You’ve created your brand and integrated it throughout all your social media pages. Now what?
It’s time to cultivate customer loyalty. Building a relationship with your customers is the key to achieving loyalty. Engaging with them can be crucial to the success of your business and social media platforms provide a convenient way to do so. You can effectively share information about your business’s capabilities, specials, new products, and more through social media. Remember that a follower, friend, or any form of connection you have on your social media platform is already on your side. This gives you a great opportunity to communicate with them.
Customers use their devices, such as phones, tablets, or PCs, to access their social media accounts. As they have liked or followed your business, they are likely to see what you have posted. This is a powerful tool! Fostering a community around your business enables you to have loyal customers who feel involved with your business and appreciate it more. Based on how you communicate with them, whether it’s by giving them tips, showing them videos about your product, or sharing personal causes, you can create a loyal community that becomes and remains loyal customers.
Social media also offers you the option of having “loyal referrals” from your current or potential customers. For instance, if you live next to a glass shop that you drive past every day, you are aware of its existence. If someone asks you if you know of any glass shops around, you are likely to recommend the one you see on your daily commute, simply because you see it all the time. Guess what? You have just referred a business that you haven’t even patronized yet! The same concept can be applied to social media. It goes a step further than driving past because you typically only see the business’s exterior when you drive by. Social media offers you an interior view of the business as you get to see more about the business through posts. Daily posts of your product or service can impress someone who hasn’t yet patronized you but has grown to know and appreciate your business more by viewing your posts, liking you, or following you. This person then ends up being a “loyal referral” who can send loyal customers your way.
So the question becomes, how do you attract loyal customers or loyal referrals through social media? It all goes back to the fundamentals of social media… content, content, content. The more meaningful the content is to your brand and the more helpful or intriguing it is to your customers, the better. Even if the content isn’t shared or liked, it is still seen, and that is what’s most important because “not liking” does not mean “not remembering.”
Consistently posting relevant information about your business offerings, industry changes affecting your business, helpful tips, causes, and more helps attract people to your content through social media. Hashtags also help draw people to your content, and they can end up becoming loyal customers or referrals. So next time you post content on your social media or digital sharing platform/community, remember the potential for it to reach people who are not necessarily in your customer pool of fans, followers, etc. There is no limit to the reach of digital content, as anyone with a connected device can potentially see your post and connect with you. Keep posting and increasing your potential to gain loyal customers and loyal referrals through social media.
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