If you think valuable content is enough to stand out on the social web, think again! As the amount of content grows each second, content is no longer king but ATTENTION is! So, what do you need to do NEXT to make you king of your customer’s attention? Read this article to discover how you can win the battle for attention by showing your customers that you really care!
Social media like Twitter, Facebook, LinkedIn, YouTube, Google+ or Pinterest are taking over from CRM (Customer Relationship Management) in offering more people more ways to voice their opinion, good or bad, about the products and services they have tried. If you want to value your customer’s attention via social media, start by reviewing the following 4 things:
#1 Define how social media fits into your marketing and communication plans
Review all forms of connection with your customers. Think about direct contact via retail outlets, call centres, CRM activities, events and websites, or indirectly through retailers, advertising and market research.
Think about how to integrate social media platforms effectively to engage with your customers. Platforms like Facebook or Twitter offer you the fastest and most personal way to get closer to your customers. Define how social media will fit into your marketing and communications plans. Decide how to complement your other forms of communication and integrate social media seamlessly into them. Read “the 7 secrets to strategic marketing success on the social web“, to learn more.
#2 Experience where to engage with your target audience
Next, choose the most appropriate platform(s) for your target audience. Where do they spend most of their time? Twitter, Facebook, LinkedIn, YouTube, Google+, Pinterest or any other new social platform?
Share valuable content via different social media channels and monitor the results. Which channels generate the most engagement with your key audience? Don’t expect your own brand pages will attract your customers without engagement on social platforms. A leading CPG company, with which I worked, found that more than two-thirds of their brand websites were being visited by less than 20 people per month!
#3 Listen to what they want to hear
Every connection you make with your customers is an opportunity to ask questions or provide information back. This is particularly true with social media, where more people are likely to complain or ask questions than elsewhere, at least in developed markets. Although you may not like hearing negative comments about your products and services, it is better to find out and correct the issues quickly, than to discover the problem through falling sales, or worse, comments posted on the internet.
To attract your customers to engage with you in social media, there has to be something in it for them. Therefore it is essential to ask yourself “what do they want to hear?” rather than “what do we want to tell them”. Social media provides an almost instantaneous contact with your customers, which means that you must always be open and ready to respond, they expect it!
#4 Discover when they are most engaged in social media
The real challenge for your business is to discover what time of the day your costumers are most engaged in social media via different channels. If you are doing business on a global scale, you’ll need different teams for each region. Gather smart data on a global and local scale to learn which parts of the day best support your engagement and customer centric behavior.
Take Away: as the social web is growing each second, so is the challenge to win your customer’s ATTENTION. Combine valuable content with smart social strategies to engage with your audience on a day to day basis via the channels and time of day they prefer.
How do you attract your customer’s attention? Please enter your comments in the box below.