Day 18 Of
The Thirty Day
Social Media Challenge
On Day 15 I wrote an article about driving traffic to your social media channels. Today I want to expand on this even deeper.
In the article I gave some ‘Must Do’ things for you to do. These are designed to get traffic to your page. But in short order you’re going to have fans and followers.
Once you do, you’ve got two goals you need to focus on when it comes to these folks. The first is to keep them your fans and followers. The second is to get more fans and followers through them.
Keep Your Fans…
It’s a dog eat dog world out there. There’s a ton of competition for our attention. Combine that with our ever shortening attention spans and if you’re not careful, loyal fans will move on to the next thing that grabs their attention pretty darn quick. Better to be the dog doing the eating than the one being eaten.
Make sure you employ a strategy for keeping your fans. It’s hard enough to get a fan. Keeping them is even harder.
And quite frankly it’s more important than even getting a fan. Most people focus all their efforts on getting fans and then wonder why their base never seems to grow.
Back when I ran a martial arts school, we used something we called the Integrated Marketing Approach. Ever hear the old saying: “It’s easier to get new business from a current customer than to get a new customer”? It is so true!
New customers are just one profit center in any business. Retaiuning that customer is also a profit center. There’s other profit centers. In the martial arts school they were: upgrades, special events and retail sales. If we focused on just one, we were leaving a ton of money on the table.
Think of retention as closing the back door. If you spend all your effort on getting people to come in the front door but your back door is wide open, you’re loosing customers and you’ll never grow no matter how many new ones you bring in.
When we focused on all those profit centers, the business quadrupled. Same thing can happen with your social media channels.
Here’s an article from Sarah Goliger on Hubspot called “4 Ways To Keep Your Facebook Fans From ‘Unliking’ Your Page. Sarah says you want to keep your posts interesting, publish relevant and valuable content, find a good balance for publishing frequency and keep them coming back for more.
Notice a lot of what Sarah talks about revolves around content. You can never go wrong by giving your fans and followers great stuff.
Get New Fans Through
Your Current Fans
The other side of this is leveraging your current fans and followers to get new ones. This is the place social networking really shines.
If one person shares your content, it is possible that hundreds (the average Facebook user has 130 friends) of their friends will see it. If they like what they see, maybe they’ll click through to learn more about you.
Engaging your fans and followers is vital. Not only to keep them coming back for more, but to get them telling the world about you.
Here’s some rules for your fan engagement:
Know your audience: Before you start speaking to them, you need a great understanding of what makes them tick. What are their likes and interests?
Keep it real: Talk to them the way you would any person face to face. Be congruent with your marketing message, but don’t be fake. People see right through it.
Act naturally: Think about what you might do in real life to get a response from someone and just do the same thing in social media. This isn’t rocket science.
Ask A Great Question
Get A Great Answer
If you were face to face with me and wanted me to respond to you, what would you form the words coming out of your mouth into? A question! If you want someone to respond to what you say, end the statement with a question mark.
Asking a great question in social media will result in a great answer. Then everyone connected to the person answering has the opportunity to learn about you and your content.
My friend Jason Silverman, (whom I’ve mentioned in several other articles), called to ask for advice on something yesterday. He is going to a New Year Eve costume party where guests are supposed to come as a TV or Hollywood couple.
My answer to that question was not suitable for this blog as it contains humor that some may not find very funny. You can use your imagination but that’s beside the point.
What I did offer is that a question is perfect for fan engagement and that he should ask it on his social channels. It has all the right elements of a question that gets great mileage in the socialverse.
- It is interesting – Many people love going to costume parties and can relate. It’s a fun topic.
- It is personal – Builds rapport with his fans and followers
- It asks for help – People love to feel like they’re helping out. People will follow a random stranger into a dark alley if they were lost and needed directions.
- It allows people to be clever – People will want to provide their funny and interested answers
Sure enough the post grabbed an immediate response. So far after one day he has at least triple the response he would normally get.
There are a lot of tactics and techniques, (here is a great post from Social Media Examiner by Mari Smith on how to better engage your Facebook fans), that you can use to up your fan engagement. Clever comments, great content from others, pictures, videos to name just a few. If it follows the simple rules discussed above, there’s a great chance it will get shared and bring other people back to you.