I am going to start a new series of blog posts that highlights some of the best articles that I have come across. I use an app called Feedly to organize marketing and social media content and spend an hour every day reading through the latest articles.
From the articles in my feed I’ll select a handful of the most useful articles and share with you why they were worthy and how I could see client’s using the strategies outlined in the articles in their own online marketing efforts.
Without further a-do, here are the articles I’ll be covering this week:
- “How Micromarketing can take you strategy to the next level” – Hubspot
- “Social Media Customer Service: To Do it Right” – Hootsuite
“How Micromarketing can take you strategy to the next level” – Hubspot
I am a big fan of HubSpot and they do an excellent job of presenting new ideas that allow you to dive deeper into the world on marketing. What I liked about this article was that it was a quick read. When I am being introduced to a new topic, I like to get a summary-type of article so that I am not too bogged down with details. (Imagine a teacher explaining organic chemistry on your first day of science class, instead of teaching you about the periodic table.)
They provided some well-known examples of micromarketing as well, which I found to be very effective. Their use of the Coca-Cola “Share a Coke” campaign helped make the idea of micromarketing very clear.
So what is micromarketing? Based on what I understand from the article it is an even more detailed look at your customer-base and designing marketing campaigns or products/services that speak to the customer directly or a small subset of a larger target audience.
In the example of “Share a Coke”, Coca-Cola was able to provide a personalized experience by printing 150 of the most popular names on their bottles. When the campaign launched they were able to track the bottles that were purchased to get a better idea of who is buying their bottles. More importantly, as mentioned in the HubSpot article, they ended up selling 250 million bottle of coca-cola in a country of 23 million people.
By simply adding a personalized touch to the bottles, they inspired more people to buy more of their products. This is the key to micromarketing: go deeper with your segmentation and targeting. Learn more about your customers/audience, and deliver better products, services, and marketing based on their unique qualities.
“Social Media Customer Service: To Do it Right” – Hootsuite
What really struck me about this article was that they opened it with a number of important facts relating to the customer experience online. I’ve included a screengrab of the facts here:
So there is a lot to take in there but I want to focus in on the fact that customer service interactions will increase by 40% this year, and that the time it takes a brand to respond on twitter drops by 30% when they don’t have a designated customer service account.
I don’t know about you, but I have taken to Twitter in the past to reach out to brands when I have a customer service issue. The quickness of those responses is a major factor in how I feel about the brand. I can remember when I tweeted about waiting patiently for my Monday newsletter from Greatist and within a few minutes I had received a DM from them and they were DMing me to say thank you and offer to send me a free t-shirt for being a fan of the blog.
I have never forgotten that experience and still think highly of Greatist because of that interaction.
I wanted to highlight this article because it ties in another relevant practice on social media, which is social listening and monitoring. This is the practice of setting up filters to monitor conversations online about your brand, your niche, and the news. This allows you (as a brand) to interact with people who are talking about your brand – and not necessarily tagging you or using a hashtag. It keeps social media social, which is something you’ll hear me say a lot.
Having a customer service account dedicated to responding to customer service requests is an important part of that online conversation. By dedicating accounts, and therefore a team, to this effort you can expect a higher satisfaction rate from your customers. The customer service representatives are also the ones who have been trained to handle customer service requests, so they are the best trained for these interactions – online or in-person.
I have to be honest, this was a very busy week, so I wasn’t able to read as much as I had hoped. With that said, I am noticing a trend towards both of the ideas mentioned in this article: more defined targetting/getting to know your customers on a deeper, more detailed leve and better online customer service.
The two ideas go hand-in-hand. If you understand your customer better, you’ll know how to answer their questions better. If you are responding to customer service requests in a timely manner, you’re learning about the issues your customers are having while also providing a great experience for them.
If you are to implement these ideas into your marketing and customer service efforts, I would bet that you’d see a more positive brand sentiment and greater overall satisfaction from your customers.
Try it out and let me know what you think!