Monthly Archives: November 2014

What do your customers want from your social media sites?

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company execYou’ve heard the old adage “the customer is always right.” The advent of social media marketing may have altered how businesses communicate with their customers, but at the end of the day, the adage still rings true. Proving your customers are right by giving them what they want is the epitome of social media, sites specifically designed for conversations between the customer and the business. So what does your customer want to see on Facebook and Twitter, anyway? Here’s what our experience, and research, has shown:

Exclusive discounts. Want a sure way to attract customers to your site, and determine how many people are seeing your posts? Give out an exclusive social media offer with a coupon or discount code (with a graphic!), then sit back and see how often it is used. Remember, your customers only use the discount if it’s worthwhile, so don’t make it complicated.

Graphics & Pictures. Want to appeal to your visual learners? Studies have shown that posts with graphics are more likely to be shared and viewed than text-only posts. Use graphics and pictures as often as possible on Facebook and Twitter.

Relevant resources. Statistics have shown customers are more likely to buy from companies they trust. Build their trust by giving them resources (for information on the kind of resources check out our recent post) that help them.

(Occasional) giveaways. The number of fans and followers is not a true judge of your impact on social media. The amount of engaged customers is far more important. Are people responding to your posts? Are they seeing your posts? Use your social media analytics. If a person ‘likes’ your page and engages, they will repeatedly see your posts, and that’s what you want. Show your appreciation with occasional giveaways, but don’t feel compelled to repeatedly run giveaways. When you do run a giveaway on Facebook, make sure you follow the rules.

Most importantly, remember your customers are human. They are not numbers, they are humans using social media to interact and learn. Don’t post updates or tweets that sound like a robot. Be human and your customers will respond. Listen to them, and give them what they want—both in person and on social media.

If you can’t give them what they want because you don’t have time, or you just feel out of your league, we’ve said it before: there’s no shame or blame in outsourcing your social media marketing. Give your marketing firm direction, and trust them to give your customers what they want—even as that evolves with time. Believe it or not, outsourcing your social media marketing is more affordable than you think, giving you time to give your customers what they want—both on the phone and in your office or store.

Understanding the Two R’s of Social Media Marketing

social media_croppedEver feel like social media marketing for your business is like wandering around in the dark with a blindfold? That unlocking the power of Facebook, Twitter, Pinterest and Google+ is a meaningless, hazardous path with no road maps or guides? There are so many factors not definite in social media marketing because your marketing efforts have to be specific to the demographic of your audience: when you post, what you post, how often you post. But there are two guidelines that can guide you as you navigate through the world of social media, no matter what demographic you are trying to reach. Just use these two R’s when selecting what content to post, or when creating content for posting:

  • Relatable. Is your content relatable to your audience? Can they relate to the problem you are writing about or choosing content about? Does your content relate to the age group of your audience? One way to choose relatable content is to listen to your customers as you provide customer service and find content that answers their questions. Remember social media is not about openly selling to your customer—that goal is met by posting relatable content that helps them, and makes you stand out—it’s about listening.
  • Relevant. At first glance, relevant might appear to be the same, but there’s a slight difference. A cartoon may be relatable, but it’s not always relevant to your product or audience. Remember your audience should be following your brand because they care about the service (find out how to attract that kind of audience in this blog post) or product. Don’t alienate your core followers because your posts are not relevant to their interests. Sometimes social media marketers try to be relevant to everyone, but lose that core engaged group in the process. Remember, it’s better to have 300 engaged followers than to have 30,000 uninterested consumers that don’t care.

Social media marketing is a marathon. You don’t achieve your goals unless you keep putting in the effort on a regular basis. If you don’t have time, or feel you can’t use these guides wisely, contact a social media marketing firm that can. Give them regular input that you see in your business, and achieve results (another R!) with an engaged audience connected to your business.