You’ve probably heard the phrase “Build it and they will come”, sadly it’s about as trues as “This time next year Rodney, we’ll be millionaires!” when it comes to online marketing for your business.
Last week I asked if there were any particular topics and the overwhelming question, posed first by Sam Norton of Calderdale based Bright N White Teeth Whitening was “How do I turn Facebook Likes in to Sales?”
“Failing to Plan Is Planning to Fail”. Too many businesses operate on the basis of hope rather than expectation. Hoping someone will like your page when you advertise and then figuring out what and how to sell them something is a recipe for disaster.
You need a plan of action that covers not only what you are going to say, but when and how often you are going to say things too. Having a planned campaign of activity, whether that’s sales, discounts or product launch should be done before spending time generating likes for your Facebook page. People often ask what the key difference is between our American and English customers are. A colleague years ago summed it up best. “English people love to buy, but they don’t like to be sold”. Think Value First.
If you’ve followed this column for a while you’ll know that I am a believer in giving value before any sales are made. When you make yourself the expert, or the place that has lovely “things”, people with a high level of affinity or interest will take notice. Don’t be so fixated on making the sale and understand that it’s OK if 95% of your followers never buy anything and only receive great advice or ideas. The Facebook page should be entertaining, informative, expert and at that point you can make the leap to the sales process. If I had one tip for business to turn Fans in to Fivers it’s this.
Offer something of real value in exchange for your fans contact details and their permission to contact them in the future. This way you’ll be able to have a real one on one conversation. After all it is called “social” media.
Have a great weekend!
Lee Kenny is managing director at Halifax-based Snowflake Media