Social Media for Retail: How to Build a Compelling Customer Journey
Date Posted:7 October 2020
How to Build a Compelling Customer Journey
Social media is becoming increasingly important for retail businesses, particularly in this current climate. It’s a way to stand out, attract, and build relationships with your customers online. When it comes to social media, it’s not just about having more followers – you need to enhance the customer experience on these channels. Whilst you could still sell on social media, you want to see the channels as touchpoints for engaging and enhancing the experience of your customers in their hearts and minds.
The reach of organic social media content is ever-declining partly because brands aren’t utilising these channels to their advantage. Social media accounts aren’t the places to place free ads, and you know it, no customers would want to be bombarded with promotional materials – they will unfollow you or turn you out. Social media is about showing your passion for helping people, give a creative and appealing sneak peek of your amazing products, and give a look into your customer success stories to build trust. When done right, social media can boost your sales, give you a leg up on your competition, and create a loyal community of shoppers.
Having said that, how can you build a great customer journey through social media marketing for retail stores?
Adopt an omnichannel social presence
The omnichannel social approach involves garnering and sharing data between different online platforms as well as sales channels. Many customers expect to see a consistent interaction across different channels and platforms including social media, text and chat, email, in-person, and phone-based. You can unify all messages with customers across different communication channels. If your brand is accessible through different channels and platforms, it allows you to reach potential shoppers where they already are.
Consider using Instagram to reach mobile audiences, millennials, and Gen Z consumers with high-resolution photography showing your products, tiles with inspirational quotes, tips and offers, and aim to keep it upbeat and fun. Pinterest is useful for reaching people interested in lifestyle, home improvement, and style. It’s about amazing pictures of your products and boards which reflect the sustainability and style of your brand. Facebook is ideal for reaching millennials and is best for creating shareable content like native 1-2 minute videos. Post at peak hours when your audience is online.
Garner feedback from your social customers
Consider getting feedback from your customers on social media channels. Reach out to your customers on those platforms and see what they have to say about your brand, products, and services. Shoppers are increasingly making purchase decisions online. They research, browse, and purchase products as well as talk about the experiences they have had with the services and products on social media.
A post-purchase experience backed by a feedback loop helps you understand the level of satisfaction the customers have had with your products and services. You can learn of any improvements the customers would love to see on the products. Try to study your competition and get the best wholesale distributor, because understanding the businesses or brands like yours can help determine the types of customers and success you can create.
Provide social customer service
Because your customers are spending more time on social media, you have to get there and provide them with the customer service they need. When a customer leaves a message – listen, empathise, apologise, and respond. Make sure you act quickly to any issue the customers raise on social media. Also, listen to your customers and ensure you apologise to them if they present complaints or they are dissatisfied. This helps to set you apart from your competitors and shows you are actively involved in managing your customer’s needs.
When responding, do so with a sense of urgency. It’s now or never – your customers will go elsewhere if they feel that you are not paying attention to their needs, complaints, feedback, or objections. Responding in real-time shows that you care more about your customers and they will appreciate that action and remain loyal to your brand. If you’re unsure how to respond, find examples from some of the best brands on social media and share this with your employees.
Besides, respond to and perhaps augment positive feedback. Often, retail store owners tend to act on complaints and when they see compliments, they assume all is well and they don’t respond to them. Thank your customers who mention your brand. You know how brand mentions are important in today’s competitive retail environment. Offer discount codes or giveaways and other incentives to help further delight your happy shoppers. This can help convert a customer to a brand ambassador where you get free advertisement of your brand.
Optimise the customer experience in retail using social media
Brands need to take social media retail marketing seriously and make the best of it by engaging the customers right on their social media channels. Social media retail interactions are very crucial for your business. They can make or break your brand - and you can adopt an effective social media strategy in the retail industry that becomes a game-changer for your retail marketing.
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