Are you happy about your amount of followers on social media, but in doubt if they are actually visiting your business? If youāre looking to turn your ālikesā into paying customers, youāre not alone!Ā In this article, weāll go over 3 ways to drive followers to your physical location.
How do I convert followers on social media into paying customers?
You might have a lot of followers on social media, but are they actually coming into your business? Turning your ālikesā into paying customers is all about staying ātop of mind.ā That means being seen on a regular basis, and in this way building recognition and ultimately trust.Ā So, how do you stay top-of-mind?Ā
Your social media pages are the best place to start! Your Facebook, Instagram and Google My Business pages etc. are your ābusiness card.ā Ā Thatās how potential customers are finding you!Ā Weāve highlighted some of the best strategies to bring your followers from behind their laptops, into your restaurant.
Tip #1 ā Keep your business details updated!
Never overestimate what your followers know about your business. Check all your social touch points ā FB, Google, TripAdvisor, Yelp, Instagram etc., and make sure your business name, address, email, phone and opening hours (whichever are applicable) are all updated. Your social media and review channels should answer all the basic questions your potential customers could have.
āļøĀ Start by adding all Google My Business Details. Learn how to set up and optimize your Google Business Profile.
If youāre usingĀ AreTheyHappyĀ to monitor all your reviews and messages, youāre be able to publish your Google My Business details for every location from theĀ Locations & GroupsĀ tab. You can make changes to your details at any time and push them to all your locations at once!
āļøĀ Regularly remind your followers of any detail important to your business. Donāt be scared to share them your posts, simply by adding your location it to the caption on FacebookĀ or byĀ adding a location tag to your Instagram post.
Tip #2 ā Use Facebook Ads to convert followers into paying customers
If you find youāre not getting enough organic traction, you could consider paying for Facebook ads to get more customers. A few interesting options for the hospitality industry are:
1.Ā ApplyĀ Geo-TargetingĀ to your current ad strategy to target customers in the nearby area. A small budget goes a long way, as long as you target the right people.
2.Ā Use a āCarousel Adā to direct your potential customers to the nearest location, also known as a āStore Locatorā
3. Retarget your existing customers by uploading aĀ custom audienceĀ on Facebook, and choose your target market wisely. Next up, fine tune your ad and narrow your targeting for an even better audience!
A greatĀ Facebook ad setĀ can be built up of:
- your current customers,
- people that look like your current customers (lookalike audience)
- your Facebook Page Likers,
- page and website visitors, and
- people who recently checked-in to your page.
*Pro Tip:Ā Donāt boost every single organic post. Always remember that Facebook uses an algorithm: your boosts Ā will be interpreted as āwillingness to payā for organic reach, which will certainly counteract your organic post reach. Instead, save your budget for bigger ads (like the examples above) for better results.
Tip #3 ā Ā Engage with your followers, and reward them
To build recognition, and ultimately trust, you should engage with your customers. Show them some love by replying to their messages, and thanking them for sharing their experiences via reviews. Itās a basic part ofĀ online reputation management. As you gain more confidence, show your personality and feel free to joke with them and have fun!
If you find yourself juggling with too many social media and review channels, and run the risk of missing important messages, you could start using a tool. AreTheyHappy created an easy-to-use inbox to help you centralize all your messages in one place, and get notified for every negative review or important messages.Ā
Next, why not reward your customers every now and then to make them feel appreciated. Imagine the reach if they share that strong experience with their own friends and followers. Start by rewarding one follower per week, to substantially grow your reach and credibility over time.
For example:Ā you could pick one reviewer (or active page liker) per week, and surprise him or her with a beautiful thank you message, āpicture of the weekā or even a coupon. Theyāll most likely share your effort with their friends and networkĀ (donāt forget to mention them in your caption)Ā ! Imagine the reach!
*i.e.:Ā 52 X 150 = 7.800 extra reach per year
(1 post per week X estimated average amount of friends per person)
Converting followers on social media into actual customers
Turning followers into paying customers is no science, but it pays off! Itās about testing different strategies, defining what works for your business, and then optimizing them as you go. Start by giving your customers all the details they need, reminding them of your business regularly and rewarding them for their interactions.