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Are You Ready
for
2013?
Successful
Marketing
Moderator
Becky Ross
Marketing Manager
(303) 228-8753
bross@kpaonline.com
Presenter
Kathi Kruse
Kruse Control
(714) 251-6440
kathi@krusecontrolinc.com
Interact During the Webinar!
#DealerWeb
Becky Ross @kpaonline
krusecontrolinc.com
Are You Ready
for
2013?
@kathikruse
Successful
Marketing
What, Why and How
Just let this sink in for a minute…
Influence
“If I tell my Facebook friends about
your brand, it’s not because I like
your brand but rather because I
like my friends.”
Facebook is the most
frequently checked website
on the Internet.
• 852 million daily logins
• 25% log in 5 times a day (Ed...
Top Reasons People Like Your Page
• They’re already a fan in real life &
want to show their affiliation
• Get exclusive de...
6 Elements of Facebook
Marketing Success
1. Clear Objectives
2. Great Design
3. Solid Content Strategy (what you’re going
to post on your page)
4. Promotion Strate...
1. Clear Objectives
Successful Content
Marketing Strategy
Answer These Questions:
1. Who are YOU?
2. Who is your CUSTOMER?
3. What is your GOA...
Measurement is about more
than just results. It must tie back
to your objectives.
2. Great Design
Greet Visitors Right: Timeline Cover
What NOT To Do
Facebook’s Terms:
No Marketing
Messages
What makes a
great Timeline
cover photo?
People.
Landing Page Design
3. Solid Content Strategy
(What you’re going to post on your page)
Awesome Content Drives It All!
•Relevant
•Human
•Interested
•Helpful
•Teach, Don’t Sell
•Be Social
Solid Foundation
Define Your Strategy
•Who is my customer?
•What are their interests?
•What problems can I solve?
•What de...
Schedule Content:
Editorial Calendar
Most Valuable Content:
Your OWN!
When customers consume your
self-published content prior to
sale they have a stronger
con...
What to Post:
• Consistent with Brand?
• Self-Published
• Relevant Non-Auto Content
• Thought-Provoking Questions
• Visual...
When to Post:
• 2-3 Times/Day (Generally)
• Morning, Lunch & Early Evening
• Let the Audience Guide You
Tools to Manage Yo...
When Posting Links…
4. Promotion Strategy
(How you’re going to continually increase
your fan base)
Thumbnails, Ads & Calls to Action
Facebook Ads: Design Matters
Social Proof Ads
Facebook Ads
• Aim First, Fire Fast
• Ad Copy Matters
• Photos Matter
• Landing Pages
• Social Proof “Friends of Fans”
• P...
5. Engagement Strategy
(How you’ll respond to fans & build
community)
Engage Your Customer
•Listen
•Ask Questions
•Support
•Converse
•Build Relationships
•Leads Happen
Community Manager
Build Community: 70% Engagement!
6. Conversion Strategy
(How you’ll turn your fans into customers)
Some Leads Happen Organically
Capture Leads with Landing Pages
Always Consider Your Marketing Strategy
Social Proof Increases Conversions
“If a potential customer has read
30+ pieces of your OWN content,
you have an 80% better chance of
closing the sale.”
Owned Media:
Content You Create
• Website
• Blog
• Social Media
• Newsletters
• White Papers
Mindset:
Use Social Media to promote
your content not your
company.
The Ultimate Marketing Coup
Owned Media so awesome it
becomes Earned Media
Customers empowered to
publish content on your
...
The Social Shift: Daily Operations
Social Media is the car.
Content is the gasoline.
MAKE
CONTENT
MARKETING
YOUR
CULTURE
Key to Success:
Internal Process &Your Team
“In the future, every employee will be
trained on Social Media. They'll
produce content & build lasting sales
relationship...
Proactive Strategy
Internal Process:
•Awareness
•Train
•Motivate
•Recognize
•Reward
Head Off Trouble
Social Media Policy
Subscribe: Kruse Control Blog
krusecontrolinc.com
Kathi Kruse
Social Media Consulting & Training
krusecontrolinc.com
kathi@krusecontrolinc.com
714.251.6440
Thank
You!
Faceb...
Successful Facebook Marketing: Are you Ready for 2013?
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Successful Facebook Marketing: Are you Ready for 2013?

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Facebook marketing can be a labor of love but what are you really getting out of your efforts? Are your fans only there to look at cute pictures or is there potential to turn them into loyal customers? Successful Facebook marketing goes way beyond the Like. When the goal for your store is to engage hundreds or even thousands of enthusiastic fans, 30-year car business veteran & Social Media marketing expert Kathi Kruse shows you how to get them and turn them into customers. She shares proven ways to get engaged and motivated fans on Facebook. Her insider’s secrets will help you build genuine fans, generate leads and close more sales to your Social customer.

Published in: Business, Technology
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Transcript of "Successful Facebook Marketing: Are you Ready for 2013?"

  1. 1. Are You Ready for 2013? Successful Marketing
  2. 2. Moderator Becky Ross Marketing Manager (303) 228-8753 bross@kpaonline.com
  3. 3. Presenter Kathi Kruse Kruse Control (714) 251-6440 kathi@krusecontrolinc.com
  4. 4. Interact During the Webinar! #DealerWeb Becky Ross @kpaonline
  5. 5. krusecontrolinc.com Are You Ready for 2013? @kathikruse Successful Marketing
  6. 6. What, Why and How
  7. 7. Just let this sink in for a minute…
  8. 8. Influence
  9. 9. “If I tell my Facebook friends about your brand, it’s not because I like your brand but rather because I like my friends.”
  10. 10. Facebook is the most frequently checked website on the Internet. • 852 million daily logins • 25% log in 5 times a day (Edison Research) • 3.2 Billion Likes & Comments everyday
  11. 11. Top Reasons People Like Your Page • They’re already a fan in real life & want to show their affiliation • Get exclusive deals & discounts • Their friends like your page • Your posts are engaging & highly sharable
  12. 12. 6 Elements of Facebook Marketing Success
  13. 13. 1. Clear Objectives 2. Great Design 3. Solid Content Strategy (what you’re going to post on your page) 4. Promotion Strategy (how you’re going to continually increase your fan base) 5. Engagement Strategy (how you’ll respond to fans and build community) 6. Conversion Strategy (how you’ll turn your fans into customers)
  14. 14. 1. Clear Objectives
  15. 15. Successful Content Marketing Strategy Answer These Questions: 1. Who are YOU? 2. Who is your CUSTOMER? 3. What is your GOAL?
  16. 16. Measurement is about more than just results. It must tie back to your objectives.
  17. 17. 2. Great Design
  18. 18. Greet Visitors Right: Timeline Cover
  19. 19. What NOT To Do
  20. 20. Facebook’s Terms: No Marketing Messages
  21. 21. What makes a great Timeline cover photo? People.
  22. 22. Landing Page Design
  23. 23. 3. Solid Content Strategy (What you’re going to post on your page)
  24. 24. Awesome Content Drives It All! •Relevant •Human •Interested •Helpful •Teach, Don’t Sell •Be Social
  25. 25. Solid Foundation Define Your Strategy •Who is my customer? •What are their interests? •What problems can I solve? •What desires can I satisfy? •How can I help them buy?
  26. 26. Schedule Content: Editorial Calendar
  27. 27. Most Valuable Content: Your OWN! When customers consume your self-published content prior to sale they have a stronger connection with you.
  28. 28. What to Post: • Consistent with Brand? • Self-Published • Relevant Non-Auto Content • Thought-Provoking Questions • Visual Content • Cross-Promotion • Sales & Service Specials • Customer Loyalty/Appreciation
  29. 29. When to Post: • 2-3 Times/Day (Generally) • Morning, Lunch & Early Evening • Let the Audience Guide You Tools to Manage Your Time • Post Planner • Google Reader • Heyo
  30. 30. When Posting Links…
  31. 31. 4. Promotion Strategy (How you’re going to continually increase your fan base)
  32. 32. Thumbnails, Ads & Calls to Action
  33. 33. Facebook Ads: Design Matters
  34. 34. Social Proof Ads
  35. 35. Facebook Ads • Aim First, Fire Fast • Ad Copy Matters • Photos Matter • Landing Pages • Social Proof “Friends of Fans” • Promoted Posts $5-$20 • Test, Re-Test & Keep Testing
  36. 36. 5. Engagement Strategy (How you’ll respond to fans & build community)
  37. 37. Engage Your Customer •Listen •Ask Questions •Support •Converse •Build Relationships •Leads Happen
  38. 38. Community Manager
  39. 39. Build Community: 70% Engagement!
  40. 40. 6. Conversion Strategy (How you’ll turn your fans into customers)
  41. 41. Some Leads Happen Organically
  42. 42. Capture Leads with Landing Pages
  43. 43. Always Consider Your Marketing Strategy
  44. 44. Social Proof Increases Conversions
  45. 45. “If a potential customer has read 30+ pieces of your OWN content, you have an 80% better chance of closing the sale.”
  46. 46. Owned Media: Content You Create • Website • Blog • Social Media • Newsletters • White Papers
  47. 47. Mindset: Use Social Media to promote your content not your company.
  48. 48. The Ultimate Marketing Coup Owned Media so awesome it becomes Earned Media Customers empowered to publish content on your behalf inspiring buzz & word of mouth.
  49. 49. The Social Shift: Daily Operations
  50. 50. Social Media is the car. Content is the gasoline.
  51. 51. MAKE CONTENT MARKETING YOUR CULTURE
  52. 52. Key to Success: Internal Process &Your Team
  53. 53. “In the future, every employee will be trained on Social Media. They'll produce content & build lasting sales relationships with the Social customer.” Kathi Kruse KPA Webinar 11/28/12
  54. 54. Proactive Strategy Internal Process: •Awareness •Train •Motivate •Recognize •Reward
  55. 55. Head Off Trouble Social Media Policy
  56. 56. Subscribe: Kruse Control Blog krusecontrolinc.com
  57. 57. Kathi Kruse Social Media Consulting & Training krusecontrolinc.com kathi@krusecontrolinc.com 714.251.6440 Thank You! Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol
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