Where does brand experience start? Does it start when consumers walk through the doors, or when they reach out to sales?
It may seem obvious, but brand experience starts wherever the customer decides it starts. For instance, if the customer sees your signage and decides to shop in your store, the brand experience started with the sign. If a customer starts with a bit of online research, the brand experience starts with your online presence. Personally, I tend to look at a business’s social media, not only to see how they engage with their audiences but to also see common issues that people have and most importantly, how those issues are handled.
See, I’m not alone in this approach. According to Pew Research Center, more than half of adults under 50 routinely check online reviews before buying new items.
How can a company create and nurture a winning brand experience through social media engagement?
Being consistent means that you need to ensure your team is on the same page when it comes to responsiveness, tone, and resolution. While resolutions may not be one size fits all for customers, they should have a great idea of what they’ll get from you when they reach out on social. Take Casper for example. This mattress company has an online reputation of being extremely helpful, friendly, and more importantly- consistent.
When you pull on emotions, people tend to want to invest more. While it can be tricky to decide which emotion resonates most with your audience, a simple sentiment analysis will be able to assist you with your social media management strategy. By understanding how your customers feel about your brand and topics associated with your brand, you can ensure social media engagement is at the core of your social strategy. Wendy’s is a great example of using humor as a vehicle to increase engagement. They played around with a few triggers and found one that worked. What’s even more magical about this approach was the fact that once they saw what resonated most with their followers, they kept it up!
Adapt to customer needs
Lastly, but most importantly, adapting to what customers are asking for shows a customer-centric approach and shows that you’re invested in maintaining a relationship with them. This doesn’t just begin and end with voice and tone, but also with support requests and inquiries.
These are just a few ways that brands are putting brand experience at the center of their social media strategy. How do you stack up against the competition?
Denasia Pinkard, the Content Marketing Manager at Clarabridge, is responsible for the production of all content from concept to execution. With over 10 years of writing and editorial experience, her specialty lies in communicating the value of seamless customer experiences. She has a BA from Morgan State in Telecommunications, and an MA from UMUC in International Marketing Management. Follow Denasia.