In the previous post we went through the first phase on how to turn your Facebook fans into sales of your online site. In that first step we saw how, through permanent links we could direct visits towards our website’s landing page. Our fans could therefore directly transform into traffic on our site. What happens once they get to the Welcome page?

Now in phase 2 we will see how to “teach” these visitors and get them to come back regularly. In order to do this we need to know thoroughly the tastes and the audience that Facebook has sent your way. It’s also time to monitor it, how? Using Workflows.

What are they?

“A workflow consists of a sequence of connected steps where each step follows without delay or gap and ends just before the subsequent step may begin. It is a depiction of a sequence of operations, declared as work of a person or group, an organization of staff, or one or more simple or complex mechanisms.” (Wikipedia) In practice, Workflows are automated actions that could help you improve the relations with the visits and potential clients saving, at the same time, money and time in their managing.

Hubspot for instance uses these tools very smartly. If you get into this landing page to download a free ebook – How to use Workflows – you’ll see you have to fill out a form to finally get the service. This is the first step to start working on monitor and know your web visits. That questionnaire, once has been completed will active the first automated Workflow. You’ll receive an email thanking you for the download and probably one more after some time. Hubspot just started monitoring you.

How to use Workflows to convert fans into returning visitors

Let’s create a Workflow. Start by developing an automated email to thank all your fans coming from Facebook to your landing page. Be advised we are talking here about this concrete case scenario. Workflows have many other uses apart from this one that might be of your interest as well, although in this post we’ll be teaching you only about the path to convert Facebook fans into sales. Be careful with not to use these kind of automated responses often, otherwise you’ll get the opposite results.

Softwares to develope a Workflow:

  • SharePoint 2013: It probably is the most known among professionals, also easy to use.
  • Intuit Quickbase: Try 30 their 30 days free trial and check all the advantages like the chance to use their mobile app to get the latest stats straight from your smartphone.
  • MailChimp: It’s the most used software in Spain.
  • Total Workflow: Especially well-known among marketers in the UK.

In fact, there is a huge variety of these software that will help you developing your Email Marketing campaign, although I’d recommend to do a free trial first and check if fits your needs.

Tips to develop an automated email

  • – Remember not to plan one unique automated email for your campaign. Each offer, every landing page will have its own answer.
  • – Don’t forget either to launch a second email to follow-up. Leave a prudential time in between and give your potential returning customers something they’ll be curious about (always related to the first offer you launched in Facebook)
  • – Segment your audience when planning a Workflow. To do so, you should have asked specific questions in the form such as location, age, genre or work.

Analyse results

It’s time to know if all you’ve done so far is working right. Let’s get the analysis from Google Analytics or any other tool you use on this purpose. Focus on the following indicators (KPIs):

  • – Interactions with the firs Facebook post where you started get leads to the website (including the total amount of clicks)
  • – Visits to your landing page
  • – Users that opened the first email (that is a metric you’ll have from the software you’re using)
  • – Number of users that opened the follow-up email (these readers already are engaged with your site)
  • – Number of visits to the website during the period of the campaign: Have they gone up?  How about visitors? What segments have visited the site the more?

Those fans who initially read the post on Facebook, clicked over the link to go the landing page and opened your two emails are now your new, returning and engaged customers. Congrats!

Fans -> Leads -> Returning Clients

Our following step next week? Turn them into sales.

In the meantime, follow the latest trends and info about social media via our Twitter or Google+ accounts, find new pictures and infographics on Pinterest or join our interesting conversations with other specialists on our fanpage and our LinkedIn Group. We’ll be waiting for you!