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Social Media Room - Part 2: Build Better Customer Relationship by Leveraging Today’s Social Media

Furniture World News Desk on 8/2/2013

By Mary Lou Denny, Executive Vice President
Walt Denny Inc. http://www.waltdenny.com

The realm of social media is continually inventing ways for companies to build relationships with customers, who then share their positive stories with others.

Not long ago, furniture manufacturers and retailers dabbled in social media marketing as a sidelight to their “serious” marketing endeavors. Today social media efforts are among the best ways to forge customer relationships.

Social media comes with a few cautions. Overly promotional or confusing programs are shunned. Also, social media conversion rates are low, so you need a bridge to get folks to “buy now.”

So use some finesse when structuring your social media campaign and creating messages. Encourage people to share their personal stories. When people are happy with your products and customer service, they’re often equally happy to share with others. Make it easy for them to relate their stories and share their photographs, and you’re halfway home.

Look beyond the elephant in the room. Facebook is the social media giant, but your campaign should incorporate other social media sites too. Research revealed 68 percent of consumers use YouTube to research purchases.

Make it explicitly about assisting customers. American Express OPEN Forum helps small businesspeople exchange ideas, but it also tremendously enhances the brand recognition of AMEX.

Maintain a mobile strategy. Today, social media channels are accessed via mobile phones, tablets and even game consoles. Folks must be able to access your social media from anywhere.

Consider the power of images. Faced with a choice of text or images, people prefer pictures. Use Pinterest, Instagram and Facebook to build an integrated content strategy using audience-attracting images.

To be continued . . . In email. Social media sites have low conversion rates, when compared to email and search. So continue dialogues that begin in social media through email, and you’ll convince prospects to “buy now.”

By employing all these techniques, you’ll be able to fully leverage today’s social media sites to build customer relationships. The next step? Savoring the additional sales and profits those relationships are likely to spawn.

About Walt Denny, Inc.: For more on leveraging today‘s social media, contact Walt Denny Inc. at 630-323-0555, email walt@waltdenny.com or visit www.waltdenny.com.

Since its founding in 1989, Walt Denny Inc., a full service public relations and advertising agency, has been The Home Products Agency, working with a national client base and building each organization’s positive brand awareness through bold results and individualized strategies.

Client experience includes industry-leading organizations such as Whirlpool, KitchenAid, HomeCrest Cabinetry, Knauf Insulation, The Tapco Group, Johnson Hardware, Amerock, a division of Newell-Rubbermaid and Leaders Bank. Join Walt Denny Inc. on LinkedIn, Follow us on twitter, @waltdennyinc., or Like us on Facebook.com/WaltDennyInc.
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