Opis: The Like Economy - Brian Carter

The #1 Plan for Profiting from Facebook: Now Updated with New Tools, Techniques, & Strategies! Brian Carter's complete, step-by-step Facebook sales and marketing plan has helped thousands of companies supercharge their online sales and profits. Now, he's completely updated it to reflect new Facebook features and tools, share all-new examples and experiences, and deliver actionable new insights about Facebook's users...your customers! Carter focuses on techniques proven to pay off and steers you away from expensive techniques that no longer work. You'll discover today's best ways to attract more prospects at lower cost, convert more of them into profitable buyers, repel "brand-bashers," and attract fans who'll help you sell. This is a book for doers, not talkers: entrepreneurs and marketers who want results, fast! * Compare Facebook's five routes to profit, and choose your best strategies * Craft a Facebook program that reflects your unique offerings and customers * Avoid eight key mistakes that kill Facebook profitability * Continuously optimize your presence to reflect your experience and performance * Sell the dream: Go beyond benefits to arouse your fans' desires * Attract super-affordable, targeted visitors and fans with Facebook ads * Deepen engagement by applying new insights about Facebook users * Improve branding, positioning, and customer service along with revenue * Master 13 proven influence tactics for transforming casual visitors into buyers * Employ time-tested sales tactics, including testimonials and upselling * Build a community you can translate into profits * Create a cost-effective B2B marketing program that worksIntroduction 1 Chapter 1 The Like Effect: The Power of Positive Marketing 3 Likes Decrease Costs and Increase Profits 4 Likes Increase Sales 5 Likes Give You Control of the Customer Conversation 5 Likes Prove People Are Paying Attention 6 Likes Solidify Loyalty 7 Likes Create Evangelistic Customers 8 There's No Dislike Button 8 Can You Do Fear-Based Marketing on Facebook? 9 Google "Likes" the Like Button 10 Facebook Is About Passions and Interests 10 How Often Do Facebookers Like Things? 11 Facebook Users Are More Trusting 12 Facebook Groups: Off-the-Charts Positivity 12 Facebook Page Brag Boards 13 Easy Testimonials 14 Emotions on Facebook Are Contagious 14 Gross National Happiness 15 Chapter 2 You Can't Tell a Facebook by its Cover: The Case for Facebook Marketing 17 Why Facebook Marketing Is So Important 19 Facebook Is the Biggest Thing Since Google and Might Be Bigger Than Google 19 The Facebook Ad Platform Is the Most Powerful Marketing Tool in History 21 Google Dooms You to Price Wars, Whereas Facebook Creates Loyalty and Increases Your Value 21 Are Facebook Fans the New Email Subscribers? 22 Facebook Is Heir to the Browsing Empire Yahoo! Lost 22 Myths and Misconceptions About Facebook for Business 23 Social Media Users Don't Buy Products 24 Social Media Users Don't Buy Soon Enough and the Sales Cycle Is Too Long 28 Twitter Is the Only Social Media Channel Worth Using? 30 Facebook Is Just for College Students/Kids? 33 People Don't Click On Ads? 35 Who Harbors These Misconceptions and Why? 36 Some Businesses Profit on Facebook, and Some Don't 36 Common Mistakes 37 Success Stories 37 Here's What Facebook Marketing Successes and Failures Do Differently 38 Facebook's Strengths: Advantages for Your Business 38 Chapter 3 FaceFirst: How Facebook Fits into Your Business and Other Marketing Efforts 41 How Is Social Media Supposedly Changing Business? 42 Conversation 42 Transparency, Honesty, and Trust 44 Availability and Responsiveness 45 Marketing 46 Evaluating Social Media Experts 47 What Businesses That Profit from Facebook Do 48 Can Facebook Change Your Business? 48 How Can Facebook Fit In to Businesses in Different Ways? 48 How Do You Synch Up Your Other Marketing Efforts with Your Facebook Campaigns? 49 Facebook + Print, Web, and Email 49 Facebook + Google Marketing 50 Facebook + PR 51 Facebook + Email Marketing 51 Facebook + TV 52 Facebook for Radio Station Promotion 52 Chapter 4 FaceBucks: Five Ways Businesses Achieve Profits with Facebook 55 How Facebook Advertising Helps All Five Revenue Models 56 Reaching Potential Buyers 56 Positive Alignment 57 Cheap Clicks, Cheap Fans, and Profits 57 Should You Try Facebook Marketing Without Fans First? 58 Five Facebook Revenue Strategies 59 Strategy #1: Advertising Direct to e-Commerce 59 Strategy #2: Advertising and Email Marketing 60 Strategy #3: Fan Marketing for e-Commerce 64 Strategy #4: Fans for Blogging and Advertising Revenue 66 Strategy #5: Fans and Affiliate Marketing 68 Chapter 5 How Not to Fall on Your Face: Eight Mistakes That Block Facebook Profitability 71 1. Is Your Business Viable Online? Is Profitability Likely? 72 The New Online Business 72 The Successful Online Business Now Testing Facebook Marketing 76 Figuring Out Facebook Marketing Profitability 77 2. Do You Have the Facts? Are You Looking at Them? 78 3. Are You Making It Easy for Them to Buy? 78 The 1% Rule: Only 1% Of People Will Do What You Ask Them to Do Online 79 The Effect of the 1% Rule on Internet Sales Processes 80 4. Are You Making Them Care? 80 Why Should They Care? 80 WIIFM? 81 Incentives 81 Facebook-Specific Landing Pages on Your Website 82 5. Do You Have the Right Fans? 82 6. Are You Reaching Enough of Them? 83 7. Are You Reaching Them Repeatedly? 84 8. Are You Warming Them Up? 85 Start with Generosity 85 Warming It Up on the Web 85 Warming It Up on Facebook 86 Chapter 6 Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization 87 How Digital Marketing Is Shifting Marketing Cultures 88 The Five Steps of Optimization 88 Step One: Establish One Clear Goal 92 Facebook Marketing Goals 92 Prioritizing Goals and Reconciling Conflicts 93 Step Two: Quantify the Goal with a Key Metric 94 Balancing Metrics 95 Estimating the Likelihood of Success 96 Tracking 96 Facebook Marketing Metrics 96 Step Three: Look at Where You're Starting 98 Resources 98 Obstacles 98 Capabilities 100 Step Four: Choose Tactics to Test 100 Ad Copy Tests 100 Ad Image Tests 101 Facebook Post Tests 101 Testing Post Types 102 Landing Pages 103 Step Five: Optimize Based on Results 103 Chapter 7 Selling the Dream: Going Beyond Benefits to Arouse Your Fans' Desire for What You Offer 105 Cure the "Me Me Me" Epidemic 106 Use Your Customer's Language 106 Who Is Your Customer? 107 Why You Are Never the Best Example of Your Target Customer 109 Don't Get Obsessed with Art 109 Measure Results and Adjust Your Course to Improve 110 Facebook Is Their Playground, Not Yours 110 Do Pushy Sales Messages Turn People Off? 111 Facebook Is Like a Conference: How Do You Sell at a Conference? 111 Sales Is a Journey of Four Steps 112 What Is AIDA? 112 "Hot Donuts Now" 112 "I'm on a Horse" 113 Social Media Selling Is So Romantic 113 How AIDA Works on Facebook 114 How to "Sell the Dream" 115 The Desire Phase Is Critical in Fan Marketing 115 The Features Versus the Benefits 115 The Benefits Versus the Customer's Dream 116 Examples of Selling the Dream 117 12 Things People Dream About 119 How to Figure Out Your Customer's Dream 120 How to Get Fans Thinking and Talking About the Dream 121 Chapter 8 Putting Your Best Face Forward: Setting Up Your Facebook Page to Get More Fans and Sales 123 Pages, Groups, and Profiles: The Mad, Mad World of Facebook 124 Other Facebook Opportunities 128 Can You Market with a Personal Profile? 128 What's Better, Pages or Groups? 128 Understanding Admins for Pages and Groups 130 How Do Pages and Groups Work Together? 131 Why Are Facebook Groups So Powerful? 132 Critical Mistakes to Avoid in Page Setup 133 What to Put in Your Page's Cover Photo 133 How to Get a Vanity URL (Username) 134 Are Custom Tabs Overhyped? 134 Most People Never See Your Tabs 135 Why Most People Will Never See Your Tabs 135 Chapter 9 The Face of Advertising: How to Capitalize on the Most Powerful Marketing Tool 137 Why Facebook Advertising Is Critically Important 138 Comparing Google Search Marketing with Facebook Marketing 139 How Ready Are They to Buy Now? 139 Cost of Permission Marketing 139 Facebook Ads for Different-Sized Businesses 140 Mistakes and Misconceptions 141 How to Do Facebook Advertising 142 1. Analyze Your Business and Customers 143 2. Target Your Audiences 145 3. Create Your Advertisements 150 4. Optimizing Your Campaigns and Ads 162 Advertising to Existing Fans 169 How to Be a (Boring) Rock Star for Just $30 per Month 170 Chapter 10 FaceHook: Capturing Qualified Prospects as Fans and Group Members 173 Why Fan Marketing Can Be So Profitable 174 Paid Media Versus Owned Media on Google 174 Paid Media Versus Owned Media on Facebook 174 Unwise Ways to Get Fans 176 The Contest and Giveaway Trap 176 Buying Fans from Companies That Get Fans for You 177 Marketing 101: Targeting and Return on Investment 177 Wrong Fans? Bad Return on Investment 178 A Few Fan Growth Campaign Case Studies 180 How to Get Low Cost, Targeted Fans 182 The Best Ad Settings for Affordable Fan Acquisition 183 Target-Ad Consistency: Tightly Grouping Targets with Image and Message 183 An Alternative Targeting Approach 184 No-Brainer Marketing: Simplicity Gets Results 184 Ad Copy Formulas 185 Ad Copy Grammar, Punctuation, and Capitalization 185 How to Choose Images for Fan Acquisition Ads 185 The Key Metric for Fan Generation and How to Find It 186 Notes on Business-to-Business Fan Acquisition 190 Business-to-Business Fan Generation Advertising Tips 190 Chapter 11 Talking Till You're Blue in the Face: How to Get More Likes and Comments 193 The Surprising Truth About How People Use Facebook 194 Your Fans See the People and Pages They Interact With 195 The Average Page's Posts Are Seen by Less Than 10% of Its Fans 195 The Mysterious EdgeRank Algorithm 197 Post Metrics and Benchmarks 198 Reach 199 Engaged Users 199 People Talking About This (PTAT) 199 Feedback Rate 200 Reach/Fan Count = Visibility 200 Feedback Rate's Effect on Reach 200 Are Some of Your Fans Unreachable Forever? 201 Dancing on the EdgeRank: Increasing Response and Visibility 201 What the Heck Is Web 2.0? 201 Leading the Community You Create 203 Facebook Users Are Bored: Entertain Them! 203 Formulas for Posts 204 Incorporating Selling the Dream 207 Learning from Your Previous Posts 209 Engagement Milestones 210 Guiding Your Community 211 Balancing Engagement and Selling Types of Posts 212 Ratio and Frequency 213 Ideas for Posting 214 Feedback Rate and Sales Posts 215 Chapter 12 FaceMessage: Achieving Other Corporate Goals on Facebook 217 Nonrevenue-Oriented Facebook Goals 218 Branding and Positioning 219 Customer Service 221 Public Relations 222 Journalistic Best Practices for Interaction 226 Chapter 13 Face-alytics: Analyzing Your Facebook Results 229 Which Web Analytics Package Should You Use? 230 Google Analytics Overview 231 Taking Analytics with a Grain of Salt 233 The Untrackables 234 Uneven Accountability 236 Last-Click Bias 237 Inconsistencies and Inaccuracies 237 Tracking Facebook Visitors with Google Analytics 238 Tracking Visitors from Facebook Posts 240 Tracking Visitors from Facebook Ads 241 How to Get Advanced Facebook Page Insights 243 1. How Often Should You Post on Your Facebook Page? 243 2. What If the Demographics of Your Most Engaged Fans Are Different from Your Average Fan? 244 3. What Types of Posts and Post Content Get You the Best Feedback Rates? Which Get the Worst? 244 4. What's the Best Time to Post to Your Fans? 244 5. Which Sources Get You Fans Who Will Ultimately Unlike Your Page? 245 How to Use These Tips to Get Better Results from Your Posts 246 Competitive Intelligence Analytics 246 Keyword Monitoring and Sentiment Analysis 246 Content Engagement Analysis 247 Chapter 14 Influence: 13 Tactics for Turning Browsers into Buyers 249 Sales and Influence Tactics for Increased Facebook Profits 250 Applying Influence Principles to Facebook Marketing 251 Reciprocity 251 Commitment and Consistency 258 Social Proof 260 Liking 261 Authority 262 Scarcity 263 Applying Time-Tested Sales Tactics to Facebook Marketing 265 Discounts 265 Bonuses 266 Upsells 266 Selling the Value 266 Testimonials 267 Truth and Consequences 268 Chapter 15 B2B Facebook Marketing 271 Facebook B2B Marketing Success Stories 272 InfiniGraph: Competitive Social Intelligence 272 Harrison Agate, Attorney 272 Marketo: Marketing Automation 273 Zurvita: Wellness Product Sales Through Independent Consultants 273 Comparing Facebook, Google & LinkedIn for B2B 274 Allocating B2B Advertising Funds 275 The Sales Funnel 276 Beyond Professionalism? 277 Facebook B2B Marketing Tactics 277 Whitepapers 278 Infographics 278 Memes 278 Think Outside the Box with a Ukulele 278 Ebooks 279 Facebook Advertising 279 Facebook Posts 282 Conclusion 283 Chapter 16 FaceBusiness: Seven Principles for Success 285 Harness the Power of Positive Marketing 287 Embrace the Entire Sales Funnel 288 Leverage the Facebook Advertising Platform Now 290 Map Out and Optimize Your Revenue Model 291 Know Your Customers Much More Deeply 292 Test, Track, and Optimize Your Marketing 293 Start Fascinating Conversations 294 Index 295

Szczegóły: The Like Economy - Brian Carter

Tytuł: The Like Economy
Autor: Brian Carter
Producent: Pearson
ISBN: 9780789751362
Rok produkcji: 2013
Ilość stron: 336
Oprawa: Miękka
Waga: 0.44 kg

Recenzje: The Like Economy - Brian Carter