Businesses who want to leverage social marketing need a Facebook page in addition to a great business website. Let's learn how to turn Facebook fans into paying customers.
Plan Your Facebook Strategy
It pays to have a marketing plan for Facebook instead of posting and reposting random pieces of information. Facebook is about more than just having a large fan base – you need to see the benefits of having those fans become actual customers. A great place to start is with your current Facebook analytics. Look at your current traffic and visitors to create click through goals, prospect to lead goals, and lead to customer goals.
Make sure that your page is connecting with your target audience. A great way to help you determine your target is by creating a buyer's persona. Here’s a free buyer's persona template tool. Once you know your target audience, you need to create a unified Facebook campaign that works with the rest of your marketing.
Increase your Facebook reach by posting more often with high quality posts at the time you get the most traffic and click-through. Facebook is very visual, so use interesting images.
Take Fans From Facebook to Your Website
People get tons of Facebook posts, e-mail and tweets. Your posts must break through the clutter and get noticed to be effective. You must provide high quality content that they want to read order to get visitors to your site. It’s absolutely crucial to have links to your external site on Facebook.
Be sure to provide links from your Facebook posts back to your website. A great way to do this is with an effective call-to-action link to a landing page on your website. A CTA is an offer to engage and help a visitor with interesting content like an e-book, a demo, a white paper or video. Keep in mind how your CTA will look on your Facebook timeline. You want something that will engage fans, but also display well on both desktop and mobile platforms. Once on your landing page, you need to offer the visitor great content worth exchanging for their lead information.
Turn Leads Into Customers
Once a visitor from Facebook completes a lead form on a landing page, they are ready to be placed into an automated lead nurturing workflow. It’s a good time to review the lead data and determine where the lead is at in your marketing funnel – the top, middle, or bottom of your marketing process. Is there an automation process in place to handle the leads form Facebook? Are your workflows segmented to personalize e-mails? A successful lead nurturing process depends on this.
Study your results over time to see which campaigns and offers get you the best:
- Clicks Per CTA
- Landing Page Visits
- Number of Leads from CTA
- Customers Generated
Look for trends in your data and fine-tune your CTAs and offers to improve your ROI. A/B Test different variables such as:
- Action Words
- Times of Day
Close the Loop
Now that you’re generating qualified leads from Facebook, you need a seamless way to pass the information on to the sales team. But why is this so important? Well, all of your work has been to get qualified leads to close into customers. If your sales team doesn’t have the critical information to follow up quickly, then you may be losing opportunities. Be sure you’re working qualified leads on the same day of conversion because your ability to close leads over time decreases. Follow up in a timely manner.
Now its time to rethink your Facebook marketing strategy and turn your Facebook fans into paying customers.