Why Should Your Customers Care?

When it comes to marketing your business, you have to pat your own back. Now that itself is an art. Pat your back too much; people would want to hide you from their feed. Pat your back a little less, and you will be forgotten. Now, between all of what we do and see on social media, why should your customers care about what you do and how successful you are? 

70-90% of the noise on social media is unnecessary; much of the noise made by brands does not result in any conversions. Technically speaking, a good social media conversion rate typically falls between 2% and 5%, though this can vary depending on factors like follower count, reach, impressions, and industry. On average, Instagram boasts a high monthly conversion rate of 19.7%, while TikTok sees a 2.3% conversion rate for ads and 14% for organic posts. Facebook ads, on the other hand, have an average 9.21% conversion rate across industries. Experts can argue about the rates and their effectiveness and whatnot, but how do you know what your customers think?

There is no single formula for success, which is why we have “experts” and “influencers” selling us courses and self-help workshops starting at $9 and $99, assisting brands in reaching their target audiences. The quoted rates are directly proportional to the confusion surrounding the subject and the desperation of the brand to follow the herd. 

Numerous customer surveys have revealed that customers expect their brands to be "trustworthy," "engaging," "inspirational," "consistent," "reliable," “reasonably priced,” and so on. The reality is that a significant portion of the customers care only about the pricing and not about your carefully crafted brand profile or social media communique.

Furthermore, in addition to the buzzwords, recent surveys have revealed the following top expectations of customers from businesses:

• Personalization: Tailored experiences that cater to individual needs and preferences. 
• Quality and Value: Products and services that offer good quality for the price. 
• Authenticity and Trust: Honest communication, aligning brand values with actions, and being genuine with customers. 
• Customer Service: Responsive and helpful support across all channels. 
• Brand Values and Social Responsibility: Taking a stance on issues that align with customer values. 
• Transparency: Clear communication about pricing, policies, and data practices. 
• Convenience and Speed: Easy access to information and services. 
• Data Protection: Secure handling of personal information. 

Nowhere do the expectations reveal that customers want you to post 3 times a day on Instagram or 5 times a week on all social media platforms. The customers do not expect you to pat your back every day from Monday to Friday and twice on weekends at the suggested peak traffic hours shared by different social media platforms. Brands must realise that their target audience is us, the common people who are genuine, empathetic, and mostly looking for sense in different things each day. 

When was the last time you bought something shouted by an influencer? or fin-fluencer or a brand ambassador? But you remember that one brand ad or message that truly resonated because it was thoughtful, meaningful, and made sense for a long time to come. Same with customers: treat them as smart individuals, respect their time, do not bombard them with a hundred different propositions, answer them properly when they expect, and you would have done what most businesses are failing to do today.