Pat Flynn of Smart Passive Income gave a crazy good keynote presentation at Social Media Marketing World. His focus was to move your fans into the superfan status.
Flynn’s main message in my mind was to treat our current fans awesome and everything else will work out. Because, your raving fans will invest in you, protect you, and market for you. I encourage you to check out his YouTube channel to better understand what he has to offer. I am certainly a fan.
Engagement Funnel
He talked about the engagement funnel as opposed to the marketing funnel.
In the engagement funnel, you are moving your audience through four different layers:
This has a different mindset compared to the squeeze funnel of
The goal is to keep building your audience up. You do this by engaging with them and being human. Do not treat them as a number but each as an individual. Put some personality into your brand.
Rather than market B2B or B2C, you need to market P2P. P2P is person to person. Chris Ducker talks about this in his book Rise of the Youpreneur.
Flynn stressed being friends first. Help your friends out, give freely and willingly. People will remember their friends.
“If you want to change a person’s life, start by changing their day first.” ~ Pat Flynn
Give them a small quick win. They will appreciate you helping them.
Customer for Life
Flynn offered tips for developing a customer for life:
- Give them attention
- Make them feel like they belong
- Give them a reason to root for you
He provided examples of how different companies are doing this. For example, Matt at ConvertKit has reduced churn with personal messages using https://www.bonjoro.com/
Lego went from $800 million in debt to be worth $150 billion by highlighting their fan’s user-generated content. They encourage fans to share what they have created. They have special meetups. They also let fans vote up and down user-generated designs.
Superfan
Things to do for raving fans
- Give factory tours to special fans
- Share inside knowledge
- Show behind the scenes
Create a memorable moment by surprise. During the presentation, he gave concert tickets to a fan.
Have you earned a fan today?
This was one of the best keynote presentations I have seen. I am a huge fan of what Pat Flynn has done and how he does it. A lot can be learned from his example.
Additional Reading
- #SMMW18: From Fans to Friends: How to Create a Loyal Community to Facebook Live
- Case Study: Gilmer Dairy Farm
- Pat Flynn and Bryan Harris Talk About Growing Your Email List
- Book Review: Will It Fly?
- Book Review: Rise of the Youpreneur: The Definitive Guide to Becoming the Go-to Leader in Your Industry and Building a Future-Proof Business