After you know the emotional component(s) that will help you connect with your customers; how do you go about applying it to your social commence? There are some common best practices that will please them.
Make your posts, ads and feeds exciting. Show off your brand, get creative, have some fun—but above all, be engaging. The possibilities you have to get their attention are fairly limitless, from something simple like posting three images side by side with enticing products that mimic a brick-and-mortar store window to an engaging reel with lively music (Instagram and Gen Zs say yes please to the latter).
Put user-generated content to good use. Do you know what your customers trust the most? Theirs’ and other users’ posts. So what if you feature your customers in a marketing campaign? That’s just smart. And something that will delight many of your customers is featuring one of them wearing or using your product—talk about instant and lasting connections.
Use influencers. The reason influencers have helped make countless brands so successful is due to the fact that, not too long ago, they too were once “unknown” (just another social media user). It’s the same school of logic as “if it can happen to them, it can happen to anyone.” Their followers trust them and if the influencers trust and promote your brand, you’ll connect with them more.
Show them that you care and understand them. Take the time and invest in data analytics to determine what your customers care about beyond your brand. If you’re a retailer who sells home furnishings and you see that certain customers buy a lot of pots and pans, it’s a safe bet that they enjoy cooking so offering recipes in your posts would be a good idea. But dig a little deeper into your data to find out what they like to cook to find recipes they’ll really get excited about—the more value you give them the more delighted they’ll be.
One consumer trend that’s likely to stay is that they want their brands to be socially conscious—particularly millennials and Gen Zers. So if your product is environmentally friendly, share some stats about how you’re helping reduce your carbon footprint.
Give them every reason to trust you. After you’ve made strong connections and increased social commerce purchases, be sure to follow it up with seamless service. From the security of their payments and the quality of your products to the lack of any glitches in your services as well as the timely arrival of their orders, show them that your brand is one they can trust. When trust happens, they’re more likely to begin scrolling their feeds to see your brand—or visiting your social sites.
Related: Retailers need to boost consumer trust when they’re introducing retail innovations