It is common knowledge that the world of business has changed significantly in recent years. One significant change, which many seem to have trouble adapting to, is that anyone can be a consumer. In any given year, consumers have more influence on what they buy than producers do. This means they are in control for the majority of their time as a consumer. They can research products online and even start companies themselves.
As a result of this empowerment by technology, there’s been a massive shift in marketing practices, which businesses must adapt to if they’re going to continue being successful. Here’s how you can use the internet for advertising your business.
Cross Channel Marketing
Cross channel marketing is a process of checking how people think across multiple platforms. It’s important to know what consumers are saying about your product, where they’re talking about it, and what they want from it. To do this, you have to monitor social media channels and review sites, and customer feedback. The benefits of cross channel marketing are that you can tailor your e-marketing strategy accordingly to ensure better conversions from the awareness stage through purchase decision-making for each customer segment.
Many marketers are still split in mobile marketing, but that’s starting to change as businesses realize that there is more competition on smartphones rather than PCs. In addition, smartphone users have very different user habits than their desktop counterparts. For example, research shows that most smartphone users use apps for shopping research while browsing online or watching TV ads on their phones. So make sure your site or app works on mobile devices. Mobile marketing in combination with cross-channel marketing and enhanced content can help boost conversions significantly.
Customer Relationship Management (CRM)
Many businesses think that their current CRM strategy is good enough — they manage customer support calls and emails manually and invest time in following up with customers after the purchase by sending them promotional offers related to their purchase history. However, many of these companies don’t realize that people expect a much higher level of relationship management. Especially now that anyone can access the internet from any device.
The best way to use data as part of your CRM strategy is by using it as an opportunity to gain insight into your customers’ needs, wants, and behaviors. When you use this information effectively, you’ll see increased conversions, increased customer retention rates, and a significant increase in brand loyalty.
It’s not enough just having a website anymore, companies need an ‘enhanced site.’ This means going well beyond just text content and images. You have to offer your customers the ability to read about your products and see videos showing how they can use them.
Clients won’t be satisfied just receiving text updates about what’s going on. They want something they can interact with. A ‘ghost’ site isn’t cutting it anymore since there are so many other options available for anyone looking for that specific product or service. Therefore, serving up relevant content (such as videos, images, infographics, etc.) is the best way to increase engagement rates now.
If you aren’t already using social media as part of your marketing strategy, then it’s time to start right away, even if you don’t think that anyone will be interacting with your brand online. Building up an online presence is the only way to ensure that your customers will interact with your brand and create meaningful conversations.
Additionally, these same engagement channels provide excellent opportunities for customer service purposes. Make sure that any questions posted by consumers on these sites are answered immediately, so their concerns don’t worsen if they do so on other news outlets.
Big Data Analytics
The most significant step to take in your CRM strategy is by combining the data that you’ve collected about each customer, along with their online interactions, into one centralized hub. This means not only tracking how they’re using the web (and where they’re doing it) but also who they’re interacting with. Also, with what types of products or services are piquing their interest. Connecting all these dots will create a truly unique profile for each shopper — which can be used to enhance their experience when visiting your website.
With this being said, the only limit to what you can do is how much time and money you’re willing to invest. After all, not every customer will be engaged on Facebook or Pinterest — some might even prefer speaking with someone over the phone instead of typing messages back and forth! Regardless of what approach you take, make sure it’s something that your target audience wants or needs.
Founder Dinis Guarda
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