I have a thing about following or researching businesses to see what they are doing or how they went from zero to known in their industry. These insights show me how other small businesses can copy or learn from them. As these businesses have huge marketing budgets, teams of employees & large audiences to serve, it's definitely worth keeping an eye on what they are up too.
So one day while scrolling through my feed on Instagram, I noticed a comment on one of John Lewis's Instagrams post.
As soon as I read the comment the first thing I said was
Well that was a missed opportunity from their social media team
Below is the original post and the 1st comment they received.
Take a look to see if you notice the opportunity John Lewis missed.
Firstly I want to say John Lewis's social media team was very helpful to their customer's comment.
However, I also know they could have done so much more.
Especially with Instagram having so many features that would have taken less to no time to implement.
Here's what I would have done differently
I would have shared the product name along with the product number in the comment. Now, this would take a little research. But as they already had the product numbers I don't see it would have taken much more work sharing the product name too.
By doing this it would serve 2 purposes. One it would help their potential customer search at their website with a product number & name. If they messed up the number they would have a second chance on finding that product via its product name.
I would have used Instagram's stories to actually display the product image for each dress which was shared in the comment. On the image add the product name & number & of course add the important swipe up feature.
The swipe up feature is everything. It takes the customer from Instagram straight to where you want them to be on your website. This means the customer would not need to worry about writing down the product codes or names. They can choose which dress they like the most and go there directly.
Then tag the person from within the stories. This would notify the potential customer and literally bring them back to John Lewis Instagram account to check out their stories. Also, update the comment with a reply, letting the person know they can view these beautiful dress alternatives in their stories.
Now, this could all be done in one move. From stories set up, then reply to comment so everything is set in place for the customer to see the response and explore these new product alternatives.
There you have it, that's what I would have done.
In terms of your audience. Be aware of what your followers write about on your social media platforms. Don't be so quick to respond, a little time may give you another idea to help better that person's experience. If you see a question that you can totally answer then do it, my friend. Unload your value on that person without any sales pitch. When you do that person and other who follow that thread will come to check you out for sure. S make sure your profiles on the various platform is properly filled out with are working links.
If you help them they will thank you and probably tell their family & friends. If you can't help them they will still know you tried. Which is still very gratifying for them & for you.