How brands can convert Facebook users into customers

Brands need to embrace influencers and provide insights with a purpose if they hope to turn Facebook users into customers.

Facebook's mobile app.
Facebook's mobile app.

Marketing is sometimes considered a niche form of storytelling, but its stories mean nothing if they don't make brands resonate with potential customers and ultimately lead to sales. Many modern marketers view the people who connect with their brands on social media as potential leads that could become customers.

Converting users to customers on social media platforms such as Facebook isn't always a straightforward process. The journey is often riddled with challenges and unmet opportunities. Using social media to achieve brand lift, loyalty and engagement is typically easier to do but harder to quantify and justify as a business investment.

"No one trusts a brand or brand stories anymore," according to Cameron Friedlander, marketing technology strategy lead at Kimberly-Clark, a consumer packaged goods conglomerate. "As a brand speaking directly to consumers all you can do is give them facts either about the category, the brand, product or company."

The most important thing any brand can do to cultivate and eventually convert Facebook users into customers is provide useful facts, insights and ideas, he says. "Doing this requires brands to think differently about content and consumer engagement."

Consumer Trust Doesn't Come Easy 

Consumers trust and listen to individuals with whom they have personal relationships more than brands, Friedlander says. "Consumers value each other's opinions, not brands or companies."

Brands need to build content ecosystems that inspire users to engage with each other and share insights and ideas on behalf of the brands, "to help nudge them towards a brand when it comes to purchase time," Friedlander says. "Recommendations from people you know are what count when it comes to conversion."

Ecommerce platform Shopify, which powers more than 120,000 online retailers including Amnesty International, General Electric and Tesla Motors, says Facebook is fueling the vast majority of its orders that come from social media. More specifically, Facebook drives 63 percent of all social media visits to Shopify stores and accounts, for an average of 85 percent of all orders derived from social media, according to Shopify data based on 37 million social media visits that led to 529,000 orders.

Facebook also delivers the highest conversion rate for all social media ecommerce traffic, at 1.85 percent, according to the Shopify data. Conversion rates for Google+, Twitter, Pinterest and LinkedIn were all below 1 percent during the same period.

The average value of sales generated via Facebook for Shopify's stores was $55, which is below the average value of Pinterest, Instagram and Polyvore sales. Facebook dominates social orders in markets including photography, sports and recreation, pet supplies, jewelry and apparel, but it faces tough competition from other networks in the collectibles, digital products, services and consumer electronics markets.

Coming to grips with social commerce
Marketers need to adopt a more operational mindset to cope with social

Facebook's Burgeoning Role

Facebook's role and capabilities throughout the sales process continue to grow as it adds new targeting functionality, ad formats and technology. But can it carry its users though the entire sales funnel on the path to purchase?

"In theory, it could drive the entire process," Friedlander says, but Facebook still has issues to resolve around millennial usage and overt advertising.

Kimberly-Clark knows the value of word-of-mouth advertising and authentic recommendations. Its products are physically touched by nearly one-quarter of the world's population every day, according to the company.

"Consumers are going to listen to other consumers," and the best content brands can provide is content that's inspired by consumers, Friedlander says. Brands need to embrace potential influencers who tell stories that promote ideas or drive awareness.

"Let's start with people and good storytelling," he says. "Brands need to leverage influencers to deliver insights and inspire consumers about the category."

Time is valuable, Friedlander says, so "brands also need to look at new forms of storytelling like the six-second story to deliver these messages to consumers quickly."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in