A Blueprint for Turning Fans into Customers

Presented By: Nathan Latka CEO, Co-founder

Nov. 26th 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

What is Heyo?

Drag and drop tool to easily build campaigns and landing pages

Grow your fanbase and email subscribers using our viral templates

Publish to Facebook, web and mobile with one click.

Todays Agenda

•  Generate more fans through relevant content that drives virality

•  Turn fans into leads with content marketing

•  Successfully close more sales via lead nurturing and pipeline management

•  Do all of the above through Facebook

Sign Up for a Free Trial

HEYO.COM/FREE 7 Day Free Trial

No Credit Card Required (or coding knowledge either!)

Access to All Premium Templates

The Social Sales Cycle

The Importance of Facebook

8.11% ��� Can you guess what social network ranks 2nd and accounts for 3.24% of all internet traffic?

of all traffic on the internet comes from Facebook*

*Source: Shareaholic, Social Media Traffic Trends October 2013

The Importance of Facebook

8.11% ���

3.24% - Pinterest

Can you guess what social network ranks 2nd and accounts for 3.24% of all internet traffic?

of all traffic on the internet comes from Facebook*

1.17% - Twitter

0.58% - StumbleUpon

0.36% - Reddit *Source: Shareaholic, Social Media Traffic Trends October 2013

Identify Your Ideal Fans i. Fans

-  Demographics - Age, gender, etc.

-  Interests/Likes -  Job Experience -  Usage Scenario -  Geography

•  Develop the ideal user persona

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

Content Strategy i. Fans

i. Fans

Setup a Like Gate

•  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

*Source: HubSpot Study of 1,545 B2B and B2C Companies in October, 2012

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

How Can Heyo Help?

•  Get more relevant Facebook Fans by turning your existing ones into your own marketing force

i. Fans

Trading Content For Contact Info

send or read email* 88% search for ‘how-to’ or DIY information* 84% pay to download and access digital content* 43%

ii. Leads

*% Of all adult internet users in the US Source: Pew Internet & American Life Project Tracking surveys (March 2000–December 2012).

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*

ii. Leads

Enter Email…

*% Of all adult internet users in the US Source: Pew Internet & American Life Project Tracking surveys (March 2000–December 2012).

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.”

–  Download can be set up through an automatic drip campaign

The Importance of Mobile

•  63% of adult cell owners use their phones to go online*

•  48% of Facebook's daily users are mobile-only*

•  20% of time spent using apps on mobile devices is with Facebook*

91% ���

of American adults ages 18+ own a cell phone.*

ii. Leads

*Source: Pew Internet & American Life Project Tracking surveys (March 2000–May 2013)

How Can Heyo Help?

•  Turn-key solution for converting Fans into leads

ii. Leads

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.

•  ‘Jab, Jab, Jab, Right Hook’

Gary V.

iii. Customers

Example Drip Campaign iii. Customers

•  Nurture prospects to a sales ready state automatically with no involvement from a marketing or sales team.

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

Making the Sale

take action and buy products online* 71%

search for information online about a service or product they are thinking of buying* 78%

iii. Customers

*% Of all adult internet users in the US Source: Pew Internet & American Life Project Tracking surveys (March 2000–December 2012).

•  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?

•  Robust tools to generate more sales through Facebook

iii. Customers

The Social Sales Cycle

Our Goal is to Help You Close Sales

Get more fans, convert more leads, and close more business

Simple drag and drop tools, no coding required.

Optimization built right in – web, mobile and Facebook friendly

World class customer care

Content and tools to help you get more out of your online marketing