If you’re just starting out with Facebook marketing, then you already know that getting the ball rolling is a pain, RIGHT?
Getting the initial spark requires some strategic hard work at first. If you don’t already have a following on other platforms you can leverage or don’t have money for advertising, then it’ll be even harder. Building a targeted fanbase isn’t an easy thing to do, but what’s even harder is keeping those fans engaged with your brand!
Getting Them Is One Story, Keeping Them Is Another!
Small-business owners today are literally obsessed with numbers, and I’m not talking about real metrics here. I’m talking about vanity metrics that don’t mean anything to a business. Many spend humongous resources on fan acquisition strategies, but not so much on fan engagement.
Unlucky for them, Facebook has decided that if you’re collecting their users like baseball cards so you can brag about them and keep them in a box, then they’ll take them away from you. You may complain about this, but it’s their platform, and they make the rules!
Facebook has raised the bar so high that only businesses who are really willing to do the work to keep their fans engaged get to reap the benefits that this powerful platform offers.
You Need To Keep The “Why” In Mind All The Time!
On this blog, you see me talking a lot about the “WHY”, and you need to see Simon Sinek’s TED talk to learn “WHY”
Got it now?
Every action you take towards your business needs to be for a very good reason.
Why are you building a fanbase on Facebook?
To brag about it!
You’re doing it for social proof?
To feel good about your business!
Or to drive business through effective communication and engagement. Take your pick!
What To Do With Your Fans?
I believe that the key to any successful Facebook marketing campaign is in “Constant Engagement”.
Unlike other social platforms, if you don’t constantly engage your fans and get them to take actions that Facebook consider in their EdgeRank, you’re going to lose them. By actions I mean: get them to like your statuses, comment on them, share them…etc. In order to ensure that, here are some tips:
1- Post Updates More Frequently
I know that there are dozens of studies that each claim they figured it out, but I can tell you that your business is unique and different from all the businesses out there. I encourage you to start with 2 updates per day (some of my clients post 4-5 times per day and their fans like it!). The reason why you post frequently is to reach most of your fans who might live in different time zones or have different habits (some connect to Facebook first thing in the morning while others do it after work).
2- Never Stop Posting
If you think that you can get away from Facebook for a week or 2 and then come back and expect the same engagement rate, then you’ll be surprised of how much you’ve lost.
Unfortunately for many business owners, Facebook isn’t the kind of platform to work hard now and reap the benefits later. It’s the kind of platform to keep working hard if you want to constantly reap the benefits. You stop posting for a while, your fans will interact more with your competition, and before you know it, you’re going to lose them until you open your pocket and spend some money on their “Promoted Posts” to re-acquire your fans. Want to do that?
3- Again “Why” Keep Them Engaged?
Remember, you’re posting great/informative/entertaining content to keep your fans engaged, so Facebook keeps showing your updates to them, so when you have a promotion, they’ll see it and take the appropriate action you want them to take (this is on the technical side). On the human side, you keep posting so you reserve a spot in their minds, you build an affinity with them, they’ll think of you as a market leader who provides value (if you really do), and when you promote, they’ll be more than happy to follow you because they now trust you!
If you want more tactics on growing your Facebook fanbase, Skyrocketing your Facebook engagement or selling through Facebook, here are some posts I have written for that purpose:
Building Your fanbase:
So, how are you engaging your fans?
Image Credit: Baseball Collection