Syncapse, a social data company, just released a new study that stated 49% of brand Fans cited a desire “to support the brand I like” as a reason for becoming a Fan. The challenge then, is for brands to keep their fans engaged brand advocates that will eventually convert to customers.
When I moved to Matthews, one of the first things I did was visit Mojo Cycles, my local bike shop. After making some introductions and picking up a free beer koozie, I “liked” them on Facebook so that I could stay connected to the shop. As a marketer, I like to watch brands succeed on Facebook – and I must say, Mojo’s is using Facebook very well.
When I asked Richard Moody, the shop owner, about his Facebook strategy, here’s what he said:
I’m more of an ‘old school’ guy, and was apprehensive to use social media to market the shop. But, once I realized that I could communicate easily and quickly with my customers, I really embraced and actually now enjoy interacting with our Facebook fans.
So, I guess it would be fair to say that Mojo’s didn’t necessarily have a social strategy, but realized the immediate benefits of engaging with their customers via Facebook. Whether you’re a store owner, provide a service, or simply want to communicate with your fans online, here’s three tactics to convert Facebook fans to consumers:
Everybody wants to belong to something and to feel connected to their community. Mojo Cycles has built their brand beyond selling bikes, accessories and great service. They host weekly rides, training sessions, BBQs, and community events – all of which they regularly promote with Facebook.
Key takeaway: Expand your business outside of your normal hours to draw more people in. Use Facebook and compelling images and show your fans what they can be apart of. When people feel connected to your brand and have real life interactions with you (as opposed to virtual interactions), they are more likely to become a paying customer.
2. Customer Service:
In the digital world we live in, customers expect (and I would dare to say prefer) online customer support. In the example below, not only did Mojo’s reply to my question on Facebook within minutes, but when I walked into the store a few hours later, they knew exactly who I was and what I needed to buy.
Key takeaway: Facebook rolled out the “Reply” button in April, enabling brands to have 1:1 relationships with their customers by replying directly to individual comments. Connecting with your fans individually shows that you want their business and you will take good care of them. Use Facebook to talk to your customers through comments, polls, pictures and recommendations.
Mojo’s is always quick to the draw when responding to any questions, comments or posts on their page. They consistently post to their page to keep everyone informed on events, sales, rides, and other cycling-related updates.
Key takeaway: Facebook is constantly changing their EdgeRank algorithm that determines how often your posts will show up in your fans newsfeed. The more you post on your page and interact with your fans will result in a larger viral reach and thus be seen by more people, including your fans and friends of your fans.
If you want to talk more about how you can be converting fans to customers on Facebook, contact HomeStretch Marketing today!