Social media marketing requires a change in the way you think advertising works. In a very short time, social media has overtaken just about every activity that we do online and has become a huge asset for businesses looking to capitalize on the exploding usage. One of the biggest mistakes that business owners make when jumping into the social media pond is that they focus on the quantity of fans, as opposed to the quality of fans.
So, how can you find better Facebook fans?
When finding the right TV shows or radio programs to advertise on, it’s all about ratings. Which shows get the MOST people watching them so that you have the BEST chance to be seen? This net casting approach usually works for more traditional mediums, but could it be the opposite for social media?
In 2011, the average business had 600 hundred fans on Facebook. That number included giants like Target and Wal-Mart with millions of fans, right alongside your local merchant who only had 95 fans. Does more fans = success? More importantly, does more fans = more sales?
Recently, I saw an article where a business owner was being interviewed. He was super excited about having lots of fans for his business Facebook page. When he was asked if those fans lived in the area, he replied that only about 20% of them did. When asked if those fans were targeted prospects or random people living in the area, his response was, “I don’t know”. Like many businesses, this owner was too concerned with how many fans he had instead of being concerned about the quality of fans he has.
Having more fans on Facebook will not get more customers buying your goods and services. For instance, I could be a fan of a knitting store’s page, but I don’t knit and I don’t think I will probably ever knit. I am probably only a fan because I tend to like lots of pages or maybe they just happened to have some contest that my friend was entering and I had to like them for her to get entered. Am I a quality fan for this page? Would I be someone that will buy anything, ever, from this business? It doesn’t take a genius to say, “No!”
Let’s say the knitting store has 400 fans but only 20% of them actually have an interest in knitting. That means 320 of us are not ideal fans. So although a business having 400 fans may seem more impressive than a business with only, say, 97 fans, less might be more in this instance.
Think about it: Let’s say all 97 of those fans are true knitting customers, true brand advocates and the goal of the social media campaign is to generate awareness about their store. With a consistent message, those 97 fans will be more likely to shop there for their knitting supplies and will, more than likely, refer the knitting page to their other friends who like to knit. These 97 fans will offer a much bigger ROI than 400 so-so prospects.
See? Less is more.
So here are 3 steps to build better, more qualified fans for you social media marketing.
- Create An Offer – But not just any offer. Create one that people who buy or people who could potentially buy your goods and services will enjoy and want to use. Everyone loves a deal! Maybe it’s a free widget from the widget store page if you get more friends to also like their page. Or, maybe it is a free spool of specialty yarn if you like something on that yarn store’s page. I probably wouldn’t do that. What am I going to do with specialty yarn? But the knitting page fans would probably be stoked.
- Use Facebook Ads – Advertising on Facebook is easy and offers some extremely targeted capabilities that makes finding the right fans for your page even easier. If your target audience is women in a 10 mile radius from Midland, TX who are over the age of 35 who like working out & Dr. Pepper, you can specifically target them with Facebook ads. If your ad is only being shown to them, you have a better chance of making them a fan. Then, you can win them over with your great content and information.
- Cross-Promote with other forms of advertising – Social media will make your marketing stronger. Think of social media as the icing on the cake. It can be good by itself but will be so much better as part of a cake…er, comprehensive marketing plan. So tag your TV and radio commercial with “Like us on Facebook”, make sure your collateral pieces reflect your social media marketing efforts by adding links or icons to business cards, brochures, email signatures, websites, etc. and don’t forget to make sure every person who walks into your business knows about your pages – whether it’s with huge posters as they walk in, more subtle tactics like a link on the receipt or just a simple, “Thanks for coming. Check out our Facebook page for more offers and fan giveaways.”
Not sure how to make all of this happen? We can help! SDB Creative Group offers social media solutions for businesses of all sizes. Whether you’re looking for training and consultation in order to manage and maintain a social presence on your own or whether you’re looking for complete, managed programs, we have something for everyone.
Written by Dedee Boring, VP, SDB Creative Group
For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.
SDB Creative Group. Focused on your success. Empowering your future.
Connect with us here: