The Internet is staggeringly powerful, incredibly pervasive, rapidly growing (and not likely to stop). It’s a tool of empowerment, for individuals and businesses alike. How will you use it?
We’re down to the last post in our Facebook marketing series. By now you’ve set up your company’s official Facebook fan page, filled it in with content and invited clients to become fans. Excited to start engaging with those fans? Ready to hear some sure-fire ways to get them involved with your brand on Facebook?
Put your thinking cap on…
That’s where you come in. I’d love to tell you some guaranteed ways to get your clients involved, but every audience is different. Social media marketing requires a strategy. Spend some time thinking of your specific client base, and the types of clients you’d like to reach out to in the future.
What would they be interested in? What motivates them to act? What questions do they have that you may be able to answer? What value can you add through your Facebook posts?
A few hints to get you started
In my experience, there are a few things that are more likely to initiate conversation than others:
Free things. Can we all agree this is obvious? According to this study, exclusive deals and offers is the #1 reason Facebook users interact with a brand. Promote (worthwhile) discounts and giveaways exclusive to Facebook fans to keep fans coming back for more.
Questions. Don’t make your posts all about you. Ask your fans if they have any questions about your products and services they’d like answered, ask what they think about an article you post, solicit suggestions for a new product you’re launching
Good news. If your business wins an award, share your good fortune. If a government rebate is approved that will help people save on your products or services, let them know.
Visual media. Photos and videos let your Facebook fans in behind the scenes of your business. Transparency is highly regarded in social media spheres — don’t be afraid to show glimpses into your company’s culture, processes and more.
And remember, building a community of fans on Facebook is a lot like building a client base offline. It takes time. Patience. Consistence, paired with the willingness to change and adapt when when your current strategy isn’t working.
Remember also that social media users see sites like Facebook as an extension of their offline social lives — they want you to add value to that experience, not bombard them with sales tactics.
If you’re just setting up your company’s Facebook fan page, comment to this post with a link to your new page and let us know how it’s going! (And, while you’re at it, drop by the Click Optimize Facebook page to say hello)
Here it is: part 3 of our Facebook marketing series. Last time, I left you hanging, having just set up your company’s Facebook fan page. Today we’ll talk a bit about the reason you finally caved and set up your fan page in the first place: getting found by clients (and prospective clients).
Use what you’ve got
Take advantage of the marketing channels you already have to promote this new one:
Does your company send out an e-mail newsletter? Highlight your new Facebook fan page there.
Have a website (please, please tell me you do – if not, give us a call!)? Add a Facebook icon to the site in a prominent location and link it to your Facebook fan page.
Do clients visit your place of work? Place a “Friend us on Facebook!” sign where people can see it – by the cash register, in the window, at the front desk, etc.
Already running radio and TV ads? Edit your existing ads to mention your new Facebook fan page.
Extras
Think of the points of contact you have with people outside of your company, and use those avenues to promote the new Facebook fan page. Do you use an e-mail signature? Include a link to your Facebook page. If your employees use Facebook, ask them to become fans.
Another way to get found is by optimizing your page to be found by search engines. When writing the description on your Facebook fan page and when posting updates, use words that prospective clients might search on Google when looking for your services. If you work for a Raleigh home builder, remember to post news about Raleigh and new homes – it’s relevant content, plus it may help your page get found. Note: While you want to use keywords sometimes, don’t overdo it. Remember, we’re trying to be social here. Too many keywords look spammy – and no one likes a spammer.
Stay tuned for pt. 4, when we’ll address how to keep those fans now that you have them.
Posted on February 26th, 2010 by Hannah
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