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As the world becomes more thoroughly Instagrammed and Twittered, it becomes more difficult to imagine an online business that does not utilize social media to their advantage. There is more to these channels than trying to get likes: if used correctly, you can strengthen brand loyalty, increase post-purchase customer satisfaction, create a brand identity, and find new customers. As a bonus, you may find inspiration for future marketing pushes, or find brands or individuals with whom you would like to align.

This study by Invesp shows that one of the main reasons why consumers follow brands on social media is to learn about products and services (e.g. 56% Facebook, 47% Twitter, 56% Pinterest). Getting more followers in social media can help expose your products or services to a larger audience. If you are active on the social media channels your customers use the most, you ensure that you will stay in their minds when it comes time to purchase. The same is true for their needs post-purchase: if you are actively responding to questions and issues, they will be more likely to recommend your products to friends and followers, as well as become repeat customers.

To get you started, I have put together a list of some easy and useful social media recommendations for your online shop:

#1 Boost post-purchase sharing

Encourage your customers to share that they buy your products with their online communities via share buttons. According to Nielsen’s research, customers trust friends and family above all other forms of advertising. 81 percent of US consumers indicated that posts from their friends influenced their purchase decision. You can also thank customers for posting photos, linking, sharing, reposting, etc. Every share help win you new customers!

#2 Use the #hashtag

Create a branded hashtag, and indicate your customers can use it in social media posts. You can also stay timely by making branded holiday hashtags, or incorporating one into a contest.

#3 Get online!

Go where your customers are, and see what they are saying! Get online, and be available for support and problem solving. According to research, 42 percent of consumers who complain on social media expect to get an answer within 60 minutes. Furthermore, 57 percent expect the same response time at night/weekends. If you know you are not able to respond, implement chat on your website.

#4 Listen to your customers

Ask your customers for feedback, and pay attention to what they say. Invite them to fill in a survey on your service, either via email or on social media. You can create custom surveys through Survey Monkey, Surveys for Facebook, or Qualtrics.

#5 Use educational videos

Do not forget a key tool in your communication box – videos! These are great for giving your customers a face and personality behind your business. Besides showing off new products or behind-the-scenes looks at your shop, you can use videos for customer support. For example, if there is a difficulty some of your customers have run into, you can proactively offer your remaining customers support by making and promoting an instructional video. Other video ideas might arise from comments in social media by your followers.

Being active in social media channels not only increases your brand awareness, but also helps strengthen brand loyalty, and gives you greater ability to respond and accurately judge customer satisfaction with products and service. The more you know and respond to the needs of your customers, the happier they are to promote and share you with their followers!

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