The main way that I utilize social media to increase brand loyalty is to serve as a valuable source of information to our followers. Content on social media needs to have educational value to readers, and it needs to be information that they can use in growing and improving their company. It should spark ideas, conversation, and even arguments. In doing this, your audience will not only trust you more, but they will have a reason to keep coming back to your channels. For B2B marketers, LinkedIn and Twitter typically have the highest traction rates in terms of customer engagement – it is where your audience lives during the workday. Posting content here, as well as commenting, sharing, and starting conversations with other people, is a great way to get your content read, shared, and for it to gain momentum.
Social media has helped us retain customers over other channels because it allows our customer base to interact with us on their own terms. When using the phone, you might not be catching them at opportune times at which they have the chance to talk to you and listen to what you have to say. However, you can guarantee that on social media, your reader is reading what they want to read, when they want to read it – meaning that your content has a much higher likelihood to resonate with them.
At UrbanBound, we use social media as an outlet to educate people about our industry. Instead of constantly pushing out our product and self serving our company, we post articles and content pieces relevant to our readers. We do this by (trying our best to) follow the 50/50 rule. With this rule, 50% of the content is ours, and the other 50% is from other people. We interact, retweet, respond, and engage with the Twitter community as an attempt to spark ideas and conversation. Once people trust your brand and value what you hav e to say, the rest will fall into place. You need to establish credibility though, and the only way to do that is to serve as a source of education to people – not a sales pitch.
To wrap it all up, it is absolutely crucial for a small business to keep an active blog because it fosters that educational component to your company. Keeping a blog not only helps to expand personal knowledge about your industry, but it proves that you are not just trying to sell your product. This not only makes your audience trust you more, but it holds you as a business more accountable to staying up to date with trends and best practices, keeping you and your readers at the top of your game.