Loyalty customers optimizing the Social Media strategy
48% of buyers use a combination of search and social networks when making decisions to buy fuel, according to research by GroupM Search. Only 24% start at sites of a specific company, which shows that 76% do not feel committed to a particular brand.
Most companies know that today they must participate in different social media, but the problem is that they do not know what role to play in them. To understand what works in them, brands must learn to differentiate buyers (pre-purchase) and customers (after purchase). Both types of consumers have different needs and to fulfill them, they must play different roles.
Research shows repeatedly that consumer perceptions of a brand change through interaction with social media, but ads and brand content is not what the user is looking for. In the 90 days prior to your purchase, less than 1% of consumers engaged in social media interact with sponsored ads. This low average is clear with ads on Facebook, which have an average of 0.051%.
According to buyers, social media is useful for most buying decisions, but other customer reviews take 30% of importance, while Facebook with 17%, YouTube with a 14%. % and Twitter with 9%, are less important.
The value is translated from the comments in social networks, where it is demonstrated that the opinions of other consumers weigh on the decisions of their friends, while they work as the biggest motivator for the buyers. The ad has no value, but peer communication.
This does not mean that brands should not be socially active, because their presence in social media is essential for marketing and the online reputation of the company. The report means that social objectives should not aim to boost brand sales, but help consumers buy or make the right decision. With good online reputation, the odds will increase.
Now, we have another error with customers, that is, those who have already made the purchase, because with the typical phrases such as “thank you for your purchase” we are not inviting you to know us and without it, there will be no loyalty. A simple link to Twitter or Facebook will allow the user to be part of our community and with it, to know that in a future purchase he will take us into account.
This information is based on the report, when we see that 64% of customers say that they are likely to follow a brand in a social media after a purchase. We invest a lot of money and time in managing to sell through the Internet, but once we get it, we expel the user. If we invite you to stay with us, what results can we have?
If we show customers that we care beyond the purchase, that we want to know their experience and that they share it with us, be it good or bad (in order to reverse it and improve it), we will have more and more customers every day. Encouraging these conversations has become basic for our company to gain more strength.
Buyers and customers have different needs in social media. To reach customers, brands must encourage the use of social networks and earn them. On the contrary, the client requires that we deepen the relationships. Knowing how to recognize the needs of each consumer will improve everyone’s experience.