SOCIAL MEDIA ENGAGEMENT PART ONEMarketing, 02/11/15
IN THIS VIDEO:
0.46 Engagement + Social Media
1.45 What does Social Conversion look like?
9.09 How to Nurture Fans on Social Media
Hey, guys. It’s Hayley from Small Business Performance Coaching.
In this two-part blog series, I’m doing an overview of social media engagement. It all ties into everything we talk about in our day-to-day coaching with social media.
We’ve had a few questions about engagement. I guess it can be seen as, oh, it’s just another buzz word, people just talking about they need engagement, they need engagement. But it’s not. This is what social media is all about, so let’s chat about social media and engagement.
I found this stat, and it’s basically saying that by next year, 50% of businesses will rely on social media as their primary tool to reach new customers. Guys, you can’t put off using social media any longer. You’re probably crazy if you have been. I know most people are on at least Facebook, but there’s so much happening now, and you don’t want to be left behind, so let’s jump on the social media bandwagon.
Social media marketing, if it’s done right, it’s is a complex process; I’m not going to lie. It’s one that takes time, and it can lead to really amazing results and huge returns on investment for all different businesses, for all different sizes, if you do it right, obviously.
Let’s talk about what a social media conversion actually looks like. This is talking about how consumers buy, how they purchase things. Most of this you probably already know, but we’ll go through it anyway because although it’s basic consumer buying patterns, it has everything to do with social media, as well.
Obviously, your first stage is consider: this may be the first interaction a social media user has with your brand. For example, a Facebook post you shared somewhere, they’ve seen. It’s also the stage where you can begin to build a relationship with them.
Your first goal during this stage is to get a new fan. Demonstrating empathy early on is really important as somebody learns more about your brand and learns more about who you are. In this journey, you’ll continue to nurture them with more posts. If you nail it, they’ll move to the next stage.
As always, with everything that you post, we always say to be you. Be sure to have fun, be insightful, and give them something to action in your post. That can be as simple as asking an open-ended question at the end, so they actually engage with your post. When people are engaging with your post, you’re getting that free, sharable content.
The next stage we go through is when they evaluate. This is when your fan checks out your product or your service for the first time. At this stage, you’ve established enough credibility and interest with them from whatever post they’ve seen. That awesome content that you’re sharing is working. They’ve seen you. They’ve maybe interacted, maybe not, but they’ve seen you, so that content that you’re creating is working.
You need to remember, though, that the timing is everything. It’s really important that you really optimize your calls to action on your website and on your pages, and you drive your fans. Obviously, you might not be driving them to your website, but you’re driving them to where you want them to be.
Timing is important. If every other post you share is an ask, if you’re always asking people to do something, then you’ll turn them off really quick. They will feel like, “Oh, they just want me to buy something straightaway,” or “They want me to use their discount code.”
You need to remember there’s a lot more going on in the fan’s head than you know. Remember that users are on Facebook to connect with people and with brands they love, at the end of the day, and maybe do a little bit of stalking, but whatever.
It’s that “push and pull effect.” People are going to be on your page or your Instagram and looking at your website or your product or your service that you’re offering and going, “Will this make my life easier? Do they actually understand what I want? Do they understand my problem? Does this solve it? Am I satisfied that this product or this service will be better than what I’m currently using now, what I’m currently doing?” That push and pull is to move a buying decision forward.
At the end of the day, habit is a hard one to crack. We’re all creatures of habit. This often comes into play a lot more than you think. It can be something as simple as when you get a free upgrade on something, you’re like, “Oh.” When the new iPhone software comes out, you’re like, “I don’t know if I want the new iPhone software because I like it the way it is now.” My dad – for one – will not update the software. He has the original software from the iPhone 3, or something like. He can’t even download half the apps because he’s too scared of change.
You need to remember that with all sorts of people, this is what goes through their mind. You have to be allowing for that time to actually convince them. If you haven’t done a good job initially building that rapport and proving that empathy, then you’re really going to struggle.
Remember in this day and age how easy it is for them to get a second or third opinion, literally by just clicking onto another link in the same window that they’re on with you. They’re so easy to lose, so once you have them, you really need to nurture and nail it, basically.
Then, hopefully, if all goes well, they buy. Obviously, that’s a big pay off when your fan finally becomes a customer. After all, that’s the ultimate goal you’re striving for with all of your marketing.
Probably the most important part is that it doesn’t end there. Your user will then go and evaluate and then consider the stages again. This conversion usually happens off social media onto your website if you have those social commerce capabilities set up.
I will see something on Instagram, and I was like, “Oh, yes. I’ve seen that brand before.” I’ll look at it, and then I’ll keep scrolling, I’ll go look at other stuff, and then I might go back to it a day later, or I’ll take a screenshot of it and save it in my photos and completely forget.
Then I’ll be scrolling through my photos two weeks later and see the photo, and be like, “Oh, yes. I still actually really like those shoes.” I’ll go back, and instead of going to the social media page or the Instagram page, I’ll go to the website and actually investigate the product further and have a look at how much they actually are. Do I like the website? Are there any reviews or something like that?
You need to remember building that rapport and remembering those life cycles that people are going through normally when they’re buying something, but then on social media, it’s, again, another tricky level but quite easy when you break it down and think about it in the sense of what you do in your day-to-day. We’re all on social media. What do you like seeing, and how do you shop on social media?
Off that, post conversion is really important, as well. It’s here at this stage that your goal is to continue to lead your customer through the messaging. You really want to gather that customer input. They’ve bought something from you, but you want them to buy from you again, obviously.
It’s really good to build that relationship and keep it. You want the buying experience to be good. You want them to be an advocate for your brand. You want them to repost whatever it is – their first session if it’s at a gym or if it’s a pair of shoes that they repost, “I’m wearing it.” That’s free advertising and free marketing for you. Then obviously, you want them to consider you again when they’re going through a similar purchase decision, and in an ideal world, buy again.
That then leads us into how to nurture fans on social media. You should focus your messaging on social media to each stage of that social journey that we’ve just gone through. Be really conscious of that when you’re writing up your posts for Facebook or Instagram or your Twitter posts, whatever you’re writing it for. Keep that journey in mind when you write it.
You might be hitting somebody for the first time or they might be a repeat customer, so think about how you word your copy, and have that in the back of your mind. I know it is really easy to talk about yourself, but don’t. Don’t talk about yourself so much that people are just like, “All right. I’m so sick of this brand. All they do is talk about themselves.”
Everybody wants to feel important and wants to feel like they’re needed and they’re loved, so make your post reflect that you need them and you want their love and attention – not the other way around, because it doesn’t work.
You can break it down into four easy dot points:
One would be to monitor. Obviously, keep a close eye on your brand mentions or any trends that are happening in your niche or your industry, any insights that you might need. Then that spans into how you respond to stuff, as well.
Handling inquiries from fans and customers is really critical. Negative feedback is often harder to deal with than positive feedback. It’s really important, if you can, to have someone on your team dedicated to this, and that they act fast. You need to really respond to these within a couple of hours. If you’re dealing with customers from all over the world, obviously, there’s going to be time zone issues and stuff, but you want to respond within 24 hours.
People base 70% of buying decisions on how they feel they’re treated, so give someone epic customer service. This is, again, everything we talk about with our gyms and stuff.
People always say, “Oh, a gym is opening across the road from me. I’m worried. I’m scared how this is going to affect my business.” But at the end of the day, if you’re treating your customers and your clients top notch and they’re getting the best service, they’re not going to want to go anywhere. You need to always be treating people to the best of your ability at all times. That now moves into amplifying.
You need to share the positive stories from customers. Showcase their testimonials or any case studies. In the gym world, that’s before-and-afters, losing five kilos, whatever that may be. In the social media world, you invite fans and customers to share their experience on social media that they’ve had with your brand or your service. This leads to that really strong brand affinity and advocacy that we see later on in their social journey.
The fourth stage is lead. This is where your messaging strategy really kicks in, guys, in a really big way. Use your social posting strategy to achieve the desired outcome for each stage. You want to use a wide mix of content. Organize it to the different stages of this social journey that we’ve been talking about.
Consider: you’re seeking awareness. You want new fans, and, of course, you want them engaging. You want likes. You want comments. You want shares. You want clicks.
You need to be posting strong visual content. There are all the super cool quotes and the amazing perfect photos. It’s funny videos or memes, stuff that fans can relate to and they’ll tag their friend in it because it’s funny and because it reminds them of one of their friends or something like that.
Mixing it up with status and text posts, and again, like I mentioned earlier, asking questions in these posts really increases your interaction. Even sharing insightful and interesting facts. Come on. Everyone loves a fun fact at the end of the day.
Ensure you’re solving some real-world problems or giving some actionable advice occasionally. You can see a lot of rubbish stuff on your newsfeed, so it’s actually sometimes refreshing to see stuff that you actually care about or is actually sharable and not stupid.
Then evaluate. You want to build on the previous interactions that you’ve had and really establish that rapport. The easiest way to do this is to continue to keep sharing cool content. Elevate your visual content with more in-depth stuff.
Infographics: everybody loves the infographic, and they’re so easy to make these days. You don’t need to pay a big-time graphic designer to do it. You can even do them yourself. It’s super easy.
You can do a short video of video content – so easy to create. If you’ve watched any of my blogs, I’m a huge now converted fan of Blab and Periscope. They’re fun. They’re different. They’re so easy. Do some different cool stuff to build that rapport.
Your status updates and your text posts should focus more on industry-related facts that probably doesn’t need imagery and quick, actionable advice and questions related to problems that your fans can relate to. This comes down to what industry you’re working in, and what you’re doing. If it’s gym related stuff, a lot of it will be nutrition based and all of the fun stuff.
With buy, obviously – I said this earlier – timing is everything. Put yourself in the shoes of your potential client or prospect. Make sure that the call to action is really clear, guys. Headlines that are addressing a specific problem always resonate well. Focus on that struggling moment.
Don’t hype your product or ramble on about benefits. No one cares, at the end of the day, whether your gym has hair straighteners in it or has towels, whatever. Take a few moments to actually answer the common questions. What are those pain points that people are struggling with, and why do they need your product?
Guys, that is the end of part one of the engagement blog, all things social media. In the next blog, we talk more about what engagement actually is and why you need engagement over 20 million or trillion page likes. If you have any questions, just comment below, but if you are ready to jump straight on in to the next blog post, then jump on over.
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