From Facebook and Instagram to LinkedIn and Twitter, social media platforms create new avenues for businesses to reach their audience and run innovative campaigns. Most significantly, they empower brands to actively engage targeted customer segments.
Still, to reap these rewards, being active on social media is not enough. Brands have to understand the trends that will connect better with their customers and strategise accordingly.
So, how can you take advantage of social media to improve customer experience and brand reach? Here's our tips on how to do just that.
Online platforms give businesses key insights to show you what works and what doesn’t. To learn from these insights, join the prevalent trends, connect with customers on a more personal level, and conduct research to gain a better understanding.
By coordinating your social activity when your audience is usually online, you can increase engagement and promote brand recall.
Take polls, encourage customer engagement, and create conversations to learn what truly matters to your customers. This will help you discover their preferences and identify parallel marketing avenues to expand your reach.
The insights will also guide the creation of more targeted campaigns and marketing efforts as you recognise topics that gain the most traction.
Your online presence directly contributes to brand building and increasing awareness. Be cautious to not go overboard with marketing and instead create a beneficial balance of information and offers.
Aim to provide value with every post you share, ask questions, give answers, and develop a brand personality that resonates to build a strong reputation.
Making for yet another critical customer touchpoint, social platforms close in on the gap between customers and brands. That’s why it’s essential to uphold a customer-first approach.
You should aim to actively respond and engage, as well as resolve queries and concerns. Doing so can reduce costs, increase retention, and enhance customer experiences.
It’s easier for customers to connect with brands when the content appears more personal. Leverage the insights you gain to generate targeted messaging that fit your ideal customer persona.
Spread customer stories and experiences for a more tailored experience, and create a brand that goes beyond its social presence.
Flaunt your company culture by focusing on the people behind your brand. Appreciate your employees and recognise their contributions. This allows customers to put a face to the company and strike authentic connections.
The world is online – including your competitors. Keep an eye on what they are doing, observe their strategy, new launches, and more to develop your own counter-strategy and stand out.
In a world driven by customer experiences, you aren’t just competing against industry benchmarks, but against experiences delivered by the best brands across the globe.
You can’t upgrade your strategy if you don’t know the pain-points. That’s why customer experience management connects you with your audience to understand prevalent perceptions. Send out surveys on social media to expand reach, take polls, and capture audience attention.
Social listening and ticketing tools can also help you identify certain traits amongst your target audience, such as common concerns, trending topics, and user behaviour. Armed with this knowledge, you can proactively respond to it all!
Show prospective and loyal customers that you care by highlighting the concerns you have solved, reinforcing the customer-first approach your business takes.
In the era of customer feedback and word of mouth publicity, showing how valued your customers are is very important. Highlighting the excellent experience you deliver to your customers has the power to become your brand's USP.
Be where your customers are, i.e. be everywhere! Successful brands are present across all channels to connect with their wide range of audience segments. This makes it easy for customers to get in touch with your brand, alert you to hiccups in the current CX journey, and discover more about what you have to offer.
In turn, you need to ensure that you deliver consistent customer experiences across all platforms for optimum satisfaction.
In the age of instant gratification, customers expect brands to be available around the clock. This is especially so with social media as customers connect with brands to voice complaints, shower compliments, or simply make an enquiry.
Creating a dedicated team to handle social media means you can offer constant customer support. At the very least, you can inform your customers that their issues are being looked into with the help of automated messages, and resolve them at the earliest opportunity.
Social media gives customers an outlet to voice their experiences. You can employ this aspect to gain more feedback and learn about the key drivers behind prevalent sentiments.
Send out CSAT and NPS surveys, discover key insights, and ensure you always follow up on customer interactions to show them that they are valued. The more feedback you get, the better you can elevate customer experiences.
Customers who feel a sense of belongingness and ownership are more likely to remain loyal.
Give them a voice by involving them in upcoming decisions. If you’re about to change your logo, take a poll to find the most preferred options, or ask them what content they would like next.
When customers are given the ability to contribute, they feel a sense of ownership for what you have to offer, increasing retention rates.
Different social media platforms attract different audiences. You can curate your online persona to connect with specific segments based on the platform.
For example, research shows that Gen-Z is mostly active on Instagram, Snapchat, and YouTube. This often guides brand philosophy when developing content for these platforms. On the other hand, Facebook is used more by the Millennial generation and Gen-X.
Customer experience management is the art of keeping your customers loyal. It entails all interactions, big or small, as the customers are guided along their journey with the brand.
Social media gives businesses a chance to take CX to the next level with more nuanced insights about customer behaviour, preferences, and thoughts. You can have open conversations with your customers to strike valuable connections and keep them actively engaged.
This enables you to listen to them, intuit their needs, and deliver experiences that surpass expectations, fuelling customer loyalty in the long run.
This guest post is from Krause Leia, a passionate content marketer from SoGoSurvey who loves bringing market research insights to cross-industry audiences. She’s especially excited by the creativity and innovation of start-ups, the future of tech, and the power of customer experience.
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