Building a brand requires the company to build a relationship with their customers. They must take the time and use their resources to establish a dialog with each and every consumer that conducts business with their company every day. Each interaction with a customer can have a profound impact on their opinion of your entire company based on their feedback, which they will share to their friends, family, and their own online community.
Who needs loyalty these days?
According to Britt Michaelian’s article from WorkSmartLifeStyle, “When you build a brand, one of the most important aspects of being successful is building a community of brand loyalists who will listen to your words, read your posts, show up at your events, purchase your offerings and connect with like-minded individuals.” In order to establish such loyalty, a company must create an active relationship with their community; a feeling of being wanted and needed in the community. With the age of social media upon us, reaching many people that may be interested in your community is easy, but making them invest their time is difficult and requires a significant amount of dedication in the business.
Connecting with your audience is key, which will drive their interest in your brand and product(s). Another article written by Britt Michaelian includes a list of ways to connect with an audience through social media, some of which I found very interesting. Here are a few that I think are the most important items out of his list:
- Engage in meaningful conversations with their followers on a consistent basis.
- Keep social exchanges positive and uplifting.
- Don’t just broadcast an advertisement, connect with the followers and establish a long-term relationship with them.
- Don’t be afraid to make a mistake.
- Without their audience, the message will not be heard; express and show gratitude often.
I think one of the most important on the list is engaging in meaningful conversations with your followers. I currently follow over 50 businesses on Twitter, the majority of which post advertisements 90% of the time. Majority of the businesses seem to use Twitter as a central hub for their latest headlines and/or marketing campaigns, which is understandable, but lacking on relationship development. Due to their apathy, I generally disregard their posts and feel as though I don’t matter to their bottom line.
I’m currently working on establishing my own brand for my consulting business, Billington Consulting,LLC, which requires me to post daily on Twitter and Facebook. Creating a community is difficult, especially when your initial members will consist mainly of your clients. Throughout Britt Michaelian’s articles, he indicates that building your brand is like raising a child; both require time, effort, energy, and some “love”.
Outreach and Loyalty
While expanding a community and attempting to establish new relationships with potential customers, a Community Manager must understand their audience prior to engagement. Reaching out in an informal sense through social media sites (i.e. Twitter) is a great way to begin dialog. Erica Moss’s article contains some great ways to engage bloggers that may have their own followers, which will enable the brand to reach multiple audiences.
Overall, loyalty ensures that customers will champion the brand and any products that they purchase. Concentrating on your target audience is a good start and remember that not everyone outside of your target audience will like the brand and/or its products. As a Community Manager, we can utilize social media to develop the dialog with our customers that can lead to a long-term relationship