Pay attention. Even though the headline is (a bit) misleading, this post is all about how Facebook marketing should work. Start with an established company – in this case, one with both a brick & mortar and e-commerce presence. Take its desire to get more out of its Facebook page – after all, they’ve seen others do it – to a specialized interactive marketing agency. The agency asks all the right questions and puts good social media theory into practice on a limited budget. Not only does it work for the client, the agency’s blog tells us how they did what they did in fine detail.

Jeeperz Creeperz sells and installs automotive accessories with Jeep owners forming the core of its business. Located in Wyandotte, Michigan, Kevin Bentz and his wife Charri have operated the business and its related ecommerce website since 2001. The Bentz’s turned to AfterMarketer Club, an interactive marketing agency that specializes in working auto industry companies. AfterMarket Club explored all elements of Jeeperz Creeperz Facebook page, asking questions such as:

• Did the overall appearance of Jeeperz Creeperz Facebook page convey the right message?
• Was there a compelling reason to become a fan?
• How were they greeting their fans?
• What was Jeeperz Creeperz posting?
• How frequent were their postings?
• What posts were getting comments?
• How did Jeeperz Creeperz respond to fans comments?
• What types of postings were triggering sales questions (leads)?

A plan was developed and deployed using specialized landing pages, custom content generation and contests. The results: Jeeperz Creeperz is averaging 43 sales leads per month. (Smile now as you realize how our headline is accurate.) And while the actual sales figures were not reported to us, Jeeperz Creeperz has had to hire an additional full-time employee to handle the increased business.

Brian Offenberger, founder of AfterMarketer Club, tells Social Times that based on the annual cost of their program, Jeeperz Creeperz started generating positive ROI within 30 days of the initiation of the new Facebook page. “We’ve been delighted with the results,” said Kevin Bentz. “Our fans have doubled, activity on the page has tripled and we now have a great new source of sales leads. Our Facebook page has become a major asset to our business.”

You can find details on the campaign on the AfterMarket Club blog. But before you click the link thinking what you will have before you is the secret formula for Facebook marketing success, don’t conclude that what worked for Jeeperz Creeperz is guaranteed to work for you. “An author can tell people how to write a book and yet still very few do it,” said AfterMarket Club’s Offenberger. “Many small businesses don’t have the time and/or resources. Hopefully, our teaching them enables them to make more informed buying decisions.” He also notes that, “We didn’t share all our secrets.”