Using social media to improve customer experience, communication, and sales
Every successful digital marketing strategy features six key elements. Your plan should include an engaging website, search engine optimization, social media marketing, email marketing, content marketing, and pay-per-click. With the right plan, you can build an online community to increase brand awareness and demonstrate your commitment to a positive experience on each step of the customer journey.
Over the course of the next few weeks, we will dig deeper into each of these areas, beginning with three reasons your small business or nonprofit should be on social media.
Reason No. 1: Social media allows you to better know your customers.
By the end of 2020, customer experience is expected to outstrip price and product as the key brand differentiator, according to a Walker study, Customers 2020: A Progress Report — More Insight for a New Decade. The first step in giving your customers a positive experience is to get to know them. Outside of face-to-face interaction, social media may be the best way to learn how you can better serve your customers.
Social media is a great customer service tool, but you should only approach it with organization and planning. It is not enough to create a social media profile with irregular posting. A content calendar can help you plan a variety of post types and keep your company top of mind. Through contests, you can build momentum for a product or service and even gather user-generated content (UGC) to engage with your followers.
Reason No. 2: Social media remains a valuable communication tool for brand awareness and reputation management.
Do your customers know what sets you apart from your competitors? Social media is a powerful communication tool to share your differentiators and humanize your brand. Your most loyal customers will amplify your messages if you give them great content. Work with your creative team to brainstorm your messaging map and sprinkle in links to relevant articles. Make sure to use a variety of post types — photos, graphics, recorded and live videos, article links, and more.
Through social media, you can respond to concerns in a way that demonstrates your commitment to a positive customer experience. You will also show others how you are keeping customers satisfied. Your response (or lack of one) to concerns could determine whether the customer will return to your brand.
Reason No. 3: Finding customers on social media has a direct impact on sales.
Social media is helpful for measuring public perception of your brand and interacting with your customers. You can also reach more people than you ever dreamed possible. You do not need to be on every channel all the time. Determine which one or two social media platforms have the best engagement and focus the majority of your efforts there while keeping a consistent presence on a few secondary channels.
Paired with an engaging and intuitive website, your social media can help you expand your reach while amplifying your brand through peer-to-peer marketing.
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