Retaining customers is essential for the long-term success of any business, but it’s often overlooked in favor of attracting new customers. As a leading social media agency in Bangkok, We have identified three effective strategies for retaining customers through social media platforms. In this article, we’ll show you how to use original, insightful, and valuable content to establish yourself as a trustworthy and credible authority on your topic.

Create Original and Substantive Content:

To retain your customers, you need to provide them with content that is original, substantive, and insightful. Your content should be informative, entertaining, and persuasive all at once. Instead of just focusing on the promotion of your product or service, create content that offers value to your customers. Develop an engaging storytelling style with the help of visual elements, and make sure that your content is relevant to your audience. By offering them something they can’t find elsewhere, you will establish yourself as an authority on the topic.

Gary Vaynerchuk’s classic marketing book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World lays out this philosophy perfectly. Your jabs are the helpful content you give away for free, give, give, give, then you can ask for a sale aka a right hook. This storytelling-first approach allows you to build up good will with your targets by being a genuinely helpful guide and there’s no substitute for for high quality, original thought leadership (like this?).

Use User-Generated Content:

User-generated content (UGC) is an effective way to build trust with your customers. It can be anything from reviews to social media posts, and it provides a way for your customers to share their experiences with your brand. To encourage UGC, create and promote a branded hashtag, and engage with your customers through comments and direct messages. By sharing their content and responding to their feedback, you’ll show your customers that you care about their opinions and are committed to providing them with a positive experience.

A great example of a brand that uses UGC is GoPro, the popular action camera company. GoPro encourages its customers to share their videos and photos on social media using the hashtag #GoPro. As of May 2023, there are almost 45 million posts with this hashtag. The company then curates some of the best content and features it on their website and social media accounts, showcasing their products in real-world settings and situations. This not only provides GoPro with a steady stream of fresh and engaging content but also helps to build a community around the brand and encourage customer loyalty.

Establish Yourself as a Credible Authority:

To establish yourself as a credible authority, you need to demonstrate your expertise on the topic. Use authoritative sources to back up your claims, and provide evidence to support your arguments. Make sure that your content is accurate and factual, and always cite your sources. By establishing yourself as an expert, you’ll gain the trust and loyalty of your customers.

At Lexicon we do this in all of our content, positioning ourselves as authoritative and empathetic experts creating content like this, but also white papers and helpful video marketing content. It helps that we have our own green screen production studio in Bangkok, but you can use it also to tell your story. Our founder David Norcross provides a perfect example of successful personal branding on LinkedIn as he posts regularly with helpful insights and is a regular guest speaker on marketing topics across Thailand.

Tailor Your Content to the Right Channel:

Different social media platforms have different formats and audiences, so it’s important to tailor your content to the right channel. For example, video works well on YouTube, but short-form videos perform better on other platforms like LinkedIn. Similarly, long-form content can be turned into infographics or images for platforms that specialize in shorter content, like Facebook and Instagram. By adapting your content to the specific platform, you’ll increase engagement and build a stronger relationship with your audience.

Think of the Joe Rogan podcast for a perfect example of this approach. The 3 hour version is available on Spotify if you want to watch the whole thing. Yet, there are constant teaser clips coming out on YouTube to whet your appetite and gain interest. Thing in the same way with your own podcast or white paper. Go deep into the details in the original content, then share the highlights with your audience and invite them to read the whole thing on your website or watch the video on YouTube.

Ensure Your Content is Accurate:

To build trust with your customers, your content must be accurate and free from errors. Make sure that your facts are correct and that you have reliable sources to back them up. Avoid using clickbait headlines or making false claims, as this will damage your credibility and reputation. Below are a few tips on ensuring you choose the best headline for your article: 

1. Keep it concise and to the point – the headline should be no more than 10 words ideally
2. Use strong and compelling language to catch the reader’s attention
3. Make it specific and informative, but also intriguing to encourage readers to click and read more
4. Incorporate keywords relevant to the topic for search engine optimization (SEO)
5. Consider using numbers or lists, as they tend to perform well in terms of engagement
6. Use active voice rather than passive voice to make the headline more dynamic
7. Avoid clickbait or misleading headlines, as this can damage the credibility of the blog and lead to higher bounce rates.

Make Your Content Mobile-Friendly:

With more and more people accessing social media on their mobile devices, it’s essential that your content is mobile-friendly. Ensure that your website is optimized for mobile, and that your content is easy to read on a smaller screen. Use short paragraphs, clear headings, and high-quality images to enhance the readability of your content. If your site is not yet optimized, our website design agency in Bangkok can help.

Google has been prioritizing mobile-friendly websites in its search results since April 2015, when it released its “Mobilegeddon” algorithm update. This update aimed to improve the user experience for mobile users by prioritizing mobile-friendly websites in search results. Since then, Google has continued to emphasize the importance of mobile-friendliness for ranking.

In 2018, Google officially started using mobile-first indexing, meaning that it primarily crawls and indexes the mobile version of a website rather than the desktop version. This shift in indexing further reinforces the importance of mobile-friendliness for ranking.

According to Google, mobile-friendliness is one of the many factors that the search engine uses to determine the quality and relevance of a website. In addition, Google has stated that websites that are not mobile-friendly may be demoted in search rankings, making it more difficult for users to find them.

Studies have shown that there is a positive correlation between mobile-friendliness and search rankings. For example, a study conducted by Searchmetrics found that mobile-friendliness was one of the top-ranking factors for Google search results in 2020. Furthermore, websites that are not mobile-friendly may have a higher bounce rate, meaning that users are more likely to leave the website without interacting with it, which can negatively impact the website’s search ranking.

Conclusion:

By using these strategies, you can retain your customers and build a loyal following through social media platforms. By creating original and substantive content, using user-generated content, and establishing yourself as a credible authority, you’ll establish a strong relationship with your audience. By tailoring your content to the right channel, ensuring its accuracy, and making it mobile-friendly, you’ll make it easy for your customers to engage with you and share their experiences.

About the Author

Piyanat Jantharot is a Senior Brand Strategist at Lexicon working working with leading brands to develop impactful stories on a daily basis. His team manages executive brands for busy CEOs, runs B2B marketing campaigns and develops social media marketing strategies.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia. Lexicon has been around for almost a decade and has told thousands of stories just like yours.