Social networks to (re-)win over your customers
Doesn't your CRM (Customer Relationship Management) programme rely on social networks? Yet that's where a huge amount of information circulates. An enormous potential for your company, both in terms of your sales approach and in terms of market opportunities. Find out more tips on using CRM in our dedicated section.
Social networks: a goldmine for getting to know your customers
Social networks: what's at stake and how should you 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-check information,
- extend 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 programme 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 behavioural data. This profiling qualifies each of your customer records. You can specify fields of particular interest to you, find out which pages are liked and which accounts are followed. This is all the information you need to segment your contact base and address each segment individually.
An intelligent database to personalise your actions
The advantage of SaaS customer relations solutions is that they are continuously synchronised. If a profile in your database, aka Customer Family, likes the page of one of your competitors, you are immediately notified. It's then up to you to take action... If you want to do everything you can to keep the person: why not send them an email with a nice promotion, for example?
Contextualise 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! What about a partnership? A co-branding operation could benefit both brands while meeting the expectations of your common target.
Personalise the customer experience
Targetting is used to target and personalise 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 a sports retailer, for example, plan to send a promotional mailing about fishing tackle only to interested contacts. On the other hand, send contextualised 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.
All too often, companies forget the second. They under-exploit their customer base. Why buy databases elsewhere when you haven't taken the time to analyse your own? The proportion of newsletter subscribers in your customer database can serve as an interesting indicator. With a minimum of targeting and qualification, you can personalise your actions and improve your coverage rate.
Put an end to the one-to-many approach and opt for customisation
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 needs to adapt. Be generalist for your prospects, specific for your customers. There's no point in sending a recruitment campaign to your "fans". Opt for more in-depth content, in line with what you know about them. The more your recipient feels unique, understood and valued, the more you'll win their support, loyalty and even attachment. Your sympathy capital grows at the same rate as your two conversion rates:
- conversion of your fans into customers
- conversion of occasional customers into loyal customers.
Social networks at the heart of your CRM
By combining an email campaign with an operation on social networks, you can increase the impact tenfold. Spread Family encourages you to do this and helps you deploy appropriate messages in a targeted way. In the form of turnkey scenarios, a number of webmarketing levers are available to you:
- sponsorship
- birthday offers
- fan rewards
- recognition of loyal customers
- reviving inactive customers, etc.
When your customers become ambassadors for your brand
Social networks can be deployed on a large scale and instantaneously. This is known as viral distribution. Incentive methods invite people to share and relay your content, in the form of competitions 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 are your best spokespeople.
Targeting is essential these days. 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 can help you do this by harnessing the power of social networks to support your sales strategy. Targeted marketing for greater impact.
Article translated from French