Is Facebook working for you?
Are you turning your fans into revenue?
Some small business owners still don’t ‘understand’ Facebook. They scratch their head in bewilderment, wondering what all of the fuss is about.
But even the businesses that have attempted to have a go at Facebook marketing are perplexed. Why? Because even though they may see the advantages of engaging with their potential clients and trying to attract new ‘fans’, they tend to give up after a while because they can’t see the point of investing time and energy in building a community because they don’t see any return for it. They simply don’t know how to take the momentum of customer engagement on their site and convert it into buying power.
The secret is to think of Facebook as the first step of the sales process. You then have to nudge your fans away from your Facebook page and on to your website or sales page. However, before you can do that, you need to build trust with them. This is where the Facebook magic that you hear about all of the time really kicks in.
Here are some tips to convert your Fans into paying customers:
1. Capture the Attention of Your Fans
To convert a fan into a paying customer, you need to start by cultivating a loyal community. It is no good just having fans who ‘like’ you but who will never buy from you as they are a waste of time from a business owners point of view. You need to concentrate your efforts on those fans that have a genuine vested interest in what you are selling or your services.
You can’t be all things to everyone as you will spread your appeal too thinly. To really maximize your sales impact with your fans, you need to build up a picture of what your “ideal customer” really looks like and tailor all of your posts to target this ‘ideal’. That way, you will guarantee success because you are building a community of fans who will buy your product or use your services.
But how do you go about creating a profile of your ideal customer? Take a look at the information at the end of this article to start building up a profile picture of your ideal customer.
2. Create Massive Engagement
To get your customers to buy from you, you need to engage with them. You need to get them talking, start to build up a relationship with them that is 2-way.
Facebook is the perfect platform to do this. It gives you a chance to give your business the human touch they can feel a loyalty to. However, you tread a very fine line so you need to do it properly. People do not go on Facebook to receive sales pitches. They are there for fun and human interaction only.
Remember that you are only ever one click away from losing your client. A bad post or entry could easily lose you followers that you have worked so hard to get in the first place, and that would be a real shame. To avoid making that mistake give each post you make great value to your customer. Here are 3 simple Facebook engagement tips that I wrote about recently.
3. Turn Your Raving Fans Into Qualified Leads
Now that you have engaged your fans by getting them to interact with you, it is time to take the relationship you have with them in a new direction -getting them to take even more action, this time away from Facebook.
Your new posts will not be asking them to respond on Facebook but to visit a page on your website or to use a Facebook app which encourages them to opt in to your mailing list. Some people prefer using Facebook apps as it allows you to do lead generation without asking people to leave Facebook.
Asking your fans to take action requires an extra leap of faith on their part, so when you first lead them outside Facebook, or to mailing list opt-in, do so with a valuable offer, such as a contest entry or a free e-book or webinar. Don’t sell on your Facebook page. Your aim at this point is not to make a sale but to get them on to your mailing list so that you can correspond with them and continue to build your relationship outside of Facebook.
4. Introduce Sales Opportunities via Email
Now that you have progressed your loyal fans on your mailing list, you need to continue building up your relationship and ‘warm them up’ to be able to gradually introduce sales offers to them.
Email marketing is an essential part of your sales funnel and this is the part where most businesses fall down. Having an email list is the best place to convert fans into customers. Instead of annoying your Facebook community by broadcasting sales messages, you can market your product directly to qualified leads, straight into their email inboxes.
As they have trusted you with their email address you need to treat them with respect. Please don’t be like Groupon, people hate that. It is important to focus on creating engaging social content for your email list, just as you would on your Facebook page or for any other marketing channel.
The key is to balance good quality engaging content with sales messages. For example, you could send out emails to encourage your audience to check out your latest blog post, sign up for your webinar or download your latest report – all free, valuable content. Once they consume that great content, you can then use email marketing to encourage them to take the next step and do business with you by buying your product or service.
If you nurture your opted-in leads with giveaways on Facebook and use the “help now, sell later” approach to email marketing to close sales, your converted Facebook fans will likely be happy to open their wallets and buy from you.
Do you see how powerful Facebook is for your business when done right?
That is why most small businesses don’t understand the power of Facebook. But if you make that extra effort to put in a good marketing strategy and engage your fans, you will turn them into loyal ‘super fans’ who will buy from you time and time again.
Feel free to contact us about any of these strategies and find out how we can help you to not only build up a loyal following on Facebook but will also be able to help you to build a large database of qualified leads that will provide more sales for your business.
Always provide value to your ideal customer with your social media activities. You’re only one click away from being unfollowed, unsubscribed from and unliked if you’re not providing value
Rich Brooks, President, Flyte New Media
BUILDING UP A PROFILE OF YOUR IDEAL CUSTOMER
Your Ideal Customer:
- will enjoy being part of your business
- will always be open to new offers that you put out in your business
- will communicate with you on a regular basis
- will understand you and understand the message your business is trying to convey
- is loyal
- generates huge amounts of profit for your business through repeat purchases
- is happy almost all of the time
- does not moan, whine, or waste your time with petty complaints
You need to step into your customer’s shoes to begin to build up a picture of your buyer. You need to understand what makes them tick, in order to pinpoint the interests and triggers that will motivate them to starting the repeat business that is going to generate you money from multiple purchases.
So, again, how do you do this? Well you need to answer some of these questions:
- Why will your customer buy from you?
- What is your customer most worried about?
- What is the ultimate dream goal for your customer?
- Which problem is your customer most desperate to solve?
- What will your customer buy after they buy your product?
- What does your customer buy before they buy your product?
- What annoys your customer?
- What makes your customer feel happy?
- How old is your customer?
- Where does your customer live?
- Does your customer have children?
- Is your customer married?
- What is your customer’s salary?
- What type of house does your customer live in?
- What political persuasion does your customer have? (Careful with this one :))
- Which newspapers does your customer read?
- Which TV programs do your customers watch?
- What does your customer do in their spare time?
- What kind of books does your customer read?
- What types of websites does your customer visit?
By answering these questions you will be able to paint a detailed portrait of your ideal customer, which in return will make it much easier to sell to them via Facebook.