Brands have been intensely focusing on racking up the “likes” on their Facebook page through various marketing tactics such as offering incentives, investing in Facebook ads, and more. But even with hundreds of thousands of Facebook fans, the road to kick ass Facebook engagement is a rather bumpy one.
Take a look at these stats working against you when it comes to Facebook marketing:
88% of Facebook users never return to a fan page once they “like” it (Brandglue.com.)
Due to EdgeRank, each time a brand posts to their Facebook page, only about 16-18% of fans actually see the post in their newsfeeds (source: comScore, Facebook.)
According to a recent Ehrenberg-Bass study, now you can add this stat: Only 1% of Facebook fans engage with brands.
So how do you overcome these obstacles and increase brand engagement? Focus not just on your fans, but on your fanatics (AKA your Brand Advocates) to share your content with their friends.
Why focus on your Brand Advocates?
- Brand Advocates are a different breed: They are 50% more likely to influence purchase decisions and 75% more likely to share great product experiences.
- By mobilizing your Advocates to share content on your behalf, you expand your reach beyond your current fan base to your Advocates’ networks.
- Brand Advocates will spread the love across channels (Twitter, LinkedIn, third party review sites, etc.), not just Facebook.
- Your customers don’t trust you anyway. 90% of consumers trust Word of Mouth; only 24% trust online ads (source: Nielsen.)
To learn more about leveraging your brand fanatics, download our whitepaper, Turning Fans and Followers into Brand Advocates.