Remember when we talked about transitioning your SocialToaster program from short-term to long-term? And we said, “Everyone that joined during the contest is there, ready to be utilized as your promotional army for as long as you want!” Well it’s time to utilize!
We know you’re thinking, “Umm, so how do I utilize my fans and where do I even start?” Let’s start with using your audience to drive even more people into the program! Below we’ve got not one, but three ways (or starting points) to leverage your existing audience to do just that.
Don’t you wish you could clone your fans because they are so awesome? Well you can...kind of.
You can create a lookalike audience on Facebook (and other digital marketing platforms), which is a way to find users who are so similar to your existing fans (not creepy at all) that they are super motivated and more likely to join your program. In essence, creating a lookalike audience is pretty much using your #basic Facebook targeting and taking it to the next level, without wasting a lot of time.
Your lookalike audience is created based on the fan list you upload, so you know they’re already interested in brands similar to yours. Running targeted ads towards this audience means showing your message to people that have a higher propensity to engage - and if creating these audience and running social media buys aren’t your thing, we’re here to help! SocialToaster’s media buying team uses all sorts of advanced tricks and techniques to get users to join your program.
Recruiting new users into your program is the equivalent to giving it new life. Have you seen NASA’s latest recruitment efforts? Users (and often times programs) have life stages and as they go through them, things cha-cha-cha-change. You know like when your friend goes from one boy diet to the next because she’s more mature? Interests, and people, change. Because of these inevitable and unpredictable life changes, so your program should be focused on building your fan army and adding new blood to keep it fresh.
When it comes to recruitment, you also don’t have to do all of the work yourself. Influencer marketing is a beautiful thing. Help your (elite) ambassadors help you and make them a part of your recruitment team by having them spread brand awareness, focus on media outreach, and recruit others into your program. One of our clients has a Street Team and fans, or members of the team, feel as though they are a part of the team and work for the client, which is super important to millennials and Gen-Z. The Street Team creates an online presence for the brand and corrals other to join in.
When it comes to your SocialToaster program, the more the merrier. (Please refer to above for explanation on why recruitment is key). So why not hold a special contest geared around recruitment? With a recruitment contest, your Superfan army (aka the users who are already a part of your SocialToaster program) can earn points or win cool prizes for bringing in 5 or 10 of their friends to join the party. Your program grows and your users win big. That’s what it’s all about with SocialToaster. See the win-win here?
Now, we want you! Just kidding but are you ready to get to know your audience better so they can be leveraged? Let’s talk and work together on that.