How to Persuade on Facebook, Twitter and Get Pinterest Fans and Followers
Business owners know by now that creating social media accounts is beneficial for product marketing, thought leadership campaigns, and online marketing in general. If managed right, it can also increase conversions and revenue.
Due to the open and casual environment of social media sites, plus the network vines between and across accounts allow people to view activity of others including those who are not their contacts, a business may easily and quickly accumulate likes, retweets, fans, and contacts. The challenge now is transforming these fans and contacts into actual paying customers.
The following are some ways for gaining conversions out of your social media accounts:
Be upfront about your business.
Honesty goes a long way in social media marketing. Let people know right away about your business and the things you sell. This makes it easier to post advertisements and reduces the risk of them being viewed as spam. Being upfront about your business also makes you a thought leader among social media contacts who live within the vicinity of your geographic location. Speaking of which, check out the next item in this list.
Become a thought leader.
This is what every business hopes to be. Being a thought leader means being the business or brand that people think of first when they speak or think about a niche or a related product/service. Like when you think of sneakers, you immediately think of Converse or Vans. The advantages of being a thought leader are considerable, the least of which is having consumers hunting for your brand, not you pimping your business to consumers.
It takes a lot of work to be a thought leader, but it can happen though, as long as you have the diligence and patience to do the following, and then some:
- Focus on being known about one thing at a time (could be a flagship product or service). When you become popular about one thing, you can easily be known for a second, third or fourth thing.
- Go where your target market is. Join groups whose core interests are a perfect fit for your business.
- Have a simple, attractive, and impressionable logo and slogan.
- Prove your authority as a thought leader. If you sell products, they must be of excellent quality. If you offer skills and services, you must be able to satisfy your clients.
- Ramp up your social media marketing strategy.
Welcome and acknowledge positive reviews on your Facebook, Twitter, and Pinterest accounts.
This accomplishes two things for you: one, it lets other people know that your business is good at what it does or sells quality products. Two, it is another form of advertisement, one you didn’t have to pay for, and from a third-party source to boot. Consumers are always more trusting of reviews from earlier clients/customers.
- If the reviews are written as wall posts, tweets, or comments, always reply and say thank you. If possible, make it a sincere and personalized note of thanks based on their review.
- If your business gets mentioned in a magazine or newspaper, post the link if there is an online version of the news. If it’s in print, take a picture or scan it, and post on your wall along with an expression of gratitude.
Be humble amidst the praises though. Don’t rub it too much in your contacts’ faces that you got a glowing review. If you come off sounding arrogant, you’ll annoy people and discourage them from learning to trust your business.
Make your merchandise/service available for reservations on your social media accounts.
What makes Facebook and Pinterest so ideal for small businesses is they can set up store right on their fanpage or pinboards. Sellers can simply post pictures of the items for sale and state the price. Interested customers can browse through the merchandise even without visiting your establishment. Convenience is always a good incentive for social media fans and customers to become paying customers.
This comes with a risk though. Bogus buyers and joy bidders (people who reserve for items but fail to claim or pay for them on the agreed date) are everywhere. They affect sales because they steal the purchase opportunity from sincere buyers. The latter will end up looking for other sellers instead, costing you the sale. Set up a couple of roadblocks so that joy bidders won’t bother wasting your time. You can try the following:
- Prepare an order form containing fields for name, contact information, and address. Require interested buyers to fill them out first before ordering an item.
- Implement a 24-hour or 48-hour reservation rule. If the item hasn’t been claimed yet from your store, or if the buyer hasn’t wired the payment yet, you waive the right to make the item available for other buyers.
- Make it a rule not to deliver items to online buyers if you haven’t received full payment yet.
Advertise promos and product launches days before they start.
The point is to excite your fans and followers, and make them anticipate the big day. Make them feel like this is something they should not miss. When they are already warmed up and primed for the idea of bagging excellent deals, they’ll be off to your store or business establishment on the day your promo starts. Sales may be higher if you do this instead of warming up customers only on the day the promo begins.
Post teaser pictures of what items or services will be on sale. You can make countdown posters with the number of days left before the promo or launch.
You can hold contests on Facebook and Twitter, and the prizes will be discount coupons that they can use for the launch. Think of opening-day raffle contests that are popular among cafes, diners, pizza and ice cream parlors, etc…
Use your social media accounts to narrow down the conversion funnel.
If you have an official website where all commercial transactions will take place, use your Facebook and Twitter accounts to funnel fans towards the final steps that will make them paying customers.
- Asking people to like and share your posts is high up the conversion funnel. Asking them to click on a link to your website would be a step nearer to your goal.
- Generate leads out of your posts. For instance, ask people in Facebook to like an app that will ask for their permission to share their email addresses with you. Of course, giving an incentive at the end (ex: a Rafflecopter entry, exclusive peek at a new product) will motivate them to agree.
Besides these strategies, it will also take marketing clout, charm, and the ability to be pleasantly social while maintaining a level of professionalism while interacting with people to succeed in making customers out of social media fans and followers.