DELIVER - Equinet Academy
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DELIVER
Monetize and convert through lead magnets, social promotions, and advertisements What you need to do • Create social promotions • Develop landing pages • Amplify through Facebook advertising TOOLS: Wishpond and Leadpages.net, Facebook Ads Manager, Facebook Insights
Three-in-One Package
Creating Effective Facebook Advertisements
Anatomy of Facebook Ads
#1 Facebook Advertising Objectives
#2 Target Audience Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html
#2 TA - Location Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Demographics Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Interests Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Behaviours Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
#2 TA - Connections Source:https://facebook.exceedlms.com/uploads/resource_courses/targets/333284/original/build/index.html#/id/co-03
Brilliant Targeting by Lewis
• Only 39 year olds can see this ad!
http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/#3 Content & Offer
Facebook ads need to feel
natural and organic, even
though they are interruptive in
nature.Craft for Your Customer Avatars
• Identify your
target audiences
• Include them in
your copy
• Highlight precise
instructions (step-
by-step)
https://www.facebook.com/hootsuiteapacCreate Your Hook/ Offer
Hook Example
Have If the customer takes this offer, what will they HAVE that they didn’t
before?
Feel How will the customer FEEL once they take your offer? Smarter?
Pain-free? More confident? Happier?
Average Day How will your offer improve their AVERAGE DAY? Eg savings of time,
energy or money
Status How does the customer’s STATUS change once they’ve consumed
your offer? Eg more well-regarded
Social Proof/ Use reports or case studies to demonstrate PROOF or RESULTS. Eg
Results “Join the thousands of people who have already benefited!”
Speed & With SPEED, you speak to the QUICKNESS of the offer — how will
Automation this thing speed up a part of their life or AUTOMATE a task? For
example, this razor will save 10 minutes of your day.Create Your Hook/ Offer
Ask Questions
Tell Stories with Visuals
One Call-To-Action (CTA)
Highlight Benefits Upfront B2C Example B2B Example
Play Off Emotions
Check for 20% Text Rule
http://www.social-contests.com/check-image/Maintain Good Ad Scent
Walkthrough of Facebook Ads
ManagerCreate Your Mockup Ad!
https://adparlor.com/ad-mockups/Create your
Facebook Ad!
1. Choose an image
2. Design with a
suitable overlay on
Canva
3. Use Ad Parlor to
create mockup ad
4. Show us!
30 minsDebrief
• What have you learned
about Facebook ads?
• What does it show you?
• How can you apply this in
your organisation?
5 minsSocial Media Promotion Mechanics
Why Promotions? • Increase awareness and engagement • Generate leads through a LEAD MAGNET • Increase participation • Drive conversion and purchase • Encourage social sharing and WOM
Exercise
• Develop a Social Media Promotion
Promotion Mechanics Selected Channels
Lead Magnet? Type of Prizes
30 minsGiveaways and Freebies [B2B and B2C] FREE is the strongest word in a copywriter’s bag of tools. Giving away doesn’t cheapen value. When capacity and cost is not an issue.
Giveaways and Freebies [B2B and B2C]
Tools and Templates (B2B and B2C)
Limited Time Period Trials [B2B]
Freemium Model [B2B and B2C]
Special Offers, Promo Codes and
Coupons [B2C and B2B]
Source of promotion:
https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theaterFestive Specials
Why Contests Work
Gamification Talent Get User Trigger social
Spotting Generated sharing
(esp Content
influencers) (UGC)
Increase Brand Awareness and
Affinity#1 Lucky Draws Source of promotion: Pentel Singapore
#2 Voting or Polling Contest Source of promotion: https://www.facebook.com/ZoukOutOfficial/posts/ 1019082544852261
#3 Refer-a-friend
+ Comment
Promotions
Source of promotion:
https://www.facebook.com/sethluimarketing/posts/142230
47877863675 Rules for Photo Contests 1. Thematic relevance 2. Simple rules 3. Campaign #hashtag 4. Include votes/likes 5. Humans + product
3-in-1 Contests
“Glad I’m
outside the
Colosseum and
not inside
fighting to the
death!”
Photo Caption Vote
Participants
Another group of
submit photo Vote for winning
participants create
with hashtags (eg photo & caption
caption on photos
#ILoveRome)#6 Spot the Difference Source of promotion: https://www.facebook.com/883jiafm/photos/a.432471649135.223822.315868674135/10154477945479136/?type=3&theater
#7 Story Writing Contest Customer “Slice-of-life” Pair with photos product stories Attractive prizes experiences Limit words
#8 Video Contest
• Call out target
audiences
• Attractive
incentives for
students
• In sync with the
brand DNA
Source of promotion: www.facebook.com/natgeo/#9 Crowdsourced Ideas/ Tips Contests
Source of promotion:
https://www.instagram.com/p/BJrFNxajzVj/#10 Exclusive Events Invites
Campaign Channels, Logistics and Legalities
Social Channels Used
• Consumer
behaviours
• Image/video?
• Mobile
friendliness
• Space
• Hashtag virality
• Audience
receptivityApp or Software?
DIY on Social Platform (eg Use of Promotion App/
Facebook) Landing Page
Ease for Users Simple More Effort
Cost Cheap and easy Fees for use
Effort Needed Minimal Fuss More Effort
Tracking winners Difficult Easy
Displaying Rules Limited More Space
Member Difficult (“Like” Gating banned) Easier using platform
Acquisition
Virality Easier to Share Limited Social SharingTypes of Apps
• Mail Chimp
(www.mailchimp.com)
• Binkd
(https://www.binkd.com/),
• Shortstack
(http://www.shortstack.com/)
• Heyo (http://heyo.com/)
• Wishpond
(https://www.wishpond.com/)
• Lead Pages
(https://www.leadpages.net/)
• Instapage
(https://instapage.com/Prizes
Target
Audience
Fit with
Affordability product/
service
Prize
presentation
Winning
Seasonal
criteria
Number of
winnersLegal Considerations • Singapore Consumer Act • Facebook’s guidelines: https://www.facebook.co m/page_guidelines.php#p romotionsguidelines • Instagram: https://help.instagram.co m/179379842258600
Lead Nurturing and Landing Pages
Lead Nurturing Cycle
Source: http://www.forentrepreneurs.com/buying-cycle-and-triggers/Parts of a Landing Page
Lead
Capture
Form
Call To Action
(CTA)Define Your Unique Selling Proposition (USP) Write your headlines to focus on your USP
Showcase Target Audience
http://www.emoderation.com/facebook-globalpages/Action-Oriented Text
Use Words that Your Audience
will resonate with. Eg
• Try Now
• Download Your eBook
• Book Your Place
• Sign Up For Free
189 words and phrases here:
https://blog.bufferapp.com/wor
ds-and-phrases-that-convert-
ultimate-listShowcase Product
http://www.loganalexanderjohnson.com/myportfolio/mass-flex-landing-page/Create Sense of Urgency
https://blog.indiemark.com/tag/sense-of-urgency/Choose Right CTA Buttons
http://conversionxl.com/which-color-converts-the-best/Customer Benefits
http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricksSocial Proof
https://blogs.constantcontact.com/design-a-landing-page/“Click Triggers”
• Testimonials
• Awards
• Endorsements
• Guarantees/
WarrantiesBullets + Boxes Be Brief
Test Different Versions
Source: http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/Limit To Just One Action
Exercise • Create Landing Page for a B2B Business. Include a lead magnet. HERO IMAGES (Please insert) HEADLINE Sub headline (if needed) Body Copy (maximum 3 short paragraphs, include customer benefits) CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency) Insert “Click Triggers” (eg testimonials, research data, awards, endorsements) Insert Call To Action (CTA) Button 30 mins
Debrief
• What have you learned
about social media
promotions?
• What is the difference
between B2C and B2B?
• How can you apply this in
your organisation?
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