An estimated 1 out of 5 customers visit a company’s social media accounts when they are considering making their initial purchase from that company, according to a survey conducted by online business review publisher, Trustpilot. This initial visit is vital, as potential business can almost instantly be won or lost during this interaction. To ensure that the initial visit is able to create the favourable impression that your company would like, your best strategy would be to establish a robust social media presence.
Companies that are active on social media are viewed as being more ‘human’, approachable and helpful by nearly 1 out 3 customers, according to Trustpilot. Along with this positive opinion, 31 per cent of customers tend to trust companies more if they have active social media accounts. To cultivate this welcoming environment, consider these suggestions:
- Create a plan: Your company’s social media plan should outline the type of content that you want to share and promote, how often you will post, and how you will respond to comments and criticisms delivered by customers.
- Organise regular polls and contests: Both activities can actively engage your customers, build a rapport and gain valuable insight into their opinions.
- Be an ambassador: It is important that you publish content that humanises your company and allows you to build relationships with your customers. This could include posting useful content related to your product or service, highlighting customers’ positive reviews or promoting special offers.
- Publish engaging content: Content with relevant images receives 94 per cent more views than the same content without visuals, according to marketing experts. In addition, cognitive studies have found that a person can retain up to 65 per cent of visual information after three days
Whilst you implement these beneficial practices, here are several to avoid:
- Sharing inconsistently: Avoid posting only on holidays. It does not inspire much confidence if it is December and the last time your company posted on Twitter was to wish your customers a ‘Happy Easter’.
- Expecting too much: Social media is not a cure-all that will quickly produce results. Just like any of your company’s other marketing strategies, building a rapport and engaging your customers will take time.