Jul 21 2011

Facebook Page: How to Acquire, Educate and Engage Fans

Category: social mediaGuest Author


So you finally decided to jump on the e-commerce bandwagon and get yourself a Facebook Fan Page. You’ve linked your store front, filled it full of merchandise and ways to make shopping and checkout easier. All that’s left to do is sit back and wait for the customers to find their way over. You’re full of high hopes, based on the old saying, “If you build it, they will come.” While that’s a nice thought, the reality is you’re going to have to bring those clients in yourself. Attracting fans and turning them into customers can be a challenge, especially if you don’t know how. Here are four steps to follow to achieve that goal:

*Acquire fans

*Engage fans

*Educate fans

*Optimize your page

Even though they seem like four different points, each is dependent on the rest. Let’s look at why that’s true and how to go about achieving each point to ensure the success of your Facebook e-commerce campaign.

Acquiring Fans

You have to stand out from your competitors in order to get noticed. Well, you might wonder – how do I do that? You do this by offering something that nobody else does. It might be:

  • A coupon for discounted rates on services
  • Free merchandise for new sign ups
  • Exclusive perks that ‘outsiders’ aren’t privy to or
  • Useful information they can apply to their own lives or business

Whatever technique you try, put your own spin on it to make it truly unique.  There are also many Facebook ad techniques that you can use to engage fans, but before you invest in any paid advertising, think about who you’re targeting and which message will work with that audience.  Also, remember to leverage your existing database of customers (if you have one) and send them an email about your Fan Page and why they should like you.  Lastly, don’t forget to embed one of Facebook’s many widgets on your blog and website.  This will allow your blog and website traffic to easily locate and “Like” your Fan Page.

Engaging Fans

Fans want to feel appreciated. They want to feel their opinion matters and they want to know that you are listening to them. Facebook Fan Pages offer a variety of tools to accomplish this. The simplest (and perhaps the most effective) way of engaging your fans is by starting a conversation on your page’s wall. Some of the ways you can utilize your page’s wall are to:

  • Ask for feedback on products
  • Solicit suggestions for improvements to products
  • Create a poll to gauge things like a certain product’s popularity.

Educating Fans

Customers are more likely to buy things they understand from sellers versed enough in their products to provide them with the knowledge they may be lacking. A good way to demonstrate that knowledge is by:

  • Creating videos of the product in action. Demonstrate for them what it can do for them and how it can be used in conjunction with other products as well.
  • Blogging about specific topics to show that you’re an expert and link it to Facebook.

Optimizing Your Page

You don’t want all engaging and educating to go to waste. Now you have to optimize your page so that as many people as possible can find you.

  • Make sure you’re making the best out of the new layout – that includes a larger profile photo and selecting 5 photos to promote your products or your brand.
  • Use Facebook as your page to network with related business and “Like” their pages, too.  You are allowed 5 featured “liked” pages on your Fan Page so use that as networking leverage.  Another benefit of using Facebook as a page is that you have key insights into how your page is performing.  Many people overlook this, but think of it this way:  it’s Facebook’s way to tell you how to create the best page possible.
  • Look at impressions along with other engagement metrics such as number of fans, comments, and “likes” on your individual posts.  Doing so will make your fans happy. Happy fans equals viral fans.  Viral fans are the ones who will help you grow your business.

After you follow these steps, do not be lulled into complacency, thinking it’s all you have to do. Each one of these steps is an ongoing process that requires regular attention and upkeep. Your content has to be constantly updated to not only keep up with industry trends, but to also attract and keep the attention of your customers and potential customers. Understanding this very important element can almost ensure the success of any e-commerce campaign.

Helen Fang is the social media expert at Vendio, an ecommerce software company that enables online businesses to sell on Facebook, eBay, Amazon, and Google from one platform.

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