Kartik Sharma, Digital Marketer, @xsharmak

Unlocking the power of social media marketing

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12+ years in Digital Marketing

B2B – revenue and lead generation

SaaS, Insurance, Telco, IT hardware

Digital marketing lead – HP Australia

Really likes marketing technology

About today’s speaker

Kartik Sharma

@xsharmak

Have you used paid social media advertising?

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Social Media usage keeps growing every month

Source: Sensis

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We have a gap in representation of SMB on Social

Source: Sensis

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Facebook and Instagram by far the top platforms where people consume content

Source: Sensis

Facebook for Social Media Marketing

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Why Facebook?

Introduction to a social sales funnel

A simple formula to run your ads

Who to target and personas

How to target – FB audiences

Ad sequencing and storytelling

Anatomy of a great ad

Measuring for effectiveness

Conclusion

Contents

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1. Trust you and engage with you – because you’re just a stranger

2. Find relevance in your ad so they might want to engage – this is like meeting with someone new and finding common things to talk about at a BBQ

3. Has clicked and engaged with your previous campaign – lets try to continue this chat and convert to sales.

A social sales funnelYour task is to convince as many people who see your ads to trust you to take the immediate next step. That is all. Easier said than done but not super-complicated either.

Aware

Engage

Convert

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A simple formula to run your ads Your task is to convince as many people who see your ads to trust you to take the immediate next step. That is it.

Reach

Targeted to a core audience

Lets say 200,000

Give them a 10-20 SECOND

intro to your business

Create awareness

Consider

Target to engaged

audiences from before who

have watched your video

75%

Lets say 2000

Give them a

value-proposition

Offer

Target to engaged audiences

who watched 95% or

completed video in ad 2

Lets say 200

Give them an Offer

Ad 1 Ad 2 Ad 3

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Who is it that you want to target? In marketing we like to group people together. We do this in order to find common traits that bind their actions and decision making together.

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Personas – what are they good for, really? Starts with knowing who you want to speak with and then working out how you fit in their world.

Source

http://www.makemypersona.com/

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How to target?

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Facebook audiences – Core audience

Basically anyone you’d like to reach depending on their characteristics.

Here’s

the full

list

• Demographics: Reach people based on demographics

like age, gender, education and more

• Location: Reach people in cities, countries, and

communities where you want to do business

• Interests: Reach people based on their interests,

hobbies, and Pages they like on Facebook

• Behavior: Reach people based on their purchase

behaviors, device usage, and other activities

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Facebook audiences – Custom audience

This is your first party data – data you own and is shared with FB

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Facebook audiences – Lookalike audiences

Lookalike audiences match your source data with people who lookalike them. Using your customer list email addresses is a good idea. Also your best paying customers.

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So that’s all great but where do I start?

Ideally I would always begin a test of all 3.

But if you only wanted to do 1 then Lookalike audiences based on your own data / email list is the best place to start.

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Storytelling and ad sequencing – Walk people down the funnel Once you’ve selected the right audience, think of how they shop or make that decision. What would you yourself do if you were them?

Ad 1 Ad 2 Ad 3

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Storytelling and ad sequencing – Walk people down the funnel Refinery 29 and FB Sustained v sequenced CTA.

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Ad-creation – Anatomy of a good adIrrespective of the format you choose, keep these in mind:

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Measuring for goals and effectiveness

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Final tips and parting thoughts

ks@kartik-sharma.com

Questions?

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