The basic need of human beings is to feel understood, which is a need that can similarly be applied to Brands. If a brand wants to reach its business goals, it should first understand its customers intimately. Here are a few things brands need to know to engage the hearts of customers, and form mutual affection;
Brands must understand its customers’ habits and interests. Brands must move beyond surface-level industry data and reports, and work on a deeper level to understand customers’ pain points and inclinations to drive brand affinities, and eventually purchase decisions.
This can be tricky because people are unpredictable. To generate trust, a brand has to comprehend what inspires the customers to settle on a choice. This intimate understanding of customer behaviors can then be used to tailor branding and marketing messages of social media content, to connect with customers and build defensible brand loyalty.
Beyond being understood, human beings also have a fundamental need to express themselves. Customers, especially digital users, find satisfaction in being able to freely express likes and dislikes about people or businesses on social media. Brands should deliver a platform guided with relevant themes or relatable questions to enable customers to satisfy their need for expression - this is how communities are built, and how brands get earned media.
By trying all these methods, hopefully, we all can get much more love from our customers on social media. Social media growth is a nurturing and experimental process, so keep testing, analyzing, asking feedback, and reiterating to nurture meaningful social media relationships.
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