Relationship building between businesses and their customers is key in the 21st century. More and more businesses are finding that when they use social media, relationship building is a natural fit.
In this article, we look at how to nurture the relationship between social media and your business for maximum success.
Don’t Rush the Relationship
When you use social media as a relationship-building tool, it pays to remember that relationships can’t be rushed. After all, even when building relationships in person, it takes months and often years to build trust and loyalty.
Your social media marketing takes a long-term commitment. You aren’t going to see results overnight. But, when you are dedicated to posting the right content at the right times and to the right people, you will see results in the long run.
To build the relationship with your customer, longevity and consistency are key. In fact, this is the only way social media works to help you generate leads. These leads are what you’re after – the kind of leads that only in the end run can leave you with increased sales.
Be Authentic and True
Your customers use social media to connect with friends, family and co-workers. And, yes, they also like to connect with their favorite brand.
What they don’t want is the oversell. They want to know more about your brand in the way of anecdotes, stories, videos, photos and educational tips.
They also want to know your brand. Authenticity is important. Speak as yourself and decide the tone of your posts. Make sure your customers know that a real person is speaking to them – someone who cares about their needs.
On social media, it’s okay to be funny and even silly. But, when dealing with customer service issues, you want to take this very seriously. Not only are you responding to the person with the problem, but the rest of your customers are listening in.
Treat all of your customers and followers with respect. Be genuine and empathize with their needs. This authenticity goes a long way towards building relationships with your fans.
Another way to nurture the relationship between social media and your business is to be attentive. What does this mean?
It means that even though you’re doing most of the talking on your social media page, it’s vital that you listen to a wide variety of people including your customers, your peers and your competitors. It pays to know what’s going on around you in the social media arena.
In addition, monitor your own page for customer service issues and questions. According to one study, more than 70% of users expect to hear back from the brand they’re interacting with on Twitter, and 53% want a response within the hour.
If you don’t respond in a timely manner, the negative consequences for your brand could be huge. Make sure someone in your business is assigned to monitor your social media pages.
Share the Right Content
When working to build relationships on social media, you want to share the right kind of content.
If you bore your audience, post irrelevant content, or continually hit them with the sales pitch, they’ll just walk away. It’s important for your audience to connect with your posts and tweets.
What is the right kind of content? Here are some examples:
- Post inspirational quotes and images.
- Entertain with humorous stories.
- Use photos and/or videos in every post.
- Inform with relevant tips and tricks.
When you concentrate on nurturing the relationship between social media and your business, you are well on the way to creating a loyal, trusting band of followers.
Regular, consistent communication is key, and social media plays a huge role in your lead nurturing process.
By engaging your current and potential customers where they are active and comfortable, you’ll say top of mind so that when they’re ready for a sales pitch, they’ll know who to call.
If you’d like some help developing your brand and nurturing the relationship between social media and your business, we can help. We’ll provide customer-focused and engaging posts that encourage trust and a connection with your business.
We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy to nurture relationships. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.
Image: Dmitri Popov