Let's say
first up that you are not likely to get a lot of direct purchases from Facebook
but substantial benefits can still be gained. Facebook is a great (free) way of
communicating with your customers on a digital level but to get results you
need to avoid the hard sell and introduce the human factor.
Last
Saturday I posted on my business Facebook page about a popular product in my
range. I very carefully prepared a concise description of the products
benefits, added a clever (in my view) photograph, and a competitive price. I
received a rather disappointing 3 "likes". The week before I had
posted a photo and story about my Grandaughter's first day working at our stall
and received 9 "likes". Both posts presented my business to my
customers but the social interest story obviously won out. That doesn't mean I
will stop posting about products. My customers expect to be kept up to date
particularly about new product arrivals. But I need to include social interest
stuff as well.
Facebook
is described as being a bit like doing business in a pub. You wouldn't expect
your bank manager to come in and give a hard sell on interest rates but meeting
and socialising with him might make you more likely to give him your business.
It is all about establishing a connection with your customers.