Key elements of a Facebook Sales Funnel and tips for how to organize your content sharing on Facebook as well as the method to capture leads and outline time specific offers.
4. • 1.2 Billion users
• Every major demographic
uses Facebook actively
• Users spend OVER 7 hrs
per month. 2x > #2
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Facebook.com/TabSite www.TabSite.com
5. • 71% access Facebook via Mobile device
• 77% of b2c companies acquired a customer
through Facebook, as have 41% of all b2b’s
(2012)
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Facebook.com/TabSite www.TabSite.com
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Facebook.com/TabSite www.TabSite.com
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Where do Facebook users spend time?
Majority of user
time is spent in the
the News Feed
SO POSTING Is VITAL.
This is how you “get seen”
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Facebook.com/TabSite www.TabSite.com
Average User:
1,500 stories/day
Facebook shows
20% that it
believes are the
‘most relevant’.
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In Social Media, competition is
DIFFERENT
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Competition to
be seen..
is FIERCE!
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-The News Feed
is the BATTLEGROUND
Let’s dive into a
Strategy to win.
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3 Types of Content
• Top of Funnel
• Middle
• Bottom
Full Infographic at: bit.ly/FBSalesFunnel
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3 Types of Content
• Top - ATTRACT
• Middle - PROMOTE
• Bottom - SALES
Full Infographic at: bit.ly/FBSalesFunnel
13. Webinar: July 27, 2011
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TOP of
Funnel
Material on
Facebook
Infographic: bit.ly/FBSalesFunnel
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Facebook.com/TabSite www.TabSite.com
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IMAGES get the most engagement
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IMAGES get the most engagement
• Style is social
• Uses an Image
• Images are fun
• Not over-the-top selling
• Tells a story
• Entices interaction
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Facebook.com/TabSite www.TabSite.com
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IDENTIFY
• Connect an event to
your product / org
• Invite responses
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1. Capture
Attention
2. Be Social
3. Be Helpful
TOP OF FUNNEL GOAL:
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80 – 20 Principle
Inspire, engage, attract, inform, educate, entertain.
Content so good, people engage.
Mid-Funnel is where Lead Capture occurs
Only 20% that is direct selly sell, direct pitch material.
80
20
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Mid-Funnel focus is moving
Fan to Lead - PROMOTIONS
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Facebook.com/TabSite www.TabSite.com
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• Incentive: Free Book
Value:
• More Podcast subscribers
• Growth in Email List
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In Posts…
1. Capture
Attention
2. Be Social
3. Be Helpful
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Drive…
4. To the Tab
5. Form Sign-up
Example leads to
Email sign-up via
Free eBook offer
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Capturing
Leads on Tabs
• Offer something
to incentivize
• Keep it simple
• Capture Email
27. Webinar: July 27, 2011
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Mid-Funnel: Contests on a Tab
•Likes,
•Shares
•Comments
•Leads via entries
28. Webinar: July 27, 2011
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Contest
Case Study
Pet Care Store
• Mobile users
• Grew fan count by
over 10,000 in
2 months!
• Averaged over
250 entries.
bit.ly/FBpetopia
29. Webinar: July 27, 2011
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Bottom Funnel focus
Remove Final Barriers. Get Sale.
30. Webinar: July 27, 2011
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Bottom Funnel focus
Remove Final Barriers. Get Sale.
• This is the 20% portion of your content
mix on Facebook
• Special Time Specific offers
• Content that leads to posts
where value to buyer is outlined
• Posts that help outline ROI
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Bottom Funnel focus
Time Specific Offer. Get Sale.
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Bottom Funnel focus
The Advantage. The Offer. The Ad.
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Targeting Tips
For your Facebook Page
• Location based? You can reach specifics
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Targeting Tips
For your Facebook Page
• Facebook Ads can work! There are 2 Types:
• Boost Post – Simple, on Page, Less Targeted
• Facebook Ads – More Options, More Specific
https://www.facebook.com/advertising
36. Webinar: July 27, 2011
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Ads Manager
• Regular & Power Editor
• Custom Audiences
• Target specifics like friends of fans
who like x, y, and z.
• Lookalike Audiences
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SUMMARY KEYS:
• IMAGES Work!
• News Feed is Key
• BE SOCIAL
• BE HELPFUL
• Work the Funnel More: bit.ly/FBBestPractice
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HELP Scores
But being
Too “salesy”
will kill
loyalty.
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HELP Scores
General Rule for Business
80% useful, 20% promotional
Add Value. Be a Resource.
Companies on Facebook need to be social, be like the people
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Posting and Apps
• Build Engagement,
• Grow Fan Base,
• Increase Leads &
• Convert Sales
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*Special TabSite Offer*
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