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Social Media

Forum Insight: Customer engagement methods to maintain strong relationships…

Now more than ever, customer communication methods are becoming varied and diverse. Trade exhibitions, social media platforms, focus groups and surveys, personalised email campaigns – the list is endless. But which methods will prove to be the most effective for your business? Before investing too much time and effort into just one, think carefully about all available options, and ask your customers how they prefer to be contacted…
Keep track of emails: Make it your personal – and even company – goal to respond to all customer emails within a five minute time frame. Not only will it generate appreciative responses, people love fast and efficient customer service, and this level of service will lead to an abundance of recommendations and increased trade. Need more convincing? View Eptica’s ‘Email Management’ article here.

Be active on social media: By now you’re probably tired of the constant emphasis on regular social media use, but inevitably, one of the best ways to connect with customers is through social platforms such as Twitter and Facebook. The good thing about social media is there is no time schedule to follow – you can reach customers at any time of the day. Use your company’s Facebook fan page or Twitter account to engage your followers and keep conversations flowing. Nowadays, social media has been incorporated as a form of customer service, so make your platforms adaptable for staff members to handle customer questions and complaints. Read through Conversocial’s case studies for influential insight.

Answer the phone: If it ain’t broke, don’t fix it! No matter what industry, a significant focus seems to be on new customer channel developments. But whatever happened to the traditional phone conversation? Whether you’re following up, apologising for something that went amiss, or wondering why you haven’t received an order in a while, there’s no better way to strengthen a customer relationship. According to eConsultancy, customers prefer assistance over the phone (61 per cent), followed by email (60 per cent); Live Chat (57 per cent); online knowledge base (51 per cent) and “click-to-call” support automation, (34 per cent).

Start a weekly blog: Why not create a weekly blog to keep your customers up-to-date? If you actively keep up a quality blog, not only will your customers read your blog, but they will respond to your blog. This creates a positive flow of communication and helps build customer loyalty. Find inspiration from these companies that have made blogging a ‘top priority’.

Conduct market research: Surveys allow businesses to identify customer needs. Once acknowledged, companies can steer their offerings towards filling these needs. Surveys are also a good tool to bring in prospective customers who are on the fence about a product/service, i.e. surveys can be used as a platform for prospective customers to voice their needs. Confused about whether to conduct quantitative or qualitative research? Learn more about the differences here.

Forum Insight: Business-proof your company and personal social media…

Of course, garnering a substantial social media following is important to all industry professionals and companies as a whole; however, a select few are still not implementing the basics to optimising their social presence. More than likely, your profiles will be the first thing new users look at to find out more information, and often dictate how your business, and you as an individual, appear in search results. 

Here, we breakdown the essential elements to maximising the potential of your social accounts, and why this is important for generating new business and creating a lasting impression…

  1. clear job title: How many times have you searched for someone’s profile, only to find the individual considers themselves to be a sales manager, commercial development director, project coordinator, and all of the above? May sound simple, but you’ll be surprised by the number of job titles people list as their current employment; therefore, to make life easier for all parties involved, just stick to one! Short, concise descriptions of your role within a company instead of laying out extensive, essay-style paragraphs will also help users and clients to stay engaged.
     
  2. Keep updating your accounts: Posting daily, or even multiple times a day, is crucial to sustaining a loyal following as well as how others will perceive both your company and your role. Granted – it’s tough work keeping on top of an average of four social accounts, nevertheless, as multiple marketing industry reports suggest, consistent use of social media can boost a company’s site SEO and allows instant communication with your clients. To share out the workload, why not create a weekly schedule where every member of your marketing team is responsible for a particular day of the week. 
     
  3. Select a professional image: I’m sure you’ve all heard this before, but your choice of profile image for both a personal and business account greatly impacts a client’s perception of you; and, with my recent experience of following up with leads after a networking event, some are still choosing to ignore this basic component. Don’t just leave it as a generic grey box; and definitely don’t upload a picture of you and your friends on a night out along the Magaluf strip – for a business, a logo image will allow clients to instantly find you among the other accounts with a similar name. For personal, stick with a simple yet professional, smiley and welcoming headshot.  
     
  4. Include ALL direct contact information: Don’t forget to include information on how people can get in touch with you. Include your preferred contact methods, such as phone, Skype, email, website,  The inclusion of both a professional and personal blog presents itself as a way of existing and potential clients to learn more about you. 
  1. Recommendations: If a social platform provides the opportunity (particularly LinkedIn) it’s a good idea to take full advantage of their ‘Recommendations’ feature. Don’t feel embarrassed to ask a bunch of your loyal clients and even some colleagues to write short recommendation paragraphs for you – but expect to give a little guidance on what they need to write, and be open to doing the same for them. 

Forums vs Expos – how to maximise your precious time out of the office…

With a majority of ‘expert’ advice on Expos being somewhat outdated or, like with many businesses, asserting too much emphasis on easy routes rather than methods that actually work, it’s no wonder people get frustrated and disconcerted when they are looking to effectively network and source new connections without it lessening quality time spent in the office.

Amplified by the dominant presence of social media quick fixes such as: setting up a LinkedIn profile; increasing your Twitter presence; scheduling a large number of email marketing campaigns; and collecting as many business cards as possible at industry events – are key solution in helping you to be astute in intelligently selecting what methods best suit you and your way of working.

Expos can also have a somewhat ‘lazy’ association to it: people picture the huge halls and countless stands as a way of picking up leads and justifying their time out of the office, but realistically a large percentage of exhibitors won’t be of necessary relevance, or the person you need to speak to has decided not to attend at the last minute.

So set aside any previous experiences you may have with networking and Expos, and garner some quality connections by attending one of our Forum Events. Our formula ensures that buyers can increase their knowledge of how, why and where to invest without hanging around waiting for the wrong supplier; as well as ensuring that all suppliers are provided with qualified leads and valuable business is made as a result.

Events relevant to you may include the Facilities Management Forum taking place on January 30-31, 2017. Contact the team today…