Growing PainsWednesday, 05 October 2011 15:00
Seven tips for turning Facebook likes into buys – part one
This is part one of a two-part post outlining seven tips for converting Facebook likes into buys.
I’ve blogged previously about how Facebook is fantastic for word of mouth-focused start-ups.
Brand building and awareness are great but the key outcome from any marketing activity for an online retailer is sales.
I recently put together a presentation discussing how we convert Facebook page fans into buyers and I thought I’d share the slides and content here.
1. “Purple cow” your brand
I've discussed Seth Godin's Purple Cow concept in an earlier post, but essentially you want your product to be unique and interesting so that consumers want to share it.
Particularly in this age of social media if customers want to share something they have some fantastic tools in Facebook, Twitter and YouTube to let them do that.
Get customers sharing your product through those channels and your product will be introduced to their friends and ideally that will lead to sales.
We've “purple powed” our product in three ways:
Each of those points is regularly talked about by customers on our Facebook page and those comments form great testimonials that encourage other fans of our brand to buy from us.
2. Encourage the Facebook experience to be personal
Engagement on our Facebook page tripled overnight. Customers love talking directly to Jodie on Facebook after seeing her in the videos on our site or to Jonaye after speaking to her via email or phone.
3. Customer service on Facebook converts
I photographed Jodie wearing a pair of wedges that a customer had designed with that peep toe.
Four days after the post had gone live it had 67 likes, 21 comments and most importantly we'd sold 13 pairs of wedges and quite a few other shoes with that peep toe design, which were higher numbers of those shoes than normal.
The customer wrote to us on Facebook and we could have responded via email or with a private Facebook message and we would have had a happy customer.
Responding directly on Facebook gave a much better result for us and more customers.
Michael Fox managed Google’s online sales and operations agency team for Australia and New Zealand before moving into entrepreneurship. He's a co-founder of Shoes of Prey, an online retail website which allows women to design their own shoes and Sneaking Duck, which sells fashionable prescription glasses online. He blogs in detail about the process of running Shoes of Prey at his blog www.22michaels.com.
Share This page :
Top 5 Most Read