You’ve made the greatest Facebook page on the Internet. Your company’s Facebook page has everything. Lights. Pictures. Witty posts. Videos. Dubstep. Why, your Facebook page looks like a postmodernist masterpiece.
You soon develop a following. People love your stuff. They like your posts. They share your posts. The number of page fans grows, from sixteen thousand fans to a whopping eighteen thousand. Things look fantastic. But we have a slight problem.
You aren’t making money.
We all know the importance of content marketing. Good content, motivated by the want to address your customer’s needs, drives traffic.
One thing should be clear however: we shouldn’t confuse traffic, Facebook likes and content shares with sales.
Your company’s content might be popular on Facebook and they may have a few thousand likes and shares. You might even see your company trending on the news feed. But all that traffic does not make you money. Believe it or not, sales do.
The Analogy of the Sausage Booth
You’re in a supermarket. You come across a sample booth tended by an energetic, over-enthusiastic auntie who’s promoting sausages. There’re sausages sizzling on the grill. The sausages look alluring. They smell good; roasted lamb mixed with garlic and oregano, slightly charred, dancing with the heat.
The auntie hands you a sample, a small piece of sausage on a toothpick. She knows she’s got you. The sausage is really nice and you ask for another. You call out to your significant other to come join you. The auntie now gives you two small pieces of sausage. One cheese, the other beef and mixed herbs. You shake your head at the cheese one. Yucks cheese sausage. Your significant other loves cheese sausages and takes it. You take the beef sausage.
“How do I get more of this?” you ask the auntie. She drops everything, grins and, as if sharing a secret with you, says, “Follow me.” She brings you to a shelf filled with different varieties of that brand of sausage. You’re convinced. Your significant other takes three boxes of sausage from the shelf and puts them in the shopping cart.
Facebook, with its 800+ million users, presents a huge opportunity for business. But the first question people often ask is, “Can it really generate money?” Facebook marketing, as we’ll see, is like tending a sausage booth.
Recommendation 1: Have a sales conversion funnel in place
Our sausage auntie has a sales conversion funnel to get you to buy sausages.
She lets you sample some sausages –> She takes you to the sausage shelf –> You buy
First off, consider the steps you have in place to get your followers to buy. How do you intend to attract their attention? What does your sales conversion funnel look like? Why are you using Facebook to achieve this?
To successfully market on Facebook is to have an holistic sales conversion funnel in place.
Think of this as a flow. You post content on Facebook to create a fan base and to generate leads. Consider next how you plan to follow up with your fans. Do you want them to click a link that takes them to a landing page? Do you intend to email them in the near future? Will you periodically send them newsletters or discount coupons?
Recommendation 2: Have clear call-to-actions
After sampling the sausages, you wonder how to get more. The sausage auntie has a shelf of sausages. You only have to ask and she would be more than willing to show you to her landing page.
The problem we often see is that some pages don’t tell their fans and followers what to do next. Do you want them to buy stuff? To click and sign up? To contact you?
Your regular postings on Facebook should have provided your readers with a clear idea of your company and what you can offer them. Most likely, your readers would want more. With clear call-to-actions, you show your readers what you want them to do next to get more from your company.
Your call-to-actions should be easy to use and easily accessible. It could be a subscription link, or a link to your company page.
Sales happen when followers become customers. Followers become customers only when they know how and where to purchase from you. We folks here at DIL cannot stress how important it is to provide your potential customers with a clear call-to-action.
Recommendation 3: Find your target market
We don’t want any kind of fans; we want to have a target market of ready and potential customers on our page.
Just like how the sausage auntie shouldn’t target vegetarians, you don’t want to be posting stuff that targets the wrong crowd. Think about your product or service and who you wish to cater to. Find your target market then post stuff on Facebook regularly for them.
Posting stuff on a regular schedule gets your followers to eagerly look forward to posts from you. Posting stuff that your target market wishes to see refreshes your followers’ interest in your company and reinforces your presence on Facebook.
Do you like sausages? Do you maintain a Facebook page for your company? Do you have other tips on Facebook marketing? Feel free to post comments below or hit that Link me up! button for more.