Creating an online presence for your business is sort of a given for any player looking to enter any industry whatsoever for that matter, we all know by now that they are no two ways around it.
So usually, the majority of the businesses set up their websites, have their SEO experts make it visible to the best of their abilities, and then try to execute tried and tested marketing strategies to lure in customers. This is the most formal way of welcoming your leads and customers to showcase your offerings.
Now let’s put into this picture, the rising impact of the use of social media by people all over the world. Just a few quick numbers from Backlinko to explain its significance – Nearly 3.96 billion use social media platforms with almost 2.7 billion people using Facebook, alone, and over 2 billion users of YouTube and WhatsApp each. Platforms like Instagram, WeChat, TikTok, and Messenger also have a userbase of at least a billion people.
These are some staggering numbers to which businesses should concentrate their attention. It largely indicates that the people we are looking to attract as leads and customers are the very users of social media platforms and that is where your business needs to be heading as well.
Let us see how we can build strong customer relationships with the help of social media:
Defining your brand personality
Social media apps serve as a platform where people can express themselves freely. People use it to connect with other like-minded people, follow interesting and motivational personalities mostly for light-hearted leisure activity in between their everyday work lives. So, as a business looking to venture into social media apps, you have to define the personality of your company.
In her research paper, Jennifer L. Aaker (1997) defines brand personality as: “set of human characteristics associated with the brand”. The fact that there is a major shift in people buying products because of their symbolic use more than for its functional use is what makes defining the brand personality a very integral part of having a social media presence.
Since, the personality traits of a brand exist in the mind of the customers, highly influencing their buying behavior and their intentions for a purchase, it can be a major differentiator between you and your competitors. A well-defined brand is capable of building long-term relationships with its customers and strengthening brand loyalty.
Engaging with the audience
The key to building a strong long-lasting relation with your customers on social media platforms is to provide them with value. Depending on your products and services, you can provide it in the form of help, guidance, information, or just mere entertainment.No matter how well you define and eventually portray your company’s personality, if it is not going to provide any value to your users, people will start to opt-out.
As mentioned, people use such platforms to connect with like-minded interesting people, so they expect conversations to be genuine. For this, you need to put in the extra effort while engaging with them on social media apps. So, listen to the queries and pain points of your users very carefully and offer value to them in a personalized way because that is simply what they expect out of these apps.
Quick responses to queries
A huge reason why many businesses have flocked in big numbers to social media platforms for customer engagement is because of the direct connectivity that can be established between customers and a product or a brand.
Customers, nowadays, are looking for very quick responses to their queries and hate to wait long periods of time. If you aren’t reaching back to your lead or customer with a solution within 30 minutes or so, great chances are that your competitor is already in talks with them.
By responding faster and help solve problems, you gain people’s trust which can instantly increase tenfold because of the power of social media. People talk, share thoughts and reviews, criticize and appreciate; people in the 21st century are basically living on the planet called “social media”.
Introducing live chat
Live chat is a simple customer engagement tool that companies use to converse with their incoming website traffic, leads, and customers. With a live chat tool, you as a seller will have the power to control the flow of conversations and can guide people to make decisions quickly.
By implementing live chat on your social media business pages, you give your users an opportunity to engage in meaningful conversations with your team that makes your users feel that they are being given priority by your company. Also, when you initiate conversations on the platforms that your userbase already loves and feels comfortable using, the probability of engaging with them becomes a lot higher.
With live chat implemented on your social media pages, you can provide support 24×7, gather important user data from their social profiles, create conversations, assign live agents, provide unique experiences and reduce overall operating costs.
From the stats shared from Backlinko at the beginning of this blog, it is quite evident that there are not just a couple of social apps that have the world abuzz. There are abundant apps with the reach of up to millions of people. For example, Facebook has over 2.7 billion users while WhatsApp and YouTube have 2 billion each.
There are great chances of crossover of people among the three platforms. A large portion of the listed population may be using all 3 of the applications. By combining the use of live chat and popular social media platforms, you can create an omnichannel presence for your business and allow people to engage with products and services on all the platforms.
By doing this, you will be able to increase your brand presence tremendously at relatively very loss costs and give exposure to your products in front of newer audiences in widespread demographics.
Contests and rewards
Having a presence on social media requires creativity on the part of business owners. As high chances are that majority of your competitors are bound for social media platforms, the users that you acquire through these apps should be treated as highly valuable assets. Businesses should consider rewarding their users and followers for their loyalty to maintain brand loyalty.
Managers can run campaigns for their users to participate in knowledge-based contests, best story awards along with brand highlighted products or conduct polls for general engagement purposes and rewards the best answers. There are a number of ways to surprise and delight your customers and leads, so choose one that resonates with your products and your target audience.
Setting up analytics
With the ever-growing importance of data, companies heavily rely on it to provide them with the best solutions to people’s queries. Knowing your audience, their demography, culture, and habits will go a long way in helping you serve them better.
By setting up data analytics for your social media pages you will be to analyze the behavior and level of engagement of people connecting with your company. It will help you provide value and a unique experience that the modern-day consumer craves.
Get expert help to manage customer relationships on social media:
Try Tekos today. Design chatbots, embed live chat, and communicate with customers using the Tekos Teams Chat platform- all of it in one place. Create an omnichannel presence for your business on social media apps and see how you can deliver that unique experience to gain an edge over your competitors.