Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
The same strategies working for multi-million dollar businesses are also working for entrepreneurs trying to grow their business and agencies trying to get a repeatable process for their clients. Companies like Nike, Red Bull, Rosetta Stone and other big companies use the same strategies to create Facebook marketing sequences.
The strategy is simple, using one minute videos in a 3×3 grid for $1 per day.
Each Facebook marketing sequence has a total of two 3×3 grids and 19 total videos. The reason for multiple videos is because the consumer may not resonate with the first one. The more videos the viewer sees, the higher
chance of them resonating with the particular story highlighted. If 90% of the videos fail and 10% have a home run rate, those are pretty good odds.
Anytime someone engages with you on a piece of content, they automatically are placed into the sequence. All it takes is $1 per day, for the viewer to resonate with one of 19 videos and the algorithm does the rest of the work.
A great Facebook marketer isn’t able to dive deep into the data or assemble reports. The true power of an expert Facebook marketer is in the power
of testing different ads and finding the campaigns that have the highest
conversion.
The goal of every campaign, not just on Facebook, is to test and find the standard that works. Then, use that standard to generate leads and conversions. The hardest part is creating this foundation and figuring out
what works. That’s why the 3×3 grid strategy works so well. As confusing as it may seem, it is just a strategy of running small tests with a small budget and then allocating when you find the campaign winners.
The first step in creating a killer Facebook marketing sequence is in making one minute videos, followed by assembling them into a why, how, and what bucket. Assembling these videos together leads people from a first touch all the way down to a conversion.When you think of a funnel it has different entry points. If somebody is selling a mattress, some customers may come in because of back pain, others because they can’t sleep at night or others because they need to upgrade to a bigger bed. There are varying reasons that people enter funnels and creating different videos based off of those reasons, while tying back to the brand, is the main idea behind this marketing sequence. This is called the 3×3 topic wheel.
Using the topics from the 3×3 topic wheel, there are ten video types to master.
When you find out which of these is working best, by how the audience is reacting, boost it for a dollar a day. The post that gets 15, 20, 30 thousand shares creates social proof. This is how you build a system that will be bullet proof against any change you see from Facebook.
Where most marketers really veer off path is in thinking that once a customer purchases a product, the journey ends. This couldn’t be farther from the truth. If anything, they just became the most powerful customer and the one to pay the most attention to. Giving them a good experience, like sending a t-shirt or sticker, builds a good experience for them and more inbound leads for the company.
This type of strategy isn’t an immediate turn around. It’s a long term strategy that creates a successful process and consistent income. It’s not designed to be a get rich quick scheme.
After showing customers the why, it is time to show tell them thank you.
This is called the thank you machine. This is where brand ambassadors are created. When people are impressed with a brand, they’ll talk about it. When influencers are impressed with a brand, they’ll promote it on their social pages.
This creates perceived authority.
The trick to become successful across Facebook is in creating this perceived authority and following up with it. This requires a simple content library, a basic three by three grid. Using the Fancy Hands tool, college students will find the highest authority content on Facebook, Twitter and other websites and roughly piece out what a three by three grid might look like.
When you build this and systemize it, everything can be tracked all the way to
the conversion.
Testing to see which of the 19 videos is performing the best involves
observing specific metrics. These metrics include:
- Split testing to kill audiences which drive low conversions
- Relevance score impacting key performance metrics
- Impression price rises
Each of these metrics shows how customers are reacting to videos and what videos should and shouldn’t continue to be in a campaign.
Nike, Redbull, Rosetta Stone, and other big companies are using the 3×3 grid to market their Facebook videos and increase their conversions and influence. The strategy of using one minute videos that explain why, how and what is working for companies spanning various industries. Their products may differ but the strategy getting them sales isn’t.
Create the video types that impact conversions and brand influence.