With social media fever running at an all-time high, it’s easy for business owners to lose sight of the fact that these tools are only the start of your overall online marketing strategy.
Are you putting too much emphasis on social media to bring you new clients? While Facebook, Twitter and other social networks are fantastic marketing methods, but they are not the end-all-be-all of marketing for your business. For best results, you need to have a variety of marketing tools and strategies – including building your email contact list.
Social media is a visibility and relationship building strategy. It is a lead generator. I hate to break it to you, but you are not likely to get a client the first time they visit your Facebook page. You have to build relationships with your fans over time. Marketing with social media has a long sales cycle.
So, you put up a Facebook page for your business – congratulations! However, that’s only the fist step. It’s not enough just to have a Facebook page for your business. You then need a good content strategy to keep people coming back for more.
I read a statistic recently that only 8-10% of people who initially “Like” your page actually visit your page again. Getting the “Like” is just the start. You must give people a reason to come back. Strategies like offering coupons, special discounts or exclusive content (articles, videos, etc.) for your fans will keep them engaged and coming back to your page on a regular basis to see what’s new.
Next, you need to get your fans to opt-in to your email contact list. You can even add an opt-in box right on your Facebook page if you use a 3rd party page design tool like Tabsite.com or Lujure.com. Once prospects are on your list, you can stay in touch with them and “drip” your expert knowledge (your content – articles, videos, etc.) to them via email newsletters, e-blasts, etc.
Remember the old advertising statistic that a prospect needs to see your ad 7+ times before they take action? It’s no different with social media marketing. Your fans need to read and view your content multiple times before they will take any action (like sign up for your teleseminars, buy your product or contact you for a consultation).
Just being on Facebook doesn’t bring you more clients – engaging and building relationships with your social community over time definitely will!