How to Promote a Successful Facebook Fan Page — A Case Study
By Bob Speyer – Web Success Team
Our client Pugster is one of the most popular online fashion jewelry retailers. They offer over 15,000 Italian Charms, European Beads, Murano Glass Jewelry, Brooches, Necklaces and more. Recently they have become more active in promoting their growing online business through Facebook, creating effective FBML pages with fan friendly special offers.
Why does one company succeed while others struggle? Let’s take a look at what Pugster is doing right. First, it helps to have a website with attractive and well-priced merchandise, one that is easy to navigate and purchase. Next, they have great seasonal specials like: Buy One Get One Free with Free Shipping; Save 75% off on Santa Bag Shopping with Free Gift Box on a $59 Purchase; Buy 2 Get 1 Free on Popular Charms. The specials jump off the page and excite the buyer with various choice buying opportunities.
Killer FBML Page Offers
Next they cross promote on Facebook using the FBML page to give exclusive FAN Only Coupons for just being their friend. By “liking” their fan page, fans can get an additional 30% off during checkout plus… fans receive access to exclusive coupons, post questions, get advise and exchange ideas. In addition, fans will be the first to receive “what’s new” from Pugster. To further excite their visitors and go viral, Pugster is giving away a $5 Gift Card and a chance to win a daily $20+ Gift Card to fans for just sharing Pugster links with their network of friends, family and associates.
With the start of this online marketing campaign, the return on investment is measured by the increase of fans (over 500 in one week); a two-fold increase in traffic that is directly attributable to fan engagement, more website page views and, of course, the granddaddy of yardsticks – a big bump in sales. They are well on track of having over 1500 new qualified fans within one month — a Web Success Guarantee!
Fan engagement is critical to the success of any online marketing efforts, particularly in the social media realm. We have identified Pugster fans to be primarily female between the ages of 15 to 40. These demographics play well on Facebook, where greater numbers of women are using Facebook for shopping than their male counterparts.
The Formula for Facebook Success
Online marketing is about being seen, being aggressive, cross promoting, finding the right target audience and getting them excited with specials and quality merchandise. Their Facebook marketing seasonal campaign is not only generating a great deal of buzz and droves of new fans, but it is turning them into buyers, brand evangelists. The final result is if you target the right audience they will vote with their pocketbook (or credit card in this case). The cost benefit is a high rate of return in relation to the modest cost of the campaign.
December 15th, 2010 11:14 /
Good case study. As a writer on the topics of social media and social commerce for Practical Ecommerce I’m always looking for case studies. I’m planning an article that focuses on ecommerce merchants that make good use of Facebook for marketing. I’ll be sure and include this one along with a link back to this post.
December 15th, 2010 13:10 /
Thank you, Paul. Please send us the article. Have a great holiday season
December 19th, 2010 14:18 /
Terrific Post! I am really into social media right now (like everyone else out there!), especially Facebook Marketing and FBML. It can be hard to keep up to date with such a fast changing innovative topic but I manage to do it through the fan page factory (https://facebook.com/thefanpagefactory ?) and blog posts exactly like yours. Tips and tricks rock. I am trying to learn as much as possible to put myself ahead of the curve. So thank you again!
December 22nd, 2010 13:19 /
You are welcome! 🙂