Are you a social butterfly or a reclusive digital caterpillar?
If you answered the latter, then it’s time to break out of that cocoon!
Social media is more important than ever in today’s digital climate. Customer’s don’t just want to hear about the apparent benefits that a company can offer them in terms of new and exciting products or services – they also want to get to know what’s going on behind the scenes in that brand.
As of the second quarter of 2016, Facebook had around 1.71 billion active monthly users, which is why it’s emerged as one of the most popular options for companies to use in their social media strategies.
Unfortunately, simply running a social media page isn’t always enough to get the results that you want – you also need to make sure that you have what it takes to get ahead of the competition, and make your chosen platform work for you. Hey, no-one ever said that digital marketing wasn’t hard work.
At Traffic for Me we’re all about generating traffic, and we know how valuable a social following can be for that very purpose. A lot of businesses jump into social media endeavors like Facebook advertising without having any kind of real plan in place. While this might seem like the simplest method, it’s also one of the dumbest options.
While passion and excitement can take you a long way in business, in the case of marketing, many companies find that their initial enthusiasm quickly wears off, and they’re left wondering how to improve their number of likes, or how to get more people talking about their page. You don’t want to be a victim of getting too excited too fast, right?
Leads Come First
So where should your focus be in a social media campaign? On the cute pictures your friends shares of her cats, or the recent clickbait articles that are floating around your feed?
The metric that you should be obsessing over if you want to make the most of Facebook marketing is how many leads you’re getting. There are 4.5 billion likes generated daily, but not all those likes lead to sales.
For those that are new to the lingo, a lead could be something as simple as an email address, a customer visiting your physical shop, or someone providing you with more information so that you can approach them for sales in the future. We’ll cover just some of the ways that you can convert those Facebook “likes” into leads that earn you success, and cash.
1. They Need to Like You Before they Love You
No one’s going to fall in love with your brand – unless they like the person behind it first.
At Traffic 4 Me, we give you everything you need to start getting people to fall in love with you through email marketing and brand awareness – but with social media marketing, you’re pretty much on your own. Sure, you can take your traffic with you to social media, but you need to engage them and interact with them there in a positive way.
While Facebook likes aren’t the most important metric to consider when you’re thinking of ways to improve your social media campaign, that doesn’t mean that they don’t have a part to play. Getting your followers to “like” your posts by engaging with them on a level that they can connect to is a great way to start gathering new business.
After all, your customers need to appreciate your company and trust your brand before they’re going to be willing to give you their money. Take plenty of time out to reach out to your customers and interact with them – after all, that’s what social media is all about.
2. Set up Some Competitions
Who doesn’t love free stuff? I do, and all my friends do too! It’s just human nature.
Competitions, sweepstakes, or any other event that gives customers the chance to win something for “free” are still the best ways to generate interest in your company and get your audience to take action. There are even competition applications that you can use that will help you to gather valuable information about your potential customers for the future.
Just remember, as much as you might want to gather data, you’re going to need to keep things simple on any entry forms, as the more questions you ask, the fewer entrants you’re likely to get. Try to create a fine balance between getting to know your audience and scaring them away. No one likes to feel stalked by their favorite brands
3. Use Your Calls to Action
How do you get people to take action – well, by calling them to it, of course.
AdRoll found that adding calls to action to your Facebook page increases click-through rate by around 285%. For those who struggle with math, that’s what’s known in layman’s terms as “a hell of a lot.”
It’s typically a good idea to avoid drowning your Facebook audiences with sales posts, but using the right language to encourage purchases is a good idea. Rather than creating an image that’s brimming with text about your latest and greatest offer, try to use posts that show off how great you are while giving something valuable back to the customer.
For example, pair your call to action with a statistic that’s relevant to your product or service, or a link to a blog post that might be useful for engaged customers.
4. Make the Most of Tabs
Facebook might not be the best solution for social interaction in the world, but it’s definitely one of the most popular. If you want to get the most out of your Facebook experience, then you need to be willing to use all of the resources that are available to you.
The chances are you have some form of lead generation technique built into your website, such as a contact page or a subscription form where people can sign up to receive your monthly newsletter in exchange for a one-time-only discount code. Why not add the same features into your Facebook marketing measures?
Adding tabs to your Facebook page, such as the “Contact us”, “Subscribe”, or “Book Now” tab, can make it easier for you to capture new leads without having to send them off to your website. This is usually far more convenient for Facebook customers who don’t want to have to travel away from a profile page or news feed in order to get more information.
5. Design Brand Ambassadors from Existing Customers
Wanna know who can sell your products even better than you can? It’s your customers.
Your existing customers are likely to be your best salespeople. As with the world of offline word of mouth marketing, Facebook allows people across the web to get together and endorse whatever it is that you do or create.
Make sure that your existing customers remain active on your page, ask them questions, and thank them for their feedback by giving them extra goodies such as voucher codes alongside valuable and unique content that they can share with their friends. The more you appeal to the people who already like your brand or service, the more likely they’ll do most of the work involved with selling your product for you!
Since we’ll be doing the work getting you your traffic, and your customers will be generating sales, you’re pretty much left to do whatever you like with your business. Golf, anyone?
6. Use “Offers”
Recently, Facebook introduced a brand new tool for making lead generation simpler than ever. It’s known as the “Offers” segment. This is a great opportunity for marketers who want to measure their return on investment and generate new leads.
When creating your offer, remember to choose the “online only” option- regardless of whether you’re an online retailer or offline store – this will give you the opportunity to collect more information about your customer when sending them a voucher.
Even if you don’t already have your own website – which let’s face it, is unlikely – you can set up a Facebook custom page to collect information, allowing you to find out who is claiming your offer and giving you everything you need to get the relevant information you want to reach out to new customers or clients.
7. Keep Your Message Short and Sweet
Piles of information and long sales pages aren’t meant for Facebook posts. If you want to succeed on social media, then you need to know when to shut up.
Many companies assume that just because their Facebook messages aren’t restricted by a character limit – like they are on Twitter – they can make their posts as long and detailed as they like. Unfortunately, the truth is that your social media following is full of with people who have busy lives – which means that they don’t log onto their Facebook account to read paragraphs of dry information.
You’re far more likely to grab attention if you can limit your message to between 100 and 250 characters.
8. Stand Out, but Stay Relevant
Today, Facebook is full of businesses that are constantly competing for the attention of your ideal followers. In other words, it’s a pretty crowded place to be.
If you want to get ahead of the competition, then you need to find a way to stand out from the crowd and prove that you’re different (in a good way). Look into what your competitors are doing and add your own twist to become bigger, and better. At the same time, remember to grab some relevant topics from what’s trending in your industry.
While posting random pieces of news that have nothing to do with your company is a bad idea, there’s nothing wrong with connecting your interests to popular topics on Facebook to help grab the attention of your target audience. Find a way to talk about your company while becoming a part of a popular conversation and you might find that you’re rewarded by a host of new conversions, or even just general interest.
It’s Time to Get a Social Life
As terrifying as social media might seem to be for the uninitiated, it’s here to stay. Sure, email marketing campaigns still do far more for traffic than your average post on Twitter or Facebook, but that doesn’t mean you can’t boost your efforts by getting involved from numerous different angles at once. You can always buy traffic from Traffic 4 Me while focusing hard on your email game AND run a vibrant social campaign too – in fact, most experts recommend it.
Email and social media can go hand in hand from email links that encourage your customers to share what they’ve bought with friends to batch and blast campaigns that can be eradicated and reformed with the data you learn from social media!
Harris Fellman has been involved in online sales & marketing since before the web existed. He began his online sales journey at pioneers Galacticomm, iBill, and MSN in the 1990's. He then went on to own a successful multi-million dollar Email Marketing company from 1999 to 2005 before embarking on creating numerous products and services that teach and help other online entrepreneurs to succeed. Harris has a passion for comedy, travel, and inspiring others to live life to the fullest. Harris, along with his wife, Andrea, and two children currently live in beautiful Barcelona. (Andrea is a powerhouse social media maven in her own right, by the way.) Harris Fellman's life mission is to "Make You Richer" - not only in income, but also in life.