When it comes to managing Facebook for your business there’s a lot that can go wrong or be overlooked. Facebook is a platform that’s constantly changing its features and switching the algorithm, almost on a daily basis. Even savvy business owners can find this quite exhausting. But there’s one very important feature that, if left unattended, could cost you a good bit of business – the Facebook Messenger.
If you use Facebook on a personal basis you probably use Facebook Messenger often. It’s a separate app entirely devoted to instant messaging your friends, or in your company’s case, your audience. Although it’s primarily used between friends, more and more customers are opting to message businesses directly to ask questions and resolve issues in a more discreet and timely manner. If you want your business to be more responsive to customers and potentially increase goodwill and leads, then follow these actionable tips.
Use Automatic Messages
Facebook rewards businesses that respond their messages in a timely matter. You might have seen the text on a business’ Facebook page under the About Us heading that reads “typically replies within hour/minutes/etc”. Facebook gathers the average response rate and if it’s 75% or higher they will list it on your page. If you respond less frequently it won’t be made known to the public. It’s beneficial to have your response rate and timing listed because customers will know the average time it will take to reach you. Without that information they may not reach out to you.
Using an auto-responder will not only help you manage incoming messages quickly and professionally, but it will also help keep your response rate and time to desirable levels. There are three auto-responder or messaging features Facebook offers: the “Away Message”, the “Instant Reply” and a “Messenger Greeting”. To get to these options, click on the Messages tab on the top left of your page then go to Settings on the top right. It will then take you to a page that gives you the option to enable these messages.
The Away Message (it’s under the “Stay responsive when you can’t get to your computer or phone”) will let your customers know you are away but will get back to them in a timely matter. You can also turn off the chat in this settings page, so you can be away from the chat for as long as 12 hours. This feature will allow you to maintain a rapid response time while still being able to take a break when needed. However, this is a feature you shouldn’t use too frequently because you want to be perceived as an approachable source.
When you are not away from your phone or computer, consider using an Instant Reply auto-responder. A simple message expressing thanks for reaching out and that you’ve received the message will keep a desired response time but also give you the opportunity to look into their issue and craft a correct answer to their issue.
The Messenger Greeting gives you the ability to personalize the first message a customer will see when they pull up the chat box to message you. If used correctly these automated messages should feel like anything but. When crafting the right message, be sure to use personal details like the customer’s first name, your company’s website or your phone number. Just click the “Add Personalization” button to insert these details. The customized message will make your exchange feel more human to your customer, which is something consumers crave in this highly impersonal digital era. And it’s a very effective way to extend your brand’s image.
If your customers are on mobile devices, you should be as well. Be sure to have the Facebook Page Manager downloaded onto your phone. That way you can reach your messages when you are on the go. This is especially helpful for business owners who are not glued to their computer all day.
The Page Manager app is nearly as fully functional as the desktop site. You can schedule posts, go live on Facebook and track analytics. So adding this app to your phone will not only help you respond to comments within a timely manner (we strongly suggest responding within 24 hours) but it will also allow you to post and interact with fans while you are in the field.
Respond as though others are watching
It might be the case that someone might reach out to your business with a negative review or comment over Facebook messenger. It may be because they want to really let loose or it’s a big enough problem they’d like a direct 1-to-1 conversation with nobody else seeing how it’s being handled. But just because it’s not visible to your entire audience doesn’t mean it can never be. Treat every customer as though the conversation was public, keeping in mind that one bad screen shot can go viral.
If someone from your team is in charge of your company’s Facebook page, make sure they are trained to know when to escalate certain comments or concerns. You want to provide your customers with relevant and correct information at all times, and sometimes the person responding doesn’t always know the right answer. As long as you’re transparent and willing to help your customers will appreciate you.
Why bother with Facebook Messenger?
Just as responding to your reviews on Facebook we think it’s vital to respond to private messages quickly and professionally. If you want to establish yourself as a thought leader and leading industry professional merely providing great content may not be enough evidence. You need to back up your expertise with an approachable attitude and helpful responses. Without those elements, you’re losing out on connecting with your customers, which is one of the primary goals and benefits of using social media. Many people, particularly millennials, look for the way in which a company responds to customer issues, complaints and concerns. Unresponsive companies can lose a lot of business, regardless of how talented their staff might be.
If you haven’t figured it out already, social media at its core brings people together to interact and socialize. It’s not just about shouting your message into the internet abyss, it’s also a conversation between you and your audience. Private messages are just another tool with which to communication. If you follow these simple tips, you are well on your way to creating loyalty and strengthening the bond between you and your customers.
Do you struggle to keep up with your Facebook messages and reviews? Does your business need an image overhaul? Call Sara and Rhonda at 610.937.5187 or email firstname.lastname@example.org and the team at C&C can help you manage your reputation and reviews online.
In many ways, Instagram is becoming the most important platform for a non-profit, charity or religious organization. Its continually growing membership of 400 million, plus its visual nature, and ability to reach a user’s intended audience makes it easier to reach your target audience than Facebook and Twitter. To be more specific, your followers will see 100% of your content on Instagram as opposed to on Facebook, with an algorithm that favors advertisers. Twitter’s upcoming update will also make it as hard to reach followers without advertising as it is on Facebook. Here are some key elements that a non-profit should incorporate into their Instagram strategy to engage their followers, break into new audiences, and generate more donations and/or volunteers for their cause.
Create an Instagram strategy
When I work with my non-profit clients, I focus their Instagram content strategy around four pillars:
This is the most effective way to evoke emotions in your audience. Positive stories evoke joy, happiness, and proof that your non-profit’s work is impacting the world. Highlighting the struggles of your cause and who it affects can galvanize your base. Profile a distinguished donor, employee or volunteer and how they’ve impacted your organization. Both the positive and “negative” aspects of storytelling can easily make a post go viral. Storytelling doesn’t always mean a novella-length photo caption, in fact sometimes a photo says much more than a caption ever could. Choose your words and photos wisely.
Building awareness for your cause is often implemented through storytelling, but that is not the only way. Many causes have a day, week or month dedicated to raising awareness and donations. Deadlines, both real and manufactured, are also a way to encourage donors to act. Non-profits should take this time to educate their followers about their cause, those who are affected, and how a person can help donate their money or time to this issue.
Engaging donors, past and potential
Success on Instagram means not only a continuously growing following that you can talk to, but a following that talks back. Instagram has engagement levels that are over fifty times as high as Facebook or Twitter, but you must position your content correctly to obtain these elevated levels of engagement. One way to do that is by using popular hashtags. Hashtags will link potential donors to your content easier. Another way to garner more engagement is to tag other Instagram users in your photos. You can either tag them in the photo caption or the photo directly. Users who are tagged can spread your message simply by liking the photo as well. The explore tab is a mixture of trending tags and photos that are relevant to a user. Tagging donors or volunteers can have your content reach hundreds and even thousands of new people.
Still not getting enough feedback? Ask your followers questions. Interact with the people you follow. The more of the human element you put into your page and persona, the more humans will want to interact with your organization.
As a non-profit, you need to approach donation generation just as a business would treat leads and sales generation. This means that, in conjunction with other three pillars of the Instagram strategy, you also have to employ some subtle sales tactics. Soft selling works much better on Instagram than most other social platforms since the majority of the users are Millennials. When creating a new post always mention how the viewer can donate. If you are taking donations online link your website to your profile’s bio section to take the viewer directly to the donation page. If your donations are from texting out a special code, remember to put that in each and every photo caption. You never know how someone might find your content so remember to list any and all donation channels.
Instagram advertising is still relatively new, but this strategy offers a great opportunity to raise donations through Instagram. If you have previously run ads on Facebook you will find that creating an Instagram ad is very similar, and ads can be created in the Facebook platform. There are a variety of goals you can set and methods of ad delivery, so the choice is up to you on how you advertise and how frequently. A word of advice, start slow and try different delivery methods. A “small” budget is really whatever your organization considers one to be, but I often start my clients off with a $25 dollar ad spend. Once you have tested various methods and audiences you should get a good feel of what is working and what isn’t effective. At that point you can invest more in ads for longer periods.
Final word: It’s all about your audience.
Instagram is not the platform to constantly churn out genius-level content on. Although your cause is no doubt a serious one, many users will not react kindly to cold, donation driven content. Sometimes a post you least expect to resonate can go viral. Listen to your audience. Monitor what they like, and then give them content that they will respond to. That is the key to success on Instagram. Happy posting!
Are you part of a non-profit that needs assistance in creating a digital strategy? Are you in search of an integrated marketing plan that can result in a larger audience, more donations and higher public visibility? Contact me at email@example.com or 610.937.5187 for a free consultation and $100 off your set up fees.
Instagram continues to grow at a fast pace. In a year’s time Instagram has gained over 100 million viewers. Yeah, you read that right – 100 million new followers. I’ve written about Instagram, hosted webinars and participated in social media panels discussing how important Instagram can be in a business’s social media strategy. Over 400 million users is quite the big deal! Still, only about 9% of small businesses use Instagram. So instead of explaining, yet again, how easy it is to use, how to gain followers and how fun the app really is, I’m going to tell you exactly what you want to know: How to get qualified leads and sales from Instagram.
If you are useful, followers will come.
Providing a consistent strategy that is pertinent to the audience you are targeting is paramount to anything else I’m going to tell you. Even before you find leads, you need a following. Gaining a following takes posting content that is appealing, helpful or entertaining on a regular basis. You need to use hashatgs strategically. Above all else, remember to avoid all hard sale tactics. This is not the platform for it and it will decrease your chance of gaining followers greatly.
Along with a consistent, engaging posting strategy remember to stay in tune with your brand’s message and feel. Have a recognizable profile picture that your fans could pick out easily. Create an engaging bio section that is pithy but encompasses your brand.
For the most part your followers will view only your photos in their feed, but this doesn’t mean that you can’t lure them back to your profile page. When you are posting a photo that is sales related, remember to mention “check the link in our bio” and tell them why they will be visiting that link. Many businesses use their bio link to get sign-ups, sell a physical product, promoting a contest or even exclusive content just for their Instagram followers. Exclusive content is generally delivered through a landing page and not on their actual website.
Use trackable links whenever possible. Bit.ly is a site I use regularly for my clients and my own business. Once you create an account, you can create different links for each platform and/or campaign and are able to track each one in one place.
Make followers feel special
As I mentioned previously, offering exclusive content is a great way to get leads. The bio link you have on your profile can take a user to a landing page where they can download a free guide, eBook or any kind of free content. For most people “free” is irresistible. Many are willing to share their email address with those who give them value in return. Giving away free content is a great way to get your audience into your funnel, and once they are on your email list you can upsell with bigger ticket items in the future.
InstaFame through association
Establishing a relationship with an Instagram influencer is a strategy that has gained popularity in the last two years. Before you ink a deal with an influencer, do a little research. Search popular, but relevant to your business, hashtags and search for the top liked photos. Chances are these photos are from popular users. If you think they would be a good fit, reach out to them. Of course this isn’t always the cheapest route, in fact it may cost you thousands of dollars. But if you have money to spend and you’re looking to reach thousands, or even a million new followers this is a great way to do it.
Influencers can be a part of your Instagram plan one of two ways: one when they post your sponsored content on their profile, or when you feature them on your page.
Sometimes just by virtue of your content strategy alone you can attract brand ambassadors. Always check relevant hashtags for your product and people using it. According to Go-Gulf, 78% of consumers make decisions based on what they see on social media so remember to frequently highlight your followers’ positive experiences with your brand. Request to repost their photos to show your other fans what they can expect from your business.
The bottom line
Although I gave many actionable steps towards gaining sales and leads, Instagram is more than just about driving revenue. Brand loyalty, brand perception and lifetime user value are all things your business can’t live without. How you are perceived and the community you foster is of equal importance to the products you sell. Instagram, like any other social platform, is a tool to promote and maintain your brand’s identity. With the right strategy not only will you look good but you’ll make money doing it.
Would you like to learn more about how you can use Instagram to help grow your business? Give us a call at 610.937.5187 or email me at firstname.lastname@example.org. We are here to help!