Community management has an array of social media platforms with groups that become a “community.” The community comprises existing customers, the target audience, and people who communicate with your company. Companies implementing a community management strategy typically bring their brand to life and expand their consumer base. It is all about the company’s relationships and how they interact with the community on social media platforms. Without this engagement strategy, you risk losing opportunities for loyal customers, more efficient customer service, networking, and consumer feedback.
Many customers nowadays expect eCommerce businesses to have multiple eCommerce platforms. An online presence is essential for any business owner and will help promote their company. First, you must understand why it is necessary, how to reach your customers, and how to engage with them. We’ll review each step to help you understand why community management is crucial for your brand.
In 2021, more than 4.5 billion people used social media, and it is expected to skyrocket to approximately 6 billion by 2027, according to Statista. A social media presence exponentially increases your potential customer base and ability to generate maximum revenue through an efficient process. It will also increase spaces for people to give positive reviews of your products and overall brand. Your eCommerce community is a leading source of referrals and word-of-mouth for your business.
Now let’s narrow it down to exactly how eCommerce defines your small business’ brand; your personal touch. This can include researching how many people use eCommerce channels and demographics. For instance, the younger generations use Instagram more than Facebook, while Twitter entertains multigenerational users and target communities. The products you sell can drive your small business to target those communities.
Social media is an excellent tool for connecting with your eCommerce community. Make a daily post on each social media platform. When posting, make sure you post on each platform to reach your consumers about ongoing sales, promotions, or giveaways. If you only post on one social media platform, your customers who only use that platform will see the news but not your other customers, making them angry because they were misinformed.
Still, these strategies will not be effective if you try to reach the proper demographic for your sales, promotions, and photos. If you are trying to reach your target audience, some tools can help you with advertising to those younger or older audiences. For example, on Instagram and Facebook, you can create an ad that can give your brand more awareness and specify what demographics you want to target, interests, behavior, and more. This is especially important if you want to reach a particular audience; to do so, you must know how to target them on each social media platform. As far as each social media platform goes, most have a function that can help the user target the audience they want to reach. Once you know how to do this, the next step is to find out what is trending.
You may need to research your competitors and what they post in your industry. Write down notes of what they are posting and how you can improve your post. It is wise to research if you are unsure how to use hashtags, captions, videos, and pictures that would best capture your product. If you are having trouble figuring out how to do all of these elements, you can always look on YouTube or TikTok to find out what influencers are doing to become viral. All in all, visibility is key to reaching small business target communities and building your brand. The more your brand reaches people, the more your small business will be a known commodity rather than just another eCommerce operation.
When it comes to your eCommerce community, you will always need to be engaging, monitoring, and moderating your pages. Engaging your customers means sparking and starting up conversations with your consumers. Automated messages, for instance, are a turnoff to your small businesses’ target community, and they give the perception that you’re not interested in fostering a human conversation. Instead, reply to customers’ responses to leave a digital footprint. It is crucial to respond to your customers because it makes them feel like what they say matters and shows that you care about what they have to say.
Remember to be kind to your consumers. Consumers look for great customer service, and if they see that the responses aren’t helpful, they will likely turn away. If a consumer comments or has a question about your product or service, you can always reply with a response and thank them for being a loyal customer. You can also mention other people, such as influencers, to get more recognition. This can also be a great way to market your products and services.
Next, you need to monitor and moderate any negative comments on your platforms; as mentioned above, it is best to be kind even if they are rude. Ask them to reach out to you on messages so you can communicate directly to understand the shoppers’ complaints. The customer may be angry, but engaging them shows that you care about their concerns, and that’s the first step to winning over a dissatisfied consumer. You may even want to invite others to share their comments to ensure everyone is happy with their experience.
Lastly, observing your social media accounts daily can help you understand how to market your products. Set goals for the outcome you are looking for in your community. For example, you can improve customer support and retention, build brand advocacy, etc. But first, you must understand what is going on on your platforms. Find out what platforms your customers are most involved in, what is creating the most engagement, or if you need to alter how you are monitoring or managing your community sites. You can always change things if you notice something you do not like. But no matter how you approach managing your eCommerce business, you will figure it out along the way. And when you do, you will be an expert in managing a successful eCommerce business.