A Digital Marketing Insider's Point of View by Winston Bromley.
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The True Value of Social Media Marketing

The True Value of Social Media Marketing

As a business using social media marketing, you need to know what is the most important thing that you can do to attract customers to your business. You may be surprised to learn that the most important thing in online marketing is building trust.

Customers want a brand that they can trust and count on. They want a company that they can refer their friends to or that they can keep returning back to when they need similar services again. At the end of the day, the ROI (Return on investment) is not the biggest value that you are going to get from social media marketing.  Through social media, you are going to be able to build up a trusting relationship with your customers, that helps them identify from you, and to learn from your insights. This will make you “front of mind” and become their first call when they need something.

The first step to gain this trust is to communicate with your customers and potential customers in your personal brand voice that is consistent always. This is most effective through writing social media posts in a manner that is human rather than through messages that seems very robotic in nature. You want to show off a relatable personality that will get customers to trust in you and your Company. Once you find the specific tone of your brand voice, you need to stick to it. Being consistent is key to gaining the trust of your readers and customers.

When it comes to actual posts, there are a few things that you need to do. You should post ideas that are unique and original for a few reasons. One, fresh posts help in ranking articles and two, when people see a different approach to a common topic, it can gain traction. These posts can be informative pieces or ones that are entertaining or a mixture of the two. You want to make sure these posts shareable so that your followers will want to share it with their friends, by having social media sharing buttons on each article or post you do. By doing this, you will gain more followers, which will increase the recognition of your brand.

A final aspect to using social media to gain the trust of your customers is through engaging with them. If a customer contacts you through social media about an issue with your products or services, be accountable and apologetic while trying to remedy the situation.

These are things that will help increase your customer’s trust in your brand. If a customer trusts you, they will be more willing to keep coming back for services and refer their friends and loved ones. Do not use your posts to market things all of the time, otherwise people will not want to follow you. You need to find a perfect balance between advertising and offering more value to your customers.

Remember this: Educate, don’t inundate.. Provide value, and people will trust and buy from you naturally.