Customer opinions, feelings, and what they care about are getting expressed in social media nowadays, making Facebook, Twitter, Instagram, and others, an essential customer touchpoint. It also means that instantly informing their friends and family about any problem your clients have encountered with your service or product is now possible.
As an entrepreneur, you have to keep your business, may it be a startup or one that has been around for quite some time already, informed, accessible, and proactive in terms of customer engagement and learning about your target market. You can achieve it by implementing an effective social customer relationship management or social CRM.
So, what is social CRM? It’s the method of engaging your customers using social media technology, services, and techniques. Social media management (SMM) and customer relationship management should work hand in hand to connect with your clients in the best possible way. However, it isn’t enough to merely implement social CRM. The key to making it a success is to pick the right customer engagement and selecting the management tool that will help your organization, as well as creating a strategy on how to use them effectively.
Take a look at ten tips to create a great social CRM strategy below.
1. Select The Right Platform
As you know, there are many social media platforms available today. Thus, it’s essential to select the right ones where you can connect and engage your target market. Engagement, listening, and monitoring capabilities are some of the factors that you have to consider when picking an SMM platform.
It’s also essential that you choose a social platform that doesn’t have any problem when getting integrated with other enterprise applications like marketing, sales, commerce, and service. Seamless integration will go a long way in your effort to cover all the different touchpoints of a customer through a holistic approach.
2. Don’t Miss Out On Targeting Relevant Networks
Again, it’s essential to choose the right social media platform, not only to take advantage of powerful functionalities that they offer but also to target relevant networks. You can publish hundreds of posts to engage with followers but if you’re going to do it in a place that’s not even a core to your business, you’re only going to waste your efforts. For example, Pinterest or Instagram will work well with e-commerce businesses since they’re going to post a lot of product photos. Linkedin, Twitter, and Facebook, on the other hand, work more effectively for enterprises like software development companies, car manufacturers, and others.
You have to be present on platforms where your prospects and existing customers hang out. Monitor them, engage them, and respond to their messages promptly.
3. Focus On Building Relationship With Your Social Influencers
There will be individuals who are going to drive the most conversation about the product or service that your business offers. Thus, you have to find them so that you could reach out to them. You can use tools to identify who they are and start building a managed relationship with those loyal users of your brand.
4. Track Customer Interactions And Mentions
Setting up feeds and streams, as well as specific parameters within each social network you’re going to use is essential for you to track likes, comments, and direct tweets from customers. It will enable you to monitor the name of your company or other keywords associated with your product or service so that every time you get mentioned, your business can implement a quick response. It also helps in answering questions from network users promptly. A helpful answer will do wonders in your effort to convert someone from a cold prospect to a lukewarm customer, and eventually into a patronizer of your brand.
5. Rewarding Client Loyalty Is Crucial
Retain customers by creating a discount code for the loyal ones or those who engage exclusively with your business on social media. Rewarding them is a sure way of encouraging them to buy again and share the positive news about your product or service. You can also send out handwritten notes to them while including some brand goodies.
6. Don’t Take Analytics For Granted
Learn more about your customers through analytics. The mention of a competitor and its context and the reach of a recent tweet about your product are only some of the information you can gather to learn more about them. Your business can generate a higher customer conversion rate if your sales representatives have the profile of a prospect and any other specific data about him at their disposal.
7. Segment Your Customers For Targeted Interactions
Social networks have existing capabilities to offer and your social CRM strategy must make use of them to your advantage. For example, you can create a list with Twitter while form groups with LinkedIn and Facebook based on the behavior and interests of customers. If you aim to implement targeted interactions, those functionalities can do wonders for you. Always remember that tailoring business engagements to the individuality of a customer or his social persona are what social CRM is all about.
8. Promote A Two-Way Conversation
A two-way conversation means talking with your customers or clients, not at them. Pushing information at your prospects or customer base without giving them the chance to speak up will only harm your social media presence instead of building it.
9. Improve The Quality And Speed Of Responses From Your Customer Service Reps
Your brand ambassadors are the ones who manage the social media presence of your business. They serve as the first line of your customer service. Thus, they must respond to mentions and questions on social media within the fastest time possible. They should avoid transactional conversations but rather work on starting a genuine one. Your social CRM strategy should aim to connect with customers in a personalized way.
10. Your Social Media Messaging Should Be Consistent With The Image Of Your Brand
It’s essential to make sure that your tone on different social media platforms is still in line with the image of your company. You have to strive hard to achieve it despite the importance of personalizing the way you communicate with customers. For example, an informational yet courteous tone works for a big data company while a more casual and laid-back tone helps a restaurant that profits from happy hour. Crafting a strategy accordingly requires you to know how your business operates and what your audience expects from you.
There’s more to social CRM than only gathering data or making a sale. Its ultimate aim is to promote a two-way conversation, something that’s going to be beneficial not only to you but your customers as well. Use the tips above to achieve a great social customer relationship management strategy for your business.