Social media is an invaluable tool for businesses, especially in 2024. Platforms like Facebook, Instagram, TikTok, and X (formerly Twitter) have become essential for brands to connect with their target audiences. However, conducting effective and innovative social media and customer relationship management (CRM) is no small task. With so much information available and each business being unique, every social media marketing strategy needs to be tailored accordingly. By building customer relationships using social media, you’re creating a community of loyal customers who can advocate for your brand.
Here are some tips to help you develop a strong brand and increase engagement through social media marketing.
What Is the Deal with Social Media and Customer Relationship Management?
Traditionally, CRM software tracked customer interactions. But social media has become a game-changer! Think of it as a giant online gathering place where customers chat and share experiences. CRM can now integrate with social media, allowing businesses to listen in on these conversations, understand customer sentiment, and directly engage with them in real time. This fosters stronger relationships and boosts brand loyalty.
6 Tips for Building Customer Relationships via Social Media
In today’s digital age, social media isn’t just about sharing photos; it’s a powerful business tool to connect with customers and build lasting relationships. Here are six tips for leveraging social media and customer relationship management:
1. Understand Your Audience
A fundamental aspect of successful social media marketing is understanding your audience. Every business caters to a different demographic with specific needs, interests, and preferences. Tailoring your content to resonate with your target audience is essential for capturing their attention and maintaining their engagement. For example, a commercial real estate broker would tailor content toward potential property investors, while a residential real estate developer would post more homebuyer-focused content. The more relevant content you post, the more your followers will interact with it and share it on their platforms.
2. Authenticity Is the Name of the Game
Integrating authenticity into your social media interactions can significantly impact your business’s success. People are more likely to do business with a brand they can relate to and engage with. An authentic brand effortlessly builds customer loyalty among both potential and current customers.
Authenticity Wins
70% of consumers are willing to spend more money if a brand is authentic. This shift highlights the importance of authenticity as a cornerstone in branding, reshaping how brands create lasting relationships with their audiences.
3. Craft a Relatable Brand Voice
You might be wondering: how do I integrate “authenticity” into my social media and customer relationship management strategy? A solid place to start is by developing a relatable brand voice.
If you’re unsure what your brand voice is, consider speaking the language your target audience uses in your captions, videos, and content. For example, if you’re targeting an early 20s audience and you’re a trendy new restaurant, adopting a conversational, quirky, and fun brand voice is probably a good idea. On the other hand, if you’re a financial institution targeting professionals in their mid-50s, you might opt for a knowledgeable, professional, yet approachable tone. Ultimately, ensure that whatever brand voice you choose accurately represents your business. Remember: people can sense inauthentic or overly salesy marketing tactics from a mile away.
4. Be Real and Honest
Just like in interpersonal relationships, transparency is key to building long-lasting, fruitful business and customer relationships. When customers feel they can trust your brand and know what to expect from your products and services, they’re more likely to be satisfied with their experience.
Use social media as a tool to show your audience the real side of your brand. For example, if you’re a skincare company dedicated to sustainability and clean ingredients, sharing TikToks and reels of your team members discussing ingredients at their source showcases that you practice what you preach.
Honesty and transparency are especially important when your business makes a mistake, which is inevitable even for the best brands. When it happens, speak frankly with your audience about where you went wrong and your plan of action to move forward. Social media is a powerful way to get your message in front of more eyes. Use your customer relationship management skills to address the issue. There are four general rules to follow when your business needs to make an apology:
- Actively listen to your audience.
- Take accountability for where your business went wrong.
- Provide a plan of action for how your organization will improve in the future.
- Align your actions with your words.
This approach can do wonders to retain customers, even in the face of business blunders.
5. Interact with Customers
Once you’re posting content your followers want to engage with, you need to maintain the relationship by interacting with them. This can be as simple as liking their comments on your posts to let them know you’ve seen them or commenting on some of their posts that you find relevant and interesting. These simple interactions not only show your appreciation for your followers but also strengthen your relationships with those who engage the most with your brand.
6. Respond Quickly
One of the top complaints customers have with businesses on social media is slow response times. According to the Sprout Social Index™, 30% of consumers will buy from a competitor if responses from their desired brand are too slow. That’s significant!
If a customer takes the time to voice their opinion or ask a direct question, they expect a timely response. The easiest way to improve your audience’s perception of your brand is by responding to all messages as quickly as possible.
Social Media and Customer Relationship Management Made Easy
Using social media and customer relationship management to build connections requires a strategic blend of authenticity, transparency, and engagement. By understanding your audience, crafting a relatable brand voice, demonstrating transparency in your interactions, and responding promptly to inquiries and comments, you can foster genuine connections with customers that drive loyalty and advocacy.
As social media continues to evolve, businesses must adapt their strategies to meet the changing needs and expectations of their audience. At Critical Marketing, we continuously research the latest trends and practices in social media to ensure our strategies stay fresh and deliver excellent results for our clients. If you need help building a community and strengthening your relationships with your customers, we’re here to help.