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FACEBOOK:
How to Turn Facebook
Likes in to Leads for Your
Personal Trainer Business
Main Objective
 Learn strategies for managing time
 Learn how to use Facebook effectively
 How to avoid being distracted on Facebook
 How you can build your business using Facebook
 New ways to interact with clients & customers
 New ways to promote your company
Understanding Facebook Stats
 What is Facebook?
 A social network where people meet to discuss their mutual interests
 Similar to alumni gatherings or family reunions
 An easy way to network with your target market
 Ability to reach thousands of people in your target market
Understanding Facebook Stats
 Facebook is the most powerful social network in the world
 More than 1 billion active users
 Users spend more than 700 billion minutes on Facebook per month
 500 million users access Facebook via their mobile phone
 Mobile users are more active on Facebook than non-mobile users
Understanding Facebook Stats
 Do Facebook users make purchases?
 Yes!
 How many big brands have Facebook pages?
 Most active user demographic is 18-34
 Largest growing user demographic is 50+
 International markets grew to 95 million users in 2008-09
 Largest countries on Facebook are: U.S., Indonesia, U.K. and Turkey
Pros & Cons of Facebook
 Pros
 Affordability
 Low learning curve
 Your target market is here
 Leading social media platform
 Flexible format supports customer engagement
Pros & Cons of Facebook
 Cons
 Distractions
 Overwhelm
 Easy to forget other marketing tactics
 Time consuming
 Ability for audience to see negative comments or reviews
Plan Facebook Strategy
 Identify your objectives
 Increase sales?
 Promote products or events?
 Build brand awareness & loyalty?
 Identify your target audience
 Start networking
 Use this info to craft a Facebook ad campaign
Plan Facebook Strategy
 How will you reach your audience?
 Daily posts
 Facebook ad campaign
 YouTube video contest on your business page
 Build a list from your Facebook page
 How will you track & measure each strategy?
 If your strategy worked, then repeat it!
 If it didn’t work, make a change & try again
Customer Engagement
 Customers can now ask questions, provide feedback & see other reviews
 Would you rather buy something from an ad or by having a real
conversation with a representative of that company?
 Traditional advertising is losing power
 People want real responses from authentic people
Customer Engagement
 Consumers are more proactive in their product research
 Businesses should be involved in these discussions with consumers
 Provide regular updates to consumers
 Provide a Facebook page to encourage conversation
 Engagement brings awareness & interest
Customer Engagement
 Daily posting is easy with an editorial calendar
 Ask your audience questions relevant to your business or product
 Encourage them to post their answers on your page
 Customer engagement is a free marketing tool!
Setting Up Profiles
 This is where people learn more about you
 Must have a profile FIRST before you can have a business page
 Your personal network can help build a following for your business page
Profile Must-Haves
 “About” Page
 Business name & URL
 Short description about yourself
 Profile picture
 Headshots build credibility & trust
 Cover Photo
 Should reflect your interests, family or hobbies
More Profile Details
 Privacy
 You control who can see your posts
 Send invitations to new friends
 Current friends or family
 Business acquaintances
 New people with common interests
Business Pages
 Assign a name
 Usually your business name
 Need 25 fans before you can get the vanity URL without the extra numbers, like
www.facebook.com/theipt
 Fans
 People who visit your page & click the “Like” button
Business Pages
 Cover
 Large image placed at top of business page
 Dimensions = 851 pixels wide x 315 pixels tall
 All covers are public
 Think about what business image you want to project
Business Pages
 Profile picture / Avatar
 At least 200 x 200 pixels
 Clear headshot is best
 Send invitations
 Invite people to like your business page
 Friends, family, real life customers
 Others will see your popularity increasing
 Post quality content & engage your followers
SEO & Facebook
 SEO = Search Engine Optimization
 Process of using keywords so your page appears on the first page of search
engines
 Business pages are public & indexed in the search engines
 Aim for first page of search results
 After page 2, few website links are clicked
Improve Your SEO
 Do NOT choose an obscure URL
 Get people to link to your Facebook page
 Search engines see these links & push your page further to the top of the
listings
 Link to your Facebook page directly from your website
Getting More Likes!
 Number of likes provides social proof of expertise
 Offer a promotion or special offer
 Publish interesting & valuable content regularly
 Purchase ads that reach beyond your current network
 Visitors to your location can “like” your page when
they arrive
Getting More Likes!
 Learn about what type of content readers want
 Provide a tip a day
 Post tip at same time each day
 Choose different themes or topics for each day
 Invite readers to join the conversation
 Ask loyal fans to spread the word!
Contests & Sweepstakes
 Contest involves voting on a winner based on certain guidelines
 Sweepstakes requires very little to enter, no judging, winner chosen at
random
 What is your objective?
 To increase Likes, hold a sweepstakes
 To increase engagement, ask readers to vote on best entry, photo, etc
Contests & Sweepstakes
 Sweepstakes generally have a larger number of entries than contests
 Fewer people will want to do the work for a contest
 ALWAYS follow the Facebook Terms & Conditions regarding sweepstakes
& contests
 Try a 3rd
-party app for contests & sweeps
 Wildfire.com or Votigo.com have apps
Facebook Apps
 Standard programs built into the Facebook platform
 Photos Events
 Video Notes
 Did you know there are 70,000 apps available to use with Facebook?
 Find business-focused apps at AppBistro.com
Facebook Apps
 Apps create seamless ways to connect with your business page fans
 Email lists
 Selling products
 Promoting online & offline events
 Live example…
 Login to Facebook & go to facebook.com/theipt
Building Interaction
 To increase sales, build a loyal following
 They will regard you as industry expert
 Plan strategic but authentic interaction
 Use editorial calendar to plan topics of conversation
 Provide high-value products, services & information regularly
Building Interaction
 Question & Answer Sessions
 Make yourself available weekly to answer questions
 Block out 60 minutes
 Experiment with times of day
 Post Daily Tips
 Post at same time each day
 Make posts short but useful
 Tips may encourage questions or sharing
Building Interaction
 Share photos of you or your brand in the community
 Photos of you inaction, at events, or product images
 Share experiences – good & bad
 Brings you closer to your audience
 Reinforces your commitment to being authentic and real
 Write blog posts & share link of your page
Shareable Content
 Share a post on someone else’s page
 Now your post is visible to THEIR network
 Sharing options
 On your own timeline
 A friend’s timeline
 In a group
 On a different page
Video
 Video marketing is exceptionally popular
 YouTube is the 2nd
largest search engine
 YouTube receives 4 billion hits per day
 61% of business to business marketers use YouTube to deliver content
 Over 100 million internet users watch videos each day
Video
O Are your competitors using video?
O If so, then you risk losing your audience unless you produce videos
O Facebook is the leading referral source for video content
O Videos should engage, educate & entertain
Should You Upload
Directly to Facebook?
 Yes!
 People who view & Like your video automatically become
fans of your page
 Easier to share
 To share a YouTube video, you can only share the link
 Audience can tag Facebook videos with own keywords
 Facebook supports wider variety of video formats &
lengths
Types of Video Content
 Talking head – you sit & talk about a particular business experience
 Webinar replays – showcase some or all of a webinar you hosted
 Particularly effective if you’re demonstrating something or showing your work
 Screen captures – weekly newsletter showing screen captures that
illustrate a point
Photos
 Makes your content more engaging
 Adds dimension & interest to posts
 Use as an add for your business
 Upload professional photo
 Include hyperlinked URL in the description
 Write a brief text description using keywords
Selling on Facebook
 Do you have an app to capture emails?
 Do you have an app that integrates a sales page into your business page?
 Mix up your content with relevant posts & sales promos
 Respond to every question!
 Promote your page
 Start with friends & then expand your reach
Analytics
 Are you reaching your goals?
 Is each strategy paying off?
 Facebook Insight
 Total Likes
 Number of unique people (friends of fans) who liked your
page
 Number of unique people who created a story about your
page (people talking about this)
 Gender, age, visitor’s city & country of origin
Analytics
 Record your baseline numbers BEFORE starting any promotional
campaigns
 Did your contest triple the number of women to your page?
 What can you learn from this?
 How can you capitalize on this?
 How did the increase affect your sales?
Return on Investment
 What Facebook marketing strategies & investments lead to increases in
sales and by what percentage?
 How much traffic was generated to the page?
 Has that increased brand awareness?
 Has Facebook activity increased website traffic?
 How many sales can be linked to a sales page on the Facebook business page?
Return on Investment
 How much influence did you gain?
 Influence means how many times is your company mentioned on Facebook
 If your video goes viral, this can increase your influence
 And you can make a connection between your marketing efforts, the video &
increased earnings
Conclusion
 Any business – no matter what the size – can find a market on Facebook
 It’s FREE to get started marketing on Facebook
 People want to be engaged & have conversations
 People value the opinions of others
 Have authentic & real conversations

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How to Turn Likes in to Leads

  • 1. FACEBOOK: How to Turn Facebook Likes in to Leads for Your Personal Trainer Business
  • 2. Main Objective  Learn strategies for managing time  Learn how to use Facebook effectively  How to avoid being distracted on Facebook  How you can build your business using Facebook  New ways to interact with clients & customers  New ways to promote your company
  • 3. Understanding Facebook Stats  What is Facebook?  A social network where people meet to discuss their mutual interests  Similar to alumni gatherings or family reunions  An easy way to network with your target market  Ability to reach thousands of people in your target market
  • 4. Understanding Facebook Stats  Facebook is the most powerful social network in the world  More than 1 billion active users  Users spend more than 700 billion minutes on Facebook per month  500 million users access Facebook via their mobile phone  Mobile users are more active on Facebook than non-mobile users
  • 5. Understanding Facebook Stats  Do Facebook users make purchases?  Yes!  How many big brands have Facebook pages?  Most active user demographic is 18-34  Largest growing user demographic is 50+  International markets grew to 95 million users in 2008-09  Largest countries on Facebook are: U.S., Indonesia, U.K. and Turkey
  • 6. Pros & Cons of Facebook  Pros  Affordability  Low learning curve  Your target market is here  Leading social media platform  Flexible format supports customer engagement
  • 7. Pros & Cons of Facebook  Cons  Distractions  Overwhelm  Easy to forget other marketing tactics  Time consuming  Ability for audience to see negative comments or reviews
  • 8. Plan Facebook Strategy  Identify your objectives  Increase sales?  Promote products or events?  Build brand awareness & loyalty?  Identify your target audience  Start networking  Use this info to craft a Facebook ad campaign
  • 9. Plan Facebook Strategy  How will you reach your audience?  Daily posts  Facebook ad campaign  YouTube video contest on your business page  Build a list from your Facebook page  How will you track & measure each strategy?  If your strategy worked, then repeat it!  If it didn’t work, make a change & try again
  • 10. Customer Engagement  Customers can now ask questions, provide feedback & see other reviews  Would you rather buy something from an ad or by having a real conversation with a representative of that company?  Traditional advertising is losing power  People want real responses from authentic people
  • 11. Customer Engagement  Consumers are more proactive in their product research  Businesses should be involved in these discussions with consumers  Provide regular updates to consumers  Provide a Facebook page to encourage conversation  Engagement brings awareness & interest
  • 12. Customer Engagement  Daily posting is easy with an editorial calendar  Ask your audience questions relevant to your business or product  Encourage them to post their answers on your page  Customer engagement is a free marketing tool!
  • 13. Setting Up Profiles  This is where people learn more about you  Must have a profile FIRST before you can have a business page  Your personal network can help build a following for your business page
  • 14. Profile Must-Haves  “About” Page  Business name & URL  Short description about yourself  Profile picture  Headshots build credibility & trust  Cover Photo  Should reflect your interests, family or hobbies
  • 15. More Profile Details  Privacy  You control who can see your posts  Send invitations to new friends  Current friends or family  Business acquaintances  New people with common interests
  • 16. Business Pages  Assign a name  Usually your business name  Need 25 fans before you can get the vanity URL without the extra numbers, like www.facebook.com/theipt  Fans  People who visit your page & click the “Like” button
  • 17. Business Pages  Cover  Large image placed at top of business page  Dimensions = 851 pixels wide x 315 pixels tall  All covers are public  Think about what business image you want to project
  • 18. Business Pages  Profile picture / Avatar  At least 200 x 200 pixels  Clear headshot is best  Send invitations  Invite people to like your business page  Friends, family, real life customers  Others will see your popularity increasing  Post quality content & engage your followers
  • 19. SEO & Facebook  SEO = Search Engine Optimization  Process of using keywords so your page appears on the first page of search engines  Business pages are public & indexed in the search engines  Aim for first page of search results  After page 2, few website links are clicked
  • 20. Improve Your SEO  Do NOT choose an obscure URL  Get people to link to your Facebook page  Search engines see these links & push your page further to the top of the listings  Link to your Facebook page directly from your website
  • 21. Getting More Likes!  Number of likes provides social proof of expertise  Offer a promotion or special offer  Publish interesting & valuable content regularly  Purchase ads that reach beyond your current network  Visitors to your location can “like” your page when they arrive
  • 22. Getting More Likes!  Learn about what type of content readers want  Provide a tip a day  Post tip at same time each day  Choose different themes or topics for each day  Invite readers to join the conversation  Ask loyal fans to spread the word!
  • 23. Contests & Sweepstakes  Contest involves voting on a winner based on certain guidelines  Sweepstakes requires very little to enter, no judging, winner chosen at random  What is your objective?  To increase Likes, hold a sweepstakes  To increase engagement, ask readers to vote on best entry, photo, etc
  • 24. Contests & Sweepstakes  Sweepstakes generally have a larger number of entries than contests  Fewer people will want to do the work for a contest  ALWAYS follow the Facebook Terms & Conditions regarding sweepstakes & contests  Try a 3rd -party app for contests & sweeps  Wildfire.com or Votigo.com have apps
  • 25. Facebook Apps  Standard programs built into the Facebook platform  Photos Events  Video Notes  Did you know there are 70,000 apps available to use with Facebook?  Find business-focused apps at AppBistro.com
  • 26. Facebook Apps  Apps create seamless ways to connect with your business page fans  Email lists  Selling products  Promoting online & offline events  Live example…  Login to Facebook & go to facebook.com/theipt
  • 27. Building Interaction  To increase sales, build a loyal following  They will regard you as industry expert  Plan strategic but authentic interaction  Use editorial calendar to plan topics of conversation  Provide high-value products, services & information regularly
  • 28. Building Interaction  Question & Answer Sessions  Make yourself available weekly to answer questions  Block out 60 minutes  Experiment with times of day  Post Daily Tips  Post at same time each day  Make posts short but useful  Tips may encourage questions or sharing
  • 29. Building Interaction  Share photos of you or your brand in the community  Photos of you inaction, at events, or product images  Share experiences – good & bad  Brings you closer to your audience  Reinforces your commitment to being authentic and real  Write blog posts & share link of your page
  • 30. Shareable Content  Share a post on someone else’s page  Now your post is visible to THEIR network  Sharing options  On your own timeline  A friend’s timeline  In a group  On a different page
  • 31.
  • 32. Video  Video marketing is exceptionally popular  YouTube is the 2nd largest search engine  YouTube receives 4 billion hits per day  61% of business to business marketers use YouTube to deliver content  Over 100 million internet users watch videos each day
  • 33. Video O Are your competitors using video? O If so, then you risk losing your audience unless you produce videos O Facebook is the leading referral source for video content O Videos should engage, educate & entertain
  • 34. Should You Upload Directly to Facebook?  Yes!  People who view & Like your video automatically become fans of your page  Easier to share  To share a YouTube video, you can only share the link  Audience can tag Facebook videos with own keywords  Facebook supports wider variety of video formats & lengths
  • 35. Types of Video Content  Talking head – you sit & talk about a particular business experience  Webinar replays – showcase some or all of a webinar you hosted  Particularly effective if you’re demonstrating something or showing your work  Screen captures – weekly newsletter showing screen captures that illustrate a point
  • 36. Photos  Makes your content more engaging  Adds dimension & interest to posts  Use as an add for your business  Upload professional photo  Include hyperlinked URL in the description  Write a brief text description using keywords
  • 37.
  • 38. Selling on Facebook  Do you have an app to capture emails?  Do you have an app that integrates a sales page into your business page?  Mix up your content with relevant posts & sales promos  Respond to every question!  Promote your page  Start with friends & then expand your reach
  • 39. Analytics  Are you reaching your goals?  Is each strategy paying off?  Facebook Insight  Total Likes  Number of unique people (friends of fans) who liked your page  Number of unique people who created a story about your page (people talking about this)  Gender, age, visitor’s city & country of origin
  • 40.
  • 41. Analytics  Record your baseline numbers BEFORE starting any promotional campaigns  Did your contest triple the number of women to your page?  What can you learn from this?  How can you capitalize on this?  How did the increase affect your sales?
  • 42. Return on Investment  What Facebook marketing strategies & investments lead to increases in sales and by what percentage?  How much traffic was generated to the page?  Has that increased brand awareness?  Has Facebook activity increased website traffic?  How many sales can be linked to a sales page on the Facebook business page?
  • 43. Return on Investment  How much influence did you gain?  Influence means how many times is your company mentioned on Facebook  If your video goes viral, this can increase your influence  And you can make a connection between your marketing efforts, the video & increased earnings
  • 44. Conclusion  Any business – no matter what the size – can find a market on Facebook  It’s FREE to get started marketing on Facebook  People want to be engaged & have conversations  People value the opinions of others  Have authentic & real conversations