Tag archives for customer

Tips for Building Loyal Brand Advocates

7214953050 f90567f11c m Tips for Building Loyal Brand Advocates

Consumers are influential. They have the power to influence their peers to buy or not buy your products – both offline and online. How is this determined? Based off their experiences with your brand. Creating a brand advocacy program can help you take steps towards turning your customers into advocates. Here are some tips to help you get started:

Know Your Content

Before you decide on what you say to your advocates, you should know the story you’re trying to tell. It’s important to determine your tone of voice, narrative, platform and even your content creation process. Understanding the process of content ideation, creation, approvals and distribution can be demanding – which is why it’s important to create a structure. The combination of everything outlined above will allow your advocates to help you tell your brand story.

Appreciate and Thank Often

At the core of building brand loyalty is rewarding and thanking users for their activity and engagement. Taking the time to say thank you forms a positive reciprocal relationship between you and the consumer, and brands that take advantage of this early on can create loyal advocates. If someone is taking the time to support your brand, you should ask yourself how can you say thank you?

Evangelize internally

In an earlier post I shared the importance of embracing employees as brand advocates. Employees continue to be one of the most under-leveraged resources for many brands. From experience, I’ve found that this is often caused by departments being siloed, which creates a lack of communication. Building a successful brand loyalty and advocacy program includes a company-wide initiative. You should ask yourself, if your employees won’t buy your product, then why should anyone else?

Listen and Learn

If there is anything word of mouth marketing has taught us, it’s that customers want to be heard, and not only that, they want to make sure you’re actually listening. Advocates are not only keen on sharing experiences about your product or services, they can also provide insights and suggestions. If you’re listening but not doing anything with consumer feedback, you’ll build brand critics, not brand advocates. The importance here is engaging and adding value for your customers. In turn, they will appreciate your efforts and recommend you to others.

Are there other tips I’ve missed? Share them in the comments below.

Image courtesy of Jenni Rodger.

 

 Tips for Building Loyal Brand Advocates
Posted in Online Marketing, Social Media | 2 Comments

Facebook Custom Audiences Now Available to All Advertisers

Facebook logo custom audiences Facebook Custom Audiences Now Available to All Advertisers
Facebook has officially announced that targeting via Custom Audiences will be available to all advertisers by the end of November. This means that all types of businesses can start targeting their customers on Facebook using this feature.

What’s Custom Audiences?

Custom Audiences is a targeting tool that allows advertisers to find their offline audiences/customers who are on Facebook, using contact lists. Previously, this tool was only made available through Facebook’s Power Editor Tool.

A new added feature is MailChimp support. For the first time, businesses can use their MailChimp lists with the Custom Audiences tool. Using the tool is easy – all you need to do is upload your customer email list or MailChimp list. Once they’ve been uploaded, then these matched users can be targeted with ads for your Facebook page, website or mobile app.

Facebook Custom Audiences Facebook Custom Audiences Now Available to All Advertisers

What are the opportunities?  

With the Custom Audiences tool, marketers have the opportunity to turn first time customers into repeat customers by targeting them with customized and personalized advertisements. At the same time, the tool also allows marketers to exclude customers as well (example: if your goal is to acquire new customers).

Facebook has already shared a success story: in an effort to sell tickets for a music festival, a live events company was able to see 28X return on investment for a campaign by using this tool.

Custom Audiences has been rolled out to a limited number of advertisers in the U.S., with the goal of a global rollout by the end of November.

Will this affect your Facebook advertising campaign efforts? Share in the comments below!

See also – What You Need To Know About Facebook’s New Algorithm

Image via Flickr.

 Facebook Custom Audiences Now Available to All Advertisers
Posted in Social Media | Leave a comment

Understanding Social Media Customers [Research]

As a social media marketer, content marketing plays a key role in my overall social media strategy. Content marketing is not only focused on selling, but it should also inspire loyalty and interest from current and potential customers. With that said, as a business you should know who you’re trying to target. Many businesses attempt to appeal to everyone, but this can often lead to mixed messages and sometimes confusion. It’s important to narrow your market and select a niche to focus your social media content marketing efforts. This will allow you to craft targeted messages and content that will attract the customers you’re looking for.

Understanding Social Media Customers

I recently came across a study by VisionCritical which identified important factors for organizations to consider when trying to understand their social media consumers. The data was focused on their behavior and actions using different social platforms. Here are a few key points the study brought to light:

What social networks are your customers using?

In order to use social media to reach your customers, you need to understand where to find them. Understanding what customer segments are using which social networks is key. This will help identify opportunities and direct your social media strategy to address the needs of your different customer segments.

Social Media Audience Pinterest Facebook Understanding Social Media Customers [Research]

Question: Which of the following social media sites, if any, do you use?

What do they want from your social media presence?

Users engage on social networks differently. For example, users may turn to Pinterest to learn about DIY projects, or Twitter to learn about current events. As a brand you need to understand what your customers like to do on each social network, and most importantly how they want to engage with you. The keys are to provide content that is relevant and understand the tone that resonates with your users.

Presense on social network Understanding Social Media Customers [Research]

Does purchase lead to sharing or sharing lead to purchasing?

The study identified that the relationship between sharing and purchasing is largely dependent on the individual. There are instances where social sharing is a very weak indicator of purchase intent, but in other cases social sharing can lead a consumer directly to a purchase. The study found two important data points:

  • 41% of people purchased because they just happened upon it while researching and they hadn’t even thought about buying it
  • 88% of people purchased by searching for it and were already thinking about buying it or something like it

Key lesson: Ask your customers whether they share during their discovery process. This will help you focus your social outreach to customers who are actually researching your products.

You can find the entire study here (highly recommended). Research and images courtesy of VisionCritical.

 Understanding Social Media Customers [Research]
Posted in Customers, Online Marketing, Social Media | 1 Comment

Responding to Criticism on Social Media

facebook dislike button 300x127 Responding to Criticism on Social MediaSocial media is a great platform for companies to share, extend and enhance their brand awareness. It has the ability to bring brands and consumers together, but it also opens the door to transparency and open criticism.

Whether it’s an angry customer complaining about their experience, a former employee bashing you, or even a competitor snooping on your activities, these situations happen to every brand. By now you may have heard of the disgruntled British Airlines customer who spent $1,000 on promoted Tweets to share his negative experience. The result? His post was seen by more than 300,000 followers (negative brand awareness for BA!) and in the end, he was able to get his issue resolved.

So the question remains: What should you do in these types of situations? Here are some tips to help your brand respond to criticism on social media:

Listen

Before making any decisions, you should know what consumers are saying about you. The only thing worse than being criticized, is not knowing that you’re being criticized! Monitor keywords and social conversations to know exactly what’s being said about your brand.

Evaluate

Now that you’re monitoring what is being said, you need to evaluate whether criticisms are actually valid or not. Are your customers telling the truth? It’s better to acknowledge a weakness, than deny them. It’s important to remember that social conversations happen in public forums, so any response is a reflection of your brand. This means you need to take time to evaluate whether the criticism warrants a response.

Plan

Results from a recent study by Oracle illustrated that 81% of Twitter users expect a same-day response from a company. What does this mean? When consumers criticize your brand or share a negative experience, you should acknowledge the issue or complaint as soon as possible. This helps consumers feel heard, and also encourages them to work with you because you’re showing that you care. Remember that social media helps you humanize your brand. You should treat consumers with respect as you respond.

Let it Go

The truth is, you can’t please every consumer or satisfy every critic. However, you should make an effort to show your community that you care. Making an effort to acknowledge and trying to resolve a situation will only benefit your brand!

 Responding to Criticism on Social Media
Posted in Customers, Online Marketing, Social Media | 4 Comments

10 Ways to Convert More Customers Using Psychology [Infographic]

Converting leads into customers is a top marketing goal for businesses. A few months ago I had shared an infographic that outlined 10 Things Your Customers Wished You Knew About Them. Understanding your customers is important for not only making good business decisions, but also because it’s the first step in creating brand awareness so your prospects discover who you are. The next step of this process is informing and educating these prospects, so they eventually convert into a lead or sale.

Help Scout, a customer service software company has put together this infographic that highlights research related to the topic. Here are some key takeaways:

  • Remind your customers how easy it is to get started (example: one month trial) – help them get past the “Action Paralysis.”
  • Research shows that customers are more trustworthy of companies that own their mistakes, rather than blame external sources.
  • Focus on how your product or service can solve your potential customers pain-points fast. If you make them wait, you’ll loose their interest.
  • Of customers who have a strong relationships with certain brands, 64% said it was because of their shared values with those brands.

Learn more below:

convert customers infographic large 10 Ways to Convert More Customers Using Psychology [Infographic]

 

 

Infographic courtesy of Helpscout.

 

 10 Ways to Convert More Customers Using Psychology [Infographic]
Posted in Creative Marketing, Customers, Online Marketing | 5 Comments

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