Convert your social media followers into fans
Many small business owners recognize the importance of social media in growing their business and gaining a following. According to SCORE, approximately 77% of small businesses use social media in some form. But the goal of social media marketing isn't just to gather followers; it's to turn followers into raving fans. Fans are more than just numbers on a profile; they're active advocates, advocates for your brand, and oftentimes, loyal customers.
To turn followers into fans, you need to understand who they are and where they are online. Use analytics tools to learn your audience's demographics, interests, and behaviors. What age group are they? What other interests are they? Once you have this information, you can zero in on the platforms where you're most likely to target and engage with them.
Let’s look at five ways to go from regular followers to fan followers.
1. Create engaging social media content
Social media has leveled the playing field between brands, making it easier and more achievable than ever for small businesses to build a following. “We used TikTok to go from a small startup to a major player in men's grooming,” explain Jessica Stocker and Jacob Fowler, co-founders of Menscrafted, a luxury men's haircare product line.
“First, people were drawn to Jacob's great hair and personality. From there, we were able to entertain them and educate them about our company while giving them valuable ideas on how to style and care for their own hair,” Stocker says. This helpful approach is essential to adding value to your audience.
“You'll gain a lot of followers and fans if you position yourself as a brand that always goes the extra mile to solve your customers' problems,” explains Khalid Saleh of Search Engine Land. That could range from solving their problems with your products or services to providing content that helps them solve personal challenges.
2. Be consistent yet dynamic
Consistency builds trust, and trust builds fans. “We've found that having a consistent voice and brand across all channels is beneficial so our followers know what to expect from us,” Fowler says. “But being consistent doesn't mean being super predictable or repeating the same things. Stay on top of trends and keep your content dynamic by occasionally offering something new or unexpected to surprise your audience.”
There are also ways to determine what consumers are searching for online, which can make it easier to create content that will get views. You can use paid platforms like BuzzSumo or do a bit of research using websites like Answer The Public.
3. Engage directly with your followers
Engagement is a two-way street. Responding personally to comments, messages, and posts makes your followers feel acknowledged and valued. The more you engage with your followers, the more likely they are to turn into fans who feel a personal connection to your brand. “Interacting with people leads to greater feelings of well-being… On the other hand, scrolling through your Facebook feed or just passively reading or watching without interacting with others tends to make you feel worse,” explains Mark Hull, Director of Product Management at Facebook.
“I enjoy making TikTok videos to answer my fans' questions directly,” Fowler says. “It gives me the opportunity to provide a more detailed answer than I could in the comments section. Plus, if one person asks a question, there's a good chance that many of my followers have the same question, so it helps the whole community.”
4. Cultivate your online community
Fans are born in communities where they can connect with your brand and each other. A strong community can grow from mere interest to passionate loyalty. Exclusive perks reward their loyalty and give them a reason to stay engaged and promote your brand to others. “Give people access to something they can't get anywhere else,” advises Brian Fanzo of iSocialFanz.com. This might include a safe place where they can ask questions and converse with other fans. It might also include special promotions and loyalty programs that reward followers who are returning.
5. Authentic and transparent
Finally, authenticity is key in the digital world: followers are more likely to become fans of a brand that is genuine and transparent than one that seems corporate and distant.
Turning followers into fans is about building relationships, not just numbers. Understanding your audience, creating engaging and dynamic content, interacting with your followers, and maintaining authenticity will turn passive bystanders into active participants in your brand's cause.
