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Marketing Automation, Social Media

How to Maintain Social Media Engagement Through the Customer Lifecycle

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How to Maintain Social Engagement Through The Customer Lifecycle

It’s difficult for companies of all sizes to successfully utilize social media as an engagement mechanism – a tool that extends beyond information sharing and actually increases website traffic and further builds relationships with potential and current customers. So, here is how to maintain social media engagement with your contacts, regardless of their stage in the customer lifecycle.

  1. Utilize data to determine optimum sharing/updating/tweeting times. Check out your analytics as well as Klout profile to determine when people are engaging with your social media posts. For me, I try to share around 10:00am, 11:00am, and 3:30pm on weekdays via Twitter. It’s different for everyone, so look at your data and schedule posts that will drive traffic to your most effective web pages (look at your Google analytics and conversions to do this) at these recommended times.
  2. Be conversational and don’t schedule everything. Scheduling your updates in advance doesn’t mean you’re done and “good to go.” It’s critical to regularly monitor conversations related to your industry or brand daily. This provides plenty of opportunities for organizations to interact with contacts, followers, etc. to earn trust and build relationships (plus, it shows you’re not a robot = bonus).
  3. If you’re talking to someone or mentioning another brand, do it. Instead of sharing you “really LOVE Right On Interactive” try tagging them in an effort to engage them (i.e., “really LOVE @roi_marketing”). By including their handle, the person or organization is more likely to respond, meaning their fans and followers will also have the opportunity to see your name and potentially engage with you, too. Bonus.

When it comes to social media, remember people are following you for one of several very different and very important reasons:

  • They are a current customer
  • They are doing consumer research (prospective customer)
  • They like the information you share
  • They think you’re interesting
  • They are a partner/vendor
  • They are a competitor

At any point in time one or all of these different audiences is engaging with your social media accounts. It’s critical to use tools such as landing pages and forms to determine who is who and better control who has access to your information and resources.

By utilizing a customer lifecycle marketing platform that combines social media engagement with website analytics and email marketing, marketers can determine and control who has access to resources such as ebooks and whitepapers as well as who needs to be nurtured into the next stage of the customer lifecycle via personalized and targeted email campaigns.

How are you currently maintaining social media engagement with your target audiences?

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This entry was posted in Marketing Automation, Social Media and tagged customer engagement, Customer lifecycle, data driven marketing, Lead Nurturing, Social Engagement, social media, social media engagement, social media marketing.

With over ten years of experience in technology, marketing, public relations and higher education, Lauren joined the Right On team in April 2013. She is a 2013 graduate of the Hamilton County Leadership Academy (Ind.), and a board member of Girls on the Run of Central Indiana. She has previously served as the vice president, programming and the secretary of the Indianapolis Chapter of the American Marketing Association. Lauren earned her BA in Communication from Hanover College. In her free time, she enjoys spending time with her family, running, IndyCar and the Indianapolis Colts.

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  • Solution
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