Businesses continue to increase their Social Media investment, and Facebook pages crop up every day for different brands looking to engage their audience in a more one-to-one setting. That being said, with the little thumbs up of a “Like” symbol showing up on more and more brand websites, businesses in every industry are curious about the real business potential of the Facebook “Like” for their brand.
According to recent information from AdAge Digital, there is a very tractable association between a consumer who “Likes” your Facebook page and building a relationship with your company that will lead to consumer loyalty and sales:
As you can see from the chart above, like any marketing, the HOW and WHEN of the content any brand shares on Facebook can have a drastic affect on the response rates. Consider your target market and when they’re most likely to be on the site and tailor your posting schedule accordingly.
Just Because I “Like” You Doesn’t Mean I’ll Buy
We’ve said it before, but it’s important to reiterate that just because your Facebook FAN page has a lot of “Likes”, or your Twitter page has thousands of Followers. It’s quality, not quantity that matters here.
When a brand is using Facebook to build brand loyalty intended to result in increased sales, they need to consider the following points:
- Timeliness: Posts need to be timely to recent events or current interests your target market may have. Watching their posts and activity on Facebook can help in obtaining this information.
- Vernacular: How you talk to your prospects and customers is as important as what you say. Don’t use language that is too technical, for example, and use a dialect that they can relate to. When you speak to someone in their own “language”, it’s much easier to form a bond with them.
- Engagement Factor: Already an overused term, what this means is that you need to be sure that what you’re talking about on Facebook, or any other site for that matter, is interesting to your prospects and clients, FROM THEIR PERSPECTIVE. No one likes to hear a bunch of “I” statements when engaging with anyone else, and that includes your brand. Talk about their needs, their goals and how you can meet them.
Businesses that have applied the above principles to their Social Media Marketing have seen real results in their client acquisitions:
How are you talking to your target market on Facebook? The time is now to engage them before the competition becomes even more fierce.