Since the rocket-like launches of Twitter, Facebook, and Pinterest years ago, organizations have been asking the million dollar question in regards to social media, "How can we convert fans into buyers?"
While I don't proclaim to have all of the answers, the answer to the question of converting social media followers to customers seems a rather obvious one: Â The same way you converted your existing customers. Â
From my perspective, there's too much status placed on 'fans' and 'fan counts' by most social media "experts". The people who "like" your brand are essentially giving your company a virtual high five. They appreciate something you've done or a perception you've created about your products. They may or may not be your current customers. And – unless you work to convert your followers into buyer – they may or may not be your future customers.
In a traditional sense, your Facebook fans and Twitter followers are the digitalÂ equivalentÂ of window shoppers. Some of them know your brand well, they enjoy your products Â and actively share their experiences with their friends.
But some Â of your fans – a large majority – are standing on the sidewalk. Â They like your window display, but it hasn't compelled them to open the door and try your brand.Â And this is where your business acumen and experience -Â more soÂ than your social networking skills – come into play.
So ask yourself and your team: What do you do as a brand that brings potential customers in off the sidewalk?
If you can answer that question, then you can convert social media followers into buyers.