the facebook conversion formula: a blueprint for turning fans into customers

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:

•  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

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

The Sales Process

Identify Your Ideal Fans i. Fans

Develop the ideal user persona •  Geography •  Demographics

- Age, gender, etc. •  Interests/Likes •  Job Experience •  Usage Scenario

Relevant to your ideal fan personas and on-strategy for your business.

Content Strategy i. Fans

i. Fans

Passive Strategy

•  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

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

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

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…

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

ii. Leads

Active Strategy

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

Lead Nurturing iii. Customers

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

Closing the Deal iii. Customers

•  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

How Can Heyo Help? •  Get more Facebook Fans by turning your existing ones into

your own marketing force

How Can Heyo Help? •  Turn-key solution for converting Fans into leads

How Can Heyo Help? •  Robust tools to generate more sales through Facebook

Q + A