It goes without saying any more that your business should be connecting with customers and prospects on-line, but its difficult for people to connect with a corporate entity or make friends with a logo. So how can your business leverage the power of social media and build stronger customer relations?
Many successful brands seems to grow straight out of the personalities of their leaders, but most of us aren’t Steve Jobs or Richard Branson. There are things that anyone can do when presenting themselves as the ‘face’ of their company.
Tell Your Story
As important as product benefits are to your customers, they are far more likely to connect with your narrative. How your business was started, what you are trying to do, and what it means to people’s lives are the kinds of things that help build a great story. Merge this story into your marketing messages and connect your experiences with your customers’ goals. Larger organizations should have multiple ‘faces’ for different aspects, and everyone should be aware of the overarching story and how they connect to it.
Be An Authority
Social media is about networking, and you should be a valuable member to your networks. Use your skills and experience to share your message wherever you can. Creating videos, writing articles, posting on message boards and making your self available for interviews are great ways to boost your online persona and share your story. This will also build rapport and trust with your customers without pressuring
them to buy anything. And this will pay off in the long run when they do need your company’s offerings.
Take Your Lumps
Joining in the online conversation about your company will inevitably lead to facing complaints from customers. Learn to take criticism with dignity. No matter how good your products are, and how responsive your customer service is, there will be someone who is dissatisfied. How you respond is more important than the complaint itself. Try to respond to their concerns and use the feedback to improve the experience for others.
The vast majority of people check reviews before making purchases, and place much more trust in sites with positive and negative reviews. Request feedback from your customers — even offer incentives for it — and use criticism to improve your process. If a customer’s complaint is valid, respond privately and post a public response when any dispute is resolved. Other customers will appreciate your responsiveness with getting involved in a public argument.
The online conversation about your company and products is going on every day, its up to you to become involved in this conversation on put the best ‘face’ on it.Read More