by _comunica2punto0

#marketing Improve Your Customer Engagement: 6 Email and Social Media Strategies

In Marketing on 30 marzo, 2017 at 21:36

Customer engagement is a business term that’s gained traction over the past few years. It has fed off of the need for personalization and real-time interaction has boomed for small and large businesses alike. However, knowing how to improve customer engagement is another thing completely. Traditional customer service channels are the logical first step when considering customer engagement. Yet, there are countless other ways to leverage your email and social media efforts to bolster engagement and win loyalty.

Consider these six customer engagement tips when planning your next email or social media campaigns. Your customers and your bottom line will thank you later!

Email marketing is a widely used channel for businesses of any size. For small businesses, though, email is a particularly effective engagement tool. Their smaller distribution lists make email easier to manage, while making personalization possible as many employees have relationships with clients. To take your customer engagement to the next level with email marketing, try the following tips:

Send welcome emails

What’s the first thing you do when a guest shows up on your door? Welcome them into your home, of course! The same should go for your email strategy. As soon as someone signs up for your newsletter or makes a purchase, send a welcome email. You can do them one better by sending a series of welcome emails. Why would you want to send multiple welcome emails? To show your customers the value of your business and the personal attention and dedication you provide to each customer. This multi-tiered approach gives customers a way to get to know your business and respond or ask questions.

An added benefit to your business is that recipients are more prone to engage with your call to actions (CTAs). By giving your readers useful information in the emails, they’re inclined to learn more and click through to your website. It’s a win-win.

Welcome emails set the stage for your customer relationship. By being a good host, you are establishing the foundation for a lasting relationship. Make it known that you want to hear from your customers. An easy way to do so is to use a personalized email account in the sender field; not a “do not reply” address. Putting a name behind your customer service humanizes your brand, which boosts engagement.

Thank them

In the same vein as welcoming your guests into your home, make sure you thank your customers. A small – but personalized – nod of thanks goes a long way in establishing customer loyalty, while enticing and encouraging customers to engage with your content. Send a thank you email for recent purchases or as a thank you for their loyalty, when applicable.

Acknowledging that your customers are choosing to do business with you means a lot and creates positive associations with your brand. Use this type of outreach to humanize your business and convey its mission and values through your tone of voice and accompanying imagery. Your customers will value a tailored and unexpected email that doesn’t require them to do anything but feel appreciated by your business.

Optimize for mobile

If we know one thing, it’s that people are using their mobile devices more and more. Optimizing your emails, from font size to image pixel ratio, is critical to customer engagement. If your email appears distorted on a mobile device, the reader is close it within a few seconds. However, when an email renders appropriately, it sends a message to your readers that you understand their email habits and want to make your communications as mobile-friendly as possible.

Optimizing for mobile sounds more technologically involved than it is. Try using a responsive design that automatically adapts to different screens. This means your email will look its best on desktop, smartphone, and tablets because the design caters to whatever device the reader is using. Keep your readers happy and engaged by adopting a mobile-first approach to email.

Convey value in subject lines

People’s inboxes are flooded with mail every single day. In order to stand out, and have people actually read your email, use persuasive subject lines. Subject lines draw attention and help people assess what’s worth their time. By communicating the value of the email in your subject line, it tells the reader what’s in it for them. To master your subject line savvy, channel what resonates with your audience and creatively work it into your subject line.

Before you do anything, assess what will resonate with your audience and then craft your subject line. Is your email all about top tips for organizing your kitchen? Or free Halloween cookie recipes? Whatever it may be, ensure those connection points are in the subject line. When people perceive value, they’re more likely to open, read, and click through your email.

While many of the aforementioned email best practices ring true for social media, there are two additional ways to boost customer engagement without adding significantly to your workload.

Pay attention to posting times

Social media is only effective if your posting times are aligned with your audience’s platform activity. Much like the famous quote, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” so go social posts. If no one is around to see your posts, do they have an impact? They might, but you’re certainly leaving a lot of engagement and interaction up for grabs.

Use your platform-specific analytics and insight tools to monitor when your audience is most active and tailor your posting schedule to those times. If new content is published when your followers are on the platform, they’re more likely to engage, comment, like, or share than when they see it hours or days after its original publish date. Integrate these specific times into your social media editorial calendar and social media marketing tool to develop posting consistency.

Real-time updates are more exciting for followers, as they want to be the first ‘like’ or comment or be the first to share an update within their network. Timing is everything for social media and paying attention to activity times will enhance your customer engagement.

Strive to evoke a reaction or a pique viewer’s curiosity

You may be thinking, “I already do that.” However, there are small additions or tweaks you can make to your posts that will make your engagement soar. Some ideas are to pose questions and solicit feedback from your audience. People love to participate in contests or polls, and even like to provide their insight or wish lists to brands they care about.

Beyond asking questions, play with emojis and weave them into your social media posts. When used correctly, people respond well to emojis, and posts with emojis generate more interaction and dialogue than text alone. Emojis are used between friends, and by adding them into your social strategy, your communications come off as warm, friendly, and authentic, which is the perfect recipe for customer engagement. Just make sure you know what the emoji means before putting it to your post so you send the right message to your followers.

Remember, customer engagement is all about communication and showing your clients that you care about them, their time, and their interests. Use your brand voice to attract and retain their attention, while sprinkling in outstanding images, creative text, and light-hearted emojis to really bring your business to life and build long-term loyalty.

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#marketing Using The SSK Model to Be More Productive

In Marketing on 30 marzo, 2017 at 20:06

How do you know when a project is succeeding?

What is your tool of choice when determining project status?

Here is a really simple tool to help you think about any project – whether it’s personal, for work, for community engagement, or anything else.

It’s not heavily scientific and that’s the beauty of it.

It’s The SSK Model.

Where SSK = Stop Start Keep

Putting SSK to Work

The SSK Model is a tool can that be used for personal and business decisions.

Think about the last time you were considering a state or fate of a project.

Imagine applying this very simple model of Stop, Start, Keep.

  • What should you Stop doing?
  • What should you Start doing?
  • What should you Keep doing?

Would using this model have made it possible to make decisions about the project faster and more objectively? Would you have been able to pull others into the decision process for a quick assessment? I’m guessing the answers to both of these question is the same.

That’s the beauty of The SSK Model.

It’s easy to ask the people working on the project – whether they are at the top, middle or bottom of the organization. You can get candid and hopefully unvarnished opinions. Based on the replies you may want to dig in deeper to understand the issues. But, there may be times that it becomes so obvious that no additional conversation is needed. This will be true for all three elements of The SSK Model.

On a Personal Level

Think about anything, anything at all, that you are doing. You can apply The SSK Model to it. Then you can evaluate your gut feel responses against your bigger picture plans. If they are lining up and living up to your bigger picture plans Keep doing them. If you are missing something that should be added … Start doing it. And, if you find something isn’t aligning or providing the value you expected … Stop doing that.

On a Professional Level

Organizations can be a bit more challenging. You may find that you are working on things that you don’t personally align to, but they might be part of the job or project. You may also need to meet regulatory requirements which logically cannot be stopped (or at least shouldn’t be). However, there are always things that can be improved.

Using The SSK Model can provide a quick thumbnail assessment from many people across the organization – including customers and partners – that are working on or otherwise involved in something. It’s a very easy set of questions to ask. And, as noted above some responses will be so obvious that no additional discussion is needed.

Using The SSK Model

Whether you are thinking about things for your own goals, working with a mentor, or evaluating projects at work or within your community you can use The SSK Model to seek quick, thumbnail assessments that may lead to deeper conversations and more complex decision making processes. This is a good thing.

Don’t let The SSK Model throw you off. Use it to build your skills and stand out in your career.

For example, if a peer, mentor, manager, customer, or partner gives you feedback that you should Stop, Start or Keep doing something … Listen to them.

Then, do you own SSK assessment to think about what they said, but do take their SSK thoughts into consideration.

  • Start – If someone suggests you Start doing something that scares you … use their suggestion and their confidence to push yourself.
  • Stop – If someone says you should Stop doing something … believe them. You may want to ask why, and you probably should … unless it’s so obvious there is no need to. But, if you do ask why … be open to the conversation. Don’t be defensive. Listen objectively and decide for yourself.
  • Keep – If someone says you should Keep doing something … Use that to think about next steps. Do you agree? If yes, Keep doing it. If no, think about what else could be a better use of your time and skills.

The SSK Model is just a tool. It’s a quick way to think about a project or task that you are working on or otherwise involved. The SSK Model is also a great way to solicit feedback in a way that allows people to provide candid, objective guidance.

Use the responses to make the project better. Use the responses to grow your skills and improve your ability to objectively evaluate your own plans for your career. Also, use The SSK Model to take on a leadership role in something you are working on … even if you aren’t running the project The SSK Model can be used as a tool by everyone involved to quickly provide feedback.

What will you Stop, Start and Keep doing today?

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#marketing Chilenas online: funcionales y líderes – Carolina Livacic

In Marketing on 30 marzo, 2017 at 19:46
Carolina Livacic Client Service Manager Kantar TNS

Chilenas online: funcionales y líderes – Carolina Livacic

El comportamiento de las personas a través del uso y manejo de sus redes sociales, demuestra las características y personalidades que tienen a la hora de buscar y generar contenido en el mundo virtual. A diferencia de cualquier sistema social en la historia, las redes sociales se han mostrado inclusivas desde sus inicios, en cuanto a lo que a género respecta.

A partir de esto, el estudio ‘Connected Life’ de Kantar TNS, nos muestra que la gran mayoría de las chilenas (91%) pasa en promedio 2,4 horas diarias conectadas a sus smartphones, lo que posiciona a este canal de información como uno de los principales en cuanto a generación y recepción de información.

En este sentido, vemos que hoy el mundo femenino posee una fuerte presencia en redes sociales, lo cual también entrega una mayor capacidad de decisión a la hora de, por ejemplo, realizar compras y ventas en el mundo virtual, de entregar opiniones, de informarse, y de gestionar diversas tareas.

En Chile, el 52% de la población total del país son mujeres según la estimación del último Censo Nacional. Por lo mismo es que se ha vuelto tan interesante evaluar el comportamiento digital que éstas tienen, tanto para las empresas como para los diferentes centros de estudios sociales.

De acuerdo a la segmentación que realiza Connected Life, un 36% de las chilenas corresponde a un grupo de personas denominadas “funcionales”. Su principal característica es usar Internet casi exclusivamente para lo que realmente es necesario, están menos involucradas en las redes sociales, y comparten poco de sus vidas en ellas.

Por otro lado, el estudio encuentra un gran segundo grupo de mujeres, con un 32%, a las cuales denomina “líderes”. Prácticamente un tercio de las chilenas utilizan Internet y las redes sociales como canales de comunicación para expresar sus ideas, pero principalmente, las usan para influir a otros.

Hoy en día, los diferentes mercados a nivel mundial ven en la mujer chilena un desafío especial para la venta de sus productos y servicios debido a su personalidad independiente y funcional; y es por esto que debemos conocer sus reales necesidades tanto para la creación de nuevos formatos de venta como en la forma en que ofrecemos los productos a un público objetivo que hoy es más exigente y crítico que en años anteriores.

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