Are You Ready

for

2013?

Successful

Marketing

Moderator

Becky Ross

Marketing Manager

(303) 228-8753

bross@kpaonline.com

Presenter

Kathi Kruse

Kruse Control

(714) 251-6440

kathi@krusecontrolinc.com

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

kathi@krusecontrolinc.com

714.251.6440

Thank

You!

Facebook: kathikruse

Twitter: @kathikruse

LinkedIn: krusecontrol