Hmmm, putting you on the spot with this one, are we?
If this is a question you have never asked yourself before, you are not alone. The term “agility” is not generally at the top of the agenda when marketing teams sit down to meet. But we are here to explain why your marketing plan should, in fact, be agile. We will also provide you with information on how to incorporate agility into your existing brand strategy, as well as highlight key benefits of doing so.
Why do marketing strategies need to be agile?
When we talk about agility, we are referring to the adaptability and responsiveness of your marketing activities, content and execution infrastructure. Historically, agility was not a significant factor as marketing was predominantly done using traditional media and methods. This typically entailed one-way communication sent from brand to audience, and content was generally passively consumed.
However, in the current business landscape, being agile is of paramount importance. Consumer use of digital methods – social media in particular – is ever increasing. This means that customer commentary (both positive and negative) is mass and even globally communicated in an instant.
But what does this have to do with your brand?
Well, if you do not have the ability to react or respond at the same speed and with the same level of reach as the general public, you are at a serious disadvantage. Whether in reply to customer demands, taking advantage of a market opportunity, or damage control in terms of negative publicity, agility is required. In fact, in serious cases, being agile could even mean averting potential legal action.
Ok so now that we have emphasised the importance of agility, how do you get your marketing activities to meet these criteria?
The key is to use the very same platform that consumers do – namely social media. And doing so does not mean you have to throw out your current marketing plan. While social media can be used as your sole marketing medium, you can also incorporate it into your existing strategy as part of an integrated solution.
Social Media as an Agile Solution
While plans and objectives differ from business to business, certain key aspects should underpin all agile strategies. Including these factors not only improves marketing activities, but positively impacts the brand as a whole.
Below is a list of a few core features that are characteristic of an agile approach. We explain the importance of each element and demonstrate how social media is ideally suited to support it:
A fundamental factor of agility is the ability to adapt. The need to adapt could arise due to changing organisational, consumer or industry requirements. Such changes may range from relatively small adjustments (like correcting a minor error), to major amendments – such as alternate messaging due to a serious matter (e.g. due to public concern or negative feedback).
Social media marketing, by nature, is highly adaptable. Strategies, while planned and structured, are not set in stone. Instead, messaging is flexible and can be adapted to suit changing needs as they arise. As content is digital-based, changes can be done at little or no cost. This is in contrast with traditional alternatives such as printed promotional material, which incur high costs and wastage if content needs to be adjusted.
The level of control offered by social media is not just limited to content, targeting can also be adjusted. For example, when it comes to Facebook, you are able to change the audience target criteria while a campaign is ongoing. This allows you to speak to different demographics and monitor the results.
Brands need to be responsive to consumers at all times. Although general queries form part of customer service, marketing activities also need to be client-centric. This means developing content in response to preferences and needs as communicated by clients.
The interactive nature of social media supports this function excellently. Client engagement behaviour such as comments, shares and likes indicate how the audience receives each post. By using this insight, the marketing team is able to post more of what the audience wants, thus increasing customer satisfaction. Also, poor engagement rates or negative feedback on certain posts indicate that such content should not be repeated, or there needs to be an alternate approach by marketers.
In the unfortunate and undesirable situation of public backlash or outcry as a result of brand communication, the brand needs to respond quickly and in a manner that diffuses the situation (as opposed to leading to further criticism). It is important to craft the correct response before publishing it – if needed, legal or public relations experts should be consulted.
Rapid Turn-Around Time
Responsiveness and adaptability are only efficient if done with relatively speed. In order to be agile, marketing activities need to have a quick turn-around time.
In comparison to other marketing methods, social media has one of the fastest turn-around times. You can eliminate certain components such as third-party printing companies, or publisher/broadcaster timelines. Posting a message, removing a post or amending an existing one can be done quite quickly when the need arises. As mentioned above, in the case of a sensitive issue or public matter, do not compromise quality for speed of response – always ensure that the best possible response is delivered.
A rapid turn-around time is also especially valuable when it comes to maximising market opportunities. For example, let’s say an area is hit by a sudden hailstorm. A vehicle bodyshop/panelbeater could send out a post that targets people from that area – possibly offering a booking special. This is an example of using agility to make the most of an opportunity through social media.
Agile marketing techniques prioritise factual data as opposed to estimations and assumptions. Most traditional marketing options do not provide accurate statistical information, nor do they support cost-effective market testing.
Social media platforms, on the other hand, offer a wealth of accurate data metrics. This includes not only information on market and consumer behaviour, but also the results of each marketing activity. You are able to run A/B testing via the platform in order to improve future results. Effective use of measurement and reporting tools means that you are able to constantly improve the success rates of marketing activities. Thus not only do you get a higher return on marketing investment, but you also use your marketing budget efficiently.
Goals of agile marketing strategies include a high level of responsiveness in terms of both rate and speed, being adaptable to changing internal or external needs, having a rapid turn-around time and achieving higher success rates when it comes to marketing activities. The technique of crafting content based on audience response is likely to improve customer sentiment, promote brand loyalty and even lead to word-of-mouth marketing.
Social media platforms have the capability to support all these requirements and much, much more. Be proactive and incorporate agility into your brand’s marketing plan – preparation and planning are key to successfully navigating through what may lie in the future.
LinkedIn is a social network specifically tailored for business professionals. It is a brilliant platform to use for networking within your industry, enabling you to connect directly with decision-makers and allowing you to bolster your professional brand. In the last few months, LinkedIn has included some exciting updates like the ability to upload video directly onto the platform.
As a business owner and professional, the platform is, however, saturated with recruiters looking to head hunt professionals as well as sales people hoping to sell you their products which makes the landscape difficult to navigate and convince your ideal prospects to speak to you.
And now for the ugly… and this does exist on LinkedIn. There are a number of fake profiles who harvest people’s personal information, like your email address, and use this to send out spam and phishing emails. So be aware, any email that lands in your inbox which seems out of sorts or suspicious, especially when being asked to download or click on something, rather ignore.
There are two ways to present yourself on LinkedIn. The first is through your personal profile and the second is through your business profile. These are both important to have properly set up and serve different purposes. Think of your LinkedIn profiles as your shop window. People are bustling down the street or in this case through the platform where you want to attract them into your store, or onto your profile. With this in mind, it is vital to have a clear, strong brand shown on your profile, whether your own brand or that of your business.
The difference between business and personal LinkedIn profiles
Followers vs. Connections
Business Profiles allow your business to gain followers of people who want to see latest updates, information and insights from your business. Personal profiles allow you to connect with other individuals where you are able to view their latest updates and them yours. You can also comment, share and like their posts which will then be shared in your network’s timeline when they are next online.
Paid Advertising vs. Free
Business profiles allow you to promote your content through paid advertising where you can target specific companies or job titles you want to reach. LinkedIn is one of the more expensive social media paid promotion options, however they do offer specific targeting as mentioned above which can be used should speaking to specific decision-makers be your objective. Personal profiles can be used for free where you can upgrade your profile by subscribing to LinkedIn for more access options depending if you want to InMail people outside of your network or post job vacancies.
Business profiles allow you to update images, videos and text posts up to 1000 characters where Personal profiles allow you to update images, videos and articles which can be shared to your Business profile.
Commenting vs. Sharing
Business profiles allow you to post updates and include links from other pages or websites however you cannot post or comment on other people’s posts via your business page. You are able to respond as your business to comments on the content posted on your business page. Personal profiles allow you to comment, like and share both Business and Personal page’s content as well as respond in your personal capacity to comments on your own posts.
Business profiles allow you to view reach, impressions and engagement for both paid and organic posts as well as track likes, comments, share and followers. On your Personal profile you are able to see data on profile views, article views and search appearances.
Optimising your LinkedIn Business Profile
Ensure to set up your business profile to include the following things:
Profile picture of your company logo. Clean and simple so that it is easily displayed. The profile picture on a business page is much like the profile picture on a personal page. It is the main identifier of the page and so you want to ensure your company brand is well distinguished.
Background image… this is your online billboard and should represent a strong call-to-action of your business. Whether that be your website address or contact number, it must be clear what the user needs to do when they come across your business page.
Populate the company about section, giving people more information about what you do, how you can benefit them and where to contact you.
Optimising your LinkedIn Personal Profile
Ensure to include these when setting up your personal profile:
Keep in mind that this is where you want to put your best foot forward. In a lot of cases loads of time and other investments are put into fine tuning your company logo, tone of voice, brand identity, look and feel, product range, etc. All these elements also need to be considered when populating your personal profile.
Firstly, have your actual name populated so people can find you. Or at least the name that is included on your business cards, on your website, etc. The name people know you by. This is to make sure that people can find you and know who you are.
Then you would need to include your title. Now there is a lot of talk around including here what you can do for people, like in my case “I help people use LinkedIn effectively.” Personally, I’m not a fan of this because when I get a connection request from someone who uses this strategy in their title, I usually check these via my smart phone. What happens is, the title is shortened to fit on mobile so all I see is “I help people….” Which means you are pretty much doing the same thing as every other person using this tactic. Personally, I prefer that you include your actual title. What do you do so that I know immediately why you are contacting me or whether I should connect with you.
Ensure to have a profile picture which clearly shows your face. I know most people opt for a more professional looking photo on LinkedIn of them in a suit, however I am not opposed to using a photo which represents you and your personality. Do keep in mind this should still be a clear and professional headshot, not a photo of you jet skiing or lying in bed, nor your company logo – I want to see who you are.
Your background image is still your online billboard. If you are well linked to your business in other words, the MD or a Director, this can be used to showcase what you want people to do regarding your professional link to your business. That could be your company website address, your contact number, that you offer a complimentary assessment, are hosting a summit, etc. Use this advertising space as effectively as possible. If you are more focused on building your personal brand, ensure to include information about you that you want people to know. Your social media handles on other platforms, your blog site address, that you are a world-renowned athlete or top business mentor in your field.
When populating your about section, you have roughly two lines before someone has to click “read more” so make sure you get to the point on what you want people to know about you within those first two lines.
I would then recommend to populate your work history as best as possible, but also be discerning as to whether you would rather only update this from a certain point showing a timeline to bring you to the position you are in currently. What this means is doing a little bit of window dressing. Now I am not saying lie on your profile, but unless you are actively searching for a new job, it is best to put your best foot forward so that you can position yourself as a thought leader in your industry. In other words, if you flipped burger patties in college to pay for your tuition, it is not necessary to include this work experience. Rather just populate the degree you earned while at college. Your CV will cover all your work experience in detail which you will send out upon request and when you are in the job market.
How to Win on LinkedIn
So now the meat and the juice of how to use LinkedIn effectively. Your business and personal profiles will work symbiotically to drive positioning and thought leadership. The worst thing you can do is constantly talk about what you have to offer, in other words sell. Sending unsolicited and generic or blanket inMails telling people what you do quickly become redundant. Effectively, you want people to inMail you asking for your services. Here are my top tips to drive and populate your LinkedIn sales funnel.
Firstly, provide value. Update interesting articles on your personal page sharing industry insight, interesting tips or how-to’s. Now I know everyone is going to come at me saying that they don’t want to share their IP publicly because their competitors will scoop up this information and have an advantage. In response to this, don’t post your secret sauce, but there must be things that are pretty common knowledge in your industry amongst you and your competitors that your clients and potential clients may not know but would find of value or interesting. These are the insights I am referring to, like in this case I am willing to share with you how to win on LinkedIn with a few tips to improve your client experience when engaging with you and your company on social media, however I won’t share our secret sauce on paid advertising and targeting.
Also, you can share a link from your article posted on your personal page on your business page. Unfortunately for now, LinkedIn doesn’t offer the option to post articles on business pages but this is a nice work around.
With that in mind, keep your business page populated with interesting posts, ideas and offers of value to drive traffic to your website or to get in touch with you. You can then also share these posts onto your personal profile as it is more likely that you will have more connections on your personal profile than followers on your business page.
Secondly, make sure you engage with others on LinkedIn. From your personal capacity, like and comment on other people’s posts in your timeline. Share your views and opinions, politely – don’t get into heated discussions and please avoid posting or commenting on anything religious, political or sexual in nature. Use these comments to position yourself as a thought leader, the go-to in your industry.
On that note, if you get a seemingly negative comment on your post, don’t engage! Don’t feed the trolls. They are there and giving commentary in the hopes to illicit a response so don’t give it to them. They will quickly realise they get no kicks from you and move on to other unsuspecting prey.
Be discerning on who you connect with. This is not about not connecting with someone you don’t know, but if you get a connection request, have a look through their profile to get an idea of who they are and what they do to see whether there is value in you connecting, be that a client, supplier, referral, etc. The same goes when connecting with people. Rather choose to connect with people who are relevant to you and your industry as they are likely to post content that speaks to you, providing you with more opportunities to comment on their posts and show you to be a thought leader.
If you found this interesting and of value, I urge you to implement these changes to see what impact these tips could make to your personal and business pages on LinkedIn. We also offer more in-depth workshops regarding personal branding to really bolster your online persona as well as assist businesses with full-scope branding strategies for LinkedIn.
Please feel free to be in touch, should you want to talk more on this.
Disruptive marketing refers to communication that is considered intrusive by the recipient.
These are generally outbound mass marketing messages, usually with a hard-sell approach. Traditional forms of interruptive promotional activities include unsolicited sales calls, print marketing and even billboards. Online pop-up ads, push-messages and spammy emails are digital methods that cause disruption.
Intrusive and Interruptive
Marketing Does Not Work
Well, for starters, it’s annoying. No one wants to be interrupted by an unwanted and/or irrelevant message. Think about the fact that movies on paid television channels are ad-free, or that web browsers have ad-blocker settings. Some businesses, however, still disregard this trend and continue to use push-marketing tactics. These type of “force-feeding” practices are not well received by consumers who feel that the brand does not respect their time or preferences as an individual.
Customer needs and desires have also changed over the years. More so with the emergence of increasingly demanding consumer segments (such as Millennials), as well as the growing use of digital platforms by clients. These evolved audiences have little tolerance for self-absorbed interruptive brand messaging. An irrelevant or unwanted advertisement will be ignored and the marketer regarded with disdain. And once this negative view is established, it is very difficult to connect with such a client in the future as they become unresponsive to any further communication sent by the brand.
In addition to customer behaviour, mass marketing is not good for business. Media ad space is expensive, yet does not provide factual data in terms of returns. Untargeted messaging is not an effective use of resources due to excessive wastage. And with ad-blocking device and app functions on the rise, an increasing percentage of “push” communication messages will not even be seen by the intended recipients.
Alternative Solution to Disruptive Marketing
The essence of successful marketing lies in ensuring customer expectations are met. Social media is an ideal way to communicate with consumers in a non-intrusive and client-based manner. It allows you to connect to your audience, as opposed to just pushing promotional material onto them.
Social media is considered a permission-based form of marketing as clients can choose to opt in for more communication by liking or following a page. Engaging and interesting content that is targeted to a relevant audience leads to them choosing to continue receiving messaging from the brand. Quality page posts that add value (for example: articles, tips and guides) pulls consumers in promotes positive customer sentiment. Once users see that the business is client-focused and useful, they are significantly more open to brand marketing messages related to products or services.
Users are also able to discover a brand’s page through search engines. This generates inbound audiences that have an existing interest in the business’s offering. The interactive nature and two-way communication channels offered by social media further assist in allowing inbound communication from client to business. Also, the business’s page contains a history of brand activities including value-adds and information. This is a form of storytelling that lets new or inbound audiences see the “bigger picture” and get a sense of overall brand identity. And I’m sure you will agree that it is highly more effective than a traditional broadcast ad or print ad viewed in isolation.
From a business perspective, social media returns far outweigh other forms of mass marketing. As audiences can be targeted for maximum relevance, investment is efficiently used. Targeting is especially significant for brands with a niche market or a business-to-business model as it provides a viable way to reach specific clients without having high wastage typical of traditional methods. Reports provide measurable data so that you know what you are paying for.
Quite frankly, in the current market climate driven by client needs, there is no room for business-centric hard-sell approaches characteristic of disruptive promotional messages. Communication has to be focused on meeting customer demands in order for brand marketing to succeed. Social media supports the entire client journey, creating a platform to attract and retain customers. It also delivers positive results through effective, objective-based planning of activities. Invest in your social media presence and compare the results – we are confident that you will be pleased at the outcome.
We would love to chat you to about your business requirements over a cup of coffee.
CLICK HERE to contact Social Media 101 – we look forward to meeting you.
In an explosive revelation this week, data firm Cambridge Analytica has been accused of using personal information collected from 50 million Facebook users without their consent. It is alleged that the London-based company used the data to sway public sentiment in support of their political and social agendas.
Two of the most significant of these events are the election of US President Donald Trump and the Brexit vote regarding Britain exiting the European Union.
Unauthorised data acquisition & sharing
How was the user data originally acquired?
In 2013, a Cambridge psychology researcher called Aleksandr Kogan created a personality quiz app for Facebook. Users who signed up were paid to participate by taking the online psychological test.
However, the app not only gathered information from the 270 000 users that installed it, but also accessed and acquired the data of the participants’ Facebook friends without user knowledge or consent.
How did Cambridge Analytica get the data?
Kogan allegedly supplied the collective information to Cambridge Analytica, in violation of Facebook policies. In addition to the unauthorised gathering and misuse of data being unethical, such acts are illegal in many countries.
What was Facebook’s reaction to the unauthorised use of data?
Once Facebook was made aware of the unauthorised acquisition, transference and use of the data, they took action against the offending parties. Kogan’s app was immediately banned from the platform. He was ordered to delete all records of the data – including those sent to third-party entities such as Cambridge Analytica – and furnish proof of the data destruction. Facebook received formal certifications from both Kogan and Cambridge Analytica confirming that all collected information was destroyed. They also changed the platform to limit further unauthorised access to data.
Cambridge Analytica Scandal:
Unethical misuse of data
What was Facebook’s response to the revelation of data misuse by Cambridge Analytica?
Facebook has come under sever fire for the unauthorised use of the user data obtained via their platform. Their initial response was defensive, with one senior executive stating that “no systems were infiltrated, no passwords stolen or hacked”. Facebook claimed that the improper use of data did not constitute a “breach” on their part. They asserted that they were deceived by both Kogan and Cambridge Analytica (recent events indicating that despite the certifications given to Facebook by these parties, the data had not been deleted).
However, CEO Mark Zuckerberg later admitted that not investigating further in 2015 was a mistake, one that he deeply regrets. Holding himself accountable to the platform users, he said:
“I started Facebook, and at the end of the day I’m responsible for what happens on our platform. I’m serious about doing what it takes to protect our community. While this specific issue involving Cambridge Analytica should no longer happen with new apps today, that doesn’t change what happened in the past. We will learn from this experience to secure our platform further and make our community safer for everyone going forward.”
Full statement by Mark Zuckerberg:
I want to share an update on the Cambridge Analytica situation — including the steps we've already taken and our next…
What steps are being taken by Facebook to ensure the security of user data?
Facebook has outlined a multi-faceted approach to user data security that includes: limiting data access, auditing and managing developer activity, protecting data misuse by third-parties and promoting increased user management of apps.
Some of the initial adjustments by Facebook are listed below, with the social media giant expected to reveal addition changes over the next few weeks.Current measures being taken by the Facebook team include:
Auditing and review:
Review of apps that had access to data prior to the 2014 platform change (which restricted access to data)
Conducting of thorough audits of all apps and services that have access to user data
Banning of any party displaying irregular or questionable activity
Banning of any developer that does not agree to an audit
Should apps be banned due to misuse of data or policy non-compliance, all users of that app will be notified accordingly
Encouraging users to report inappropriate or prohibited use of data by developers by rewarding people who identify such behaviour
Restricted access to data:
The scope of access to data in general by developers will be restricted to protect users.
Login data will be limited to name, profile photo and email address
App sign in information will be limited to name, profile photo and email address
Developers will have to get a signed contract from users in order to access their posts or private data
Any additional information required by developers will be subject to Facebook and/or user approval
Increased user protection and control:
Apps that have not been used for 3 months will be deactivated from account
Users will be notified about any suspicious activity observed relating to apps they use
The existing app permission tool will be moved from the privacy setting to the News Feed area for ease of access and use
Users will be shown how to check which apps have access to their data, as well as view the permissions settings of each app
Users will be shown how to manage apps, including setting such as permission changes and revoking of access
App management services will be improved for enhanced user experience
As the saga continues to unfold…
Investigations by various entities including the US Congress and the European Parliament are underway. Cambridge Analytica deny all allegations of wrong-doing, saying they are willing to undergo a forensic audit. Nonetheless, CEO Alexander Nix has been suspended pending the outcomes of the probes. And the man at the heart of the scandal, Aleksandr Kogan, says Facebook is to blame.
Despite Zuckerberg vowing to take corrective action aimed at preventing such data loss in the future, he did not escape unscathed. The Facebook founder may have to provide the US Congress with testimony relating to the security of user data on the platform.
Regardless of what the ultimate findings of the investigations will be, the sheer magnitude of this scandal is expected to impact policies governing user data security on a global level. And due to the uncertainty of the current situation, the resulting effect on businesses is, at present, a matter of speculation.
LEADING WOMEN SUMMIT CELEBRATES INTERNATIONAL WOMEN’S DAY WITH SOUTH AFRICA’S MOST INFLUENTIAL WOMEN
The third FORBES WOMAN AFRICA Leading Women Summit powered by MTN Business welcomes notable 2018 speakers Advocate Thuli Madonsela, Dr Rolene Strauss and Vivian Onano to the line-up.
Johannesburg, March 6th 2018: The third annual FORBES WOMAN AFRICA Leading Women Summit (LWS) powered by MTN Business will take place on Thursday March 8th in Rosebank, Johannesburg to celebrate UN International Women’s Day with 120 of South Africa’s most influential women in attendance. This year’s summit is themed: ‘The Trillion Dollar Female Economy’.
“The Leading Women Summit effectively encapsulates all that FORBES WOMAN AFRICA stands for: feisty fearless women for who success is but a small step towards creating a world where jobs and opportunities exist for everyone; women whose collective might drives business in Africa,” says editor of Forbes Woman Africa, Methil Renuka.
Advocate Thuli Madonsela, Dr Rolene Strauss and Vivian Onano are just some of the top-tier contributors on the day, including a panel discussion with C-Suite executives on the role of women in leadership. Additionally, an all-female economists panel will be unpacking the economic outlook for South Africa in 2018 and the role women have to play in growing the economy. The March 2018 FORBES WOMAN AFRICA cover will be the focus of a conversation with editor, Methil Renuka.
“Following last year’s successful all-day event, this FORBES WOMAN AFRICA gathering has become the definitive International Women’s Day event in South Africa,” says Roberta Naicker, Managing Director for the ABN group of companies. “Since the maiden event in 2016, the event has grown in demand and stature with an extensive waiting list for people to attend this invitation-only summit”, says Naicker. “This event is not your typical women empowerment event as we focus more on sharing the successes of our fellow woman across Africa and across the globe. We are not only creating a premium network of individuals in a room, but also highlighting those women who are an inspiration to their peers and a younger generation.”
MTN Business South Africa has supported the event since inception, and has helped grow the event into a formidable one in the month of March for International Women’s Day.
Says Jacqui O’Sullivan, Executive for Corporate Affairs at MTN South Africa: “As an organisation that is committed to celebrating, enabling and empowering women, we view ourselves as more than an enabler of the ICT sector. We see it as our responsibility to create brighter lives by unlocking the potential of women across sectors and within the communities we serve. Sponsoring the Summit is an important step on this journey.”
The event welcomes the IDC as an event contributor; strategic partners, PPC and Thomson Reuters as well as Social Media 101, our social media event partner to the 2018 FORBES WOMAN AFRICA Leading Women Summit.
The 2018 FORBES WOMAN AFRICA Leading Women Summit is attended by high-profile women within their respected fields of influence. For those who won’t be able to make it into the room, select parts of the event will be streamed live via social media to a larger global audience.
The event is proudly executed by ABN Event Productions.
To stay up to date with the latest information, follow the FORBES WOMAN AFRICA Leading Women Summit Twitter account: @LWSummit or the official #LWS2018 hashtag and website: www.leadingwomensummit.co.za
It’s surprising how many companies out there have not yet adapted to changing client and market conditions, and are subsequently damaging their brand without even realising it. Although global trends are moving more and more towards digital media channels – specifically social media platforms – some business owners have still not adjusted their business processes to embrace this market evolution.
Here are 5 ways you could be hurting your brand without even realising it:
Neglecting Social Media
Reluctance to adapt to change is a natural human response. In business, one of the key areas of neglect is a brand’s social media presence. The risk? Underestimating the impact of social media could leave you a step behind at best or, at worse, prove to be detrimental – regardless of the size of your organisation. By not using social media to its full potential, you are limiting your brand’s growth opportunities and losing a valuable competitive advantage. When used effectively, social media activities substantially contribute towards organisational goals such as increasing brand awareness, improving customer service and achieving bottom line objectives. Critically assess your marketing plans and ensure that your social media platforms are used optimally to support your various business functions.
Poor Customer Service
Clients are growing increasingly demanding, expecting service at a continually higher speed and quality level. Whether the communication is a general query (such as product availability) or a serious complaint, customers insist on quick and personal resolution. Inefficient customer service processes are likely to cause serious damage to your brand’s reputation due to resulting negative commentary from unhappy clients. Social media offers an excellent way to connect with customers in a speedy, direct and solution-driven manner. In addition to dealing with customer complaints and queries, you are also able to respond positively to compliments by clients, thereby showing appreciation to your supporters and promoting continued brand loyalty. The personal touch offered by social media can go a long way to improving customer sentiment and brand positioning based on the content and service that you deliver to clients via this channel.
Lack of value-add to clients
The brands that get ahead in the current tough economic climate are those that take an intensive customer-centric approach. By employing value-add elements that benefit the client in some way (e.g. social media messaging that includes tips or advice), the business is seen as useful and worth following. Such value-rich content tends to be shared by followers, resulting in the brand being exposed to a larger audience organically. Pure product or service promotion does not have the same share potential, and is likely to result in audience members un-following your page after a short period of time. A balance between marketing communication and enriching content needs to be carefully strategised to achieve maximum business benefit.
Non-targeted or generalised marketing not only wastes money (as only a part of the audience reached is of relevance to your brand), but it also does not provide sufficient data regarding the success of each marketing activity. For example, are people buying your product because of a television ad, print ad or because your store-front is attractive? Or maybe it’s none of the above at all? Targeted marketing such as audience selection, on the other hand, serves a dual purpose: it not only ensures that you invest efficiently by focusing spend on your core target market, but it also shows you the success of each marketing campaign or advertisement by providing accurate and detailed feedback data. Thus, you get a higher return on investment as well as crucial insight in terms of your customer base.
Use of Insufficient or Inaccurate Data
Statistical information is core to every business decision: whether the objective is to save a struggling business, grow a successful one or diversify an existing organisation. Using assumptions, insufficient or inaccurate data are clearly dangerous practices. Plans built on such “bad intel” could result in a substantial financial loss and even complete failure of the business entity in question. Effective planning requires relevant, accurate and qualitative data that can assist with decision making, such as demographic breakdown of actual purchasing customers, market segmentation and consumer behaviour. Reporting based on engagement metrics are an excellent source of indicative and precise figures to aid in business strategy and development.
Success-driven business strategy incorporates all elements that have the potential to positively impact organisational goals. Make sure your brand is utilising the tools and resources available for maximum benefit and to gain an invaluable edge within your industry.
We would love to chat to you about your business –