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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Kathi Kruse Social Media Coaching & Training

Thank

You!

Facebook: kathikruse

Twitter: @kathikruse

LinkedIn: krusecontrol

krusecontrolinc.com

kathi@krusecontrolinc.com

714.251.6440