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July 18, 2023

Social Media Not Sales Media: Why Social Media Should Be Used for Building Relationships, Not Just Making Sales

It’s called “social media” for a reason, but have you lost sight of the value of connection?

Have you ever looked at your sales and wanted to drum up some business,  and your next thought is to push out some content on social media?  It’s a natural thought, that’s where the people are.  It might seem right, but this is not the way. 

Businesses often prioritize sales over social engagement on their social platforms. However, there is a deeper purpose that tends to be overlooked – building relationships. Shifting focus from sales to establishing strong customer connections can actually drive long-term success.

Discover why connecting with your audience on social media holds greater significance than merely chasing sales numbers, and how your business can leverage these long-term benefits to elevate your brand in the digital age.

Top view of 4 people on the floor with laptops. The words "Like" "Hello" "Share" and "Click" are in colourful speech bubbles on the ground in front of them

Consumers Crave Genuine Connection and Community

 

In a world where consumers are bombarded with advertisements and sales pitches at every turn, building relationships on social media has become more important than ever. Consumers crave authentic connections and genuine interactions. In fact, a study from Sprout Social (2018) found that 64% of consumers want brands to connect with them

Always picture yourself at a party.  Have you ever been to a party, having a great time, getting nostalgic over the music and all of a sudden a guest just goes on and on about themselves or broadcasting their latest MLM? You just can’t wait to disengage, right? Most of us are on social media for entertainment. Not to be sold to, remember that.  

And it’s not just about promoting likes and increasing followers; it’s about creating a community around your brand. By actively engaging with your audience, you can showcase your brand personality, values, and culture in an authentic and relatable way. By focusing on relationship building, you show your customers that you genuinely value their opinions and are interested in understanding them as individuals (and not just their piggy banks). 

Say Goodbye to the Salesman 

 

Traditional sales tactics often focus on closing the deal as quickly as possible. When you focus solely on making sales on social media, you risk coming across as pushy and insincere, which can turn potential customers away. Consumers want to talk with, not at by brands. Businesses too often treat their social media channels as a billboard broadcasting messages to their audience with no room for dialogue. So, while closing a sale is undoubtedly important, ensuring that you are creating a foundation of trust and credibility will benefit your business in the long term. 

Instead of bombarding your followers with sales pitches, take advantage of the two-way communication by providing valuable, informative content and establish yourself as a trusted source for them to turn to. This approach not only helps build brand authority but also fosters a sense of reciprocity and loyalty to your brand. 

“Consumers want to talk with, not at by brands”

Gain Insights Right From the Source

 

Understanding your audience pays off in multiple ways. For one, when brands demonstrate that they understand their customers’ wants and needs, 43% of consumers will buy from that brand over their competitor.

By actively engaging with customers on social media, businesses can tap into their insights, suggestions, and feedback. Customers appreciate brands that listen and respond to their opinions, making them feel valued and influential. This feedback loop can be used to improve products, services, and overall customer experience, resulting in a more customer-centric approach to your marketing strategy. 

Moreover, involving customers in the co-creation of new offerings fosters a sense of ownership and strengthens the bond between the brand and its customers. When the time comes for a purchasing decision, customers are more likely to choose a brand that they have a relationship with and trust (75% more likely to be precise).

"75% of consumers prefer to buy from brands they have a relationship with."

Loyalty into Sales 

 

Once you invest time into building relationships on social media, you’ll be granted the ultimate prize: a loyal customer. Turning a customer into a loyal brand advocate is the ultimate goal for any business, as these consumers act like mini marketing campaigns on your behalf, often recommending your products or services to their own social circles. This encourages repeat sales and expands your customer base.

Nurturing customer loyalty can create a ripple effect that leads to increased sales, sustainable growth, and outperforming your competitors. Specifically, it’s been found that 52% of customers go out of their way to purchase from brands they are loyal to, and are 76% more likely to buy from them instead of a competitor. 

Therefore, investing in social media relationship building is one of the most effective ways to create loyal brand advocates who will actively recommend and purchase from your brand, creating an increase in quality leads, and sales, giving you a competitive edge.

Conclusion: Don’t Skip Out on the Conversation 

 

In an age of information overload, building relationships on social media is no longer an option; it’s a necessity. 

Your number one purpose on social media should be to establish and enhance your connection with your audience. The numbers are clear: consumers crave authenticity, connection, and a sense of belonging. Social media can aid this need by providing a unique opportunity for your brand to build credibility, foster communities, and gain valuable insights through personalized and interactive conversations.

By prioritizing relationship-building over sales-driven tactics on your social channels, you can foster trust, loyalty, and long-term customer relationships that extend far beyond a single transaction.

Two women sitting on a beige couch smiling at a laptop

How We Can Help

 

So, you understand why prioritizing social media relationships is important, but are not sure how to execute it? Here at Giant Shoe Creative Agency, we take a strategic approach to your social media channels focusing on growing the right audience, establishing a strong relationship, and leading them to conversion. We strongly believe that putting the customer at the forefront of every decision is the only way to drive real business growth and success. Let us help you create a social media strategy that aligns with your goals and the needs of your customers. 

Interested in learning more? Contact us here.

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