Can you use Facebook to sell?I often get asked, “Can you use Facebook to sell…” (finish this sentence with products, services, memberships, network marketing or whatever).
The answer I always give is a resounding YES! This is because selling is not an event, it’s a process. And in this day and age, social media is an integral part of that process.
You can use Facebook very effectively to market/promote/sell your products, services, etc. That is how I got in excess 40 people to sign up to the Facebook Business Success program last month alone. The problem is that most people just don’t know how to do it effectively. To be effective you need need to use Facebook in combination with other marketing tools and techniques, including an appropriate method of conversion.
Facebook (and/or other social media platforms) allow you to build relationships with your customers and potential customers over time. To be most effective you shouldn’t be relying on “fans” alone as your only relationship and method of contact with these people that have put their hand up and expressed an initial interest in your business by liking your Page.
Infusionsoft_contact management system_Impactiv8_Facebook help for small business_However, you don’t own Facebook Likes, therefore as part of your relationship development you should be providing value in exchange for another method of contacting them (e.g. an email address in exchange for a free eBook). This contact method then becomes your property for inclusion within your contact management system (my preference is Infusionsoft). If you can gain further details to qualify these leads to allow for more targeted marketing, then even better.
Once you have sourced these leads, then you should be leading them to conversion/purchase using both Facebook and a targeted email campaign. This is likely to involve additional marketing tools such as webinars, offers, etc.
Most people make this conversion external to Facebook as the only way to do it directly within Facebook is by using an App. This comes with restrictions (i.e. desktop only and a little slow), so you may as well do this on your website or in-store as appropriate. It has also taken people a while to get confident to purchase online, purchasing within the Facebook platform is the next step and not everyone is OK with that as yet.
If you have an online store that uses programs such as Shopify or Amazon that have Facebook Apps as part of their suite of tools, then you should include an app that allows people to purchase within Facebook (if they want to), as it is another way to get your product in front of people with a direct purchase option, but this shouldn’t be your primary strategy for making sales.
I like to use the dating analogy. Build the relationship at the nightclub, then take them home to seal the deal. 🙂
If you would like to learn more about this process, then you should take some time to watch the 8 Steps To Facebook Business Success video. This video shows best practice examples of businesses achieving success using the power of Facebook to provide and overview of the 8 modules in this program and demonstrates how when used in conjunction they can lead to Facebook Business Success.