Using social media marketing to win client confidence
I was reading this excellent blog post
about obsession with customer service by Chris Brogan
today, and it got me thinking about how businesses convey their commercial passions online – in particular, how a company expresses their uniqueness via social media engagement
and social media marketing
The blog post
from Chris clearly highlights the importance of giving a little bit more to customers, of showing them you actually care, and also (the most significant part for me) of making sure that customers are heard. His brilliant question
is a great one to answer:
“What’s the hardest part of doing business with you?”
The accessibility of social media platforms makes it an amazing and
at times hazardous place for companies to engage with existing and potential customers, as this tweet so succinctly
How do you
convey your customer service excellence via social media engagement
? The usual (conventional) methods) are:
* Case studies
* Product reviews
But, these methods are old-hat, and the average savvy customer looks at these as little more than PR-enhanced
Effective social media engagement
, however, means that letting the customers say it for themselves, and then pass it on through their own networks, enables a different kind of voice to get out there – that of your loyal
customers, your raving fans.
A company saying that they are obsessed with delivering amazing customer service is one thing – but seeing a company such as Zappos
using Twitter as a publicly-viewable vehicle
for customers to raise queries, issues and complaints on is another level.
Now THAT’S what I call a brave and visionary use of social media
to clearly and unashamedly highlight to existing and potential customers just how crucially important they are to Zappos
as a contemporary, brave, open business.
Here are ways I enable my obsession with client service
to be seen:
* Invite a potential client to speak to any
of my current and previous clients.
* Ask for client feedback on a regular
basis – ideally, quarterly at minimum.
* Publish what clients think of me in their own
words – see more here
I’ll freely admit that as a long-standing blogging consultant
, social media editor
and social media marketing consultant
in Bristol, client service has always been one of my own personal obsessions.
Maybe that’s due to spending a decade in newspaper and magazine newsrooms, where daily deadlines must be met, or a P45 usually follows.
One thing I know without doubt is this: being passionate about client service and their social media success above all else means that a client knows they are getting something money can’t buy – the personal attention
of a highly motivated solo consultant.
And bearing in mind that most clients choose business partners and suppliers for emotive reasons
such as word-of-mouth recommendations, it becomes even clearer that being the same as the rest of your competitors simply isn’t an option anymore.
How do you
use social media engagement
and blogging outreach
to convey your uniqueness
to potential customers, and to win client confidence?