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Juliet McEwen Johnson
Social Media Use: The way to grow your fan base to is to do more of the activities your fans like. Often the conundrum starts with trying to figure out what it is that they do like. After all, you want to keep them on your site and keep them engaged, so that they don’t notice time passing and are enjoying themselves. The more time they spend with you, the less time they are spending with your competition.
You do not want to do the same thing all the time. It is boring for your readers to have the usual pattern of “more information” followed by a sales pitch, “more information” and then a sales pitch. Yes, that is easier to pre-schedule for you, but it is no fun for your fans. It is hard to engage people with you if you are not already engaged yourself.
Yet there is a place for automated sequences in your marketing lineup. It is the best way to keep in touch with people who have given you their email address and who want to know what you have to offer that will solve their problem next.
You will find engagement referred to as “flow patterns”. Flow means more than the number of visitors, and the bounce rate, it means interaction. Comments, increase in new followers or fans and conversion from fan and follower to prospect to customer. We can all use more friends, but what puts food on the table is more customers.
Everyone’s fan base flows in its own unique ways. You will need to experiment with polls, quizzes and contests to see which your own tribe prefers. Do they look to you for a thematic? A colleague of mine used to have major engagement with a Music Monday where he would recall a favorite pop song from his youth and shout it out to his tribe and invite stories the song recalled.
After all, we work so hard for traffic to our sites and pages. We also need to spend a little time keeping those hard-won eyeballs for more than a fleeting glance.
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