Ever since their inception, it became very clear that social media platforms will serve as a powerful public forum and platform for launching an effective marketing campaign.
With more than 3.5 billion active users in 2022, this situation remained pretty much unchanged to this very date, and even the websites like Facebook which are now past their prime host more than 50 million small businesses trying to connect with their customers.
What changed in the meantime, however, is the way we connect to clients and overall marketing priorities. In this day and age, brands have moved past rudimental paid ads and similar marketing campaigns and put much greater emphasis on factors like brand reach and customer experience. Let us take a look then a how social media factors into this new narrative.
Use social media to get a better understanding of your customers.
Social media websites are not only a great platform for implementing your marketing campaigns. The customers interacting with these websites leave tons of useful content that can help us reach a much better understanding of their habits, interests, customer journeys, and other critical information.
What makes this situation even better is that these insights are not limited strictly to hard-to-process chunks of AI-generated data but also come in form of spontaneous, face-to-face feedback through a variety of available channels. Your goal should be to leverage these resources to the fullest extent.
Try to make your brand more humanized and approachable.
Speaking of informal social media chatter, your followers should always feel comfortable engaging in this type of conversation and expressing their opinions and grievances. There is no way you will be able to achieve this level of confidence if you rely solely on AI responses and uniform corporate answers.
Your goal, therefore, should be to make your brand humanized and approachable and always give your followers the impression that they are talking with a real human being. Keeping a small database that will give your staff some insight into clients’ interests and backgrounds will make this job much simpler.
Play to the tune of the local audiences.
Once again, your goal should be to avoid appearing too formal, corporate, and uniform. If you want to keep your customer experience at the optimal level, one-size-fits-all simply won’t cut it. One of the simplest solutions to this problem can be found in relying on local talent to run your local ventures.
So, if you are, for instance, expanding to Australia, you should look for a local social media agency in Sydney or some other city. These professionals will provide you with rich insight into local sensibilities, lingo, market tendencies, and all other factors that make CE more authentic.
Publish engaging and relatable content.
Improving your customer experience and brand reach will be made much easier if you have some resources that will keep them coming for more. In the case of social media, this critical asset can be most easily found in engaging, relatable, and relevant content. While you are putting together these materials, you should always keep in mind that your goal should be transforming your brand from a service provider to an authoritative knowledge source that serves as a gathering place for all people interested in your industry. Laying out these foundations will make all subsequent efforts far easier.
Connect with customers on a more personal level.
Everyone likes to feel noticed and valued. It shouldn’t come off as a surprise then that 80% of present-day consumers would feel more inclined to do business with a company if it offers a more personalized experience. Social media can be used to this extent in two ways. First, you should tailor communication and the outreach content to individual clients or groups of talents. Second, you can invite your followers to publish their experiences, thoughts, and user-generated content and then share them on your profiles. Both these methods can engage with your audience on a very personal level.
Take a proactive approach to customer experience.
In other words, you should do your best to avoid knee-jerk crisis response reactions. Social media is a landscape where you have plenty of opportunities to show gratitude to your clients and openly discuss pending issues before they blow out of proportion. Handling problems in such issues will make your brand appear responsible and proactive. Waiting for users to publicly express dissatisfaction while you are turning your head the other way around will create exactly the opposite effect. So don’t be afraid to acknowledge issues and even give the users an insight into the processes you use to address them.
We hope this short breakdown gave you a general idea about the strategies you can use to make your social foothold a powerful tool for improving client experience and the reach of your brand. As we have mentioned in the introduction, the marketing arena is changing with each passing day. So, the days when social media websites were used strictly for promotion and one-way communication are long gone. With enough care and effort, you can use this powerful asset to form something far more effective.
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