Positive responses to social media campaigns are always great to see. Being able to use the feedback to create an effective sales channel can prove to be tricky. Danny Maloney, co-founder of Tailwind, has stated that focusing on strategizing can one-time customers and casual fans into “influential advocates” and repeat clients for any size business.
Below are 4 steps you can take to gain loyal and raving customers:
1. Use a targeted approach.
Fostering wide scale awareness on social media in the same manner as huge brands isn't economically feasible for small- to medium-sized companies. Instead, Maloney says companies with more modest budgets should spend their time and resources on the customers they're most likely to convert.
2. Let your fans know you're listening.
Unlike other mediums — like print and broadcast — social media isn't a one-way channel, it's a conversation and brands have an obligation to be responsive.
3. Target your special offers.
The customers who already sing your praises on Twitter and Facebook sometimes need a just little nudge to keep them coming back. So as you thank them, consider offering them an incentive, such as a discount, to visit your business one more time.
4. Curate compelling content.
One way brands can develop meaningful relationships with their fans and customers on social media is by finding and sharing interesting content around a specific set of topics. Larger brands are expected to publish content on par with quality magazines, but Maloney says companies of any size can develop an effective content-marketing strategy.
Can you share a 5th step you feel should be taken when attempting to turn those one-time customers into repeat ones?