Facebook generates sales, web shop doesn't... where next?

[Biskit]

Good morning!

I represent an artist who's work has really started to take off in the last couple of years. He has almost 10,000 likes now on his Facebook page and has a steady stream of customers buying paintings and prints. He also has a web shop, but hasn't had the time to update it, and hasn't advertised or implemented any kind of SEO strategy, so as you will expect it generates nothing. Everything has come from 'word of mouth' on Facebook.

We would like to increase sales now that we are in a position to invest are looking for some advice on the best way to do so. what would you do?

Thanks in advance!

 

[Alex - A2 Hosting]

I'd try using your Facebook audience to bring some "buzz" about your website. Do a competition, setup a testimonials review page and ask the Facebook audience to submit theirs etc

That should, hopefully bring some traffic to the site and have people talking about it.

 

[Billmccallum]

I recently set up a facebook page and a web site for a local business, albeit in a different market, within days the facebook page started generating customers through the door and online enquires and the web site traffic went from 0 to 100 visits a day, but its still facebook that gets sales.

I suspect with art it will be very different, I would never consider buying a piece of artwork over the web, I would want to see it and get a live perspective, so I would be looking for where the artist displays his/her work.

 

[joeptsearle]

Do you have an email list? If you do then you can make use of that huge prospect base on facebook by asking people to join your monthly/weekly news letter, giving them information on your business/tips etc. A good way doing this is through the tabs on your facebook page where you can actually set up a subscription tab. If you haven't set up an email list then aweber is the place to check out the idea. But having a list of people who are prospects of your business is crucial to giving value to your customers. It also means that if you have any offers on you can promote them and even have people share your emails. But the Facebook tabs are very effective at generating more leads for your business.

 

[japancool]

I represent an artist who's work has really started to take off in the last couple of years. He has almost 10,000 likes now on his Facebook page and has a steady stream of customers buying paintings and prints. He also has a web shop, but hasn't had the time to update it, and hasn't advertised or implemented any kind of SEO strategy, so as you will expect it generates nothing. Everything has come from 'word of mouth' on Facebook.

We would like to increase sales now that we are in a position to invest are looking for some advice on the best way to do so. what would you do?

Haven't you answered your own question? If you want the web shop to generate sales, then you need to update it, advertise it and implement some kind of SEO strategy.

Advertising could be done via Google Adwords, Facebook advertising or even the old fashioned method of offline advertising.

Implement an SEO strategy - know your audience, identify what it is they are looking for and write the content of your site to match those terms. Get your website known by reaching out to other websites and people within the market. I don't know what kind of art you are selling, and nor do I know the market but you will be best placed to know who the players are and how to approach them.

These will help drive traffic to the site, and once they're on the site, make sure the site is well-designed to make those visitors convert. Make it easy for them to find the artwork they're looking for. Big, attractive pictures. Your client is an artist, so make the website visual.

 

[aampapproach]

You should use the Facebook page to attract visitors on your website. Customize your Facebook page and do include testimonials on your website as your best business marketing strategy is "word of mouth" right now. You can even use SEO if you can to optimize it for Google's search engine results.

 

[houseofdecals]

With that amount of real facebook fans getting sales from the web site should be easy. Pay for a well designed user friendly web site. SEO shouldn't even matter to much with thousands of people already talking about it. Just keep it updated.

 

[Alex Brooks]

I would strongly recommend implementing a SEO strategy, private message me i can help.

Have you thought about funneling traffic from facebook to the webshop?
What about other social media platforms? Twitter?Tumblr?etc

 

[MikePNV]

HI

My advice is to put on his facebook account some links that will take you to his website,ofcourse you have to make the website userfriendly and interesting

 

[IanG]

Personally I'd save the money.

If Facebook is working, carry on.

 

[houseofdecals]

IanG has a point if its no broke dont fix it. thousands of people on facebook hard to see you getting anymore from having a web site

 

[mary2222]

First of all, you can always use your Facebook account to direct your clients to your website. Have a promo that for every inquiry or sale you receive on the site customers get this and that.

Aside from that you need to update the site- for on page and off page SEO. Start optimizing your website and research for target keywords that would attract the right kind of market for you. Then of course you also need to do off page SEO and start building your backlinks

If you do not know anything about SEO, it's either you learn everything by yourself. You can do this by searching for related blogs on SEO. There are a lot actually. One good source is Affilorama which offers free tutorials on SEO.

Of course, if you have the budget, you can always hire a freelancer. You may look for one in several freelancing sites like Odesk or Elance or perhaps in SEO forums like Warrior or here.

I hope that helps. Good luck!

 

[burn1972]

I have to echo the sentiments of most of the posts on the thread so far and focus on using your Facebook account as a gateway to the site. Best way to do this is to restrict sales to the site only having any purchase options on the Facebook account act as a redirect to the site's storefront.

I'd also advise consolidating your clients customer base by creating a members list which you can contact direct via email about updates to the site encouraging return custom. A mailing list can also provide the opportunity for some old school advertising, sending out an annual catalogue (which you can print here) that showcases his best works of the previous year or previews what's to come in print form can add a personal touch to consumer relations.

 

[MageWorx]

SEO is the best way to go.

Assess your site to develop a customized SEO strategy and action plan to improve your store search engine presence.

First, make up a keyword list that describes your biz best (you may use Google keyword planner, Google trends for that). Then consider structuring your ecommerce store so that it includes a number of landing pages.

Optimize each page for your targeted keywords. These pages can be specific to your brand or product type (e.g. pictures, tapestry, etc.). Doing this gives you the opportunity to optimize for multiple pages and keyword groups, which will increase your site's visibilty in search.

When done, you can start building links for your site and promote it via social media sources (including your well-known Facebook page).

That all may sound rather complicated, but in fact, it is rather easy.

 

[accountsandlegal]

Did you know that linking your pages internally can enhance your search engine ranking? And make sure, when you reach out for back-links, that it's from authoritative sources on a similar subject from the one you are professing expertise in.
Google grades sites on their 'authority' on a given subject, which is quantified by the depth of content on their website and their links with external ones.
NB: watch out that you don't over-use keywords as this can be penalised. Ideal structure for the main ones is one in the heading, one in the first and second paragraph and then a couple streamed naturally throughout the text.
Also, try and target unique keyword combinations as other better-established rivals may have cornered website traffic for the common ones, like 'artist in London'. Pick ones related maybe to the genre of art, if it can be so stereotyped.

Accounts and Legal is an accountancy firm and advice centre for small businesses.

 

[Dalycom]

I would suggest updating the website first and then using facebook to link to the relevant pieces on the website. That was you are still utilising your facebook visitors but driving more traffic to the website rather than on facebook. Also could consider a promotion where you can only enter via the website maybe?

 

[stender]

You should just worry about getting the website ranking for the artists name and works. Your not easily going to compete on other keywords. What style of art is it? I buy and occassionally sell art and maybe able to suggest some alternative places to list it.
Get the name and works out there on FB etc but point them to the website for releases etc and also have a mailing list.

 

[silverfirefly]

Don't be too reliant solely on Facebook. You don't own Facebook, they can (and do) change the rules from time to time. You're better off selling from your own website where you have much more control.

People here have given some good advice regarding leveraging the fans you already have, but remember, there's a big difference between fans and engaged fans. Email marketing is a good way to go, but as well as putting a sign-up form on your Facebook page, also do the same on your website.

Make sure the website is speedy, responsive (device-agnostic), attractive and is designed with sales in mind.

SEO is important, but don't forget, page speed is an important part of SEO these days. So you may need to do some optimising.

You'll also need to think in terms of providing regular top-notch content that is relevant to what your customers want to read about. It's known as content marketing. So do some research in that area.

Check these resources for more info about SEO: http://moz.com/beginners-guide-to-seo, http://www.quicksprout.com/the-advanced-guide-to-seo, and check out the Copyblogger, SocialMediaExaminer and KISSmetrics blogs for up-to-date info regarding things like content marketing, social media, lead generation, sales, etc.

Hope that helps.

 

[OakMarkLondon]

You could establish a stronger link from FB advising customers to check out the online gallery/store for more artwork. With such a big audience perhaps you could run a contest or survey to get ideas from customers where else they would purchase the art