5 Ways to Turn Facebook Likes into Marketing Results

More often than not, Facebook marketing is a numbers game and the goal is to get as many “Likes” as possible.  It’s human nature.  We always want more, and the same certainly applies to social media marketing.

5 Ways to Turn Facebook Likes into Marketing Results

However, the true value of social media is not about how many fans and followers you have—it’s about what you do with them.  Many tend to forget the “marketing” in social media marketing and think social media success is just about posting content and getting as many Likes as possible.  It’s not.

Marketers today need to go beyond just getting Likes and create real engagement opportunities that keep their business top of mind with their loyal customers and make it really easy for them to share with their networks and friends.  While an increased number of Likes leads to a bigger audience for you to market to on Facebook, it’s only the first step in deriving real value from your investment in social media marketing.

The following are five things you can do to help turn Likes into real results on Facebook.

1. Create a compelling offer

This may sound like a no-brainer, yet all too often campaigns miss the mark because they’re not aligned with the interests of customers. Before you send out that offer, put yourself in the customer’s shoes and ask yourself if you would act on it. If you find that it’s more skewed to benefiting your business as opposed to providing a real benefit to your customer, you may need to rethink the parameters of the offer. If an offer is designed with the customer in mind, they’re more likely to respond and tell their friends about it.

2. Build a full campaign plan

The most successful campaigns on Facebook span a two-to-three week period. During this time, there is a cadence that flows around publishing, promoting and driving action. Before you go live, consider how you’re going to sustain the momentum during those weeks and continue to drive traffic to your Facebook page. This includes all the ways you connect with your target audience online and offline including your email list, Twitter followers, LinkedIn connections, Google+ circles and even in person.

3. Promote your offer across all of your communications channels

There’s no single method for promoting your campaign that guarantees results, so you’ll want to reach your audience where they’re most active and likely to engage—and in today’s world, that’s everywhere (look at all the options in #2 alone!). This can be in your email newsletters, other social media channels, your blog, or even in-person at an upcoming tradeshow. While the core of the offer will remain the same, don’t forget that the way you communicate needs to reflect the medium you’re using. For example, the 140 characters you use on Twitter are going to be different than your Facebook status update. When you tailor your messages, customers are more likely to respond, especially when they realize there’s an actual human behind it as opposed to an automated message feed.

4. Encourage fans to keep in touch

Getting fans to maintain contact after a campaign has ended is what sets great marketers apart from everyone else.  While you have their attention during a campaign, ask fans to join your email list or follow you on Twitter, for example, so you can keep in touch, keep a two-way conversation going, and begin building a long-term relationship.

5. Repeat successful results, not campaigns

You won’t want to do the same thing every time, but you will want to keep engaging your audience and encouraging them to share. You can do this by presenting new offers every month. These could be special deals for fans or exclusive content, for example. By mixing it up each time, you’ll increase responses while making campaigns more engaging.

Guest Author: Mark Schmulen is the general manager of social media at Constant Contact and the co-founder of NutshellMail.  He can be found on Twitter at http://www.twitter.com/mschmulen.

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Comments

  • Anonymous

    Wow, excitement level picks up again! Of these 5 ways I
    really like Promote our offer across all of our communications channels and
    Build a full campaign plan. Carry on your nice information sharing with us.
    Thanks :)

    Buy
    Facebook Likes

  • http://twitter.com/socialpr socialpr

    We turn customers into registered fan club members of the brand’s Facebook Page. Soho Cafe in Singapore  says 80% of their customers are now registered fans. 
    http://socialpr.blogspot.com/2012/04/80-of-customers-are-now-registered-fans.html

  • http://www.facebook.com/people/Anna-Leny-Gil-Trejos/1469156356 Anna Leny Gil Trejos

    Thank you so much for such a great information..

  • http://eSeek3r.com Craig Desmarais

    What is the #1 way you get people to sign up for your email list via social media?

    • http://jeffbullas.com Jeff Bullas

      Thanks Craig for dropping by and participating. One great way is to give them an ebook or some content such as a training video for free in return for their email address.

      • http://eSeek3r.com Craig Desmarais

        Good idea.  One which they will have to enter their information in order to receive correct?  

    • http://jeffbullas.com Jeff Bullas

      Thanks Craig for dropping by and participating. One great way is to give them an ebook or some content such as a training video for free in return for their email address.

  • http://speedtocontact.com/ Brian Montavon

    It certainly benefits businesses to encourage a two-way conversation with customers, but there is a fine line between asking for contribution and overloading them with all the various channels of media marketing. People can be dedicated to your company, but most don’t want to be bombarded with requests to follow Twitter and Facebook and Google+ profiles simultaneously. 

    • http://jeffbullas.com Jeff Bullas

      Thanks Brian for your comment. Yes, there is a fine line between spamming and a marketing message!

    • http://jeffbullas.com Jeff Bullas

      Thanks Brian for your comment. Yes, there is a fine line between spamming and a marketing message!

    • http://constantcontact.com Mark Schmulen

      Great point Brian. It’s really a matter of giving your audience a choice. Some will want to connect via email, others through Facebook, Twitter, Pinterest, etc… As a marketer, my goal is to get permission to communicate and then for my audience to respond to my message (the call-to-action). The channel doesn’t matter so much as the message was heard and acted on. Because everyone has different preferences, its important that you give your audience a choice for how and where they connect with you.

  • Kate

    Thanks for the reminder that it is important to build a full campaign to promote the facebook activity. Efforts to drive current and potential customers to your page should be something that is communicated through both social media as well as traditional media. Also, it seems that the focus of the promotion on Facebook should be to get the visitors to respond personally in some way with a comment or discussion rather than simply signing up for a twitter feed or email list. Engagement with the customer is a two-way conversation, so the opportunity to converse with them should really be considered when crafting the initial plans.

  • http://www.buildandbalance.com/ Michael_N

    I also like the point of using a campaign plan. It can’t be willy nilly when using social media or any marketing for that matter to get results. I think if a person were to sit down at their HootSuite dashboard and schedule posts for the next few weeks at one time they’ll really see how a campaign can work and develop momentum.

  • http://www.buildandbalance.com/ Michael_N

    I also like the point of using a campaign plan. It can’t be willy nilly when using social media or any marketing for that matter to get results. I think if a person were to sit down at their HootSuite dashboard and schedule posts for the next few weeks at one time they’ll really see how a campaign can work and develop momentum.

    • http://constantcontact.com Mark Schmulen

      That’s a great point Michael and recommended practice. However, if you schedule a bunch of posts, just be sure to listen and reply to comments and shares. Social media is not just about broadcasting, but also building relationships through two-way convos. 

  • http://www.TabSite.com/ Mike Gingerich

    Very good tips Mark!  It’s been awhile since we connected in SF.  Hope all is well. Would love to catch up sometime soon. 

    • http://constantcontact.com Mark Schmulen

      Hi Mike. I would love to reconnect. Feel free to hit me up on Twitter @mschmulen:twitter  or email. (turns out social media didn’t kill it). 

  • http://pimpmyfans.com/ buy facebook fans

    Facebook like page campaign and you implement the ad wisely, you’re sure to see handsome returns. The idea here is to use Facebook’s in-house advertising platform to reach out to your target demographics and markets who might not find you otherwise.

  • http://gentlerainmarketing.com/marketing-agency/guerilla-advertising-ideas/ Guerilla Advertising

    Actually all the credit goes to the management and maker of this social network because they are managing this in a best way.

  • Adam Brown

    Good stuff Jeff. I like tip#4, keeping in touch to establish a long-term relationship. When you think about it, It’s really no different than real realtionships – if you don’t stay in touch that realtionship can dwindle. Also really like tip#1. All too often I see deals posted that at the surface seem good, but after some thinking you realize that the benefit is really for the business and not the consumer. We have to keep the customer in mind to get them engaged.