Marketing
February 25, 2022

How to build brand loyalty with social media marketing

When you think about chocolate, you might think about a taste or a smell, or maybe it’s texture and shape. But when you think about buying chocolate, you think iconic packaging and memorable adverts. Taste keeps us coming back for more, but branding brings us through the door.

Whether you’re selling gourmet organic chocolates, promoting your sustainable landscape design services, or offering an ecommerce element of any kind, building brand loyalty is more important now than ever before. You’ve got to think of new ways to stand out from the crowd, and social media marketing is a channel you need to consider.

Why use social media marketing to build brand loyalty?

It’s simple really, why wouldn’t you? It’s easy-to-use and highly effective. The proof is in the pudding, really.

Online stores with a social media presence average 32% more sales than those who don’t (Big Commerce, 2022) whilst 74% of consumers rely on their social networks when making purchasing decisions (Kinsta, 2021).

That’s not all, 85% of orders from social media sites come from Facebook (Shopify, 2018) and 90% of Instagram users follow at least one business, whilst one in two people discover new brands through Instagram (Hootsuite, 2022) – that’s 6.1 million active users, by the way.

What we’re trying to say is that if you’re not making the most of your social media platforms, you really should be. With major holidays like Mother’s Day and Easter coming up fast, here’s a few tips and tricks to get you started on building your brand loyalty with social media marketing.

Share user-generated content

If there’s any trends you follow this year, it’s the continuing rise of user-generated content (USG). It’s exactly what it says on the tin: you simply encourage and share the creation of content from your customers putting your products to good use.

It costs absolutely nothing and builds a bond between you and your existing customers. By making your shoppers feel special by sharing their posts, you’ll strengthen your brand loyalty with them, and they’ll likely come back for more. 

Keeping with the theme of chocolate, Galaxy have got this technique down to a tee. Whether they’re sharing sweet treats users have baked using Galaxy, or retweeting those who show Galaxy goods some love, it serves as a sweet (get it?) reminder to each user that their purchase matters.

Don’t be afraid to use dynamic ads

Brand loyalty is built over time, not overnight. And dynamic ads serve as subtle hints to your users that you still have them in your hearts.

Dynamic ads on Facebook and Instagram offer countless opportunities to build brand loyalty and generate returning conversions. Often in the form of a carousel, they feed the right products from your shop to the right people based on their interests, intent, and actions. It can even serve up products they’ve looked at before, so you’re lingering in their minds come pay day.

Dynamic ads is where social media marketing really shines. You can choose to go out to broad audience demographics and raise brand awareness, or build that brand loyalty by retargeting users who’ve expressed interest in your business already.

Influencers are your friends

When you’re building your brand, a little help from friends can go a long way. Partnering up with an influencer on your platforms can be just as fruitful and rewarding. Because believe it or not, people trust their favourite influencers with their lives – let alone their shopping habits.

And it’s easier than ever before. Facebook offers the Brand Collabs Manager, which helps you connect with macro and micro-influencers (the major trend in social media and influencer marketing in 2022, according to Influencer Marketing Hub). This helps pair you up with the influencers perfect for your brand, so that you can both build brand loyalty together through creative campaigns.

Discover your brand's voice

This one should be easy peasy for any business that’s ever written an executive summary or put together an ‘about us’ page for a website.If your brand reflects your business, then it should also reflect you and your employees. So, all you need to do is post with personality and passion.

Take luxury chocolatiers Hotel Chocolat for example. When they post on social media, they post with the kind of personality their employees bring to your in-store experiences. It’s warm and welcoming like it’s vibe, and luxurious and cheeky like the chocolate it sells. From promotional posts for Valentine’s Day hampers to witty one-liners like this one:

People buy into brands when they’re authentic and honest. We don’t want boring brands or copy clones, we want originality. You don’t need flashy photos or epic blogs (although they certainly can help!), but you do need character – and as long as you’ve got that, you’re gold.

That's your social media marketing starter for ten...

…but if you want to learn more about levelling up your brand loyalty and making the most of your social media marketing, get in touch with us today.