3 rules to building a loyal following on social media
To succeed on social media, you’ll need to build a strong foundation of followers. Now, we’re not talking about accumulating thousands of likes (although it can be nice), we’re talking quality over quantity. Nurturing follower loyalty will help you in the long term, and keep those devoted users coming back again and again.
Building follower loyalty not only helps you raise engagement levels, it can also help improve your brand image. In this article, we’ll be taking a look at some simple ways you can increase follow loyalty and help transform your brand’s online reputation.
First, let’s take a look at what makes loyalty so important.
- It’s all about quality. As mentioned before, it’s far more beneficial to have 100 fiercely loyal followers than it is to have 1000 followers who don’t really care about your business. Loyal followers are more likely to engage with your posts, share your content, recommend your services to a friend and – ultimately – more likely to make purchases from you. Numbers can be helpful, sure (everyone loves a good vanity metric), but quality is really where it counts.
- Beat the competition. Brand loyalty is rare in 2017, as consumers have so many options with each and every product and service. Not only do your customers have alternative options, but they can also access information on your competitors in an instant. If your followers don’t feel a need to stay loyal to your brand, they could easily switch to one of your competitors.
- Promotion. If you earn enough loyalty from certain followers, they could become loyal brand ambassadors for you. You know the type – they’ve had a great experience, and they want to share it with the world. Grab this opportunity with both hands. You’ll receive free marketing, without any of the leg work.
Before we get stuck into our tips, remember the key rules when looking to grow loyalty. Be sincere, personal and consistent. No one wants to feel like they’re just a number, or that they’re speaking to a bot. Be human, and treat your followers in the same way.
1. Respond to all interaction
If your followers leave comments on your content, make sure that you reply with a personal, friendly and helpful response. This interaction is taking place in the public eye, and you should be demonstrating your commitment to your customers to any other followers you may be watching the conversation.
This goes for direct questions as well as off-topic comments. You should aim to respond to all interactions. The top brands will do this – we’re talking the likes of Innocent Smoothies, Virgin Trains and Sainsbury’s. Sure, they have a dedicated social team so it’s a little easier, but if you devote some time to responding to social media notifications, you’ll get through it – we promise!
2. Share content – with permission of course!
User-generated content is a win-win all round. Your followers are likely to be producing great content of their own, maybe even content relevant to your band. For example, if you’re a clothing company, users might take photos of themselves showing off their new purchases. Take some time to seek out these posts by using social listening, and then approach these users to gain their permission to share the post on your page. By crediting the user, it will win their loyalty and encourage more followers to do the same. Everyone wins!
3. Resolve issues
We strongly recommend keeping a reviews section visible on your page. Don’t worry about negativity – even the best companies in the world have to deal with complaints on social media – you’re not alone. The important part is to resolve these issues quickly, directly and in a friendly manner. Fixing a problem will not only help restore that customer’s wavering loyalty, it will also prove to other followers that you are customer-focused and willing to deal with any issues.
In addition to these three crucial behaviours, you’ll have to keep working hard to attract and maintain your loyal following. Keep posting great content, encouraging conversation and entertaining your audience, and you’ll reap the rewards. If you don’t have time to do this yourself, consider speaking to Digital Media Team. Get in touch today by calling 0800 808 9980 or emailing firstname.lastname@example.org.