Social media has been gaining major momentum in the marketing world for years. And a big part of the reason for this, of course, is that it has long offered an opportunity for brands to reach new audiences among a broad range of demographics. It also offers the opportunity to target specific segments of consumers with relative ease.
But the benefits of social media for brands and marketers certainly don’t stop there. Offering just one example of the wide range of additional advantages it can deliver, leading social media platforms like Facebook, Instagram, Twitter and Pinterest can also offer brands the chance to grow brand loyalty among their consumers. That keeps existing customers coming back to do more business, and over the longer haul, potentially even driving them to become brand advocates.
Ready to put social media to work building customer loyalty — and potentially/eventually even the holy grail of marketing, brand advocacy — among your target consumers? Consider these six Brandon Agency-approved tips for using social media to boost your brand loyalty:
1. Be responsive — habitually and quickly…
Especially among younger generations of consumers, social media is among the primary avenues of seeking customer service, asking product-related questions, and otherwise connecting and communicating with a brand. And when your business responds to and engages with customers regularly and in a timely manner on social media, it shows that you are concerned about meeting their needs — and it delivers a personal connection that helps build brand loyalty.
2. … and reward consumer engagement
To thank your brand’s most loyal followers for their devotion to your company, find ways to reward them with special offers, coupons, discounts, exclusive content and promotions, freebies, and other perks. All of these can help foster an even stronger connection to your company, and sometimes even pave the way toward customers becoming brand advocates — which may well be the most powerful of ways to spread the good word about your brand.
3. When you get positive feedback, share it…
Good reviews are among the most powerful forms of social proof, which can attract consumers to your brand via a psychological tendency to “follow the crowd.” So when you hear a customer rave about your product or discover that a pleased customer has left a positive comment about your brand on social media, don’t be afraid to request that the customer share the sentiment in an official online review of your brand. Once that’s created (and with the customer’s permission, of course), you can then share the good review on your brand’s own social pages — while thanking the customer for his or her business and kind words. Because many consumers value the opinions of fellow consumers, this will help build credibility for and loyalty to your brand.
4. … and when you get constructive criticism, heed it
This is not meant to be taken as guidance on how to respond to negative comments on social media — that’s another topic altogether. But when you do get constructive criticism from customers — whether in response to a post-purchase email survey or via an in-person client conversation — be sure to listen and take it to heart. Honest customer feedback is one of the best ways to get a feel for the customer experience your brand is delivering, and also one of the best avenues for finding ways to improve it. When customer feedback does lead to brand changes and improvements, consider sharing the news on your social media channels. This will convey to your customers that you’re listening, that you care about their opinions and satisfaction, and that you’re constantly working to get better … all of which can help build brand loyalty.
5. Put your brand values on display
Many of today’s consumers want to affiliate themselves with and support brands that share their values. So whatever your brand’s fundamental values and beliefs are, don’t be afraid to share them with consumers. Divulge news on your social media accounts of any charitable work your brand may do in support of a close-to-your-heart cause. Consider using your social channels to tout promotions in which a percentage of certain sales go toward supporting causes that you believe in. And whatever your top issues are, be sure you’re always authentic with your advocacy — as today’s savvy consumers can typically tell if a brand is simply trying to tell them what it thinks they want to hear.
6. Prioritize customer service
At the end of the day, the best way to spur customers’ loyalty to your brand is to show some loyalty to them. Always keep in mind that the quality of your customer service plays a huge role in how your customers perceive your brand, and it’s one of the most powerful ways to build brand loyalty. Also be sure to let your customers know regularly — both via social media and in-person interactions — that you appreciate them and their business.
Could your brand use some expert guidance in growing its customer loyalty? At The Brandon Agency, our team of certified brand strategists and data-driven marketing professionals has a wealth of experience in driving customer loyalty — and even eventually turning it into brand advocacy. To get started with help ranging from a simple website analysis to a comprehensive strategy tailored to boost the performance of all of your marketing campaigns,contact us today.