Companies doing business in social media, especially on Facebook, are
faced with the challenge of enticing their online friends and fans who are not yet customers to patronize their products. From the millions of friends and fans that a brand can get on Facebook they need to capture a sizeable number of loyal customers so as to get a good return on investment. Online marketers know that the true value of most Facebook friends and fans is not in their quantity but in their quality. Hence a brand has to be friendly itself to be able to win over new customers and build up its base of repeat customers. Brands must be able to connect with their Facebook friends and fans, engage with them and create mutual value.
What marketing strategies can a brand use in social media? Marketers have found three ways that bring in good results on Facebook. First is to recognize the fans and friends by ranking their engagement with the brand. If a brand provides content on its page that encourages friends and fans to cultivate habit-forming behavior, then it will better its chances of having friends and fans who not only engage once but repeatedly. Second is to give them exclusive deals. A brand can do this effectively by thinking like a fan to know what that fan likes. This is a time-tested marketing strategy and still works online. Third is to reward loyal customers with incentives. This is mutually beneficial as loyal customers can, on their own initiative, become ambassadors of the brand.
Itâ€™s not easy to know if most Facebook friends and fans of a brand are really there for the business, so itâ€™s best for the company to find out by engaging with them. What other social marketing strategies can a brand use on Facebook?