Professional Documents
Culture Documents
Breaking The Business Code by James Soh PDF
Breaking The Business Code by James Soh PDF
Breaking The Business Code by James Soh PDF
James Soh
The contents of this book may not be reproduced, duplicated or transmitted without direct written
permission from the author.
Under no circumstances will any legal responsibility or blame be held against the publisher for any
reparation, damages, or monetary loss due to the information herein, either directly or indirectly.
Legal Notice:
This book is copyright protected. This is only for personal use. You cannot amend, distribute, sell, use,
quote or paraphrase any part or the content within this book without the consent of the author.
Disclaimer Notice:
Please note the information contained within this document is for educational and entertainment
purposes only. Every attempt has been made to provide accurate, up to date and reliable complete
information. No warranties of any kind are expressed or implied. Readers acknowledge that the author
is not engaging in the rendering of legal, financial, medical or professional advice. The content of this
book has been derived from various sources. Please consult a licensed professional before attempting
any techniques outlined in this book.
By reading this document, the reader agrees that under no circumstances is the author responsible for
any losses, direct or indirect, which are incurred as a result of the use of information contained within
this document, including, but not limited to, —errors, omissions, or inaccuracies.
The photographs used in this eBook are royalty free photographs procured from various websites
affiliated to Creative Commons such as Pixabay and Wikimedia commons.
Contents
Title Page
Copyright
Introduction
A Comprehensive Guide to Creating A Million Dollar Business
Chapter 1: How Social Media Marketing Can Transform Your Business?
Chapter 2: Content Creation Strategy Which Marketers Do Not Tell You!
Chapter 3: Easy to Follow 5 Steps Social Media Marketing Guide
Chapter 4: Secrets the Pros Use to Create Great Facebook/Instagram Ad
Design!
Chapter 5: Business Will Be Out Of Business without Lead Generation
Process
Chapter 6: How to Use Facebook Lead Ads to Grow Your Business?
Chapter 7: How to Create Your Successful Facebook Ad Creatives?
BONUS Tips to Elevate Your Marketing Strategy
Bonus Notes: Facebook/Instagram Ads 3 Steps Guide
Conclusion
Introduction
I’ve created this book to share with you some of the top proven social
media marketing tips and training to help create – A Million Dollar
Company!
Once you go through this whole book, you’ll learn how you can develop
your own social media marketing plan. In this book, we have clarified all the
aspects of social media marketing, so that you can readily grasp everything
smoothly, fairly, and quickly!
By James Soh
Chapter 1: How Social Media Marketing
Can Transform Your Business?
My company RENOPEDIA has worked with more than 200 home
renovation merchants and our revenue is more than $2 million a year.
How to reach out to the cold market customers? You can reach out to
them through social media. Social media is primarily used for three things –
R.E.C.:
· R stands for Reach
· E stands for Engagement
· C stands for Conversion
1. Reach
If you want to market your product well, you need to have a higher reach.
In case of TV viewership, it means how many people are watching TV at a
particular time. In case of newspapers or magazines, it’s called readership. In
case of radio, it’s called listenership. So, all this viewership, readership, and
listenership are known as ‘Reach’.
I specifically use social media to reach out to my target audience. If you
try to reach out to the audience from 21-to-65 years, you’ll get around 6.5
million people. These include both active and inactive accounts not just on
Facebook, but also on Instagram.
Is this the reach you are looking at? It depends on your target audience
because they may or may not be interested in buying your product.
2. Engagement
It stands for the strategy you devise to engage your target customer.
Whether your social media post is engaging or not, it’s typically determined
by how many people like, share, comment or perform any kind of action on
your post.
So, engagement is primarily interactive marketing. In contrast, TV and
radio advertising are not interactive marketing. These are one-way marketing
where you just watch or listen to the ads but can’t interact. When you can’t
interact, you can’t engage your target audience.
Social media allows you to do things based on engagement. You can
engage customers to react to your post. This is how you achieve real
engagement and interaction using social media.
How does engagement help? The more customers engage with your
social media, the more they can carry forward your brand.
3. Conversion
It’s about a specific action that you want certain people to take. For
example, most online conversion includes the number of clicks your website
receives. It means people perform this action to visit your website.
Lead generation is another type of conversion. It involves complete
registration of a customer. It means you get people to fill up a specific form
and they become your potential customer. Other types of conversion include
mobile app installation or e-commerce store.
So, R.E.C. stands for three different kinds of strategies to make use of
social media marketing to reach out to a new audience or to find a new
customer base.
Lastly, I’d like to share with you the story of how I started RENOPEDIA
– My MILLION DOLLAR COMPANY!
In the beginning, I didn’t have any marketing knowledge or skill-set. So, I
started to learn social media marketing from scratch. I specifically chose
social media marketing because I knew how digitalization is taking over the
world. Digitalization is based on two different kinds of platforms – Search
Engine and Social Media.
In case of Search Engine, you can’t escape Google. Google and YouTube
belong to the same family. Likewise, Facebook and Instagram belong to the
same family.
Since a lot of people were already into Google Search Engine, I thought
of exploring the social media field. I also knew that most people (barring
older people) were active on social media. Therefore, I focused exclusively
on social media.
My two main concerns were – whether social media can give me the kind
of reach that I want and how I can engage people on RENOPEDIA platform.
So, I came up with several different kinds of content strategies to let people
engage with my online company.
Furthermore, I knew that I always require homeowners to register on my
platform to become potential leads. So, I devised a lot of conversion
strategies to get people to convert on social media itself. This is how I started
RENOPEDIA!
Step 1: Look for D (demographic information). For that purpose, you need to
look for P.A.D.I.S:
Step 3: Look for G (Goals). Let’s assume that the following are Anna’s
current goals:
Find the best deal for her home and garden renovation.
Find the right interior designer for her dream home.
Create a dream home that she can live in with her husband and future
kids.
Step 4: Look for E (Emotions). For that purpose, you need to look for
F.A.L.L.:
F stands for Fear
A stands for Authority
L stands for Loathe
L stands for Love
These are four basic emotions that a lot of consumers react to. In case of
Anna, let’s assume the following:
Fears – Anna fears to hire the wrong interior designer who doesn’t
understand her needs. She fears overspending as well as renovation
scams.
Authority – She wants a home that can cater to her husband and her
future children. She wants a kitchen where she can serve her guests.
Loathe – She hates it when the interior designer doesn’t understand
her needs or when the renovation goes overprice or when the
renovation isn’t transparent and she ends up paying the additional
cost.
Love – She loves it when she finally gets her dream home after
working for so many years, or when her guests are very impressed
by her new house; or when her friends talk about her renovated
house; or when she shares the pictures of her dream home on
Facebook or Instagram.
Once you succeed in creating the buyer persona and identifying your
target audience, you’re ready to start your social media marketing.
What is SMART?
This stands for your marketing goal. As long as you have a goal, you
have the content driven towards your goal. Here:
· S stands for Specific
· M stands for Measurable
· A stands for Attainable
· R stands for Relevant
· T stands for Time Measurable
1. Specific: Are you very specific in the way you write your content?
Because whatever you want, you have to be very specific. K.I.S.S. strategy is
to make sure that your content is specific. You must know your objective. For
example, the purpose of any social media post needs to be engagement,
conversion, reach, or video view. So, set the goals!
2. Measurable: What do you want to measure out of your campaign 0r
social media posts or ads? It could be engagement, sales, leads, purchases, or
conversions. Make sure you’re able to measure it.
According to social media terminology, if you’re talking about measuring
engagement, you’re talking about C.P.E (Cost per Engagement). How much
do you want your cost per engagement to be? If you’re talking about
measuring leads, how much do you want your leads to cost?
3. Attainable: It means whether the set goals are attainable or not. You
definitely would like to set very big goals. Sometimes you may desire very
unrealistic goals. But, you need to be realistic in whatever you want. So,
make sure to set attainable goals.
4. Relevant: Is your content or campaign relevant to your attainable
goals? If today, your goal is customer engagement, is your content relevant to
that goal?
5. Time Measurable: Give yourself some time and think about how long
you want to measure your result. For example, you posted something relevant
on your social media and you expect to see the effect of your post in one
week. If you want the result to be seen in a month, give yourself a month’s
time-frame.
So, these are the goals that you should set for your social media
marketing.
Chapter 2: Content Creation Strategy
Which Marketers Do Not Tell You!
Content Marketing Plan isn’t just about content. Content Marketing is a
strategic marketing approach to create and develop consistent and relevant
content so that you can attract and acquire a clearly defined audience.
But as a beginner, you can start with three posts a week. If you are a
beginner, you can start with P.T.T.:
P stands for Product and Services: What kind of products or
services you are offering? For example, if you’re in F&B business,
you can always show posts about the different kinds of dishes you
serve. If you’re in the beauty business, you can show posts about the
different kinds of services you offer.
T stands for Testimonial: It means showing the testimonial of your
satisfied customers or people who regularly opt for your services. For
example, you can take pictures with your satisfied customers.
T stands for Tips: You can share tips about your industry. If you’re
into the automotive industry, you can share tips on how to take care
of or maintain your car or how much does a car cost.
2. Instagram
Instagram has limited features as compared to Facebook. You cannot
even put a single link on any posts. Following are the different kinds of
Instagram layouts:
Engagement Post: You can upload photos and create a post. The
number of photos you can upload is between 1 and 10. You can
upload up to 10 photos for engagement posts on Instagram.
Video Post: It means your post consists of text and videos. However,
videos can only be one minute long.
In case of Instagram, you can remove the Call to Action text and put the
hash-tags (#) instead.
Content Marketing Plan is not just about content only. You need to post
your content as consistently as possible. For instance, if you plan to post your
content on Monday, Wednesday, and Saturday at 11 am, you need to adhere
to that timing.
You need to plan things either a week before or a month before, rather
than at the last minute. This will help make your Facebook or Instagram page
look more professional.
As I mentioned earlier, image together with integrity is equal to the
identity. Your efforts portray the image as well as the integrity of your
business, which will bring out the identity of your business.
What is C.A.W?
C stands for Contrast
A stands for Agony
W stands for Warning
1. Contrast
You can use contrast in terms of storytelling. Contrast is typically used to
describe two different persons facing the same scenario. But there is one
difference.
For example, two friends, Roland and James planned to renovate their
homes and the task was to be completed in the next three months. Both went
to two different renovation service providers – Company A and Company B.
Roland went to Company A and paid $30,000 for the renovation services.
James went to Company B and also paid $30,000 for the renovation services.
But the result was different in both cases.
Roland didn’t get the interior design that he wanted, but James got the
interior design that he desired. How James managed to get what he wanted?
Using this story, if you make a video ad, you may say, “Click This Video
to Find out More”. If you’re doing a link click to go to another website, you
may say, “Click This Link to Find out How James Got his Ideal Interior
Designer!”
This was an example of contrast ads or contrast storytelling, which you
can use either in your advertisement or in your normal content.
2. Agony
You can use agony storytelling or agony ads in terms of how you’re
going to craft your storytelling. Agony means pain, so the story needs to
focus on touching a person’s pain point.
If you have to write content to sell an insurance package, how will you go
about it? You’ll need to create a touching story.
For example, a patient is lying in the ICU. He’s suffering a lot and his
family members stare at him from outside. So, may say, “If you don’t take
care of your health, it’s not only affecting you, it’s affecting your family
too. To know more about taking care of your health, please click here!”
This was an example of how to use agony to create a touching story for
your Facebook post.
3. Warning
You can craft a story based on warning templates. You can start your
story with a warning like ‘Please Do Not Do This! Unless You ______’.
For example, if you’re providing a photography service, you can use the
warning template this way: ‘Warning! Please Do Not Buy Your
Photography Package Until You Read This!’
If it’s a video, you can use the warning template this way: ‘Please Do Not
Buy Your Photography Package until You See This Video!’
When using warning templates, you just don’t display warnings only.
You can also add in benefits. For example, ‘Do Not Buy Your Photography
Package Until You See This!’ or ‘Learn How To Save More On Your
Photography Package By Clicking Here’.
Also, make sure not to reveal too much in your Facebook posts. So, when
people click the link you provide them, they’ll go to your website to find out
more information about your products or services. Only then they’ll buy from
you.
➢ Fixed Ad Hoc Content: It’s the content that you already know
beforehand, for example, certain festivals and occasions that are
related to your market. If there is a festival such as Mother’s Day
you can come up with content related to that particular day.
➢ Unfixed Ad Hoc Content: You need to create this content fast
because the occasion appeared suddenly. For example, you may
want to write about any recent incidents like the COVID-19
pandemic.
If you know your content, you can plan beforehand. Use your social
media calendar for 365 days to plan your consistent content, fixed Ad Hoc
content, and the Unfixed Ad Hoc content.
Step 1.4: Fill out your basic business info. There will be a few fields
to fill out (some will appear only after you have chosen a category):
➢ Page Name
➢ Categories
➢ Address
➢ Phone number
*Keep in mind that you can change the category (but not the name) later
on if needed.
Important Notes:
1. The profile photo of your FB page should have the below-mentioned
dimensions.
2. The cover photo of your FB page should have the below-mentioned
dimensions.
Step 1.6: Fill out the page information completely. Enter phone
number, email, website etc. You can also edit business details, start
date, and business types. Write your story in the ‘Our Story’ section
to tell people about your business.
Pro Tip 1: Create a username for your page to allow people to easily find
your page. It’ll make it easier for people to find your page and give you a
custom URL that you can share with others.
Pro Tip 2: Add a prominent call to action button to get your page visitors
to take actions. Every FACEBOOK page has a prominent CALL-TO-
ACTION (CTA) button below its COVER PHOTO. It’s a great opportunity
to get your page visitors to take an action, such as sending you a message or
learning more about your business.
Step 2: How to Optimize Facebook Messenger for Business
Following are the benefits your business can avail from FB messenger:
It can help shape your relationship with your customers now and in
the future. Among people surveyed globally, over 70% expect to
message businesses more with customer service questions and over
59% expect to message businesses more to make purchases.
You can even set-up how people message your page in ‘Message
Settings.
Step 2.2: Add a send message button to your FB page from your
desktop. This is a great way to drive people who visit your Page to take
an action and get in touch with your business.
Step 2.3: Select ‘Contact you’ option from the dropdown menu as the
action you want your customers to take.
Step 2.4: Select ‘Send Message’ as the button you want your
customers to see.
1. Awareness
Within your Messenger experience, you can increase awareness by
bringing your idea to life in conversation. For example, National Geographic
used Messenger to do just that when they launched Picasso, the second
season of their Genius TV series.
2. Consideration
Messenger can help bridge the gap between interest and action in your
brand, product or service. For example, Lego built a Messenger experience to
help adults pick the ideal Lego gift for the kids in their lives.
3. Transaction
Through a Messenger conversation, you can encourage an action or direct
response. That could include trial, redemption, purchase or lead generation.
4. Relationships
You can use Messenger to help enhance the customer experience. For
example, Hill City, a new men's clothing brand from Gap, created a fully-
functional shopping experience in Messenger. They also used the platform to
build and engage a community of product testers.
For example, Jasper's Market has a website that tells their story and
lists some of their store's unique offerings. Using the Traffic objective
they can create a campaign that encourages people to visit their site to
learn more.
Conversions: Objectives that encourage people interested in your
business to buy or use your product or service.
For example, Jasper's Market has opened a few new locations. Using
the Store Traffic objective they can create a campaign to encourage
potential customers to stop by their nearest store.
Success Stories: We’ll discuss the success stories of three companies –
Singapore Airlines, Ben and Jerry’s Singapore, and Pizaa Hut Singapore.
Singapore Airlines: Singapore Airlines’ campaign used 360 photos
ads on Facebook that showed famous landmarks in Singapore and
Seattle. People could move their phone from side to side to
experience the seamless transition between landmarks of Singapore
and Seattle, representing the smooth journey of the flight.
All ads directed people to the Singapore Airlines website, where
they could learn more about the new route.
Ben and Jerry’s Ice Cream: Ben & Jerry’s ran a campaign to
generate awareness for its newly launched flavors, using ads in
Stories and photo ads. The campaign also featured a Messenger
experience.
People could automatically chat with the brand and claim their
voucher of free sample at an offline event. In exchange for the voucher,
people answered questions about the newly launched flavors and gave
their contact details, which the brand could use to re-engage with them
after the campaign ended.
The adapted assets introduced the brand within the first three
seconds, and the promotion for the new pizza was highlighted in the first
five seconds.
Their Success going creative on mobile
Pizza Hut’s campaign proved that video ads optimized for each
placement performed better than long-form TV commercials:
· 15% higher return on ad spend (compared to TV commercial ads)
· 8.5% lower cost per purchase (compared to TV commercial ads)
· 8.5% more online purchases (compared to TV commercial ads)
· 68% more reach (compared to TV commercial ads)
Instagram help:
➢ Connect passions: Tap into people's passions to create deeper
relationships with your business online and off.
➢ Immerse visually: Tell your story using unique creative tools and
immersive formats that inspire action.
➢ Spark exploration: Connect to new customers and strengthen
relationships with existing ones.
Advertising on Instagram
If you choose an objective that supports Instagram when you create
your ad on Facebook, your placements will automatically include
Instagram. It's a good idea to run ads on both Facebook and Instagram
for the following reasons:
· Optimized Delivery: The ads delivery system works best with
more people to choose from. If you select Facebook and Instagram,
you can get your ads to the best people at the lowest cost.
· Engaged Audiences: Many people visit Instagram for inspiration.
New ad formats such as Instagram Stories present a significant
opportunity for advertisers. In fact, a third of the most viewed stories
come from businesses.
· Easy Set-up: You don't need to set up an Instagram account for
your business if you don't have time. Your Facebook Page can serve
as the voice of your ad on Instagram.
Step 4.4 (AD SET): In the AD SET section, you can create an
audience for your ad. You can choose audience characteristics, such
as age, gender, interests and more.
Step 4.5 (AD SET): In the Budget & schedule section, you can
choose a budget and set your ad's schedule.
Step 4.6 (AD): In the AD section, choose the type of creative you'd
like your ad to include.
Instagram AD Placement:
Your ad's appearance will depend on the format that you select
(single image, video or carousel), and whether the ad is seen in
Instagram Stories or feed:
Photo ads: Tell your story through a clean, simple and beautiful
creative canvas. Photos can be square, landscape or portrait.
Videos: Get the same visually immersive quality as photo ads, with
the added power of sight, sound and motion. And now, you can share
videos up to 60 seconds long.
Carousel ads: Add another layer of depth to campaigns, where
people can swipe to view additional photos or videos in a single ad.
Stories ads: Ads on Instagram Stories provide a creative, engaging
and immersive fullscreen ad format built to drive action and powered
by Facebook's advanced people-based measurement solutions that
you know and trust.
Step 4.7 (AD): Fill in the details of your ad, such as the Headline,
Text and Call-to-action button. Click Show advanced options for
additional creative options. Bear in mind that creative options may
differ based on the ad objective that you choose. And PUBLISH!
Serif fonts have more depth in their letters and are good for
headlines but not body texts as these are harder to read because of their
design.
Sans Serif fonts are easier to read online. These are fonts without
design and are straight lines to form letters.
Colors: Know your color schemes and what they mean. You don’t
really need to know the names of the family. Just know that the color
wheel is designed to make it easy to choose what matches and why
color schemes are used.
➢ Analogous: This color scheme uses colors and their shades that are
next to each other, for example, red and violet. It’s richer and offer
more variety than monotone scheme.
➢ Triadic: This color scheme uses three colors that are equally spaced
around the wheel such as red, blue, and yellow.
This is just a general rule of thumb. You can break the rules by the
size of your font and colors.
Placements and grids: Know that readers read things according to
grids. It becomes easier to read if you put things in place and in the
right grid, instead of putting it everywhere.
Note: You can only edit the dimensions if you’ve opted for the paid
version of the Canva program. So, make sure to pick a design with the right
size.
Following are the free multiple design elements that you can use in your
project:
Grids: With grids, you can produce creative compositions. Grids can be
used to place multiple images in a single design or stretch images across the
whole design.
Shapes: You can choose from circles, triangles, squares, and more! You
can also use them to create borders around your text and page.
Frames: You can use frames to decorate your photos with borders and
bevels.
Lines: You can use lines to emphasize your text. These come in a variety
of designs such as solid, dashed, chevron, etc.
Charts: You can use charts to display pie charts, bar graphs, comparison
charts, and other designs.
Icons: These are graphic images that you can use to spice up your design.
You can choose from common signage to trendy symbols.
Step 3: Every time you create a design keep your brand in mind. Your
brand is how your clients view you. When you create graphic content for
your FB or Instagram, make sure the design and content fit your brand:
In your design, use company colors.
Consistently use a certain image style to bind different photos from
multiple sources.
Select fonts that reflect the identity of your brand such as bold, elegant,
traditional, and playful.
Consistently place your logo (same size and location)
Step 4: Choose eye-catching images that fit your topic and design. Avoid
using blurry or pixilated photos. Look for images that fit your design or topic.
Use a .png file instead of .jpg. If you use any stock images, make sure to
give due credit to the website or photographer. You can also use royalty-free
images from sites like Pixabay, Unsplash, or Pexels.
Step 5: Make use of layouts. You don’t need to start from scratch on your
design. You can choose from many design layouts offered by Canva. It will
not only help you save time, but it’ll ensure you develop an effective and
stunning graphic design.
Step 6: Keep in mind the readability when you develop your design.
Following are some other tips to ensure readability:
· Choose your text color to make it stand out. You can use light text
against dark backgrounds and use dark text on light backgrounds.
· Behind your text, you can use colored shapes.
· Add filters or adjust your background’s transparency.
· Change the line height or the letter spacing of your text.
· Avoid excess use of text or too many icons, elements, or
backgrounds.
· When promoting the visual graphic on FB, make sure that the text to
image proportion isn’t more than 20%.
4.3) Facebook 20% Rule: Why Your Ads Might Not Be Running
What is FB 20% Text Rule? It’s a guideline set by Facebook which
restricts the amount of text on all ad artworks to overlay only 20% of the
image itself, which includes video thumbnail as well. Below is an example of
this rule:
Why is text on the image important?
· The first thing that audience see when they come across your ad is
the image, therefore you need to capture their attention instantly with
a clear copy of your message or promotion, which increases chances
of them stopping to look at your ad.
· You also can also add Call To Action text to your image like "Sign
Up Now", "Get Offer Now" or attention grabbing words like “free”,
“limited offer”, "promotion", “special offer”, “now”, “today”.
Note: The more spread out your texts are, the more Facebook system will
recognize as high text amount.
Chapter 5: Business Will Be Out Of
Business without Lead Generation Process
5.1) The Importance Of Marketing Leads and Sales Leads
Leads are very important for your business since these will eventually
become your potential customers. A lead stands for a person or a business
that will potentially become your client. A lead consists of details like name,
email-id, phone number, etc.
Following are the two types of leads:
Marketing Ready Leads: These types of leads you gather and
nurture to become your sales. For example, at the footer of the
homepage of many websites, there is a field that asks the visitors for
their email-ids. Once you send in your email-id, you become their
marketing ready lead. You’ll start receiving newsletters, email
information and slowly they will nurture you into a sales lead.
Sales Ready Leads: It means the customer already wants to buy
your product. For example, when people visit our website
RENOPEDIA, they have to fill up certain details such as name,
email-id, contact number, renovation budget, type of home, and even
upload their floor plan. Once they fill up all these details, they
definitely become a sales ready lead since they are ready to renovate
their homes.
Why businesses still need marketing ready leads? These leads are
typically much cheaper to acquire. Another reason is that you normally won’t
seek excess information from people for marketing ready lead.
In truth, both leads are important. In the past, businesses just used to get
sales ready leads since they wanted people to be ready to buy their products
or services. But nowadays, sales ready leads have become more and more
expensive.
That’s why businesses opted for marketing ready leads, which were much
cheaper option since people were asked only simple questions like their
names and email-ids. Furthermore, you can nurture these leads at a much
earlier stage.
How do businesses acquire leads? In the past, they used to acquire leads
through cold calls. They used to call people and companies via phone or do
door-to-door cold visits. But in today’s world, a lot of businesses have shifted
to social media to generate leads, which is entirely different from cold
calling. Here, the rejections and challenges that you’ll face are entirely
different.
To generate leads, new businesses generally try to lead the users to their
websites. Facebook offers lead generation ads with features like an image and
headline. When the users click the image or headline, a form pops-up where
they can fill-up all the details to become leads.
REC stands for reach, engagement, and conversion, and lead generation is
a part of the conversion. So, with the proper lead generation process, you’ll
acquire customer details, which you can slowly convert to sales.
· Fill in all details => Choose Purpose => Choose access (Choose
Admin Access in this case)
Step 2: Go back to your business manager => Log in your Ad Manager =>
Choose your ad account. And you are already in your new Ad Account!
1. Campaign level
· Allows you to choose your own marketing objective E.g. Lead
generation, conversion, engagement, etc.
· You can set your budget at campaign level, so Facebook will split
the budget among the ad sets. Otherwise, you can set budget at ad set
level, so Facebook will split the budget among the ads.
2. Ad Set level
· Allows you to choose targeted audience according to interest, age,
demographic, behavior, etc. E.g. Interested in Home Renovation, age
range from 23 to 65
3. Ad level
· Allows you to insert your creative artwork, create ad text, headline.
· Basically, ad level is where you will place your ad design and
design how it’d be presented when published.
The big advantage of these FB lead generation forms is that once users
share their information, it goes straight into your email-id. This is how you
can easily generate leads.
Step 3: Choose Instant Form => Create New Form => Fill in details
Step 4: Under PRIVACY POLICY, you can just put your website
URL.
Step 5: Fill up the details for THANK YOU SCREEN ==> This will
appear after people submitted the form.
Step 6: Go to Setting ==> Choose OPEN under Form Configuration.
Otherwise, users cannot receive your form.
Step 7: Test Leads. Scroll up to AD PREVIEW section, and click the
icon below and Test.
Note: You can either save or publish once you are done.
Step 3: Fill in all the necessary details Click Save and Finish when
you are done!
➢ Phone number
➢ Email
➢ Any enquiry related to your industry
Click Save and Finish when you are done!
Note: Name will be auto-recorded, you may not ask name.
6.4) How do I test download the leads from my Facebook lead ad?
Step 1: Go to your Page => Click "More" => Choose "Publishing
Tool"
Step 2: Choose "Form Library" at the right column => Click
"Download" button of your form.
6.6) An excellent online service that lets you create automated actions
connecting disparate business and productivity apps!
You can follow up with your leads by downloading them MANUALLY
from your Page into a CSV file, or receive them AUTOMATICALLY by
integrating your email using a third party app called Zapier.
Zapier is an online automation tool that connects your apps and services.
You can connect your FB lead form to your favorite communication tool like
Gmail to instantly retrieve your leads.
Following are the steps to integrate Facebook lead adverts with Zapier:
Step 1: Log into your Zapier / create a new account for free.
Step 10: Enter required information fields into the email template.
Step 11: Turn on your ZAP and do a test run.
Chapter 7: How to Create Your
Successful Facebook Ad Creatives?
7.1) Social Media Artwork tips | What to do & what not to do
When it comes to online advertisement, the first thing that audience look
is the image. Therefore, it’s important for your artwork to be eye-catching for
them to stop scrolling.
So, it’s not recommended to use just an image without text.
➢ Don’t use dark blue background that are too similar to Facebook’s
color scheme, doesn’t allow ad to stand out.
➢ Don’t use dull colors.
➢ Avoid lack of contrast between background and text.
➢ Don’t use too much text and points, without separation to
differentiate most attractive points and sub-points.
➢ Don’t use too many different font styles.
➢ Don’t use overly tiny text.
➢ Don’t use irrelevant cartoon graphics and overly cluttered
background.
➢ Don’t use irrelevant image to your promotion.
· Now You Can Quickly And Easily Get _______ Every Day …
Without Wasting Another Dime Ever Again!
· How to Make Your ______ And _______ In Just _______ Days!
· WARNING: Do not look at any other _______ system until you read
this.
· What _______ Don’t Tell You.
· Do You Make These Mistakes In ______?
· Discover The Best Way To _______, Regardless Of _______.
· How to Add One Simple _______ That Can _______! HINT: It
Takes Less Than 2 Minutes To Add.
· Why you should _________ most ________.
· How to reduce ________ to almost ________! _______ that cost you
_______ and save you ________.
· The #1 Key To ________ … An Absolute Must For Any _______
… Especially You!
Agony Ads:
➢ Vocalize the problem and give them a reason why
➢ Offer your target market a reason for the problem
➢ Includes strong call-to- action
➢ Starts off with a question because people often feel the need to
answer the question (Optional)
Below is an example of an Agony Ad:
Following is an exercise that can help you create awesome Agony ads:
➢ Find the Biggest Pain of your target audience.
➢ Find the reason why they are facing this pain.
➢ Find out the ways to achieve the Desired Outcome
Warning Ads:
➢ Starts off with a warning NOT to do something.
➢ Focuses a major pain in your target market
➢ Offers a benefit to your target market
➢ Includes strong call-to-action
Following is an exercise that can help you create awesome Warning ads:
BONUS Tips to Elevate Your Marketing
Strategy
Tip #1) Telemarketing Tips: How to Become a Pro Overnight
Once you start getting leads from your social media marketing campaign,
the next step is to fix appointments with your prospective clients. But without
the right telemarketing strategy, you won’t be able to do it.
For example, let’s assume your company is facing this scenario. You
have a lead and you pass it to Salesperson A. But Salesperson A is unable to
fix the appointment. So, you pass the same lead to Salesperson B and he is
able to fix the appointment.
Is it just luck? Or is it because the Salesperson B sounded nicer or
sexier? The real reason behind Salesperson B’s success is that he’s equipped
with the right telemarketing strategy.
From fixing appointment until the customer buys your product or
services, there are four types of rejections that you may face:
· Can’t fix an appointment with anyone.
· Fixed the appointment but the person didn’t come.
· The person came but he/she doesn’t listen.
· The person listened but doesn’t buy from you.
Let’s solve the first two rejections through telemarketing. When you call
a person to fix an appointment, make sure that your objective is very clear,
which means you want to fix an appointment.
So, when you call someone for an appointment, stick to a one-minute
pitch only. Within that time frame, introduce yourself, introduce your
company, and try to fix an appointment.
Don’t chat too much about your product and avoid sharing excess
information. It’s just like you ask someone to go out on a movie date and
reveal the entire story and plot on phone. Of course! The result would be a
rejection.
The second strategy is not to use terms like “Do you want or don’t want
to meet up with me?” or “Are you free?” Do not ask such redundant
questions or else you’ll get rejections only.
Always ask the right questions. You can use the strategy called 2
CHOOSE 1. If you want to fix an appointment with someone after pitching
your product, you can ask the following questions:
· Would you be free on Wednesday or Friday?
· Would you be free at 2 pm or 5 pm?
· Would you be free at lunch or dinner?
Humans, by nature, are lazy. When they are lazy, they love multiple
choices. For, example, when you go out with someone to eat, offer them
choices like western or Japanese. If you don’t offer them choices, it will show
your indecisiveness. When you offer someone multiple choices, they’ll feel
very comfortable.
When it comes to telemarketing strategy, you need to keep in mind the
following 4 C’s:
Control: Always control the conversation. Know your objective, which is
to fix the appointment. Make sure that within that one-minute pitch, you
control the conversation, you give the person 2 CHOOSE 1, and let the
person come out.
Comfortable: Make sure the person feels comfortable while talking to
you. You shouldn’t sound like a boring, irritating, or grieving person.
Courage: When it comes to fixing an appointment, go straight to the
point. Don’t be scared of rejection. Just make your point clear and be
straight forward.
Confident: You must feel and sound confident when talking on the
phone. This is how you’ll control the conversation.
So, make sure to follow all these 4 C’s when you fix an appointment on
the phone.
Tonality
There are two kinds of tonality, which can make people keen to meet up
with you:
Genuine tonality:
It means you sound very genuine and authentic.
Excited tonality:
It means you sound very excited and amusing.
➢ They love deals/specials since they are savvy with their money and
want to feel classy.
➢ They work and play hard and deserve something special to finish
their day.
Following are the motivations for Baby Boomers:
➢ They enjoy dining before the crowds arrive since they have
flexibility in their schedules.
➢ They love to try new versions of the same foods.
Connect with them instantly: Once you get their attention, reward
them for stopping. It’s your chance to communicate your key
message in an inspiring way that will make them glad that they
stopped.
Inspire them to act: Once you get their attention, it’s your chance to
close the deal. Tell them what’s in it for them, what the benefit is, so
they’ll take the desired action.
Drive Direct Sales with Your FB Videos: Videos are a great way to
showcase your products and drive sales. To maximize the video
effect, consider the following:
Edit Long Form Content Into Bitesized Assets: Often we have high
quality video content that we can repurpose for News Feed. In our
example from Marks and Spencer below, we see how they took their
TVC and edited it into ‘bite-sized' chunks for their UK Instagram
campaign.
[SIGNATURE]
The details are on the access page just below the [DOWNLOAD,
VIDEO, ETC.], so make sure you check it out when you get there:
[LINK]
------------------------------
EXAMPLE EMAIL
------------------------------
Hello ~Contact.FirstName~,
As the Director of 1 Heart Agency Pte Ltd, I’m privileged to work with
some of the best and brightest marketers on planet Earth.
So again, if your goal is to grow your team and your sales, you’ve come
to the right place.
Thanks again for investing in your team. You’re clearly one of the good
ones…
Talk soon,
James Soh
Founder & Director, Renopedia, 1 Heart Agency Pte Ltd
Since you indicated in the registration form that you’re already managing
a fairly sizable marketing team, you actually qualify for some complimentary
1-on-1 help from me and my team.
The details are on the access page just below the training video, so make
sure you check it out when you get there:
LINK
------------------------------
END EXAMPLE EMAIL
------------------------------
**********
Email #2 – Send 15 minutes after requesting resource
**********
Hi [FIRST NAME],
If you don’t have any questions, that’s OK. It’s still early.
And if nothing else, just reply to this email and say, “Hi.”
YES, I’m a real person, and your reply to this email will go directly to
me. ☺
Talk soon,
[REP NAME]
[REP TITLE]
[REP PHONE NUMBER]
[REP SOCIAL INFO]
P.S. Just out of curiosity, what prompted you to download the “[LEAD
MAGNET OR RESOURCE NAME]” in the first place?
*********
Email #3 – 2 Days After Initial Opt-In
*********
I just wanted to check back in and see how you’re progressing with the "
[LEAD MAGNET OR RESOURCE NAME].”
Or, if you’re busy and you just want me to leave you the heck alone, you
can tell me that, too, and I promise I won’t be offended. ☺
Talk soon,
[REP NAME]
[REP TITLE]
[REP PHONE NUMBER]
[REP SOCIAL INFO]
P.S. If you are stuck (or if you just don’t want to spend the time going
through the "[LEAD MAGNET OR RESOURCE NAME]” by yourself),
I’m happy to help you get your complimentary strategy session scheduled.
In less than 30 minutes, we can [DESCRIBE THE RESULT OR
AFTER FROM ATTENDING A STRATEGY SESSION, DEMO,
CONSULTING CALL, ETC.].
It’s faster and requires way less work on your part, so if you’re interested,
just reply and let me know.
*********
Email #4 – 8 Days After Initial Opt-In
*********
Talk soon,
[REP NAME]
[REP TITLE]
[REP PHONE NUMBER]
[REP SOCIAL INFO]
*********
Email #5 – 10 Days After Initial Opt-In
*********
SUBJECT: Just checking in
Hey [FIRST NAME],
I’m sorry we didn’t get the chance to connect concerning your "[LEAD
MAGNET OR RESOURCE NAME].”
Talk soon,
[REP NAME]
[REP TITLE]
[REP PHONE NUMBER]
[REP SOCIAL INFO]
How to determine what kind of element you are? There are two schools
of thought. One is based on your BaZi. The other one is based on what you
do (your job). For example, if you’re the first son, you’re a wood element.
All first sons are wood elements. All second sons are water elements. All
third sons are earth elements.
So, based on your status, if you’re the first son, you’re a wood element at
home. But at work, if you’re the boss, you’re a metal element.
The Ba Zi school of thought has only been around for 900 years. But, the
other school of thought based on what you do (your job) has been around for
over 8000 years.
When it comes to Facebook, your profile photo holds significance. But
some creative profile photos violate certain Feng Shui rules. For example,
some people put their portrait or profile photos with their back facing front. It
creates a negative effect.
According to Feng Shui, if someone is standing with his back facing you,
it means that person is leaving you. So, avoid posting these kinds of profile
photos. Always post profile pictures that clearly show your face.
Some people put their profile pictures with terrible backgrounds, for
example, construction sites, ship-wrecks, etc. All these create negative
effects. Although these photos may appear cool to you, avoid posting them
on Facebook or Instagram. Just store them in your phone.
When it comes to your FB business page, a lot of people put their
company names or logos in small letters. According to Feng Shui, it’s a grave
mistake. Always write your company’s name in capital letters, for example,
SONY, BOMBAY SAPHIRE, RENOPEDIA.
A lot of people use animal photos in their company logos as they believe
it will bring animal elements. But not all animals have elements. According
to Feng Shui, only 12 animals that appear in the zodiac have elements.
Each person possesses certain elements. So, try to use the animal photos
in your company logo according to your element and make sure not to clash
the elements. If you don’t understand the 12 animal zodiac elements, avoid
using any animal photos in your logo.
Before posting your product photos on Facebook, there are certain rules
you need to follow when you do the photo-shoots of your products. If you
don’t know or understand your elements, simply use white backgrounds.
For example, if your company creates beauty products, these products are
fire elements. You can safely use a white background. If your product is an
air conditioner, the product is a wood element. So, a forest background would
be suitable for this product.
If your product is a camera, it’s a fire element. So, don’t use mountains as
the background since it’s an earth element. According to Feng Shui, fire
produces earth. If you use mountains as background, you’re actually giving
away your profits.
So, if you feel curious to know about your industry or what product suits
you or what are your elements, please consult any Feng Shui expert. For your
social media marketing, try to blend in certain Feng Shui elements to help
boost your business.
Bonus Notes: Facebook/Instagram Ads 3
Steps Guide
FB Lesson 1: Social Media Management and Terminologies
1. Steps to gain access to a Facebook page:
Step 1: Make sure your client's account is already a page admin & add
them as friend.
Step 2: Using your client's account (or ask them to) go page & click
settings.
Step 3: Select 'Page Roles' & enter your name in the blank box &
select ' admin' in the dropdown box.
Note: The admin should have full access of the page; the other roles have
restricted access. The only other acceptable role is 'Editor' - can do everything
but cannot add people to new roles. So, at least one person needs to be admin.
2. Steps to gain access to Ad Account
Ad Account is where you create advertisements different from Facebook
page. Do note that every Facebook personal account has its own ad account
attached to it. So, in cases where the clients businesses don't have ad account,
they can use their personal one and add you inside.
Step 1: Using your client's account, click this dropdown arrow as
shown & go to 'Manage Ads'.
Step 2: Once enter, click the 3 lines icon on the top left & click
'Settings'.
Step 3: Click 'Add People' & type your name, select 'admin' for full
access as well. Other acceptable role is 'Advertiser' - but cannot add
people.
Different types of FB campaigns:
1. POST ENGAGEMENT: Objective is to gain like, share, comment,
and let as many people see as possible AKA brand awareness - to basically
engage with the audience. It is like a normal post but boosted with $$$.
It can be either used to showcase brand products or promotional like for
an event, or even a giveaway contest. Sign Ups & Leads aren’t guaranteed.
2. Lead Generation: The objective is to gain sign ups & leads. It is an ad
with an inbuilt Facebook form that pops up instantly after clicking the 'Call
To Action' button, so it's easy & convenient to attract sign ups. Ad creative
type can be Single Image, Carousel or Video.
Do note that usually when you do "Single Image" for leads ads, you
usually need to do in 3 different sizes to best optimize to different ad
placements.
Also note that there are different types of 'Call To Action' buttons that
you can use to fit to the ad as well.
➢ Conversion tracking
➢ Facebook retargeting
➢ Create lookalike audiences