Today’s consumers base their perception of a brand on the meaningful moments they have with it. Importantly, those moments don’t just happen at the checkout page, or on the service line. Social media has emerged as a crucial touchpoint in building customer relationships.
When used correctly, your social channels are more than just a way to respond to complaints. They’re how you build lasting connections and brand loyalty.
Brands have only just begun to unlock the full power of social. Channels like Instagram, Facebook and Twitter aren’t just for promotion. They can also be a way to connect with your customers.
Research has shown that building customer relationships on social media has helped brands to improve their bottom line objective. When consumers felt connected to brands, more than half increased their spending with that company.
So, how do you start developing these rich relationships?
1.Researching Before Creating Content: Building customer relationships is all about delivering value to your followers.If you can provide helpful, informative or even entertaining content, people will want to connect with you. Unfortunately, there are still many brands out there that take the “what’s in it for me” approach to social.
Researching give you an overview of what your audience is talking about online. From there, you can collect keywords, ideas, and inspiration to generate meaningful material on social.
2. Personalize conversations: Social media is an intimate way to connect with your customers. It’s where your followers also interact with friends and family members. People expect their discussions with brands to be just as comfortable as a message to a friend. For brands building connections on social media, it makes sense to embrace personalization.
3. Show your human side: Social media is a place where people can showcase their style and tone of voice. Since human beings connect with other humans, not just faceless corporations, it’s important to give your company a heart.
There are plenty of ways to show off your human side when building customer relationships on social media and Espact has mastered the perfect ways to help different brands achieve this.
Another great way to show your human side is through video. Video is a direct insight into your team, and people. With streaming features like Facebook Live and Instagram Live, you can even deliver an unfiltered view of your company.
4. Reward your customers:
One great way to reward people is with competitions and contests. Run an Instagram campaign that asks people to vote on their favorite product through a Stories poll. Try a Facebook contest where customers can share photos that also highlight your products. Not only will you generate buzz around your brand, but you might learn something too. You can even use competitions to expand your brand reach, by asking people to tag a friend for a chance to win.
5. Embrace user generated content: Finally, when it comes to building customer relationships, there are few things more important than respect. If you want your consumers to be loyal to you, then you need them to see that you value their opinion. Perhaps the easiest way to do this is with user-generated content which tells your followers that you take their views and ideas into account when building your brand.