MODULE #1

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YOUR FACEBOOK FOUNDATION – HOW TO HAVE A ROCK SOLID FACEBOOK MARKETING STRATEGY, FOCUSED ON QUALITY CONTENT

Facebook is an amplification of all your other marketing efforts; it’snot a panacea. In this first Module, we’ll help you get crystal clarity on your goals. What specific business objectives do you want to accomplish? Generate leads, phone calls, awareness, email subscriptions.

This will be a critical component as we go in to Module #2. We need to know which metrics you want to quantifiably increase so we can help you get the most out of all the following Modules!

Plus:

• Facebook Page basics: design, features, optional tabs, plus SEO.
• Content strategy, including your posting cadence, frequency, timing, length and type.
• What content is optimal for maximum organic reach?
• “Cheat sheet” with all Facebook ad formats.

MODULE #2

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INTRODUCTION TO SOCIAL AMPLIFICATION ENGINE – DENNIS AND MARI’S PROVEN APPROACH TO FACEBOOK MARKETING SUCCESS

This is “STRATEGY”, as we see it — the framework we put in place before we start on various tactics.  The 5 stages within the engine are the same, but specific tactics are different by business objectives (module #1).

1. Why people love you: the emotional part. Our experience is that businesses large and small get stumped here. Most businesses state what they do from a mechanical standpoint, as opposed to WHY people love them and WHY they would feel compelled to share the company’s story.  If you don’t consider this point in advance of the session, you’ll fall behind in the rest of the sequence.
2. Content – the key here is to focus on listening to and interacting with your customers, not hiding behind a tool or blasting marketing messages.
3. Audience response – we focus on how you can easily get the fans to do the work for you — to generate content.
4. Amplification via ads
5. Analytics

MODULE #3

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DEMOGRAPHIC + AUDIENCE RESEARCH: LEARN HOW TO IDENTIFY THE EXACT PEOPLE YOU WANT TO REACH AT THE LOWEST COST!

• How to conduct competitive research analysis by studying likes on any page, conducting graph searches, creating a social affinity grid, and using cross-channel tools.
• Introduction to the 4 conceptual types of targeting.
• Exactly what to do to narrow down your criteria and increase your criteria – and the purpose of both.
• Discussion of budget estimation.

Now we’re ready to load up your ads in sequence!

MODULE #4

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DESIGNING AND PLACING AN AD SEQUENCE: STEP BY STEP INSTRUCTIONS ON HOW TO CREATE THE 3 TYPES OF AD CAMPAIGNS THAT GET RESULTS EVERY TIME

• How to reach more fans via Page Post Ads.
• Page post link ad + retargeting (FBX and Google).
• Creative ways to reach the EXACT targets you want (note, there are several “outside the box” targets here that will significantly set you apart from others).
• Using Facebook ads to drive email collection so you can build your list consistently.
• How to drive your email marketing back into Facebook.

MODULE #5

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UNDERSTANDING POWER EDITOR: FACEBOOK’S SECRET WEAPON! MASTER THIS TOOL AND YOU’LL OPEN THE FLOODGATES TO MORE PROFITS FROM YOUR FACEBOOK MARKETING EFFORTS!

• How to make best use of Custom Audiences. (This is where you can upload  your own email list and then place Facebook ads to reach more of your existing audience).
• Review to loop back to the business objectives from Module #1, as they tie to tactics.
• Demystifying key features in Power Editor – what to focus on and what to ignore.
• Demo of sample ads from scratch.

BONUS MODULE

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HANDS-ON FACEBOOK ADS CLINIC: WATCH OVER DENNIS & MARI’S SHOULDERS WHILE PARTICIPANTS GET AD CAMPAIGNS CRITIQUED AND IMPROVED IN THE “HOTSEAT!”

Hands-on module for 5 lucky winners!

• Attendees get to be in the virtual “Hotseat” to have their content strategy and ad campaigns reviewed and improved by Dennis and Mari.
• Everyone benefits from this Clinic, whether in the Hotseat or not.
• Everyone takes away key distinctions that are immediately actionable in his/her own campaigns.
• You get to learn from REAL live examples and case studies!
• Just one small tweak can make the world of difference to your conversion rate and profit margins!

MODULE #6

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TRACKING AND MEASURING THE RIGHT NUMBERS: DEMYSTIFYING THE “GEEK SPEAK” METRICS AND KNOWING WHAT TO FOCUS ON FOR REAL RESULTS

• What metrics you need to focus on for optimal results
• What metrics to ignore
• Understanding how to set and measure your own KPIs (key performance metrics)
• Glossary of terms.

Analytics is not about generating reports (unless it’s an agency or consultant), but about troubleshooting what to optimize next to get more of what’s good and less of what’s bad. If your business metric is not increasing sufficiently, it’s either an issue of content, targeting, or conversion.

20% of the work is Modules #1-5.  The real work is the many cycles of testing and iterating. But, you have to lay the solid foundation in Modules #1-5 or you won’t get the best results.

MODULE #7 – ADVANCED OPTIMIZATION – POWER TECHNIQUES TO GET MUCH MORE OUT OF YOUR ADVERTISING BUDGET

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Now, we’ll dive into creative ways to stand out in the news feed and reach an even wider audience but still remain highly targeted.

• How to get a job or put the spotlight on poor customer service — with examples galore.
• Content recycling — how to get maximum mileage out of every piece of content
• Black hat techniques– what to avoid!

MODULE #8 – PROVEN LEAD GENERATION: HOW TO TIE EVERYTHING TOGETHER AND CREATE A SOLID “LEAD GEN MACHINE!”

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Troubleshooting; getting over plateaus of your fan growth, lead generation, and ad response

• Agency training materials
• Budget planning and ROI calculators
• Using third party outsource sites to scale out responses and clever content