One of the biggest drawbacks of traditional marketing techniques and the medium is that they tend to be one-sided. It is a form of communication that businesses do to their consumers instead of with them.
The lack of personalization can deter people, and in this day and age, people expect more personality and humanity in the brands that they support. With the advent of the Internet, it created a means for businesses to create more personal connections with their customers through social media platforms.
If you want to build brand loyalty, then you should invest in personalized customer service on social media. Below you can find different ways that you can help you do that.
Show your human side
If a business feels like it’s trying to sell you something, then it is unlikely that people would want to support the business.
To consumers, it’s just another money hungry corporation that cares not for the people who support it. In that case, it is essential that you show the human side of your operations.
Providing a behind-the-scenes of your business is an effective way of showing the humanity behind the operations. It shows the people behind everything they see regarding the company and makes people want to connect with the brand more.
If you want to develop brand loyalty, then start by showing that you’re more than just a business.
Respond to your customers’ complaint
Too often have customers been subject to ignorance from a business when they’re only trying to resolve a problem that they experienced with their service. It is poor practice and is a quick way of losing the support of a customer.
Don’t wait until you find out that a person has a significant following before you address their concerns. As soon as you hear about a problem with your business, resolve it as quick as possible.
If you receive complaints on social media, then respond on the same platform by simply stating that you’re going to message them privately to know more about the issue.
Distinguish your weak points
Social media platforms provide a way for marketers to keep track of their campaigns from start to end. Not only will they guide you towards its creation, but it will also help you even during the end of the campaign period.
One of the ways that it helps you is through analytics and other tools that help listen out for mentions of your business. It automates the process of market research for you so that you know what the customers are saying about your brand.
Use this tool to find out the primary complaints about your business so that you can ultimately make a plan to fix it. It is an excellent way of answering customers that complain about the same issue.
Reply to brand mentions
Speaking of tools that help you listen to what the market is saying about your business, you should make sure that you reply as much as you can when your brand is mentioned on social media platforms.
Even if it doesn’t concern an immediate complaint, it’s still good practice because it’s a form of interaction between you and a customer. If it ends on a positive note, then it is excellent for your brand image.
Aside from that, if it’s a complaint, you can publicly show that you are taking proactive steps to resolve an issue. Thus, you should prioritize brand mentions that are about problems with your business.
Take advantage of customer data
As mentioned before, social media platforms give marketers a chance to have insight into their previous campaigns and thus, information about their customers. It helps marketers be the best that they can be in terms of digital marketing.
The information comes in many forms, from reports to analytics. Although different forms they may take, they all are relevant customer data that you should take advantage of for the benefit of the business and your customers.
When you use customer data, then you have more insight into what they want and need from you. Thus, you can better serve them and address their needs.
Make kind and unexpected gestures
Customer service on social media tends to be reactionary unless a business is trying to promote something. Often, though, people can see it from a mile away.
It takes a proactive step into creating excellent customer experiences.
On that note, you can try making kind and unexpected gestures towards your target market through social media. Small giveaways to specific mentions about the brand that praises it is an excellent touch.
Nobody would expect that they’d get anything from simply praising a business that they like online so the gesture will be that much more meaningful.
Refrain from changing the communication channel
Last but not least, one of the best ways to build brand loyalty through personalized customer service on social media is by making sure that you communicate on the same channel. This channel should be the same channel where you received a customer complaint.
This way, it can make it easier for the customer to know what you’re doing. Plus, consistency is always a great thing when you’re operating on an untamed beast known as social media.
Simple this step may be, but you’ll be surprised how often people neglect to do this.
If you want to build brand loyalty from your target market, then you need to work for it. Customer service should be on point, and you should make each transaction as personal as possible. When you do the tips mentioned above, you’re sure to have an easier time building a loyal community for you on social media.
About the Author – Kevin Urrutia is the founder of Voy Media, a PPC agency in NY. He is dedicated to helping businesses triumph over the everchanging marketing landscape. He crafts results-oriented solutions that are tailor-fit for each client his team works with.