How to Get Your Clients Results with

Facebook Advertising

Your local clients all want the same thing – increased revenue. This means they need more
customers. To get more customers, they need more word of mouth marketing and market
exposure. To get more word of mouth marketing and more exposure they need you.

For B2C businesses the simple formula is this:

More exposure / WOM = More customers = More Revenue.

For local B2B (i.e. Contractors) it’s more like this:

More exposure / WOM = More Leads = More Customers = More Revenue

The value you bring as an agency is coming up with the ideas for getting more exposure
and WOM and the execution strategies to get it done.

If a business owner believes you have the ideas and can execute, you’re hired.
Once they hire you, you then have to deliver.

Here are the key factors to getting your client results:

1. You must know your niche, become an expert in the niche you are marketing too.
2. You must focus on marketing that helps them get the results they want - more
exposure, more WOM, and more customers – and you need to show how that is tied
directly to you.
3. You must create a digital marketing plan for your clients (and your team) –
most local business owners have never had a marketing plan.
4. You must become an expert on local social media marketing strategies –
Google for business, Instagram, Twitter, Pinterest, and local directories (yelp, manta,
etc.) and mobile text marketing.
5. You must become, at least, a specialist (not an expert) in Facebook marketing
and advertising strategies.
Types of Facebook Ads

 Like Ads - Instead of encouraging a user to move away from Facebook, these ads
directly influence the user to like the business page.

 Photo Based / Engagement Ads - Facebook posts that use images receive more
engagement in the form of likes, shares and comments. Engagement positively
influences organic, spreading the message to consumers who are not already fans.

 Giveaways / Contests – Will create the most engagement and these type of posts
tend to spread more virally as well.

 Video Ads – Facebook posts that use video are being reported to get more organic
and paid engagement for the advertising dollar.

 Link Page Ads - Link page posts use a call to action such as a discount offer to drive
Facebook users to the website or offer landing page.

All ads can be targeted – Facebook allows you, even on a local level, to target a specific
demographic or psychographic in the market (i.e. age, income level, employees at a
company, craft beer drinkers, organic food lovers, wine lovers, mom’s of grade school kids,
etc. - in approximately to the client’s local area)

3 Strategies to Connect Facebook Advertising to In-store Sales (ROI)

1. Use Facebook Offers for tractable deals – This is a way to integrate a discount
offer directly into a Facebook post and then track the usage of that offer over time.
 Offer ads are shown to users, who can then click the “Get Offer” button to claim it.
Facebook users then have the option to share the offers they like the most with their
friends, which means we can reach more people. These offer ads can be targeted
toward specific groups, just like any other Facebook ad.

2. Track actions to your client’s website – It’s possible to track any measurable
actions on your website based on traffic driven from a Facebook ad unit. These can
include when consumers download a menu, schedule a reservation, buy a gift card
or sign up for your email list among many others. By setting up a conversion
tracking pixel, we can create a unique JavaScript code to place on a thank you or
conversion page of our website.

3. Use Email Marketing Offers, Coupon Codes or Password Marketing to compare

channels we can use multiple codes (i.e. for the same 20 percent off coupon), with
each code specifically attached to Facebook, email or text marketing. Then, as the
coupon codes are redeemed, we can analyze results and optimize in real time. Gives
us the ability to directly compare the effectiveness of different advertising options
against each other.