Let’s face it, social media marketing can seem like a complicated math problem you don’t have the time to master. And while that may be partially true, there’s a few basics that always win a fan’s heart.
Take a step back and put yourself in the place of the fan – what do you need? What are you looking for from a brand? What makes your heart pitter patter?
If you narrow it down, it’s actually quite simple. In fact, it’s outright obvious.
But as humans, we like to overcomplicate things.
So here’s to breaking it down, and making it attainable for your brand.
What does this mean? Seriously incredible customer service. It means your business is live and available at all times to answer questions, solve problems, and even make people laugh. It means, there’s a human behind the social media gear shift. It translates to ease – and we all love ease.
If you show your fans and followers that you’re available and ready to jump in, they will endear themselves to you.
For example, I tried out a few different Facebook contest apps looking for the very best. But I wasn’t just looking for an excellent product, I was also looking for amazing customer service.
I signed up with a popular product and their welcome package included a link to more links i.e. a support forum. BLEH. When I emailed them and asked to be given a tutorial, they referred me to the forum. As a business owner, the LAST thing I want is to waste my time perusing through a support forum. END of service.
The next app wasn’t as well known at the time, but I was immediately given a personal attendant to walk me thru tutorials, answer my questions via email, and even incorporate a few changes I needed, but didn’t have time to do on my own. Then the BALLER move – they sent me a t-shirt and a handwritten note to welcome me.
Talk about hooked!! I was IN LOVE, and shouted their praise from the mountain tops. And if you’re dying to find out who they are, check out Shortstack. I love them so much, I signed up for their affiliate program because I was telling everyone I knew how awesome they are.
What makes you follow a brand online? Do you like their product? Logo? Are they useful? Exciting? Entertaining?
Because let’s face it – most brands are borrrrrrring online. And while all brands can’t be fun and exciting, there’s one trait that ranks WAY higher – dependability.
Can you count how many brands you actually trust? Or how many are there for you – consistently? How valuable is that? Crazy valuable, right?!
If I trust a brand, I’ll pull out the cash, I’ll drive further to pick it up, and I’ll tell everyone and their Mom how much I adore it.
So one of the coolest aspects of social media marketing is that it can build trust without ever meeting your customer face-to-face.
For example, this year I invested in a $2000 online program – the biggest investment I’ve made in my business to date. But I watched the creator of this program for two years, following her online, watching her videos, laughing at her goofy personality (kindred spirit), and seeing the level of success her students attained.
I was in sales for several years, and would consider myself one of the hardest sells. I don’t dish out money easily.
It took two years for me to develop trust in her brand, but then I more than happy to sign away a chunk of change, and I had never met her.
People become loyal when they know they can trust you, when they feel safe asking a question, purchasing a product or giving you their time.
So how do you build a trustworthy brand? Being consistent with your content, your focus, your engagement, your everything.
Consistency is probably the most important thing you can do to develop a brand that people trust.
Yes, it sounds corny, but it’s true. Your fans want to know that YOU CARE.
They want to know they’re important to you, and not just on a general level, but a personal one. They want to be called by their first name, to receive handwritten letters, or words of acknowledgement – they want to feel special.
And it’s not just that. They want you to teach them to be better, different. They want you to give them the tools to empower their lives, whether it’s a workout program, a cooking guide or a video explaining a new process that will save them time.
Bottom line, they want you to GIVE to them. And you should. It’s part of our job, and giving value is the best business philosophy I’ve ever known.
To bring some much needed mushiness into your social media, consistently show up, share valuable content, and do the two previous things on this list: be available and trustworthy.
And quite frankly – do something different. Put on your creative cap and decide how your brand can personalize its service or product. Brainstorm ways to welcome people online, interact with them in a unique manner, and find ways to make them smile.
No matter what, showing you care about your fans will always put your brand in the winning lane.