the facebook conversion formula: a blueprint for turning fans into customers
DESCRIPTION
Just having a Facebook Page is really just the beginning of building a successful social media strategy. But with the right formula you can not only engage with Fans, but generate real ROI from Facebook.TRANSCRIPT
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A Blueprint for Turning Fans into Customers
Presented By: Nathan Latka CEO, Co-founder
Nov. 14th at 1pm ET/10am PT
The Facebook Conversion Formula:
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• Founded in 2010 • Based in Blacksburg, VA • 100,000+ SMBs using platform • Seasoned Social Media Marketers
Who is Heyo?
• Drag & Drop Facebook Campaigns • Optimized for mobile and web • No coding knowledge needed • Publish directly to news feed with TCC
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Todays Agenda
• Generate more fans through relevant content that drives virality
• Turn fans into leads with engaging promotions
• Successfully close more sales via lead nurturing and pipeline management
• Do all of the above through one specific promotion
We’ll provide expert tips and tools throughout
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The Sales Process
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Identify Your Ideal Fans i. Fans
Develop the ideal user persona • Geography • Demographics
- Age, gender, etc. • Interests/Likes • Job Experience • Usage Scenario
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Relevant to your ideal fan personas and on-strategy for your business.
Content Strategy i. Fans
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i. Fans
Passive Strategy
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• Most fans interact with content in the news feed vs. on your Page. Cater your content accordingly. - Photos on Facebook Generate 53%
More Likes Than the Average Post * - Involve Customers with a Question - Gather Votes With Like vs. Share
The more likes, shares, and comments you receive, the more visible future content will be to your fans.
Encourage Content Engagement i. Fans
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How to get more relevant fans
• Offline-to-online - Use branding and signage
in-store and at events to build awareness of your Facebook page
- ‘A place to get industry tips, insider knowledge, special offers, etc.’
- Purpose is to drive prospects to Facebook and use content to engage with them and turn them into leads.
i. Fans
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Converting Facebook Fans into Leads
• Good and engaging content drives brand awareness and affinity.
– Goal is to create long-term, loyal customers
– NOT push them into a quick sale
– Wow them with value to prove your position as an industry expert
• A fan becomes a lead when they:
– Willingly provide contact information
– Sign up for your email newsletter
– Opt-in to learn more about your business.
ii. Leads
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Passive Strategy
• Post a sign-up form to your Facebook page via a 3rd party app.
– Occasionally encourage Fans to sign up to receive updates via email.
– Email is the #1 reason adults go online with 92% checking it on a regular basis (2011 Pew Internet Survey).
ii. Leads
Enter Email…
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ii. Leads
Active Strategy
• Leverage special content that requires contact information to download.
– “Fill in your name and email address and we’ll email you an exclusive case study.”
– The download can be set up through an automatic drip campaign
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ii. Leads
Active Strategy
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Lead Nurturing
• Nurturing leads makes campaigns and promotions more effective
• Provide tremendous value through content before asking for the sale. • (PDF’s, videos,
engaging tools /courses etc.)
• As Gary V. says ‘Jab, Jab, Jab, Right Hook’
iii. Customers
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Lead Nurturing iii. Customers
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Example: In-person Events
• Invite leads to a special event: • Conference/Tradeshow • Private reception • Invite-only Lecture
• This is more costly, but drives very high brand affinity. • Provides priceless F2F interaction with leads
iii. Customers
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Closing the Deal iii. Customers
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• Leverage discounts and special offers • Include additional value: • Product bundles • White glove service • Free shipping
• Create social momentum using group offers
Closing the Deal iii. Customers
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How Can Heyo Help? • Get more Facebook Fans by turning your existing ones into
your own marketing force
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How Can Heyo Help? • Turn-key solution for converting Fans into leads
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How Can Heyo Help? • Robust tools to generate more sales through Facebook
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Q + A