The Facebook Conversion Formula: A Blueprint for Turning Fans into Customers

The Facebook Conversion Formula- A Blueprint for Turning Fans into Customers

Just having a Facebook Page is really just the beginning of building a successful social media strategy. But with the right formula will not only help you engage with Fans, but generate hot leads and real ROI from your Facebook following.

So the Facebook sales cycle in its simplest form is:

  1. Grow your Facebook fans
  2. Promote to gain email and phone inquiries
  3. Nurture those fans to convert them to hot leads
  4. Convert those hot leads into revenue

That is the Facebook conversion formula. In essence a blueprint for turning fans into customers

sales cycle Facebook

So how do you implement that process?

How to get more (relevant) fans

8.11% of all traffic on the internet comes from Facebook. The people looking for your products are already on Facebook, the question is how do you find them where they are already looking?
The first step to growing your fan base is developing a user persona around your ideal Facebook Fan. You can’t find what you’re not looking for.

Traits of your ideal fan, and ultimately your leads and customers, are based on demographics, interests and likes, jobs experience and geography. Combining characteristics from each of these categories will allow you develop a usage scenario. In this case, the usage scenario is how your brand and ideal user interact on social media and Facebook in particular.

All of your usage scenarios come together to become your content strategy. Your content strategy should be broken into pillars; categories of content that are relevant to your ideal fan personas and on-strategy for your business.

Below are 5 examples of types of pillars you may develop for your persona. All of your content and posts should fit into one of these categories. Note, that these 5 may or may not be relevant to your own business.

Turning Facebook Fans into sales

Convert your Facebook fans into leads

A fan becomes a lead when they willingly provide contact information, sign-up for your email newsletter or otherwise opt-in to learn more about your business. This is best achieved when there is already brand affinity in-place and you have already positioned yourself as the industry expert.

To build that brand awareness and affinity, you’ll use your content pillars to create good and engaging content. In providing immense value, you will create trust and solidify yourself as an industry expert. This exchange of information will create long-term, loyal customers.

Start by encouraging engagement with your content in the Facebook news feed. According to a Hubspot Study in 2013, photos on Facebook generate 53% more likes than the average post. The more likes, shares and comments you receive, the more visible future content will be to your fans.

Passive Strategy

Email is the #1 reason adults go online. 92% of all adult internet users in the US check their inbox on a regular basis (2). Capturing email addresses is vital to taking the relationship to the next level.

To do so, post a sign-up form to your Facebook page via a 3rd party app. Occasionally encourage Fans to sign up to receive updates via email.

Active Strategy

84% of all internet users in the US search for ‘how-to’ or DIY information.

Leverage your knowledge and content on topics your ideal customer searches for and require contact information to download. ‘Fill in your name and email address and we’ll send you this whitepaper.’

The download should be set-up as an auto-reply to avoid you having to lift a finger.

Turning Facebook fans into salesHow to turn leads into customers

Nurturing leads makes your campaigns and promotions that much more effective. Through your content strategy, you provide tremendous value first, before asking for the sale.

As bestselling author Gary Vaynerchuk says in reference to warming leads and making sales ‘Jab, Jab, Jab, Right Hook’.

One way to nurture prospects to sales ready state automatically is through a drip campaign. Below you’ll see an example drip campaign where you provide content first and only show a product demo to warm leads. This technique requires little maintenance from a marketing team, producing no touch sales.

How to turn Facebook fans into sales

Another example of lead nurturing would be to invite leads to special in-person events like trade shows, private meetups and invite-only lectures. This is more costly, but drives very high brand affinity. It provides an avenue for priceless face-to-face interaction with your leads.

Once you’ve provided extensive amounts of content and warmed the leads to point that you feel comfortable asking for the sale, it’s time to do just that.Make the sales through Facebook marketing by leveraging special discounts and offers.

Include additional values such as free shipping, white glove service and product bundles to close the deal.

It’s a long term strategy

Generating real revenue from Facebook is a long-term strategy rather than a turn key solution. You must be patient and value driven to put yourself in the position to identify your ideal fans, convert fans to leads and warm leads to sales.

The social sales cycle is a good framework for understanding how your business can benefit from social media.

Does your brand follow a similar strategy to proving value of social media? If not, do you plan on adopting one?

Guest Author: Alex Shamy – User Growth & Product Marketing  at Heyo. Internet explorer, defaulting to action. Passionate about growing sustainable audiences through conversion optimization, systems organization and frictionless design.

 

 

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Comments

  • http://WWW.EXTRA-CASH-ONLINE.COM/ Robert Connor

    Good points and sales funnel-but we need to learn more how to attract more fans! Have a great day jeff on purpose!

  • Eleanor Pierce

    This is terrific! It’s interesting to me how rare the use of buyer personas still seems to be when it comes to social, but it definitely makes creating content much simpler.

    • http://heyo.com/ Alex Shamy

      Building content pillars makes your life so much easier, Eleanor. Focus your content and you’ll find the right fans. Thanks for reading!

  • http://SamanthaStudebakerCarl.com/ Samantha Studebaker-Carl

    Thanks Alex!
    So many great points. But I really like how you said “You can’t Find what you’re NOT looking for”
    So many people completely skip over this one KEY step.
    – Decide who your target audience is.
    You’ve got to know more about who your customer is, than you do about anything else.
    Determining who you are marketing to is as important choosing a destination when you get in your car to drive somewhere.
    If you don’t know where you’re going, how can you possibly get there?

    • http://heyo.com/ Alex Shamy

      It’s a shot in the dark if you don’t pin down who you’re trying to reach, Samantha. Arguably the most vital piece to the puzzle. Thanks for reading!

  • http://scootersparts.net/ ScootersParts

    Very nice points Alex. We will implement some of your tips very soon. Thank you for posting nice points.

    • http://heyo.com/ Alex Shamy

      Appreciate you reading and commenting! Do you have a link to your Fan Page? Would love to check in and see how the pointers are working! – Alex

      • http://scootersparts.net/ ScootersParts

        we have and here is the FB link. We still have to work on it a lot though!

        https://www.facebook.com/ScootersParts.net

        • http://heyo.com/ Alex Shamy

          Do you all sell parts for Italian Scooters?! I know a guy who could use some! – Alex

  • Imtiyaz Ahmad

    Thanks Jeff, really helpful tips for my e-commerce client. I am planning to buy your book..:)

    • http://heyo.com/ Alex Shamy

      Thanks for reading, Imtiyaz! I’ll be reading Jeff’s book as well :) – Alex

  • chrismarklee

    I am learning Facebook marketing. Tuesday, Wednesday and Thursday are the best days. People are in Facebook at work. I am wishing people happy birthday, great new pic, etc. I move very carefully on Facebook.

    Chris

    Owner Cel Financial Services
    Tax Return Preparer
    Registered bonded California CTEC Tax Preparer
    http://www.taxprepfillmore.com/piru-ca-tax-preparation

    • http://heyo.com/ Alex Shamy

      Great strategy, Chris.

      Are you using your personal profile or page when you’re engaging with folks? – Alex

      • chrismarklee

        I just did a Facebook business page January 1st. I have one like on it my wife. I am going to be doing business stuff on my business page I do have a personnel page.

        I would appreciate if anyone could go to my Facebook page and click like.It is listed below

        God Bless,

        Christopher Lee
        CEL Financial Services
        https://www.facebook.com/taxprepfillmore

  • http://www.squarefishinc.com/ SquareFish Inc.

    Great job on this content and illustrations Jeff! I laud your expertise when it comes to website conversion..

    • http://heyo.com/ Alex Shamy

      Thanks for the support, SquareFish. Hope you got some value from the article and start leveraging your Facebook Page to help drive website conversions – Alex