Does attracting a lot of fans really generate business?
According to data compiled by PageLever, the average Facebook Business Page is only reaching 3-7.5% of its fan base on any given post.
With so few people actually seeing the content we share on Facebook, is it worth the effort?
Get more fans, get more results … Right?
Many Realtors® use a mass marketing approach to promoting their services on Facebook.
They focus on attracting as many fans as possible to increase the likelihood of converting one of those fans into a client.
Here’s a typical Facebook Marketing model
This model uses the logic that the more fans we attract and the more times we post about our services, the more likely it is that someone will see that post and be compelled to act.
This is a flawed approach.
Because there is so much information being shared every second on Facebook, low-quality promotional content is largely ignored.
A perfect example of the fan obsession phenomenon is the “25 Fans” epidemic spreading through Facebook.
There is nothing wrong with promoting your page to attract 25 fans to get your vanity URL — the problem is that this approach often results in Realtors® focusing all of their efforts on “getting more fans.”
When we visit the page, there have been four posts in the last seven months.
There is a problem here.
Simply getting someone to “like” your page isn’t enough.
Rather than obsessing over attract more fans, I recommend using Facebook to connect with people and build meaningful relationships.
I know this may sound obvious, but I find that most people are too obsessed with the numbers.
5 Simple Ways to Build Relationships with your Fans
Establish a Fan Policy
Reach out to your fans by sending them personal messages through Facebook or via email.
Tell them why your page exists, encourage them to ask questions, and let them know what type of information you are going to provide on a regular basis.
Most importantly…thank them.
Give Early & Give Often
Sharing, giving and educating are the foundations upon which great Facebook relationships are built.
Start the relationship by giving first, not selling.
A great way to gain a competitive edge and get noticed on Facebook is to out-teach your competition.
Provide valuable information that helps solve your customers’ problems as often as you can.
Talk about other People
I love the simplicity of Chris Brogan’s 12 to 1 rule.
Talk about other people 12 times more than you talk about yourself.
Make a list of local businesses in your area that are active on Facebook.
Write about them, link to their page, and then tag them in the post.
This is a great way provide value to your fan base and network with other local business owners.
Showcase your fans’ awesomeness
Small gestures can have a big impact.
Every week Zappos.com displays a fan’s photo on their pages logo.
I can guarantee you that fan is telling all of their friends to go check out Zappos’ Facebook Page to see their photo.
Having your fans spread your brand’s message is a very powerful form of Word of Mouth Marketing.
Have you ever seen a fan write on a page’s wall and get no response?
It really makes me cringe!
It isn’t just about answer that fan’s question, it also shows all the other people who may read that post that you care enough about your fans that you will respond in a timely fashion.
I recommend setting a free account with Postling.com to monitor the activity on your Facebook Page.
My advice is to start your marketing off on the right foot.
Avoid getting caught up in the race to get more fans.
Whatever time you dedicate to Facebook, I recommend that you spend it proactively building real relationships with your fans.
This will yield the best results.