5 Easy Steps Turn Likes Into Results
To be successful with digital marketing business owners and marketers need to approach each “Like” or “Follow” as a beginning rather than an end. Success using Web 2.0 tools should not be measured solely in the number of acquaintances we make. Focus must be on how deeply we engage and keep our business fresh in people’s minds while generating sales. While Web 2.0 is about “enable and facilitate”, growth, and sometimes even business survival depends on the “marketing” aspect of “Social Media Marketing.” Ultimately, marketing leading to sales are the results that matter.
The following can help you turn Facebook Likes into more results; and that more is better.
1. Start with a Compelling Offer
Facebook Offers we detail how to create a compelling “Offer”. Design campaign offers with your customer in mind. Put yourself in their shoes. Read your offer out loud and see if it makes sense. Read it to a friend, spouse, and family member. Get their feedback. Sometimes we can become too familiar with our own work that things make sense to us because we’re subconsciously filling in blanks or interpreting our message. Don’t fall into that trap. I think we’ve all run across offers like that before. You probably tuned them out completely or maybe even stopped following that company figuring if they can’t craft a simple message how can they do anything right.
If your offer is customer centric, makes sense, gives value, easy to redeem / use your customers will respond and tell their friends about it. I created an offer for a client that went viral and 5x times the number of views as the client had “Likes”. This is the exact Offer I use as an example in Facebook Offers.
2. Build and Execute a Campaign Plan
The most successful campaigns aren’t single, one and done posts. They will generally span a few weeks as they build, peek and taper off. Your customers may need to see on offer a few times before they respond. That’s normal. Consider testing a measuring a few variations of your message during the build period. Stick with the message getting the best results.
3. Create a full Campaign and Promotion Plan
Promote your offer across your various channels. Use Facebook, Twitter, Linked In, Fousquare, Google +, email to get your message out. You will need to tailor your message for each platform. Keep the core message consistent. Make sure your customer that might see the promotion on different channels can tell it’s the same promotion, otherwise this may lead to confusion and confusion kills engagement and results.
4. Once Engaged Stay Engaged
Great marketers keep fans engaged once a campaign ends. It’s at this time you are fresh in their minds and they are most likely to respond. Now is the time to start a two way conversation. You’ll have a few days to get feedback more readily than at any other time. Ask questions, gather feedback and engage.
5. Keep Going with a Fresh Campaign
In step 2 we talked about a 2-3 week plan, in step 4 we talk about engaging and feedback. That translates into about a 4 week timeline for each campaign. Take your time to analyze the results, then, start a new campaign. Repeat successful results but not campaigns. Be careful and do not train your customers to come to think of your brand or business as a steady discounter. You want to use campaigns to engage fans and stimulate sales. Vary your campaign. You may not want to train your customers to put off buying from you at full price because you got into a predictable pattern.
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