9 Step Facebook Process For Success and Maximum ROI
An overview of the foundation for creating a profitable Facebook marketing campaign.
Learn how Keith uses his proven 9 Step Funnel as a foundation for creating profitable Facebook marketing campaigns.
- 00:12 – What You Will Learn Today
- 00:35 – Step 1: Market Research Phase
- 02:52 – Step 2: Lead Magnet
- 04:46 – Step 3: Landing Page
- 05:35 – Landing Page Tool: LeadPages – http://www.dominatewebmedia.com/leadpages
- 06:17 – Step 4: Thank You Page
- 08:04 – Step 5: Facebook Post
- 09:11 – Step 6: Create Ad
- 09:48 – Step 7: Optimize Campaigns
- 11:09 – Step 8: Email Marketing
- 11:30 – Step 9: Retargeting
This is Keith Krantz. Welcome to the training on the foundation for creating a profitable Facebook campaign. I’m going to walk you through my nine-step process to create a successful Facebook marketing campaign.
Each one of these has its own individual video or training along with it, but what I’m going to do is walk you through each step very quickly so you get an overview of the nine-step process.
Step 1: Market Research
Step one is the market research phase, the competitor analysis phase or, as we like to call it, the spying phase. This is what you want to do before you set up your ads. Before you do anything else, you want to get in and learn as much as you can about your existing audience, your potential target audience, and your competitors. All those types of things.
There are lots of great tools, like Follow.net, which is a great competitor analysis tool. Then you have tools like the Facebook Search, Facebook Audience Insights, Google, Google Trends, sites like SimilarWeb, Compete.com, and Quantcast.com. All those are great tools, and you’re going to use those to learn everything you can about your audience and their affinities – people that like your page, people that like your competitor’s page, what other things do they like and what other types behavior do they do? Those types of things.
When we get into step six, which is all about creating your ad, we’re going to get deeper into the targeting and research targeting. There’s a little bit of a redundancy here in step one because we’ll do it again in step six.
Step 2: Lead Magnet
When people are taking a Facebook advertising course, what they want to do is learn all the Facebook tricks and hacks, but they don’t’ realize that the most important part is the actual funnel: the process, the lead magnet, the landing page, the thank you page. All this other stuff is important.
“Create Your Ad” is step six. We have things that are a lot more important than the actual Facebook ads themselves. You have to get this stuff right. I can’t tell you how many calls I’ve had with new clients where it takes us a while before we start running ads, because I look at their offer, their landing page, their thank you page, and I know almost immediately whether it’s going to be successful or not. Usually I can tell that we have to change something up.
That’s why this training is so important, all the stuff in here that you’re going to learn.
The lead magnet is basically your ethical bribe. It’s the reason somebody is going to click on an ad, and it’s the reason somebody may be going to give you their contact information, their e-mail address, or their credit card for a small purchase.
We like to use some kind of a lead magnet, or hook, to incentivize people to opt in. Then we use e-mail marketing and retargeting to nurture them along, and eventually bring them into our sales funnel to sell them the product or service.
We want to use Facebook for that initial first date. We want to gather that lead and then, once we have that person in your database, we can deliver more value and education, and let them get to know us before we go ahead and try to sell to them. You don’t want to walk up someone in a bar, introduce yourself, and ask them to marry you, do you? You need to get to know them, eventually go out on a date together, then lots of dates, then get engaged, and then become married. It’s a process. There’s nothing different with a Facebook marketing plan.
Facebook is social. You have to remember that. People are not on Facebook searching for an answer or solution like they are on Google.
Great lead magnets are things like:
- Cheat sheets
- Webinar registrations
- Free video series
- Free trials or demos of software
- Local and educational events, like a free detox seminar for a fitness company
- Coupon or discount, like a buy-one-get-one-free offer for a restaurant.
Discounts and coupons are great for local businesses or live events, and then you can keep them as a long-term lifetime customer.
Step 3: Landing Page
Your landing page is the page they land on after they click on your ad. The sole purpose of the landing page is basically to get them to take one action. In most cases it’s to give you their contact information, maybe their name and their e-mail or phone number. The goal is to get them to do that. Once you can get them to give you their contact information, now you can use e-mail marketing, and retargeting content to educate them more.
Or maybe on the next page after they opt in, you have a 10-20 minute video, or a webinar registration where you can educate them more on your product or service, and move them into the sale. The landing page is key.
LeadPages is one of my favorite tools in the world right now. It’s one of the biggest game changers in Facebook. Thanks to LeadPages, so many different businesses – both small and large – are way more successful because they can be nimble and agile. They can create fast landing pages that are proven to convert. They have so many different templates that are designed by marketers and designers all over the world, and only the best ones get inside LeadPages. It’s fast, easy, and you don’t need any graphic design or technical skills.
That’s basically what the landing page is for, and it’s very important.
Step 4: Thank You Page
The thank you page is the page the visitor lands on immediately after they opt in to your landing page for your lead magnet. If it’s a purchase, then the thank you page is their confirmation page after they make the purchase.
We also call the thank you page the money page, or step two, or the next step after the landing page. So step one is your landing page, step two is your thank you page, and you may have step three as an upsell or cross sale. There could be multiple steps after the landing page. The thank you page is the most common name for it.
This is a super important page. Like I said, it’s the money page. This is where you already have their contact information, they’ve already opted in, and now this is where you can deliver value and trust. This is also where you may have a 10, 15, 20-minute video to get them to take the next action, or to sell a product or service. The thank you page is really critical.
This is also where you’re going to put your conversion and remarketing codes, or Website Custom Audiences, which is basically Facebook’s version of remarketing. If you don’t know what that is, don’t worry, I have other training on that. Basically, in order to track conversions, you have to have the conversion pixel on the thank you page, not the landing page, because Facebook knows every click that lands on your landing page but the only ones that count as a conversion are the ones that land on the thank you page. That’s why we put our conversion pixels on that page. It’s really important for that.
We also want to have remarketing lists there so we have campaigns to target people who have already opted in but haven’t bought yet, and lots of different things like that.
Step 5: Facebook Post
The next step in this nine-step process is the actual Facebook post itself. Like I said, the most critical part is having this process in place, and having a good place for them to go to. Now is where we start with the Facebook side of things.
If you want to get in the News Feed, which is the best real estate on Facebook, you’re going to have to start that ad as a Facebook post. Then we amplify that with Facebook ads. You can create a post a few different ways, which I’ll go into in more depth in other videos, but you can either create your post right on your business Facebook page, then go into the Ad Manager to create an ad around that post, or you can actually create your post inside the Ad Manager itself. You’re a little bit limited inside the regular Ad Manager on text characters and stuff like that.
Or you can use the Power Editor to create a “dark post” or unpublished post, and that way you can run an ad to that post. In some cases, you can even make it so it doesn’t show up on your Facebook page itself, it only shows up in the News Feed for the audiences that you choose to put it in front of.
Step 6: Create Your Ad
Now what you’re going to do is either use the Ad Manager or the Power Editor to create an ad to amplify your post from Step 5.
You’re going to put that in front of your exact ideal target audience. You can place that right in their News Feed, or you can even have your post in the sidebar of the right column.
I have a lot of stuff in another video that is all about your target audience, baiting and budgeting, ad creating, and all of those types of things. I’m not going to cover that in this training.
Step 7: Optimize Your Campaign
Once you get your ads up and running, you have to get into Facebook’s reporting tool – it’s an awesome reporting tool – and start digging in deep to find out which placements are working best: News Feed or sidebar. Find out which things are working best when it comes to mobile or desktop. Are your ads performing better on mobile, do you have a funnel that works well for mobile? Are you getting cheaper clicks on mobile or on desktop? In some cases, we get cheaper click on mobile, but we might get less conversions on mobile because our landing and thank you pages aren’t optimized for mobile. Always be thinking about those things.
A lot of times you’ll get cheaper clicks on mobile but if you don’t have your funnel set up right, or you’re trying to sell something on the thank you page, then you might be better off sticking to desktop. But the cool thing is that you can get into your reporting and find out not only which ads are working best where, but I can also find out which audiences. I can find out which demographic data (ages, male/female, etc.) and narrow down the interest level, and then figure out what’s working, find little pockets that work best and take those pockets and start scaling out with those. That’s what we’d like to do.
Step 8: E-mail Marketing
The next step is to move e-mail marking to move people into taking action. As I said, Facebook is like the first date. It’s the first time you meet somebody. It’s the introduction. You need to use e-mail to build that relationship, that friendship, and eventually turn them into a customer or client.
Step 9: Retargeting
Steps eight and nine work simultaneously together. You can be using e-mail marketing at the same time as you’re retargeting your visitors.
What’s retargeting? Retargeting is when somebody lands on your website, landing page, or your blog, and then leave that site and go back to another site, such as Facebook or a news site. Then they see a banner ad or a Facebook ad about your business that brings them back into your sales process.
Have you ever been to Amazon – or any big e-commerce site – to buy a product, then you leave that site and see an ad for that product and wonder what the heck is that? That’s called retargeting or remarketing, and we can do that with Facebook. It’s one of the biggest impact things you can do to get conversions.
You’re going to be using e-mail marketing and retargeting to bring people back, to bring people that opted in but maybe didn’t buy yet, or to bring people that have been to your blog back to your landing page. All these types of things.
We want to use Facebook to find our exact target audience, and then we have to use remarketing, content, and e-mail marketing to build that trust. To build that trust, you have to have this stuff in place, or you’ll never get Facebook to work for you. You have to understand this, and once you do, it’s a good time. Once you do, you can now turn that into money.
Once you understand this process and put this in place, then all of this turns into a lot of money and profits for your business. This might look a little overwhelming at first, but I have training modules on each one where you can go deep into each step.
The thing is, with technology these days – with things like lead pages, conversion tracking, and how easy it is to create videos – you can put this process together so much faster and with a smaller team than you ever thought possible. It’s really powerful. I’m really excited.
So put this in place, and start profiting from Facebook. Talk to you soon.