How to Turn a New Fan into a Lifelong Follower
It’s guest post day here at Duct Tape Marketing and today’s guest post is from Matthew Yeoman– Enjoy!
Taking those curious new social media followers and turning them into lifelong fans that are engaged with your brand takes work. The journey from “My pal RT’d one of your tweets,” to “I now follow everything you post!” does not happen instantly.
Read on to learn how to turn that first like, share, or retweet, into a lifelong follower. The key takeaway will be around creating a strong community – and I’m not talking about one built on group hugs – these a real social media community building tactics.
Make sure that the content is platform appropriate
Every social media platform offers something different to users. You have to use the unique features of each one to truly engage with your community and new followers:
- Facebook, Pinterest, and Instagram are visual content starved. Social Bakers found that Facebook posts with images get 93-96% more attention. New followers are going to look through your social profiles – make sure you have lots of images for them.
- LinkedIn is mostly set up for B2B. This formal atmosphere requires in-depth professional content. Cracking jokes doesn’t work: I’ve tried!
- Twitter is free form, provided you stay within the 140 character limit. It will work best if you comment on events in the moment they are happening.
- YouTube is the King of Video Content – we all know that. In a business context, that video content is best presented with a familiar and regular host that your fans will connect with – no one wants to be friends with a faceless company.
Take the time to read and view what your competition has done. You can use their most successful content on each platform as a template for your efforts to get new fans following you.
Have regular giveaways and special promotions on your social media accounts
Regular giveaways, promotions and contests are the type of things that old fans love, and love to share. They are also what can really get new followers interested. A majority of the business social profiles I follow came my way from a friend sharing it with me.
For proof, a Nielsen study on Twitter users found that those who follow business accounts on the platform are doing so 52% of the time to be notified of giveaways, promotions, and contests.
Post consistently and have a schedule
Nothing builds a community like a social profile where users know when to show up. Having long and irregular delays between updates leads to more chances that followers, especially those new followers, will forget you.
Remember that a consistent schedule is not a CONSTANT schedule. I’ve used the term “tweet flooding” to describe a Twitter user who posts new tweets nearly non-stop, or in sudden bursts of four or more. This activity destroys a social profile and community.
Tools like Hootsuite are popular for help with consistency. You can sit down one day and plan out the content you’ll send out for a week or longer, schedule it, and never forget to post again.
Find them before they find you with your scheduling tool’s search function
A bonus aspect of a tool like Hootsuite is that it can be a community building tool for those who haven’t found you yet – you find them. Hootsuite has a search function which automatically finds certain keywords. That keyword can easily be your:
- Brand name for those who mention you but don’t use your account profile.
- Competitors name so you can monitor opportunities to engage with these fans.
- Industry specific keywords and phrases.
Your scheduling tool can do more than just schedule – it can help you reach out to new people to include in your community who haven’t met you yet!
Talk to your new fans
You can not forget the ‘social’ part of ‘social media.’ Having one on one conversations with your new fans help to build a community. Even a simple “Hello to @newfollowers” can help welcome them and build that relationship as it builds your community.
Not only will these small acts increase brand loyalty, but they also show that you’re open to really talking – not just broadcasting a socially masked marketing message.
Matthew is the writer over on the Devumi.com Social Media Blog. You can find him there every Friday posting about increasing your Twitter followers, getting more YouTube subscribers, and commenting on other social media related news. He focuses on Twitter, YouTube, Google, Vimeo, SoundCloud, and Pinterest.