Today, conversations with those you trust in your family or circle of friends or online is increasingly swaying purchase decisions. The customer journey will help dictate the type of conversations that you can encourage between your customer or consumer and your media assets.
When you’re looking for conversions from awareness and interest to evaluation and purchase or action there are two areas that may significantly influence this: web design and social media.
Web design should be simple and streamlined to enable your consumer or customer to easily identify what they like on the website or what they are looking for in under five seconds.
If your website takes too many touches to get to this point or it looks too cluttered, then your customers or consumers will move on to another website that is more simple and attractive to use.
Social media is instantaneous. Customers and consumers are increasingly turning to this medium as a first point for customer service, information, advice and to stay up-to-date. For this reason, it is imperative that online businesses use social media to connect with their customers. Providing great content, issuing press releases and/or launching new products using social media networks are all great ways to let your customers know what you're doing and when you’re doing it.
In addition to providing information about your customers or consumers, social media is great for listening to what others are talking about and recommending. This may help you develop new product or services.
Engaging with your customers or consumers on topics or ideas that are important to them is critical. It is recommended that that you craft your messages and information to followers or prospective customers and consumers in alignment with their interests and your brand or product. If you hear of something negative it is recommended that you respond quickly and appropriately to that feedback. During the customer journey this is important to increase customer loyalty and retention.
Always remember that even though social media is about community groups, you should always engage the customer or consumer within the network as an individual. If they mention you, respond to them appropriately to indicate that you are listening to them.
There are many tools available to help listen to and develop an understanding of your customers and consumers interests, attitudes and behaviours with your category or in relation to your product or service or brand.
Read the article on free social media monitoring tools by DreamGrow (in the related links section below).
Which of these tools do you find interesting and useful and would you consider using for your business’s market research activities? Explain why.
Post your thoughts to the comments area.
© RMIT University 2016