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Are you leveraging Facebook marketing?

Read this article on Jamie Turner’s 60 Second Marketer blog.

What are you doing to increase the number of Fans you have on Facebook?

A recent study from Forrester reported several interesting facts about Facebook Fans and the impact they have on the bottom line:
  1. Facebook Fans are much more likely to purchase, consider and recommend brands. The Forrester study indicated that Facebook Fans of BlackBerry are 5.6 times more likely to have made a purchase from BlackBerry than non-fans. Fans of Best Buy are about twice as likely to purchase from and recommend Best Buy.
  2. Facebook “fandom” has the largest impact on purchase.Surprisingly, being a Fan of a product has a huge impact on the chances of someone purchasing the product or service. For example, the odds of a Best Buy Facebook fan purchasing the brand are 5.3 times higher than a non-fan.
  3. The value of your Facebook Fan comes down to their willingness to recommend. Having a large Fan base is powerful. Fans of BlackBerry are almost twice as likely to recommend BlackBerry as those who aren’t fans. The challenge is that you have to encourage Fans to recommend your brand. In other words, you have to give them a reason to make a recommendation.
Action Steps for You: Okay, so we know that there’s value to having a lot of Facebook Fans. But what are your action steps? Glad you asked.
  1. Encourage Interaction: JetBlue has a Facebook “Go Places” mobile application that grants members 100 TrueBlue points each time they check in with Facebook at a JetBlue terminal. This incentivizes customers to book a future flight on JetBlue. What are you doing to encourage interaction on your Facebook page?
  2. Install Promotional Apps onto Your Page: One of the best tools I’ve come across for this is Wildfire, which is a tool that helps you create promotions on Facebook, Twitter, LinkedIn and YouTube. If you’re looking for a simple tool to supercharge your Facebook campaigns, Wildfire is worth checking out.
  3. Provide Special Discounts: The #1 reason people become a Fan of a product or service is to receive discounts and to enroll in promotions. When you provide discounts to your Fans, you’re rewarding them for their loyalty. Here’s an idea — provide a 25% discount for every person who mentions your Facebook page over the next 24 hours. That’ll stir things up.

The bottom line is that there is value to having a lot of Facebook Fans. The trick is to leverage those loyal fans by using some of the action steps mentioned above.