Facebook is a fantastic tool for staying connected with friends, and it's proving to be a fantastic tool for us to connect with our Shoes of Prey customers. Since our launch nearly 4 weeks ago Facebook is our top referring site having delivered 8.4% of our total visitors. The key to this has been our Shoes of Prey Facebook Page. I thought I'd share what we've been doing with the page and would love your comments:
We want to use our Facebook Page to have a conversation with our customers. Many of our customers use Facebook so it's a convenient place for them to talk to us. The benefits of conversing with our customers are fairly obvious but the main ones are:
- getting feedback on our product and website
- being able to discuss and get feedback on new product ideas
- developing our brand through discussions around women's fashion
- involving our customers in our business so they want to tell their friends about it.
2. Content and Posting Frequency
We're still experimenting with the types of content we post to the page and how frequently we post. We started by averaging a post a day, but engagement quickly dropped off so we thought perhaps that was too much. So now we're aiming for 2 posts a week. For now we've broken down the types of posts into:
- Discussing fashion trends - we'll link to some of Jodie's fashion related Shoes of Prey blog posts.
- Recent shoe designs - we'll link to interesting designs that customers have created.
- Recently made shoes - we'll link to some of the shoes that have been made using the site.
- Shoes of Prey in the press - these posts have had the best response so far, probably because a lot of the pages members are friends of ours! We think mentioning these is important as it helps to build our credibility.
- Product improvement discussions - these posts will be used to get feedback from customers about ideas we have to improve the site.
A Facebook Page is only useful if it has members. Here's how we've gone about getting to 900 members in our first month:
- We launched the page 2 days after launching the Shoes of Prey website and our first recruitment drive involved me inviting all of my Facebook friends, including my male friends to join our page! I was worried that was being a bit spammy but my friends have been a huge support to us sharing their ideas on this blog and in person, and being beta testers while we were getting things up and running so I figured they might be interested to join our Facebook Page. The advantage of having a reasonable number of people join the page early is that when people like or comment on a post on your page, that action goes into their news feed and appears on their wall so their friends are exposed to your page.
- We've placed a link to our Facebook Page on the Shoes of Prey homepage. Driving people away from our website isn't necessarily something we always want to do, but for our business we think long term relationships with our customers is important. So far our average sale has come a week after the customer first created an account with us, so building trust with our customers and reminding them to come back to our site is important to us. Those things are that much easier to achieve if someone becomes a member of our Facebook Page.
Engaging with our customers via Facebook is only new to us. We'd love to hear your thoughts on our strategy in the comments.