The most effective entrepreneurs right this moment are constructing loyal followers by participating with their viewers within the feedback and in messages. By approaching each dialog with real curiosity, they’re leveraging social media to drive a exceptional and unforgettable buyer expertise that has followers coming again again and again. However how precisely are you able to create this exceptional buyer expertise on social media?
One marketer that has mastered the artwork of social media to drive a greater buyer expertise is Bryanna Evans. She’s the Social Media Supervisor at Southern Class Candle Firm (SECC), a house perfume and budding way of life model that captures the heat and hospitality that the South is understood for. Not solely has her deal with engagement helped them construct loyal followers, but it surely’s additionally helped them double or triple their income, as its founder and CEO D’Shawn Russell advised us: “Our social media makes us some huge cash… We went from doing possibly $20,000-30,000 a month simply posting fairly photos to effectively over a $100,000 a month now just by participating individuals extra.“
Learn on for a behind-the-scenes take a look at how SECC creates a optimistic buyer expertise on social media that has clients coming again again and again. You may hear immediately from Bryanna Evans, Social Media Supervisor at SECC, and you may be taught:
- How a optimistic buyer expertise on social media can carry vital worth to what you are promoting
- How your viewers will help you with what you are promoting’ advertising and product growth technique
- The instrument Bryanna makes use of to extra effectively interact with SECC’s viewers
- What social platforms are most profitable for buyer engagement
This publish is a part of the #BufferBrandSpotlight, a Buffer social media collection that shines a highlight on the individuals which can be serving to construct exceptional manufacturers by social media, neighborhood constructing, content material creation, and model storytelling.
This collection was born on Instagram tales, which implies you may watch the unique interview in our Highlights discovered on our @buffer Instagram profile.
Inform us extra about you! What’s Southern Class Candle Co. (SECC) all about and what’s your position there?
Southern Class Candle Firm is a house perfume and budding way of life model that captures the heat and hospitality that the South is understood for. The fragrances we provide are impressed by our CEO, D’Shawn Russell’s experiences rising up within the South. By means of our merchandise, people are in a position to expertise the fun of southern-living regardless of the place they’re.
My title is Bryanna Evans and the position I play at Southern Class is multifaceted, however my main obligations embody social media administration and overseeing customer support. Though many consider them as separate entities, I really feel that they overlap fairly a bit. Each help in my course of for growing methods that attraction to shoppers, content material creation, and constructing genuine connections with our viewers.
Why does buyer expertise on social media matter?
On this digitally charged age, all the pieces is on the contact of our fingertips. We’ve been conditioned to anticipate info simply as rapidly as we eat it. The identical holds agency for buyer expertise on social media. It’s usually the primary impression potential shoppers have of the corporate and whether or not it’s value investing in them, (searching their social media platforms, following accounts, buying merchandise). It could possibly make or break a model.
How does SECC create a optimistic buyer expertise on social media?
We use our platforms to domesticate a welcoming surroundings centered round unity and inclusivity. Our tagline ‘Fashionable Values, Southern Attraction’ performs an enormous position in our content material creation process- from graphics to captions, we strive our greatest to make sure that anybody who comes throughout our feed feels accepted. We interact with our viewers as if we’re long-time pals whether or not they’ve been following because the starting or simply visiting out of curiosity. That power additionally interprets into how we strategy questions, reply feedback, electronic mail, and DM’s.
We interact with our viewers as if we’re long-time pals whether or not they’ve been following because the starting or simply visiting out of curiosity. That power additionally interprets into how we strategy questions, reply feedback, electronic mail, and DM’s.
What are SECC’s most profitable social platforms for buyer engagement and why?
Instagram and Fb are our most profitable platforms, with TikTok on their heels. I’d credit score our success to our real pursuits in our viewers. The web has made many skeptical- It’s usually onerous to know if a model actually cares about you as a client or simply your cash. This sense will be amplified by robocalls and chatbot assistants. If somebody feedback on our posts, we remark again. In the event that they name they’re met with a welcoming voice. We spark conversations by quizzes, movies, contests & giveaways.
I’d credit score our success to our real pursuits in our viewers. If somebody feedback on our posts, we remark again. In the event that they name they’re met with a welcoming voice. We spark conversations by quizzes, movies, contests & giveaways.
How do you be taught out of your neighborhood to assist information your advertising and product growth technique?
Our neighborhood may be very vocal about what they want from us. We regularly get messages relating to fragrances and merchandise they wish to return or see. Nevertheless, within the occasion that we resolve to launch a brand new product or scent, we attempt to embody them within the course of as a lot as doable. We permit them to check scents, vote for brand new fragrances, and title candles. We actively search their suggestions and check curiosity in future tasks by story polls, surveys, and asking questions.
How does managing SECC’s social media account and neighborhood seem like on a day-to-day foundation?
We all the time have so much occurring, so content material is deliberate on a weekly foundation. Personally, group is essential. I’ve to handle my time properly; to take action I take advantage of a private planner, a social media planner, and two whiteboards. One whiteboard has a tentative time-based schedule written out. This enables me to pivot if one thing arises and I would like to assist out on the ground or have an inflow of requires the day. The opposite incorporates essential reminders for upcoming tasks and duties.
My workday often begins at 8 AM. After I arrive I overview my planners, and reminders for the day. The subsequent hour of labor is devoted to answering customer support emails. For the following half-hour, I create any graphics I would like for the day and schedule a number of posts, if I haven’t finished so over the weekend. Afterward, I dive straight into our Instagram and Fb DMs. I additionally reply to feedback from anyplace between thirty minutes to an hour. I then take a little bit of time to verify my work emails and knock out a number of issues on my to-do record. I additionally take this chance to plan and execute not less than one TikTok video for the week for the corporate account.
We publish to our Instagram and Fb tales daily- relying on what’s taking place on the ground I publish behind the scene footage round 11:30 AM or 1:00 PM. All through the day I share tales we’ve been tagged in or essential bulletins like gross sales. After lunch, I am going again to reply any new customer support emails, schedule every other posts if wanted, reply DMs, story replies, and feedback. My day usually ends at 4 PM. Earlier than I depart for the day, I make certain to reply any lingering emails.
We publish to our Instagram and Fb tales daily- relying on what’s taking place on the ground I publish behind the scene footage round 11:30 AM or 1:00 PM. All through the day I share tales we’ve been tagged in or essential bulletins like gross sales.
Stroll us by how you employ our new engagement instrument. What are your favourite options?
Buffer’s new engagement instrument has actually helped to spice up the effectivity of replying to feedback. My favourite engagement function by far is the alerts, as they’re an enormous time saver. I really like how they permit me to prioritize which of them I must reply to ASAP. After I see a buying cart or query icon I do know that will must have detailed info obtainable for that particular person. An added perk is that the instrument makes it straightforward to scroll by feedback on every publish and find these pesky spambot feedback to allow them to be eliminated or hidden.
What recommendation do you will have for manufacturers that wish to begin utilizing social media to construct a neighborhood of loyal followers?
My recommendation for manufacturers trying to make use of social media to construct a loyal neighborhood is to begin conversations, collect suggestions, and be actual together with your followers. Social media will be intimidating however on the finish of the day, there’s no fallacious or proper solution to go about it. What works for Southern Class, might not work for an additional firm. It’s all trial and error. It’s essential for manufacturers to experiment with completely different approaches and see what sticks. A great begin is trying into the matters, tendencies, and habits of your target market and utilizing that info to curate participating content material.
What works for Southern Class, might not work for an additional firm. It’s all trial and error. It’s essential for manufacturers to experiment with completely different approaches and see what sticks. A great begin is trying into the matters, tendencies, and habits of your target market and utilizing that info to curate participating content material.
How do you keep updated on social media tendencies?
I truly observe a few of my professors from school. They repeatedly publish articles, begin conversations round rising tendencies, social media, public relations, and advertising practices. I attempt to keep energetic on social media- Even when I don’t publish day by day, I set time apart to undergo every platform, pay attention to memes, recurring matters, trending hashtags, and so on. If I see one thing I feel I can apply or rework to suit Souther Class I take notes and dig deeper.
Moreover, in my free time, I take on-line programs, and attend “YouTube College.” Social media is continually altering and I’ve discovered that one of the best ways to maintain up with the algorithm adjustments, updates, and newest methods is to only put time apart to actively be taught.
What’s your favourite SECC product and why?
My favourite Southern Class product must be our wax melts and heaters. I simply flip my hotter on, pop a wax soften in, and go about my day. My favourite fragrances are our Charleston: Candy Tea and our Savannah: Peach & Champagne as they remind me of my time spent rising up in Georgia and attending my alma mater Georgia Southern College.
Have any questions for Bryanna? Be happy to answer together with your inquiries to the Twitter publish beneath and Bryanna or somebody from the Buffer crew will get to them as quickly as doable.