Master these three main tactics to boost brand recognition and build customer relationships with your company's social media accounts.
The average person spends about two hours a day using roughly five different social accounts. Without a doubt, businesses being on social media is imperative to boost brand recognition and build customer relationships.
The question used to be how much your business could gain by having a social media strategy. Now the question is, how much is your business losing by not having one?
Unfortunately, for many businesses, they are losing a lot. Often, businesses find it difficult to develop a strategy that gets results, leaving them frustrated and believing that social media just doesn't work for their business. The good news is that it doesn't take a miracle to be successful – it takes the right strategy.
So, what can you do to build your brand and create lasting customer relationships?
1. Remember who it's really about.
While the social media accounts may be in your business's name, they aren't for you – they're for your customers. This means you need to post content they want to see, not just content you want them to see. The key is to make it more about how great you think they are and less about how great you are. Your customers care more about what you can do for them than what they can do for you.
Here's what you can do for them on social media: Entertain them, interact with them, solve problems they might have, offer them special prices or services that no one else gets, etc. Allow them to be the center of your social media universe.
2. Understand what engages your followers.
Three major content themes come to mind: space fillers, engagers and brand builders. Space fillers are the posts that fill in the gaps between better content. While it's important to have space fillers, they don't do much to grow your brand and should be used less than 20 percent of the time. Engagers are the types of content designed to involve your current audience. You're asking them how their day is going, or posting something that prompts some sort of action. Brand builders create engagement and increase your following. These types of posts are share-worthy and elicit responses from non-followers.
Let's look at an example social media strategy for an insurance agency.
Post #1: Space filler
"Check out these great tips on chimney safety."
This type of post might get clicked on, but readers aren't likely to share it or comment about how thankful they are to see this post.
Post #2: Engager
"It's finally Football Friday! We're playing the Wildcats tonight, and it should be a close game. Is anyone going?"
This type of post gets the readers involved in two ways: One, they might like the post because they are excited it's Football Friday, and two, they might comment about going.
Post #3: Brand builder
"It's finally Football Friday! Fill in the blank to win this awesome Tigers stadium chair from @customchairdesigns: My favorite high school football memory is ____."
People will like it if they are excited it's Football Friday. They will engage with it if they want to win the chair, and other people will likely see it because you've tagged another business. This sort of exposure benefits you and the other business because you're both getting in front of each other's audience. When possible, let other businesses know when you want to tag them, and ask them to allow it to show up in their accounts if it doesn't do so automatically.
3. Be consistent.
This goes for your posting schedule, your voice and your look. Your social brand should be an extension of your overall brand. If your business persona is cool and edgy, reflect that in your posting. If it's authoritative and trustworthy, then that's how you should come across in social media as well.
You should also be in front of your followers more than a few times a month. Post daily, but don't overdo it. Engagement dramatically drops if you post three or more times a day.
There's no magic template you can use to grow your social media presence. It's about knowing who your followers are and giving them what they need to keep buying from you. Focus on your followers and their needs, and you will build a social media following that naturally increases and improves customer relationships.