Marketers must work with CSM teams to design their campaigns from a customer success perspective
Social networks are the opportunity to Tunisia Phone Number improve the customer experience during their journey. It’s worth noting: When marketers strategize, they’re not just looking to attract new customers, but also keep current ones .
Let’s think of a great traditional brand: Coca-Cola. It’s hard to find someone who doesn’t know what Coca-Cola is, yet the company continues to advertise. Why? To maintain its position in the market.
In social networks we have another ingredient: interactivity. Anyone can talk and contact you at any time.
As Christoph Neut, VP of Sales at Sparkcentral (Hootsuite) said in the Social Trends 2022 report:
“When you combine marketing and customer support in social media, you cover, at the same time, the main results that impact the customer’s buying experience and the final sales results of your company. That is the big picture that many companies still do not see.”
The point is to try to add value to every interaction. Customer Success Managers ( CSM ) operate with this mindset first and foremost and what a company projects on social media could often benefit from this mindset as well.
2. Proactive listening at the macro level
What challenges are your clients facing in the face of updated regulation, unexpected external events and new technologies? Different types of social networks can give you clues about these challenges , but you should look for them.
Proactive listening differs from active listening in that customers may not speak directly to you. You can consider using social media as a way to listen to a client’s customers.
When you work with B2B, a lot of your customers’ pain comes from their own customers’ pain.
Tips for Implantation:
What industry publications do your customers subscribe to? Many posts will have a presence on social media, even if they are traditionally paid posts.
Do any of your clients use influencer marketing? What are the channels or accounts that are influencers in this space?
3. Caring at the micro level
Customer Success programs often depend on finding ways to accompany them individually and, for that, it is necessary to understand the different ways in which they perceive you.
If a CS manager studies an individual client’s social media campaigns, they will almost certainly find insights into the key objectives and messages that can be tied to the trade association.
Starting conversations using the customer’s own social networks can build trust in the relationship and uncover opportunities to personalize the solution you offer.
Exploring social proof to benefit your customers
Your clients’ competitors will have their own social media presence, and this can be a useful topic of dialogue to dig deeper into a client’s goals.
Most of them don’t want to copy their competitors. However, if a customer is unsure of the value of a solution or is having difficulty visualizing a result, social proof can be a powerful tool for gaining insight.
Social media marketers play an important role in building a holistic company view of Customer Success. Undoubtedly a great challenge.
Many companies are unprepared for this growing demand and don’t know how to combine the two sectors (or simply don’t see the value in doing so). To stand out, companies will need to know how to maintain the quality of fluid communication with the customer at all points of contact.
This was the final article from Rock Content in association with Hootsuite on the Social Trends of 2022. I really hope that this series has helped you move forward on this topic and understand what you can do with all that information to improve your strategies.
If you want to learn more about what’s in store for social media marketing this year, check out Hootsuite’s Social Trends 2022 report .
I also invite you to subscribe to our newsletter below to receive weekly emails about the best trends in marketing, business and technology and the opinion of our specialists on how this impacts your brand.