With a focus on Facebook and Facebook advertising, this presentation was given July 2016 at the Martial Arts Supershow in Vegas. About social media marketing best practices.

1. HIT HARDER WITH SOCIAL
MEDIA: 10 TIPS FOR
MARKETING SUCCESS
Presented by
ALIZA SHERMAN
Web pioneer, author of 11 books including Social Media
Engagement for Dummies, digital marketing authority.

2. SOCIAL MEDIA IS A BEAST

3. SOCIAL MEDIA IS GOOD FOR:
Communica*ons
Brand Awareness
Customer Service
Building Rela*onships
Lead Genera*on
Sales

4. BE STRATEGIC
What are your goals?
Who is your audience?
Where are they online?
How will you reach them?
Why should they follow you?
What do you want them to do?
What do you have to offer?

5. SO WHAT ARE
10 WAYS
TO HIT HARDER
WITH SOCIAL MEDIA?

6. 1
How well are you using
social media?
Are your accounts set up
properly and fully?
Are you posting regularly?
Are you getting response?
Anyone taking action?
ASSESS

7. 2
Look for ways to optimize
your social media accounts.
Take advantage of every
feature they offer for free.
Make sure your brand is
consistent across accounts.
IMPROVE

8. FACEBOOK HEAD TO TOE
Profile Image Cover Image Call to Action
180x180 pixels New: 828x315 pixels

9. Tabs About Apps
Associated Pages

10. 3
Craft and publish mostly
visual posts. You can mix in
a few text-only posts but
measure the response rates
to both types of posts. On
Facebook: Use more Photo
posts than Link posts.
GET VISUAL

11. Link Post Photo Post

12. Canva.com
FreeImages.com
HaikuDeck.com
Buffer.com/pablo
PicMonkey.com
EASY TO MAKE VISUALS

13. Take the road less traveled.

14. 4
Online video is HUGE and
growing. Think QUICK and
MOBILE. Go LIVE.
Upload to :
Link to:
USE VIDEO

15. Vine, Instagram, YouTube
Boomerang, Hyperlapse
Flipagram
Adobe Voice (iOS)
Periscope, Meerkat
Facebook Live
iMovie or Kinemaster
EASY TO MAKE VIDEO

16. 5
Popular and growing.
Photos and 60-sec video.
Owned by Facebook.
Advertise via Facebook.
Leverage visuals elsewhere.
Psst: Don’t autopost!
INSTAGRAM

17. 6
Develop a Social Media
Calendar to prepare
messaging weeks and
months out. Build strategic
messaging around specific
events. Edit for specific
social networks.
PLAN IT

18. SOCIAL MEDIA CALENDARS
For Wordpress sites & blogs try:

19. Decide what you want people to do
when they see your call to ac*on or
online ad.
Make it easy for people to take
ac*on – and make it mobile-friendly!
TIP: USE CLEAR CALLS TO ACTION

20. WHERE ARE YOU DRIVING PEOPLE?
1. Give them a form to fill out to
subscribe to something
informa*ve and useful.
2. Ask them to take a survey or
quick poll to give you insights.
3. Get their contact informa*on!

21. FACEBOOK CALLS TO ACTION

22. 7
Use a scheduling tool to
time strategic messages to
release at regular intervals
or to post messages that
build up to specific events.
Pull text from your Social
Media Calendar.
SCHEDULE

23. FACEBOOK DOESN’T PLAY NICE
Use Facebook’s built-in scheduler!

24. For other social networks:
Use a social media dashboard like
Hootsuite to monitor and schedule
messages on mul*ple accounts or a
scheduler like Buffer. Warning: Do
NOT use for Facebook Pages!

25. TARGET POSTS

26. 8
Facebook is no longer
“Free.” You can build a free
Page, but in order for your
posts to be visible, you
have to pay to boost them.
Or have interactive fans
(likes, comments, shares).
BOOST

28. 9
Major social networks offer
DIY ad tools to reach highly
targeted audiences based
on demographics (age,
education, location) and
psychographics (interests,
behaviors, actions).
ADVERTISE

31. Invite them to Like
Invite people who have liked one of
your Page posts to
like your Page. Click
on the number of likes
your post received.
You will see who liked
your page or you can
click on the “Invite”
button next to their name.

32. Retargeting
Facebook Custom Audiences lets you
“remarket” to people who have visited
your website. Install a snippet of code
(pixel) on your website.
Present your ads on
Facebook to people who
have been to your site.
Facebook.com/advertising

33. Lookalike Audience
After setting up Custom
Audiences from your website,
create a lookalike audience to
target new people similar to your
website visitors by creating a
lookalike audience.
Ads Manager > Tools >
Audiences, click
Create Audience,
select Lookalike Audience
from the drop-down menu.

34. Facebook Events
Try using Facebook Events to
promote not just actual physical
events but also online “events,”
promotional campaign “events,”
contests, giveaways and offers.
People can “RSVP” or “Join” the
“event” giving you more direct
access to communicate with them.

35. 10
MEASURE
Actionable.
Trackable.
Measurable.

36. Compelling content
is just the beginning.
Make actions and
conversions your priority!
Don’t just attract.
Engage and activate.

37. ALIZA
SHERMAN
www.alizasherman.com
aliza@mediaegg.com
@alizasherman on Twi^er
& Instagram

38. Wide audience, targeted, entertainment
and friend-focused.
Broad-reaching, diverse, news-oriented.
Video entertainment and informa*on.
Helpful for loca*on-based businesses,
Google SEO.
Professional, business-oriented.
THE BIG SOCIAL NETWORKS

39. VISUAL SOCIAL NETWORKS
Engaging, visual storytelling, photos
and graphics.
Highly visual, traffic driver, female-
dominated.
Mul*media blogging, skews younger.
6-second videos for Twi^er.
Mul*media messaging, not just for
kids anymore.