Social networks to (re-)win over your customers
Doesn't your CRM (Customer Relationship Management) program rely on social networks? Yet this is where an enormous amount of information circulates. A huge potential for your company, both in terms of your sales approach and market opportunities. Find out more about using CRM in our dedicated section.
Social networks: a goldmine for getting to know your customers
Social networks: what's at stake and how to use them?
Social networks represent a mine of information, both personal and professional. What's in it for you?
- Find information about your customers,
- meet new people, make connections, cross-reference information,
- expand your visibility and field of influence,
- acquire new customers and retain old ones.
So, how do you go about it? Comb through everything manually? No, it's better to let a software program like Spread Family do it for you. But how does it work? Every time someone subscribes to a newsletter, for example, or downloads a white paper, if they connect via a social network, the software scans their data and exports it to your database.
More qualified profiles to better segment your customer file
This capture phase enables you to collect social, commercial and behavioral data. This profiling qualifies each of your customer files. You can specify fields of particular interest to you, find out which pages are liked and which accounts are followed. All of this enables you to segment your contact base and address each segment individually.
An intelligent database to personalize your actions
The advantage of SaaS customer relations solutions is that they are continuously synchronized. If a profile in your database, aka Customer Family, likes the page of one of your competitors, you're immediately notified. Then it's up to you to take action... If you want to do everything you can to keep the person: why not send them an e-mail with a nice promotion, for example?
Contextualize your sales strategy for a more qualitative approach
Opportunities to seize
Some matches are very interesting. You may find, for example, that many of your customers have also followed another brand - not a competitor this time, but perhaps... complementary! How about a partnership? A co-branding operation could benefit both brands while meeting the expectations of your common target.
Personalize the customer experience
Targetting enables you to target and personalize your messages. It's a good idea to proceed by segment, based on your contacts' areas of interest. Tailor your content to your target audience. For example, if you're a sports retailer, plan to send a promotional mailing on fishing tackle only to interested contacts. On the other hand, send contextualized newsletters before or after a match, for example, to all your contacts who you know are regular fans.
Choose quality over quantity
CRM has two objectives:
- to acquire new customers,
- retain existing customers.
Too often, companies forget the latter. They under-exploit their customer base. Why buy databases elsewhere, when you haven't taken the time to analyze your own? Your propensity to subscribe to newsletters on your customer file can serve as an interesting indicator. With a minimum of targeting and qualification, you can personalize your actions and improve your coverage rate.
Put an end to the one-to-many approach and opt for tailor-made solutions
Addressing the same message to everyone is tempting, but ineffective. Internet users have become demanding. You can no longer put everyone under the same roof. Your sales strategy must adapt. Be generalist for your prospects, specific for your customers. There's no need to send a recruitment campaign to your fans. Opt for more in-depth content, in line with what you know about them. The more your audience feels unique, understood and valued, the more you'll win their support, loyalty and even attachment. As your two conversion rates grow, so does your sympathy capital:
- conversion of your fans into customers,
- conversion of occasional customers into loyal customers.
Social networks at the heart of your CRM
When you combine an e-mail campaign with a social networking operation, you generally increase the impact tenfold. Spread Family encourages you to do just that, and supports you in deploying appropriate messages in a targeted way. In the form of turnkey scenarios, numerous webmarketing levers are at your disposal:
- sponsorship
- birthday offer
- fan rewards
- recognition of loyal customers
- reviving inactive customers...
When your customers become your brand ambassadors
Social networks can be deployed on a large scale and instantaneously. It's all about viral dissemination. Incentive methods invite people to share and relay your content, in the form of contests, for example, or promotional mechanisms. This is an opportunity to identify your influencers: those who share your content the most. Take care of them: they're your best spokespeople.
Today, targeting is essential. Solicited from all sides, your customers will only be receptive if you find the right words. You need to reach out to them. Spread Family helps you do just that, by harnessing the power of social networks to support your sales strategy. Targeted marketing for greater impact.
Article translated from French