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Social Media Marketing Strategies for Black-Owned Online Business

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Diversity marketing should be an important part of any business’ marketing strategy. Rather than using an exclusive voice, nowadays, the world is an inclusive place, just as it should be.

With that in mind, it’s vital that any business channels its products or services to all different groups and one of the biggest avenues for success is social media. Business, Influencers, brands, and individuals use social media to reach out to distant family, stay in touch with friends, ex-colleagues, old school mates and more.

Of course, people also very much use social media to research other products, canvas opinion and even to shop direct. So social media is imperative for gathering new customers and connecting with your audience. If you need more voices for your pages, why don’t you buy active Instagram followers from 1394ta. They might help you to reach your audiences faster. With more than 4.5 billion users across the world, business owners are taking time to formulate quality social media marketing strategies to boost their bottom line.

To boost your Instagram page’s visibility, you need more likes, there is also buy Instagram likes app that you likes over there.

So there’s no getting away from social media – and you could even argue that having the right social media platforms in place are as important as having a business or brand website! A Forbes piece (chech out here) stated that 84% of businesses use social media for brand building. For any business, black-owned business or other – you can’t afford to ignore it. In this piece, we’re going to identify some excellent social media strategies for black-owned online business.

Using the Power of Social Media for Black-Owned Online Business

Social media has helped all businesses, black-owned online business’ and others and given everyone the chance of connecting with others, through the written word, audio, video and of course, static images. We live in such a connected word that in just 60 seconds, a piece of content posted on one of the biggest platforms can go viral.

The biggest platforms, such as Instagram, Facebook, YouTube, TikTok, Twitter etc. are the perfect avenue for raising brand and black-owned online business’ profile, and there’s that chance of going viral, something you don’t get with offline marketing unless you’re a huge brand with a big bank balance and you have a global marketing team reinforcing one message.

There are lots of ways to engage with a black audience, and social media allows black-owned online business’ to improve visibility by using some of the following clever strategies. All of the social media marketing strategies listed below are designed to increase the following of black-owned online business’. Let’s dive in!

Black business owner

Super Social Media Strategies for Black-Owned Online Business

1. Use Engaging and Thought-Provoking Content

One of the easiest ways to connect with your audience is to provide them with interesting content. In doing so, you start the road to building a community. Create the type of content that allows you to connect with others, that raises questions and encourages people to click-through to your website (or other) and share the information with their friends and followers.

It’s easily said of course, but sometimes, the ideas don’t flow. However, you could research what type of content that your competitors share. Be sure to look at the engagement. There’s no point in writing a similar piece of content if your competitor or competitors didn’t see good response.

Canvas opinion from family and friends – but better still, ask your followers what type of content would they like to see? A how-to piece on how to use a product. A before and after series? Information on the fabrics you use or responsible farming? How about eco-friendly content?

Other things that you could do include creating polls, featuring a Q&A session, or running a competition for the person who comes up with the best idea for new content. Remember to answer any comments and reply to questions to keep the conversation up and to increase engagement. People like to feel included and they’re more likely to follow you (and keep following you) if you make them feel part of your business’ family.

People won’t just buy from you if they like the look of a product or service, they’re more likely to buy from you when they feel a part of your community. It’s up to you to make them feel they belong.

If your content needs more engagement, you can also buy views on Instagram for better social media management. Everyone may require some extra for themselves.

2. Harness the Power of Captions

Black-owned online business’ use social media images and videos to get their message across, that’s not new news but it’s more than just posting up attractive images. As well as posting great looking content, you need to use captions to enhance your message. Often, an image will draw someone in but if the caption’s bland – or worse still, it’s not there – that person won’t engage and is less likely to want to follow you.

Every social media caption needs to tell a story but be careful, not too much of a story! Social media is designed to be quick and easy to get to grips with. You don’t need to write reams of information. Try getting your point across in short, snappy word-groupings. Use hashtags (especially for Instagram and Twitter) and better still, create your own.

Black-owned online business’ should definitely promote that they’re black-owned! Be proud of what you’ve achieved, use the hashtag #blackownedbusiness and search similar hashtags to see which get the biggest engagement.

Create your own as well – as we’ve mentioned – something that’s yours, that relates to what you provide or what you sell and use that hashtag every time you post so your audience start to recognize that hashtag.

You can use more than one hashtag for Instagram, feel free to use up to 30, although we feel this is a very large number so would suggest sticking with around 6 and no more than 9. You should also try and include a CTA on your posts, whether it’s click here for more or click to visit our website, sign up here, enter here etc.

By adding a call to action, you’re inviting your customer to do something else.

Accessing social media from smartphone

3. Tell Your Customers About You

As we’ve said, social media is about connecting with people and finding out about your brand. People like to feel they “belong” so when you’re creating your community, be vocal about you, and your black-owned online business. This is a good way to use the power of influence.

Whether it’s a video about your business posted on social media or a blog about your journey to success. Perhaps you’d like to showcase a behind-the-scenes look of your office? Try IGTV to post a longer video (but you have to have an Instagram business account to use this Instagram feature).

Don’t limit it to the office! Perhaps you’re a mom with a black-owned online business – show people the other things you do day-to-day, people love to see a multi-tasking, strong woman with business acumen and yet someone who still has time to cook dinner and clean the house!

It’s pretty normal nowadays to run a home and have a business, connect with others who do the same – build up your community.

On that note, if you find you’re running out of time managing your social media and your business (along with whatever else you do every day!), you could consider employing a freelance social media specialist to help. Or simply dedicate 30 minutes a day to your social media use and use one of the social media scheduling tools to make sure your brand or black-owned online business is posting throughout the day. Here’s a good social media scheduling tool you might like to download here.

4. Check Out Instagram Videos and Reels

The power of video is huge and with YouTube now being the second biggest used search engine and TikTok growing an extremely large audience over just 2 years – you can’t afford to ignore it! Most social media platforms encourage video and with Instagram, you get access to Stories and Reels, both are really important for maintaining engagement and attracting new Instagram followers to your Insta account.

If you use a Reel, then make sure it’s entertaining but try and add an educational element. You need to keep it short and to the point because people move onto other things on Instagram quickly if they’re not instantly engaged. We’d suggest trying a Reel three or four times a week to keep your brand or business high in mind and as Reels are a relatively new feature on Instagram, you’ll find that yours has plenty of visibility as it’s a feature Instagram wants to promote.

5. Be a Regular Poster!

Black-owned online business’ need to stay visible in a crowded social media world so back to point 3, and make sure you do post regularly on social media. However, don’t over-post. No one wants to see their newsfeed full of posts from the same brand or business. Space out your posts, try 2 or 3 a day and post at optimal times.

Business accounts can access Instagram Insights to see when their followers are most engaged. Never post for the sake of posting, your posts must be interesting, informative, fun and contain the holy grail of hashtags.

Use quality images – this is especially important for a business. If your images are blurry or low-quality, it says a lot about your business, unfortunately, it gives the wrong impression.

Don’t forget to use the scheduling tool if you’re not at your social media “desk” regularly. Not only does it save you time, but it means you don’t have to think about your social media until much later on. However, remember to check-in a few times a day, to view your engagement and to respond to any of your followers.

6. Have a Style That Resonates with Your Brand

Style, similar to tone-of-voice is all about your look on social media and it should be the same across all the platforms that your black-owned online business uses.

Keep in mind your website livery, logo and style and match that across all your channels. As well as the “look” of your social media platforms, have a “uniform” style of writing and images. You might use a border, you might use the same emojis, you might use a certain filter – but keep it similar so your brand is instantly recognizable. It’s the same with hashtags, keep one or two hashtags that are unique to your business and mix them up with other hashtags that relate to your social media posts.

Online business owner
photo credit: Cottonbro / Pexels

Final Words on Social Media Strategies for Black-Owned Online Business

All of the above are relatively straightforward strategies to implement for building your business or brand online. It’s really important to harness the power of social media as there’s a wealth of opportunity out there to reach the right, target audience. So, play around with different social media platforms if you haven’t yet started your social media journey. Some might work better for you than others but try one at a time to help you understand each one fully before you move onto the next.

Remember, you can also link your social media platforms and you should always have links to your social media platforms on your website. Use hashtags, try and keep your overall “look” recognizable, build a community of followers and regularly interact with them. Offer promotions, discount codes, special offers and run competitions every now and again to grow your followers on Instagram.

Stay abreast of what your competitors do, identifying the areas where they’re weak and capitalizing on any opportunity. Look at what they do well and think about what you could do to emulate their success to get the best Instagram followers. Finally, stay visible and use social media regularly as part of your overall marketing strategy.

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In Business, Image Matters. How to Improve Yours?

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Your business may boast of excellent products and/or services. However, nowadays, excellent products and services simply aren’t enough to help a business survive and thrive in the long run. What your business also needs is a strong image – one that can help it stand out from its competitors.

But how exactly do you go about improving the image of your business? To know the answer to this question, read on as we take you through all the steps you can and must take to take your business forward towards success.

photo credit: August de Richeliu / Pexels

1. Face-to-face interactions with people

We may be living in the digital age, but nothing can beat face-to-face interactions when it comes to telling people about your business. Here are some ways through which you can inform people about your business and what it’s all about:

Meet people and start conversations

It’s unrealistic to expect that people will know about your business if you don’t reach out to them. So, start going out and attending events.

Business-centric open meetings and conferences would be the best place to start. At these events, you’ll run into several businessmen like yourself. You should make the most of these opportunities to start conversations with others from the world of business. This will gradually let people know about your business and the products and/or services it has to offer.

Prepare a pitch

When you meet potential customers, you have to be prepared to speak spontaneously about your business. At this juncture, it’s important that you don’t fumble or sound unconfident. After all, what you tell people about your business will form impressions in their minds – and you’d want those impressions to be positive, wouldn’t you?

This is where preparing a pitch can come in incredibly handy. Write it down first and then keep practicing it out loud, and make changes where necessary.

Participate in community events

Your local community is the first pillar of support for your business. So, get out there and try playing a role in all community events. At these events, you should promote your business in a friendly and welcoming manner.

This should encourage members of your local community to take an interest in your business and what it has to offer. Sure, this may not result in immediate sales, but it will definitely improve your business’s public visibility.

Businessman in a fancy coffee shop

2. Make your business appear professional

A surprising fact is that the modern-day consumer values professionalism more than the quality of products and services. Of course, product and service quality is important, but if your business lacks professionalism, it will lose out on customers.

So, to make your business appear professional, you can put the following steps into practice:

Invest in a business website

The internet is arguably the biggest platform for businesses nowadays, which is why you should invest in a dedicated website for your business. We recommend hiring professional web developers and designers to curate your business website. This will ensure that your website looks and feels professional.

Apart from setting up a website, you should also pay attention to its content. Quite simply, it should have all the information that your target audience may want to know, i.e., contact information and information about the business. Your business website should also have a blog with consistent posts. This can go a long way towards ensuring your expertise within your niche.

Set up a dedicated email account for your business

Using your personal email account as your business’s email account is nothing short of a criminal offense. That’s why you should set up a dedicated business email account. It’ll help you achieve consistency with your branding, and it’ll also allow your business to look professional to the people who subscribe to your business newsletters.

To set up a business email account, you need to first create a domain name and then get in touch with an email provider. Two of the best email providers out there include Office 365 for Business and Google Apps for Business. Both options provide business-class email along with features such as online storage and document editing. The best thing about these options is that they’re quite inexpensive.

Provide 24/7 Customer Service

These days, consumers expect the companies they buy products and services from to be available for them 24/7. Fortunately, the widely availble virtual assistant and reception services such as those provided by www.virtualreception.com.au can do that for you – both on and off office hours – to any types and sizes of business, from freelancing digital nomads to multinational corporations.

Social media manager

3. Set up your social media for success

Social media platforms such as Twitter, Instagram and Facebook are excellent places to market your business and its products. Here are a few ways to make your business succeed on social media:

Create business profiles

On all major social media platforms, you have the option of setting up personal profiles and business profiles. It’s best to create the latter type of profile as it is designed specifically for business purposes.

During the setup process, make sure that you include relevant info in the bio sections. Don’t forget to add links to your official website and other social media handles as well.

Post relevant content regularly

All social media algorithms tend to favor accounts that post relevant content on a consistent basis. So, irrespective of the social media platforms you’re active on, make sure that you’re posting new content as much as possible.

Not posting regularly can limit your business account’s reach and stall its growth on social media.

Keep branding elements consistent across all platforms

If your Instagram page looks drastically different from your Facebook page, your target audience is bound to get confused. That’s why it’s vital to use similar branding elements across all social media platforms.

The branding elements you should focus on keeping consistent include your business’s logo, its imagery, and its voice, i.e., the tone of communicating with your audience.

Encourage users to engage with you on social media and interact with them: Through the use of call-to-action (CTA) messages, you can encourage your followers on social media to engage with your posts. You should also spare time to respond to your followers’ comments.

Business owner in the Portugal-based office
photo credit: Fauxels / Pexels

Takeaway

There are quite some things to consider in your endeavor to increase your buisness image. However, focusing on the three above is more than sufficient to get started: Meet people and tell the about your business; make an effort to be professional, especially in your online presence; and lastly, make use of social media platforms to your advantage.

Be sure to do a lot of trials-and-errors so that you can form the best practices for your company.

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5 Ways to Control Your Inventory So It Doesn’t Control You

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Managing inventory is a task that can make or break your small business. With too much inventory, profits suffer and storerooms overflow. With too little, items get back-ordered, customers get frustrated and business is lost. And striking a balance is hard, especially with disruptions to the global supply chain in the last few years causing delayed deliveries.

While you can’t control the supply chain, you can take steps to prevent common problems like product shortages and excess stock. Here’s how.

1. Stick to the story

Donna Daniel owns and operates three connected small businesses in Claremont, California: The Grove Clothing, The Grove Home and The Outdoor Store, which sell women’s clothing, home goods and unisex adventure-themed gear, respectively. To run all three of her stores, Daniel needs to keep an impressive variety and quantity of inventory in stock — and ensure it moves quickly to make room for seasonal items and new shipments.

To keep her inventory cohesive within each store, she arranges it in themed displays — or what she calls “stories” — which tie together dozens of different items to appeal to a color, season or activity.

“I don’t buy anything outside of the stories,” she says, which helps her collect data on sales and seasonal trends, and keeps her stock to what’s most likely to sell.

She keeps most of her inventory on the shop floor, with stock in each store’s backroom and larger items in a nearby storage unit. In the backrooms and warehouse, she stores items according to product type and size — not by story — so employees can easily restock displays and substitute a similar item if necessary.

2. Double down on your reliable inventory

“Just-in-time inventory is much more difficult to do today,” says Mark Baxa, president and CEO of the Council of Supply Chain Management Professionals, a global trade association for supply chain professionals. Baxa adds that since the supply chain is less stable than it was pre-pandemic, businesses may need to lean on their most reliable products and vendors.

Courtney Cowan, owner and founder of Los Angeles bakery Milk Jar Cookies, keeps supply needs and consumer demand stable with a very consistent product line. Her 16-flavor menu has “changed very little” in the bakery’s nine-year history, though she leaves room for a rare seasonal standout to join the rotation. Since her store pre-mixes and preserves dough in a deep freezer, she can ensure that her bestsellers are always in stock.

Though some businesses may prefer a bit more variety, in uncertain times — over-ordering on go-to products with a dependable profit margin can help fill the gaps and keep sales steady.

3. Keep products moving

Longtime retailers know that while running out of inventory is bad, having too much can be worse. “Too much backstock eats up all your capital,” Daniel says. She prevents this from happening by planning ahead and using sales sections to make room for new merchandise.

Daniel reorders seasonal inventory as far as a year ahead by using recent sales reports as a baseline. But with this commitment to hundreds of new products arriving every month, she makes sure that items don’t sit on shelves for more than a few weeks.

“I do not like merchandise hanging around,” she says, explaining that if an item isn’t clearing out quickly enough, she’ll move it to the sales rack and discount it until it’s gone.

Though selling an item for a fraction of its original price may seem painful, it may be worth doing to keep inventory moving and keep customers coming back for new products.

4. Get to know your supply chain

Especially in periods of supply chain disruption, getting to know your vendors can make a big difference in your day-to-day operations. “Hold your supplier base accountable,” Baxa says. He suggests finding the “shortest path” possible, including finding local and sustainable suppliers, to help ensure consistent, reliable supply.

Daniel follows the same principle, sourcing her inventory from mostly local vendors so she can pick up items instead of shipping. She weighs several factors, including production time, available quantity and shelf life to figure out how much to order and how often.

Cowan’s inventory is perishable, so she needs her wholesale ingredients to arrive on a tight schedule. Her bakery receives truck deliveries directly from the restaurant supplier Sysco and wholesale store Costco, which keeps her supply chain close to home.

“We keep it as centralized as possible,” Cowan says. For special ingredients like nuts and candy, she places advance orders with small online vendors.

Clear communication with vendors can help business owners figure out limitations, plan ahead and mitigate risk.

5. Use a point-of-sale system with inventory management tools

For the past five years, Daniel has been using Lightspeed, a POS system with standout inventory management tools. The software can track her inventory across all three of her stores, and it generates reports that help her analyze seasonal sales data and follow her businesses’ growth.

This data is essential for her to plan reorder points and determine which items will reliably sell. Especially with a small staff and multiple locations, an all-in-one POS system can help minimize costs and labor.

Best POS for inventory management

Lightspeed Retail POS

Cost: Software $69 per month (billed annually) and up. Hardware quote-based.

Lightspeed’s retail point-of-sale system is built for inventory management. It can keep detailed records of your products across multiple locations and set automatic reorder points, so you don’t run out. The software also offers employee and customer relationship management tools, as well as advanced analytics features on its higher-priced plans.

You have the option to use a third-party payment processor, or Lightspeed’s in-house processor with per-transaction fees at 2.6% plus 10 cents for swipe, dip and contactless payments and 2.6% plus 30 cents for keyed-in transactions.

Square for Retail

Cost: Software free and up. Hardware from free card reader to $799 terminal and up.

Square’s retail-specific POS software offers inventory management tools and multi-location capabilities as well. The free version has a variety of other useful features including reporting tools, customer and employee management. Email marketing, loyalty programs and payroll are available with a higher-priced plan or as a paid add-on.

Though its inventory management isn’t quite as deep as Lightspeed’s, Square’s user-friendly interface and accessible pricing make it a great choice for most retail businesses. Payment processing fees vary per plan, but with the free retail plan, costs are 2.6% plus 10 cents per in-person transaction, 2.9% plus 30 cents per online transaction and 3.5% plus 15 cents per keyed transaction.

Shopify POS

Cost: Software $29 to $299 and up. Hardware $49 and up.

Shopify’s point-of-sale system is geared for businesses that primarily sell online. The software tracks inventory, hides out-of-stock products on your website and offers basic inventory analysis. It also facilitates drop-shipping, curbside pickup and local delivery options, plus access to vendors and third-party applications.

Shopify helps businesses manage inventory across online and in-store locations. Its Pro version can create purchase orders, run inventory counts, perform advanced inventory analysis and generate low-stock reports. However, it’s not ideal for a business that only sells in store. Payment processing varies by plan, with in-person fees starting at 2.4% with Shopify POS Lite.

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14 community management tips for meaningful connections with customers

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Community building blocks

The idea for sharing community management tips came to me about a year ago. That’s when I synced up with the GoDaddy Community team to host a webinar for small business owners. As hundreds of attendees rolled into the Zoom, I had a realization: “GoDaddy has a strong community.”

Behind every good brand and business, there’s a solid community of supporters, stakeholders, and sometimes, even haters.

But building a community and maintaining connections is one of the most misunderstood and least talked about topics within the small business world. For a business with fewer than five employees and a handful of customers, community building might seem like just another marketing tactic that is just out of reach.

To help small businesses build and manage an online community, I asked other business owners and marketers what community management tips they had for creating meaningful connections with customers.

14 community management tips to create meaningful customer connections

Given that creating and maintaining a strong community can help retain and attract customers, consider following these 14 community management tips:

  1. Be quick to address negative experiences
  2. Filter out spam
  3. Showcase success
  4. Send a postcard
  5. Get your customers involved in important decisions
  6. Bring Up topics that encourage engagement
  7. Provide talking points and engage with your community
  8. Engage regularly
  9. Be the face of your brand
  10. Choose a channel that works
  11. Create content that addresses customers’ specific needs
  12. Consider a brand ambassador program
  13. Reward loyalty
  14. Recognize the importance of inclusivity

Read on to learn more.

1. Be quick to address negative experiences

A bad customer experience can quickly escalate to a brand reputation crisis, and the company’s response must be fast to revert the situation.

Monitoring social channel mentions is an easy way to keep an eye on conversations surrounding your brand and detect potential concerns.

Once a customer posts a comment that threatens your brand reputation, listen, honestly apologize and be willing to solve the issue in the best possible way. Your unsatisfied customer will feel appreciated and perhaps even become a brand advocate.

-Rebeca Sena, GetSpace.digital

2. Filter out spam

The most important thing you should be doing in regards to community management is interacting with your community, and you cannot do that properly if you have to work through a bunch of spam. There are many programs out there, even some within the different social media sites, that can filter out spam in your comments and messages so you can focus on addressing your community. Plus, getting rid of the spam and moderating harmful comments creates a better space for your community to contact you through.

-Jacob Dayan, Community Tax

3. Showcase success

Develop case studies from your successful community members. This is a practical way of propagating the core values of your online community and encouraging new users to join your community.

The more these members contribute to the community, the more impact these case studies have. You can start by creating basic reports to identify the members who are actively contributing high-quality content, assisting other members, and elevating the community.

-Hasan Farahani, Yocale

4. Send a postcard

postcard with other travel items

Many of my customers spend $15–$20K on medical care in Latin America. I send my customers handwritten postcards to remind them of their journey, thank them for their business, and to stay engaged while they recover from procedures like dental implants or plastic surgery.

The cost in time and money is very low, but a human touch in the healthcare space is increasingly rare.

-Wesley Jacobs, Apollo Medical Travel

5. Get your customers involved in important decisions

Taking the time to follow up with your most active customers and getting their insights on important decisions makes them feel like their opinions are truly valued and cared for.

In the long run, this forges a strong connection between you and your audience that relies on more than simply a transaction.

An added benefit of doing this is that you may even get some eye-opening suggestions and creative ideas that could end up benefiting your business.

-Harry Morton, Lower Street 

6. Bring up topics that encourage engagement

Meaningful connections need to originate from a common source that offers a moment of relatability, which can further build brand trust. Social platforms offer numerous opportunities for these types of exchanges. When managing your social community, bring up topics that encourage engagement so you can connect on a level that goes beyond the basic company/customer relationship. In doing so, the consumer will feel more at ease to comment, ask questions and even provide more detailed feedback.

-Lindsay McCormick, Bite 

7. Provide talking points and engage with your community

It’s important to recognize that community management is an ongoing responsibility. If you want to see your community thrive, you must create opportunities for customers to voice their opinion, communicate with other community members and provide you with feedback. Finding success is contingent on your ability to encourage participation from users, so you must provide talking points and give them plenty of avenues to stay involved.

If you leave your community dormant without your administrative oversight, engagement will start to dwindle as fewer users initiate conversations and take part.

Communities rarely function autonomously, so be sure to play an active role as you connect with and safeguard your community.

This gives you a chance to speak with your customers on a personal level, helping you learn about their likes, dislikes, objections and pain points directly—all of which are crucial in building meaningful connections with customers.

-Mike Grossman, GoodHire

8. Engage regularly

The best community management tip is to engage regularly and don’t neglect questions or threads you didn’t start—even better if they aren’t getting a lot of feedback. If you’re lucky enough to have the opportunity to regularly interact with your customers, make sure you’re commenting often and have a badge next to your name letting them know you’re a moderator or part of the company. That will really cement that feeling of connection and letting members feel heard. Plus, we’ve found that a community manager can really breathe life into a topic by offering input and pushing it to the front of that community for more engagement.

-Sylvia Kang, Mira

9. Be the face of your brand

Revealing the human side of your brand is without a shadow of a doubt an efficient strategy to boost your customers’ connection. It conveys transparency and accountability, building a stronger human bond. Consumers tend to trust people more than a company, and showcasing real people will make you and your brand easier to remember and trust.

-Chiara Sternardi, Passport-photo.online

10. Choose a channel that works

social media apps on iphone

The best way to build an authentic community is to have everyone communicate using the same social media platform. Make that a crucial part of your strategy.

If it’s a professional audience that you’re going after, choose LinkedIn. If it’s a broader audience, use Facebook or Instagram. If it’s a young audience, try Snapchat or WhatsApp. If it’s a politically charged audience, maybe try Twitter.

YouTube is a great way to encourage people to watch videos that provide clear instructions on how a product or service works.

Users flock to YouTube for instructions on everything from how to change batteries on a device to playing scales on a guitar. The comment section can be useful for feedback purposes, and it also can be a way for customers to communicate with one another.

-Joel Jackson, Lifeforce

11. Create content that addresses customers’ specific needs

By creating audience and buyer personas based on different client categories, content marketers can create social content that speaks to people rather than just industries. Learn where your customers hang out online using your social media demographics. Then, narrow those results using audience research to help you define a specific audience and channel. You can then customize communications by researching the LinkedIn profiles of potential customers. Doing so will allow you to identify different stakeholders within the organization and determine their pain points. You can then create better content that addresses their challenges. But it’s all about finding an interesting angle for each segment.

Content that is too broad won’t result in authentic engagement with your followers.

Social media posts that offer helpful information are guaranteed to stand out in your clients’ feeds, resulting in more likes, shares and leads.

-Daniel Tejada, Straight Up Growth

12. Consider a brand ambassador program

A great way to create authentic connections with customers is with an acquisition and advocacy program like a brand ambassador program. For example, if a user can get five people to sign up for a service or product, they become an ambassador.

These brand ambassadors can help your business acquire new users. You can reward them with swag and access to special products or services … maybe even a special event!

-Jennifer Pieniazek, Resume Now

13. Reward loyalty

You can create meaningful connections by rewarding loyal customers to show how much you appreciate them. Just like any relationship, whether it’s personal or professional, people appreciate rewards. Show your customers that they matter and are top of mind in your decision-making. That’s how you create a stronger, more loyal customer base—one that will continue to pay attention for new initiatives and future rewards.

-Alyssa Berman-Waugh, Level Home, Inc.

14. Recognize the importance of inclusivity

To create meaningful connections with customers, recognize and accept diversities within your community. Each of your customers will differ in terms of their culture, orientation, ability and life experience. It’s imperative that you celebrate these differences and welcome input from individuals of all walks of life as you advocate for equity and inclusivity. This will develop your community’s reputation and attract diverse groups in greater numbers.

Communities that cater to just one group of people almost always become echo chambers, creating a suboptimal environment for connections to form and important discussions to take place.

By listening, asking questions, and welcoming input from diverse groups of individuals, you’ll cement your community as a welcoming place for diversity and insight to flourish.

In doing so, your ability to build a rapport and create meaningful, lasting connections with your customers will blossom.

-Patrick Casey, Felix

The community management tips used in this article were gathered using Terkel.
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