Unfortunately, there is no single surefire formula to hit success when it comes to keeping your fan base's loyalty intact because what works for one person may not work for others. It all really depends on your niche/genre. Not to lose heart, though, because this doesn't mean that there are no ways to find out.
People nowadays have short attention span. Posting ludicrously long messages on your fan page wall or sending them two-page marketing emails won't work for most, and actually they may even see you coming across as spammy and very salesman-like - which, realistically speaking, even you yourself don't like. Put yourself in your audience's shoes, do you like receiving sales letters - long or short? Do you like seeing five-sentence long postings on your Facebook news feed? Do you like reading "BUY MY BOOK *bit.ly#blahblah*" posts every hour from the same person everyday? I bet the answer is a resounding "no". So, don't. For heaven's sake, just don't or you'll just see the early demise of your fan page.
A lot of us miss the one most important thing when it comes to marketing and that is building relationships. You know, gone were the days of sales letters and impersonal advertisement blurbs. These days it is all about letting your personality shine through. It is all about engaging your fan base like batshit crazy!
Here are 9 ways you can keep your audience engaged on your fan page:
1. Show your audience that you are just as human as everyone else, occasionally post personal pictures - a snapshot of your dog sleeping under the Christmas tree, of a meal you prepared for your family, of you frolicking on the beach or of you and your children/grandchildren being silly. Anything, anything that would give them a face behind the name.
2. Share your life's little joys. Maybe you snagged a really great cashmere sweater at the dollar shop or found a quaint cafe' that serves wonderful croissants, share it on your fan page. Let them know how ecstatic you are about your discovery and then ask them what made them happy today?
3. Crowd-source when you are running out of ideas. Ask your audience for suggestions on character names, book ideas or a cover theme. As a reward, you can mention their name in the acknowledgment page of your book, send them a signed copy or maybe give them a free digital copy. Whatever works. Coupons are not bad as well.
4. Ask them to share their thoughts about your book on your page. Let them know that you are open to criticisms and would love to hear even the sordid details so that you could improve your next one.
5. Post infographic materials like this or this or other really funny ones. Yes, go and get a Pinterest account so you'd know what I mean and then, follow me :).
6. Be Ms. Congeniality. You've been sharing things about you, your life's little joys, family pictures, holiday photos, your favorite writing spots and even your craziest thoughts. Now it's time to get to know your audience. Talk to them. Ask them questions, they don't have to be really personal questions but they have to be smart questions that would make them respond to you. Find that one or two or five fans that you think really likes you and spend a little time chatting with them, getting to know them and be friends with them.
7. It is okay to post some rants once in a while, but please, have mercy on us, don't make it a habit otherwise we would be hitting the hide or unlike button faster than lightning. We all go through crap everyday and the last thing we want after a really trying day at work is to log on to Facebook and read rantings from our friends. I mean, hey, it's a "social" network site, isn't it? Being the bearer of negative vibes isn't really socializing.
8. Create a rewards system on your page. Set benchmarks and once that benchmark is reached, reward your fans. For example, give away 2 $50 Amazon Kindle gift cards when you reach 500 Likes. A free book copy when you hit 1000 Likes and so on.
9. Be an authority in your niche or genre. Post some tips, resource links and materials for your author/writer followers. Be helpful, be sympathetic, be a friend.
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