So what do you do?
I will show you 3 simple ways to turn your Facebook fans into paying customers.
1. Use Customer Testimonials!
What you say about your products are nowhere near as much as what their friends and family members are saying about your products. Build that social proof that your products produce everything and more of the guarantees you claim you can do for your customers.
Don't have many testimonials? Learn how to get customer video testimonials so that you can use them as Facebook Ads.
Here is something that you are not going to like...
Fans are more interested in what their friends are saying, and not what you are saying. Don’t self promote, your products or services. Show people what others are saying and doing with your products.
Over 70% of any type of product or service drives an impulse buy from the reviews and trusts other people say.
How to use Customer Testimonials to Drive Sales
Having testimonials that say your products are great is not really good enough. They still don’t give a good enough reason for people to just go out and buy your products. Instead, do this….
Post testimonials that discuss how a person used or is using your products or services and how it helps them or solves their problem.
Here is an example testimonial from a customer from one of our businesses. Notice how the customer “shared” the post to the company’s page.
You are sharing a lot of stuff on Facebook to your fans and are generating likes. But why are none of them buying your products or services?!!
You probably are not creating the effective content that drives people to take action on your offers. You don’t want to make posts that are overly promotional, and you don’t want to make posts that have absolutely nothing to do with your products right?
2. Tell a Story That “Includes Your Product"
A product that is standing alone by itself is boring. I'm not interested and not even your fans are.
The only time it becomes cool is when you show your fans all the great things people are using it for. If you post a photo of a exercise that will lose weight for people, not many will care.
But if Jane Doe posts a photo of her losing weight, and she explains how your product worked for her, likely her friends will take interest if they are wanting to achieve similar results.
This type of promotional marketing is called Friends of Fans Targeting. Facebook Advertising Experts use this strategy all the time.
The example from Nike shows a great example. It sells the products necessary to show that it keeps the feet warm in the snow without having to even speak about it in the text.
Video Testimonials is your SECRET WEAPON
Video testimonials are by far the best in Facebook Advertising. Use them in your Facebook Ads to drive those people who are already well known about your products or services to offers on your landing page with a strong direct call to action to take advantage of your products.
Notice the text is kept punchy, short and straight to the point. Also the benefit becomes before the feature at the top of the ad.
How to use a product post:
1. Don’t be product focused:
Focus all the attention on the results and activity, the benefits or how fun it is.
2. Solve a Problem:
Show them how your products solves one of their problems, and you’ll give them a hard reason to buy it.
3. The Image is 80% of the Importance:
Tell the story using a photo: SHOW THE END RESULTS FIRST, and what was accomplished by using your product or services.
3. Create a “Fans Only” Coupon To Get a Strong Incentive To Buy:
Coupons are one of the best ways to bridge the gap between Fans and customers. It is not a direct sell, but it is an incentive to browse your products or services.
Your fans who like your page, displayed an interest in your business. But this may be because you posted something very interesting, not because they have a incentive to buy from you.
For the Fans that have liked your page, you can create a “Fans Only,” offer for liking your page. A coupon that will entice them to take action within a certain timeframe.
It is smart to target fans who are overlapping in a interest in the type of services or products you offer. Remember there are some happy clickers out there who just like every single page they see on Facebook.
Things to Keep in Mind:
1. Remember to keep your text short and punchy. No one wants to read a entire story about something that they don’t quite understand. At least not yet… Users do not read on Facebook they skim. They see a wall of text and they are more likely to skip over the post completely. Treat it as if it is a short tweet.
2. Be very Specific. If you offer a coupon, tell them exactly what it is worth, and where to go directly to use it. Guide them into the next step. Don't take them to the door and let them find their way in the store (ha, it rhymes).
3. Use The Tools Facebook Gives You: I made this one a little big. Because it is just as important. The image needs to be a direct representation of your product, offer or service. It needs to be clear, catchy and most important should be above to tell them without them having to read. People see images first, text second. Then they will make their decision to click, third.
4. Call To Action: Don’t write a super cool post and then not tell them what to do next. The call to action should be strong telling them to do it now. Examples are Click Here To _________. Claim Your Offer/coupon here:__________.
Bonus: Download a Free Resources Guide to help you create testimonial videos