Facebook Marketing: post design to Increase Sales

You are sitting at your desk on a beautiful end of November night. Your Facebook fan page is there, ready to convert customers into fans, ready to show your company products and services to the World. It seems like an epic moment, it feels like Christmas. You have been thinking about the amazing opportunities Facebook is about to provide to your business for weeks when a question strikes into your mind like a thunder: how do I have to structure my Facebook post in order to convert fans into customers?

I remember asking myself that question a dozen times while I was in Australia working for the Italian Chamber of Commerce. I remember making thousands of posts and half a million A to Z split tests in order to get a simple useful design. It took me 5 years to came up with it and now you can see it on this page (part one at least and I know you appreciate it!).

Facebook Post design to Increase Sales
Facebook Posts are one of the key aspects of a Facebook Marketing strategy to Increase Sales.
They are the starting point of your customer journey. Due to this reason they need to include 3 main aspects:

1. Use a business related image
2. Have a catchy and clear message
3. Include a call to action

On this post we will focus on point number one: use a business related image.
1. Business related images
Well, that's supposed to be clear and easy! ;) However keep in mind to use professional images that reflect your business (it can be product/service, you working or your staff at work, your office/store). Images are the most powerful way to interact with your fans and potential customers since they are easy to understand and, if well presented, high converting.
#TIP Remember to use the correct post size of 400x400 pixels and avoid using +20% of text in you image in case you are boosting your post. Facebook does not allow you to cover your pictures with text in order for them to be promoted!

Let's make a practical example 
The following example derives from a Udemy Facebook Marketing course I created a few weeks ago and I promoted using Facebook Ads (515 students enrolled in just 72 hours). As you may know Udemy is an online learning marketplace so I had to pick pictures related to an online base course.
As you can see the picture on the left (good picture) provides in an easy way 3 key concepts:

- The product is online based (there's a keyboard on it)
- The product is It's related to E-learning (big blue button saying Learn)
- Being a professional picture the audience perceives the training is professional

Now let's move to the second picture. The picture on the right (bad picture) can not be easily be related to an online training despite shows social media icons, a smartphone and it's a professional one. This image could be used as Advert image for an App rather than for an online training!

As we have seen posts are one of the key aspects of a Facebook Marketing strategy to Increase Sales.
Designing good posts is a great starting point to achieve our facebook marketing business related goals. The first point we need to focus on it's picking the right business related image. The image needs to be 400x400 pixels and it need not to be covered by text. Images are a great way to show, explain and communicate with our audience (and future customers) let's make them shine and our facebook marketing success will be a step closer.

FBusiness.it blog readers video bonus
As mentioned in this post I recently launched a Facebook Marketing training on Udemy.com.
There's a free lesson preview dedicated to Facebook post design to Increase Sales. Enjoy!

Wish to get the complete training with 30% discount at a special rate of just 29$?
Click on Enroll Button Now!

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Certificate of Social Media Marketing - The Complete Course

Are you ready to grow sales in your business? Do you want to advance your career and totally understand the top social networks? On this page there's the course for you!
Social media sites such as Twitter, Facebook, LinkedIn, Youtube, Pinterest and G+ all have thousands of customers waiting for you to explore. 
This course is the most comprehensive look at all of the social media websites, recently updated with more visual and interactive content in August 2014. 
What does this course give you?
  • We will help you GROW your business using social media
  • The hints, the tricks and industry tips
  • Learn new skills to achieve recognition at work or for future employers
  • Generate free leads for your business or organisation
  • Practical how-to lessons
  • Truly understand all the common social networks
  • Make social media work for you!
  • UNLIMITED and LIFETIME access, come back when ever you need to learn more and we're always here to answer questions
Our course is comprised of 10 modules of 150 lectures. They cover all the basics of social media management including advanced topics and reflective learning. 
  • Introduction to social media
  • Auditing your organisation
  • Social media monitoring
  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • Google+
  • Blogging
  • Instagram
  • Youtube
This course will take you from social zero to social hero using our proactive and practical approach. It is arguably one the most comprehensive online courses of social media; giving learners a great grounding and skill set to enter the world of social. 
Certificate of completion
All students who complete this course will receive a FREE digital 'Certificate of social media management' issued by the SO ME Academy, alongside Udemy's own certificate of completion.
ARE YOU READY TO ENROLL! Just click on the image below!

3 Facebook marketing ways to increase sales during holiday season

Original source: https://www.facebook.com/business/a/online-sales/custom-audiences-tips?campaign_id=579705038731764&placement=HLD_HV_AT

This holiday season, increase traffic and sales by using Facebook to find people who are already interested in your business. Then, connect with potential customers who are similar to your current ones. The 3 tips below will help you show your adverts to the most interested people.

1. Use your contact lists: Find customers you already know

Your most interested audience often consists of people who already know about your business. To reach them, simply upload a list of customer email addresses to create a Custom Audience and target them with adverts. You can:
  • Drive sales from current customers: Upload an existing contact list and tell them about new products in your adverts
  • Re-engage customers: Upload a list of inactive customers and create holiday advert promotions to bring them back 
  • Get new customers: Exclude your Custom Audience lists from your adverts so that you don't pay for unwanted impressions or clicks
Tip: When using Custom Audiences, you'll find more people by using higher quality data, such as newer email lists.

2. Use your website data: Remarket to your website visitors

ou can find people on Facebook who've visited your website and re-engage them with relevant adverts by using Custom Audiences from your website. During the busy holiday season, they can help you:
  • Drive more sales: Bring back website visitors who've shown interest in your business, for example by placing a gift item in a basket
  • Grow your customer base: Find more people who have similar characteristics to your website visitors
We recommend setting this up as early as possible this holiday season to give your Custom Audience from your website enough time to accumulate visitors you can target.

3. Discover new customers: Find people similar to your customers

Once you're targeting adverts to your website visitors or customers on your email address list, find more people who are similar to them by creating a Lookalike Audience with the click of a button. Use your: 
  • Contact lists: If you have a small customer list, grow your pool of customers by creating a Lookalike Audience from your Custom Audience to show adverts to people like your customers 
  • Website visitors: Increase conversions by using your Custom Audience from your website or conversion pixel to attract similar people who are likely to convert
  • Page fans: Find people who share similarities with your fans
During the busy holiday season when you have limited time, Lookalike Audiences are an easy way to reach more holiday shoppers.

Facebook Marketing for Small Business

Are you looking for an easy to use comprehensive Facebook marketing for small business guide?
Enjoy Rich Brooks' interesting free guide!

If you wish to download it just press on the save button on the right!

Facebook marketing for small business guide

Facebook Marketing: 13 Secrets of Successful Facebook Marketing for Small Business from The Marketing Agents

Wish to get more free informations on Facebook marketing for small business?

How to set up a professional Facebook Fan Page

If you are serious about running your business on Facebook you already know you need a Facebook Fan page. It is really easy to set up a professional Facebook fan page to start working on your facebook marketing (in case you have not set your page up yet click here to find a free easy guide on how to do it!

However there are 3 secrets you need to know if you aim to make your Facebook fan page look even more professional such as editing the perfect Cover Photo, Profile Picture and About section.

Watch this brief tutorial to discover how to set up a unique and professional Facebook fan page to run your business!

Enjoy and...BE DIGITAL!

How to set up a professional Facebook Fan Page - Tutorial

Automotive Digital Marketing trends 2014

2014 is almost over. Christmas is just around the corner so I felt it was about time to take a look back to Digital Marketing trends in 2014. Each year digital marketing managers predicts what will work (or fail) in the near future.

In 2013 we all agreed on the rise of mobile marketing and content marketing (based on videos).
Some of us would have bet on Google+ becoming the new Facebook (I personally did not being based in Italy). Nevertheless, predictions are never too accurate.
Surfing on Youtube I have found this interesting video by LCGC Marketing on what should have been working in 2014 and I found it 70% correct.

Watch it and let us know what's your opinion about it!

Leave a comment!

Automotive Content Marketing: Drivers of success for 2015

Retrieved on: http://www.adweek.com/brandshare/state-automotive-content-marketing-160547
Today's car buying public is comprised of 80 million consumers who arguably care more about their smartphones than their vehicles. It’s where they spend their time, and it’s where they research and buy their cars.

Check out the free e-book: 
“State of Automotive Content Marketing: Mapping the Road to Success in 2015”

Salvatore Thomas Carbè | Automotive Digital Marketing Manager
Email: stcarbe@gmail.com
Facebook: www.facebook.com/digitalautomotivemarketing
Twitter: @stcarbe 
LinkedIn: www.linkedin.com/in/stcarbe

Leave a comment!

The 7 steps of UK's digital path to car purchase

Digital marketing is shaping the way cars are sold; however this statement does not make the news anymore. As we all know, the essence of digital marketing is its measurability in terms of direct results. Notwithstanding, it is easy to imagine that as digital marketing involves several tools and strategies, each market can be looked at a unique digital environment. What can be said about efficient digital marketing in the USA could be non-efficient in the UK.

As a matter of fact there are no general, universal rules concerning how products or services can be sold online, or how potential customers exactly get to the final step of buying a product following a specific digital journey.

Digital marketing works on daily experiences and data analysis; what works is the essence of what digital marketing teams learn from each single potential customer every single day: listening to them, understanding their needs and offering real solutions.

I remember when I bought my first used car in 2002. It was a beautiful (it looked beautiful to me!) light gray 1.2 Renault Clio. I paid it 1.200 Euros on a sunny Italian summer day. I was proud of my purchase! Back then it was easy to buy a car. There were just three car dealers for used cars in town (I was based in central Italy not too far from Rome back then), so in one day with 1.500 Euros in my pockets I went directly to them, saw about 35 cars I liked (and I could buy with a low budget) and by 5pm I was driving my funny little car.

In 2006 things worked a bit differently. I was in Brisbane, Australia, and the web was already playing a big part as main player on the path to purchasing a car; so when I decided to get a car Down Under my starting point was the web. I found it 2 days later on gumtree.com. Much better than the first time in Italy, I did not even have to go to several car dealers to find it: just once to buy it!

Nowadays things work differently online when it comes to buying a car!
Google recently opened Think with Google  micro-site which comprises interesting news on online and digital marketing trends divided by industry. Among all the industries there is an entire section about Automotive digital marketing news and trends. More specifically Google is trying to explore online potential customers behaviors, that's what Google says about UK digital path to car purchase.

UK digital path to car purchase.
As stated digital marketing is shaping the way cars are sold. Each potential customer follows his/her personal path to purchase. This process starts more and more often online. However the web offers several starting point for each customer looking for a new or used car; customers can start taking a look on Facebook, receiving an email, reading a post on a respected blog as summarized on the below image.

According to Google,  UK potential car dealers customers follow 7 different steps in their digital path to car purchase:

1. Customers start their journey taking into consideration which new/used car to buy from the brand/dealer social media presence;
2. Their second step towards final purchase is being targeted on paid search campaigns;
3. Dealer customers receive a brand/dealer e-mail;
4. They get referral;
5. Customers get to the brand/dealer through organic search;
6. They visit the dealer directly;
7. Their interest is strengthen by other paid digital campaigns.
According to Google when it comes to selling more cars in the UK the first step in having a strong social media presence to be taken into consideration by potential customers. The remaining part of the process (which seems to be longer and more important) is articulated into 6 points which lead to final purchase. Personally I believe that each company needs to build a custom digital journey for its potential customers based on specific audience needs and interests. Notwithstanding Big G is always a step ahead so in case you where looking for a digital path to follow, that's a great starting point.

Salvatore Thomas Carbè | Automotive Digital Marketing Manager
Email: stcarbe@gmail.com
Facebook: www.facebook.com/digitalautomotivemarketing
Twitter: @stcarbe 
LinkedIn: www.linkedin.com/in/stcarbe

Leave a comment!

Land Rover Digital Success

Original post Retrieved on: https://www.thinkwithgoogle.com/articles/the-digital-traditionalist.html

Land Rover North America Brand VP Kim McCullough knows digital technologies are reshaping the way people shop for cars. To ensure Land Rover's storied brand remains relevant, she is translating the auto showroom experience into new social and mobile innovations. After more than doubling digital ad spend to 35 percent of the marketing mix, and with a 15 percent year-on-year sales increase in 2012, the results are beginning to speak for themselves. 

Enter Land Rover's North American headquarters and you might think you've stumbled into an auto showroom. Inside the suburban New Jersey building, a black Range Rover Sport is parked next to a Jaguar sport sedan. Merchandise cases display Land Rover t-shirts, hats, and mugs while industry awards and framed car photos line the walls.
It's the kind of scene familiar to anybody who’s been to an auto dealership. But as technology alters the way consumers shop for cars, automakers are realizing showrooms alone won't generate sales.
Showrooms Go Digital
Land Rover isn't jettisoning its showrooms; instead, the company is bringing the engagement online through video, social sharing, display and search ads, and mobile sites. "Most people first experience auto brands online now," says Kim McCullough, Land Rover North America's Brand Vice President. "Showroom visits are down. People are making up their minds about brands in other ways, whether through friends or experiences online. By the time people get to a showroom, they already know what they want."
New research from Google, TNS, and Polk confirms that digital is changing the purchase path for auto shoppers, with influential brand moments now stretching across a cycle that encompasses pre-market, in-market, and post-market phases rather than the traditional launch period. This cycle of ‘constant consideration’ requires marketers to harness the unique opportunities afforded by digital brand-building to win all the moments that matter.
The digital shift could have automakers rattled, particularly premier marques like Land Rover, which prizes white-glove service and safeguarding its image. But McCullough is sanguine about the evolving market. Sitting in her corner office surrounded by memorabilia, including an iconic green Land Rover logo, it's clear she appreciates her employer's heritage. McCullough, who first worked for Land Rover in the late 1990s before moving on to other auto marketing jobs, says the company's culture lured her back: "There's something about this brand and the way it has always been true to its core that is really appealing." Her aim now is to uphold that legacy while adopting digital tools.

Engagement: Fuel for Leads
So far, McCullough has been able to strike this balance. Since starting her second Land Rover stint in March 2011, she has orchestrated the successful launch of a new vehicle, Range Rover Evoque, and is directing the rollout of Land Rover's revamped flagship Range Rover. Both campaigns employed digital innovations new to Land Rover. McCullough, who honed her digital skills in the 2000s at Toyota, has also more than doubled Land Rover's digital spending (from 15 percent of the marketing mix to 35 percent), expanded its digital and social media staff, and relaunched several of the company's core consumer websites, including its YouTube channel, which currently boasts over three million views.
These moves are feeding an overall resurgence. Following decades of ownership shuffles, the UK-based automaker has found steady support in India's Tata Motors, which acquired Land Rover and sister company Jaguar from Ford Motor Co. in 2008. The resulting company, Jaguar Land Rover, is now profitable and growing, thanks to strong Land Rover demand. Land Rover sales in the US – the brand's third-largest market after China and the UK – increased 15 percent year-over-year in 2012.
To sustain that momentum, Land Rover is boosting its presence on social sites, where it can directly connect with owners and enthusiasts. Land Rover is active on Facebook, Google+, Instagram, Twitter, and YouTube, and added Pinterest and Tumblr last year. These are Land Rover's always-on platforms, maintained year-round regardless of the company's product cycle. Recognizing the value of video, McCullough redesigned Land Rover's YouTube channel in 2012. The update replaced YouTube's standard, chronological layout with videos organized by Land Rover model and a window showing the company's latest tweets and Facebook posts. Land Rover says the more intuitive layout has boosted time spent on the site.
Key metrics point to results. A 2012 Google Analytics report found referrals from the company's social channels were 195 percent more likely to turn into solid leads than visitors to Land Rover's website who arrived from non-social sources. "When people have a chance to engage with our brand and attach a little more meaning and connection to it, we are seeing them transition to a lead," McCullough notes.
Engagement is crucial for smaller companies like Land Rover, which are increasingly seeing the value in flipping the traditional marketing funnel – using social channels to target their most likely-to-engage consumers first, rather than reaching out to the broadest possible audience via traditional media. Leading with media that allows for greater engagement measurement means brands know when they have a hit, and can make better strategic decisions about how to deploy the rest of their marketing budget. This is especially important for an automaker like Land Rover: "Dollar for dollar, we have to be very smart about what we're doing," McCullough admits.

Retrieved on: https://www.thinkwithgoogle.com/articles/the-digital-traditionalist.html
Download this article clicking on SAVE butto on Slideshare!

The future of Google

It is always great to find interesting slideshares such as Mr Ian Miller's one on the future of Google.
As we all know digital marketing is a matter of deep data analysis; however several times predicting the next Digital move is just a matter of feelings. I personally think Mr Ian Miller got it right in it's presentation outlining how Google has moved from being a platform where you can find information into something where information get to you. Enjoy it!


Author: Ian Miller
Original link: http://www.slideshare.net/millerian/predicting-the-future-of-google-brightonseo