How To Improve Fan Conversions By 30%- The Social Follow Up

By on May 31, 2013

Have you ever wondered if there are any quick and easy social-hacks that can rapidly improve your conversion ratios? Good news! It’s called the follow up, and it’s being used with massive success by social media managers all over the world. Today, I’m going to teach you this essential trick to improve conversions!

What is a Follow Up?

In old school sales, a follow up was a very valuable method of converting interested parties into buyers, even if cold calls or initial marketing materials didn’t work. Remember when a nice man would call you, offering you a great deal on the latest vacuum cleaner? You hated those calls! In fact, you would tell him you’re not really interested and put down the phone.

Then you would briefly think about the deal, and go on with your life. A week later, the same salesman would call back and remind you who he is. Then, he would offer you an additional discount off the vacuum cleaner. At this point 1) he’s not a stranger anymore, but a real person 2) he has genuinely offered you a good deal.

Nearly everyone in the market for a vacuum cleaner would buy one from this nice man. Following up on ‘almost’ or ‘not interested’ calls rapidly increases conversions. At least 30% of the time, people change their no to yes. Even more people buy from you later on, in their own time. Vacuum sales skyrocket!

This SAME principle can be used in social media, to boost sales and increase communities.

The Good Old Email Follow Up

Emails! I can’t tell you how many spam mails I get in my inbox every day. Then there are those ‘spam’ or ‘cold call’ emails that are well written, polite and worth reading. A new design firm has opened and they are sourcing new clients – great. But do you care or click on their services? Nope. You dismiss the mail immediately. No-one has time for that.

Why do you dismiss the mail?

• You immediately think the email is mass delivered
• You don’t expect to ever hear from them again
• You have no problem being ‘rude’ to a spambot

But what happens if you receive a mail from the same person – 3 days later? The mail says something along the lines of, “Hi, my name is X, I sent you a mail 3 days ago asking if you were interested in one of our services. You haven’t responded to me, so I thought I would drop you a line.” Suddenly, your perspective changes.

• Maybe there is someone EXPECTING a reply
• You could actually hear from this person again
• You know they are real, and most people won’t be rude to a real person

Out of pure etiquette, many, many more people will respond – refusing the service, or taking the business more seriously by checking out their website. Either way, you’ve won. They’ve entered your social sales funnel. One day, they will be buyers.

The Twitter Follow Up

Twitter! There are so many tweets every day, I barely get a chance to read the ones from people I know, never mind the direct messages from people I don’t know. But I ALWAYS pay special attention to people that bother to ‘follow up’ on the initial introduction.

The second direct message I receive from someone could be important, I nearly always click that link. Most people do. This is because it’s human nature to notice faces that keep popping up trying to get your attention. With the right pitch, I will click your link and I will join your other social pages, or sign up to your email list.

That SECOND follow up tweet is way more effective than the first. It proves that you’re real, that you want to actually interact, and that you have something to offer me. Many marketers even incentivize the second interaction to seal the deal.

SIDE NOTE: How do you differentiate your tweets from the ones above and below you in the hashtag feed? Spacing of course! Twitter now allows line spaces between your words, which means that your tweets can be bigger than other people’s tweets. Add a space line between your text, and you’ll get higher conversions and retweets.

Facebook Direct Name Follow Ups

Facebook! It can be very tough getting fans to engage. Unless you ask them to engage by name! But even then, many fans are shy. Some will respond, out of sheer flattery – others will see it as a marketing tactic and ignore it. To fix this little issue, use the good old ‘follow up’ question.

Adding their name again in the comment area on a Facebook post, will almost certainly lead to a response of some kind. Remember that the more these fans interact with your brand, the more of your deals and marketing materials they will see in their newsfeed.

Likes are great, but comments are the winner. There is no better way to improve comments on your page, than speaking directly to your fans and using the follow up to make sure everyone participates.

To be honest, this little social-hack is the easiest thing under the sun – but it needs to be done tactfully and tastefully. Never harass your fans or repeatedly ask the same people for responses. The second time is the last time, that’s the rule.

You can use the ‘follow up’ method on Pinterest, Google+ – anywhere you have trouble getting fans to engage. Discussion is the goal for any social media post. Right now, you are used to getting a few opinions from different people. True success will come when fans are chatting to you and to other fans about your post, ON THEIR OWN.

I bet you can’t wait to try it!

Choose your follow up, do it, then come back here and let me know how it went!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!