19 Apr 2015 / by Maya Roeland / in BLOG
How to Build a Fan Club on Social Media Channels
Are you looking to attract high-quality and loyal fans to your Social Media pages: Facebook, Instagram, Pinterest etc? Without quality fans, your Social Media Marketing efforts can fizzle out quickly. Discover the ways you can engage loyal fans who’ll love your business, brand, produce and service.
The following steps will help you streamline your Fan Page activity into a success story.
Step 1: Give your page a human touch
The most successful companies are those that step out from behind their logo and let the people behind the brand represent their page. The goal is to communicate with your fans as though you were talking to your friends, and let your personality come through in each post.
One of the ways to do this is to step away from your niche once in a while and show your personal side through entertaining posts and photos. Change things up a bit and share details about your experiences and everyday life.
Have you taken a fun trip recently? Post some pictures of your vacation to let your fans see a different side of you. Or maybe you see something funny while you’re out and about—share it! Snap a photo of it and post it to your wall with a fun caption.
Step 2: Share unique, valuable content
Always make sure that your content educates, entertains and empowers your fans to keep them engaged and coming back for more. The key to a successful content strategy is to consistently create new content and mix up your media often.
For example, some of your fans might respond better to video than text, while others might be drawn to the images in your posts. To make sure you’re attracting the attention of your diverse group of fans, post your content in a variety of ways.
Step 3: Cultivate engagement with two-way dialogue
Imagine this: You haven’t talked to your good friend in a while, so you call her up. When she answers the phone you say, “Hi! How’ve you been?” But before your friend can answer, you hang up the phone. That would be odd, right?
Well, essentially that’s what you are doing each time you post a Social Media update and then instantly move on to a new task before waiting for a few fan responses so you can engage in a conversation.
Let’s look at the sport clubs fun pages as an example. Having researched on how sports and teams can use social media for a while now, the most surprising thing I have noticed has been the lack of fan generated content used by sporting bodies and institutes. The greatest ingredient of sport is the fan element – a collective identity that all share the same fanatical ideology over a game.
The greatest ingredient of social media is that it literally connects people together and transcends the usual barriers of location, status and even language. Yet, many sports teams still seem hesitant to really understand this, and as such, seem to ignore that they have potentially millions of content creators ready to help their club out.
Make sure you never miss an opportunity to thank a fan for reaching out. Replying to your fans’ posts shows them you really do care about what they have to say.
Real success on Social Media happens when you mirror real-life situations. Don’t “post and ditch;” instead, stay around a few minutes to get involved in the conversation. True engagement happens in the “back and forth.”
Step 4: Create clear calls to action
Social Media gives brands the optimal opportunity to create genuine relationships with their prospects and customers. But it’s also a great platform for moving your fans to action.
To do this, start out by posting valuable content, such as interesting articles and videos related to your niche, and accompany this content with simple calls to action such as “click this” or “watch this.” The helpful content will show your fans that you’re an authority and consistently post good stuff.
Also, consider offering discounts and specials or ask your fans to sign up for your newsletter. These are all low-investment calls to action that will help you build trust and affinity over time.
Step 5: Make word-of-mouth advocacy easy
Studies have shown that social media users tend to trust their friends and peers more than they trust brands. It makes sense. If you were looking to try out a new restaurant, would you rather get a recommendation from a friend who just had a great meal or the restaurant that’s promoting its latest special?
Word of mouth matters! To get your fans talking about you, the key is to make it easy to spread the word.
One great way to do this is to create a contest or promotion that rewards fans for spreading the word. By using a platform such as Wildfire, you can track and reward the fans who invite their friends to join your contest.
Step 6: Hire a professional Community Manager
Many organizations set up Twitter handles and Facebook accounts, and then wait for the fans or followers to arrive. But that’s just the beginning for community mangers. It takes a certain kind of professional, with a unique skill set, to successfully run and grow a business’s online community.
Step 7: Monitor, measure, and track
With the rise of social media, your customers are now all social customers. They love to share, chat, post, Like and comment, and when they have something important to say (good, bad or worse), they are quick to share it on their social networks. Their comments run the gamut from the best raves to the worst rants. This is why monitoring is so essential to social media marketing.
In addition to listening to your fans, you should also do a reality check to find out whether all of your social media activities are worth your time and effort. To make sure you’re on track, first you want to set your key performance indicators.
To figure these out, ask these three questions:
- What do I want to achieve?
- What does success look like? What are the indicators of my success?
- How often will I check in to evaluate my progress?
Once you answer these questions, make sure you have surefire methods in place that enable you to consistently track your marketing progress. The tools you choose will largely depend on the level of measuring and tracking your company needs. Most likely you’ll want to use a few different tools to get a clear picture of the overall activity on your page. This is again when a help of a professional marketer will come handy. They have all kinds of special software and computer programs for that.
Applying these seven strategies will help you attract many loyal fans. If you’ve tested any of these strategies already let us know what was the result.
Need advice on building a Fan Page or a Community? The D2D Digital Marketing Agency is here to chat, discuss, and offer support. Connect with us to ask questions and get help in building the most popular Fan Club ever.