the influence of social media marketing activities on customer loyalty, loyal dog holding phone

8 ways to build loyal customers through social media marketing

When people think about social media marketing, they often picture flashy ads or viral posts. But, as we’ve spoken about before, a post going viral isn’t always a good thing. The real value in social media marketing lies in building an engaged following over time—quality, not quantity.

If you can get your customers to follow you and engage with your brand on social media, you stay top of mind. That’s loyalty gold.

Here are 8 ways to make that happen.

1. Keep it real

It’s tempting to go for the hard sell on every post, but here’s the truth: people scroll through social media to be entertained, informed, or inspired—not sold to. If you’re filling your feed with constant “Buy Now!!!” posts, you’re probably turning people off.

Instead, focus on creating content that resonates with your audience on a personal level. Share stories, highlight customer wins, or just post something that makes people smile. The key is to create an account they actually want to follow.

Take our client Bryan Hindman Electric. They’re a family-owned and run business, and it shows in their content (which they create themselves). Their social profiles aren’t stuffed with sales pitches. Instead, they’re personable, funny, and engaging, filled with relatable memes, team shoutouts, and the occasional adorable pet tortoise pic. And when the time comes for electrical work, guess who’s getting the call? That’s the power of making your brand feel human.

2. Showcase what you know

Your customers want to feel like they’re working with the best in the biz. Social media is your chance to prove it. Share tips, insights, or updates that show you know your stuff. Don’t be afraid to get specific, because the point is to position yourself as a go-to resource in your industry. When customers see you consistently delivering value, they’ll naturally think of you first when they need your services.

You may also be interested in: 10 tips to market your service-based business on social media

3. Put a face to your name

People connect with people, not logos. Customers want to see the faces behind the work—the people they’re emailing, calling, and meeting.

A great way to put a face to your brand is by highlighting your employees. Share a quick interview with a team member, post about their achievements, or simply show them in action on the job. It’s a simple way to make your brand relatable, as people are much more likely to stay loyal to a brand they feel connected to on a personal level.

4. Show up where they are

If your customers prefer to reach out on social media, you’d better be there. Think of your social media presence as an extension of your customer service. If someone tags you in a post or leaves a review, acknowledge it. If they have a question, answer it promptly. These small interactions add up over time and can significantly influence how customers perceive your brand.

You may also be interested in: Don’t Build Your House on Rented Land: How to think about social media in your marketing strategy

5. Cross-sell without the hard sell

One of the sneaky-good things about social media is how easy it is to show customers what else you offer. For example, our client Financial Solution Advisors uses LinkedIn posts to raise awareness that they do more than just taxes. They share helpful content about their other services, planting seeds for future business.

You can do this subtly by weaving your additional services into content that’s genuinely useful. For example, a landscaping company could share tips on garden maintenance while mentioning their seasonal clean-up services. The idea is to provide value first and let the cross-sell happen naturally.

6. Build community

Sometimes, social media isn’t just about you and your customers; it’s about your customers connecting with each other. Private groups, interactive posts, or even tagging customers in event photos can create a sense of community. It won’t work for every business, but when it does, the loyalty payoff is huge.

For example, a yoga studio might create a private Facebook group where members can share their progress, ask questions, or exchange tips. A software company could host live Q&A sessions or webinars on LinkedIn, inviting customers to join the conversation. These efforts build community and position your brand as a central hub for your industry or niche.

7. Go behind the scenes

Believe it or not, customers love seeing how the sausage is made. Behind-the-scenes content can take many forms. Maybe it’s a day-in-the-life video featuring one of your employees, a sneak peek at a new product you’re developing, or a messy photo of a job in progress. This kind of content not only keeps your audience engaged but also gives them a deeper appreciation for the work you do.

Our client John Merrill Homes shares progress photos from construction sites. It’s fascinating, transparent, and builds trust.

8. Don’t forget the basics

Social media is still one of the best ways to get the word out about your specials, events, and promotions. If you’re launching a new product or hosting an event, social media can help you reach your audience quickly and effectively. But don’t make it your whole strategy; balance these more promotional posts with content that nurtures long-term connections.

Social media isn’t magic…

But when used well, it’s a tool that builds real connections and trust. The key is consistency. Show up, engage, and provide value. Over time, these efforts will pay off in the form of stronger relationships and a more loyal customer base.

If you want to (finally) start focusing on building your business’ social media presence, we’re here to help!

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And if you’d rather we take your social strategy off your plate entirely, we’d love to hear from you.

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