Set for September 2018 this fundraising charity bike ride needed to build interest amongst local cyclists. A Facebook event page was made in March and boosted to get people aware.
How to turn awareness into sales?
People were expressing interest - 233 clicked the "Interested" button and that meant they would receive our Facebook posts for a while. If they showed no further interest then it would be likely Facebook would stop showing them our posts - reasoning that they were no longer interested.
How to keep them interested?
It's March, the event is September and we know many people will leave it to the last month before buying a place on the ride. We need to keep them interested, we need to convert that "interest" into a sale.
What are our options?
1) Tell them to buy the product - good, direct "Buy Now" message but is it too soon? Do they know enough to be ready to buy? Repeating "Buy Now" messages from March to Sept will be a turn off?
2) Give them more info about the product - probably better approach - pick out aspects of it, point out special features, or simply demonstrate it - but leave out "Buy Now" messages.
3) Answer questions - awareness of the product has led to people asking questions about it - you need to answer them. And the questions they ask will give you info about what they think of the product and may be what isn't clear to them.
4) Ask questions - for the bike ride we were offering 3 different routes so we asked them "Which one do you fancy doing?" - useful info for us but also keeps them thinking about the event. Facebook allows you to run polls too.
What we did:
For the bike ride we did a lot of information posts (option 2) - what they would get, the scenery around the route, the food, the support, etc - 20 posts over the next few months.
Alongside that we had 11 questions (option 3) from potential customers - some of them were answered by other potential customers! This was evidence of strong interest.
We ran 2 polls (option 4) - these were particularly popular with nearly 30 votes each time.
Lastly we had 5 "Buy Now", "Entry deadline coming up" type posts (option 1) - mainly towards the end of the campaign so people didn't forget to actually buy!
All this activity meant the Facebook page was "alive" - the event looked popular and active. People weren't getting just one message, we had found ways to keep in touch without boring them or worse - turning them off.
The Results:
149 likes
43 shares
41 comments
What was significant was that even the "Buy Now" posts were liked and shared - showing that people were happy to help promote the event for us.
In retrospect we could have asked more questions and ran more polls to generate more responces. Next time...
How to turn awareness into sales?
People were expressing interest - 233 clicked the "Interested" button and that meant they would receive our Facebook posts for a while. If they showed no further interest then it would be likely Facebook would stop showing them our posts - reasoning that they were no longer interested.
How to keep them interested?
It's March, the event is September and we know many people will leave it to the last month before buying a place on the ride. We need to keep them interested, we need to convert that "interest" into a sale.
What are our options?
1) Tell them to buy the product - good, direct "Buy Now" message but is it too soon? Do they know enough to be ready to buy? Repeating "Buy Now" messages from March to Sept will be a turn off?
2) Give them more info about the product - probably better approach - pick out aspects of it, point out special features, or simply demonstrate it - but leave out "Buy Now" messages.
3) Answer questions - awareness of the product has led to people asking questions about it - you need to answer them. And the questions they ask will give you info about what they think of the product and may be what isn't clear to them.
4) Ask questions - for the bike ride we were offering 3 different routes so we asked them "Which one do you fancy doing?" - useful info for us but also keeps them thinking about the event. Facebook allows you to run polls too.
What we did:
For the bike ride we did a lot of information posts (option 2) - what they would get, the scenery around the route, the food, the support, etc - 20 posts over the next few months.
Alongside that we had 11 questions (option 3) from potential customers - some of them were answered by other potential customers! This was evidence of strong interest.
We ran 2 polls (option 4) - these were particularly popular with nearly 30 votes each time.
Lastly we had 5 "Buy Now", "Entry deadline coming up" type posts (option 1) - mainly towards the end of the campaign so people didn't forget to actually buy!
All this activity meant the Facebook page was "alive" - the event looked popular and active. People weren't getting just one message, we had found ways to keep in touch without boring them or worse - turning them off.
The Results:
149 likes
43 shares
41 comments
What was significant was that even the "Buy Now" posts were liked and shared - showing that people were happy to help promote the event for us.
In retrospect we could have asked more questions and ran more polls to generate more responces. Next time...
Comments
Post a Comment