Marketing used to be about “reach and frequency”. Today, it is about the relationship you are able to build with your customer that organically leads to new relationships. Sure reach and frequency can still play a role, but people will always buy from people and brands that they build trust with, and they will respond to recommendations that people they trust offer. So why use Facebook for marketing?
When Facebook rose to the forefront of marketers minds, a lot talked about how they can connect with new people and expand their marketing. A successful campaign in social media was all about increasing fans, so that they can see your updates about your latest product sale.
After countless debates on the ROI of social media, I’m here to tell you: Bad social media delivers poor ROI. Good social media delivers ROI that can be measured (contrary to what many social media mavens might say) People are not going to visit your Facebook page because your content is “really compelling”. Facebook is about the relationship, and relationships are therefore measurable when it comes to your business. In other words, when creating a Facebook marketing campaign, don’t think “how can we attract new customers with Facebook?” but rather think “How can use Facebook to connect better with our current customers?”. Then think about how you can nurture these relationships and gain new business.
This thinking is also going to lead you to thinking about more than status updates. In fact, the activity of your “fans” on Facebook is more important than your company’s activity. Here’s are 5 tactics you can use to bring your Facebook page to life.
1. Create an offline Strategy: Your Facebook page is not an island, it is an opportunity. How about passing out cards – inviting people to download free coupons from your Facebook page. If people respond, it’s because they are a perfect match for your business, and you’ve just increased their purchasing frequency.
2. Ask – Use Crowd-sourcing: Let’s say you are a car dealer looking to increase the connection to customers (this is a joke because car dealers notoriously reject meaningful marketing in exchange for interruptive marketing). Ask customers to tell you how their experience was by uploading a picture of them and their new ride. Offer a free oil change or car wash.
3. Use apps: There are hundreds of apps available for a variety of uses on Facebook. You can use apps to make your Facebook page into a destination for Videos, Contests, Shopping, Email Signup, Games and so much more. The fact is, if your Facebook page is fun, I’ll be back and I’ll tell my friends.
4 Reward your best customers: Sometimes a little thank you really makes a difference. The people that are the most engaged with your Facebook page are often the people that are the most interested in or committed to your brand. How about offering a gift card for people that share your contest or post on your wall? Integrating special promotions with email marketing allows you to get really targeted with this.
5. Make it exclusive: Are you a band? How about a free song download for Facebook fans only? Running a contest? Why not give everyone a special offer or coupon ‘just for entering’. This way, even for those who think they may not win, it’s still worth something, right?
redwall LIVE is an Indianapolis Marketing Company that creates compelling campaigns that make your Facebook Page come alive. We would love to offer a free consultation if you would like to consider how you can turn Facebook into a revenue generating machine for your business.