Killer Facebook Advertising And Marketing Strategies From Franco Puetz

In our own version of A Look Back on Facebook, we had the opportunity to sit down with Franco Puetz around this time last year. He shared his take on social strategy and how he handles his campaigns. Let's look at how his predictions did, and how strategies have evolved.

ShotsOnGoalDennisYu650In our own version of A Look Back on Facebook, we had the opportunity to sit down with Franco Puetz around this time last year. He shared his take on social strategy and how he handles his campaigns. Let’s look at how his predictions did, and how strategies have evolved.

Building A Rapport With Your Audience And Making The Sale

Facebook is about driving engagement, not selling, especially complex things like mortgages. Ads are a way to drive conversion. The biggest mistake is going for quick sales without providing what people actually need, or without them being aware that they’ve received it.

For a high-end purchase like a mortgage loan, building loyalty is a big deal. Once you have given users a high-value product to use and associate with your brand, conversion falls into place.

Social advertising can be hard. People aren’t on Facebook to buy — they are in it for the “social” networking. A valuable relationship must exist before selling.

Direct marketers try pushing sales immediately, but there’s value in building community first. Mortgages are a lengthy process, so the relationship harvested through social media needs to match.

When looking for return on investment, always be in front of them with relevant information, and they’ll think of you when deciding to buy. Social media is huge for the awareness portion of the process.

There’s now a wider funnel that gives the perspective of awareness, allowing capitalization and more measurement than before. Think about TV and billboard ads: Measuring them was, and still is, difficult. Now, we can attract people to us and measure it.

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Making Ads, And Audience/Engagement Growth

Want to know how to balance your efforts toward growing fans versus growing engagement, and which ads are working? Click-through rates are very important in determining the effectiveness of ads, but they don’t always correlate with conversion. It figures out if the advertising we’re pushing out is relevant to our target.

On Facebook, intent is not always expressed, so a great strategy would be to give them alternatives. Sometimes people will come to a page not looking to purchase, but they can be persuaded. Make other pages; Facebook doesn’t limit the amount you can create. The key to engagement is to keep users as close to your brand as possible, but still provide valuable content.

Email Collection — Do’s And Don’ts

Email is integral to social strategy. For example, A consumer requests to pre-qualify for a home loan but doesn’t actually go through the whole entire process to close in three to six months. An email campaign designed around each step of the closing process helps direct them on what they should do while getting ready to move.

If you’re wondering when should you collect an email versus when to make users fill out gigantic forms: If they engage with our blogs, they have the option to go ahead and opt into our emailing list and receive weekly newsletters. We never require our users to do this — the whole initiative is based on awareness in branding, not pushy sales tactics. Users do not respond well to feeling like they are being invaded by something they don’t want.

It’s fine if you let them know what they’ll be receiving ahead of time.

Testing Ads: How To Tell When They’re Dead

In Google, you’ve got a campaign that breaks into ad groups, but Facebook doesn’t have an ad group. If you have a lot of ads, You name them based on type of ad, then optimize. Mind that you can’t use the same logic used for News Feed ads and right-hand-side ads. Limit your variables and apply A/B testing theory, and go from there.