While we feel that it’s important to have some kind of presence in every social network for the purpose of piggybacking on websites with good rank and visibility, it’s recommended to focus on only a couple social networks where your target audience participates. Unfortunately, companies are not focusing so much on gaining following this way and instead, are much all over the place, but this can definitely be turned around.
Get Repeat Business
Instead of looking at social networks as a tool for new customer acquisition, more focus should be put on retaining business. Data has proven that a new Facebook fan is likely to become a new customer, however, if an existing customer becomes a fan, their repeat purchase behavior and lifetime value to your brand doubles.
(Source: Syncapse) found that fans spend approximately $116 more per year than non-fans in their respective categories. The clothing-fashion category had the biggest difference with fans reporting that they spend approximately $257 more per year than non-fans. Instead of focusing on bringing in new customers, focus on the large number of existing customers you have and make them more valuable.
Focus on fostering stronger existing customer relationships and loyalty, which will retain long term business and loyalty.
You Don’t Need to be Everywhere
While we feel that it’s important to have some kind of presence in every social network for the purpose of piggybacking on websites with good rank and visibility, it’s recommended to focus on only a couple social networks where your target audience participates.
Many brands try to be on every single social network that exists. Even if the demographic stats don’t support it, they have to be there. What’s important is focusing on building better relationships and truly understanding where their most powerful customers are participating. Quality effectiveness starts there.
Focus on Quality Leads
As with not needing to be on every social network, focus should be put on finding and segmenting your fans and target market and not on just generalizing. Focusing on communicating and campaigning with your highest lifetime value customers will build stronger connections and deliver stronger results
Make Your Business Social in Nature
Make social networking part of your business and incorporate it into business as if it were part of the natural buying process. Encourage sharing on social networks for future discounts or to enter into contests. This technique is often see in smaller brands, though large brands should also be doing the same.
Less Advertising, More Human Connection
People often don’t like seeing advertising, however many brands often overlook this. Mention a problem and offer a solution, not so much product focused but that you are genuinely there to help the customer. Making your posts more human and getting followers to relate builds trust, engages, and often helps in conversion.
Think Like a Customer
If you were the customer, would you like to see what you just posted, or would it turn you away? In being a successful marketer, you must think like the consumer and put yourself through the ringer. Criticize yourself and ask what’s in it for me? Customers want to feel special, often times feel entitled and want incentives. Offer specials, VIP access, exclusive content and discounts, etc.
Dont’ Buy Likes
Buying likes can ruin your reach on your social media account. Always better to collect followers the legit way, through your website, fans sharing your page, etc. Rather than spending money on buying fans, invest in ways to engage with potential fans, like a promotion “Follow us and get a discount!”.
Target Your Fans
If you have the analytics available to you, use it to your advantage and spend money where it’s guaranteed. Fans will share and spread your brand soon enough where you will be able to repeat the exact technique. At the end of the day, treat your fans the way you want to be treated. Respond to the ones that react and encourage them to share their experiences. Word of mouth will drive more fans, ultimately driving more sales.
Reference/Source: The Next Web
Related: Instagram Marketing Strategies