Case Study: The Baby Sense Plan to Convert Fans into Sales

babysense bookFor small businesses, social media is now a critical component of branding and customer engagement. The goal on Facebook, Twitter, and other social networks is to gain followers and reach out to them, encouraging them to purchase your products or use your services. However, what happens when you are seeing an increase in your fans on social media but your sales remain stagnant?

This is the case of The Baby Sense Company, owned by Meg Faure. While Baby Sense has a significant following on Facebook, these fans are not converting into sales. Partnered with Jeremy Pepper, a consultant for social media and public relations, Faure is embarking on a new plan to convert her fans into sales.

The Challenge

Currently, Baby Sense has 32,945 Facebook fans and 2,520 followers on Twitter. Despite the fact that the company is very engaged with fans on Facebook, hosting popular Q&A sessions, providing special offers, and posting child care tips, Meg Faure has found that Facebook is not generating very many sales. Faure has been spending the majority of her small marketing budget gaining likes and promoting her posts only to find that while engagement is up, sales are not. Working with consultant Jeremy Pepper, the two have devised a new social media marketing plan.

The Plan

The plan for Baby Sense encompasses multiple networks: Facebook, Twitter, email, YouTube, and UStream. However, Baby Sense’s focus will be on Facebook, where they have the largest following and highest rates of engagement. First, Pepper has suggested a scheduled approach to Facebook and Twitter, which will allow Faure to more easily promote Baby Sense products and plan online events such as her Q&A sessions. An app such as Buffer will post social media updates on a scheduled basis.

Next, Faure plans to change the tone and voice she uses when posting on social media. The new approach will better engage users by being more of a conversation between moms. Pepper suggests that Facebook posts run between 200-300 words and consist of a call to action, encouraging users to post about their experiences or discuss their opinions.

Furthermore, it is important for Baby Sense to be active on social media and respond to as many user comments as possible. While Baby Sense does respond to some user comments on their page, the majority of comments appear to be unanswered. Mashable promises an update on the Baby Sense plan in one month, so check back to see how they’re doing.

Does your small business have the same problem as Baby Sense? What has worked for you?

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Elizabeth K

Elizabeth Kent is a recent graduate with an M.A. in Women’s and Gender Studies from Brandeis University. She earned her B.A. from Smith College with a major in the Study of Women and Gender and a minor in Jewish Studies. Elizabeth recently relocated from the Boston area back to Western Massachusetts, where she spends her free time volunteering with a local non-profit organization. Elizabeth has worked as a writing tutor, archival intern, research assistant, and retail associate. Her interests include studying pop culture, kittens, and making meals with as little cooking as possible.

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