3XM

LIVE
Social Media for Photographers

YOUR SELLING MADE SIMPLE

 Agenda
9.30am: Introduction
11.15am: Break
11.30am: Kate Hopewell Smith
1pm: Lunch
3.15pm: Break
5pm: Q&A
 About Us
Jenny Johnston (O’Neill) Simon Nicholson

• Group Marketing Manager • UK Sales Manager

• Previously worked in Consumer • Previously MD @ Spicer Halfield
marketing (eircom) • Extensive experience in the
• Masters in Marketing photographic industry
Boost your Business
 The biggest problems
1. Nobody’s watching
2. Nobody Cares
 Overcoming the problems
1. Get people watching by paying to put your
content in front of them i.e. Create adverts
2. Deliver high quality, relevant content to your
target audience
 Social Media is NOT free
• Organic Reach has and is continuing to decline
• You should pay to create an advert or “boost”
a post to turn content into an advert
• Only pay for the audience you want to reach
• It doesn't cost a lot
 Making your content work
• Connect with your customers in a
real, genuine way.
• Think about the type of content your
customers are interested in – make
it about them and not “I” or “We”
• Keep text short & sweet
• Use big, beautiful, eye catching
images
• Use call-to-actions to tell people
what they should do e.g. visit our
website, call us on…. etc.
• Plan & schedule
• Respond as quickly as possible
The Good
The Bad
The Ugly ???
 Mobile is a video platform

• 2X YOY Growth in tablet &

smartphone video plays
• 8BN Video Views every
day on Facebook
• 75% of video views
happen on mobile devices
3XM Videos
Video on Facebook
DYNO Video Stats
Video on Facebook
 The death of the 20% text rule
- or not?

”We’re always looking for ways to improve the experience for people and advertisers,
which is why we’re testing a new solution that will allow ads with text to run, but
based on the amount of text in an ad’s image, the ad won’t reach as many people. We
will continue to monitor how this test impacts advertisers as well as people and will
iterate to ensure we are creating the best possible experience”.
 Social media marketing for your
business

Recognise what social media marketing

provides for your business:
• Engagement
• Interaction
• Advocacy
• Reach
• Branding
 How do I turn social fans into
customers

• Prove your value

• Start a conversation – post engaging content on your page
• Build an email list – ask for people to sign up to newsletters /
special offers etc.
• Find out what your customers really want. Send Surveys, talk to
them & most importantly listen to them!
The Social Media Experiment
Step 2 – Competitor Insights
• Monitor competitors in your
area to benchmark your
performance on Facebook
against theirs

• Add the competitors to your

“Pages to Watch” section

• Competitor number 2 had a lot

of engagement so this allowed
us to check what content was
getting viewed & shared on
their page. This made it easier
for us to decide what type of
content to post.
 Pearce Photography – Results:

Consistently drive an audience back to

Cherubs bookings
Total Spend during £60 your page or website for helpful,
experiment educational, high-quality content For the previous 3 months Nick
Number of 6 has struggled to convert his
Bookings Over time, build TRUST and AUTHORITY. Cherubs leads.
Cost per booking £10.02 You know your topic. 2 weeks into this campaign he
sent his standard Cherubs
Average order £150 x 3 letters out… he got 14
value Offer something of value in exchange bookings.
Expected Revenue £2,700 While the booking was
SELL SOMETHING to the people who attributed to the mail-shot
have been consuming your content many said they responded to
the letter having already seen
3355% ROI
some Facebook activity.
By building trust, authority and value,
you are nurturing long-term customers.
Ad Objectives
Ad Options
How do you reach your target
audience?

Wedding Photographers:
Target based on relationship
status
Ad Targeting

Use interests that are

relevant to your
target audience
Ad Targeting – newborn / baby
photographers

Baby Photographers:
Target based on parenting status
 Ad targeting options
Facebook Data Your Data
• Use Facebook interest • Use your email
targeting to find database to show ads to
relevant people people you already
• Target based on age, know
gender, location,
interests etc.
• Broad start
• Filter audience further
based on interactions
 Reach people you already know
with Custom Audiences

1. Upload your contacts to

Facebook
2. Customer info is safe &
secure
3. Create an Ad for your custom
Audience
Creating a Custom Audience
Custom Audience - Engagement
 3-1-1 rule
• 3 Soft Posts – 1 Soft Sell – 1 Hard Sell
 We love our job! Every day we get to
capture sure beauty. At the end of it all
the photos you have will keep the
memory alive. Talk to us today and let's
see if we're a good fit for you. You can
email us us info@123.com or call us on
01 1234567

Today we're totally obsessing over

this simply beautiful cake!! If you
We love this beautifully rustic want all of your special details
ceremony backdrop. If you're captured perfectly pop us a mail or
planning your big day we'd love give us a call to discuss on 01
to be a part of it. Visit our 1234567
website for details of our
bespoke wedding packages
www.xxx.com
 Ad Example
**Competition**

Planning a wedding can be an overwhelming experience. But it

sure is one heck of an adventure.

To help make your photography experience a little bit easier

we've got 5 FREE engagement sessions to give away. This is the
perfect way to capture this exciting time in your life & learn the
tricks of how to pose like a pro.

Simply tag your other half in this post & tell us why you should
win. Winners will be announced next week.

Good Luck :)
Creating the ad
Set the budget & choose ad format
Design your advert
 The important of landing pages

• If you’re directing people to a web page it’s important that the page is
highly relevant to the advert / piece of information they’ve just
viewed
• You have 3 seconds to capture someone's attention
• Imagery is important, people are visual
• Capture data to qualify leads
• Focus on the experience
Facebook Lead Ads
Lead Ads
Lead Ad – creating a form
Creating a Lead Ad
 Canvas Ads
• Designed specifically for mobile
devices

• Fully Immersive – full screen viewing

• Showcase a lot of products &

information
 How to create a Canvas
• Navigate to Publishing Tools

• Select Canvas

• Click on CREATE

• Select Components to add

 Turning a Canvas into
an Advert
• Navigate to the Adverts Manager

• Create Advert

• Select “Clicks to Website” as the Objective

• Enter your CANVAS URL as the website address

Instagram
Instagram
 Instagram Ads
Getting started is quick and easy.
Instagram uses the same powerful advertising tools as Facebook.
You can create & set up Instagram ads in exactly the same way as for Facebook ads.
Tools for managing Instagram
 Let’s summarise
• Facebook & Instagram give you the perfect tools to
effectively target your perfect client
• Advertise on these platforms for a fraction of the cost of
traditional media & advertising
• Effectively target new & existing customers
• Use the information you have on existing clients to drive future
business
• Test, learn & make iterative improvements as you progress
• Video views are great for brand building
• Use lead ads to generate leads
• Try different call to actions to encourage people to interact with
you e.g. “get messages”, “book service” etc.
 Interactive Hour
• Create a “saved” audience
• Create a Lead Form & Lead Ad
• Schedule content
• Create a boosted post / engagement advert
 Targeting Examples by genre
Wedding: Pets:
Relationship Status – engaged Location
Female Interests – dog type / pet food
Location brands / krufts

Newborn: Boudoir:
Demographics – Parents – parent Female
of newborn children Age
Female Location
Location Interests – agent provocateur ?

Teenage / Makeover:
Demographics – Parents – parent
of teenage children
Female
Location
 Create a Saved Audience (5-10 mins)
1. 3.
Navigate to Adverts
Manager and click
audiences

2.
 Create a Lead Form & Ad (30mins)

1. Navigate to publishing
tools on your page 2. Navigate to publishing tools on your page & select lead ads forms
 Create a Lead Form
3. Create your Lead Capture
form
 Create an advert to capture leads

1. 2.
Navigate to Ads Manager
& select the lead Create your advert
generation objective Follow the onscreen
instructions
3.
Create the advert that’s
going to encourage people
to fill out your lead
capture form.

4. Select the appropriate

lead form / preview on the
right hand side.
 3. Schedule Content
• Create your own “soft sell” post
• Use buzzsumo or google to schedule some
soft content
• Link to blog article if available

• Publish 1 post / schedule the remainder

 We love our job! Every day we get to
capture sure beauty. At the end of it all
the photos you have will keep the
memory alive. Talk to us today and let's
see if we're a good fit for you. You can
email us us info@123.com or call us on
01 1234567

Today we're totally obsessing over

this simply beautiful cake!! If you
We love this beautifully rustic want all of your special details
ceremony backdrop. If you're captured perfectly pop us a mail or
planning your big day we'd love give us a call to discuss on 01
to be a part of it. Visit our 1234567
website for details of our
bespoke wedding packages
www.xxx.com
 4. Create a Boosted Post / engagement advert

1. Navigate to Ads Manager

& select the engagement
2.
objective

3. Select “use existing post”

 Reach people you already know
with Custom Audiences

1. Upload your contacts to

Facebook
2. Customer info is safe &
secure
3. Create an Ad for your custom
Audience
Creating a Custom Audience
Custom Audience - Engagement
 Custom Audiences
1. Increase page likes
 Exclude those people already
connected

You are now targeting everyone on your email list who is not currently a Fan of your Page.
You want those people!
Custom Audiences…
2. Sell / upgrade
Custom Audiences…
2. Sell / upgrade
Reach more people like your
customers
with Lookalike Audiences
• Once you create a Custom audience you can then create a ‘lookalike’ audience
to find people that are similar
• You can then create an Advert specifically to this group
• You can narrow the targeting down using location, age, gender & interests
Create lookalike audience on Facebook
Sell your services to Lookalike
audiences
Website Custom Audiences
 Remarket to website visitors
• People that have recently visited your website may be more
likely to convert
• Serve these with specific adverts to encourage them to
convert e.g. make a booking

1. Create a Website Custom

Audience (WCA)
2. Create an Advert for
your WCA
3. Measure Success
Re-Marketing
 Tracking Actions on your website
• Conversion Pixels - a piece of tracking
code gets placed in the HTML of your
website

• Once installed, the pixel allows you to

measure specific actions that occur on
your website

• You can then create adverts that are

designed to achieve specific
conversions e.g. bookings, newsletter
sign-ups, purchases etc.

• The more conversions that happen, the

better your adverts will perform

• Ad you build an audience of people that

have completed specific conversions
you can then create lookalike audiences
Create a lookalike audience from your
conversion pixel

Create lookalike audiences of people who take

particular actions on your website. E.g. made a
booking / visited a specific page etc.
 Top 10 tips
1. Create relevant, engaging content that your customers are
interested in
2. Facebook is NOT free – use it as an advertising channel
3. Start off small… when something works, spend more money
4. Remember the 3-1-1 rule: 3 soft posts: 1 soft sell: 1 hard
sell
5. Use your best images!
6. Include call-to-actions on every post
7. Test different creatives & messages… then test again!
8. Think mobile, every time.
9. Schedule content in advance
10. Use video!