It might be tough for you to figure out how to generate sales for your business through Facebook. I want you to take a moment and write down what the three biggest objectives for your business are. Afterwards, write down how can you use Facebook when trying to achieve your goal. Next, read this article as I discuss the ways on how you will keep your existing customers and perhaps gain new ones as well.
Step 1: Gain Awareness
This requires a huge time investment on all phases. Your main goal is to try to make your target audience aware of your service and presence on Facebook. When you promote your business offline, you want to direct your loyal customers to your fan page. The trick here is to make them write a review or a tip for your business on the fan page to get the engagement going. As new users get involved, they will want to join in on the buzz. What are the other ways to make your online presence felt? Use advertising and when you do so the keywords need to be chosen very carefully for your ad to be effective. The content still remains king, so make sure you have added-value content that people will want to share with their friends. Another thing that you can implement is cross-promotions. Learn to collaborate with your competitors instead of looking at them as competition. This will help you spread the word faster and watch those fans go up, up, up!
Step 2: Education
For new visitors that come your way, how will you explain to them who you are? The point of the fan page is “humanizing” your product or service. No one wants to listen to a robot. Let your audience know who they are speaking to. If you are more personable, the more likely your audience will want to trust you. Next, let your customer know exactly what your product is and help them understand the brand behind it. Remember, that you can’t make everyone happy, so always address those who are not happy with your product. The best way to educate your customer is to put up a simple landing page that talks about what your business offers. Another way is to set up a store front social on your fan page that allows your customers to make purchases. Now with the new iFrames you can implement your whole website within your website. This will give them all the information they need without having to leave Facebook. After you decide on how you will educate your audience about your product, you will have to decide who is going to be in your community. When new comers browse through your Fan Page, they will look at your credibility (the amount of fans you have). Then they will look at the comments and content. It would help to ask yourself, “Does it talk about your brand?” If you are not around, will your fans and your content be able to explain what you are all about? Are you consistently adding people who are contributing to the conversation? When you have a fun community, everyone wants to join!
Finally, before becoming a fan, the user is going to ask, how is this going to benefit me? Does your fan page answer this? The benefit does have to be huge. It can be something simple, like becoming an affiliate with you. Another benefit could be your exclusive content. This is why valuable content is paramount. Now it is your turn to start a compelling community.
Step 3: Engage!
Many traditional advertisers are feeling powerless after the two-way dialogue became more popular. Now it is not about speaking to your customers, but having a two-way conversation with them. When you speak to your customer, you are in complete control. When you are engaging through social networks, you do not have any control over the dialogue and when the conversation will take place. There are the low-impact activities such as “liking” a status update. This is something they can do very fast while being involved in other activities as well. Medium-impact includes activities such as commenting. Now depending on the commenting, this can be turned into a high-impact activity if they provide a one-on-one dialogue. Then high-impact activities are those that involve on-going conversations. In addition, if you were to have a branded game that your audience can participate in, it will deliver high-impact results. For example, it can be a video game that the user (customer) loves to play, so he starts a conversation with his/her friends about the game. He/She is now building a buzz about the game and now his/her friends will also check out the game. In order for them to check out the game, they will be checking out what the brand is about as well. The impact of engagement is different for everyone, so it is important to take as many opportunities as possible.
Step 4: Action
In search engine advertising, clicking an ad means you are taking action to fill out the form or making a purchase. However, on Facebook, taking action means you are building relationships and providing multiple opportunities for those relationships to take action. This could mean directing them to your website, blog, or even making a purchase. However, most users are not ready to make a secure purchase when they become a fan, so this is why you have to continually throw call to actions. In this way, you are telling them to do something. If you do not tell the relationships to do anything, they won’t and you will wonder why you are not gaining traffic from them. A good action method is instant discounts. For example, provide a 50% percent discount for 1-hour, and see how many of your fans act on it. Another method is to have an opt-in which allows them to enter their name and email to win a prize. This will also get them subscribed to your newsletter. If you want to generate measurable results then provide these types of call to actions.
Step 5: Repeat Engagement
You have presented a call to action that your users have to take, and now you have to engage them. I want to share a story of why companies face disappointment with this step. Imagine a fat person who continuously tries to lose weight. She “tries” every kind of diet in the market and expects to get results each time. However, the duration with each of the diets is two-days long. Then she claimed that none of these diets worked for her. This is the same metaphor for Facebook marketing. You need to keep at it for a committed period of time to remain a winner. Relationship marketing recognizes the long-term value of a company keeping its customers. In contrast, direct marketing focuses on getting new clients but not keeping the clients. In step 4, we have already introduced calls to action. Now you have to simply keep them engaged. It is no longer about a one-time sale or action. We are continuously building a business based on relationships.
This process varies from one industry to another. Some people use this process just to get their audience to register for the newsletter, but are not taking full-advantage of the process. Facebook marketing entails engaging throughout the whole sales process. This is why it is paramount for each business to determine its best strategy on the resources that are available which will help generate valuable customer relationships. These are not just one-time customers.
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