Why Connecting With Customers Online After They Have Purchased Is So Important

Throughout June, Facebook has launched a chain of articles that goal to discover how virtual media has disrupted the consumer journey, and the way manufacturers can adapt them online pastime to hold up because it evolves. The reviews via way of means of Facebook are in collaboration with Kantar, and consciousness on international consumers in addition to a particular observe on consumer conduct in Hong Kong and Taiwan. It offers numerous beneficial perception that may be tailored throughout logo on line presence everywhere. Here I`m focusing at the modern day article, that explores the publish buy segment and why it’s far vital to be attractive with clients on line even once they have bought.

Many manufacturers positioned a actual consciousness on obtaining new clients, and engaging human beings which have now no longer formerly bought from them before, mainly with regards to social media. This might also additionally sound like a generalization however extra regularly than now no longer, that is the purpose of companies who’re looking for social media services.

It is as much of a generalisation to assume that if someone doesn’t click to buy through social media then it isn’t a success. Social media success isn’t all about sales.

Our job at Wriggle is to show clients that social media engagement plays a vital part in a brand’s online communication at all stages of a customer journey, and along with digital marketing efforts like PPC, SEO, and email marketing, it contributes to a winning multi-channel approach that delivers results.

Facebook’s Post Purchase Report

Among other insights, Facebook’s report highlighted 5 key areas that either affect customer loyalty in the post purchase phase, or that can be utilised to retain customer loyalty with the end goal of repeat purchase. Social media and online marketing activity plays a huge part in this and must be valued as much for keeping existing customers happy as it is for attracting new customers.

These areas are:

• An increase in choice online

• Customers are more conscious where they give their data

• Brands must exceed customers immediate post purchase needs

• Personalised content plays a big part
• Ongoing engagement increases customer lifetime value

An increase in choice online

‘With the variety of choices presented in consumers’ lives today, coupled with rising spending powers relative to product costs, brand switching becomes effortless and less risky.’

– Facebook

It comes as no surprise that the sheer volume of choice when it comes to products, not to mention the accessibility of them with online shopping at our fingertips, means that customers are more likely to switch from their favourite brands with ease. It takes almost no effort to switch from one brand to the next.

Brands therefore need to offer something extra to remain at the forefront of customers minds. For social media this could include inspiring or resonating content, trend setting or innovation, and giving the personal touch. Take a look at the six universal drivers of brand love shared by Facebook for further examples.

Customers are more conscious where they give their data

Facebook found that shoppers are becoming more aware of their own data, including where and with whom they share it. Brands obviously need a certain level of data to be able to deliver a personalised experience for customers with content that is tailored to them at all online touch points, but the onus is very much on brands to ensure personal information is kept safe.

After purchase customers know you have their data, so by proactively sharing content tailored to them, relevant to past purchases, or new products they may be interested in you’re likely to keep them engaged.

Data breaches and leakages can be a PR nightmare for a brand, so by protecting and using it in the right way, trust can be built with your customers.

Brands must exceed customers immediate post purchase needs

Your relationship with your customer doesn’t end at the point of purchase. As well as delivery updates and product experience on arrival, brands who go the extra mile to upkeep and encourage communication with their customers are likely to have relationships with more longevity.

Encourage feedback, ask for a review, encourage sharing and tagging on social media, and be on hand for a quick response to any questions or concerns they may have, especially in the public domain. Efficient community management and customer service especially on social media are of the highest importance, as customers expect that speedy response.

Excelling in this area and encouraging an ongoing stream of communication will only increase brand loyalty, positive customer experiences and ensure you are at the forefront of their mind if the time comes to repurchase.

Personalised content plays a big part

It may be smooth to fall into the entice of making trendy content material and setting it accessible for all of us to see. In order to supply a customized enjoy for customers, you want to place the effort and time in to head the more mile. Be particular together along with your targeting, behavior thorough evaluation into your target target market and what they`re attractive or disengaging with, and modify your method accordingly.

This applies to all aspects of digital marketing of course, not just social media.

Ongoing engagement increases customer lifetime value

Continuing to supply online content, and attractive with clients on-line submit buy will boom consumer lifetime price for all of the motives formerly mentioned, and decorate your function at each level of the acquisition journey.

Facebook refers to this as growing a `significant brand-client relationship, that customers might depend closely on – much like a friend.`

Two manner to get conversation throughout all online platforms, or providing the possibility to clients to interact on this manner need to be at the vanguard of manufacturers minds, and could best support that relationship.