One of the biggest problems with diverting energy to your company’s Facebook profile is that people who may “Like” your page may not end up doing any more than that. Just last week, I “Liked” Sol Republic, a globalized headphone company. Do I own their headphones? No. Do I plan on buying them? No. But for me it doesn’t matter. All I did was press a button. Is there a way to turn these followers into customers?
It may be as simple including an Opt-in form toward the top of the page. Nobody fills those out anyway, right? Wrong. Most people don’t fill them out but all you need are some and with the right sales promotions that number can grow substantially. The most successful place for this to be located is directly under your main image. How does one little tab encourage sales you ask? Contact information allows for direct marketing, which can easily lead toward dollar sales. With email sign up encouragement in Facebook posts along with exclusive sales promotion and event invitations, motivation for email registration is increased tenfold.
Linking Your Facebook page with the online store or physical location is a great way to drive sales. Coupons offered on Facebook redeemable only at the physical store will not only encourage the purchase of the product but will also increase sharing of your page through social media. “ According to a CMO Council study, 79 percent of consumers are using social media to take advantage of special offers and discounts, but only 43 percent of companies are offering deals via social media.” (1)
A great way to involve Facebook users with your brand is to include sweepstakes into your profile. Not only do you increase the customer’s excitement over your brand but you also receive all of their information when they sign up for your sweepstakes. I recently won a 4 pack of eco-friendly light bulbs in the mail. You can certainly bet that I’ll be signing up for more sweepstakes in the near future.
The last way to convert “Likes” into sales is to tease your “Likers”. Provoke the “Liker”. For example, a friend of mine is working for a certain tequila company with a unique package design. The tequila is sold in a skull shaped bottle. With the periodic Facebook post of “Hey there, Skull Heads! We’re aiming for 1000 likes by the end of the day. I think we can hit 1500!” He increased his likes by 1000 percent, resulting in a huge turn out for the company sweepstakes. CHA CHING.
Use these tips and make Facebook work for you! It’s easier than you think.
1. CMO Council, “Variance in the Social Brand Experience,” 2011