Three Ways to Accelerate the Customer Journey Through Community Management
Tuesday, September 10th, 2019
It’s no secret that it’s essential to provide excellent customer service through your brand-owned social media profiles. Now more than ever, users are looking to connect with brands on social, outside of just customer service. And when their attempts go unanswered, 1 in 3 customers will go to competitors, making community management crucial for driving commerce.
Community management extends past customer service. It is the way your brand comes to life on social through the tone, personality, and the way you interact with users on a day-to-day basis. Below, we’ve laid out three ways to drive sales and retain customers through social community management.
#1: Spark Trial
According to a recent study from Duke University’s Fuqua School of Business on social commerce, 88.2% of U.S. companies are using social for brand awareness and brand building, and 64.7% are introducing new products and services.
Community management provides an opportunity to supplement the information and content brands are pushing out around these pillars.
As customers inquire about new product lines, responding to comments and pushing them directly to product locators, or product pages, is a perfect way to spark trial.
#2: Inspire Advocates
When brands entered the social world, they were on the hunt for “brand love,” and their primary goal was creating loyal brand advocates. Though social commerce has evolved beyond this original outlook, shoppers still turn to social to find information about products and discover new brands. The need for brand advocates remains steady.
A recent study by Hubspot noted that consumers are 71% more likely to make a purchase based on social media referrals.
Being in-tune with social conversation and noting when your brand is recommended by existing consumers, provides the opportunity to inspire advocates and increase revenue.
A great way to inspire recommendations is by rewarding loyal followers. You can surprise and delight these users by sending branded swag, free products, or personalized gifts. Motivating them to continue to love and recommend the brand, while also inspiring other users to act as advocates too.
#3: Build Brand Loyalty
In the event that you have sparked trial and transformed a new customer to an advocate for your brand, it’s important to note that your job isn’t over. A recent report by CrowdTwist noted that 43.5% of millennials use social media to share products or services they like. These users expect prompt responses when messaging their favorite brands. As we mentioned earlier, when they don’t receive one, 1 in 3 customers will go to a competitor.
Staying on top of messages that include brand praise, as well as liking, commenting, and sharing user-generated content is important to keep current customers purchasing your products.
While these three ways to enhance community management will help you accelerate the customer journey, it’s important to remember that social media is constantly evolving. Community management is just one piece of the puzzle to selling through social media.
Contributed By: Cheyenne Lohman, Social Media Manager, Integer Denver
Image Source: Unsplash