The Value of Building and Leveraging Your Facebook Fans; AKA ENGAGEMENT
Building your Facebook fans and/or Twitter followers is important. Often times, people look at how many fans or followers you have and correlate it to how many customers you have. It offers a sense of validation to both customers and prospects. Additionally, these groups of people who like and follow you offer you an audience who have chosen to hear from you; it has changed their relationship with your business.
You no longer have to use interruption marketing to reach a crowd. Instead, you now have something called permission marketing. These people have given your business permission to put any information you want in front of them, anywhere and anytime; you live at your customer’s fingertips.
It is now your job to get the right information in front of them at the right time.
Jeff Rohrs talks about your audience in Audience: Marketing In the Age of Subscribers, Fans, and Followers. Rohrs breaks down the audience into three crowds: seekers, amplifiers, and joiners. Each of these groups serves a purpose. They each contribute to your base, and you must leverage each and every one of them.
- SEEKERS: Want information, they search the web for it.
- AMPLIFIERS: Share your content with their audience. They help you gain attention from a new crowd.
- JOINERS: Your customers; your buyers. You can consider them your super fans. They like, share, and subscribe to receive your information.
Now that you know your audience, it is important to know how to leverage them.
The one-word answer to leverage your audience? ENGAGEMENT. Below are some of the most proven ways we have found to engage your audience on social platforms.
1) Balance your content
Some content should be industry related, some should be helpful outside of your industry, and some should be fun. Additionally, with this variance of posting topics, you should also vary how you deliver it. You should include links, pictures, videos, and polls with your posts. This practice will help your posts and channels be less mundane. Posts that are focused solely on what you do is boring to your audience.
2) Create attention-grabbing headlines
If you are posting a blog about industry trends, you may consider posting a snippet of information that will pique the interest of your audience. This snippet should be interesting and cause them to click through to your blog post on your website in order to see more.
For example: “You want to leverage your social audience? We’ll show you how. #2 is our favorite” (LINK TO BLOG)
3) Share timely content about your area
If you are a restaurant or retail establishment, you may want to consider sharing information and events happening in the area you are in. Doing so will help you gain more local fans.
4) Ask your audience questions
Face it, your customer cares about one thing: themselves. If you ask your audience a question, it makes your customer feel like you want to hear from them.
“If I could have one thing in the world, it would be __________”
“If you could go to Disney World with one celebrity, you would choose ________”
You can also ask these questions in order to develop a better understanding of what your audience wants. For example, if you are a restaurant, you can ask the following:
“What types of food are your favorite to eat?”
“What is your favorite thing to do in (INSERT LOCATION HERE)”
“If you could eat one dessert, it would be ______”