Covers the Facebook challenge and opportunity and lays out a path with specific guide to create a Facebook Sales Funnel. Includes Facebook Marketing tips, Facebook posting tips, and ways to convert fans to leads and then to customers.
1. Webinar: July 27, 2011
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Mike Gingerich
TabSite Co-founder
Slidedeck from presentation available at: bit.ly/SummitUp
Facebook.com/TabSite
www.TabSite.com
2. Webinar: July 27, 2011
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Today’s Agenda:
• The Facebook Opportunity and Challenge
• Lead Capture on a Facebook Tab
• Contests and Promotions to Grow Fans & Leads
• Success Tips for Posting your Tab
• Question & Answer
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Today’s Agenda:
Old Marketing
Close but still not
“with” the animals
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Today’s Agenda: New Marketing!
The
On Facebook
Businesses
swim with
users!
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• Users spend OVER 7 hrs per month. 2x > #2
• 71% access Facebook via Mobile device
•
77% of b2c companies acquired a customer
through Facebook, as have 41% of all b2b’s
(2012)
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”
Facebook.com/TabSite
www.TabSite.com
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The Challenge
To market on Facebook is to
swim with the fish that are there!
It is a social network!
Facebook.com/TabSite
www.TabSite.com
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Competition to
be seen..
is FIERCE!
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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-The News Feed
is the Battlefield
Let’s dive into a
Strategy to win.
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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3 Types of Content
• Top
- Engage
• Middle - Capture
• Bottom - Close
Full Infographic at: bit.ly/FBSalesFunnel
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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TOP of
Funnel
Material on
Facebook
Twitter Hashtag: #TabSite
Infographic: bit.ly/FBSalesFunnel
Facebook.com/TabSite
www.TabSite.com
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How to “Swim with the Fish”
1. Capture attention
2. Be Social
3. Be Helpful
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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How to “Swim with the Fish” (top of funnel)
Facebook.com/TabSite
www.TabSite.com
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How to “Swim with the Fish”
80 – 20 Principle
Inspire, engage, attract, inform, educate, entertain.
Content so good, people engage.
80
Mid-Funnel is where Lead Capture occurs
Only 20% that is direct selly sell, direct pitch material.
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
20
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Mid-Funnel focus is moving
Fan to Lead
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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In Posts…
1. Capture
Attention
2. Be Social
3. Be Helpful
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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Drive…
4. To the Tab
5. Form Sign-up
Example leads to
Email sign-up via
Free eBook offer
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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Capturing
Leads on Tabs
• Offer something
to incentivize
• Keep it simple
• Capture Email
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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Mid-Funnel: Contests on a Tab
• Engagement
INCREASES!
•Likes,
•Shares
•Comments
•Leads via entries
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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Lead Capture Tab with Contests
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Lead Capture Tab with Contests
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Case Study
• Photo contest
• Used a Like Gate
• Vote 1x per day
• RESULT: Reach
• Likes 800 to 1100+
• New Business Booked
bit.ly/FBphotocase
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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Bottom Funnel focus
Remove Final Barriers. Get Sale.
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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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
Twitter Hashtag: #TabSite
Facebook.com/TabSite
www.TabSite.com
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BRING IT ALL
TOGETHER….Remember:
Majority of user
time is spent in the
the News Feed
SO POSTING Is VITAL.
to drive fans to the Tab!
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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Facebook Benefits:
Increase…
• Exposure / Reach
• Increase Traffic to website
• Increase Email Marketing List
• Increase Leads and Lead Nurturing
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POST TYPE:
• IMAGES Work!
• BE SOCIAL
• BE HELPFUL
More Details: bit.ly/FBBestPractice
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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HELP Scores
But being
Too “salesy”
will kill
loyalty.
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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HELP Scores
The opposite
of pushy,
“salesy”, 1
way is to
Offer value
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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HELP Scores
• General Rule for Brands
80% useful, 20% promotional
Add Value. Be a Resource.
Companies on Facebook need to be social, be like the people
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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Posting and Apps
• Build Engagement,
• Grow Fan Base,
• Increase Leads &
• Convert Sales
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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KEY 1: “Swim with the Fish”
1. Capture attention
2. Be Social
3. Be Helpful
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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KEY 2:
Capture
Leads on Tabs
• Offer something
to incentivize
• Keep it simple
• Capture Email
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
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KEY 3: Closure Content
Direct offers and posts
That help viewer
Determine ROI
Hashtag: # FBcontests
Facebook.com/TabSite
www.TabSite.com
36. Webinar: July 27, 2011
Question and
Answer time
Special Offer…Try TabSite at 33% off:
Use code: SummitUP at checkout on tabsite.com
Slidedeck from presentation available at:
bit.ly/SummitUp
37. Webinar: July 27, 2011
Thanks for joining me!
About
• Easily run Contests
• Offer Deals and Coupons (and more)
• Helps Pages GROW fans / CAPTURE leads
• Facebook.com/tabsite and www.TabSite.com
Slidedeck available at: bit.ly/SummitUp