Most brands using Facebook to advertise would love to convert every one of their fans into customers. But, even in the best-case scenario, a very small percentage of a brand’s Facebook fans make their way through the entire marketing funnel to purchase on the narrow end.
However, depending on how many fans you have, you can convert many of them into customers, increasing your bottom line and keeping your business thriving and your brand popular. Here’s how:
7 Tips for Making Customers out of Fans
1. Solve the Problem
Unless you’ve done something to attract fans who’re not really interested in your brand, say, by running a sweepstakes where people could win an iPad, they are fans because they like what you do.
Your fans have a problem; they believe you may provide the solution. Make sure to keep their problem at the forefront of your mind when crafting your Facebook posts.
2. Engage Directly
Developing engaging material is one thing, but converting fans into customers goes beyond good engagement. You have to engage with people directly on their level. Focus on what’s being shared and what’s trending and incorporate your message into these materials.
3. Play the Social Game
A social network requires that you play to the social context of the crowd. This means that you have to be an active participant in the social experience. Your brand doesn’t stand above anyone: it must blend in to gain trust and, ultimately, customers.
4. Respond Personally
Responding personally to someone’s message shows a direct involvement. Brands like Taco Bell and Pizza Hut do this regularly with fans on Facebook and Twitter. A fan might post that they’re thinking about eating Taco Bell, and the brand personally responds, urging them to make that decision. It’s something small on the grand scale, but for that fan, it’s a memorable moment. It’s a moment that’s likely to turn a fan into a customer.
5. Extol Your Virtues
If you find that you have a few fans who aren’t turning into customers, don’t scrap your approach! You’re obviously doing something right since you have fans. Just keep at it. Be sure to speak highly of your brand while being careful not to get too self-promotional with it. Offer up a product demonstration or review, or find some satisfied customers to testify to your brand.
6. Direct Your Traffic Flow
One of the biggest reasons you may find that fans aren’t becoming customers is that you’re not offering them clear enough direction. Don’t sell your product on Facebook; use it to build up a fan base and be sure to direct those fans to your main site.
7. Give Up More for Less
Even if you’re using social media ads to gain new followers, you still need to add value in your posts. You can do so monetarily with deals and discounts, free products, loyalty rewards, and other bonuses. However, value doesn’t have to be in monetary terms. In fact, value on Facebook can be as simple as cool photos or videos, addictive games and other form of content. Some of the biggest branding success stories on Facebook are more about great content and less about vouchers.
Unfortunately, you’re never going to convert every fan into a customer. The most you can hope for is to make all of your fans entertain the idea of buying from you. So remember to keep people engaged, offer them high value for their money, and always work to solve the problems of your fan base.
Craig Robinson is a freelance writer from Qwaya, a Facebook ad campaign manager. He writes different topics about social media strategies and loves to explore new information about it. He's also an active participant in online communities and social media forums.