I decided to experiment on Saturday. The experiment was promoting an “item of the day”, which was a print marked down 50% for one day only. I posted a link to it on my FB Fan Page. As you can see from the screenshot, only 403 people saw the post out of a potential 2,300 people that have liked my page. (This was four hours after posting. It’s Monday now and only an additional 103 have seen the post. Obviously, the first couple of hours will be the time your post gets the most views.)
In the next screenshot, which is from my Etsy stats, out of the 403 people that saw the post on FB only 18 people clicked the link to see my “item of the day”.
Out of the 18 people that looked at the actual item in my etsy shop none of them took advantage of the 50% off deal. You win some, you lose some.
Naturally, there are an enormous amount of factors to consider:
- Posting on a Saturday might not be the best day because more people are away from their computers than on a weekday.
- Time of day that I posted was possibly a time where less people are online.
- Perhaps the item I chose to promote isn’t a popular one. Then again, maybe it is, but it might be more popular in a different format like a limited edition print on wood with resin coating as opposed to the open edition that I was promoting.
- It’s the end of the month too, which could mean people aren’t spending money on artwork because they have rent due in a few days.
- With the amount of people on FB it’s highly likely that my post simply got buried on people’s home page within a minute or two.
- I only posted the link once. It would have gotten more views if I posted the link every few hours.
- And the list goes on and on.
My main point though is the number of click throughs. I have 2,300 “likes” on FB, which I think is a lot. I know it’s nowhere near the high profile “rockstar” artists, but it’s certainly more than a lot of other fan pages on Facebook. The thing is though, out of 2,300 people I only managed to get 18 of them to click on the link and to look at the item I was promoting. How many people would have had to see the item before a purchase was made…19…20…300? We may never know.
Armed with this information what is a DIY professional to do? First and foremost, it’s good practice to not let stuff like this get you down. It’s completely irrational to get upset because people don’t buy your creations. And when 18 out of a possible 2,300 click on your link you need to keep in mind that 18 is better than zero. You must forge ahead and keep at it.
Naturally, you might be asking yourself, “is it worth it?” In the big picture I would have to say yes. Simply because there are too many factors to say this particular promotion was a failure. I could try the same promotion with a different item and have totally different results. Possibly better results or maybe worse results. I could even do the same exact promotion with the same exact item and end with different results by posting on a Monday as opposed to a Saturday.
In conclusion, I think it’s best to continually experiment with promoting. Who’s to say that one of those 18 people won’t come back and make a purchase later?
Any thoughts, comments, ideas, past experience with your own FB promoting…I’d love to hear them.