Onboarding

This will give you the full understanding of what you need to do to onboard a client on Facebook / Instagram. In Summary the client owns all assets related to their business through their business manager, and then they will delegate us access by inviting us as a partner to access their assets. DO NOT create any assets below for the client on the Thrasker or your personal account.

Here is a list of all of the assets that we will need:

  • Facebook Page
  • Instagram Page
  • Ad Account
  • Pixel
  • Domains
  • Lead Access

Thrasker Facebook Partner ID: 650797712277182

Step-By-Step

  1. Get the client on a google meet.
  2. Have the client navigate to : https://business.facebook.com/settings/
  3. Check to see if the client already has a pre-existing business manager account. If they do, great continue using that one, if not create a new account.
  4. Check to see if the client already has a pre-existing Facebook page. If they do, add the page on their business manager account.
  5. Check to see if the client already has a pre-existing Instagram. If they do, then you need to add the instagram to the FBMA. If not then have the client create the instagram account first.

Question Bank

Client Specifics

  • Business Owners name
  • Who is the primary point of contactat your company?
  • What is the primary point of contacts phone number?
  • What is the primary point of contacts email?
  • What phone number may we use in our advertising efforts?
  • What email may we use in our advertising efforts?
  • Do you have a Facebook Business Page set up? If "yes", who is the Facebook Business Page Owner?
  • Do you have a GMB (Google My Business) set up?
  • What is your monthly ad spend budget ? (Minimum is $1,000 per stream/Month)
  • Where is the business located?
  • What is your website URL?
  • What is your unique value proposition?
  • Are you currently performing any other marketing strategies besides Thrasker? (SEO, mailers, third party companies)
  • Is your company active on social media? Please provide us the handles.
  • Have you attempted digital marketing prior to signing with Thrasker? (Running Facebook or Google Ads yourself or with another company)
  • How do people find out about your business currently?

Product / Service Specifics

  • If you were a customer what challengges do you think will come up as you try to purchase the product/service?
  • What are the features/benefits of buying these products?
  • What problem does your product/service solve?
  • What are the common objections from customers?
  • Which type of service takes priority over all others?
  • What product takes priorti yover all the others?
  • Do you have a CRM?

Campaign Specifics

  • What are your short-term goals? Long-term goals?
  • Who is your target audience? (demographics, interests ...)
  • What is your customer acquisition cost?
  • What percentage of your leads convert into sales?
  • What is a client's average LTV (lifetame value) to you?
  • What is the annual value of a client to you?
  • What keywords would you like ot target?
  • Do you have any geographci targeting preferences? (Specific area or miles radius from your business)
  • Have you identified any negative keywords you want to exclude from the campaign?
  • What ad scheduling preferences do you have?
  • What communication tone resonates with your customers?
  • What is your preferred form of contact? (Call / Mail/ FB Messenger)
  • Are there any promotions / incentives that encourage people to use your services? (free consultation, discounts, ...)
  • On average, how long does it take you to convert a lead from the first point of contact?

Competitor Specifics

  • Who are your top biggest competitors? List them in order
  • What are your competitors greatest strengths?
  • What are the current trends and innovations in the industry
  • What products or services do they offer? and how do they differ from yours?
  • Who is your competitors target audience? Are they targetting a different customer base than you?
  • How are they perceived by their customers? What do their customers like about them? and what do they dislike?
  • What sets your product/service apart from competitors?
  • What do you do different than your competitors?

Research

Website

  • Google Analytics: Google Analytics is a free web analytics tool that provides valuable insights into website traffic, user behavior, and engagement. It can help you identify issues with website performance and user experience.
  • Google PageSpeed Insights: Google PageSpeed Insights is a free tool that analyzes website speed and performance. It provides recommendations for improving page load times and user experience.
  • Responsively.app: a testing tool that allows you to test your website on multiple browsers, devices, and operating systems. It can help you identify compatibility issues and ensure that your website works seamlessly across all platforms.
  • Hotjar: Hotjar is a paid tool that provides heatmaps, session recordings, and other user behavior insights. It can help you identify areas of the website that are not being used effectively and optimize the user experience. We have a subscription to Hotjar and this tool needs to be installed into the website prior to use.
  • W3C Markup Validator: The W3C Markup Validator is a free tool that checks website code for errors and issues. It can help you ensure that your website code is valid and adheres to web standards.
  • Google Search Console: Google Search Console is a free tool that provides insights into website performance in Google search results. It can help you identify issues with website indexing, crawl errors, and mobile usability.

By using these resources when testing a website prior to sending marketing to it, you can identify and resolve any issues that may negatively impact the user experience or website performance, ensuring that your marketing efforts are successful.

Step-by-step:

Here is a step-by-step guide on how to conduct website research prior to beginning a marketing campaign for a client:

  1. Understand the Business: Before conducting website research, you need to understand the client's business, industry, and target audience. Research the client's history, mission, and values to gain a clear understanding of their business objectives and messaging.
  2. Analyze Website Traffic: Use tools like Google Analytics to analyze the client's website traffic. Look at the number of visitors, bounce rate, and engagement metrics to identify areas of the site that may need improvement.
  3. Evaluate Site Content: Evaluate the quality and relevance of the client's website content. Review the messaging, tone, and language to ensure it aligns with the client's brand and target audience.
  4. Conduct Competitor Analysis: Research the client's competitors to gain insight into their marketing strategies and tactics. Identify areas where the client can differentiate themselves and improve their messaging.
  5. Check Technical Aspects: Check for technical aspects such as page speed, mobile-friendliness, and site security to ensure the website is user-friendly and optimized for search engines.
  6. Assess User Experience: Assess the user experience of the website. Look at navigation, layout, and ease of use to identify areas where improvements can be made.
  7. Identify Opportunities: Identify opportunities for improvement in website design, content, and user experience. Create a plan of action to address these areas and improve the overall effectiveness of the client's website.

By following these steps, you can conduct a thorough website research analysis that will provide valuable insights for creating an effective marketing campaign for your client.

Audience Research

Ad Creatives Research

Assets

Here are some places you can find creative visual inspiration for Facebook ad purposes:

  • Facebook Ads Library: This is a free tool provided by Facebook that allows you to view active and inactive Facebook ads from any advertiser. It can be a great source of inspiration to see what your competitors are doing and what kind of visuals are working in your industry.
  • Pinterest: Pinterest is a great platform to find inspiration for visual content. You can search for specific keywords related to your business and see what kind of visuals are popular and resonating with users.
  • Behance: Behance is a platform where creative professionals showcase their work. It's a great place to find inspiration for visual design and get a sense of the latest trends in the industry.
  • Dribbble: Dribbble is another platform that showcases the work of designers, illustrators, and other creatives. It's a great place to find inspiration for visual design and get a sense of the latest trends in the industry.
  • Canva: Canva is a design platform that offers a variety of templates and design elements to create visual content. It can be a great source of inspiration to see what kind of designs and visuals are popular and effective for Facebook ads.
  • Instagram: Instagram is a visual platform, and it can be a great source of inspiration for visual content. You can follow accounts related to your industry and see what kind of visuals are resonating with users.
  • Adobe Stock: Adobe Stock is a stock photo and video platform that offers a wide range of high-quality visuals. You can search for specific keywords related to your business and get inspiration for visual content.

What makes a “good” creative?

Here are a few things to consider when analyzing your inspiration prior to giving it to a graphic designer:

  1. Relevance: The creative should be relevant to the business, product, or service being advertised. It should speak to the target audience's interests and needs.
  2. Brand Alignment: The creative should align with the brand's values and personality. It should be consistent with the brand's messaging, colors, and overall aesthetic.
  3. Attention-Grabbing: The creative should be visually appealing and attention-grabbing. It should stand out in the user's newsfeed and capture their attention quickly.
  4. Clarity: The creative should be clear and easy to understand. The messaging should be concise, and the visuals should support the message without being too busy or distracting.
  5. Emotional Appeal: The creative should appeal to the user's emotions. It should create a sense of excitement, urgency, or curiosity that motivates the user to take action.
  6. Uniqueness: The creative should be unique and memorable. It should differentiate the brand from competitors and leave a lasting impression on the user.
  7. Call-to-Action: The creative should include a clear call-to-action that encourages the user to take the desired action, such as clicking through to a landing page or making a purchase.

By considering these factors when evaluating creative inspiration for Facebook ads, you can ensure that your ad creatives are effective, engaging, and aligned with your brand's messaging and values.

Campaign Structure

Decide on your Campaign Objective from the following:

  1. Awareness
    • Show your ads to people who are most likely to remember them, good for brand awareness and video views.
  2. Traffic
    • Send people to a destination, like your website, app or Facebook event
  3. Engagement
    • Get more video views, Page likes or event responses.
  4. Leads
    • This objective is good for: Instant Forms, Messages, Calls, Sign-ups
  5. App promotion
    • Find new people to install your app and continue using it.
  6. Sales
    • Use for Conversions, Catalog sales, or Messages
  • Click Here Here to download the Ad Copy Structure Template
  • Name campaign, ad sets and ads in the following formats
    • Campaign: TH | Phone | 4/20
    • Ad Sets: Name based off of creatives and CTA (ex. Text Video | Shop Now)
      • Reminder: clients can see these names
    • Define your target audiences based off of your research in the Ad Set Level
    • Define your ad theme for each ad so you can stay on theme while conducitng the Copy and creatives
    • Attach the designated landing page
      • Specify the landing page to each ad - should be a specific product or service page
    • Write your ad copy (see below for best practices)
    • Write your headlines (see below for best practices)
    • Write which CTA is going to best suit your ad:
      1. Apply Now
      2. Book Now
      3. Buy Tickets
      4. Call Now
      5. Contact Us
      6. Donate Now

Future

Set this up in the future:

Business Management API