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July 8, 2014 at 12:26pm
Are you looking for new ways to improve engagement with your audience?
Do you want to know the most effective, yet rarely used social tactics?
In this Blog I’ll share research findings that reveal three widely underused tactics you can use to build a long-term interested audience.
#1: Provide Customer Service on Facebook
A lot of brands default to Twitter for social customer care. While there’s nothing wrong with that, it’s important to remember that Facebook offers plenty of customer service options you can leverage as well.
According to Exact Target’s Audience Growth Survey Report, only 34% of marketers use Facebook to publicly answer customer service questions. However, 69% of those who publicly answer questions say it’s effective.
KLM, for example, offers customer service on their Facebook page 24 hours a day, seven days a week, in 10 languages. They even have a live Response Time app that tells people how long they can expect to wait for a reply after they’ve asked a question or made a request.
If you’re ready to start using Facebook for customer service, I suggest checking out Socialbakers’ customer service meter called Socially Devoted. The meter measures how your brand currently communicates and responds to customers via Facebook or Twitter.
To see how socially devoted your brand is, move the slider (circled in the image above) to Facebook and click on the purple box to enter your social credentials. Use the results to guide your new commitment to Facebook customer service.
In addition to Twitter (not instead of), use Facebook as a customer service support tool. Even if your organization can’t match KLM, you can still provide your customers with up-to-date information on your Facebook page.
#2: Tweet FAQs and How-To Content
Only 22% of marketers surveyed regularly offer FAQs and how-to content via their tweets. However, 59% of those who share offer FAQs and how-to content find it’s a good way to build long-term audience engagement.
FAQs or how-to articles are popular because they add value without appearing to have an agenda—they aren’t a hard sell. As a result, your followers feel naturally compelled to click on your links and retweet them to their friends and peers.
As you can see in the chart above, common tactics like adding a Twitter button on your website, blog or email newsletter weren’t deemed as effective as less-popular tactics like serving up a regular dose of how-to tweets, working with influencers and bloggers on Twitter and promoting product giveaways that require a Twitter follow.
On Twitter, experimentation is key. Think about the FAQs and how-to articles you typically post on your website or blog. Why not turn those into a series of tweets and offer them to your Twitter followers on a regular basis.
Of course, you don’t always need to write a blog post to provide value to your audience. Value is value, even when it’s composed in 140 characters.
#3: Exchange Value for Email Addresses
Email is the primary tactic for driving sales, so it’s important to build your list every chance you get. Surprisingly, most marketers aren’t taking advantage of social media to do that.
Only 39% of marketers promote content on social media that requires email registration. On the other hand, the 59% of marketers promoting email-accessible content say it’s proven to be an important component of building their lists.
Amy Porterfield uses this approach by identifying and using at least three Facebook lead-generating opportunities for collecting email subscribers.
You can do the same by implementing specific Facebook content that attracts your fans’ attention (you already know their interests, so this should be easy). You could offer access to webinars, ebooks, free reports and checklists in exchange for an email address.
Once you’ve decided which lead-generating opportunity you’ll use, go a step furtherand promote it to get wider reach.
In the example above, ExactTarget offered a free marketing report in exchange for email subscriptions, and then promoted the post as a Facebook sponsored story to extend their reach and get additional email subscribers who otherwise wouldn’t have seen their post.
As you consider various tactics to grow your list, focus on how you can turn your social media followers (especially those on Facebook) into hard leads (email subscribers). Remember, most of your fans are willing to provide an email address in exchange for something that’s valuable to them.
Everywhere you look, you see advice on which tactics to use to grow the size of your audience (and it’s almost always the same advice). The problem is, the most commonly used social marketing tactics don’t always perform very well in the long run.
The simple truth is that numbers aren’t enough. You need a responsive audience if you want your brand to thrive. A small number of marketers are discovering that less-popular tactics may hold more promise for developing long-term customer relationships and engagement.
To develop a high-quality audience, try the tactics in this article, track the responses and let the data guide you. Continue to listen and learn more about what clicks with your audience.
What do you think? Have you tried any of these underused social marketing tactics? How have you built a high-quality audience? Please share your thoughts in the comment box below.
Article from: http://www.socialmediaexaminer.com
June 25, 2014 at 12:28pm
Would you like to improve your Facebook marketing?
Are you wondering what Facebook marketing tactics the pros are using?
We asked top social media pros to share their hottest Facebook marketing tactics.
In this article you’ll discover the latest tactics the pros use to boost their Facebook marketing.
#1: Use ActionSprout for Email Acquisition
Most marketers know the real battleground on Facebook is in the news feed, not on Facebook pages. In fact, very few Facebook users actually visit Facebook pages. Instead, they interact with page updates in their news feed.
The problem with most Facebook page apps is that they require the user to visit the Facebook page. For example, a photo contest requires that users visit a custom tab on the company’s Facebook page to upload a photo and submit a contest entry. In essence, they have to LEAVE the news feed, their home away from home, in order to participate in the photo contest.
ActionSprout removes this potential barrier by letting you put the acquisition action in the news feed.
For example, someone can “Sign” a petition, “Support” a project or “Demand” a challenge (as shown below) in the news feed.
When they click the action (Sign, Support, Join, etc.) in the update, they are they redirected to a single page to complete the action (Facebook authorization).
ActionSprout isn’t meant to replace custom tabs. Rather, it’s best used as a powerful addition to custom tabs. A tactic you should try, but also measure.
#2: Boost a New Product Announcement
Boosted posts on Facebook are still quite effective—especially for small businesses. Even though most experts in the field of Facebook marketing advise not to use the feature to advertise on Facebook.
A small local business page in my hometown boosted a post to announce the arrival of a brand-new huge water slide.
The company spent $20 on the boosted post and as a result immediately got flooded with messages and phone calls inquiring about it. They chose to target fans and friends of fans.
The reach and engagement on the post were fantastic, reaching over 4,500 people on a page with 1,000 likes!
Not only did the post get great engagement, it generated 8 reservations for $300 each for the slide within 7 days! That equates to revenue of $2,400 for just $20 in Facebook ad spend using boosted posts!
In addition to the initial increased reach and engagement, the next few posts on the page saw an increase in the average organic reach due to the activity on the boosted post.
Just because many teaching social media to others say boosted posts are bad, that doesn’t mean they aren’t effective and don’t work. Especially for small businesses. Question everything and test tactics and techniques for yourself!
#3: Use Website Custom Audiences
While you can run Facebook ads targeted at specific fans on Facebook, one of my favorite Facebook marketing tips is to useWebsite Custom Audiences instead.
With Website Custom Audiences, you can still run Facebook ads through Power Editor; however, this time you can target people who’ve visited your website (or even a specific page on your website) when they head back to Facebook.
This can be especially useful for a number of reasons.
For example, let’s say I’m reading a guide on YouTube channel art on your website. If you’re running Website Custom Audiences, when I head over to Facebook, instead of just seeing your normal Facebook page posts, you can target me with a YouTube channel art template to download.
If I’m reading an article on Facebook pages, you can target me on Facebook with a link to a training course about Facebook pages.
While these are just a few examples of ways you can use Website Custom Audiences to improve your Facebook marketing, there are many more useful strategies for marketers available.
The key takeaway is to get creative with your targeting. This way you can generate more leads and ultimately better customers with your Facebook marketing efforts.
#4: Power Up Your PR Efforts
With everything Facebook offers for marketers, it’s easy to lose sight of the fact that it’s also a tool that can support your brand’s PR or publicity efforts. The reality is that journalists rely on Facebook to source stories and Facebook itself actively promotes the platform as a “Rolodex” with 1 billion contacts for reporters.
Where your company may have relied on a press release in the past, you can now share your story on Facebook. It provides a low-friction way to report the facts in the case of breaking news or to provide comment on emerging issues that will help get your story to the media and your public faster.
To research members of the media, Facebook Graph Search is a powerful tool. You can quickly find out who works where, what publications/websites your fans may read or follow anyone with a journalism-related public title. By searching journalist + the name of the media outlet, you can easily find potential contacts.
Actively monitoring the Facebook page of your target media can also be a productive way to position your company as a source for stories. Many media outlets will solicit sources via social media. You can create an interest list of your main pages in one place to monitor them on an ongoing basis.
#5: Use Audience Insights
Using Facebook’s Audience Insights makes this much easier for all brands, as it gives you the ability to see what your audience engages with and likes. You can profile your target audience in much more detail than ever before.
Without data-led understanding, you’ll know whether to post more photos, if that contest really worked and the right kinds of topics to post about.
Invest the time in understanding your audience, and they will be more receptive to your content and advertising messaging.
#6: Split Test Facebook Ads
Facebook advertising is becoming critical to your marketing efforts and to use it effectively without wasting money, you need to find your perfect keywords.
The way to do that is to split test a variety of audiences. Split testing is just taking a portion of your advertising budget and running ads, while varying only one thing at a time and then comparing the results to see which ad performed the best.
The structure of Facebook ad campaigns have changed a bit and you can only turn on and off the ads automatically at the Ad Set level. I structure campaigns to run one ad below each ad set so I can easily turn them on and off at set times.
Many people ask how large the target audience should be, but it can depend on a lot of factors so there isn’t one perfect answer.
I’ve had clients who’ve benefited from targeting a very narrow audience, as well as targeting a wider audience. Split testing is the only way to answer that question.
Determine how well the ad performs by watching the one that gets the cheapest clicks for whatever your goal is. If your ad was driving people to your website, the best ad will receive the cheapest website clicks. If you can, create a conversion pixel to see which ad converts best on your website.
Split testing doesn’t have to be difficult or expensive and will save you a ton of money in the long run. If you can test 5-10 different audiences at $25-$50 for each ad, you’llhave 2-3 perfect target audiences for your future ads.
What do you think? What’s your best Facebook marketing tip today? Please share your thoughts and comments below.
Article taken from Social Media Examiner
October 18, 2013 at 10:48am
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