mt-Exclusive Facebook Edition-Nov18

7 MISTAKES
YOU’RE MAKING WITH YOUR
facebook
ADVERTISING CAMPAIGNS
Exclusive
facebook
Edition
HOW TO
MAXIMIZE
YOUR FACEBOOK REACH
THE 10 EASIEST
WAYS TO BOOST YOUR
LEAD GENERATION
on facebook
An Adodo Consultancy Services Limited Publication

Contents
7 Mistakes You’re Making with Your
Facebook Advertising Campaigns 03
In the world of social
media sites, Facebook is
the big kahuna. Sure, there
are older sites – but it’s
the biggest and gets the
highest engagement. Facebook advertising has
been around for a while, too, and you might
think you’ve got it all figured out… Except you
don’t. Start by correcting these 7 mistakes.
How to Maximize Your
Facebook Reach
07
You’re probably using
Facebook to market your
business already. And you
should be – it’s the world’s
largest social media site With numbers like
that, you might think it’d be easy to reach your
audience on Facebook…But the opposite
is actually true. Does that mean you should
give up? Absolutely not! What it does mean,
though, is that you’ve got to know some tricks
to help you maximize your Facebook reach so
your content doesn’t end up getting lost in the
shuffle.
The 10 Easiest Ways to Boost Your
Lead Generation on Facebook
11
One of the most effective
ways to put Facebook to
work for your business
is to use it to generate
leads. Lead generation
is an expensive and time-consuming thing.
But if you do a good job of creating valuable
and shareable content, it can be an incredibly
powerful tool when it comes to growing your
business.
Welcome To MT
Thanks for checking out the latest
edition of MT, your online marketing
resource guide for local businesses.
Each month we will be covering topics
that resonate with local businesses
just like yours.
Our goal is simple. We want to
enable you to do big things online,
and it all starts by breaking down
the complexities of marketing your
business online.
It doesn’t matter if you are just starting
out, or an established business owner
in your local community, you can
always benefit from increasing your
brand’s visibility online.
To your Success,
Tim Glynn
CEO and head of fun
MT IS BROUGHT TO YOU BY
Adodo Consultancy Services, the leading
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to putting reputation marketing at the heart
of a local businesses marketing strategy. We
help small businesses connect with more
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If you want to build your business, you need
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Feel free to reach out to us at any time.

7 MISTAKES
YOU’RE MAKING WITH YOUR
FACEBOOK
ADVERTISING CAMPAIGNS
In the world of social media sites, Facebook is
the big kahuna. Sure, there are older sites – but
it’s the biggest and gets the highest engagement.
Facebook advertising has been around for a while,
too, and you might think you’ve got it all figured out…
Except you don’t. In fact, we’re willing to bet there
are a few things that you’re doing wrong.
Do you want to start getting it right? Start by
correcting these 7 mistakes.

#1: Spray and Pay
Are you doing some kind of math that says since
you’re only paying for clicks, you don’t need to
target your ads? Maybe you figure since people
who aren’t interested aren’t going to respond
to your ad, you might as well reach as wide an
audience as possible.
If that sounds familiar, you’re making what could
be a costly error. Ultimately, the people most
likely to click on your ads are people who are in
your target audience.
A far better bet is to target your ads to users who
match your customer persona and do what you
can to maximize your ROI. You’ll end up spending
less and earning more as a result.
#2: Avoiding Video
Marketing
Are you doing some kind of math that says since
you’re only paying for clicks, you don’t need to
target your ads? Maybe you figure since people
who aren’t interested aren’t going to respond
to your ad, you might as well reach as wide an
audience as possible.
If that sounds familiar, you’re making what could
be a costly error. Ultimately, the people most
likely to click on your ads are people who are in
your target audience.
A far better bet is to target your ads to users
who match your customer persona and do what
you can to maximize your ROI. You’ll end up
spending less and earning more as a result.
You can’t go anywhere online without reading
an article about how video marketing is the belle
of the ball – the one thing everybody’s doing.
While it’s true that video gets a ton of engagement,
it’s also true that on Facebook, the bulk of
advertising money is not being spent on video.
In other words, video isn’t as saturated as
standard ads and that means that if you make
the investment in video ads, it’s likely to boost
your ROI. They’re more expensive than standard
ads but they can pay for themselves.
By the way, statistics back this up. A majority of
consumers say they’d rather learn about a product
or company from an explainer video than from
written content. Why not take advantage of that?

#3: Focusing on Engagement
instead of Conversions
There’s no question that Facebook advertising
can be useful as a way of increasing social media
engagement and building your following. And
you might even assume that’s all it’s good for.
Think again. The truth is that more companies
are using Facebook advertising to send traffic to
their websites and encourage sales there than are
using it to build engagement.
While social media engagement is important, sales
and conversions are what keep your company
afloat. With your next Facebook ad campaign,
focus on conversions to get the biggest possible
return on your investment.
#4: Assuming CPC Costs
Are Increasing
Given the popularity of Facebook and the
saturation of ads there, you might expect that the
added competition would compel Facebook to
raise its advertising rates.
You’d be wrong.
In fact, CPC ad rates on Facebook have been
holding fairly steady. It’s still one of the most
cost-effective and beneficial forms of advertising
around.
That doesn’t mean that costs won’t go up at some
point in the future. If and when they do, you’ll
have to make an assessment of how Facebook
advertising will fit into your marketing mix.
But for now, the low prices make Facebook
advertising a must.
#5: Not Using Lead Ads
Facebook has a vested interested in keeping users
on Facebook (or on the mobile app if they access
the site on their smart phone or tablet.) But it’s
still true that the majority of advertising money on
Facebook comes from web conversion ads.
While all of Facebook’s algorithms are proprietary,
you might get slightly better placement for your ad
if you use a Lead ad that allows people who click
to fill out a lead form without leaving Facebook.
Best of all? You can integrate Facebook advertising
with your CRM to ensure that you don’t miss
those leads as they come in.

#6: Boosting instead of
Advertising
#7: Not Using Facebook
for B2B Advertising
Since you pay for boosting posts, that’s basically
the same thing as paying for an ad on Facebook,
right?
We’ve lost track of how many times we’ve heard
this one – and if you’re making this mistake then
the chances are good you’re losing out in terms
of ROI.
Here why. Facebook boosted posts are ONLY
meant to increase engagement. They can
bolster the reach of a particular post, ensure
that all of your followers see it, and potentially
earn you a few new followers, too.
That’s all well and good, but here’s what you
need to remember. When you run an ad for
the purpose of conversion, Facebook targets
people who are likely to convert. Likewise, lead
ads are targeted to people who are likely to fill
out a lead form.
The purpose of the ad dictates who sees it.
Decide which goals are most important to
you and then tailor your Facebook advertising
campaign around them.
There’s no denying that Facebook advertising is a
useful tool for B2C companies, but that doesn’t
mean you should ignore it if you sell B2B.
In fact, Facebook’s targeting makes it possible to
target people who work in certain industries or
who have a particular job title. If a company is
big enough, you may even be able to target its
employees specifically.
You might have to use slightly different tactics than
you would for B2C marketing, such as offering an
eBook or white paper as a lead magnet, but the
bottom line is that Facebook advertising can be a
remarkably effective lead generation tool for B2B
companies.
Facebook advertising is not be new…
However, we have found that quite a few
companies are still operating in the dark in terms
of how best to use it. They make mistakes, fall
victim to common myths and misconceptions,
and ultimately, they end up losing out.
Don’t be like them. Start by avoiding these 7
mistakes to make the most of your Facebook
advertising, maximize the return you get on
your advertising investment, and meet your top
marketing goals.

HOW TO
MAXIMIZE
YOUR
REACH
You’re probably using Facebook to market
your business already. And you should be – it’s
the world’s largest social media site with more
than a 1.7 billion active monthly users.
With numbers like that, you might think it’d be
easy to reach your audience on Facebook…
But the opposite is actually true. Facebook’s
ever-evolving algorithms are making it harder
than ever before to increase your organic
reach, and that poses a serious challenge for
local businesses who want to get the biggest
possible ROI for their Facebook activity.
Does that mean you should give up?
Absolutely not! What it does mean, though, is
that you’ve got to know some tricks to help
you maximize your Facebook reach so your
content doesn’t end up getting lost in the
shuffle.

CREATE SHAREABLE
CONTENT
REMEMBER THAT
ENGAGEMENT IS A TWO-
WAY STREET
This first tip might seem completely obvious,
but a surprising number of local businesses
miss it. Dry, boring content that offers no value
to your users isn’t going to get shared.
By contrast, when you post interesting, fun,
entertaining, and informative content that
offers real value, it will get shared. In fact, it
might get shared a lot.
To understand what qualifies as shareable
content, let’s first talk about what doesn’t
qualify. Hard sales pitches? Not shareable. Dry
facts and statistics? Boring, and likely to die on
the vine.
What does get shared?
»»
Engaging blog posts that offer significant
value and entertainment rolled into one.
»»
Striking images – pictures are the mostshared
content on Facebook.
»»
Videos – they’re the second most popular
form of content. And don’t forget Facebook
Live as an option!
»»
Infographics that make digesting large
amounts of data interesting and fun.
You get the idea. Create content that’s worth
sharing, and it will be shared. It’s just that
simple.
So your followers are engaging with your
content… but are you engaging back?
Social media engagement is a two-way street.
That’s why they call it social. As a business
owner, your job is to make sure that the people
who engage with your content – whether
they like, share, or comment – know that you
appreciate it.
How can you do that? Well, you can start by
replying to comments in a timely manner.
The people who follow businesses on
Facebook want to know that their patronage
is appreciated. A quick “Thank you” or a
reply can go a long way when it comes to
communicating your gratitude.
Likewise, when people share your content,
navigate to their page and click “Like” or leave
a comment thanking them. It’s polite – and
it’s also smart, because it shows the person
posting (and all of their followers) that you take
a personal interest in your fans.
An added benefit to this kind of engagement
is that it boosts your post’s visibility. The more
activity there is on a post, the more likely it is
that it will stay visible in your followers’ feeds
for hours after you post it.

BUILD ORGANIC REACH
PRIOR TO BOOSTING
BOOST YOUR MOST
POPULAR CONTENT
Boosting a post on Facebook is an effective
way of broadening your reach – but you have
to do it the right way. Content that’s already
popular is more likely to deliver the ROI you
want.
Instead of boosting a post as soon as you share
it, wait a while. See if people engage with it –
and then make a decision about boosting it.
That way, you won’t waste money boosting
something that’s dead in the water…
And you’ll also benefit from the Bandwagon
Effect because people who see your post once
it’s boosted will know that it’s already popular.
If a post doesn’t get the engagement you want,
you might want to try reposting it before giving
up on it entirely. And don’t forget that you can
drive traffic to your posts using other means,
such as emailing your list, linking to it on your
blog, or even sending a text message to your
mobile customers.
Even professional marketers miss the boat with
their content sometimes, and you probably
will too. That’s okay – because you’re going
to make the most of the content that does
connect by boosting it.
Boosting Facebook posts can help you reach a
new audience. You have the option of sharing
a post with your followers and their contacts,
or you can use Facebook’s demographic
and psychographic targeting to reach a new
audience of people who are likely to be in the
market for what you’re selling.
The key to boosting is to verify the popularity of
a piece of content first – as we just mentioned –
and then put your money behind it by boosting
it. Think of the initial post as a form of market
testing that you use to determine whether a
post is worth boosting.
After you boost a post, keep an eye on its reach
and you can use that information to determine
whether to extend the boost. If a post is getting
a ton of engagement in the form of comments
and shares, then it’s probably a good use of
your money to keep it going.

TRACK YOUR STATS
Tracking your stats on Facebook is essential if
you want to maximize your reach. Your stats
can tell you:
»»
Which forms of content are most likely to
grab your followers’ attention
»»
What times of day are best to post
»»
Which content gets the most shares
»»
Which content generates the most traffic
to your website
All of this information represents data you can
use to reevaluate your Facebook strategy going
forward. Instead of throwing good money
after bad, you can make more of the content
that your followers want to see.
Facebook reach can be a slippery thing…
But if you take the time to create great content, engage your followers, and be
strategic about boosting posts, you can maximize your reach without blowing
through your social advertising budget. Organic reach isn’t as easy as it used to be,
but you do have some control over how and when your followers see your content.

10 EASY WAYS TO BOOST
YOUR LEAD GENERATION ON
Social media site Facebook started off as
a way for college students to connect
with one another. Since its fairly humble
beginnings in a Harvard dorm room, it
has grown into a global phenomenon. With
over 1.13 billion daily users, it is the world’s
largest and most highly-trafficked social media
sites. And while it was originally intended only
for personal use, it has also become a marketing
powerhouse for the businesses who use it. In
fact, there are very few businesses that can
afford to ignore Facebook as a way of reaching
potential customers.
One of the most effective ways to put
Facebook to work for your business is to use it
to generate leads. Lead generation – attracting
new customers – is an expensive and timeconsuming
thing. The benefit of using social
media for lead generation is that it is relatively
inexpensive. If you do a good job of creating
valuable and shareable content, it can be an
incredibly powerful tool when it comes to
growing your business.

WITH THAT IN MIND, HERE ARE TEN IDEAS YOU
CAN USE TO TURN YOUR FACEBOOK POSTS
INTO LEAD GENERATION TOOLS.
1
SHARE YOUR BLOG POSTS ON FACEBOOK.
You don’t have to share every post, but it is a very good idea to share those
posts that have done the best job of generating leads for you. Check your blog
stats and then schedule the posts that are performing for posting on Facebook.
Research shows that blog posts that lead off with an anchor text call to action
tend to generate as much as 93% more leads than blog posts without one, so
keep that in mind.
2
POST A DIRECT LINK TO YOUR LANDING PAGE.
There’s nothing wrong with keeping things simple. If you’ve got a great looking
landing page, use a graphic from it and post it with a lead-in that touts what
you have to offer. You’ll be surprised by how many leads you can generate with
this simple strategy.

3
VIDEOS.
Facebook’s algorithms are changing all the time. One of the things that has changed
is that videos are given preferred status and can generate 135% greater organic reach
than photos or other content. Instead of simply posting a link, try embedding a video
instead. If you’ve already got a video on your landing page you can use that, or you
might consider creating a unique video just for Facebook users.
4
GO LIVE FACEBOOK LIVE.
If you haven’t tried Facebook’s new live video option, now is the time to start.
Live videos tend to get a great deal of engagement. Facebook’s initial trial run
revealed that live videos got approximately 10 times more comments that
regular videos. Another benefit of live video is that it is meant to be spontaneous.
You can shoot a live video on a shoestring budget, and you don’t have to worry
about scripting it. You can even solicit comments and questions from viewers,
which makes it a great way to keep people engaged and interested.
5
TAKE ADVANTAGE OF THE NEW FACEBOOK
CALL TO ACTION BUTTON.
Did you know that you can now include a call to action right at the top of your
Facebook page, just underneath your cover photo? Many companies are using
the new CTA and finding that it helps with lead generation by making it very
easy for new followers to respond to your CTA.
6
PIN YOUR PROMOTIONAL POSTS TO THE
TOP OF YOUR TIMELINE.
This is an extremely simple, free strategy that you can use to make
sure your lead gen posts don’t get lost when you post new content.
Obviously every post you put up can’t be a direct marketing appeal,
but you can simply choose the “Pin this Post” option to keep your
lead gen visible at all time. It’s a good idea to update it regularly so that
people don’t get sick of seeing it there.

7
GIVE AWAY A FREE PRODUCT.
Everybody loves a freebie and your Facebook followers are no exception. The people
who follow you aren’t necessarily on your list, but you can get them to sign up by
offering them an incentive. All you need to do is post a notice about your contest,
promote it for a few dollars a day if you want to, and watch the leads flow in.
8
ASK FOR FEEDBACK.
Speaking of your product, you should consider asking people for opinions of
your product. One way to do that is to offer a free trial or sample. Post the
offer on Facebook, link to your landing page, and ask people to comment with
questions or opinions about what they experience.
9
HOST A WEBINAR AND CREATE A NEW FACEBOOK
EVENT PAGE TO GO WITH IT.
An event page requires your followers to specify whether they will attend your
webinar or not. You can require subscription to your list as a prerequisite for
signing up for the webinar.
10
PAY TO PROMOTE.
Finally, consider boosting any (or all) of the above posts to make sure that they are
seen. Facebook’s algorithms are problematic for many marketers because they
mean that all of your followers will not see your posts. However, if you boost your
post and choose the “Followers and friends of followers” option, you can be sure
that your post will be seen by every one of your Facebook fans – and by all of their
social media connections as well. It’s a great way to grow your list for a relatively
small amount of money. (You can boost a post for as little as one dollar per day.)
The bottom line is that Facebook can be an extremely easy and powerful way to generate leads
if you make proper use of it. These ten ideas can get your started – and get the leads rolling in.

Did You
Know...
95.8 percent of social media marketers say Facebook delivers
the best ROI among the social networks
26% of Facebook users who clicked on ads reported making a purchase.
Facebook is the EASIEST way for local businesses to attract more local customers
It's time to take your
facebook
marketing to the next level.
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