Facebook is still the top dog when it comes to social media marketing. With 1.39 billion active monthly users ready and willing to share anything that comes across their feed, Facebook is a marketer’s dream come true. Never before has it been so easy to build an audience for your brand and interact with customers.
But it’s not always that simple. Even if you’re sharing content that connects with your audience, it can be difficult to turn those fans into paying customers. All the “likes” and comments in the world won’t help keep the lights on. At the end of the day, the goal of Facebook marketing is the same as any other form of marketing: to increase sales.
If you’re having a difficult time turning fans into customers, it may be time to evaluate the type of content you share with your fans. It’s possible that you could be self-promoting too much and causing fans to tune you out. It could be that you’re sharing content that gets likes and comments, but has nothing to do with your brand. It could be any number of things, but what is clear is that the content you’re sharing isn’t conducive to making sales.
If that sounds like you, it’s okay. Turning Facebook fans into paying customers isn’t a far-fetched goal, and below you’ll find five strategies that will help turn fans into customers.
Sell Products Online With Stories
Even the most interesting products are boring on their own.
Take GoPro as an example. The product is a camera. It’s a nice camera, but it’s still just a camera. Even the average GoPro customer is not going to get that excited about a camera.
But they will get excited about what that camera can do. Look at GoPro’s Facebook Photo Stream. Every picture there tells a story about the adventure the user had. GoPro is selling a lifestyle that is adventurous, fun and exciting. The images capture those moments and inspire fans to have adventures and memories of their own. Oh yeah, and now they know that the best way to capture those memories is with a GoPro.
Not every company is GoPro though. If your brand isn’t as exciting, you can still use this technique.
Take a moment and image that you sell knives. Posting a picture of your new knife isn’t going to set the Internet on fire. It might not even get your most ardent supporters to take notice. But, take that knife and use it to turn a watermelon into a margarita glass and people will take notice. Get creative with your content and let stories sell the product.
Incentivize Purchases with Coupons
Coupons have always been a great way to reward loyal customers and attract new ones. If you’re looking for a surefire way to turn fans into customers, offering a coupon is one of the best places to start.
Coupons are also a great way to get new fans. According to a 2013 white paper from consulting company Syncapse, 42% of survey respondents had “liked” a Facebook page in order to get a coupon or discount.
There are two ways you can handle coupons on Facebook. You can make them available to everyone or you can create fan-only coupons. Making coupons available to everyone can increase one-time sales, but if users don’t like your page, it’s possible they’ll never see another one of your posts.
Alternatively, you could use coupons to drive sales and grow your fan count by offering a coupon in exchange for liking a post or becoming a fan of your page. This encourages first-time purchases and gives you the opportunity to market to those new fans in the future.
Offer Gift Cards
Sometimes, increasing sales is as simple as giving people what they want. People love gift cards.
According to the National Retail Federation, 81% of shoppers buy at least one gift card during the holiday season. Now figure in all the birthdays and other holidays throughout the course of the year where gifts are exchanged. That adds up to a lot of gift cards being purchased throughout the year.
The same survey found that 70% of gift card recipients spend more than the value on the card, leading even more sales for you.
Offering gift cards on Facebook is a great way to increase your sales. At the same time, it leads to your fans introducing their friends and families to your products.
Run a Flash Sale
Flash sales are a great way to drive sales and spread the word about your brand. Flash sales create a sense of urgency among buyers. That urgency, along with the sale price, can lead to customers making a purchase they otherwise wouldn’t have made. It also gets people excited enough to share the news of the sale. That means more potential customers — and sales — for you.
If you’re considering holding a flash sale, it’s a good idea to “leak” the information well beforehand. In the days and weeks leading up the sale, announce that you’ll be holding a flash sale in the coming days. Don’t announce the specific date of the sale, this will keep people interested and prime them to pounce on the sale when it happens. Plus, it keeps them checking out your feed in the days leading up to the sale.
Make Use of Facebook Ads
Nobody likes to spend money when they don’t have to, but Facebook ads can be a great way to grow your fandom and give your sales numbers a boost.
Even though the cost of advertising on Facebook has increased in recent years, it’s still less expensive than advertising in other forms of media. Once you get the hang of it, you’ll drive traffic and revenue from Facebook’s ad platform.
Facebook helps you create ad campaigns based on your goals. Depending on what you want to achieve, Facebook can guide you through setting up ad campaigns designed to:
- Increase engagement with Facebook Page
- Increase Facebook audience
- Get users to visit your website
- Get users to take a specific action on your website
- Install your app
- Increase activity on your app
- Promote events
- Claim an offer you have created on Facebook
Generating sales from Facebook doesn’t have to be as difficult as many businesses make it. If you’re having trouble generating sales with your current marketing strategy, give the five ideas above a try. They may not all work for you, but a couple of them are bound to give your sales numbers a shot in the arm.