Social Media Monday: From “Likes” to sales

Fromlikestosales

Jonathan Sweet
April 22, 2013
Filed under Features, Top Stories

Welcome to this week’s Social Media Monday, where we answer your social media questions.

You can submit questions via the comments below or by email to jonathan.sweet@boatingindustry.com.

How do “Likes” translate into sales?

Answered by Josh Chiles, founder and CEO of Engaged!

There are a few ways to answer this question. First, lets look at the big picture of gaining a sale. Every time you touch a prospect – from an email campaign, to an ad at your local ballpark (it is baseball season after all), to your salesperson picking up the phone and giving your prospect a call, to posting content on your Facebook page – these are all impressions. “Likes,” just like any other impression, can turn into a sale by the number of different impressions you make.

Think of it like this: a prospect visits your dealership and your local competitor on the same day. Now, over the course of two weeks, your competitor sends a few emails, posts daily on Facebook (and don’t forget Twitter, Google+, YouTube, and your blog) and calls the prospect a couple times. You on the other hand … might have sent an email and called once. In two weeks time, who does the prospect remember? You (with one or two impressions) or your competitor (with 20+ different impressions)? I think the answer is pretty clear.

Another way a “like” translates into a sale is by using the “like” as the starting point of the sales process. We have a formula at Engaged! for turning “likes” into leads. With this formula, we have three goals that we set out to achieve.

  • Get a prospect to click “like”
  • Get a prospect’s first name and email address
  • Get a prospect’s last name and phone number

We now have a targeted Facebook lead and every time we take an action (post on Facebook, send an email, or make a call), we can make three different impressions. Our clients track the Facebook lead in their lead management system. Then after the prospect buys a boat (or trailer, or gets their current boat serviced or spends any money with you), you know this new customer came from a Facebook “like.”

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