It’s quite challenging to attract customers to try your products. It’s even more challenging to gain their trust to be loyal to your brand. These are some of the concerns marketers like you constantly face. What makes it more difficult is the sense of not being “openly welcomed” by your target market. This scenario is highlighted in the case of Facebook fan page.
According to studies, 70% of consumers who visit Facebook at least once a month and are a “fan” of at least one company or brand don’t believe that they have given those companies permission to market to them. 40% of those “fans” also don’t believe marketers are welcome in social networks at all.
What’s the use of having more fans if they don’t believe they are sharing healthy relationship with marketers? With this in mind, it’s obvious that you need to tone down and be flexible enough for you not to turn off your fans. To do this, put yourself in your fans’ shoes and have a deeper understanding of what they feel and how they perceive things. After which, you can formulate strategies for them to welcome you.
Understand Facebook users
People visit social networks to communicate with current friends, catch up with old friends, and otherwise express themselves.
44% of people who are fans of at least one company or brand on Facebook believe that social networks should be used strictly for interpersonal communication. They are not that welcoming to marketers. Being a Facebook fan for them is more of self-identification rather than an invitation. They view it as an expression of personal taste that they can share with friends.
Stop behaving like marketers
You may not like it but the term “marketer” has become derogatory in the minds of most consumers. Consumers don’t trust marketing. Consumers trust people (or brands) that help them and exhibit interests similar to theirs.
Fan base are primarily built by marketers to send people marketing messages which is somewhat similar to other direct-marketing tactics. Consumers don’t like this and are increasingly put off by such offers unless your offers are truly unique.
Promote meaningful brand experience
If you align your interests as a brand with the interests of your consumers you will be able to constitute a meaningful brand experience.
A guide example for this scenario is TripAdvisor’s “More than Footprints” campaign. The said campaign promised to distribute $1 million across five preselected nonprofit organizations according to how members voted.
By figuring out how to energize TripAdvisor’s existing community, the campaign netted TripAdvisor 500,000 new members, measurably improved members’ overall impressions of the brand, and generated extensive press coverage.
Be an attentive listener
You must give your fans enough power for them to tell the story for you. In the same way, you must make yourself aware that negative comments will always be present. Some of these comments can be addressed in a helpful way and some of them are beyond your control.
The trick is, you shouldn’t engage unless you can be helpful. Better yet, you should see to it that when engaging yourself to such matter, it should be like a real-world dialogue and problem-solving. That allows your brand to demonstrate its relational prowess in a public forum—which, in turn, can create raving fans.
Listening helps identify opportunities for improvements to your products or services. Develop a system for capturing those and allow your customer to see that you are listening. If you do this, you are on your way to impressing your fans by handling their issues. You give them additional reasons to act as your advocate.
Direct consumers to other channels for marketing messages
Consumers’ attitudes toward non-permission or “pushy” marketing messages are leaning on the negative side. The opposite is happening when it comes to permission-based messages. Consumers are very receptive to promotions and are reporting using coupons more often. You can transform this into as a tool for your campaign. You should also be aware of how to use the different channels for your marketing messages which would be appealing to your consumers.
Email is the preferred channel (75% of consumers overall) for marketing-related communications. Email is popular even for among teens (64%) and college students (70%).
Consumers have different views about social media compared to what is playing on a marketer’s mind. Be adaptive and flexible to your target audience. The trick is to understand your customers before you make your move. You should learn how to get their trust so that they will not view you as “some random marketer”. Create meaningful brand experience that will catch your consumer’s attention.
In the same manner, you must interact as a participant in the dialogue instead of attempting to control the dialogue through slick messaging. Patience is a virtue. Learn to play the game. Don’t push yourself to your audience. Eventually, they’ll welcome you if you exert more effort in introducing your product to the market. Get Facebook fans and turn your fans on by toning your sales pitch down.