Use social media to build authentic engagement with customers and prospects throughout their customer lifecycle.
Open, transparent and honest conversations accelerate the customer lifecycle, as well as the sales cycle.
The more you know about your customers and prospects, the more you are able to help them by providing information of value that will simplify their lives.
The more you simplify their lives, the more loyal they will be, the more they will buy from you in the near-term and the greater lifetime value they'll have for your firm.
Strive to build relationships.
Facilitate conversations across all stages of the customer lifecycle. The person who is just considering your product or service for the very first time is very different than a previous customer or someone who has been researching for the past few months.
As an example, I’ve been evaluating marketing automation software for employers and clients for the past five years so I’m a fairly well-informed prospect; however, the features and benefits of the platforms change so frequently I need to get a demo every six months so I'm fully aware of what one platform offers versus another.
Know what your prospects know and then share with them what they need to know to make a well-informed decision.
Customer communities help build engagement and brand advocacy.
Prospective customers trust what other customers say about your product or service, twice as much as what the company says.
Empower your customers to speak to others on your behalf.
Encourage them to do so by providing "wow" customer experiences that they want to share with their friends, family and colleagues, as well as their social media followers.
You can drive engagement and activate revenue through persistent, discoverable and relevant conversations.
Make fleeting social interactions more persistent and long-term to build trust and credibility.
Relevant content drives conversion. Achieve this by prioritizing and contextually appropriate community topics.
Ask your customers and prospects what they want to know more about and then engage them.
Engagement = (Content + People) x Participation
Relevant answers to relevant questions accelerate revenue.
Know your customer's buying cycles.
Know what their questions are at each stage of the cycle.
Answer the question before they ask it.
You will earn their trust and make their lives simpler and easier.