Convert Facebook Fans Into Paying Customers in 3 Easy Steps
This tip comes courtesy of a question asked during the Secrets of Social Media Lead Generation Webinar (click the link to view it on-demand). Gunnar and I weren't able to answer all the questions submitted during the live webinar, and this is an important one that deserves its own article.
Converting Facebook fans into paying customers is easier than you think. Businesses selling goods and services on Facebook give customers a reason to offer more than a "like." These businesses are using Facebook to generate questions that products or services give answers to, and you can do it too by focusing on solving customers' problems.
Step 1: Solve Customers Problems
You've probably heard that posting a certain number of times, on certain subjects, on certain days, is the key that unlocks leads and sales on Facebook. But it's simply not true. Technical skills are essential, but making a sale demands a focus on needs of customers, not secret sauce best practices. The true secret is getting back to basics, and that means solving customers problems.
For example, grocery store Harris-Teeter pays customers to ask its dietician health-related questions on Facebook. Why would this grocer-or your business-do that? Because helping customers put out a fire, right on the spot, is powerful. Answering burning questions opens the door to make a suggestion. It can be a friendly tip, useful trick or, if appropriate, outlining benefits of becoming a customer or starting a trial. Either way, this isn't a new idea—it's what most businesses do each day.
Likewise, another Webinar participant asked, "If you never talk about your products in social media, how can you confidently assume customers will investigate you of their own volition?"
The answer is, you cannot be sure. And nor should you avoid promoting or discussing products or services on Facebook. You should simply be careful about when, where and how you do it. Just be relevant. Customers know you're there to sell them something—this is the very basic premise of interaction between customers and businesses!