Convert Facebook Fans Into Paying Customers in 3 Easy Steps
Step 2: Be a Thought Provoker, not a Thought Leader
Getting back to basics on Facebook works, but only if you plan ways to make yourself addictive to customers and let them share insights on purchase intent with you. If you want to generate more inbound inquiries, your job is to provoke immediate responses from customers. The key here is sharing useful, original (i.e. previously unknown) knowledge with customers on Facebook in exchange for understanding their purchase intent. In other words, give them something valuable and generate a lead.
I've interviewed businesses that are showing customers opportunities they've never seen before or providing solutions to problems they didn't know they had. That's the candy; that's how you can become addictive and earn leads. The trick is showing customers ways to capitalize on opportunities and solve problems that ultimately connect to your products and services. Think of it like making everything you do on Facebook scratch customers' itches.
"The key is to discover what you're seeing that most people are not seeing right now," said my co-presenter Gunnar Branson, CEO of marketing and innovation consultancy Branson Powers, during the webinar. "For instance, what might you know—right now—that's relatively unknown and revealing? Think in terms of a risk or opportunity that your listener, watcher, reader will react strongly to.
"The formula is something like this," said Branson, "and it can be applied in any selling scenario: 'Most people think A, but it's actually B. Here's why I say that (include some sort of proof: an observation, trend, anecdote, statistic, etc.). Therefore B.' That's it. That's the way to plan or 'map out' stories or insights that will draw people in."
Step 3: Take Action
The final step is to align your behavior on Facebook in ways that help customers solve problems or aid them in getting something important done today.