“People don’t buy what you do or how you do it, they buy why you do it.” – Simon Sinek
Every business has its mission statement, its core values, its purpose. Whether that purpose is to provide a service, inspire change, reinvent a broken system, or share valuable information, separating from the competition comes down to one important question.
Why do you do what you do?
More importantly, how do you show potential customers why you’re different than your competitors?
That’s where social media comes in!
Social media plays a unique role, unlike most marketing efforts. When used correctly, it invites people into your world, bringing to life what matters most to the brand. In a sense, you have created a community or an environment that like-minded paying customers desire to be included in.
What makes Nike different than any other activewear company? Their prices are high, their product material isn’t necessarily better than competitors, so why are they a leading company in their industry? Because they have successfully created a community, a hub, a world, for like-minded individuals that love looking good while staying active.
Why does Apple continue to break sales records with their products? You wouldn’t think a computer company would be leading the industry with their mobile devices. But they are! People love the sleek, clean look, and their customer service is unparalleled. You buy Apple products not because they are inexpensive, but because of their reputation for being high-end reliable gadgets.
Creating an experience for your customers is just as important, if not more so, than product development. People want to know where your heart is.
The end game of that reveal begins with your social media presence.
The type of content you choose to push out across your channels exemplifies what your brand is all about. With the rise in paid social ads, viewing your social platforms as free advertising billboards is counterproductive to how you should utilize that space.
What type of content should you be publishing to Facebook, Twitter, Instagram, YouTube, and others?
Social is a great place to tease and release new products, to create excitement around your services, to let your followers be the first to receive brand news. Show off your product in real-life scenarios, not heavily edited pictures with models. Or provide valuable information about a service your followers would find useful.
Social media is not a place to spam your audience with lifeless advertising. Instead, break the fourth wall between you and your customers by sharing behind-the-scenes company moments, or through one-on-one engagement. For better or for worse, people use social media to keep up with business development, and as a tool to reach out for customer support.
Staying on top of these areas increases trust and loyalty in a big way, confirming to your customers that they truly belong with you.
Interact with those that frequent your social media channels. Engaging with customers in a unique way builds trust and strengthens relationships. Everyone likes to be heard and feel validated. You’ll have a client for life if you show him or her the same type of enthusiasm you would if a friend tagged you in a post.
Increase your customer satisfaction by improving your communication. Whether it’s starting your own hashtag for customers to use, or simply encouraging them to share their personal experiences they quickly become loyal brand advocates.
Social media’s speedy communication abilities have completely changed the face of customer service as we know it. Gone are the days of dialing a phone number just to be put on hold for an hour. People expect faster support now. Indeed, thanks to social media, individualized customer service is not only possible, it is expected!
According to Social Media Today, 1 in 3 social media users prefer social media customer care services to telephone or email. An estimated 67% of consumers now use social media networks like Twitter and Facebook to seek resolution for issues.
How quickly you attend to customer needs has a major influence on your “why.” When you confirm to people that their problems matter, that you care enough to answer their concerns quickly, you’re more likely to keep them as customers.
The Heart Of Your Business
When you keep in mind that followers, customers, and fans are more than just a number that makes your company look good everything you distribute becomes more meaningful and focused. Show current and potential clients where your heart is. Let them see the why behind everything you do. People will jump on board not only for the service or products you provide but because they believe in your cause and in what you represent.
Change your social media strategy to better illustrate your values by getting creative with your content, making engagement a bigger priority, and developing an efficient customer support system.
For more on social media, visit our social media management page.
Have any other tips to share that have worked best for you? Feel free to comment below!