Social media marketing evangelists often promise untold business success if you get your content marketing strategy right and your social media profiles firing.

Because once those things are in place, your customers can become your brand advocates and spread the word about your business.

But there’s a blunt question that needs to be answered – is your business good enough for customers to spread the word?

The simple fact is, all the engaging posts and inspiring images you can muster won’t lead to business riches unless your business delivers on it promises.

So while you’re developing and growing your social media presence, take a step back and look at your business fundamentals and how they will contribute to, or detract from, your business success.

  • Every time a customer interacts with your business or brand – from the first impression to after the sale – is it a positive experience?
  • Can they easily and quickly find the information they need to buy your product or service?
  • Does your customer service leave them feeling special and looked after?
  • Do you make it easy and enjoyable for them to do business with you, or are there too many rules, restrictions and barriers in place?
  • Do you deliver on time and within budget?
  • Do you keep them informed throughout the process so there are no surprises?
  • Once they have bought from you, do you present the product or information in an appealing, easily accessible way?
  • Are the products, services and communication presented in a way that reinforces your brand?
  • If there are issues, do you provide a professional and quick response?
  • Once the sale is finished, do you follow up in an appropriate way to make sure the customer is happy – and hopefully pave the way for future sales and referrals?

If any of these areas aren’t quite up to scratch, you risk losing your brand advocate or, in the worst case scenario, facing negative comments on social media.

But get these foundations right, you will have a band of satisfied customers and your social media efforts will have a much greater chance of success.

ACTION: Step through each potential interaction a customer could have with your business, and look at ways that their experience can be improved. Or better yet, have a trusted friend or colleague step through the processes for you, to give you an objective opinion and advice on where they think you can make improvements.