From 0 to 27,000 Fans: 6 Ways To Engage Followers On Facebook by Dawn Papandrea, Freelance Editor, Writer, Content Specialist, Freelance Services

These proven tips provide easy and fun ways to help you attract more customers on Facebook ... and keep them coming back. When Cory Schifter, owner of Casale Jewelers in Staten Island, New York, took over his family-owned business a few years ago, he wanted to create buzz and excitement about the store. He tried placing ads in local papers, but nobody came in as a result. That’s when he developed a company Facebook page and invited everyone he knew to “like” it.

“It was a challenge at first to get people to the page,” Schifter says. But when he launched his first “Race for the Ring” contest, in which the couple with the most votes would win a $10,000 engagement ring, the page exploded. As couples begged their friends and families to vote (after liking his page, of course), suddenly all of Staten Island was seeing Casale Jewelers pop up in their feed.

Fast forward to present day, and Casale Jewelers has close to 27,000 fans. He also was last year’s winner in the nationwide “Big Break” contest from American Express, which was based on garnering the most Facebook votes.

Through trial and error, Schifter has learned how to engage customers, build an online community and become top of mind for locals who want to purchase jewelry. While contests and giveaways have given him big boosts, it’s the daily exchanges that have really paid off, he says. From jewelry cleaning tips to sharing photos of newly engaged couples to product spotlights, Schifter posts every day, and responds to comments in a timely manner.

Keeping new followers engaged over time after the initial capture is the true test, however. Let's take a closer look at how Schifter did it.

Provide incentives. While small businesses rarely have the time and resources available to dedicate to full-blown social marketing strategies (or $10,000 ring giveaways), there is still a significant opportunity to grow your following and boost sales on Facebook with coupons and discounts, says Aaron Everson, COO & president of Shoutlet, a social media management company. “Incentivizing consumers via Facebook with an offer like $5 off a weekend purchase is a great way to encourage likes and shares, as well as build customer loyalty.”

Do good. After his “Big Break” win, Schifter decided to ask for votes once again, only this time he asked fans to choose which three local charities would receive $1,000 donations from Casale. He decided to repeat the contest again this year (as part of his ongoing commitment to giving back to his community), and says in just three days, he’s gained 1,000 new fans.

Be part of a movement. You’ve probably seen companies create special posts and promotions for everything from Veterans Day to the Super Bowl. The upcoming Small Business Saturday initiative, which encourages shoppers to support small businesses the day after Black Friday, is the perfect opportunity for local businesses to be a part of a larger conversation, Everson says. Last year, Schifter used the “Shop Small” Facebook tools and shared facts about small businesses in the days leading up to the shopping event. “Our business was up over 200 percent from the 2011 Small Business Saturday to 2012,” he says.

Post regularly, and give fans something to look forward to. Latch on to the “throwback Thursday” trend or find a funny meme to share, and make entertaining posts work for you. “It takes some time to build and maintain a consistent social strategy,” says Antonia Genov, social media professional with Clearpoint Agency, which manages Facebook accounts for small- to mid-size companies. “Posts like 'caption the image' or 'finish the sentence' usually generate tons of engagement, and reach three times more than a regular post. It’s worth a try,” she says.

Get your fans involved. Take a page out of Dunkin’ Donuts’ Fan of the Week promotion, and put your customers in the spotlight. “Many times, it may seem hard to come up with content on our own, but remember that social media is a dialogue and you can let your customers participate more and drive the conversation,” Genov says. Stay on top of comments, and respond. If your customers connect with you, they will feel appreciated if they get a reply from you as well.

Captivate with your cover photo. Your main image is the first thing your audience will see, and can help them decide whether they want to stick around and explore your page, or leave, says Ingrid Kibler, social media account supervisor for HCK2 Partners, a public relations agency. “Your photo should be relevant to your business, have strong branding elements, and easily identify with your audience,” she recommends. If possible, switch out cover photos at least every quarter to keep things fresh.

Developing a legion of fans on Facebook will take time and persistence, but it is doable even for smaller establishments. Think of it as amplifying the friendly conversation you’d have at the register, and bringing it to a larger online forum. Be friendly, consistent and customer-driven on Facebook, and your customers will “like” you for years to come.

Dawn Papandrea is a freelance writer, blogger, editor and content marketing writer specializing in personal finance, parenting, women's lifestyle, careers, higher education and more.

5 Ways to Give Your Brand Personality by Angela Stringfellow, Consultant, SeniorHomes.com

If you spend hours on marketing efforts, only to find you're not connecting with customers, it might be time to pump up your brand's personality.

Does your brand have a personality? If your customers were asked to describe your business, would they include human traits as a part of that description? 

If not, you’re missing an important component of branding, and you’re also failing to make a deep connection with your audience. But how can you bring life and personality into your brand? Here are five easy-to-apply ways to give your brand a shot of personality:

1. Understand Your Identity And Beliefs

“People connect to the people and things they believe in,” says Detavio Samuels, president of marketing agency GlobalHue-Detroit and author of Exist No More: The Art of Squeezing the Most Out of Life. “So, as a brand, you are either connecting based on showcasing a similar belief system or you are providing them with new beliefs based on a better future they choose to embrace.”

The first step is figuring out your own beliefs. “Once that's achieved, then it's simply about finding innovative ways to bring that belief system to life,” Samuels says. “Apple believes in the notion of simplicity in design, so their products are designed to be as intuitive and efficient as possible.”

2. Give Back To Society

Solutions by Scott & Company, a professional organizing company, established a brand personality by having a passion for giving and then demonstrating it through volunteerism and other social efforts. Scott Roewer, the company's founder and chief organizer, traveled to Haiti in 2011 and 2012 to distribute shoes to orphans and earthquake victims with an organization called Soles4Souls, and his team regularly participates in charity drives and other events to support those in need.

“Our clients know we care more about the world than just making the next dollar or organizing the next home,” Roewer says. “All businesses should be adding value to their clients in goods and services, but also adding value to the world.”

3. Show Off Your Team

You’ve spent a lot of time carefully screening candidates and forming a team that, collectively, is a powerhouse. The success of your company is largely dependent on the success of each individual, so why not let them shine?

“People do business with people, not companies. Humanize your brand by making your employees visible. Include staff photos on your website, blog and social media channels, and use them in your videos and marketing materials,” suggests Jason Robbins, CEO of ePromos Promotional Products. “Your brand personality naturally emerges when you bring your employees to the forefront.” This also emphasizes the importance of hiring not just for a resume but for a cultural fit.

4. Use Storytelling

It’s difficult to create a personal connection with customers with a list of features and bland statements. “Brands often get sidetracked by bullet points, facts and the end result. Instead, we need to remember that audiences react to emotions, and to accept or refuse a statement, humans need to be told a ‘story’ so they can rationalize and understand emotions,” explains Gabrielle Boko, executive vice president of marketing at business management software firm Sage North America.

Over time, consumers start to associate your brand imagery with the same emotions you create through storytelling. If they evoke positive emotions, those subconscious associations make them feel good about your company—and everyone wants to do business with companies that make them feel good.

5. BE CONSISTENT

Thriveworks, a counseling and life coaching business, started out with a consistent visual—a couch—that would appear across all its marketing collateral. But the real magic happened when the company created its own mobile app that allowed clients to record sessions and take notes, offering it free to clients. The app’s casual name, Therapy Buddy, solidified the brand’s identity as fun, friendly and helpful.

“The lesson we learned is that we can have bright colors, a fun logo and a nice website, but our brand wouldn't have a personality unless it was engaging and actually provided a tangible use for [people] who aren't our clients yet,” says Jon Negroni, public relations specialist for Thriveworks.

“Consistency is key," Negroni explains. "You can come up with countless ideas that are creative and will capture the attention of your audience, but if they don't connect well with what your brand literally is, people will miss the message that would've resonated with them. They'll just forget.”

There are a lot of tools at your disposal to help you solidify a positive brand personality for your business. Make sure that everything you do is in line with your beliefs and goals, from making the right hiring decisions to delivering value to your customers. If you lose sight of your identity, your customers will, too.

Angela Stringfellow is a freelance writer, social media strategist and a complete content marketing junkie obsessed with all things Web, marketing and the written word.

Photo: Getty Images