Outside of your products and store (both brick-and-mortar and online), who acts as the face of your brand for most consumers? Believe it or not, it tends to be your fulfillment team. They fill orders, field questions about shipments, and make sure that your products get where they need to be on schedule. While it’s important that the right order gets to the right doorstep at the right time, consumers in the digital age have come to expect a brand experience that goes above and beyond order fulfillment.
You may have the best fulfillment team in the business, but it’s still up to you to shape how customers actively experience your brand every day.
Luckily, you can create a dynamic social media presence that helps customers fall in love with your brand all over again.
Social media is one of the essential, pivotal variables that helps you connect with customers and drive sales— from your website and from external avenues.
Developing your brand's balance between store promotions and community building via social media campaigns can create customers for life. And when your fulfillment team delivers on their end of the experience, consumers have even more incentive to become a loyal member of your community—bringing family and friends along for the ride.
How to Balance Store Promotions with Community Building
Your goal is to build a community like none other in your industry, using social media outlets to support one another. Taking a multi-faceted approach to social media from the get-go will advance brand awareness and immerse consumers into your community.
Think of building an immersive experience like being a party planner. You have to decide where you want the party to be held, the kind of mood or theme you want to set, and what you want to serve up so that you can get people excited for the next experience.
While there are myriad outlets you could be using, let’s focus on the Big 3 for consumer-facing businesses—Facebook, Twitter, and Instagram.
- Facebook is your hub. This is the primary face of your social experience— and your chance to make the right first impression. Use your featured image as an opportunity to create a splash page that features images that encapsulate who you are and how you want customers to experience you. Post (and perhaps even pay to promote) features (links to blogs, videos, contests, galleries, promotions) that link back to your website and other social media— that way you can guide consumers through the steps that make any social media campaign to be successful.
- Twitter reinforces Facebook by getting a real-time conversation going. These days, Twitter is where everyone goes to get their news. And while it’s not the best place to offer promotions, this constantly streaming platform is the place where you can find out what customers are saying about, and to, your company and your industry in the moment, then engage in that dialogue—both the positive and the negative.
- Instagram is perfect for interactions that lead back to an experience at the hub. It's also much easier to go to an Instagram feed to revisit experiences than search through an ever-running Facebook and Twitter feed. Here you can feature consumers using your products while including links that will lead directly to e-commerce fulfillment. Consider the following: Your brand recently held a sale on flowers, shrubs and trees. To build off this sale, you could create a contest that offered another discount to ten people who post images of projects that utilized their purchase. You've already made several sales, but by showing how your community used the products reinforces the value of your brand with new consumers. Seeing featured ideas with exact products laid out equals an easy increase in revenue for brands.
Embrace the power of social media and build brand ambassadors.
People buy from brands they like and trust. If you want to convince people to keep buying from your company, you need more than solid fulfillment—you must create a brand experience that reinforces these characteristics.