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Facebook marketing can be a labor of love but what are you really getting out of your efforts? Are your fans only there to look at cute pictures or is there potential to turn them into loyal customers? Successful Facebook marketing goes way beyond the Like. When the goal for your store is to engage hundreds or even thousands of enthusiastic fans, 30-year car business veteran & Social Media marketing expert Kathi Kruse shows you how to get them and turn them into customers. She shares proven ways to get engaged and motivated fans on Facebook. Her insider’s secrets will help you build genuine fans, generate leads and close more sales to your Social customer.
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Are You Ready
for
2013?
Successful
Marketing
Interact During the Webinar!
#DealerWeb
Becky Ross @kpaonline
krusecontrolinc.com
Are You Ready
for
2013?
@kathikruse
Successful
Marketing
What, Why and How
Just let this sink in for a minute…
Influence
“If I tell my Facebook friends about
your brand, it’s not because I like
your brand but rather because I like my friends.”
Facebook is the most
frequently checked website
on the Internet.
• 852 million daily logins
• 25% log in 5 times a day (Edison Research)
• 3.2 Billion Likes & Comments everyday
Top Reasons People Like Your Page
• They’re already a fan in real life &
want to show their affiliation
• Get exclusive deals & discounts
• Their friends like your page
• Your posts are engaging & highly
sharable
6 Elements of Facebook
Marketing Success
1. Clear Objectives
2. Great Design
3. Solid Content Strategy (what you’re going
to post on your page)
4. Promotion Strategy (how you’re going to
continually increase your fan base)
5. Engagement Strategy (how you’ll respond
to fans and build community)
6. Conversion Strategy (how you’ll turn your
fans into customers)
1. Clear Objectives
Successful Content
Marketing Strategy
Answer These Questions:
1. Who are YOU?
2. Who is your CUSTOMER?
3. What is your GOAL?
Measurement is about more
than just results. It must tie back
to your objectives.
2. Great Design
Greet Visitors Right: Timeline Cover
What NOT To Do
Facebook’s Terms:
No Marketing
Messages
What makes a
great Timeline
cover photo?
People.
Landing Page Design
3. Solid Content Strategy
(What you’re going to post on your page)
Awesome Content Drives It All!
•Relevant
•Human
•Interested
•Helpful
•Teach, Don’t Sell
•Be Social
Solid Foundation Define Your Strategy
•Who is my customer?
•What are their interests?
•What problems can I solve?
•What desires can I satisfy?
•How can I help them buy?
Schedule Content: Editorial Calendar
Most Valuable Content:
Your OWN!
When customers consume your
self-published content prior to
sale they have a stronger
connection with you.
What to Post:
• Consistent with Brand?
• Self-Published
• Relevant Non-Auto Content
• Thought-Provoking Questions
• Visual Content
• Cross-Promotion
• Sales & Service Specials
• Customer Loyalty/Appreciation
When to Post:
• 2-3 Times/Day (Generally)
• Morning, Lunch & Early Evening
• Let the Audience Guide You
Tools to Manage Your Time
• Post Planner
• Google Reader
• Heyo
When Posting Links…
4. Promotion Strategy (How you’re going to continually increase
your fan base)
Thumbnails, Ads & Calls to Action
Facebook Ads: Design Matters
Social Proof Ads
Facebook Ads
• Aim First, Fire Fast
• Ad Copy Matters
• Photos Matter
• Landing Pages
• Social Proof “Friends of Fans”
• Promoted Posts $5-$20
• Test, Re-Test & Keep Testing
5. Engagement Strategy (How you’ll respond to fans & build
community)
Engage Your Customer
•Listen
•Ask Questions
•Support
•Converse
•Build Relationships
•Leads Happen
Community Manager
Build Community: 70% Engagement!
6. Conversion Strategy (How you’ll turn your fans into customers)
Some Leads Happen Organically
Capture Leads with Landing Pages
Always Consider Your Marketing Strategy
Social Proof Increases Conversions
“If a potential customer has read
30+ pieces of your OWN content,
you have an 80% better chance of
closing the sale.”
Owned Media:
Content You Create
• Website
• Blog
• Social Media
• Newsletters
• White Papers
Mindset: Use Social Media to promote
your content not your
company.
The Ultimate Marketing Coup
Owned Media so awesome it
becomes Earned Media
Customers empowered to
publish content on your
behalf inspiring buzz &
word of mouth.
The Social Shift: Daily Operations
Social Media is the car.
Content is the gasoline.
MAKE
CONTENT
MARKETING
YOUR
CULTURE
Key to Success: Internal Process &Your Team
“In the future, every employee will be
trained on Social Media. They'll
produce content & build lasting sales
relationships with the Social customer.”
Kathi Kruse
KPA Webinar 11/28/12
Proactive Strategy
Internal Process: •Awareness
•Train
•Motivate
•Recognize
•Reward
Head Off Trouble
Social Media Policy
Subscribe: Kruse Control Blog
krusecontrolinc.com
Kathi Kruse
Social Media Consulting & Training
krusecontrolinc.com
714.251.6440
Thank
You!
Facebook: kathikruse
Twitter: @kathikruse
LinkedIn: krusecontrol
