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. On this webinar, Nathan covered: Generate more fans through relevant content and driving 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

1. The Facebook Conversion Formula:
A Blueprint for Turning
Fans into Customers
Nov. 26th 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. 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.

4. 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

5. 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

6. The Social Sales Cycle

7. The Importance of Facebook
8.11%
of all traffic on the internet
comes from Facebook*
Can you guess what social network ranks 2nd and
accounts for 3.24% of all internet traffic?
*Source: Shareaholic, Social Media Traffic Trends October 2013

8. The Importance of Facebook
8.11%
of all traffic on the internet
comes from Facebook*
Can you guess what social network ranks 2nd and
accounts for 3.24% of all internet traffic?
3.24% - Pinterest
1.17% - Twitter
0.58% - StumbleUpon
0.36% - Reddit
*Source: Shareaholic, Social Media Traffic Trends October 2013

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

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

11. i. Fans
Setup a Like Gate

12. 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.
*Source: HubSpot Study of 1,545 B2B and B2C Companies in October, 2012

13. i. Fans
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.

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

15. ii. Leads
Trading Content For Contact Info
88%
send or read email*
84%
search for ‘how-to’ or
DIY information*
43%
pay to download and
access digital content*
*% Of all adult internet users in the US
Source: Pew Internet American Life Project Tracking surveys (March 2000–December 2012).

16. 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
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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.

17. 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*
*% Of all adult internet users in the US
Source: Pew Internet American Life Project Tracking surveys (March 2000–December 2012).
Enter Email…

18. 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

19. ii. Leads
The Importance of Mobile
91%
of American adults ages 18+
own a cell phone.*
• 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*
*Source: Pew Internet American Life Project Tracking surveys (March 2000–May 2013)

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

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

22. iii. Customers
Example Drip Campaign
• Nurture prospects to a sales
ready state automatically with
no involvement from a
marketing or sales team.

23. 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

24. iii. Customers
Making the Sale
78%
search for information online
about a service or product
they are thinking of buying*
71%
take action and buy
products online*
*% Of all adult internet users in the US
Source: Pew Internet American Life Project Tracking surveys (March 2000–December 2012).

25. 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

26. iii. Customers
How Can Heyo Help?
• Robust tools to
generate more sales
through Facebook

27. The Social Sales Cycle

28. 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.
World class customer care
Optimization built right in –
web, mobile and Facebook friendly
Content and tools to help you get
more out of your online marketing