The Importance of Social Media in the Customer Journey
Updated: Aug 29, 2019
During a customer’s entire single-purchase journey with your brand, they may encounter up to 500 touch points, according to a recent ‘Think with Google’ report.
The customer journey is less structured than ever before, as consumers turn to multiple sources and channels to get the information they need to make decisions.
In fact, the reality is that people may now even be able to request information or even purchase your product without ever setting foot in your shop or visiting your website.
What does that mean for marketers?
It means that every touch point matters.
Whether its a youtube video from an influencer
An instagram story you posted on a whim
A blog post you wrote that someone shared on a forum
A customer review on TrustPilot
Within a couple of minutes it’s very possible that someone has seen all of these touchpoints.
And with these touchpoints, they are building the story of your brand, piecing it together, consciously or subconsciously reviewing and critiquing your brand. Deciding not just if “it’ll do” but if it suits their lifestyle, matches their values and is the very best solution available to them.
And what will their conclusion be? Will they become a paying customer or just a passerby.
Ultimately this comes down to whether you’ve given them all the information they need, in a way they could understand, that satisfied their solution better than anyone else.
Generally consumers are savvy enough to know where to look for certain bits of information and they don't expect to get it all from one source, so you don't need to flood your website with your instagram posts (but it doesn't hurt to make the journey easy with easy-to-find social media links). For example, if they want to know the price, they will visit the product page on your website. If they want to know if it works they will search for reviews from others.
If they want to know your values and personality, they’ll likely check out your social media pages. And when this happens, the personality of you brand is as crucial as the product itself. Do you sound like them, are you relateable.
So on organic social media, you’re not there to provide the technical information (they’ll find that on your website) and you’re not there to tell them why it works (reviews’ll cover that).
You’re there to give your brand a voice and personality. And whilst this should be fairly consistent across platforms, even your loudest friend talks more quietly when a baby is sleeping - don't be afraid to adapt your tone ever so slightly per platform, so long as you remain true to the brand.
Tell them what you stand for, what you like, who you support, how you’re inspired.
Capture them with your personality.
To share your personality, don’t limit your site to highly edited sales images. Consider:
‘Behind the scenes’ shots of your office or warehouse.
Inspirational quotes or memes.
Content from your ambassadors or customers
Slow motion or time-lapse videos
Interview with your founder or a team member
...and make sure that you take the time to tell the viewer what you’ve shared. There is nothing (that's right, nothing) worse than seeing a post with no writing beneath it. Without any context or explanation, why is it there?
They say a picture paints a thousand words. But words do a fair bit of talking too.
Read our review on What Hashtags should I use on Instagram? and make sure you’re optimising your post by including them, even if it’s as a comment rather than on your main grid post.
If you’d like any support with your social media activity, get in touch firstname.lastname@example.org.