1.
The Facebook Conversion Formula:
A Blueprint for Turning
Fans into Customers
Nov. 14th at 1pm ET/10am PT
Presented By:
Nathan Latka
CEO, Co-founder

2.
Who is Heyo?
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Founded in 2010
Based in Blacksburg, VA
100,000+ SMBs using platform
Seasoned Social Media Marketers
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Drag & Drop Facebook Campaigns
Optimized for mobile and web
No coding knowledge needed
Publish directly to news feed with TCC

3.
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

4.
The Sales Process

5.
i. Fans
Identify Your Ideal Fans
Develop the ideal user persona
• Geography
• Demographics
- Age, gender, etc.
• Interests/Likes
• Job Experience
• Usage Scenario

6.
i. Fans
Content Strategy
Relevant to your ideal fan personas and on-strategy for your business.

7.
i. Fans
Passive Strategy

8.
i. Fans
Encourage Content Engagement
• 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.

9.
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.

10.
ii. Leads
Converting Facebook Fans into Leads
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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
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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.

11.
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).
Enter Email…

12.
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

13.
ii. Leads
Active Strategy

14.
iii. Customers
Lead Nurturing
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Nurturing leads makes
campaigns and promotions
more effective
Provide tremendous value
through content before
asking for the sale.
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(PDF’s, videos,
engaging tools /
courses etc.)
As Gary V. says ‘Jab, Jab,
Jab, Right Hook’

15.
iii. Customers
Lead Nurturing

16.
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

17.
iii. Customers
Closing the Deal

18.
iii. Customers
Closing the Deal
• Leverage discounts and
special offers
• Include additional value:
• Product bundles
• White glove service
• Free shipping
• Create social momentum
using group offers

19.
How Can Heyo Help?
• Get more Facebook Fans by turning your existing ones into
your own marketing force

20.
How Can Heyo Help?
• Turn-key solution for converting Fans into leads

21.
How Can Heyo Help?
• Robust tools to generate more sales through Facebook

22.
Q + A