In today’s business environment, marketing officers have probably realized that social media comes with a lot of potential. Social media is one of the best ways of bolstering customer retention. From Instagram, Facebook to Twitter, organizations are being dissected and discussed more than any other time. Stories on various companies are also being shared, inverted, subverted and even taken out of proportion.
Before you can make the most of social media to harness consumer engagement, know that customers are the ones driving the brand or company messaging. Sales and consumer prospects are engaging with brands in all sorts of ways since the economy today is very interactive. It’s also important to note modern customers are highly empowered and expect companies and brands to get them the service or goods they want, the way they want them.
It’s believed before buyers contact a salesperson they are about 70 percent through with the purchasing process. Ensuring these open gaps are filled to make the most of the process of sales is now critical for every marketer. Having your social ears or engaging in active listening socially is very critical.
Salespersons are also realizing how contextual information is significant and a very important driver; sales have been found to ignore leads given by marketing departments. Making lists and using social media allows every marketer to be able to monitor in an active way the social landscape as it stands for specific behaviors. Marketing departments within corporate training companies can offer visibility to salespeople through valuable pieces of information. If used proactively they’ll ensure all gaps within the sales process have been filled. Marketing automation software can help with this.
Market salespeople as well
Whether it’s on social media or offline, customers and potential buyers always like building relationships with real people than building ties with brands. Trust is very important and always a critical factor; if used well it can easily bolster consumer engagement on social media. One way this can be done is ensuring all the representatives of the company are elevated and marketed on social media. Positioning them on social media increases their engagement as employees and exposure and will in the long run generate wonderful opportunities and new leads.
Social triggers need to be identified
Social listening allows marketers to be very flexible at identifying triggers on the social media. Trigger events to be identified can be a Facebook post or Tweet to the effect that a competitor has adopted new e-learning methods and what that means for your efforts or an announcement on LinkedIn about changes in the management of a competitor’s organization or new customer case study posted on social media. Learning to explore social media to recognize, find and act on any possible social trigger easily helps the sales team to get ahead of the competitor and reach a prospect fast.
Listen to customers
Listening to customers is very effective as they will remain engaged and as such ensure your company remains their number one service or product provider. It also makes them loyal and they can even take the bar higher by remaining advocates of the company.
Social media means getting personal
As already mentioned people build relationship with real people easily and fast. It’s critical for a brand to maximize on customer engagement by nurturing prospects on social media as people rather than taking them as anonymous transactions without stories. For instance, studies indicate 58 percent of social media consumers posting on a negative customer experience will not get a reply from the brand they have a problem with. This could cost a company some revenue and damage its reputation.
No matter your industry, consider social media as a great way to bolster engagement with your consumers and customers.