You’ve got the perfect product but now how do you make it a brand? Building a brand loyal customer base is a time consuming and challenging task, but intelligent marketing can help!
Smart Marketing entails defining your target market precisely and engaging your audience appropriately. Social Media is a powerful tool that allows you to do just this. For example with Facebook advertising you can choose the age, location, income etc of your target audience. You can adjust your ad content according to your market segmentation.
Some tools to help you develop ads that are right on target are call recordings and call transcriptions. Transcriptions can give you insights into consumer behavior by highlighting words that appeal to your audience. Hence, you tailor make your ad and select just the right keywords to ensure your message reaches the hearts of your potential buyers.
Responsiveness is the next step in the journey towards building brand equity. The digital consumer is impatient and expects an immediate response to her queries and concerns. For example, if you get a query on your Facebook page and you take a month to answer it then you have surely lost your buyer. If more time is needed to address the customer’s issue, then a message citing the reason for the delay needs to go out immediately.
Social Media can be a double-edged sword. Not all posts/comments from your followers on your page may be compliments and effusive endorsements about your product or service. However, legitimate grievances that allow for a moderated conversation between your Social Media follower and you, lend credibility to the brand. Even strong brands such as Coca Cola have experienced stumbles that are the result of bad judgment in marketing. What matters is how quickly a brand manager responds to concerns from the consumers and as a result communicates and advocates to Corporate the issues raised by consumers.
To turn your Social Media tools into a competitive advantage consider hiring persons with experience in working in customer service, as these individuals are likely to be empathetic to the needs of your clients and will listen attentively to your clientele. Effective communications with your clients begins with the ability to listen carefully and caringly to the concerns of your clientele. Once a corporate wide culture of “listening to a client” is established you have set in place a client loyalty framework that cannot easily be dismantled by your competitors.
