Enrico Marchetto, an expert in the digital marketing sector, explains how to use Facebook to sell.

Today we present Enrico Marchetto, one of the four speakers present on Thursday 6 October at the Internet Festival, who during the panel “Making the company competitive thanks to digital marketing: strategies and tools”, will talk about how to identify the correct strategy for using Facebook as an important tool in the sales process.

Who is Enrico Marchetto and what does he do?

41 years old, Veneto of origin but Trieste by adoption for 20 years. I deal with marketing. Someone would say "web" marketing. But marketing cannot be so segregated nowadays. With 3 other partners, I have a consultancy agency called Noiza and in the last 4 years I have dedicated a lot to the study of Facebook and the conversion/sales strategy, specifically using this social network.

What will you talk about at the Internet Festival?

I am talking about strategy. In this case associated with Facebook -  beginning by working on very trivial questions, like: “why did you open a Facebook profile?” When I ask this question to entrepreneurs or marketing managers I often receive the classic tautological answer “I joined Facebook because ... I joined Facebook”, or the wonderful “I joined Facebook because my competitor is there”. Being on Facebook is not a strategy. Facebook is a channel for declining your strategy. First you have to ask yourself the key question: “What is my goal?” Selling? Acquiring prospects? Triggering awareness? Only when we define these points can we then understand if and how Facebook can help us.

Summing up: I'll talk about asking the right questions.

You have made your mantra “sustainable communication strategy”. What do you mean exactly by the term “sustainable”?

Yes, to tell the truth, it was a mantra of mine a few years ago, but I'm not afraid of changing my mind and now I find it inadequate for the times. The sense was: are you a company? OK, design your communication in a sustainable way by first aiming at the smart management of your resources and your commitment. In the end, however, I realized that it was a “cool” approach, but not suitable for the serious situation of Italian companies like the current one. And when I talk about serious I’m not talking about the crisis, I'm talking about failed online strategies, which are obsolete and not at all mindful.

You have been appointed president of Trieste Città Digitale. What are the differences in communication between public and private?

In Italy, traditionally, we have always placed insurmountable barriers between the two worlds in terms of communication. So we often want to see big differences even when they are not there.

But in recent times things have been improving so much that we often hear about “marketing the PA”. In the end, if you think about it, PA has as an objective one of the most exciting “conversions” in nature: the use of a public service. And when you apply what you have learned in the corporate web marketing world, orientating it to the citizens and it works ... well, that’s the greatest satisfaction.

If you had € 10,000 to spend online, how would you sub-divide it?

Here is another of my mantras: always answer “it depends”. Which is the perfect answer of the “smart alec”. But it is the key to everything. In the end, believe me, dealing with web marketing is not difficult, in the sense that operating openly is certainly more complex. The problem lies in the quantity of variables to be managed that are infinite.

So, on those 10,000 I answer, “it depends” on the target, the market, on my previous experiences, on dozens of variables in fact. Of course, one thing certain is that I’d spend a part in tests.

How can one measure the effectiveness of one's communication?

Already the idea that we introduce a verb like “measure” is a good thing, since it is not banal. Only when you measure you must find a correct metric. The measurement comes naturally, if you have set the overall goals well. Here is one thing I would like to recommend because I often notice that it is neglected: the constant relationship between the measurement of the short period and the verification in the macro-period. I can give a classic example that comes from my story. I fell in love with a lead campaign because it was doing very well by acquiring complete master data on Facebook at a very low cost. In the long run, however, these leads turned out to be totally inactive, sort of inconclusive zombies. If I’d been less enthusiastic and had refined the collection with a long-term perspective I would have had much better results.

What is the secret of the success of a content marketing strategy today?

Eh, content marketing today is a real problem of competences. Making content today is an activity with a high level of responsibility. You have to reason on several fronts: SEO, for example, where you reason on your content to catalyze organic interest in direct demand, on the social front because then that content will be set out on Facebook and maybe will be sponsored to bring target  traffic to your page. When you have target traffic, you can track it and on that traffic you can do remarketing. The better you do it, the more you sell. Moral of the story: the content is really everything, but we have to deal with it strategically, and to do that takes plenty of skills. That’s the secret: create the competence.

What are the best retargeting techniques in your opinion?

Of all the strategic system, the retargeting phase is the most delicate phase because, as I call it, it is the “ecological” phase of the sales cycle. Why “ecological”? Because if you go to restimulate in a painstaking way an audience that has seen your product, for a certain duration, and keep on going back several times, well, then it means that you are proposing something interesting to someone. And this generates the least possible disturbance, the least pollution, an ecological approach, we can say. There are no “best techniques” of remarketing, there is only great care in analyzing the behavior of those who are following your brand, your content marketing activities, your products.

With the Adblock phenomenon, do you think that investments in online advertising will decrease or will simply be diverted more towards other advertising services?

No, not at all, look, I have a very naive approach to these issues: I simply think that those who install AdBlock would never be a possible advertising target anyway.

Today, are there marketing strategies that can do without advertising?

Of course, I think that the current problem is just that there are too many strategies that are doing without advertising. Due to a kind of prejudice, ignorance, “superstition”.

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