Eighty percent of U.S. companies use Facebook to connect with consumers, according to a recent study by InSites Consulting. This free platform enables businesses to connect with consumers on a personal level and benefit from earned media through "Likes" and shares. Small business owners can target users based on location, age, profession and more. This unique level of interaction is bound to draw customers to your business, and decentralized businesses have an even greater opportunity to reach the almost unlimited potential of Facebook's growing network. It's a marketing manager's dream.
This new network calls for a modern sales first. First, you must attract a following. Then, you have to convert these connections into customers. With the right strategy, Facebook can be a boon for your bottom line.
Gain a Following
A strong Facebook presence starts with an optimized profile. Facebook recommends that profile pictures should be 200px wide. Choose a photo that users will associate will your brand. Coca-Cola uses a classic bottle as its profile picture. Samsung uses its basic text logo. Users should be able to identity your business as soon as they visit your page.
Once users land on your Facebook page, they should find content that is relevant, valuable and at the very least, interesting. Facebook enables brands to display different content for fans and non-fans. Your fans may be interested in a new service that enhances your business, while non-fans will be more curious as to what your business does. With the correct FBML tag, you can specify which posts you want fans and non-fans to see. Mashable.com lists the steps in its Facebook optimization guide.
Social media success demands consistent interaction. Create an editorial calendar in which you regularly post on Facebook. You don't need a 1,000-word blog post or a video series to earn social clout. Ask your fans for their opinions on topics of the day or offer giveaways for user input. Facebook reports that about 16 percent of brand posts reach their fans on average. Every post won't reach every fan, but with enough interaction, your brand will become a part of the conversation. This friendly interaction builds your brand and develops deep connections with existing fans. As you build your Facebook following, stick to your editorial calendar and maintain a consistent voice.
Turn Fans into Customers
A Facebook following is great, but unless you're converting these users into customers, you're wasting valuable capital. Once you have fans on your page, your goal is to transfer them to the next step of your sales process. This usually means linking to an outside page. In some cases, you may want to link directly to a sales page, but if possible, offer an incentive to draw fans to your website. Engage fans in your typical sales process through your website or through email. Mobile accounting software can help you track clients and send invoices once these Facebook fans come on board.
Don't expect all of your Facebook fans to rush to sign up for your service. If 10 percent of your fans visit your website, you're getting somewhere. If a quarter of those become customers, you've just earned new business from a free platform.
