Final part: Is Facebook and online media your Friend or Foe? If so, what to do with it?
Here’s the final part of the series.
Mr.Chan who embraces the online media, not forgetting the offline.
In the previous email, I was talking about ways to convert traffic to sales from Facebook ads.
Today, we’ll touch on the relatively traditional ways.
b. Website – Make it grand and the real deal.
As a relatively new product, it’s always good to have social proof. Being in the news helps a great deal.
Next, get real people testimonials and make it visible on the website.
Get an actual domain name.
Why does it work?
To show that this is the real deal, not a fly-by-night project.
Customer’s testimonials would help to seal the deal for some who are still wondering about the authenticity and usefulness of the product and service.
c. Roadshows – Sell benefits, not product.
Have incentives for signing up newsletters and updates, Likes. Present the concerns of the users before using the product.
Sell the benefits of the product.
The content of the product SHOULD NOT be the primary focus.
Better yet, if possible, show just one or 2 of the most relevant product(s) that substantially help the customer.
Why does it work?
Those who hang out at the roadshow would have shown interest in the product, just that it’s not the time, yet. At least they are curious.
So, we will not show them what is in the product as they would have more than enough time to source it out themselves should they need it.
Acknowledging or even amplifying the concerns would let the audience realise what they may have overlooked.
Show the benefits so that they know this is THE product that can save them the time and headache later on.
Meanwhile, solicit Facebook Likes, contacts for more educational and informative updates to prepare them for the big lifetime event.
Again this is for top-of-mind awareness and some suggestive selling.
d. Focus on a couple of social media outlet, first.
Current Mr.Chan single-handedly manages 5 social media outlets. It may be a little too much to handle.
Facebook – carry on and make it the primary focus.
Twitter – for roadshow offers and retweetable important related news.
Youtube – just as a host for related videos. Need to populate with excellent exclusive info to be shared. (eg. A shop selling neckties may show videos on the many ways to tie one. Windsor, Trinity, Simple, 4-in-hand, Balthus etc. That’s 5 videos for your channel already!)
Google+ – I have no comments on this, no doubt it seems to be rising faster than Facebook, there isn’t as much activity here in Singapore compared to Facebook. Can just reflect and populate important post from Facebook.
Instagram – I like Instagram because I can post my beautiful mobile-shot images and almost instantly, there’s a Like and more.
For the simple fact that it doesn’t allow URL in the caption or comment, this outlet isn’t the best investment for Mr.Chan’s business.
How is he going to direct the user to his landing page or even a website?
With 23 posts so far, gathering 1 comment and 1 sharing, it’s better to focus more on Facebook and Twitter.
However, if there’s extra time, he can load in photos of satisfied customers (with his product of course) and hashtag relevant words. This is to target the 150 followers so far.
This is purely for awareness and social proof.
Not for sales, not for advertising. (Cannot track la)
What that, we have completed this series 🙂
I’ll be looking forward to meeting more people who need marketing help.