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Growing Leads and Leverage with Facebook

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Mike Gingerich
Mike Gingerich

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.

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Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Mike Gingerich TabSite Co-founder Slidedeck from presentation will be available
Today’s Agenda: Webinar: July 27, 2011Webinar Webinar • The Facebook Opportunity (and Challenge) • Marketing Goals Facebook: Engage & Capture • Facebook Sales Funnel • Contests and Promotions to Grow Fans & Leads • Keys to Success • Question & Answer
Today’s Agenda: Webinar: July 27, 2011Webinar Webinar Old Marketing
• 1.2 Billion users • Every major demographic uses Facebook actively • Users spend OVER 7 hrs per month. 2x > #2 Webinar: July 27, 2011Webinar Webinar Facebook.com/TabSite www.TabSite.com
• 71% access Facebook via Mobile device • 77% of b2c companies acquired a customer through Facebook, as have 41% of all b2b’s (2012) Webinar: July 27, 2011Webinar Webinar Facebook.com/TabSite www.TabSite.com
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar 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”
Webinar: July 27, 2011Webinar Webinar Facebook.com/TabSite www.TabSite.com Average User: 1,500 stories/day Facebook shows 20% that it believes are the ‘most relevant’.
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar In Social Media, competition is DIFFERENT
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Competition to be seen.. is FIERCE!
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar -The News Feed is the BATTLEGROUND Let’s dive into a Strategy to win.
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 3 Types of Content • Top of Funnel • Middle • Bottom Full Infographic at: bit.ly/FBSalesFunnel
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 3 Types of Content • Top - ATTRACT • Middle - PROMOTE • Bottom - SALES Full Infographic at: bit.ly/FBSalesFunnel
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar TOP of Funnel Material on Facebook Infographic: bit.ly/FBSalesFunnel
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IMAGES get the most engagement
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IMAGES get the most engagement • Style is social • Uses an Image • Images are fun • Not over-the-top selling • Tells a story • Entices interaction
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IDENTIFY • Connect an event to your product / org • Invite responses
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar 1. Capture Attention 2. Be Social 3. Be Helpful TOP OF FUNNEL GOAL:
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Mid-Funnel focus is moving Fan to Lead - PROMOTIONS
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar PROMOTIONS capture LEADS
Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar • Incentive: Free Book Value: • More Podcast subscribers • Growth in Email List
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar In Posts… 1. Capture Attention 2. Be Social 3. Be Helpful
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar Drive… 4. To the Tab 5. Form Sign-up Example leads to Email sign-up via Free eBook offer
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar B2C: • Coupon Code • Printable Deal • Contests B2B: • eBook • Webinar • Video • Event PROMOTION IDEAS:
Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar Capturing Leads on Tabs • Offer something to incentivize • Keep it simple • Capture Email
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Mid-Funnel: Contests on a Tab •Likes, •Shares •Comments •Leads via entries
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus Remove Final Barriers. Get Sale.
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus Time Specific Offer. Get Sale.
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus The Advantage. The Offer. The Ad.
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Targeting Tips For your Facebook Page • Location based? You can reach specifics
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Boost Post • Target Specifics • Target Locations • Target Interests
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager • Regular & Power Editor • Custom Audiences • Target specifics like friends of fans who like x, y, and z. • Lookalike Audiences
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager
Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager
Webinar: July 27, 2011Webinar Webinar SUMMARY KEYS: • IMAGES Work! • News Feed is Key • BE SOCIAL • BE HELPFUL • Work the Funnel More: bit.ly/FBBestPractice
Webinar: July 27, 2011Webinar Webinar HELP Scores But being Too “salesy” will kill loyalty.
Webinar: July 27, 2011Webinar Webinar 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
Webinar: July 27, 2011Webinar Webinar Posting and Apps • Build Engagement, • Grow Fan Base, • Increase Leads & • Convert Sales
Webinar: July 27, 2011Webinar Webinar *Special TabSite Offer* Run Contests, Promotions, & capture leads on Facebook Tabs! Get TabSite for your Facebook Page at 33% off the regular $30/month cost! Use Code: MOStraining Purchase at www.TabSite.com and use the code to save 33% Facebook Tune-up free Ebook: http://mikeg.biz/FacebookTune-up Doable Digital All Star’s Membership Group Wait List opportunity at link below: Slides: http://mikeg.biz/DigitalAllStars
Webinar: July 27, 2011 Thanks! Questions? Slides: http://mikeg.biz/DigitalAllStars • Easily run Contests • Offer Deals and Coupons (and more) • Helps Pages GROW fans / CAPTURE leads • LEAVE FEEDBACK: Facebook.com/ TabSite

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Growing Leads and Leverage with Facebook

  • 1. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Mike Gingerich TabSite Co-founder Slidedeck from presentation will be available
  • 2. Today’s Agenda: Webinar: July 27, 2011Webinar Webinar • The Facebook Opportunity (and Challenge) • Marketing Goals Facebook: Engage & Capture • Facebook Sales Funnel • Contests and Promotions to Grow Fans & Leads • Keys to Success • Question & Answer
  • 3. Today’s Agenda: Webinar: July 27, 2011Webinar Webinar Old Marketing
  • 4. • 1.2 Billion users • Every major demographic uses Facebook actively • Users spend OVER 7 hrs per month. 2x > #2 Webinar: July 27, 2011Webinar Webinar 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) Webinar: July 27, 2011Webinar Webinar Facebook.com/TabSite www.TabSite.com
  • 6. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar 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”
  • 7. Webinar: July 27, 2011Webinar Webinar Facebook.com/TabSite www.TabSite.com Average User: 1,500 stories/day Facebook shows 20% that it believes are the ‘most relevant’.
  • 8. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar In Social Media, competition is DIFFERENT
  • 9. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Competition to be seen.. is FIERCE!
  • 10. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar -The News Feed is the BATTLEGROUND Let’s dive into a Strategy to win.
  • 11. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 3 Types of Content • Top of Funnel • Middle • Bottom Full Infographic at: bit.ly/FBSalesFunnel
  • 12. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 3 Types of Content • Top - ATTRACT • Middle - PROMOTE • Bottom - SALES Full Infographic at: bit.ly/FBSalesFunnel
  • 13. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar TOP of Funnel Material on Facebook Infographic: bit.ly/FBSalesFunnel
  • 14. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IMAGES get the most engagement
  • 15. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar
  • 16. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IMAGES get the most engagement • Style is social • Uses an Image • Images are fun • Not over-the-top selling • Tells a story • Entices interaction
  • 17. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar IDENTIFY • Connect an event to your product / org • Invite responses
  • 18. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar 1. Capture Attention 2. Be Social 3. Be Helpful TOP OF FUNNEL GOAL:
  • 19. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
  • 20. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Mid-Funnel focus is moving Fan to Lead - PROMOTIONS
  • 21. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar PROMOTIONS capture LEADS
  • 22. Webinar: July 27, 2011 Facebook.com/TabSite www.TabSite.com Webinar Webinar • Incentive: Free Book Value: • More Podcast subscribers • Growth in Email List
  • 23. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar In Posts… 1. Capture Attention 2. Be Social 3. Be Helpful
  • 24. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar Drive… 4. To the Tab 5. Form Sign-up Example leads to Email sign-up via Free eBook offer
  • 25. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar B2C: • Coupon Code • Printable Deal • Contests B2B: • eBook • Webinar • Video • Event PROMOTION IDEAS:
  • 26. Webinar: July 27, 2011 Hashtag: # FBcontests Facebook.com/TabSite www.TabSite.com Webinar Webinar Capturing Leads on Tabs • Offer something to incentivize • Keep it simple • Capture Email
  • 27. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Mid-Funnel: Contests on a Tab •Likes, •Shares •Comments •Leads via entries
  • 28. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus Remove Final Barriers. Get Sale.
  • 30. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
  • 31. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus Time Specific Offer. Get Sale.
  • 32. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Bottom Funnel focus The Advantage. The Offer. The Ad.
  • 33. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Targeting Tips For your Facebook Page • Location based? You can reach specifics
  • 34. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar 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
  • 35. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Boost Post • Target Specifics • Target Locations • Target Interests
  • 36. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager • Regular & Power Editor • Custom Audiences • Target specifics like friends of fans who like x, y, and z. • Lookalike Audiences
  • 37. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager
  • 38. Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Ads Manager
  • 39. Webinar: July 27, 2011Webinar Webinar SUMMARY KEYS: • IMAGES Work! • News Feed is Key • BE SOCIAL • BE HELPFUL • Work the Funnel More: bit.ly/FBBestPractice
  • 40. Webinar: July 27, 2011Webinar Webinar HELP Scores But being Too “salesy” will kill loyalty.
  • 41. Webinar: July 27, 2011Webinar Webinar 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
  • 42. Webinar: July 27, 2011Webinar Webinar Posting and Apps • Build Engagement, • Grow Fan Base, • Increase Leads & • Convert Sales
  • 43. Webinar: July 27, 2011Webinar Webinar *Special TabSite Offer* Run Contests, Promotions, & capture leads on Facebook Tabs! Get TabSite for your Facebook Page at 33% off the regular $30/month cost! Use Code: MOStraining Purchase at www.TabSite.com and use the code to save 33% Facebook Tune-up free Ebook: http://mikeg.biz/FacebookTune-up Doable Digital All Star’s Membership Group Wait List opportunity at link below: Slides: http://mikeg.biz/DigitalAllStars
  • 44. Webinar: July 27, 2011 Thanks! Questions? Slides: http://mikeg.biz/DigitalAllStars • Easily run Contests • Offer Deals and Coupons (and more) • Helps Pages GROW fans / CAPTURE leads • LEAVE FEEDBACK: Facebook.com/ TabSite