Do you want to turn followers and fans into clients in 2012?

It is easy to feel smug as a marketer when your social media plan seems to be working. Who hasn’t felt a warm glow inside as the Facebook fans and Twitter followers finally roll in? Yet it isn’t always easy to convert fans and followers on social media into real-life clients. Each industry poses its unique challenges to conversion, but certain strategies need to be in place for any business to succeed.

A strong and effective blog

Fans and followers need to be offered the chance to get to know a company before they will buy its product or service. Only once the solid foundations of a relationship are in place will they become clients. This means sharing valuable content (see below) in the less salesy environment of a blog, and being sincere in your efforts to help people; the more value you can offer, the more your online connections will appreciate your company and what it has to offer.

Offer high quality content

Without your content, you have nothing. Your company is relating to people through content and what you write will make them decide whether they want to build a working relationship with you. It has to be as perfect as possible, so consider outsourcing your content strategy if resources are scarce.

Compel them to return to you time and again

Loyal fans and followers have the potential to become loyal customers. It is likely to take people at least eight or even more interactions before they decide to buy something from you. The most effective way to create a comfortable and compelling social media environment is to draw people into discussions and make them feel like valued members of the conversation and community.

Be persistent and consistent

Persistency and consistency are two essential ingredients in the conversion mix. Interact often and ensure that you post content at consistent times ie. on specific days. Continue to communicate with other people as often as they communicate with you. As well as making your fans and followers feel valuable, the idea is to convey also how important your contributions are to them professionally.

Take the relationship offline

Once you have established an online relationship and had a certain number of interactions via social channels, there will come a time to meet your potential new client or customer face-to-face. Consider adding a ‘meet-up’ widget to your social pages and website, inviting fans and followers to meet up for an informal chat. Both online and offline interactions are necessary for successful and ultimately profitable relationships.

FPR’s Final Thought:

Turning fans and followers into loyal clients can seem like a daunting task, but take it one step at a time and the mission is instantly more manageable. Social media marketing is proven to help businesses build relationships with their target audiences, create trust and credibility and ultimately gain new leads and clients. Ultimately, you need to ensure that when people need what you are offering, you are the first in mind.

For an informal chat about how an enhanced social media strategy could win you more business, get in touch 0845 053 6855