Let’s talk the cold hard truth about selling in Facebook. When you combined the research data regarding Facebook user behavior with ShopTab’s experience with close to 20,000 Facebook Store owners, it yields the fact that the highest impact social product marketing happens in your fan’s News Feed, not in the application tab on the Fan Page. While a Facebook Store application is a great destination for a user, the catalyst for your future buyers will be the message and conversation that appears in their news feed. This reality creates compelling clarity for you to design a successful social marketing plan that can be measured in sales and brand impact.
We’ve been educating our ShopTab resellers, clients and prospects for over two years that putting a shop on your fan page alone won’t drive measurable revenues – sounds crazy for a Facebook Shop app company, huh? This “build it and they will come” attitude doesn’t work well for bricks and mortar retail stores, e-commerce websites or a Facebook Shop. According to social media expert Mari Smith, “90% of the people who click your Facebook fan page don’t come back to your Facebook page. “ The main reason for this is that users live in their news feed AND brands aren’t creating reasons for the client to come back to the fan page. This isn’t an issue for your ShopTab Facebook Store or any other special app on your fan page; it is an overall issue for your brand!
Additionally, recent Facebook use data indicates that most users are checking their account daily. This highly engaged user base is interested in checking the latest news about their friends and fan sites, many multiple times a day. As marketers, we need lose our fixation with the app tab or design of the fan page, whether on your desktop or via the mobile app. All good marketers know that you go to where your clients and buyers are spending their time. That’s our challenge to solve today – how do we become expert at this critical skill?
Now that we know the facts, what can you do immediately to take advantage of this premium marketing opportunity? Let’s go tactical to validate if this focus can work. First, don’t forget that what we do in Facebook needs to be “social” – an extension of our brand in a conversation, not a sales pitch. Here are some of our favorite ideas:
- Start a conversation about one of your products
- “Do you like this product better in red, blue or a color we don’t have today?”
- Announce a product on Facebook
- “We’re offering our fans first shot at our new helmet. It won’t be on our website for two weeks! Check it out first.”
- Highlight a recent reference or testimonial
- “Sam recently told us our thermal shirt saved him on his hike. What do you think of this killer shirt?”
- Drive users to share
- “The first 20 likes on our new cocktail dress will get a special email with a 10% discount promotion coupon.”
- Package uniquely for your FB fans
- “Buy in Facebook our new shampoo and we’ll include the conditioner at no charge!”
(use our “Promote” feature from ShopTab’s admin panel to push your product to the news feed)
A click on any of these links will land your fans and their friends on your store pages and products that are optimized for sales conversions.
What’s the magic? We believe it is that you are creating contextual conversation, interesting dialog or unique discounts or packaging about your products or brand that you fans care about. They “liked” you in the first place so they want to hear from you. It is important to note, these concepts been working for our best social marketers for years.
We think our app is really cool but it is especially awesome when in the hands of knowledgeable and creative marketers. Tell us what you think.
*Guest post by Kevin Gralen, President, ShopTab