Valerie Chernek PR & Social Media – www.valeriechernek.com

Posts tagged ‘social media’

Lifetime Customer

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Valerie’s website http://www.valeriechernek.com

In social media, sparks fly fast to spot like-minded prospects and new potential revenue streams when smart biz owners work closely with their digital marketers.  What should they discuss?  The best/worst characteristics of a lifetime customer.  This is a social media strategy that leverages traditional and online marketing.  It plays an important role in recognizing early adopters, potential new customers  and the rainmakers.

Gathering customer data is fairly simple.  This presentation from Harvard Business Review describes a textbook case of how to measure lifetime value. The tool, however, lacks what to do next.  Here are ideas to evolve your marketing outreach:

  • Target users with an eye toward viral
  • Transform habits and identify behavior patterns
  • Design landing pages for quality lead generation
  • Personalize contextual messages
  • Create effective product launches and media presentations
  • Listen to chatter with an “eye and ear” toward lifetime value in your buying cycle

A good social media marketer listens intently.  They formulate responses, have relevant discussions, react carefully, reward behavior and follow up.  Knowing your best customer characteristics and integrating “active listening” in social media can ramp up intelligence fed to your marketing, sales and development teams.  The responsibility is accomplished with intelligence and intuition, so the person you choose knows how to plan for success using customer data, monitoring discussions, interpreting dialogue, and recommending ideas to keep prospect pipelines open – which can lead to increased revenue, customer loyalty and lifetime value — priceless in a company’s long term.

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Follow Your Rainmakers!

rain“Crowdsourcing” is a big topic for today’s digital marketing managers who want to tap into the collective intelligence of a target audience, i.e. people who have opinions and are “not” your employees.  These like-minded individuals or groups can take your brand, product or service more viral than you ever imagined.  The task is not easy.  It takes time, thoughtful planning, team work and great communication skills.  It is “not” a 9 to 5 job and not just anyone can do it well.

Smart social marketers start with targeted goals.  They match their audience to the social channels that make the most sense.  They listen and engage and use images to stir emotion.  They create memories, start a conversation, and evoke controversy.  They ask for feedback and if they are really good — they find the rainmakers.   Rainmakers are those folks who will respond to your brand –and advocate for a cause.     They may be your next guest blogger, a local conference presenter or someone who reveals a great customer success story.  Rainmakers are the big benefit of crowdsourcing because they are the connectors and can activate the tipping points (Malcolm Gladwell) that make your product, service or company bigger and better.  Crowdsourcing activities can also help you:

  • Develop a new product (in less time)
  • Gather testimonials and stories for future PR outreach
  • Increase customer loyalty through give-aways, contests or games
  • Turn prospects into customers without any traditional selling efforts

If you are planning to integrate this important social marketing strategy into your mix, don’t scatter the responsibility — it doesn’t work!

A skilled social media or digital marketing specialist likes to “listen” to the networks.  They can determine what channels make the best sense to maximize company goals and they should continually suggest ideas that will help your marketing, PR and sales teams leverage the right mix of activities that build lasting relationships and increase recurring revenue.