How to Take Facebook Marketing Beyond the "Like" - NBC Chicago
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How to Take Facebook Marketing Beyond the "Like"



    “Like” fever is taking over as businesses and organizations set up their Facebook Business Pages to raise awareness and, ideally, draw in new customers.

    In fact, it's likely you’ve even ticked the thumbs-up sign on behalf of a Chicago business you frequent or a local organization you support. These days, Facebook-based marketing campaigns are seemingly everywhere.

    These campaigns are typically built around the notion that if a customer "likes" your Facebook Business page, they will start to tune into your messages and perhaps receive a discount or other token of appreciation for publicly supporting your business. The goal is to reach as many customers and friends of friends as possible. In many campaigns, you’re likely to come across the milestone markers such as “Be the 100th person in Chicago to Like us” to win a prize.

    All of these efforts are a terrific start to building and extending your social media presence. However, to make the most of the time you spend on social media marketing, you need to take your Facebook efforts to the next level.

    When you fully engage your customers beyond the “Like” action, you are able to build longer term, (and more profitable) relationships. Here are five ways to do that.

    1. Feature an exclusive offer. Run special offers that are only available to your Facebook fans. In fact, a recent study by Constant Contact and research firm Chadwick Martin Bailey focused on consumer behavior on Facebook found that two of the top five reasons people "like" a page were to receive discounts and promotions, and to gain access to exclusive content.

    2. Ask questions. Ask simple, interesting and open-ended questions and include a strong call to action that will inspire fans to comment and interact with you and others.

    3. Share other people's content. While it's great to post your own content, remember to also post links to articles, photos or other content you find interesting. Just be sure to give credit to the originator.

    4. Cater to the fans. Share news and content that your fans will find beneficial to them. This way, they’ll see your constant commitment to improving the customer experience.

    5. Respond to comments. Be sure to answer questions, monitor dialog and respond when appropriate. And never forget to thank fans for their participation.

    The moment that a new fan "likes" your page is the first step to nurturing customer engagement. Seize this opportunity to build the relationship and demonstrate why showing support for your business is beneficial to them.

    Steve is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales and fundraising help associations, small businesses and nonprofits achieve success.