INBOUND 2015

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FACEBOOK MARKETING
SUCCESS
Proven Ways To Generate More
Traffic, Leads and Profits
Mari Smith
CEO, Mari Smith International, Inc.
@marismith

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1. Three Critical Facebook Trends
2. Top Facebook Marketing Mistakes Businesses Are Making
3. Clear Objectives: What Are You Selling?
4. Content Strategy: Facebook Power Tips
5. Mari’s Four-Phase Social Media Profit System
6. Amplification  Lead Generation Strategy
AGENDA

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Seeing your content
Not seeing your content
6%
The problem with
Facebook organic
reach…
…explained in a
single graphic

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6%
• More content, more friends,
more pages
• 1,500-15,000 potential stories
• 100,000+ algorithm weights
• 300 stories selected
• Content is affected by user
interaction (or lack thereof!)

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1 THREE CRITICAL
FACEBOOK TRENDS

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TREND #1
Facebook is disrupting
television and video

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(general blank slide)
Can Facebook overtake YouTube? Yes!

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Mobile video
• Mobile video traffic to
grow 55% each year until
2020
• 600M LTE subscriptions;
3.7Bn by 2020

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Media channel
Facebook is 10 times
larger than the biggest TV
channel on the planet

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TREND #2
Huge emphasis on
Messenger for Business

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Response time
• Respond to 90% of
messages
• Maintain median
response time of 5
minutes

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TREND #3
Brand story telling

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The Herbivorous Butcher
• Kale & Aubrey – brother
and sister
• Quirky, fun, personal

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People-centric
“To make the world more
open and connected.”

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2 TOP FACEBOOK MARKETING
MISTAKES BUSINESSES
ARE MAKING

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• People complain – tried and failed
• So many businesses trained to ‘just try it’
• BUT…
• User error!
• Unclear message?
• Confusing landing page?
• Wrong target, or too wide?
• KEY = education!
Facebook ads don’t work? 

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1. Not RESPONDING to fan posts and comments.
2. Your posts are overly PROMOTIONAL.
3. Using only the BOOST button.
4. Promoting posts without a measurable ROI.
5. Targeting the wrong AUDIENCE.
6. Not having a BUDGET for ads.
7. Placing ads without one of the six TRACKING pixels.
Facebook Mistakes

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3 CLEAR OBJECTIVES:
WHAT ARE YOU SELLING?

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• PRODUCT
• LEADERSHIP
• MARGIN
• SALES and MARKETING?
Which is most important?

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“NOTHING happens until
somebody sells
something.”
~Darren Hardy

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 Drive traffic to your website
 Increase online sales
 Launch a new product
 Build your email list
 Build brand awareness
 Improve customer service
 Drive in-store sales
 Get more check-ins
Example objectives

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4 CONTENT STRATEGY:
FACEBOOK POWER TIPS

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Create content that STANDS OUT…
…but is still CONTEXTUAL

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Inform Entertain CTA
3 content ‘buckets’

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1. “SHAREABILITY:” Craft content with your audience’s audience in mind.
2. PROMPT response wins. Every time.
3. Personalize your posts. Write as I/We when appropriate.
4. Address commenters by first name.
5. Moderators should sign off with his/her first name.
6. Be friendly and upbeat, but don’t try “too hard.”
7. Humor often works with all audiences, if done tastefully.
8. Monitor other Facebook Pages to see what catches your eye.
Content & engagement tips

28. Grow Your Business with
Special Promo Pages!
22Mari.com
Facebook Approved Technology

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5 MARI’S FOUR-PHASE
SOCIAL MEDIA PROFIT SYSTEM

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4-Phase Profit System
PLAN 1 year in advance  quarters
Add value + build community + test, track & measure
CORE Phase
• Fundamentals
• Everyday posts
• Quality content
• Engagement
• Community
• Listen
• Identify
superfans
BUILD-UP Phase
• Anticipation
• Empower
affiliates
• Count-down
• Contest
• Big reveal!
PROMOTIONPhase
• Free (webinar)
• Replay
• Encore
• Paid promotion
• Cart opens
• Early bird
• Sale cut offs
FOLLOW-UP Phase
• Still time to join!
• Last minute
specials
• Testimonials
• Case studies
BusinessPage+PersonalProfile

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6 AMPLIFICATION  LEAD
GENERATION STRATEGY

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Value + engage
Pay to amplify the reach
of your BLOG POST
content containing
helpful tutorials,
resources, tools, etc.

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Retarget!
• Create ‘dark posts’ with
offers
• Target your Website
Custom Audience
• Target Lookalike
Audiences

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1. Post more native VIDEO (use Facebook Live!)
2. Experiment with posting outside business HOURS
3. Mix up frequency—try posting LESS often!
4. Mix up post TYPES
5. Test post LENGTH
6. Include @ TAGS of other Pages
7. REPOST popular posts
8. Pre-select target AUDIENCE (post-gate)
9. Drive traffic from other sources
10. EMBED posts and videos on your blog
Organic reach tips

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Facebook Live
• Game changer
• Verified Pages
• Public Figures
• Mentions app
• Instant native video
• Highest organic reach

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Example
• Focused
• Breaking news
• Relevant
• Highly shareable

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Secret to Facebook success?
Be a MEMBER first, marketer second

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• How to create CONTENT?
• How to keep up?
• Where to FOCUS?
• How to “do it all”?
• How to COMPETE?
• Organic vs. PAID?
• How to measure ROI?
Biggest business challenges:

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marismith.com/inbound

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Cheers! 