Social isn’t just a new way of marketing, it is a new way of doing business. It is really about direct marketing examples, isn’t it?
The key to encouraging more customer advocacy on social media is to make your fans feel like they matter. That they are special. Whether you have 1,000 or 10,000 fans, each one should feel special.
A simple way to take a personal approach on a daily basis is to sign off on posts and comments with your name.
Another method is to literally personalize your product or service for targeted customers.
Innovative brands are leading the way in defining the next generation of customer experience with e-commerce personalization.
They are delivering more accurate, relevant, and personalized touchpoints both in store and online.
These companies are incorporating retail fundamentals like optimizing customer interactions over mobile devices. They are building brand loyalty by giving each customer a voice. They are also creating unique customer experiences as part of a customized journey to increase engagement.
Direct marketing examples … consumers favor personalization
In a study from the Journal of Applied Social Psychology, researchers were able to increase the average tips that waiters received by over 23%, without significantly changing their service. Interesting, yes?
This was accomplished by having waiter’s follow-up with a second set of mints after they brought customers their check.
Waiters that brought mints but didn’t follow-up received an average of 7% less in their tips.
And from a different perspective, it pays to remember customers’ names and other important information. It turns out that people are more attentive and interested when they hear their names. When working on building relationships, use names when appropriate.
Related post: An Update to Starbucks Creative Ideas and Innovation
Few sounds are as pleasant as hearing our own names. And likewise, nothing makes us feel less loved quite like a post-purchase email from ‘DO NOT REPLY’.
To help you navigate your way out of generic marketing messages, we’ve mapped out 10 simple tips. These will get you started on your journey to deep personalization:
Set examples
When you personalize your fans’ experience, it boosts their trust and loyalty. It also gives them a chance to take full ownership of and share the experience with their network.
A perfect example is where Hertz gave customers the chance to send personalized get well notes on soup cams to ailing friends. A great way to set and encourage good deeds.
Types of direct marketing … surprise customers
Add to your customers’ experience on social media by finding ways to create surprise and intrigue.
One option is to surprise fans with a random act of kindness. For example, reward your community with a discount code when you reach 20,000 fans.
Also, send fans who go above and beyond in adding value to your company, product or service a handwritten note and gift.
When a young fan submitted a dragon drawing to Samsung to impress the brand, the company replied back with a great drawing of a kangaroo on a unicycle. It also took things one step further.
Samsung sent the fan a Samsung phone, which included a case customized with the dragon drawing. Now that’s what you call a surprise!
You can always find unique ways to surprise customers. For example companies can send fans a surprise on special occasions. These occasions include after their first purchase, the one-year anniversary of their first purchase, their birthday or on seasonal holidays.
Surprises are a great way to build word-of-mouth marketing. They also encourage brand advocacy, because fans who get a treat are likely to share the experience with their network.
Direct marketing strategies … follow up with fans
Many companies offer great customer support on social media. They respond to comments in a timely manner and ensure all customer questions have been answered.
However, this is only half of the equation. To build long-term relationships with your fans, follow up. As an example, ask your fans how they’re doing since your last contact.
Follow up with fans who commented on a recent blog post, posted on your wall or sent you a message. Also, send follow-up messages to those who previously inquired about your product or service.
Following up lets your customers know you’re still interested and value their time. It also demonstrates that your company is reliable and genuinely cares about their happiness.
Put fun into everything |
It’s hard to list all of the fun stuff going on at Thomas Foolery, but here are a few gems. If you order in an angry voice during “Angry Hour,” they’ll take a dollar off your order.
They put stop watches in the restrooms. If you perform 30 seconds of Beyonce’s “Single Ladies,” they’ll give you a Ring Pop. You can also make your own cocktail with a kit that includes mini-bottles, specialty soda, and candy.
Each one of these is a photo op, a word of mouth opportunity, and a reason to tell someone about Thomas Foolery. And none of them are that expensive or difficult to pull off.
Tell the stories everyone else is missing
Thousands of people a day come and go at any given deli or corner shop in New York. And for most customers, even if they shop there every day, it’s about getting in and getting out as fast as possible.
What most people don’t think about is that behind the counter is someone with a really interesting story. So Deli sought to tell those stories in short, illustrated interviews with owners of delicatessens across New York. They also print small, customized books and stickers for each one.
Interesting ideas and stories are all around you. Instead of fighting for attention with content that’s already covered to death, go for the stories no one else is telling.
Cultivate trust
Trust takes a long time to acquire, but only a matter of seconds to lose. The easiest way to maintain the trust of your community is to keep your promises.
If you tell fans you’ll respond to their messages by 2pm, then make sure you respond no later than 2pm. If your promotion ends on December 10, keep the promotion going until that date.
If you do make a mistake or end up with a social media crisis, the first thing you should do is own up. Admit to mistakes and take action to resolve the situation.
This transparency lets your fans and customers know what happened and what you’re doing to fix it. As a result, customers’ trust in your company should remain intact.
You work so hard to acquire the trust of your fans and customers on social media. Do whatever you can to keep it.
Make it more interactive |
A quick glance is typically the most interaction recruiters and hiring managers give resumes. And with more applications submitted digitally, they’ll probably never even touch it.
But one designer got his portfolio into potential employers’ hands by making it the “World’s Tiniest Portfolio.”
His postage-stamp-sized portfolio included minimalist graphic designs to represent his best work with a short description and a magnifying glass included.
It forced companies to hold it in their hands and take time with each page. They also had to pay close attention to the details.
Consumer personalization examples … share your values
A study published by the Harvard Business Review surveyed over 7,000 consumers. They found that of those who had a strong relationship with the brand, 64% had said the number-one reason was shared values.
Fans on social media tend to be more loyal to a company that shares their beliefs. They share updates not only around your products or services, but also posts that exemplify your core values..
Toyota supports non-profits with their “Cars for Good” campaign. People voted and the top 100 non-profits were all awarded with a Toyota car or truck.
If your company has a strong view on a particular topic or issue, share it with your community. This does not have to be limited to issues within your niche.
When your fans and customers relate to your core values, they’re more likely to stay loyal to your company and cause.
The bottom line
It is amazing how many ways there are to personalize customer engagement, aren’t there? They are everywhere all around us.
What is keeping you from putting them to work for your business?