Your Facebook likes just aren’t cutting it.
Because they won’t remember you exist.
Every time someone likes your Facebook page, it is an opportunity to completely lose them forever. Facebook has made it harder and harder for your followers to see the updates you post on your page. When you post to your page, typically around 5% of your followers see the post on their news feeds (which does not guarantee that this many people read it). So if you have 500 likes on your page, only 50 people even have the opportunity to see it!
So it’s actually much better for a visitor to your Facebook page to find a better way of connecting with you than by liking your page. I recommend that instead of pushing for the like, you push for the email opt-in.
While an email opt-in is harder to get than a Facebook like, you’ll know that everyone who does it really wants to hear from you. And you benefit from an increase in conversions (how many of these people become customers).
When 5% of your followers are seeing each update, each follower is seeing very little of you. Think one update every other month or out of every 10 new pieces you post, they see one of them – or something of that nature. But with email, 99% of your subscribers see your email in their inbox and around 30% actually open the email and read it.
This way, it takes a really long time for your Facebook followers to get to know you and your art enough to feel ready to buy. But your email subscribers feel that comfort and excitement really quickly since they see your emails so often.
5% on Facebook
30% by email
The choice is pretty easy – email is going to reach people much more often. And it will also make your customers happier! They follow your Facebook page because they want to know when you have new work – they like your art and they want to keep updated about it. When they don’t see new pieces you’ve got, they feel like they missed out. They’d rather be on your email list, but they won’t remember themselves. You’ll have to help them.
Next time you’re about to post to your Facebook page with something like, “Like my page for more new art!” or “Like my page for a discount code on your first purchase!” instead try asking them to opt-in to your email list for those same things. I bet you’ll notice more customers if you keep doing this over the next couple months.
You should also consider adding a custom tab to your Facebook page (those apps underneath your cover photo) that connects people to your email opt-in from right inside Facebook.
With just a little more attention, you can end up with a bigger email list, happier followers, more customers, and more money in your pocket!
Do you use your Facebook page to get more people onto your email list? What techniques do you use? Let me know in the comments.