Author: Eric Taylor
If someone asked you a simple question about marketing on Facebook, would you be able to answer correctly? Okay, let’s see. On a scale of one to ten, how important is it to build relationships with your fans?
If you answered anything in the lower region, then perhaps marketing via Facebook isn’t for you. There are many other types of advertising campaigns that may suit you better. But for Facebook specifically, catering to the fan and engaging with your audience is paramount.
Fans come and go in an instant. It takes incredibly limited effort for a person viewing your page or your material to give it a thumbs up and to technically become one of your fans. But subscribing to your page and returning to view your material and actually engaging with your brand is what a real fan does, and this takes a lot of time and effort on your part to make happen. You have to build the relationships. They won’t simply just happen.
7 Ways to Build Facebook Relationships
1: Centralize Your Data
This is a tip that’s very pertinent to Facebook but it’s also important for brands using social media in general. You want to centralize your data in order to properly keep track of all your fans, your signups, your leads, and other members of your base. You have to maintain this information and enable easy access to it. You’ll have to monitor fan activities consistently in a campaign, and having sporadic bits of data strewn about is an easy way to fail.
2: Focus on Quality Engagements
Part of marketing on Facebook is directing your fans to certain actions. These are engagements, and prioritizing your engagements, as in which actions are more important to take, is how you will help to drive real relationships while allowing unimportant fans to evaporate. Focus on your most important actions and drive your fans in that direction.
3: Always Add Value
What’s in it for your fan to take an action you’re suggesting? If a fan has to click here, signup there, and visit location X, there has to be something in it for them. Why else would a person waste their time with your brand? They could just as soon go play Angry Birds. So add the value for your fans. Give them something worth acting for.
4: Categorize Your Fans
Launching the best Facebook ads you possibly can will help to narrow down your fans, as in the ones more serious, but you still need more to categorize fans in order of importance. It might sound harsh, but you can’t spend time fostering relationships with fans that aren’t really interested in your brand.
5: Create a Loyalty Plan
Offering some type of rewards system is one of the final steps in transforming the average fan into a loyal member of your base. This subsequently gives you a fan worth investing the time in to build a relationship. Whether you’re offering points, coupons, free products, or some other goodies, create a loyalty plan to benefit the serious fans you have.
6: Push the Value
Once you have a loyalty plan created, you need to push the value of it. Say, for example, that you’re offering different points per action taken. What are these points going to earn for your base? Push the value of your particular loyalty program if you want more people to find out about it.
7: Track Your Results
What you’re investing in order to build these relationships has to pay off with a higher ROI. So focus beyond what you’re making overall and narrow things down to find out the specific correlation between the fans you’re targeting and the money you’re making—or even the overall impact you’re having—with your specific Facebook campaign. Your loyalty program and your relationship-building tactics might be paying off, but it might also be costing you too much. Stay on top of the numbers.
From first attracting your initial fans to ultimately categorizing them and focusing on the ones more likely to become customers, it’s all about the value you’re adding and the lengths you’re willing to go to in order to build relationships.
Eric Taylor is a social media enthusiast who loves to share his insights regarding facebook and social media marketing. He works as a freelance writer and business developer for Qwaya, a Facebook ad manager tool. The site also provides high quality information and up-to-date news about social media trends and strategies.