Have you given some thought to how to make Brian from the USA, Alyssa from London and Alejandro from Argentina fall in love with your product despite cultural differences? The way to do it is promotion and working to form a strong, exciting, and cross-continental social belonging on social media and using sponsored and organic means of promotion.
The following are three primary tools for building a powerful community around an international brand –
Daily to-do list: check customer messages, customer feedback – positive or negative, check the case log, check inventory, enter the product page – buy box, questions and answers on the product page, reviews – respond as needed.
Run Facebook campaigns.
During the Covid-19 crisis, as you must have heard, some business owners were left with no physical access to their customers. It seems that building an online community has been the greatest discovery for businesses hit by the crisis that were not formerly engaged in this marketing channel, which has now become more relevant than ever.
Maintaining social media pages
Maintaining social media pages is not a sprint, it is a marathon – pages should be maintained on an almost daily basis, and a lot needs to be put into this task for it to be effective.
To keep your page on social media alive and kicking and grow your target audience, new and attractive images must be uploaded daily (people like content that appeals to their “Why” and to their emotions, so every post or video you upload to your social media page should provide value).
Writing content for your business website, landing page, posts, and social media
A successful business page entails a long-term content strategy, daily marketing communications, and effective response management.
The work method should be consistent, combining content on your website (to which the social media page directs people) and stand-alone content, and also consisting of general content and more sales-oriented content – this method of combinations is key to success on social media.
It is also very important not to “freak out” if you have not published anything this week, for example. Such pressure might lead to writing posts that fail to promote business goals.
So your Facebook page, for example, has to be attractive, exciting and altogether fabulous, and post awesome posts today.
If your brand has a freestanding website (such as a Shopify website), obtaining emails from all customers visiting your store is highly recommended.
You could require entry of an email when purchasing a product on the checkout page or you can have somewhere on the website for visitors to leave an email when they sign up to receive news and periodic updates.
Emails collected will serve in building our community’s “mailing list”.
What is a mailing list? A mailing list is a list of emails belonging to your customers or to people who have expressed an interest in your products, and in fact makes you the manager of a community to which you can send content or marketing emails.
The mailing list is usually exceedingly powerful in driving conversions from email to sale when, for example, we use it to inform recipients of a special day of promotions in our store.
It is important that the emails we send out consist of more than marketing, but that after a few marketing emails we always send content emails too, ones that will provide value to the email community you have built.
About the Authors: Gabi and Shani Bar are founders and Co-CEOs of TCM Digital and manage international brands generating tens of millions of dollars in annual sales.