Capturing Loyal Customers Through Social Media
There are so many social media marketing strategies out there, so we may ask ourselves “How could we extend our reach to customers without compromising our brand?” Let’s take a look at the online eyeglass retailer brand, Warby Parker, and its strategic approach to selling prescription eyeglasses and sunglasses to customers online. Yep – online!
Gone are the days when you are spending your Saturday morning roaming the eyeglasses showroom for your favorite pair of frames. Warby Parker solidifies its customer loyalty and minimizes the time spent at local retailers by prioritizing communication with customers, offering a wide selection of glasses, and providing a remote transactional experience that keeps customers engaged.
Here are a few ways social media marketing and customer engagement improve how online retailers like Warby Parker, are killing it in the virtual world we live in today.
User-generated content
- Creating social media campaigns that help with customer engagement such as promotional contests that feature photos of the product, customer, and further brand presence.
Warby Parker uses social media marketing strategies that target its customers, engage its customers, and encourages its customers to share their experiences on social media channels such as Facebook (Meta), Twitter, and Instagram. Take a look at the Home Try-On Campaign – launched with the intention of building brand loyalty and giving customers the opportunity to post content (photos, videos, reviews) in eyeglass frames.
Referral-marketing campaigns
- Customers trust other customers, so incorporating a social media marketing campaign that focuses on referrals eliminates the skepticism prospects may have when considering purchasing a product from a new brand.
Warby Parker developed its first referral program in 2010 to display a commitment to customers, community, and societal issues that make it difficult for people to afford or access proper vision care. The referral program, Buy a Pair, Give a Pair, addresses the lack of access 2.5 billion people in the world have purchasing glasses which includes the severity of impaired vision that people face on a global level. When a Warby Parker customer purchases a pair of glasses, the company immediately gives a pair to one of the 2.5 billion people who are in need of vision care.
Partnership opportunities
- There is no better way of reaching new audiences on social media than to incorporate partnerships with other brands, influencers, and groups! Considering what social media channel your customers are actively engaging on while developing a new approach for your partner’s audience that compliment both parties builds interest, and advocacy, and furthers overall brand exposure.
Warby Parker partnered alongside VisionSpring for the Buy a Pair, Give a Pair program. This partnership extended the social reach of Warby Parker to accommodate customers in need of affordable eyeglasses. This program became a major benefit for students in low-income environments, inspiring vision care companies to offer affordable eye exams and frames at a price that underserved communities could access.
Capturing customers that are loyal, willing to advocate, and voluntarily available for brand ambassador opportunities for your company is crucial. Fortunately, social media marketing strategies, development, and execution make it easy. Grab some coffee and start your next social media marketing campaign today, it benefits the company and the customers it serves!
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