Three tips to turn a Facebook like into a real paying customer
According to the Adobe Global digital advertising Q1 2012 update, there was a 176 percent increase year over year in brand engagement on Facebook. The increased engagement can be traced back to the release of Facebook Timeline for Fan Pages.
More than 600 million users regularly interact with Facebook. As more brands convert their fan page to the Timeline format, engagement should continue to grow. But that raises a big question, how does a marketer turn someone who clicked a Like button into someone that will pay for products and services? Here are three easy to implement tips to convert likes:
Facebook is a place where people commonly go to play games: Farmville, Words With Friends, etc. Leverage the gamification aspect of Facebook with your own game. Recently, PostNet held an ‘I Love My PostNet” contest, where customers were encouraged to post videos to Facebook explaining how much they love PostNet. The winner of a trip to San Francisco was announced on the Facebook and people were driven to the PostNet website to see the winning video.
2. Drive opt-in emails
Less than 10 percent of companies are leveraging Facebook to increase subscribers to email. But, the new Facebook Timeline provides the perfect opportunity to turn fans into customers. Use the Tab feature (pictured inside the red circle) in Facebook Timeline to create an opt-in form where someone can sign up to receive emails without leaving Facebook. Call the tab ‘Special Offers’ and describe your email program. It’s special because, as a Facebook fan, they will receive email notification of events, sales, coupons, etc. before the general public.
3. Share News
It is really important to avoid being too product focused on your Facebook wall, but according to the CMO Council, 55 percent of consumers connect through social media channels for new product information, Facebook is a viable news sharing platform. The tip here is to offer Facebook fans a behind the scenes look, or a preview at what’s new. Something they can’t get elsewhere and host drive traffic to the website for that Facebook special sneak peek. Make it easy to share and watch the loyalty build.
Have you seen any other great tips to turning a Facebook fan into a paying customer? Share your thoughts here or on Facebook at Weise Communications.