Social media is the first date; it is how you continue to build the relationship after this first encounter that is the key to turning LIKES into CUSTOMERS.
You have a Facebook page, but do you know how to use it? I will use Facebook as the social media channel of discussion for this post, but similar strategy should be deployed against any social media community that represents your business.
Building Customers out of Facebook: Tips on building good content
1. Clearly communicate unique attributes in your social media activity.
Narrower, more clearly defined posts cut through over a wide range of different content. Short, snackable posts are typically far more engaging for users.
2. Photos and Video content is key.
The Facebook newsfeed is cluttered with paid ads and other shared content making it even harder to stand out. Use images and video wherever possible to highlight your message.
[Insert cute cat photo post here. Yes that is two chicks with a cat. Very on-brand]
3. Collect & share compelling content from other users
Sharing content from like-minded social media communities is a great way to reach additional audiences.
4. Use hashtag’s to tag content and cross-pollinate your messages.
On Facebook and on other social media channels such as Twitter and Pinterest. #hashtagswork
5. Once a strong Facebook community has been built, consider a campaign, contest or app be created to expand reach, with a website landing page as a call to action and as part of an overall digital media strategy.
6. You don’t own your customer on Facebook.
A good Facebook community should be used as a means to interact with your customer, and hopefully at some point to encourage a transaction.
7. Paid Social Media is a must:
While organic posts, curating good content, and conversation remain central to your social media activity, paid media buys now are key in boosting Facebook engagement. Remember, brands are renting the space on Facebook, and the platform needs to generate revenue.
Unfortunately brands that have organically built up strong engaged communities on Facebook over the past few years now need to invest in some of Facebook’s Ad products to ensure reach continues as it once did.
The organic impact of Facebook activity has been diluted.
We have seen this in the stabilization of growth in NEW page LIKES in the past year, the drop off of referral traffic to websites from Facebook in 2013 over 2012 in many of our clients. You are not alone – but don’t panic.
Facebook advertising products are highly targeted, relatively cost effective, and should be used to heighten reach and encourage fan engagement and reach. Facebook ads, promoted posts and sponsored stories are all options that should be considered as part of an overall media and campaign budget.
Measuring ROI in social media
The goal with all social media, once the customer is engaged, should be to convert them to become a customer. All Social media initiatives should be built with an end-goal in mind for the brand.
Social media can be used to do the following:
1. Drive buzz and awareness for new product launches, or as a means of communicating with niche target audiences.
ROI Measured by: Content shares, overall reach of posts, number of interactions.
2. Referring traffic back to the website – the transaction point.
ROI Measured by:
Referral traffic sources in Google analytics or other website analytics tools. If you are investing resources in social media channels like Facebook, there should be a good amount of referral traffic back to the website as an indication of success.
3. Solidifying the Customer/Brand relationship.
ROI Measured by:
Converting Fans to sign up for eNewsletter’s for future promotion, special offers.
Consider adding a tab on the Facebook page to encourage eNewsletter sign ups, driving traffic back to the brand website to solidify the customer/brand relationship.
4. Increase Customer Communications. Social media as a CRM tool.
ROI Measured by:
Number of consumer interactions, media reach etc. Social media channels such as Twitter have become critical in crisis communications management. The brand must show it is listening to its customers.
KPI’s (key performance indicators) such as reach of posts, increases in fan engagement, and consumer question or complaint resolution, with social media acting as the connection between brand and customer are all measures of success.
Build the strategy for social media. Create good content. Engage with your fans and understand what they want to hear from your brand. Measure ROI [see above] and repeat.
Most importantly – understand how to get your FANS to share their love for your brand, and make it easy for them to buy your services or widget, or to reach out and communicate with your brand. Successful marketers are using social media channels such as Facebook to listen and interact with their customers. This is key in the age of social media and an expectation of most consumers today.
Like any good relationship, the first date is only the beginning.
Join us April 7-9, 2013 for the annual Online Revealed Conference for more in-depth workshops and social media case studies on building and growing successful communities on Facebook and other social media platforms such as Twitter, Instagram, Pinterest, LinkedIn, and YouTube. We look forward to getting to know you better on Facebook, Pinterest ,LinkedIn, and Twitter too!