When Laura launched her botanical skincare brand, she knew she had a special product. Her creams, oils, and cleansers were made from organic, plant-based ingredients, designed to soothe and nourish the skin without harsh chemicals. But like many small business owners, Laura faced a challenge: how to stand out in a crowded market. She had a beautifully designed website and loyal customers, but new people weren’t finding her brand as quickly as she hoped.
It wasn’t until she started engaging directly with customers on social media that things began to change. By responding personally to comments, answering questions, and sparking conversations, Laura not only grew her following but also built lasting relationships with her customers. Here’s how engaging with customers on social media transformed her business.
The Realisation: Social Media Is About More Than Posting
At first, Laura thought that maintaining an active social media presence was all about posting consistently. She would upload beautiful photos of her products, share skincare tips, and announce new launches, but the engagement wasn’t what she had hoped. People liked her posts, but few comments followed, and even fewer conversions came through.
One day, after sharing a post about a new lavender and chamomile face oil, a customer left a comment asking if it was suitable for sensitive skin. Normally, Laura would have waited until later in the day to reply, but this time, she decided to respond immediately. She thanked the customer for their question, explained the ingredients in detail, and offered advice on how to use the oil for sensitive skin.
To Laura’s surprise, the customer not only thanked her for the quick response but also ordered the face oil right then and there. That’s when Laura realised: social media wasn’t just about broadcasting—it was about engaging.
Building Trust Through Personal Interaction
From that moment on, Laura made it a priority to engage directly with her customers on social media. Whether someone left a comment on a post, sent a direct message, or tagged her brand in their own photos, Laura made sure to respond. She treated every interaction as an opportunity to build trust and show that her brand wasn’t just another faceless company—it was personal.
For example, one customer shared a photo of her botanical skincare products on Instagram, captioning it with a story about how the products helped her manage dry skin. Instead of simply liking the post, Laura left a thoughtful comment, thanking the customer for sharing her experience and asking which product she enjoyed the most. This small act of engagement turned into a deeper conversation, with the customer sharing even more about her skincare routine and recommending Laura’s brand to her friends.
By taking the time to engage, Laura wasn’t just increasing her brand’s visibility—she was building a community of loyal customers who trusted her and felt connected to her brand.
Creating Conversations That Lead to Sales
One of the biggest benefits of engaging with customers directly on social media is that it opens up conversations that can lead to sales. Laura found that when she responded quickly and personally, people were more likely to take the next step—whether that was making a purchase, signing up for her newsletter, or sharing her products with their own followers.
One day, a potential customer commented on a post about a rosehip oil serum, asking how it compared to a well-known brand. Instead of giving a generic response, Laura explained the key differences in ingredients, how her serum was crafted using cold-pressed oils, and why it was gentler on the skin. The potential customer appreciated the detailed response and ended up purchasing the serum that same day.
Through these direct interactions, Laura could offer value, educate her customers, and build trust—all while gently encouraging sales. Her responses didn’t feel like a hard sell; they were genuine conversations that made her customers feel heard and valued.
The Power of Authentic Engagement
What made Laura’s approach so effective wasn’t just that she was engaging—it was that she was doing it authentically. She didn’t copy and paste generic replies or use automated responses. Each interaction was personal and thoughtful, which made her customers feel like they were talking to a real person, not a brand.
One customer, who had sent a message about which products would be best for acne-prone skin, was amazed when Laura took the time to ask about her skin type and routine before recommending a product. The customer later left a glowing review, noting how much she appreciated the personalised advice, saying it felt like she had a personal skincare advisor.
This authentic engagement didn’t just build trust—it created customer loyalty. People who had once been casual followers became long-term customers who were eager to support Laura’s business because they felt a personal connection.
Why Engaging with Customers Drives Growth
Laura’s story shows that engaging with customers directly on social media isn’t just about boosting your following or increasing likes—it’s about building real, meaningful relationships. When customers feel like they can connect with you, trust you, and have their questions answered quickly and personally, they’re far more likely to support your business.
For small business owners, this direct engagement can make all the difference. It helps build brand loyalty, encourages word-of-mouth recommendations, and ultimately drives growth in a way that traditional advertising can’t. People want to buy from brands they trust, and trust is built through personal interactions.
Simple Steps to Start Engaging Today
If you’re a small business owner looking to grow your brand on social media, the good news is that engaging directly with customers is simple. Start by responding to every comment and message as quickly as you can. Make your replies personal—thank customers for their questions, share your expertise, and ask for their thoughts in return.
Don’t be afraid to start conversations with your followers. Whether someone shares a photo of your product or asks a question about it, take the time to engage. These interactions will help you build trust, show your customers that you care, and ultimately drive growth for your business.
Ready to Take Your Social Media Engagement to the Next Level?
If Laura’s story resonates with you and you’re ready to start engaging directly with your customers on social media, now is the time to act. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop strategies to connect with your audience, build trust, and grow your customer base through authentic engagement. Contact Mark today and start turning your social media followers into loyal customers who love your brand.
