Kathi Kruse krusecontrolinc.com
@kathikruse
Social Media
How to Successfully Market
Fixed Ops With
The Secrets to Build
Genuine Fans,
Generate Leads &
Close More Sales to
Your Social Customer
What, Why & How
Just let this sink in for a minute:
•Targeted Marketing
•Relationship Building
•Self-Published Content
Where Do I Start?
Influence
Changing Customer Loyalty
Landscape*
*
• Younger, more tech savvy customers
are shopping “harder”
• Redefining the customer experience is
necessary
• Over 70% of customers WANT to be
contacted every 3 months
• Rewards and Loyalty programs key to
protecting your base
Be Where Your
Customers Are!
The most frequently checked website on the Internet.
852 million daily logins
25% log in five 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
4. Promotion Strategy
5. Engagement Strategy
6. Conversion Strategy
1. Clear Objectives
Measurement is about more
than just results. It must tie back
to your objectives.
Successful Social
Marketing Strategy
“Brand Discovery” 1. Who are YOU?
2. Who is your CUSTOMER?
3. What is your GOAL?
2. Great Design
Greet Visitors Right: Timeline Cover
What NOT To Do
Landing Pages
What makes your
Facebook Page
design work?
• Visual Representation of your Store
• 20% Text
• It’s the People, People
• Must be Business Page
• Convert Now if Personal Page
3. Solid Content Strategy
(What you’re going to post on your page)
Social Media is the car.
Content is the gasoline.
Solid Foundation
“Your mindset, culture & approach to
delivering your customer’s information
needs in all the places they’re
searching for it, across each stage of
the buying process.”
What is Content
Strategy?
Your
Customer’s
Information
Needs •Relevant
•Human
•Interested
•Helpful
•Teach, Don’t Sell
•Be Social
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*
• Heyo
KPA Webinar Promo Code: KRUSECONTROL
One Month FREE!
4. Promotion Strategy
(How you’re going to continually
increase your fan base)
Facebook Ads: Design Matters
Facebook Offers
Promoted Posts
What makes
Facebook Ads
work?
• Aim First, Fire Fast
• Ad Copy Matters
• Photos Matter
• Landing Pages
• Social Proof
• Promoted Posts $5, $10, $15, $20
• Test, Re-Test & Keep Testing
5. Engagement Strategy
(How you’ll respond to fans &
build community)
Social Media Manager
Every Sale Starts with Conversation
Engage Fans in Conversation
Listen Ask Questions Support
Build Relationships Foster Leads & Sales
Listen.
6. Conversion $trategy
(How you’ll turn your fans into customers)
Organic Leads
Facebook Ad Strategy:
Social Proof Increases Conversions
Capture Leads: Lead Generation Form
Coupons on Landing Pages
“If a potential customer has read
30+ pieces of your OWN content,
you have an 80% better chance
of closing the sale.”
Marcus Sheridan
TheSalesLion.com
Owned Media: Content You Create
• Blog
• Social Media
• Newsletters
• White Papers
• Videos
Mindset
Use Social Media to
promote your content
not your company.
… Owned Media
so awesome it becomes
Earned Media
Examples of
Earned Media
• Facebook Likes, Comments & Shares
• Twitter RTs and Mentions
• Links back to your site
• Reviews on Yelp and Google+
Key: Staff Participation
“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 4/24/13
Excuses
MAKE
CONTENT
MARKETING
YOUR
CULTURE
1. Clear Objectives
2. Great Design
3. Solid Content Strategy
4. Promotion Strategy
5. Engagement Strategy
6. Conversion $trategy
6 Elements of Facebook
Marketing Success
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Free: Kruse
Control Blog
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New Book! Digital Download: Amazon.com
Krusecontrolinc.com
Kathi Kruse Social Media Coaching & Training
Thank
You!
Facebook: kathikruse
Twitter: @kathikruse
LinkedIn: krusecontrol
krusecontrolinc.com
714.251.6440
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