How to Build a Successful Social Media Marketing Strategy: Tip 3

relationship marketing

Jessika Phillips is a social media marketing strategist known for her outspoken dedication to relationship marketing. Her personal mission is to empower brands to “love more, give more and be more within their business with authentic relating.”


Jessica asserts that, with 90% of all buying decisions starting online, it’s vital to make our brand stand out. That’s why we invest time and resources in writing a blog post, increasing our social media presence or working with influencers. 


What’s even more mindblowing is that 60% of the buying cycle is over before a customer speaks to a representative of your business. Wow. What happened there? What did we do to connect with those customers who chose us and keep choosing us?


Think about your own buying cycle. You want to buy a new pair of headphones because your office environment is pretty noisy and it prevents you from focusing on your work. You google “noise-canceling headphones” and hundreds of results come out on the results page. You open up some links, watch some videos and, above everything, you read what people are saying about products and brands. Their experience will give you a pretty good idea if that specific item or company is a good match for your needs as a customer or not. You trust these people as if you knew them.


In doing so, you’re not so different from the rest of us. In fact, 88% of consumers say they completely trust online reviews by other customers as much as they trust recommendations from personal contacts (Nielsen). We can’t really talk about word of mouth phenomenon anymore, but of “world of mouth.” 


If customers’ opinions are so important in driving buying decisions, why don’t you focus your strategy on getting more customers to love your business? If word of mouth is the number one referral of sales and the buying decision starts online, why don’t we empower the people who already chose us to amplify our message and refer us on?


According to Jessica, turning the people who love you into your marketing army takes C.A.R.E., which stands for:

  • Capture the attention of your ideal audience
  • Articulate your message so that people can refer you on 
  • Build real relationships
  • Grow exceptional experiences

social media marketing strategist

Let’s examine each point into more detail:


1. Capture the attention of your ideal audience 

How can you capture attention? Jessica claims that the most effective way to get visibility is to tell your story. Not the story about your products or services, but your company’s mission and core values. 


Here is an example: 50 Strong is a business selling water bottles based in Ohio. A pretty ordinary product competing with huge sports and accessories brands. But check out their “about us” section: “[…] 50 Strong is so much more than just us, our products and even our team of amazingly talented engineers, designers, marketers, makers, and doers. Our brand isn’t about the product. Yes, we love making quality water bottles but our true passion is to help others live an extraordinary life. […]”


Their mission is helping people create exceptional experiences in their daily life. They just happen to sell water bottles. This brand manifesto speaks directly to their target audience and makes sure that customers are part of the story.


Here is another example from a brand with a special talent in storytelling:

Apple’s is probably one of the world’s strongest belief statements. It does not mention tablets, phones or any other piece of technology, but it’s aimed at creating an intense emotional bond with the brand’s core audience. That’s why thousands of people queue for hours to get their hands on a new i-phone. They don’t buy a phone, they buy a lifestyle.


If you look at any commercial Apple’s done, any post they’ve published, it aligns with their brand manifesto. That’s exactly what you should do: tell the story behind your business and start matching your content and your tone with it. Your personality will naturally attract people who align with your beliefs and sense that your mission is bigger than just selling them something.


Shift your mindset from getting users to buy from you to get them to belong with you. Imagine like you’re talking to a person on the other side of the screen. What kind of imagery will align with them? What are they struggling with in their daily life? A social media post or ad will capture attention only if it’s meant to capture the attention of the person you’re targeting.


2. Articulate your message so that people can refer you on 

If people love you, they will insist their friends do business with you too. Have you ever been to a restaurant and texted your foodie friend straight away with an image of your dinner saying: “You have to try this place out!”. 


The only thing you have to do to empower your tribe of fans to share your story is making it easy for them to do so. Here’s how:

  • Articulate your message in a clear way; complex abstractions don’t work on social media;
  • Keep it relevant to your audience: if your customers are women aged between 35-45 years old, don’t ask them to share a photo of their first day at school;
  • Get your audience involved. Think about the virality of nomination chains or Instagram polls. 


3. Building real relationships

80% of our website traffic comes from dark social, indicating that people are communicating in the inbox, preferring small, intimate communities to the public feed. 

communicating in the inbox

In 2020, for the first time in history, there are more mobile messaging app users than social network users. If you’re a business and you are not replying to Facebook messages, you are losing a good chunk of leads.


At the same time, you might have experienced a decrease in engagement. As business and fan pages experience a steady decline, private Facebook groups are thriving.


Focusing on creating communities around a common interest (not business!) and on cultivating deeper, more meaningful relationships with customers is the way forward. Because remember, relationships will always be more powerful than marketing


4. Grow exceptional experiences

Growing exceptional experiences for your customers is about truly caring. If you have an amazing product or provide an amazing service but your customer service team is a bunch of lazybones who come in just to warm their chairs up, people will not come back to you.


Let’s go back to that restaurant we heartily recommended to our friend. Let’s suppose that dinner was amazing, but the waiter was rude and you could just feel that that was the last place on earth where he wanted to be. Would you still refer to this restaurant? 


Developing strong connections with customers by providing them with information directly suited to their needs and interests and promoting open communication is the only way to foster customer loyalty, interaction and long-term engagement.


Treat your customers as your friends, make them feel that you truly care about them and build a relationship of trust to ensure that your followers turn into fans, your clients into advocates, your community into collaborators and your team into evangelists!

Treat your customers as your friends

Here we are, at the end of this long learning itinerary. If you made it till the end, first of all, congratulations! We didn’t think you’d read it all. Secondly, we hope that you now have the starting ground to rethink your social media strategy in a more holistic and human-centred way that will allow you to turn this channel into a steady source of income for your business.


If you need some expert advice on how to build a successful social media strategy or just some periodic consultation, you know where to find us. Our social media team is never short of groundbreaking ideas!

What to Consider When Creating Your SEO Link Building Strategy

The process of getting backlinks has long since gone from “200 links before lunch today” to “I got a link this month”, turning link building itself into a small artform in the process. Despite the challenges of link building, backlinks still have a relevant impact on the site performance, which makes them an important part […]


Paid Social Manager

VROOM Digital is a performance based Digital Marketing Agency. A well-known Google Premier Partner across EMEA since 2015 and a Preferred Facebook Partner Agency since 2020.  We build campaigns where Paid Social, PPC, SEO & Digital PR work together to help our clients win online. VROOM were one of the most shortlisted Irish Agencies at […]


The Most Innovative Digital Marketing Campaigns of 2020 

2020 was a turbulent year for so many businesses across the globe. Due to the Covid-19 pandemic, a large number of businesses were forced to solely rely on innovative and creative Digital Marketing strategies to reach their consumer base. As the general public were encouraged to stay home and stay safe, businesses were left with […]


Get in touch

By filling in this form you consent to your data being stored by VROOM DIGITAL. We will only use this information to contact you about your specific query. The information you provide will not be used for any other purpose.

We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

Privacy Settings saved!
Privacy Settings

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

These cookies should be enabled at all times as they allow VROOM Digital to remember your preferences about cookie settings.

In order to use this website we use the following technically required cookies
  • redux_blast
  • wordpress_gdpr_allowed_services
  • wordpress_gdpr_cookies_allowed
  • wordpress_gdpr_cookies_declined
  • wordpress_test_cookie
  • wordpress_logged_in_
  • wp-settings-1
  • wp-settings-time-1
  • wpSGCacheBypass

Decline all Services
Accept all Services