Category Archives: social media followers

10 Offline & Online Tips to Build Your Social Media Following

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counter with numbers that business owners set as goal to grow social media followingIt’s one of the frustrations we hear from businesses new to social media: “Where do I get started? How do I get people to follow my page?”  Interestingly, we hear the same from social media veterans with the goal of trying to grow their social media following.  Here’s our answer to their common social media marketing question (only longer and more in-depth).

Have a plan.

Don’t just tackle social media without a plan.  We’ve given you step-by-step directions on how to draft an online marketing plan in our recent post; for social media, make sure you have a set plan that follows your sales cycle (i.e. what events or products you sell at different times of the year) without bashing your followers over the head with “buy, buy, buy!”  posts.  Instead, ask yourself, what’s going on in my followers lives?  What do they want to know?  What do they want to see in their feed?  From there, draft a customer-centric plan that follows your sales cycle and gives your followers what they want.

Make sure you’re on the right social media site(s).

Don’t think you have to be on every social media site to get results.  Target your efforts at social media sites where your customers are based on their demographics (or what they tell you!).

Make your social media marketing a team effort

If you are a real estate firm, ask your employees to follow your page and share information with their friends. That doesn’t mean they need to share everything, but, as powerful advocates, they can share posts they feel are relevant and expose your business posts to a new audience.

If you (and your managers and employees) don’t have time for social media (you know what we’re talking about you only post every once in awhile or when you have time), consider outsourcing your efforts to experts that keep up with the latest practices and information.  To get best results, schedule regular contacts with your marketing firm so they have insight about your business and customers.

Give your followers a reason to follow you.

The proverbial social media love is not given, it is earned.  Give your followers a reason to want you in their feed with the inside scoop (pictures of workers, problems, and finished products), information, and entertainment (if appropriate).  On occasion, you can add a social media contest to the mix, but make sure you give your followers a reason to share the contest—and your new followers a reason to keep caring about your profiles even after the winner is announced. (More social media contest tips here.)

In addition to posting relevant information, make sure your two-way social media conversations are not one-sided; respond promptly (within 1-2 hours) to all messages, reviews, and comments so your customers know you care about them.  Don’t leave them hanging.  If you do get a negative comment (one of the risks of social media), use these tips to respond to an angry customer.  For comments that require customer service, invite them to send you a private message so you can resolve their issue.

Invite people at the counter, in sales meetings and when you provide customer service.

We know, in the digital world we live in, it seems counter-intuitive that spreading the word via mouth is still one of the best ways to draw people to your social media sites. It’s also one of the easiest. A simple, “Don’t forget to check our Facebook page for discounts” when you check out a customer or ending a client meeting with “We’d really appreciate it if you’d check out our social media sites for more information” is a personal invitation. In today’s world, many of your customers and clients can find the site right there—and continue the connection that you initiated in person.

Integrate your social media and blog into your marketing materials.

Producing a brochure? Add your Twitter profile address. Sending out a direct mail piece? Don’t forget to add a QR code they can scan with their smart phone that takes them straight to your Facebook page.

Use hashtags.

This tip comes with a caveat: make sure that you use hashtags appropriately and on the social media sites where they should be used.  Don’t use too many; usually, 3 to 5 hashtags can be used on Twitter and Instagram to get results.  Too many hashtags can actually sabotage your results and—if used on a social media site where hashtags usually aren’t—make you look like you don’t know what you’re doing.

Here’s how to use them right: scout out other users and see how they use hashtags successfully.  Research hashtags before you use them instead of just blindly jumping on the bandwagon.  Don’t try to use a hashtag to promote your product if the hashtag is related to a tragic event.  This tactic can backfire and cause your business to be seen as insensitive.  Feeling like you’re over your head? Hire experts who know the ins and outs of hashtags on social media.

Connect your social media pages to your website.

If a customer is on the verge about buying your product, the “tipping point” that influences their buying decision may be a discount or promotion. But how will they know about it? Add links to your social media sites to your website. Today’s consumers not only research your website, but your social media sites as well—and you need to make it easy for them.

Add the social media addresses to your email signature.

This is one of the simplest—and most overlooked—way to spread the word about your social media sites. You send emails to your customers with quotes, product information and customer service inquiries. Why wouldn’t you want to continue to connect with them after they’ve read your email?

Don’t give up.

Social media is not a sprint, it’s a marathon.  Set your expectations accordingly.  No matter the results (or lack thereof), don’t abandon your social media efforts.  To the contrary, use the two R’s of social media marketing to grow your follower base: relevancy and regular posts (so they don’t forget about you).  Then, test out different ways to connect with them—and you’ll see your followers start to grow.

The Secret(s) to Social Media Engagement

social media thumb up with icons of likes and engagementsYour company social media pages are used by your customers for all different kinds of purposes: for information (content marketing anyone?), entertainment, research, discount shopping. Whatever purpose, once your customer or potential customer has “used” your social media page, they’ve moved on.

Or maybe they haven’t.

For sure, many of your customers do move on. But there’s an opportunity—a missed opportunity in many cases—to get their attention on social media, and take a potential customer to a loyal and engaged customer. How can you tell who they are? Here are the classic signs of an engaged customer:

  1. They respond by liking , favoriting, or commenting on your posts.
  2. They leave online reviews.
  3. They refer your services.
  4. They share your posts (the ultimate engagement).

Gaining engaged customers isn’t a simple, one-size-fits-all formula (if only it was), but it is under your control. If you have employees, you should make them aware that it’s under their control too.

Engagement isn’t just built on social media.

Your engaged social media customers are not just cultivated exclusively through social media interactions. Obviously, it helps, but engaged customers are also loyal customers because of your in-person, phone, and email conversations.

Provide excellent customer service.

We’ve wrote about this before in our recent post about the rules of excellent online customer service. Treat every encounter like it’s a first date. Respond to your customers promptly during business hours, and deliver the same service you provide to customers that walk in or call you on the phone.

Give them value.

Once someone has liked or followed you, what are you doing to keep their attention? Are you giving them information that’s entertaining, can answer their questions, and that they want to share with their friends? This is a two part strategy: provide relevant content and media (i.e. photos, graphics, video, etc.), which statistics show can get you significantly more engagement. Know what your customers want, and deliver.

Find your voice.

What sets your social media page apart from your competitors? Being sweet and cuddly in person doesn’t count online; find your unique voice and use it in all your marketing materials.

Make them want more.

Social media marketing is not a sprint; it’s a marathon. Provide regular, relevant information for optimal social media results—or hire a company that can.