We all know as marketers that there is far more to a successful social media campaign then simply garnering an impressive number of fans “liking” your page. But there is still something to be said about utilizing your “Like” strategy to help establish long-term customer relationships. Here we present three best practices to keep your Facebook strategy on track.
Stay True to Your Brand
Yes. A nifty giveaway or an amazing one-time discount is a great way to entice customers to like you, but if that “Like” is all about the discount, then don’t expect them to stick around. According to a study by ExactTarget and CoTweet, 26 percent of Facebook users said they only liked a company to take advantage of a one-time offer. Instead, pick something that represents your brand positioning and will resonate with your target audience. For instance, if you’re a high-end women’s shoe retailer, offer a sneak peak at the next season’s fashions. This type of offer might garner fewer “likes” but they are more likely to appeal to your true target customer.
Give Them Something Special
In exchange for their “like”, offer customers something that they can’t find elsewhere on the web. That same shoe retailer might offer an interview with a famous designer or a backstage video taken during fashion week. Content is king on social media and consumers’ appetite for it is voracious. When you satisfy that need with something new and compelling, they are more likely to stay engaged with you as a brand. Heinz Ketchup recently launched a new product, but didn’t launch it in stores. instead only their Facebook fans get to give the new squeeze a try. Talk about feeling special.
Think Beyond the Like
So you got that customer to hit the “Like” button in the first place. Congratulations. Now it’s important to think beyond that short-term “Like” campaign. Maintain your momentum with a steady stream of engaging content. Keep in mind that 38 percent of people who “unliked” a brand said they did so because the content became repetitive or boring over time. Some rules for good posts:
- Posts made by retailers between 8pm and 7am receive 20% more user engagement, according to BuddyMedia
- Posting one to two times a day produces a 40% higher user engagement
- Keep posts short and sweet and you’re more likely to see higher engagement than if you go on ad nauseum.
- Encourage customers to share. According to eMarketer, the number of people creating user-generated content online will rise to 114.5 million in 2013. The bottom line: people like to share. Whether it’s a photo of their new living room furniture, their grandma’s chocolate cake recipe or photos from their Black Friday shopping spree, customers like to share, so encourage them to share their experiences with your brand.