Facebook Friday: The Little Scarf Shop


Good Morning, Social Rabbit here with your guide to the world of social media.

Today is the first of the page reviews that people have paid the bargain price of $49.95 for.  The Little Scarf Shop Facebook page surprizingly enough is related to a website that sells cashmere scarves 🙂  It has 171 people liking the page and has been going since December 21st 2009.

What’s working:

Recommendations

Keywords

Below is a table of the top 25 keywords in Australian search (as per Google’s keyword tool).  However 100 keywords came up in the search.  Basically when people are searching for scarves these are the words they are using, therefore these are some of the words that should be incorporated into the content on the page.  The reason is that it helps with SEO (search engine optimisation) so the page will appear higher in the rankings when people search in Google or Bing etc.

KEYWORD GLOBAL MTHLY SEARCHES LOCAL (AUS) MTHLY SEARCHES
scarf 5,000,000 201,000
scarves 2,740,000 49,500
shawl 1,220,000 27,100
pashmina 673,000 14,800
shawls 550,000 9,900
silk scarves 165,000 5,400
scarf accessories 201,000 5,400
fashion scarves 27,100 4,400
womens scarf 40,500 3,600
tie scarf 135,000 3,600
wool scarf 74,000 2,900
cashmere scarf 165,000 2,400
scarf knitting patterns 40,500 2,400
red scarf 110,000 2,400
mens scarf 110,000 1,900
pashmina shawl 110,000 1,900
pashmina scarf 90,500 1,300
pink scarf 49,500 1,300
skull scarf 40,500 1,000
wholesale scarves 27,100 1,000
cotton scarf 27,100 1,000
scarf dress 33,100 1,000
scarf tying 27,100 880
winter scarf 40,500 880

Recommendations

  • The info tab basically contains nothing!  This is a huge missed opportunity, it needs to be rich with keywords explaining what the product is, what colours it comes in and about the company
  • Look at increasing the size of the profile pic (there is 180 wide by 540 pixels high to play with) to include an image of someone in a scarf along with the logo
  • There are no reviews on the page, so encourage people to write them, perhaps offer a discount off your next scarf
  • There is no landing page, this is really important with a product that is so visual, have a landing page that includes the Autumn winter collection to show people what is on offer, this could include an enewsletter signup form for your newsletter to build your database
  • Add a store application (eg Vendor) to the page, this uses paypal for payment, and could result in extra sales, plus you could offer special deals for people who like your page through the store, eg a free booklet on tying your scarf.  It is important that your Facebook page is a community that people want to be part of.
  • When posting photos use ones from the website and therefore people can click on them to go straight to the store to buy
  • Make short videos showing people how to tie the scarf to add onto a video tab on the page, you have explained in one post, but it might be easier for people to see, this could even be done as if they are looking in a mirror so that they can follow the video and tie it at the same time
  • Make a video on washing your scarf, sounds very basic, but people will be nervous about washing it at home themselves.
  • Respond to all comments on the page, it encourages people to post more as they know you are listening
  • Ask questions in the posts, eg what do you wear your scarf with?
  • Use the polls application to find out info such as favourite colour
  • You could include information on what cashmere is, explain to people make it easy, ask people what they think it feels like, eg cotton wool etc.  Try to get people to imagine so that they want it
  • You could ask people what are the strangest ways you’ve used your scarf, eg the woman on the page who commented that a child wiped their nose on it
  • You could have your scarves traveling around the world, where has yours been?  Encourage people to send in pictures similar to the post you have from Neema
  • How about writing a piece with pictures which is 1 scarf 100 ways, or maybe not 100, but similar to the pieces you see in fashion mags, so that people can see that you can wear it with pj’s, tracksuit, work clothes, party clothes etc.
  • You could write notes on the notes tab on which colour scarves suit which skin/hair colours
  • There needs to be a posting strategy around the page, decide first of all what your purpose is for the page, then use that when posting, decide on how many days a week you want to post and then make sure each post is adding value to your audience.  Currently there are a lot of selling posts, which is ok if they are spread out amongst others, but they aren’t.  Look at the reason why people come to your page, and what scarves are all about ie fashion and tie that (literally!) into your posting.

USA audience

You mentioned you want to target the USA audience.  There are a few ways to do this:

  • Facebook ad’s, targeting them at women in the USA, you can choose fashion as an interest for them, that is going to be the quickest and easiest way to get people to your page
  • Go to USA fashion or magazine pages and post value adding posting, eg did you know that wearing a scarf like this gives the illusion you are 2 sizes smaller (I’ve made that up) then you can afterwards put from The Little Scarf Shop (hyperlinked) and people will go and check you out

Both of these can be used with any audience you are trying to target, but it is all about adding value, not just spamming another page with hey I’ve got a great red scarf!

Summary

You need to give people a reason to visit your page not just once but again and again, as you offer them something that they want.  Just promoting buy a scarf is not going to do that, it needs to be more than that.

Using Facebook ad’s is a very cost effective way to get new people to your page, you don’t need to spend that much, it could just be $10 a day.  Use it to get them to your page, not to your site, then when they have liked the page you will have them there to keep talking to, instead of them hitting your site and leaving.

Did you love this review? You can get your page reviewed by the Chief Rabbit for only $49.95, just email info@SocialRabbit.net

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Filed under Facebook case studies, Facebook fan pages, facebook page, social media

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