Social media marketing is an affordable way to expand your reach. But to be effective, you need to put the customer experience first.
It’s no secret that we’re all obsessed with social media. We’re on our phones checking to see what everyone’s up to, who’s saying what, and what the latest trends are. Businesses are jumping on the social media bandwagon now too, finally understanding the benefits of putting the customer experience first. Having a presence on social media is an affordable and effective way for companies to expand their reach. We’re going to break down how each social media site can help benefit your business’ customer experience strategy in 2018.
Facebook, essentially, is an interactive knowledge base. Customers can like pages where they can find all the help they need regarding your products and services, eliminating the need to call or go to the store in person. With more than 2 billion users worldwide, this is the biggest and best place to reach social media users. Most of your customers are probably spending time on Facebook, too, so if your business doesn’t have a Facebook page, start by creating one. Next, play an active role in the community. Respond to all comments — good and bad. You can even use your Facebook page to showcase events your business is taking part in or running. Finally, don’t ignore certain demographics. With so many potential customers using Facebook already, the last thing you want to do is alienate anyone unnecessarily.
Instagram is like Facebook for those with smaller attention spans; however, this does not mean businesses should avoid reaching out to customers on this platform. One thing businesses can do on Instagram is develop a theme with your content showcasing all your products. One way to create this theme is by deciding what kind of pictures you want to take. They can be sociable, natural, staged, or filtered. Then think of hashtags that represents your brand and your followers can get behind and spread. Finally, be clear about how your followers should contact you. Provide links, a number, or an email in your bio.
It doesn’t seem like Twitter would be useful in any way shape or form, even with the recent character-limit increase, but people love it for quick updates and interactions with other followers — including businesses. Because Twitter is so fast-paced, the key to providing valuable customer experience is by responding to your followers quickly. The character limit makes things difficult, but limitations can also be freeing. Use pictures, gifs, and ironic hashtags to connect with everyone. Again, provide followers with links to contact your business directly.
Getting the opportunity to hear directly from other professionals is a great way for businesses to look at what they’re doing and determine whether or not they’re on the right track. There’s also less of a chance that LinkedIn users run into questionable and downright bizarre opinions often found on other platforms. Be proactive about customer experience by organizing networking events. These events are amazing ways to showcase to the public what your business does, and they allow you to connect with other businesses, to see what they’re doing and how you can improve upon it.
Pinterest is a female- and millennial-dominated platform similar to Instagram in that pictures are the focus. It turns out that Pinterest is one of the most up-and-coming social media platforms businesses are using to improve customer experience. Emphasizing the visual aspects of your business is a great way to connect with customers who don’t want to spend too much time looking at products. Look at what your customers are pinning and re-pinning to learn more about what they want and how your business can work for them.
The Importance of Omnichannel Support
Using more than one social media platform to reach out to customers is a natural omnichannel strategy business can take advantage of. Omnichannel strategies differ from multichannel in the sense that each channel is working together to provide the best possible customer experience. One example of this is posting a picture of your product on Instagram, including a link to your website for the customer to buy the product, all while automatically uploading the post to Facebook and Twitter where more followers can view the post. This lets your business cover all possible grounds.
How to Demonstrate Social Responsibility
Corporate Social Responsibility (CSR) plays a significant role in today’s trust economy. Customers don’t trust businesses; it’s that simple. Businesses are finally recognizing this and are becoming more customer-focused — meaning they’re letting the customer tell them how they should do business instead of the reverse. For example, businesses can offer customers products that are specifically made in America, if that’s what they want, or offer all-natural products. Use social media as your primary source of inspiration. People use social media to connect to each other and see what’s going on in each other’s lives. Businesses have a unique opportunity to connect with their customers on a personal level. In today’s trust economy, the customer experience has to come first. Reuben Yonatan is the founder and CEO of GetVoIP, trusted VoIP comparison resources that help companies understand and choose a business communication solution for their specific needs. With a 10-year track record in building, growing and strategically shaping operational functionality in all his ventures, Reuben helps small business owners align strategy with culture and improve overall company infrastructure.