marke.ng Session

Scroll down to select where the ad will run… AETA 2018 Marke.ng Session

And then create your budget just below AETA 2018 Marke.ng Session

A quick word about frequency � A high frequency rate can double your cost-per click � Facebook defini.on of high frequency - the ad has been seen for more than 3x by the same person A test showed that: Auer people saw the same ad 2x - the CTR (click through rate) dropped 8.9%. � Auer viewers saw it 5x, the CTR went UP 98% � AETA 2018 Marke.ng Session