5 Steps from New Fan – To Passionately Engaged Fan for Life

Every business on social media wants to engage fans for a lifelong journey with their brand story. But how do you go about taking that person who casually saw a post shared by someone on their contact list and turn them into a lifelong fan who engages with your brand story?

Here are five points that you can follow to go from the first like, share, or retweet, to a fan for life.

1. Offer giveaways and special promotions

This is the spoonful of sugar that everyone loves to swallow, and that everyone loves to share with their friends. Here is where you’re most likely to hook new fans for the first time as your current followers share these contests with their friends.

A big part of social media marketing is all about adding value to lives – alerting your friend to how they can save money adds value to the sharer as they seem more useful to those who see it and thank them.

A Nielsen study found that people follow Twitter business accounts 52% of the time just to be notified of specials and promotions. Give them to people and not only will you find those new fans and get your first likes, but you’ll also keep them around.

2. Post constantly and consistently

The longer you take between posts, the more chances there are that you’ll be forgotten. Accounts which go ignored for a week, or even a few days, can be quickly relegated to the scrap heap of the short term memory of social media users as they move on to the next thing.

On the flip side, posting too often will get you unfollowed. I can think of a number of businesses that I really cared for, but who flooded by Twitter feed so that only their activity would be seen for an hour. I unfollowed them, and I don’t think anyone would blame me! When you get those new fans, like after a crowd marketing campaign from us, you need to give them something consistently after they find you – otherwise they may bail.

With this in mind, see the next point.

3. Use a scheduling tool to keep things evenhootsuite logo

You’re going to have posts that are spontaneous to the moment, but you will also need posts that form the cornerstone of your social media marketing campaign. To get these out their constantly, you’ll need a tool that will allow you to schedule them in advance.

This will help you get over both issues raised above, and even free you up to post on your days off. The go to tool for Twitter and Facebook is Hootsuite. Get to know it and your engaged fans will continue to get to know you.

4. Be social – talk to you fans

Social media marketers can never forget the ‘social’ aspect of the phrase. Having one to one conversations with your engaged fans is a sure way to help take them from a like to a lifelong fan of your brand as you have actually included them in a small part of your brand story – that tweet, comment, post, or pin will always be up and that fan will always be part of your brand story.

Not only can you increase lifelong brand loyalty, but you can also handle customer complaints in a professional and public manner that shows your professionalism. Check out this article on dealing with Twitter trolls as an example of how to handle your business’…business!

5. Make sure your content is platform appropriate

Not all social media platforms are created equal. That’s why each one is popular: it presents different strengths to its users. To turn those first few engagements into lifelong fans you need to capitalize on these strengths:

  • Facebook and Pinterest demand great visual content. Facebook posts alone get 93-96% more attention with images according to Social Bakers.
  • LinkedIn works best with longform and professional content.
  • Twitter is a free for all texting fun time, that works best in the moment.
  • YouTube is best with videos that are connected in a web series. Have a regular host who viewers can identify with.

If you try to be serious and long form on Twitter, you’ll be ignored. If you attempt to goof off on LinkedIn you’ll be unfollowed. The medium must match with the message if you want to take those first few contacts with new followers and turn them into lifelong participants in your brand message.

Very happy and engaged fans from GeoGraph.
Hootsuite image from Yoel on flickr.

by Ernest Thompson

Ernest is an online marketing user and abuser with a keen eye for the latest viral trends. His years of experience in the online marketing industry are presented here on Viral Tactics for you to learn from, and to offer you a chance to add your opinions.