If you’re like most consumers, you perform research online before making a purchasing decision. This is more true for B2B purchases. In fact, research shows that most purchasing decisions are made online before the customer even contacts your company. More decision makers are going online to check out your company before they even contact you.
We’ve all experienced it at least once. We’ve experienced it either as a customer ourselves or while representing a brand that hired us. One wrong misstep or decision becomes a customer service issue that left us or the customer we were dealing with unhappy. It happens, we’re all human and while we try, it is impossible for every customer to be happy all of the time.
You may have seen Facebook’s recent algorithm change to reduce ads in user’s timelines. Don’t worry, though, because Facebook ads and boosted posts are still a valuable tool to use in order to promote your brand. If anything, the algorithm change means that your ads will be more targeted and might make your advertising dollars stretch farther.
Consumers are enjoying a much wider range of choices. Couple that with no longer being forced into lengthy contracts, customer service has become the battleground that determines growth of your brand or company. Thanks to the internet, customers are fully in control. With instant access to a wider selection of product offerings, open platforms showcasing social media reviews, and access to a wealth of background information on your company, they dictate your success.
There are plenty of reasons to use social media for your business. It helps you connect with your audience, gain followers, increase brand awareness, increase sales, and more. Perhaps one of the biggest reasons to use social media is to send people back to your website. The more people see your website, the more potential you have to increase sales and turn fans into customers.
So in a world that wasn’t wholly connected online yet and where all the information about a company and their customers’ experiences weren’t at the tips of a potential customer’s fingers (yeah, no smartphones either) how did people talk about customer service then?
Making sure that you have a great content strategy is important to ensure your consistent success. Social media platforms are a great way to connect with your audience. And a great social media presence requires effective content. Facebook in particular is a great platform to begin your content strategy.
One of the biggest obstacles facing businesses and advertisements on social media is market saturation. There are tons of posts and accounts on social media that can easily crowd out your brand’s presence. This is especially true when it comes to smaller businesses. Figuring out how much your brand is recognized and what percentage of the market knows your brand is called a Share of Voice (SOV).
You’re creating and implementing your content strategies. Your followers and engagement with your audience is increasing. But when it’s time to check on your progress and look at the metrics of your social media engagement, do you know where to look?
If you live in the U.S. and are at all aware of the tech world, you probably know about the advertising war between Apple and Microsoft.