MarkLives’ digital agony uncle @DigitalGrandad1 is now taking questions on all issues digital. Tweet them to him or email DigitalGrandad@marklives.com.
Dear DigitalGrandad…
How do I get 10 000 likes on our brand’s Facebook page? My MD told me it’s embarrassing when his kids ask him why only 98 people like our product. I manage an FMCG brand and we fired the PR agency that set it all up for us a while ago.
Brand Manager FMCG
Dear Un-popular
My grand-daughter got more likes on her 6th birthday party Facebook page in 1 day. So yes the MD’s kiddo has asked a valid question and just put the nail in your social media coffin! So you should be “embarrassed” or wake up and take this thing seriously like any other marketing activity.
“98 fans depending on who you are may not be that bad as a starting point”
So to be serious for a second, 98 fans depending on who you are as a business may not be that bad as a starting point. If you’re a small business selling cuddly toys from home – great start I would say!
But as you mentioned you are a FMCG brand, then it sounds like you have a problem and not thought this through!
“take responsibility and don’t just blame other”
To be blunt, just because your ex-PR agency set-up your Facebook Page, it doesn’t mean you will automatically make 1000’s of friends who like your product – there’s a little more to it than that. To stay friends and become great friends you need to engage with them and have a relationship, have some fun, share stories, give advise, invite them to a party and do things together like you do in the real world and stop just blaming your PR agency – if that’s all they did and recommended – but also take responsibility yourself for not having a social media strategy.
So Mr Un-popular, you too can become Mr Popular! But here’s a few questions I would like you to ask yourself first and the a few of my #TopTweetTips to get you started before the Mr MD kids really puts the nail in your marketing trials!
- Why did you start a branded Facebook Page and what did you do to make it work honestly? Please don’t just say because your competitor are doing it or your website says follow us on Facebook.
- What is the marketing objective behind your Facebook Page for example is it about sharing your latest products, customer reviews, promotions, competitions, asking your consumers for their feedback or creating a new product through social innovation? Remembering a brand FB Page is just another Marketing channel that requires effort to make it work and in truth more one-to-one regular ongoing effort.
- LIKE-it or not – Facebook Page success can not just be attributed to LIKES. Once you have 10,000 likes, then what? You also need to think beyond that as a measurement of success and think what are you trying to door gain at the end/long-term? Is it about creating a loyal base, creating a community? Is it to drive CTA or purchase intent online or in-store with a voucher redemption or simple to create an engagement platform that offers exclusive deals, competitions and content to drive sales, recommendations, review?
- Now you have fired your PR Agency, who’s responsibility is it to manage and maintain the Facebook Page on an ongoing basis. Agency or Internally. Remembering it needs commitment, knowledge of your brand, governance policies, content plan and skill. The MD’s kid could probably set it up, but I am sure the MD’s kid couldn’t maintain it. So who do you want to trust with your brand online! Who will be held accountable?
- And finally how does your Facebook Page integrate with your overall Marketing and Social Media Strategy? For example do you do ATL, BTL. Are these efforts also driving to your social media platforms if NOT why NOT?
Now you have answered the above or at least thought about it, here’s a few of DigitalGrandads #TopTweetTips that will not guarantee, but most definitely give you some directions and ideas in improving your LIKES or better still SHARING and engagement online.
“DigitalGrandads #TopTweetTips to improve your likes”
“CONTENT is KING” – like it or not, content matters and the way it is displayed is just as important. Make it rich, engaging & relevant.’
“CONTENT PLANNING” – People are inclined to keep visiting if you maintain regular, consistent, engaging content. Plan ahead, post at least 5 times a week & keep it alive / TOM
“IMAGERY” – as the say a picture can paint a thousand words. Choosing eye-catching imagery convey a message is very useful. Try to alternate photos & video with text only
“CREATING A COMMUNITY” – Interact with your fans. Ask them questions, give them incentives to invite & share with friends – the old ones are always the best.
“PROMOTE” – your Facebook Page on other material – make sure you promote your Facebook Page in other marketing material. INTEGRATE & INTEGRATE
“OFFER ADDED VALUE” – think before you share something on Facebook – is this content worth sharing and will my fans find value in the content
“BE RELEVANT& AUTHENTIC” – keep your content relevant& authentic. It should let your audience know that you know who they are in a voice that is true to your brand
“CALL TO ACTION” – don’t be afraid to ask your fans to share, like or comment on your content. Give them an incentive to do so? Spread the love.
“SIZE MATTERS” – keep your message short & simple. Post with between 100 & 150 chrts (less 3 lines of text) see 60% more likes, comments and shares than longer ones
“TIMING” – Like any other medium, timing is important. The best time to post will depend on your business type. i.e retailers get best engagement between 8am to 2pm
Remember the golden rule – There is no such thing as easy marketing. Put in the effort, and you’ll reap the rewards. Don’t put in the effort, and things will stagnate! Like your current Facebook Page
Now start becoming POPULAR
Regards
– DigitalGrandad is a Marketing Professional with over 140 dog years of practical digital experience working with both global and local brands. From SME’s through to Multinational’s and across industry sectors he has seen and embraced the changes technology has given to us to better our lives. Yes he remembers the old days, but is now a firm traDigitalist born through traditional marketing.
If you have a digital dilemma and are too afraid to ask your boss or your agency, but feel you need to ask for some straight no-nonsense advice, please email me at DigitalGrandad@marklives.com with your question, or better still tweet to @digitalgrandad1. I’ll answer one every week on MarkLives.com.
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