How Social Media Marketing Can Help Build a Lasting Emotional Connection With Customers?
Brands wonder about the value of social media marketing. If not on social media, they see it as a future prospect with big potential. But, it can also be felt as a burden if they are already engaged with what social media demands.
Increasingly, depth of engagement becomes a pressing issue:
- What resources should I use for social media content?
- Which best practices should govern posts?
- Who should be in charge of social media activity?
- How much volume of activity does my niche demand?
Moreover, there are questions of return on investment, strategy, and implementation. And, paid social brings up even more confusion. Not to mention recent issues with social media news.
I want to clear the air by introducing 10 reasons why social media is key for building a connection with customers.
Why Build Emotional Connections through Social Media
Remember that social media is about meaningful connection with customers. It should be authentic, specific, and emotional for your user. Social media marketing guides you to emphasize the felt value of your brand and has a measurable impact on the following aspects of your business.
1. Brand Image Management
Many social media sites help customers make decisions by providing reviews. Your audience may be using certain platforms to navigate your industry. Leverage positive and negative reviews to benefit your brand by addressing feedback and displaying professionalism.
2. Public Relations
With followings and boosts, social media can be a valuable tool for sharing company news and promoting information. For example, LinkedIn and Facebook remain useful for press-style communications that share positive news with customers. Gain goodwill through social media and increase your visibility by sharing what your company does besides profit.
3. Search Engine Optimization
Search engines may use social media accounts to influence ranks and results. If you use SEO, realize that social media could link your website, adding fresh content and bringing in new audiences. Potentially increase rank and lead generation by planning how your social media and site will influence each other.
4. Local Visibility
In addition to providing reviews and feedback, social media helps ensure the relevance of local search results. They provide name, address, and phone data critical for users and search engines to verify and contact you. Help users find you by crafting a strategy for ensuring data accuracy.
5. Sales Funnel
Social media analytics tools built into social media accounts and from a third-party verify that it has a real impact. Consider how social media is part of a larger customer journey to conversion with your brand.
6. Content Testing
By allowing brands to share smaller, focused pieces of content with users, social media allows you to guide content assets. Acquire insight into where your users find value by testing out new forms of content.
7. Organic Growth
Unlike search or email, social media allows you to gain visibility with a large referral audience organically. By engaging with content, users boost content in their network’s feed. Expand your potential audience by engaging paid social on sites like Facebook, Instagram, and LinkedIn.
8. Expertise Development
Social media platforms can help you build credibility, establish expertise, and increase thought leadership. Help your audience assess your content and authority by using social media to boost content reach.
9. Market Research
Social media is about careful posting and strategic listening. Social listening helps you monitor trends within your audience and gain insight into what drives their engagement. Fuel your content, make brand decisions, and monitor competitors in your industry by listening on social media.
10. Talent Acquisition
In addition to customers and stakeholders, your social accounts are an important resource to job seekers. Show off your culture and influence candidates to pursue employment with your organization by investing in sites like LinkedIn.
How to Build Emotional Connections through Social Media
Knowing how social can influence your brand’s success in at least the previous 10 areas prepares you to think about how to build emotional connections through social media marketing.
Engage Your Users.
Your company depends on sales, and you might dream that the more you post on social, the more orders you will see. You’ll succeed in making sales through social only if you engage.
Communicate directly with customers and gain feedback to improve your product. The more they engage, the more your content will reach potential, buying followers.
Take Social Seriously.
Your brand’s social accounts will influence many aspects of your business. As we mentioned, the kind of content you share will influence everything from SEO to organic growth.
Invest in long-form content like articles, videos, and blogs. The more your post is able to engage, the more reach it will enjoy and bring benefit to your brand.
Drive with Content, not Promotions.
Because sites like Facebook use algorithms to filter out unengaging, bland content, the success of your social accounts will depend on your ability to drive conversations.
Create content that engages users and encourages likes and shares. That means connecting with your customer contextually by understanding their needs as users.
How Emotional Connections Can Help Your Brand
If you succeed at engaging your users by taking social seriously and driving conversations, you’ll gain more than a few benefits as a result of your social media strategy.
- Better Brand Recognition
- More Brand Loyalty
- Increased Conversion Opportunities
- Boosted Conversion Rates
- Greater Brand Authority
- More Site Traffic
- Lower Marketing Expenses
- Increased Search Rankings
- Better Customer Experiences
- More Customer Insights
The list goes on and on. The more you use a social media strategy, the better customers will be qualified to do business with you by recognizing and returning to your brand. You will increase conversions and create a culture of authority in your niche that leads to greater traffic, lower expenses, and higher rankings on search.
In addition, your customers will have a better experience of your brand. So much so, they will share more insights with you about what they are looking for from your content and product.
Consider that your competition already invests ample resources to reaping the benefits of coordinated social media strategies. Know that the sooner you start taking social seriously, the sooner you will enjoy the boosts it promises. At the same time, if you wait to get involved with social, you are putting these benefits on hold for your brand. (There is no telling how your competition will take advantage of your absence on social media.)
The world of social media is not as demanding as some people may at first think, but it has many impacts and benefits for brands who take it seriously.
As social media continues to be the primary way to build emotional connections with customers, businesses need to make plans and strategies about how they will use content to drive conversations, conversions, and engagement.
Social media may have started from cute puppy and cat pictures, but it has now become a necessity for companies aspiring to increase brand and product awareness and raving fans and followers.
Maximize your brand share of voice by developing an emotional connection with your customers. Let’s get started crafting a social media management strategy for your brand. Contact me today.
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