How to turn FANS into CUSTOMERS!
On my Facebook page, I was asking other CraftPreneurs what their biggest questions or challenges were. One commentor said, "how to turn likes into sales." On facebook you have fan pages, where someone can "like" your page. But, that is all that they will do unless you give them a reason to buy. So, here is my advice on how to turn likes into sales...or fans into customers.
First of all, understand where your traffic comes from. Whether it is a facebook page or a website, you want to know HOW people came to know your page. What incentive did they have to click the "like" or "subscribe" button? If you are doing mass advertising or marketing, such as ladders on facebook, you need to keep in mind how a ladder works. I will explain it as a review to those who know and an explanation to those that do not.
A facebook ladder is basically an exchange of "likes" to fan pages. If I post my link on a ladder, I will get a bunch of people that will click the "like" button on my fan page. In turn for being able to post MY link on that ladder, I agree to go and "like" the other pages posted by other facebook members. Now, this means that I may like craft pages, bands, writers, religious pages, network marketing pages and so on. There is NO focus to this type of activity. Just people wanting more fans to their page. Each ladder has their own rules, but that is the essence of a "like ladder."
There are similar methods to get subscribers to your website such as reciprocating links, meaning that I will post your link on my page if you do the same on yours...increasing traffic to both of our webpages. Again, if you are not targeting your visitors, though, you cannot guarantee that they will buy from you.
So let's say that you have one hundred fans for your page. Now what? Well, first of all, you want to do some "weeding" out by posting only relevant content to your pages theme. In that way, some people will realize the page isn't interesting to them and they will either unsubscribe or just hide your posts. Next, you want to entice your fans to really take a good look at what you have to offer.
For example, my page is promoting my
Viking Knit Bracelets. Now, to me, this obviously isn't going to be a product bought for a child. Also, since I only have thin bracelets right now, chances are men will not wear them. Also, since these items are handcrafted, they are more expensive than what you may find at a typical storefront.
The BEST way to get your fans attention is to offer a giveaway. Now, because this often is under-rated or over looked, I want to cover how a giveaway should work, and let you take it from there.
How Promotions and Giveaway Work
When doing a promotion on a website that is not your own, be sure to follow the policies and procedures and add a disclaimer that the website is not endorsing the giveaway, nor is it responsbile for any liability. If you host your own website, you do not need to worry about that disclaimer, but either way, you need to cover your butt and make sure the rules of the giveaway are very clear.
- The biggest mistake people make is giving away crap. Seriously! I once won a prize in a giveaway, and when it came in the mail I have to say I was seriously disappointed. It was a small decal probably 2 inches by 2 inches. THIS was a representation of their business! So, giveaway one of your BEST pieces. It doesn't have to be the most expensive or most elaborate. You have to look at it as a marketing expense, and make sure that it represents you, your abilities and your business in such a way that people will gladly buy from you in the future.
- Run your giveaway for a very short period, such as a one day gig. If you are giving away something that is intangible, such as a service, give some more time for people to spread the word, but don't do it for more than a month-people forget or lose interest.
- Ask for permission to contact them! Having fans and doing a giveaway is great, but you want to have a way to continually connect with them. You want them to STAY interested. And, you want people to experience what you have to offer AND refer others. The best way is to have them submit their email on a form to be entered, but if you only have facebook, you may have to find another way.
- SHARE and REFER make this giveaway (and every one) a BIG DEAL! Ask people to SHARE the giveaway and refer others to your page. One way to do that is to offer an extra entry for EACH referral. SO, a person enter and gets one ticket in the bucket, so to speak. They refer a friend and now there are two tickets in the bucket for them.
- CLEAR and CONGRUENT Make sure your giveaway is aligned with your regular product line. Don't giveaway an e-book on losing weight if your webpage is about learning to play guitar. It doesn't make sense and will even mislead many fans.
You can easily find some pages that you are a fan of and see who is offering a giveaway. Look for ways to promote your giveaway with them, IF your audience is similar. My best friend from childhood makes nursing covers and I make jewelry for women (at present). Our target audience is very similar...women who appreciate hand-crafted accessories. So, even though many of her fans may not be exactly my target audience, there is an overlapping there that could help us both increase our customer base when we joint venture in a giveaway.
I would love to hear your feedback and comments and SHARE your giveaway!!!
Keep It Crafty!
Joy Marino
