1. How to convert fans into leads
with Facebook
Paulina Podbiello
2. The importance of Social Network
• In the U.S., about 100 million unique visitors
use the social network every month.
• Many business owners are among them, using
Facebook profiles to promote their companies
and create customer communities.
• For some entrepreneurs, and business owners
social networks have also become a useful
advertising platform.
3. How to get new likes
• Status updates with strong calls to action
• Video marketing that adds a personal touch
• Facebook contests that get the lead
• Facebook advertising
6. Choosing your target
• Facebook lets you pick and choose which
groups you would like your ads to reach.
• Companies can target ads based on a user's
profile information, such as age, gender,
location, college, relationship status, and
interests.
• You can choose to target people who are fans
of your company's Facebook page or friends
of your fans.
8. Facebook Ad:
• Facebook ads are shown on the right-hand
side of a person’s profile and news feed. These
show as ads from particular companies.
• Facebook Ad is a very simple form of an ad
which can send the visitor to an external page
or your own Facebook page.
10. Sending a page visitor to your
Facebook page:
• You need to follow a different procedure to
create an ad to promote your Facebook page.
• You need to select your business page instead
of selecting the destination. The ad platform
will then give you three options:
11.
12. Facebook Timeline
When you’re promoting your Facebook business
page, you can select the “Landing View”, which
is the page that your page visitor will land on
after clicking on your ad.
Sending people to your Timeline where they can
see your company’s progress and like your page
easily would be best to garner more page likes.
14. Top Facebook Ads
✓Promoted Posts (News Feed, Fans and Friends
of Fans)
✓Page Post Ads (News Feed and right-column,
for Fans and non-Fans and are the most social
ad type)
✓Facebook Offers (News Feed, Fans and non-
Fans, go directly into personal email accounts)
15. Promoted posts:
• Promoting a post that’s already there on your
Facebook page brings you more visibility for a
great deal, event, image or announcement. It
sends users back to the offer on your
Facebook page and helps in increasing
engagement on the post.
17. Page Post Ads
• The page post ad is simply promoting a post your
page has already made on your wall.
• There are two types of ads Premium ads and
Marketplace ads.
• Premium ads are able to boost six different types
of Page posts: video, photo, link, question, event,
and text.
• Marketplace ads come in four varieties, including
Standard, Like and Event ads that are similar to
the premium versions.
18. Page Post Video Good Example
• Body copy: 90 characters, remainder truncated.
• Video thumbnail: 185 x 104 px
• (Premium)
• YouTube thumbnail: 104 x 104 px
• (Premium)
• Video thumbnail: 128x72 px
• (Marketplace
• YouTube thumbnail: 96x72 px
• (Marketplace)
19. Page Post Video Bad Example
• It is unclear what the viewer will watch when he/she
clicks on the thumbnail.
• Text is longer than 90 characters.
• Thumbnails are unclear,
unrecognizable, and/or are text heavy.
20. Page Post Photo Good Example
• Body copy: 90 characters,
remainder truncated
• (Clicking the truncation will
open up the full post)
• Photo: 168x128 px (Premium),
• 118x90 px (Marketplace)
21. Page Post Photo Bad Example
• Images are unclear, unrecognizable, and/or
have been stretched out
• The text in the body of the ad is
irrelevant to the image in the ad
22. Link Post Ads Good Example
• Body copy: 90 characters, remainder
truncated (Clicking the truncation
will open up the full post)
• Link image: 75x 75 px thumbnail
(Premium)
• Link image: 50 x 50 px thumbnail
(Marketplace)
23. Link Post Ads Bad Example
• Link is included in the URL of the
Post. (Note: ‘Backspace’ can be
used to delete the URL of the link,
and the link will still appear.)
24. Page post (Question) Good Example
Specs: Up to 3 answers plus
“See More” option, or 4 if there
are exactly 4 (Premium)
Up to 2 answers plus “See
More” option, or 3 if there
are exactly 3 (Marketplace)
25. Page Post (Question) Bad Example
• Question is not
unique to the
brand; it is generic
and can be asked
by several other
brands.
26. Page Post Event Good Example
• Body copy: 90 characters, remainder
truncated
Event created by Page and then
resulting post turned into ad; both
image and body copy pulled directly
from Event
• Event Image: 75x75 px (Premium),
• 50x50 px (Marketplace)
27. Page Post Event Bad Example
• There is no image, date, or time
marked in this event.
Text is longer than
90 characters.
29. Facebook Offers
Certain businesses, brands and organizations
can share discounts with their customers by
posting an offer on their Facebook Page
To claim an offer, all you need to do is click Get
Offer from the story anywhere you see it on
Facebook.
31. Testing
• Ad prices on Facebook are determined by
auction, as they are on Google AdWords.
• You can pay based on either the number of
times people see the ad or the number of
times people actually click on it.
33. More Testing
• Facebook keeps tabs on how many times your
ads are shown and the number of clicks they
receive.
• But it doesn't track what users do after they
click -- did they make purchases or just browse
and move on.
• Therefore, return on investment is not
immediately trackable.
34. Success Stories
HubSpot: Generating Sales Leads on Facebook
With Facebook Ads they generated more online
leads for their all-in-one marketing software, which
resulted in a 71% increase in sales from Facebook in
3 months.
Results from Facebook over 3 months
• 71% increase in overall sales
• 15% increase in return on investment
• 39% increase in traffic to their website
35. Success Stories
Awakening NY Generating Sales Leads on Facebook
With Facebook Ads they generated more online
leads for classes, which resulted in a 45%
increase in membership sales from Facebook in
3 months.
Results from Facebook over 3 months
• 45% increase in overall sales
• 5% increase in return on investment
• 30% increase in traffic to their website
