Using social media to encourage purchases—especially the use of social ecommerce—is important, but without the initial customer relationship, your efforts may be overlooked.
Often, brands and retailers push out social content for the digital presence and to communicate bottom-funnel offers such as sales and promotions. Customers lose interest in and ignore companies that don’t find a way to dig deeper into the relationship besides making a sale.
You can use social media to build strong and loyal customer relationships during the beginning and post-purchase stages of the customer journey, which will in turn increase the success of bottom-funnel marketing and repeat purchases. Here’s how you can start using social media to its full potential across the full customer journey.