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O segredo está em focar os aspectos fundamentais do seu negócio que tornem o
seu produto/serviço único para os clientes que assim o ajudarão no "passo-a-palavra".
When any new technology gets rolled out — whether it’s email, text messaging
or social media — it takes some time for best practices and effective strategies
to cement themselves. And while many businesses (of all sizes) are still looking
for ways to leverage social media, some techniques have already proven fruitful
and can help your business expand its reach.
The key to turning your business into a social media marketing success is
focusing on the fundamentals that already make your business great, and enabling
your customers to spread the word about your exceptional products or services.
Here is a 5-step plan for linking your customers’ experience to the power of
their endorsement, which will, in turn, bring more customers to your business:
1. Start with exceptional service.
Though providing your customers with positive, memorable experiences may seem
an obvious suggestion, the importance of this first step cannot be understated.
Whatever inspired you to first open your doors (or whichever services set you
apart from your competition today) is what you need to focus on in every
customer interaction you have.
When you’re firing on all cylinders and giving your patrons a top-notch
experience, you’re turning casual customers into passionate ones. For better or
for worse, these are the types of people who are most likely to spread the word
about your business to their friends and colleagues. And for any social media
marketing campaign to take off, you need to have all-out fans willing to
evangelize your brand and the great experiences they’ve had with it.
2. Engage your customers with interesting content.
Great service is a first step in building a passionate fan base, but the next
step involves extending the experience outside your four walls. Email marketing
helps you reach your passionate customers when they are not in your store by
sharing news, tips and other information through periodic communications.
The benefits of email marketing go beyond simply keeping your customers
informed. The basic act of asking for an email address strengthens the bond
between your business and your customers because they are entrusting you with a
piece of their personal information. And while an email address may seem like a
tiny detail, when someone gives it to a business, that proves the business is a
trusted contact that the person would like to engage with on a deeper level. In
addition, email newsletters are easily (and often) forwarded to and shared with
friends, so this a simple first step towards leveraging your customers’
contacts, if they choose to forward along your messages.
3. Help your passionate customers spread the word.
Forwarding an email newsletter is still a great way for your customers to
spread the word about your company, but social media marketing provides a lot of
other ways, too. For example, archive your email newsletter content online.
This will allow you to post the newsletter as links on various social networking
sites around the Web.
Andrea Herran of Point Barrington, Illinois-based Focus HR Consulting does a
great job of leveraging her email content to drive her social media marketing
efforts. Every month, she sends out a short email newsletter that features an
article about management, and includes links to her recent blog posts and other
resources that might interest her subscribers. Before she sends out the
newsletter, Herran runs a teaser post on Twitter that often prompts more people
to sign up. And after the newsletter is sent, she engages with subscribers about
it on Facebook, talking about ideas she shared and learning more from her
customers.
4. Turn casual acquaintances into passionate customers.
Sharing information with friends is the very nature of social media
marketing, so using this channel to engage your most passionate customers will
quickly increase awareness in your business among their contacts. This is why
providing content to your most passionate customers is so important: Give them
something worthwhile to talk about, and they will gladly share it with their
friends. Some examples of items your business could post include:
- Details on new
products, or changes to existing offerings
- Specials, deals,
discounts and coupons
- News on upcoming
events
- Information about
community functions your business may be participating in
- Offers, prizes,
rewards and contests
As the word spreads about your news, more customers will connect with your
business via social media. In fact, customers are more likely to connect via
social media than they are through email marketing — but don’t let that
discourage you. Email subscribers are more engaged because they interact
through their inbox, which means they’ll be alerted when your message arrives,
while social media contacts get distracted more easily. Social media is very
popular right now, but remember that its users tend to be more like casual
acquaintances in comparison to the passionate customers that email marketing
provides.
5. Keep the “virtuous circle” going.
If the ultimate goal is to convert as many people into passionate customers
as possible, then it all comes back to providing a great customer experience.
Use social media marketing to lure customers into your business, where you can
wow them with the kind of exceptional service they heard about from their
contacts. And if these new customers heard about your business via social media,
try to get them to sign up for your email newsletter while they’re there. When
they do, you’ll know you’ve found another passionate customer, and your efforts
will spin onward to their friends.
This creates a virtuous circle that will continue to build buzz and generate
followers for your business with every new newsletter and great customer
experience you produce.
Fonte: smallbiztrends.com |
