How-to: Engagement Marketing on Facebook

To succeed in social media you must engage your fans and build relationships that go deeper than a transaction.  Facebook gives you a chance to humanize your brand and makes it easy to educate and entertain your customers.  If done correctly, your fans will become your advocates spreading not only awareness, but endorsement as well.  This is called  Engagement marketing and it is one of the most powerful ways to build interest and brand loyalty in your products.  Think about it, how much more likely are you to see a movie a friend recommended rather than one that is just advertised on TV? So how do you fuel engagement marketing? The best way to learn is from others who have already done it, in this case, that would be Niche Modern, a company that specializes in modern lighting fixtures and lamps.

Niche Modern recognized the chance to connect with fans and replicate their in person customer service skills by engaging fans on their wall and building a vibrant community of loyal supporters.  Of course it’s easy to engage with fans when they’re stroking your ego but what about customers who are disgruntled? Niche Modern responds by empathizing with them and then doing whatever they can to resolve the issue and then leaving the post on the wall.  This shows the community that they care about their customers experience and will do everything in their power to rectify any grievances.

How do you post engaging content? There is no magic bullet to produce engaging or viral content, if there was, everyone would be doing it.  That said here are some tips: pictures and videos generally work better than just words, ask questions that encourage your fans to respond, post exclusive offers and understand your fans with Facebook Insights.  With your posts be succinct, 100-250 characters is a good rule of thumb.  Post at least twice a week, creating a content calendar will help.If you’re just posting to your wall less than 16% of your fans are going to see the post but with page post ads that number can shoot to 70-80% of your fans and can be done on a shoestring budget.

Use ads to find fans.  Entice them by showing them value and targeting the people that are most likely to be interested instead of just blasting your message across Facebook to everybody.  A combination of Facebook ads and Sponsored Stories as well as Page Post ads, to keep your current fans engaged, will be the most beneficial strategy for attracting fans and keeping them coming back.  The ads may find the people but it’s the social component that will clinch the like.

 

You don’t need to be some conglomerate or multinational corporation to excel at engagement marketing;  anybody can do it.  A vivacious Facebook community offers a variety of tangible benefits: people are 51% more likely to buy a product after liking them on Facebook, fans report visiting and purchasing an average of 2x more than non-fans, more in-store traffic can be generated with exclusive Facebook coupons, you will have a new feedback channel to poll customers, you will have increased participation in promotions. Ultimately engagement marketing boils down to four steps: build a Facebook page, connect to fans with ads, engage fans with quality content, and influence the friends of your fans.  Although the ROI may be difficult to quantify, if done correctly the end result will pay off in spades for a long time to come.

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