We talk quite a bit about social media, building social communities and maximizing these popular avenues for connecting with your customers. It’s an integral element in the brand pie. But (and there’s always a “but”) – it’s not the only element. By itself, your Facebook page doesn’t create a bond with your customers – it reinforces that bond.
Carrying that pie analogy further – consider your brand pie’s basic parts:
- Traditional marketing (crust)
- Customer experience/interaction (filling)
- Social media (creamy topping)
These parts intermingle and depend on one another to provide an impressive “complete bite.”
Traditional marketing
Mediums like print, broadcast, outdoor allow for creative that connects with people on an emotional level. Here you’re able to tell a flavor-filled branding story which consumers take in, react to and relate with.
Customer experience
This sets you apart from the bland competition. You must provide interactions that make people want to come back for seconds and thirds. As we’ve said before, your brand is built at every point of contact. But it centers around experience. Each encounter with your waitstaff, customer service, technicians, salespeople, delivery drivers, hostesses should make a customer feel linked with your brand. Remember: It takes a costly dose of marketing and social media to overcome bitter experiences.
Social media
The reinforcer. You prepared an identifiable base with your marketing story. You served up a fulfilling customer experience – the kind of encounter that makes them want more. With this foundation, now you’re ready to top it off with a sweet two-way street of communication. Social media now has meaning and relevance. The amount followers or fans isn’t nearly as important as the amount of love and loyalty they feel to you.
Yes this is the era of social media. But remember it’s just one ingredient in the whole pie. Without the other ingredients, all that remains is fluff.
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