Along the last two posts (Steps I and II) we have shown you an easy path to turn a Facebook fan into a returning visitor to your website. Before going deeply into the third step, I’d like to go over the two first steps to clarify any point you have doubts about.
In How to turn your Facebook fans into sales – Step I you have learnt a way to lead visits to your website via a permanent link hosted in a tab in your Facebook page. In order to make this step more successful, you can launch Facebook advertising straight to that tab, which must be a well-designed landing page and link your blog or web. That way you’ll increase exposure.
We already have fans surfing our site. Now the following 72 hours will be crucial. Within the Step II of How to turn Facebook fans into sales we discovered how workflows work as a way to maintain the attention of your web visitors, those who came from your Facebook landing page tab. What’s next? You’ll have to study their profiles, the kind of products they like the most… And you’ll have to do it quickly. You’ll be then engaging those fans and encouraging them to return to your web.
Here we reach step 3: how to turn those returning visits into actual sales. It’s maybe the easiest… but more difficult step at once.
You still are within the 72 vital hours. Through the form you developed in the step II you got your customers’ profiles. Now it’s time to give them to the sales department on your company for them to follow up in a personalized way.
For smaller businesses with no sale department, we can recommend to develop and launch a traditional email marketing campaign. Use MailChimp for instance to do so. It’s a very intuitive and easy-to-use tool that will help you out to plan and implement that campaign. Send a first newsletter within the 48 next following hours after the fan visited your web for the first time. Make sure you give them information that they really want to receive (that is why you should’ve tracked their interests). You’ll be able to find out what products they liked the most with Google Analytics.
It’s also important not to exceed the number of newsletters. One email per week would be ideal for small businesses’ purposes.
Let’s measure results
With the advanced segments in Google Analytics you’ll know exactly how many fans have reached your website coming from your Facebook landing page tab. If you used Pagemodo to design it, to give you an example, you’ll find that metric under “Traffic Sources” and then “Referred” tabs (in Analytics), looking at the source “secure2.pagemodo.com”. That’s the traffic your web has been receiving from your Facebook tab. Now, follow the steps on this post about How to measure sales from social media and you’ll get the data you are looking for.
Then, compare your full expenses you had along the whole campaign versus the benefits of your sales and you’ll get the famous ROI (or at least, a simpler version).
I can ensure you this is a way that perfectly Works for me. How about you? I’m looking forward to your comments and opinions!
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!