How social media monitoring fits into your inbound marketing strategy
You have just convinced somebody to buy your product or service. Congratulations! They are officially a customer now! Naturally, this means that the role of marketing is done and you don’t need to worry about them anymore. Time to move on to new prospects, right? Wrong, actually. The Inbound Marketing Methodology does not stop at the customer stage, to bring everything full circle in the Delight stage. This means you turn your customers into promoters of your brand.
While you do certainly want to still be bringing in new customers, you still need to be putting in effort to keep the customers you have already created. Just because somebody made one purchase does not mean they will never make another.
So, how do we continue to engage with a somebody after we have already transformed them from a stranger to a customer? There are many assorted methods, but today we will be looking at Social Monitoring.
Social monitoring, also sometimes known as social listening and social measurement, is a piece of software (this comes included with Hubspot Basic or Higher) that keeps an eye on social media and blog sites. It exists to determine how much people are talking about you, and what they are saying.
But, how does this help with post sales engagement?
Well, for one, it allows you to know who your customers are and what their goals and wants are. Furthermore, it does so in a very non-intrusive way. While customer surveys are a great way to get information, not every customer wants to fill one out, and some may get frustrated by the intrusion. With social monitoring, nobody gets disturbed at all. You also will be able to get information from the types of customers who, perhaps, are uncomfortable with surveys. As has been mentioned elsewhere, more information is always a good thing.
It also allows you to know what you customers are saying. The final step on the inbound marketing conversion process is to turn customers into promoters, and social monitoring allows you to know if that is working, and might even give you some idea of what you can do to make your customers even more delighted, and even more likely to promote your content and products.
People who are happy with your product and who like your content will tell others. They will spread the word on social media, and those who see it will, hopefully, come and visit your site or blog. Keeping your old customers happy is the best way to to bring in new customers. Your inbound marketing strategy wants to turn happy customers into promoters. The Harvard Business Revue has found it is more expensive to get new customers than it is to keep old ones.
So don’t let those relationships die. Always remember to engage with customers beyond the end of the sale, and keep an eye on what people are saying about you. The more you know, the better your service, and the better your service, the happier your customers.