Last month, our social media strategist attended the Search Marketing Expo in Scottsdale, Arizona. This full-day event featured top social media marketers from all across the country. One of the presentations that really caught our attention was “Free Facebook Tactics to Drive Traffic and Conversion” by Kevin Scholl, the Social Media Manager at the Red Roof Inn.

Below are a few tips and tricks from one of the industry’s best.

Tactic #1
Know your goals
First, when maintaining your company’s Facebook page, it’s important to know your primary goals. Are you looking to provide valuable content, drive traffic to your website, or simply join the conversation? If you answered “all of the above,” you’re on the right track. At the end of the day, most of us want a solid ROI and we want to sell our products and services. The following tactics are a great way to do so without risk of alienating your Facebook followers.

Tactic #2
Respond in a timely manner
Scholl stressed the importance of responding to followers. He tries to respond to all posts within an hour, especially if those comments are negative. In which case, he provides a detailed solution and contact information for customer service, then he leaves the post for the world to see. It’s important to show that Red Roof Inn prides their brand on resolving customer complaints in an effective and timely manner, he explained.

Tactic #3
Engage your followers
It’s not just about promoting your products and services, it’s about asking simple questions to connect with your followers. For Red Roof Inn, asking “Where are you going on vacation this summer?” allows them to engage then follow up with their services rather than leading with the hard sell. This will also help you build lasting relationships without risk of alienating your audience.

Tactic #4
Encourage customer created content
Nearly every company has a small group of followers who are so passionate about a brand that they act as advocates. They help promote campaigns and products, they are highly persuasive to their peers, and they do it all for free. Scholl explained it’s extremely important to reward these brand advocates by providing discounts and even free swag to let them know you appreciate their support.

If your brand doesn’t have outspoken fans yet, you can take after Dunkin Donuts and promote a “Guest of the Day” or hold a contest or giveaway to determine your biggest fans.

Tactic #5
Know your audience
When Facebook began, it quickly became a popularity contest as users collected as many friends as possible. But now, we’ve learned it’s more effective to have 1,000 engaged followers than 10,000 disengaged followers. Pursuing quantity over quality only dilutes your highly targeted audience, and it doesn’t boost your ROI. At the end of the day, it’s important to know your targeted audience and engage your most responsive customers, because those are the ones who are the most likely to buy your product.

Tactic #6
Like us on facebook
This final tactic seems to be an obvious one, but it’s important. If you want your followers to do something, just ask them. Ending a status with a call to action is the best way to get the results you’re seeking. Here are a few effective phrases to incorporate into your status updates: “Tell us what you think.” “Fill in the blank…” “What do you prefer?” and of course, “Like us on Facebook.”

Contact Rob Steele at robs@www.prismagraphic.com today to find out how to implement a successful Facebook strategy.

And of course, remember to like us on Facebook.
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[About us: Prisma Graphic is a full-service, marketing solutions provider with an emphasis in commercial printing that specializes in online marketing supply chain management. Utilizing cutting-edge technology and a commitment to customer service, we partner with clients to develop cost-effective programs that execute integrated brand campaigns and highly-targeted business communications. Our ongoing evolution is to deliver sales opportunities at the lowest possible cost.]