What question does Team FB hear the most?
How do I build a fan base?
We see entertainers doing all sorts of crazy things to get more fans. The frustrating part is that there are so many misconceptions about building a fan base – so we’ve put together a list of 13 ways to NOT build a fan base. Need us to simplify? Stop doing these things!
DON’T #1 – Rarely send emails, and send them inconsistently, too.
Get caught up in the fear of not bothering your fan base and you could end up at the other end of the spectrum – never sending emails. Remember: fans joined your list because they wanted to hear from you.
What you should do: Send frequent and consistent emails to maintain engagement with your fan base.
DON’T #2 – Target broadly.
Finding a huge group of people to share your content with might seem like a big opportunity, but are they actually interested?
What you should do: Don’t market yourself to the biggest demographic, market to the most accurate one that represents your ideal fan. It can help to make a list of your fans – what they like, what they do – to identify with demographics you should be marketing to.
DON’T #3 – Have identical content on every social channel.
There are a lot of social networks now (and ask yourself, do I need to be on all of them?) and linking them together or reposting the same content will save time, but it can bore your fans and keep them from following on multiple networks.
What you should do: Vary your content so fans see value in following on multiple social channels. Different channels prioritize different content – your style on Twitter won’t be the same on Instagram – and a diverse fanbase will have the choice to connect through whichever channel appeals to them.
DON’T #4 – Never say hi.
Don’t ignore potential fans. Join conversations around similar content.
What you should do: Reach out and communicate with fans. Let them feel like you’re accessible. Follow trending topics on Twitter and search for conversations around content with existing fan bases like the one you’re trying to build.
DON’T #5 – …or thanks!
Common courtesy goes a long way. If a fan tweets or posts something nice, surprise them with a response!
What you should do: If a fan is sharing your pages or saying nice things, let them know that they’re appreciated.
DON’T #6 – Don’t listen.
If you don’t listen to your fans, you can keep doing #4 and #5. The internet is a noisy place, but there is so much to learn from hearing your fans.
What you should do: Follow your name on Twitter and subscribe to Google alerts. You want to keep track of your brand online. This will help you identify fans that are most actively supporting you, too.
DON’T #7 – Act like a robot/Talk like a robot.
Hello. I have a new ____. Please buy this. It is great.
What you should do: Be genuine and use your natural voice. Write posts and emails the way you’d speak normally. Fans will connect with a “real person.”
DON’T #8 – Send emails to strangers.
Having a huge fan list feels pretty good. You can send emails to so many people! Except…who are they? Where’d they come from? Are they actually interested in your content?
What you should do: Only use an opt-in list. Emailing those who never showed interest in your list is broad and ineffective. This strategy is only good for making enemies!
DON’T #9 – Never change your content.
“Set it and forget it” works for products sold on infomercials, but your content can’t be ignored.
What you should do: Give fans a reason to come back to your pages by switching up your content periodically, whether it’s changing out an exclusive offer, updating the audio/video content for streaming, or adding a different free download.
DON’T #10 – Let fans figure out how to join your email list on their own.
Are you putting a signup form on one hard-to-find page of your website or worse, completely forgetting a signup form altogether? Fans shouldn’t need a map and compass just to find their way to your email list.
What you should do: Not only should signup forms be on all of your sites, they should also be in easy to find locations. If a fan can’t sign up for a fan list on your homepage, they probably won’t go hunting for a place to do so.
DON’T #11 – Use the same copy repeatedly.
Just because it’s easy doesn’t mean it’s the best way to get more fans. Don’t post the same exact tweet or Facebook status three times a day.
What you should do: Don’t send the same tweets over and over and over and over. It’s fine to repeat occasionally, but sending out the same content seems like spam and rejects fan engagement. See #3 and #7.
DON’T #12 – Don’t promote yourself.
Selling to fans is hard, but abstaining completely from self-promotion keeps fans in the dark about purchases. Your fans wouldn’t be fans if they weren’t interested in your product!
What you should do: You shouldn’t only talk about yourself, or the things you have for sale, but it’s important to strategically sell to fans. Balance your content by aiming to have one “sales” post for every three discussion/content posts.
DON’T #13 – Be on every social network.
Which is better: A lousy presence on every single social network, or a great one on a select few?
What you should do: Go where your fans are. Facebook and Twitter are popular enough to be essential for all marketers, but don’t rush onto Pinterest or Instagram or Soundcloud just because they are frequently talked about if your target fanbase isn’t hanging out on these channels.
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