Last week, we began our look at social media as a marketing tool. This week, we’ll dive a bit deeper and look at social media as a tool to stay top of mind with existing customers. [level-members]
We’ve spoken in the past about customer experience, with those conversations focused more on the experience of being in your shop and, to a lesser extent, to your website. But customer experience encompasses all touchpoints with clients, including social media, email marketing, and even the ever-more-uncommon phone call. (The fact that we still call them mobile phones is almost silly at this point.)
For social media customer experience, you want to be sure that you are using a consistent – and very human – voice. Don’t hide behind some pseudo-corporate speak that so many businesses use to make themselves look bigger. Your status as a small business is an advantage on social media; make the most of it by making your presence as human as possible.
Beyond establishing that friendly, welcoming voice, be sure you focus on friendly, welcoming content. As we said last week, selling comes later. So while you can certainly post the occasional notice about an upcoming promotion or sale, most of your content should be more informative – wine industry news, food and wine pairing ideas, local events sponsored by neighboring businesses.
On social media, if you can make yourself a part of your community, and therefore a part of your audience’s lives, they’ll welcome you as a part of their lives. And that’s what creates the strong relationships that has customers returning to your shop again and again – and raving about it to their network of friends.