More and more Handmade sellers, on Etsy and on other marketplaces, are using Facebook and Twitter to do marketing. I have used it in the past, for personal projects, because I’ve heard great results can come from it.
So, I “Googled” how to do it, but I found substantially wrong information. Sadly, I learned it after months of wasted effort. It took many years to become an Etsy expert, and today, I want to share what I’ve learned with you.
The problem is using the number of fans to measure success. This encourages you to use ineffective techniques to increase the number of fans, no matter what. In most cases this means buying packs of fans or paying Facebook ads to promote the Facebook page itself.
Buying packs of fans is absolutely the worst thing that you can do because the quality of these fans is really poor. It’s an army of fake Facebook accounts that “like” all day long paying Facebook pages.
This means that they are absolutely not interested in reading anything published on the pages. They’ll never read about your handmade products, so it’s just wasted money.
In the case of advertising your page with Facebook ads, it is dangerous because if it’s not followed by a serious marketing strategy to engage with these new fans, you’re wasting all of the potential of Facebook marketing.
Why having fans is just not enough?
Having fans on your shop’s Facebook page is like having a ready audience. If you don’t have anything intelligent or interesting to say, you will lose them.
That’s why it’s important to have a serious communication strategy in place before trying to increase the number of fans. You should update your page multiple times a day with interesting information to captivate your audience.
Why you should NOT use advertising to get Fans?
There’s a more cost effective way to get fans. These fans will be more interested in what you have to say and sell. The coolest result is when these fans follow your page because they are going to “share” it with their friends. This will create a larger fan base.
These high quality fans are going to comment and “like” your messages, their friends will see the “like” or the conversations and follow your page.
Great, what do I have to do now?
First thing is to collect a list of interesting blogs. Next, share the most interesting info on your Facebook page.
It should be about topics close to your products.
If you’re designing home furniture, it should be about design, architecture, and furniture. If you’re designing clothes, you can talk about anything in the fashion market.
Let’s say that you have to update 3 or 4 every day. You’ll probably want to use a tool to schedule this content for the different times of the day during the week, so you don’t have to connect to Facebook to share these messages 4 times a day.
Then, choose one of your products to promote every day. Share it between the previously selected news. Change the time of the day in which you share it, so a larger percentage of your audience will see the promoted products.
How can I start?
First mix the news and the promoted products every day. Share the promoted product at different times day, for example, sometimes in the morning, sometimes in the afternoon, and so on.
If you share large and cool photos, they will attract the attention of the readers, and be sure to include the link to the product in your shop, so people will know where to go to buy it.
You can use different tools to simplify this process.
Of course all this is still going to require 5 to 10 hours of work each week. It’s still a long and tedious process.
Luckily, there are several tools that can help you. One is Fanchimp, which I’ve created. It finds interesting news for you. Once you have selected the ones you like the most, it will schedule them at the most convenient time for you. Reducing the effort to 10 minutes a week.
Of course, it is not the only tool available. In the end, nothing is more important than finding the tools that you like the most. In doing so, you will reduce the mental effort needed for communication campaigning, week after week.
Is this the best way to get new customers?
Long story short, yes. Using Facebook to do marketing, in the organic way (saying interesting things and then promoting) and not with advertising, is the most cost effective way of increasing your sales.
Until a year or two ago, it was more difficult. Now, new technologies and more wide spread knowledge about it is making it easier.
There is still one last thing that you need to know before you start the work to grow your sales. You need to be consistent. You need to share these interesting and promotional messages every day, for at least few months, before seeing a real increase in sales.
The good news is that when your business starts to grow, it keeps growing, and you’ll be repaid for your investment. You’ll be very happy to see your shop blooming.
Meanwhile, good work!
Claudio Carnino, Founder & CEO of Fanchimp.
I am a passionate entrepreneur with the dream of making all online shops amazing and successful. Working on Fanchimp allows me to help a lot of people fulfill their dreams.
I am a Ninja developer and an expert in Social Media Marketing for online shops.
I’m always happy to help.
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