How to Maximize Customer Relationships in Retail with Social Media and Community Management

How to Maximize Customer Relationships in Retail with Social Media and Community Management

Social media marketing has become a primary mode of communication in the digital age. While it has become a go-to channel for young individuals, it also has become an indispensable tool for e-commerce and businesses in other industries. 

This digital marketing channel can establish a unique connection between businesses and their target audiences on a personal level. This enables companies to foster trust and loyalty. 

Moreover, companies, through customer engagement, can establish a strong emotional bond beyond mere cold and formal business transactions. You can address further their concerns while showcasing your brand personality through community management.

Business Benefits of Social Media 

Because of its unique capabilities, social media has a special place in marketing your business online. Here are some benefits that your company can enjoy:

Increased Sales and Revenue

A popular digital marketing channel, social networks can bring tons of benefits to your business. Aside from driving traffic to your website, it is also a platform to convince your target customers to buy your products using engaging content.

Lower Customer Acquisition Costs (CAC)

Organic social combined with targeted social ads are usually more cost effective than traditional marketing channels when attracting new customers. Over time, this translates to lower customer acquisition costs, boosting your profit margin.

Higher Customer Lifetime Value (CLV)

In fostering strong customer relationships, social media is your best gateway. Nurtured leads become loyal customers who buy repeatedly and may even become brand advocates, increasing their CLV.

Improved Brand Reputation

Authentic interactions on social media enhance your brand image. Positive responses, helpful content, and social responsibility initiatives all contribute to trust and increase the overall value of your brand.

Amplified Reach at Lower Cost

Sharing quality organic content and strategically boosting it with paid advertising can cost significantly less than traditional marketing for reaching the same-sized audience.

Aligning Your Social Media Campaigns with Business Goals

As an online retailer, investing in social media can be your ticket for better sales. However, not all companies have earned a decent or impressive ROI (return on investment) from this activity. 

Why? Because many companies do not align their social media efforts with the right business goals. Some concentrate too much on creativity that they forget to lead their customers to 

According to Marley Jaxx, a filmmaker and YouTube content creator, a major reason could be businesses target the wrong business goals.

Marley said in one of her YouTube videos that most companies are not paying attention to accomplishing three sequential business goals: 

  • Lead Generation
  • Lead Nurturing
  • Lead Conversion

Let’s explore them one after another and discover strategies and tactics to carry out per goal. 

Lead generation

Your goal in the lead generation phase is to generate interest in your product or service from your target audience. At this phase, you are attracting the interest of your prospective customers through clever and creative digital content strategies.

Here are some ideas to turn your audience into leads.

  • Captivate your audience with lead magnet offers like early access to your new products, discounts, or coupons to attract your customers that they can’t resist.
  • Showcase authentic testimonials from satisfied customers.
  • Form strategic influencer partnerships in your industry.
  • Position your brand as a thought leader by fostering community engagement.
  • Launch a referral campaign to leverage word-of-mouth marketing.
  • Gain valuable insights into your audience’s preferences, pain points, and industry trends.
  • Empower your team to become brand advocates on your social networks.

Lead nurturing

Nurturing your leads solidifies your relationships with potential customers by consistently engaging with them through different channels. You can do this by providing valuable and relevant content. Here are some tips to level up your relationship with them through social media.

  • Develop a robust content ecosystem that nurtures leads.
  • Foster meaningful connections through active engagement with your audience on their preferred social media platforms.
  • Implement a lead scoring system to prioritize and segment your leads based on their engagement, demographics, and behavior.

Lead conversion

In social media, lead conversion is the transformation of casual audience or followers into buyers or subscribers.

  • Boost high-performing social media posts with paid advertising.
  • Incorporate popular and relevant hashtags into your social media content.
  • Leverage the power of user-generated content to build trust and social proof.
  • Incorporate shop buttons or links within your social media posts and profiles to streamline the path from discovery to conversion.
  • Create a branded Facebook group to foster a dedicated community of engaged prospects and customers.
  • Actively participate in existing online communities aligned with your target audience and industry.
  • Partner with relevant influencers in your niche to leverage the established follower base.

Turn Your Satisfied Buyers into Brand Promoters

Now that some of your leads have turned into satisfied customers, you can further nurture them to become your brand promoters or evangelists. Here are some tactics you can do to accomplish this goal.

Create Share-Worthy Content

Develop high-quality, visually appealing, and engaging content that customers will be eager to share on your virtual store and their social media channels. This could include behind-the-scenes glimpses, educational resources, or entertaining content that aligns with your brand’s personality.

Deliver Outstanding Customer Service

Delighted customers are more likely to advocate for your brand. As such, give exceptional treatment to your customers through excellent service across all touchpoints, on your brick-and-mortar and online stores, especially on your social media accounts. You can do this through:

  • Prompt response to queries and concerns 
  • Effective addressing of their concerns
  • Exceed customer expectations

Encourage User-Generated Content (UGC)

Give customers incentives whenever they share their experiences with your brand on social media. You can do this through contests, challenges, or campaigns, This way, you can encourage them to craft UGC. Repost and amplify their content. Through this, you can make them feel valued and special participants in your brand community.

Engage with Customers

Actively engage with customers on social media by responding to their comments, questions, and mentions. This personalized interaction fosters a sense of connection and appreciation, making customers more inclined to promote your brand.

Implement a Referral or Loyalty Program

Offer incentives or rewards to customers who refer new customers or promote your brand on social media. This strategy encourages advocacy while helping attract new potential customers through word-of-mouth marketing.

Foster a Community of Your Customers

Encourage customers to interact with each other on your social media channels, creating a sense of community around your brand. This fosters a sense of belonging and loyalty, making customers more likely to advocate for your brand. 

Show Appreciation

Give recognition and appreciation to customers who promote your brand actively on social media. Repost their content, send personalized “thank you” messages, or offer exclusive perks or discounts to make them feel valued and appreciated.

Boost Your Social Media Success with LeapOut

For many retailers, social media is an easy way to promote their merchandise. If you’re savvy enough, you can showcase your brand and products for sale with minimal cost. With the tips above, you can boost your social networking efforts and benefit from 

With LeapOut, you can take your company’s social media strategies to the next level. Contact us to take a leap in your digital marketing campaigns today.

Tony Chua
Tony Chua

Tony Chua is an adept Web Content Specialist and HubSpot-certified professional, with an Economics degree from the University of Santo Tomas and over ten years in content creation. Specializing in SEO articles, blog posts, and social media content, Tony has a diverse background encompassing news writing, press releases, and editorial work.

His multifaceted expertise also covers desktop publishing, graphic design, web development, and video editing. At LeapOut Digital, Tony applies his versatile skills to enhance digital narratives and engage a global audience through compelling content.