Many retailers in Australia have a social media presence for their brand, but how effective is your online content when it comes to connecting with your customers?

If you’re considering setting up a social media page as part of your online retailing strategy, you need to approach this carefully in order to minimise the risk of losing potential customers.

Customers can be turned off or have a negative experience with your brand if your online content isn’t well-tailored to their needs, so here are a few helpful strategies to keep in mind for your social media pages.

Make it relevant

One of the biggest pitfalls to avoid with any social media page is producing irrelevant content for your customers.

Content needs to be tailored specifically to fit your customer base. Before setting up a social media page, you need to work out what your customers are interested in when it comes to your brand.

Whether it’s a sneak peek of new collections, fun competitions and vouchers or advance notice about sales, it’s important to ensure your social media pages are delivering this kind of content.

Make it relatable

One of the great advantages of social media is being able to connect with your customers on a more personal level, which can help to build stronger customer loyalty and relationships.

You may want to consider posting content that connects directly with your consumers and encourages them to engage with your business.

For example, US-based make up brand Benefit Cosmetics posts regular updates on their Facebook page asking customers to rank their favourite products, describe how they use them or post photos of how they incorporated a particular product into their look for the day.

This kind of content can help to build a stronger two-way relationship between your company and your customers.

Make it readable

Generally, online content shared on social media pages needs to be short and sweet.

Concentrate on the most important points of your message and condense these into easily readable chunks.