How to market to consumers when they can answer backBy 0 comments on October 4, 2013 |
In many cases, marketing operations are a one-way venture, at least in the beginning. Think of it this way – consumers might be driving down the road when they get to thinking about a product or service being advertised. However, the give-and-take aspect doesn't kick in until these individuals actually buy the goods. Until then, the corporation selling the items just has to hope the thoughts are positive, then wait to see what the sales metrics look like at the end of the quarter.
That being said, now new technologies have enabled more direct engagement with shoppers through brand representatives. Specifically, social media has given brands a voice, but it's also given consumers a forum to talk directly to these companies, which can be a good or bad thing.
This is true on almost any networking website. Satisfied consumers can thank a company on the corporation's Facebook, while those who are mad because of a faulty product can use LinkedIn to let brand administrators know they're furious. However, it's Twitter that hosts some of the most common communications between businesses and their shoppers.
Twitter makes sending out messages quick and easy – people just have to type 140 characters or less and press "send" to virtually speak directly to representatives from a company. By doing a quick keyword search, anyone else on the website can see the communications, which could build or ruin a reputation.
As such, companies have to be very careful when they launch marketing campaigns on a website like Twitter. There's a lot of back and forth with consumers on the platform, something that's unavoidable if a business wants to be seen as caring about its shoppers. So what tips and tricks should advertisers who want to launch a successful promotion on this website know beforehand?
Get in on conversations, unprompted
If businesses wait around for customers to tweet at them from Day 1, they're going to be sitting on their thumbs for a long time. Companies need to be proactive about speaking with customers on social media accounts – this way, individuals will realize that brand representatives do care about the things that matter to their patrons, and they will be more likely to be engaged as a result.
According to The Guardian, there are simple ways to do this – searching for keywords that could relate to the brand is a good place to start. For instance, the source said that Tetley Tea representatives look for Twitter conversations having to do with cold weather, then suggest a way for consumers to get warmed up – with their products.
Pay attention to your surroundings
Because companies need to release new communications to Twitter followers regularly in order to stay top of mind, it might be easy to just get in a cycle of writing up new and engaging tweets each day, not paying attention to timely messages. However, this can be very detrimental and make it seem like the company is out of touch.
Businesses also have to make sure that tweets that coincide with holidays or other events aren't too self-serving, especially if the messages are linked to tragedies. According to ABC News, phone company AT&T recent discovered this firsthand when it released an ill-advised tweet corresponding with the anniversary of the September 11 attacks.
The news source reported that while tweets that tastefully included hashtags like "#wherewereyou" or "#Remember911" trended and were responded to favorably, AT&T went too far. The company tweeted a picture of someone holding a smartphone that had the Twin Towers memorial lights as its background, with the caption "Never Forget." Many consumers likened this to a cheap means of product placement and responded very negatively.
Don't forget other media
Much like with other campaigns, it's going to be relatively impossible and inadvisable to run an entire campaign on only one platform. For instance, companies won't see the success they could have found if they only promote a new product line on billboards.
This same ring true for Twitter, and luckily it's easy enough to incorporate other mediums. Consider the types of tweets you can send out, for one. Sure, you can go with the regular 140-character text communication, but you can also send out tweets that have been linked with Instagram, Vine and a number of other apps. This might be a good way to switch up the messages so they don't become boring and predictable.
Another thing businesses can do is to also market on Facebook or digital ad banners, but include calls to action asking their customers to follow them on Twitter. However, if a company goes this route, administrators have to remember to offer something unique on this platform in order to make it worth their while. For instance, brand representatives might want to express that there are certain savings that only Twitter followers will be privy to.
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- Marketing Operations