The Facebook Conversion Formula:

A Blueprint for Turning
Fans into Customers
Nov. 14th at 1pm ET/10am PT
Presented By:
Na...
Who is Heyo?
• 
• 
• 
• 

Founded in 2010
Based in Blacksburg, VA
100,000+ SMBs using platform
Seasoned Social Media Marke...
Todays Agenda
•  Generate more fans through
relevant content that drives virality
•  Turn fans into leads with engaging
pr...
The Sales Process
i. Fans	


Identify Your Ideal Fans
Develop the ideal user persona
•  Geography
•  Demographics
- Age, gender, etc.
•  Int...
i. Fans	


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


Passive Strategy
i. Fans	


Encourage Content Engagement
•  Most fans interact with content in the
news feed vs. on your Page. Cater your
c...
i. Fans	


How to get more relevant fans
•  Offline-to-online
-  Use branding and signage
in-store and at events to
build ...
ii. Leads	


Converting Facebook Fans into Leads
• 

Good and engaging content drives
brand awareness and affinity.
–  Goa...
ii. Leads	


Passive Strategy
•  Post a sign-up form to your
Facebook page via a 3rd
party app.
–  Occasionally encourage
...
ii. Leads	


Active Strategy
•  Leverage special content
that requires contact
information to download.
–  “Fill in your n...
ii. Leads	


Active Strategy
iii. Customers	


Lead Nurturing
• 
• 

• 

Nurturing leads makes
campaigns and promotions
more effective
Provide tremendo...
iii. Customers	


Lead Nurturing
iii. Customers	


Example: In-person Events
•  Invite leads to a special
event:
•  Conference/Tradeshow
•  Private recepti...
iii. Customers	


Closing the Deal
iii. Customers	


Closing the Deal
•  Leverage discounts and
special offers
•  Include additional value:
•  Product bundle...
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
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The Facebook Conversion Formula: A Blueprint for Turning Fans into Customers

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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.

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The Facebook Conversion Formula: A Blueprint for Turning Fans into Customers

  1. 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. 2. Who is Heyo? •  •  •  •  Founded in 2010 Based in Blacksburg, VA 100,000+ SMBs using platform Seasoned Social Media Marketers •  •  •  •  Drag & Drop Facebook Campaigns Optimized for mobile and web No coding knowledge needed Publish directly to news feed with TCC
  3. 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. 4. The Sales Process
  5. 5. i. Fans Identify Your Ideal Fans Develop the ideal user persona •  Geography •  Demographics - Age, gender, etc. •  Interests/Likes •  Job Experience •  Usage Scenario  
  6. 6. i. Fans Content Strategy Relevant to your ideal fan personas and on-strategy for your business.
  7. 7. i. Fans Passive Strategy
  8. 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. 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. 10. ii. Leads 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.
  11. 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. 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. 13. ii. Leads Active Strategy
  14. 14. iii. Customers 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’
  15. 15. iii. Customers Lead Nurturing
  16. 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. 17. iii. Customers Closing the Deal
  18. 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. 19. How Can Heyo Help? •  Get more Facebook Fans by turning your existing ones into your own marketing force
  20. 20. How Can Heyo Help? •  Turn-key solution for converting Fans into leads
  21. 21. How Can Heyo Help? •  Robust tools to generate more sales through Facebook
  22. 22. Q + A

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