When considering social media and customer engagement there are a multitude of factors to consider, but in general the three most important things are sincerity, frequency & relevance.
We’ve already covered in past newsletters how important it is to make sure at least 80% of what you post online will add value to the lives of those reading your posts without directly selling them something. We’ve also covered how the majority of what you post needs to be relevant and applicable to your niche, while at the same time working to establish you as an expert in that niche. These are important things to remember with regards to posting and are almost equally important with regard to engagement of your customers and potential customers. Customer engagement is the bread and butter of online marketing these days and requires not only consistent participation from your customers/potential customers, but also, your consistent and sincere interaction with them.
THREE TOP CONSIDERATIONS IN ONLINE CUSTOMER ENGAGEMENT:
- SINCERITY – All things posted by you or your employees/representatives must be sincere. Not only does this make sense on a human and spiritual level (you are a spiritual entrepreneur after all), but also on a marketing level. The buying trends in the last few years have grown toward relationships involving trust and away from those which do not. This is why brands must actively, directly and sincerely engage with their customers. Not only must you establish yourself as a sincere and trustworthy expert to your current customers, but you must also do this with your potential ones. Statistics show that over 60% of buyers won’t buy without a testimonial from someone they trust and that number is steadily growing day by day. You have no choice but to build trust online – whether that be with current customers or potential ones – it’s a fate that you cannot escape if you wish to make it in business.
- FREQUENCY – In order to successfully reach and engage with your customers/potential customers, you must be there consistently communicating with them (notice I said WITH them not to them – engagement is a two way street). It is important to remember that with online marketing the market is expanded worldwide so you are reaching people on a global scale. This means that you must be aware of the fact that there are potential customers to reach 24/7. That said, I would suggest that you post to your FaceBook fanpage at least 4 times each day, that you blog at least 2 times per week (if not more), that you post to twitter at least 20-25 times each day, that you post/interact on a LinkedIn group at least 2 times weekly & that (if/when applicable) you post on YouTube a minimum of once monthly if not more. If that sounds a little overwhelming, don’t worry, there are a multitude of free tools you can use that will assist you in auto-posting so you can work, sleep and live while your social media is running in the background. I will likely post about those in the future, but if you’d like to set an appointment to go over some of these feel free to email me.
- RELEVANCE – We all have a plethora of interests and therefore it’s easy to want to share things about all of them. In online marketing, however, this is not a sensible thing to do. The key in your online forums is to have as targeted an audience as possible to increase your email lists and customers. This cannot be done if you post about random things every day that don’t relate to your particular niche. Keep that in mind when you are sharing links and updates or liking/favoriting things online. It is fine to post things that may be political or controversial if you are a spiritual entrepreneur, or to post products you use, books you read, articles you are interested in etc. – but just keep in mind that all these things need to fit into two categories: A – they must be relevant to your niche while providing something of value they can use & B – They must not compete with your business in any way.
These three points should help you in establishing your presence online, being consistent in your marketing focuses and processes & engaging customers in your target niche.
Good luck on your quest toward a smoothly running social media system for your business & be sure to let me know if you have any questions. Feel free to Fill in the form on the Contact Us page, or Email Me or even come to the Facebook Fan Page and ask questions/make comments.