Apr 21 2012

How Social Media Can Create and Deepen Customer Connections and Loyalty

In the early days of the Internet, the only ways a marketer could build a connection with customers was either through email or through their website. Then came Web 2.0.

With the advent of social media, the potential depth and breadth of your connections with your customers has become virtually limitless if you know how to leverage social media properly.

Social media presents an incredible opportunity for the shrewd marketer to deepen existing connections and attract new customers.

Build Relationships with People Who Will Not Give their Email Address

It takes a lot for someone to give you their email address, since it is a value piece of personal information. Even top marketers rarely are able to collect more than 20% of the email addresses of people who land on an email capture page. Your conversion rate is probably even lower. Your social media efforts can pay off, however, in the form of driving people to your email capture page to register, if the incentive is right.

It is easy for people to Like and Follow You, and keep up to date with you that way, so plan to cater to all these methods in order to stay in touch with the ideal customers in your niche.

In order to like you, people just need to see a piece of your content that they connect with anywhere on the web. It doesn’t take much and can be just a passing thought, but if you link your blog with your social media tools and tweet them or post them on your wall automatically, they will become much more visible.

If someone sees one tweet of yours that they like, they can decide to follow you. They might even be willing to re-tweet, and enough re-tweets will help you go viral online.

You can reach a lot of people who wouldn’t have otherwise got in your funnel through social media.

==> Social Media Is a Two-Way Street

Email marketing and (most) website marketing is a one way street. That means that you’re the one who’s providing the content, while your customers consume the content. You put out emails, they read the emails.

While this can be an effective way to market a product, it’s nowhere near as effective as having a real connection with your customers.

Social media allows you to have a two-way conversation. They can comment on your stories, tweet back, answer polls, like, post on your wall and express their opinions however they like.

This gets people much more invested in your brand and in your product. Someone who just reads your emails versus someone who’s in active discussion with you are two completely different kinds of customers. The latter will vehemently recommend your products, buy from you regularly and share your content, while the former may only purchase every once in a while.

Access to People’s Friends

Best of all, social media gives you access to other people’s social networks. With email marketing, you only get access to one person. With social media, if you make a post or a tweet that someone strongly agrees with, your content will immediately be shared with hundreds of other people. Among those people are more people who might re-share your content.

Social media is a powerful tool for building two-way connections and reaching the friends of your customers, for even more relationships you can develop online. If you don’t have a solid social media strategy yet, now’s the time to create one and reap the rewards.

FURTHER READING

Social Media Marketing in 15 Minutes a Day

How to Start Using Twitter as an Effective Marketing Tool for Your Business

How to Use Twitter for Viral Marketing