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Welcome to the 5th podcast by Blue Square Management. In episode 5 we talk about 5 strategies on how to turn Facebook followers into customers. In which we discuss:
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Listen to the podcast below to learn how to convert Facebook fans and followers into customers, clients and patients.
Here are a few some statistics about pay-per click advertising:
Hello everyone and welcome to another episode of Blue Square SEO and Digital Marketing Podcast. I’m your host, Paul Birkett, from Blue Square Management, and in today’s podcast I’m going to be talking about HOW TO TURN FACEBOOK FANS INTO PAYING CUSTOMERS
INTRO
Here’s the deal. Your business can have a huge presence on Facebook with thousands, or even hundreds of thousands of fans, but still struggle to get new clients. Why is this? Well, for the most part it is because you’re not doing a good enough job of turning those fans into actual paying customers.
You have done a great job with the first step in the process, which is attracting people on Facebook and ultimately building a raving fan base. Now is the time, however, to take that next step of turning those fans into people that actually pay you money for what you have to offer.
Here are 5 strategies to consider that will help your fans turn into customers.
In the overall scheme of things, it is important that you keep your Facebook fans engaged and keep your brand in front of them at all times. To that end, it is very important that you as a business owner maintain a consistent approach to the content you are publishing for your followers. A good practice is to put something out there once a day that is likely to be shared or liked a lot. Not only will this help your content go viral and get in front of more people, it will also establish you as an authority in your industry.
Examples of content that you can post on a daily basis are how to articles, tips related to your industry or even interesting photos that your followers may want to see. The key is to make this content as engaging as possible so that it keeps getting shared and it keeps your fans coming back for more.
Now, when one of your fans needs the service or product you offer who are they going to call? Exactly! They will call you because they know who you are and consider you an authority in your industry.
In order to convert more followers into customers, first your fans actually have to SEE what you are posting and promoting so they have the opportunity to become a customer, client or patient. One of the most biggest changes Facebook made was to minimize the organic reach for brands. Basically, this means that only a tiny fraction of your fans will see your updates in their newsfeed on Facebook. According to Edge Rank Checker it was estimated that you only reach about 6.5% of your fan base with every post you make on your fan or business page.
There are a number of ways you can increase your posts visibility within your newsfeed, and one of the best ways is to promote your posts.
A promoted post starts off just like any other post you’ve made on your business page. You simply choose a post you want to promote, like a special sale, or a story you want to share about your business. Then you set a budget and the post is shared to a set number of Facebook members depending on your budget. Your post will be seen by your fans, and even friends of your fans depending on your budget. Promoting your posts is a very inexpensive way to ensure you get maximum visibility.
Another way to ensure your followers see your updates is to educate them so they can ‘Get Notifications’ from your Page.
Most of the time, users are not even aware that they are not seeing your updates. Simply by telling them how they can stay better informed with your businesses special promotions will boost the number of people that actually see your posts.
To turn on notifications on a Page:
When they turn on notifications, they will get updates each time you posts something.
If you want to turn more of your Facebook followers into paying customers then you are going to have to market to them – plain and simple.
Now, a common and effective practice to use is creating offers and posting them to Facebook that have an element of scarcity or urgency to them in order to get people to act right away. In other words, why not post a coupon limited to the first 10 people who claim it for a certain percentage off your service?
Or what about a special offer on a service that expires in 24-hours? Make the offer something that your fans cannot pass up and you will see the phone begin to ring! That said, once you end driving your fans from Facebook through your doors it is your job to keep them coming back. Use these special offers as a way to get them there – it’s up to you to keep them there.
Another way to reach your audience with a special deal is through Facebook Offers. This is a form of paid advertising where you can create an ad and target specific people with a special offer that will fit their needs.
Facebook Offers are Page posts about a special discount or promotion that can be created from the sharing tool on your Page. An offer post is special because when it shows to people in their News Feed, it has a Get Offer button that encourages people to claim it.
You can track the success of your Offers not just through the number of claims, but also by counting how many customers walk into your store.
The thing that makes Facebook Offers unique and very powerful is that they will actually email the person that claimed the offer to remind them to use it. In other words, they will do some of the dirty work for you to ensure that the person actually becomes a paying customer!
Having a robust fan base on Facebook is great and can be very profitable but there is an even better way to engage these people to turn them into customers, clients or patients.
What is it you ask? Simple, it’s email. If you are able to drive your fans to your email list, then you will be able to communicate with them on a whole other level. Email newsletters are still the best way to communicate directly to your audience.
Think about it for a moment. Not only are you engaging them within Facebook, but now you are also engaging them within their inbox. This is very powerful as the more “planes of engagement” there are between you and your potential customers the more you will see your bottom-line increase.
The best part about building that email list from your Facebook fan base is that it is easy! You simply need to drive your fans from Facebook to an email opt-in form on your website or to an opt-in form right within Facebook. There are many apps out there that make it really easy to create these lead capture forms right within Facebook so the fan never has to leave if you don’t want them to.
Please keep in mind that people will only opt-in to your email list if you give them a good reason. Don’t be afraid to offer a discount or some other valuable form of content to ensure they sign up right away!
A final strategy to turn fans onto customers is to show them some love too! What this means is making sure you are active on Facebook and sharing content that your fans have produced. This will create a feeling of reciprocity between you and your fans. It also shows that you are just a normal person too – not a corporate machine.
People love being engaged with in social media. If you take a few minutes each day to engage with some of your followers then you will see that investment on time come back to you tenfold. All of a sudden, a normal fan will become a raving fan just because you reached out to engage them.
Who do you think that person will do business with when they need what you have to offer?
All in all, getting your Facebook fans to turn into paying customers, clients or patients is easy if you know what you are doing. Just follow these strategies that I have just outlined and watch your business take off like you never thought possible!
I hope you found this episode helpful and see you in the next Blue Square SEO and Digital Marketing podcast.
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