Lead Generation Software and Strategies

Attracting leads to your business isn’t a new concept – every firm that seeks a good B2B campaign requires one. There are literally millions of prospective customers out there – thanks in part due to the massive reach of the internet – but successfully converting them is an art that few businesses have been able to perfect.

The use of technology has somewhat made the process easier. But the core problem remains the same – getting high quality leads takes strategy and not just forcing your way through the use of automated software.

Mindlessly sending in emails only serves to waste both your time and money – there is a strategy to everything, even automation. Every strategy requires the use of an email autoresponder which should store the lead’s credentials such as their email addresses and name. This means you need to purchase the right software which can get the job done. Unfortunate as it is, not every software on the internet will net you perfect results.

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When you’ve just started your business and need to use the perfect autoresponder , you will likely run into thousands of choices in the market. Your inexperience with the software will lead you into spending hundreds of dollars buying useless software – experimenting with different solutions, ditching them all one by one until you manage to find the perfect solution.

Here are 5 Lead Generation Softwares to steer clear from:

To help you with making a more informed purchase, we’ll by doing short reviews of softwares which we think are not that good and which you should definitely avoid.

1. Infusionsoft

The worst software to choose if you’re a small business that doesn’t have a very large budget to begin with. Starting prices can range from $17 which is pretty good all things considered. The most important feature of any autoresponder is having access to a large number of email campaign templates. Unfortunately, that is something which is very limited in Infusionsoft and you’ll find yourself spending a lot of time designing your own templates. Customer reporting is also minimal at best. Their own marketing campaigns target small businesses with 25 or less employees.

lead generation software Infusionsoft

Their one advantage though is that you’ll be able to design useful marketing and email campaigns if you don’t really have any prior experience. Infusionsoft will help you throughout the process and you’ll never feel lost. Their drag and drop widgets can be useful for less tech savvy customers and businesses.

2. ActiveCampaign

Depending on the type of your business, ActiveCampaign can either be your best friend, or well, the most useless friend that is best described as deadweight. ActiveCampaign is best suited towards more experienced and tech savvy businesses because the dashboard is a little cumbersome to navigate through, their email builder design can be described as clunky and feels like it was built way back in the 80s. There really isn’t any native integration with third party tools. Those that are available require you to spend additional cost.

lead generation software ActiveCampaign

While ActiveCampaign itself has a small fee, those additional costs can quickly overwhelm smaller businesses. There is a 14 day trial version that can let you test it out.

3. Marketo

Quite expensive at the $1700+ starting point, Marketo has poor landing page and form builder and does not really provide you with proper customer data analytics. This is unforgivable given how many free alternatives offer a large number of tools.

lead generation software Marketo

4. AWeber

At the time of this article’s writing, AWeber offers quite a useful 30 day free trial for users to try out their services before purchasing for the hefty price of $29 per month for businesses with 2500 contacts. They have zero third party integration, which means you cannot import your contacts directly from Gmail or other such domains. A really annoying feature about AWeber is the extremely tedious process of importing contacts.

It allows you to add 10 contacts via form manually. You can imagine how laborious it can be if your business has hundreds or even thousands of contacts to import. You can automatically enter all your contacts in there, but it would require you to use text files such as CSV and TSV – but who has the time for that?

lead generation software AWeber

What we can say about AWeber however is that their Tracking Campaigns are some of the best that we’ve seen in quite a while. So if you can get past the little annoyance of importing emails – it can hands-down be your best means of tracking the success of your email campaign and easily keep track of the click rates and subscribers.

5. SendInBlue

We found SendInBlue to be the most difficult software to get our heads around, and we’ve used some pretty clunky software in the past, so you know it’s bad. What’s good about SendInBlue however is that their paid plan starts from around $7 onwards, very affordable if you’re saving every penny. Templates are also mediocre at best. Campaigner is a better alternative. 

Best Ways to Create a Winning Customer Experience Strategy

Business nowadays needs a winning customer experience strategy to take advantage of their consumer base, and develop brand potential in their industry. Nowadays, customer experience is at an all-time, and a business is judged on their interactions with customers and business relationships with clients. The reason why it holds so much importance is because customers that have positive experiences with businesses are more likely to become long-term customers with that business.

The most successful businesses are the ones that manage to retain clients, and attract even more customers. Any business that has strong interactions and relationships is bound to have greater sales, and that is the reason why businesses impart so much importance on customer experience.

The difference between Customer Experience and Customer Service

Most businesses tend to confuse customer experience with providing great customer service. Customer service is a part of the experience of any customer’s interaction with your business across their entire buying journey, which means that they are two separate things.

customer experience level of rating

Customer experience starts from the first business interaction, to the service delivered, and the customer support provided by the business. It is the overall package that the business delivers to the customer, which is why it is important that businesses focus on creating a winning customer experience strategy.

Below are the Best Ways to Create a Winning Customer Experience Strategy

To help and allow you to improve customer satisfaction and increase revenues.

1. Know your customers

The first step towards developing a winning customer experience strategy is knowing your customers, more importantly the different types of individuals you will be targeting and dealing with. You must strive to understand your target market, and then understand their needs and wants. This will help you connect with your audience on a personal level, and allow you to easily meet their expectations.

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2. Develop an emotional connection

Customers today respond well to businesses that focus on developing emotional connections with them. Don’t focus on the business side of things, follow up with your customers, and interact or engage with them on social media platforms to retain their interest. Research indicates that more than 50% of customer experience is based on emotional connections, because emotions help shape decisions. Customers will only be loyal to a business if they are emotionally attached, and businesses that succeed in developing an emotional connection outperform their competition by 85% in sales.

3. Respond to customer feedback in real-time

The best way to create a winning customer strategy is to always be on your toes and respond to customer queries and feedback in real time. It is important to show your customers that you value their time, and feedback, because that will help you build trust with them. Businesses that go out of their way to respond to customer feedback in real time tend to do better in sales. You can get feedback through surveys, or even outbound calls to customers to develop personal connections and gain vital feedback.

4. Account for employee feedback

Businesses shouldn’t negate the importance of employee feedback, since it will help them iron out flaws in their system, and overcome obstacles. Develop a survey process to catch employee feedback from your team, which will help you find out how engages they are with the business, and how you can improve delivering exceptional services. By encouraging employees to share ideas on improving customer experience, you will be able to grow as a business and deliver better services to customers.

5. Have a customer experience vision

Your business should have an end-goal or customer experience vision that it wants to achieve. This is one of the most important steps to developing a winning customer experience strategy, because by defining a vision, you can easily measure your success in achieving it. Once you have developed certain principles for developing a valuable customer experience, you can figure out whether you are meeting the goals you have set for yourself, and how far away you are from achieving them.

6. Setup a quality framework

Your business also needs to invest in setting up a quality framework that allows you to develop a winning customer experience strategy. This means that you must train your employees to help them deliver the level of quality that will impress customers and keep them coming back. Businesses must invest in group training, eLearning, and coaching to help their teams reach a level of customer experience that will attract more customers.


The expectations of customers from businesses are at an all-time high, since the internet is a medium that can quickly make or break the reputation of any business. Customer experience is an area that requires constant care and nurturing, and that is why businesses are focusing more on developing an outstanding customer experience strategy, which will result in greater customer loyalty, higher retention, and increased revenue for the business.

Ultimate Lead Generation Checklist

Short of time and looking at a quick checklist to ensure you are on the right track to a successful lead generation campaign? Over the years I have consulted for several startups and also deployed lead generation techniques that work. This is our own checklist of ideas and points we follow to either brainstorm and come up with more ideas with the rest of the team. Use this checklist in cases where you have started several campaigns and noticed the results or conversions are not coming through, or if the leads have suddenly stopped, then look also at ensuring you are up to date with newer strategies or techniques that are coming out to market.

Below are the Ultimate Lead Generation Checklist:

Note, lead generation is not a sit and forget campaign, once you deploy your first one, you will need to innovate and come up with smarter ideas.

1. Improve Your lead generation

You can’t have solid lead generation strategies if you’re not checking up on it regularly. You need to analyze it and adjust along the way, so that you manage to stay on top of things always. Importantly, ensure you understand your audience:

  • Persona—industry, title, role, company size, revenues. One of our favourite templates located here and it’s FREE 
  • Engagement—the basics such as number of visits, unique page views, repeat visits, form conversions, email opens and clicks.
  • Buyer stage—clicks and conversions on specific content indicating a lead lifecycle change, such as revisiting your site or calling your business and then coming to visit you.
  • Velocity—recency of engagement, volume and timing of events indicating triggers they will buy from you.

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2. Repurpose existing content

You should always look to repurpose your content, because it is a great way to catch your customer’s eye. Get your most popular content, and turn it into an eBook or into a webinar, and you have a great way to not only attract clients, but retain interest as well. It is one of the most effective lead generation strategies that is around today. Wordstream has an amazing blog on how to do this.

repurpose existing content laptop screen

3. Integrate CTAs into relevant areas

You must have high quality CTAs placed strategically at relevant areas on your website, because there is no other way that you will be able to generate quality leads. CTAs are necessary for high conversion rates, and if you have some placed strategically on the website then you need to check if there are other areas where more can be placed.

4. Generate viral content

While this is probably one of the hardest areas of lead generation, you can easily create high quality premium content that will help you showcase the experience you have in the industry. Viral does not necessarily mean it has to be funny, stupid or witty. Some of the viral content we have seen shared across our customer platforms include highly educating infographics or short videos, amazing offers, provocative webinars and thought leadership events. Kissmetrics has an amazing guide to creating viral content here. Their case studies while several years old still proves relevant today.

5. Optimize landing pages

Among the best lead generation strategies around today, one is optimizing your landing page content. It is important for your business, and will allow your customers to reach your content any time. If your landing pages aren’t optimized, you will lose out on valuable business, which you can’t afford. By optimizing the landing pages, you will be able to generate more leads. Unbounce has a great guide here. Interestingly, I would go straight to Chapter 14 first to understand whether the landing page is right for you or not!

6. Use progressive profiling

One of the least understood and used methods is progressive profiling. Rather than sending potential customers to a static form, ask them relevant questions. For example, if you know their name and email already, now you can ask a leading question to see if they are interested in products or enquiring about a demo, this way, you are asking questions specifically about their timeframe to purchase and understanding their intent. If you’re struggling to generate leads, and are looking for lead generation strategies, you should use progressive profiling. It is very effective, because it helps shorten the forms, and improves landing page conversions for the business. It helps save time for the clients, and that is valuable to them, which is where you will score big on lead generation. Kissmetrics has a great intro into this.

7. Create forums

One of the best lead generation strategies that you can choose to employ is to create forums for your website. This will allow you to capture more leads, because the questions being answered will only help provide you with vital client information. It doesn’t matter what industry you’re from, if your goal is to generate leads, then you can easily do that through forums.

There are no short cuts when it comes to lead generation strategies, and if you’re wondering whether your lead generation strategy is up-to-date, follow some of the leading industry experts in their field, subscribe to their newsletters and test our their ideas on your audience. The strategies change every month! 

Customer Experience Management and their Importance to Businesses

Customer experience metrics provide a means of gaining access to tangible evidence of your business’s reception which gives you an idea of what steps you could take to improve the overall customer experience. Your best tool to enhance customer experience management and improve customer support is to gain a deeper understanding of what your customer wants from your company.

Detailed insights provided by metrics give you the most unbiased representation of your company’s success. There is a lot of debate on which customer metrics are the best means of gauging your success.

Below are metrics that will definitely help your business.

1. First call resolution (FCR)

Properly addressing the customer’s needs the very first time and eliminating the need for subsequent phone calls (or emails)  is known as FCR. The importance of having a good FCR value is pretty obvious; your customer is satisfied the first time around, which serves to improve their trust in your support team. They’re guaranteed to come back for more business.

2. First response time (FRT)

Customers expect that your support staff are constantly on the edge of their seats waiting for the phone to ring up so they can immediately respond to their grievances in a timely manner. Something along the lines of “90% response rate within the first 5 minutes” is sure to improve your customer’s overall experience. Customer experience management is all about staying on top of what your customers expect of you.

When it comes to emails, response times for typical companies can vary from between 24 to 48 hours. These response timings are getting ramped up however, and top customer support teams are boasting response times of less than 60 minutes nowadays!

3. Net Promoter Score (NPS)

One of the most preferred customer loyalty metrics, developed by Fred Reichheld, NPS is used by organizations of all sizes and functions. NPS, because of its simplicity, is the perfect starting point for companies that would like to eventually collect more advanced customer metrics.

You can start by asking questions which are useful to both your company and the customer such as “On a scale of one to ten, how likely is it that you’ll recommend our product to your friend?” Follow it up by using a 0-10 point scale with proper labels at both ends, such as “most likely” at number 10 and “least likely” at number 0.

4. Customer Satisfaction (CSAT)

Measuring customer satisfaction (CSAT) can be as easy as showing a scale spanning from 0 to 5 asking a generic question such as “How satisfied were you with our products and services?” It is easy to understand and use by your customers. However it does tend to give a few misleading results because the scores can be somewhat inconsistent.

5. Customer Effort Score (CRS)

A powerful customer experience management metric that measures the ease of accessibility of your services to the customer, CRS requires you to prepare short survey asking questions such as “How easily did the company handle your issue?” and then follow it up by placing a short scale, ranging from “Very easily” to “Very difficult”.

6. Contact resolution

Contact resolution is a complex metric which is influenced by dozens of factors such as the level of your support team’s training, complexity of the call and type of transaction. The general rule of thumb is that the longer your customer holds their phone, or the more they send grievous emails, the poorer is your contact resolution.  

7. Net Retention Index (NRI)

NRI measures the number of repurchases or returning customers who conducted more business with your company. If you have a subscription based model, you can calculate your NRI by dividing the number of customers that extend their subscriptions by the total number of customers you have that subscribed to the service.

8. Upselling ratio

This is the ratio of customers who purchased more than one type of product from your company against customers who only purchased a single product. It may sound the same as the NRI, but it is slightly different, in that, it also takes into account the types of products your customers purchased with your company.

9. Omni-channel experience

It measures the success of your multichannel sales approach, whether you’re conducting business online, offline, on computer, mobile phone, on different channels – it really doesn’t matter. Omni-channel integration is not only difficult to handle, but also weighs heavily on the resources of your company. If it fails to provide a seamless experience to your customers, you’re obviously wasting money and ignoring potentially loyal customers. Customer experience management is all about picking your battles, and knowing where you can win.

Managing Multiple Customer Channels

10. Customer emotion experience

Using emotions to connect with your customers can definitely retain them for the long haul. There really isn’t one single way of measuring psychological values because they’re essentially intangible. You could assign a certain value to an emotion and ask the customer to choose from a provided scale. For instance, ask them the question “Do you love our product?” and then attach a scale providing both extremes to choose from, such as “I love it!” and “I hate it!”

After all love and hate are the most effective means of understanding emotions aren’t they?

What Makes a Great Customer Support Team?

Sometimes perfection fails to exist at an individual level; but when individuals who are not perfect, come to work together as a team, they can create magic. For a team to succeed it does not require flawless employees with everything being perfect. It just requires a bond between workers which allows them to work together to provide fruitful results.

Customer support is an important aspect of business which helps in turning every customer into an advocate for the brand. Even for brands that do not have high sums of money up their sleeves, customer support is a method they can employ to out-support the competition they cannot out-spend.

A great customer support team is an amalgamation of numerous shared characteristics and vision.

Here are some qualities that make a great Customer Support Team:

Operate as a Company

For a brilliant customer support team, their work is just not limited to a department. They work for the company and as the company. We have seen and heard of countless instances where customer support teams have saved the day for an organization at the hour of need. A customer support team vying to achieve greatness should think of themselves as representatives of the company to the outside world.

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It is them, who is in contact with customers 24/7. Top level management is not present at all times, and they have to make instant and result-oriented decisions in the heat of a moment. The liberty to make these decisions should be provided, which would help the team keep the interests of the customer above anything else.

Everyone Should be Kept Updated

Another important trait of a successful customer service team is to keep everyone within the team in the loop. Unity comes from clarity. There is bound to be friction and differences within team members if information is provided to only a few and hidden from the rest. Everything should be laid down in front of all team members, and all the team members should be directed towards achieving the goals in unison.

Study Data Carefully

Customer trends are every-changing, as there is no single trend which can be called everlasting. To remain on track with all recent and updated trends, it is best to study trends and reach conclusions based on the fluctuations. The latest trend in customer service is that customers want to know how their concerns and feedback are being addressed by the organization.

analyze customer data

Many a times, organizations ask customers to give their feedback, regardless of whether it is positive or negative. Customers that provide the feedback now want to know how exactly it is being catered to. Have their concerns been taken care of? Are there any incentives being offered on the feedback? These questions need to be answered for the customers to trust the organization. A customer support team, wary of all the latest trends and details will realize what the customer exactly wants and will deliver that to them. On the contrary, another team which fails to do the homework will not provide the customers with what they want and would later rue the low conversion rates.

Know How to Turn Complaints into a positive Experience

A good customer support team should know the art of turning a complaint or a bad experience into a positive experience. They should know that customers calling in with complaints are not frustrated with them but are just irritated because of the situation.

There are two ways of handling a complaint. You can either worsen the situation even more with ignorant reasoning or you can give the customer the understanding they require and go towards finding a solution with mutual agreement. The latter is without a doubt the better stance and an trademark of great support teams.

Handling a complaint might look like a hassle, but there are few directions you can follow to reach consensus. The CARP formula is considered as the best method of effectively solving a complaint and turning into a positive experience for both the company and the customer.

  • Control by owning the situation
  • Acknowledge problem or the issue
  • Refocus the conversation
  • Problem solution

Reach Out to the Level a Customer Wants

The worst customer support teams are those, which follow a script and do not do anything out of their comfort zone. A customer support team should know when and how to step out of their zone and to reach out to the customers level. This is exactly where the team’s communicative skills come into perspective. They can be developed and coherently taught during training sessions. Instead of using negative connotations such as ‘We can’t’ the team members should use phrases such as ‘Here is what we can do for you or offer you.’ With the proper use of positive terms, the customer will feel at ease and eventually adjust to the warm conversation.

Importance of Branding for B2B Companies

It is no secret that everything B2B companies do is to get more sales leads – we love conversions. Branding is a very misplaced concept; companies think that by spamming clients with information about their products and services, they are enhancing their brand experience. Customers however, want value proposition, they want connection.

B2B branding is more important due to proliferation of stakeholders for the following reasons:

Strong Influence on Purchase Decisions

The key to differentiation as per the notion held by business marketers is to provide quality, availability, service, and pricing. However, research suggests that business buyers decisions depend on the vendor’s reputation and are a lot less value-driven in comparison to customers. Branding was considered by B2B purchasing decision makers as a central element of a supplier’s value proposition. However, importance of brands varies by market. For tangible sectors, brands are perceived as more relevant, whereas in less tangible segments like financial services, they are considered less relevant.

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Missing the Brand Message

Not focusing on the elements that customers care about is one of the biggest blunders B2B companies commit. Customers care about level of specialized expertise, honesty and responsibility across the supply chain, whereas B2B suppliers focus on global reach, sustainability and corporate social responsibility. Lack of confidence in the brand’s value proposition may be the result of this discrepancy. If B2B companies want to stay relevant to their clients, they should refocus on the issues their clients care about.

content creation and ad creative infographic

Communicating a consistent brand experience is very important. A cross functional team should be developed for this reason, incorporating perspectives other than those from the marketing department.

Integrating Brand’s Image

All of the company’s marketing tactics need to integrate brand image. It will enable you to help the client get more leads. Making an advertising campaign integrating client’s brand image and conveying it in a way that provides personal value to the prospective buyer, will facilitate in getting you more than just a seat at the table and closing the deal. For communicating both business and personal values alike, time and space will be limited; therefore, it is integral to find the right balance between the two. Focus too much on one, and it will make you lose the other one.

Brands Drive Profits

In comparison to B2C purchases, B2B purchases arguably matter more. Buy the wrong toothbrush and you can always change the brush when it gets old. However, buy the wrong solar plant and it would affect your company’s earnings. Strong brands-known to make lives of people easier are sought out more and decision makers are willing a premium for them. Strong supplier brands may even aid companies in building their own reputation by association.

What is your opinion? How important is branding for B2B companies? Have you noticed different results by a lighter or heavier emphasis on personal value or brand image? To both companies and customers B2B is a source of tremendous value. To safeguard the assets, organizations need to be more deliberate about developing strategies and tactics.

Content Marketing – Is It Really Helpful For B2B Companies?

The number of business owners within the B2B platform participating on social media platforms is increasing day by day. B2B shows continuous growth in the areas of content marketing as seen in higher volumes of online videos, infographics and business blogs. Lead generation and increasing conversions via inbound methods comes easy to companies who realize content is king. The primary and most important goal of the business process – lead generation – is aided by content marketing.

Here are some Content Marketing tips for B2B companies

1. Effective Content is Required

B2B marketing techniques are viewed as rigid and structured by businesses with the traditional mindset. They still adhere to the techniques of direct marketing methods like trade shows, email blast and cold calling for lead generation. A company shares its content through printed material in direct marketing. The game for B2B marketers changed with inbound marketing. Inbound marketing attracts via online media techniques such as SEO, content marketing and SMO. A blog for your website is a top priority since success of inbound marketing depends on effective online content. Your business must prepare content that fits its niche and target audience.

marketing - lead generation infographic

2. Relevant, Engaging Content is the Key

Content creation does not happen easily; it takes time. Fret not about the depth of your knowledge or writing skills. Simply keep your audience in mind for effective content marketing. It assists you in creating engaging and relevant content that further piques the interest of your customer. When the content appears to the reader on a personal level only then leads will be generated. Your business needs to produce good content that resonates with, as well as educates potential clients, when lead generation is your goal.

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3. Shows Passion and is Consistently Branded

Inbound B2B buyers prove themselves to be a progressively savvy group who know that they want and where to find it inexpensively and quickly. It is integral for your blogs to be completely connected with your brand and what you represent, in order to achieve the full power of your content for lead generation. Prospective buyers want to know what you can do for them and whether or not you can do it better than the competitor. Contrary to the widespread notion that people buy what you do, people buy why you do it. Customers need to know what you stand for and why you stand for it. Since this sentiment resonates quite strongly with the B2B buyers, it serves as in important reminder while creating a blog. Your leads can see through your passion for your company and its products or solutions. The power of your content marketing affirms itself through your passion – this is something potential leads notice when shopping for their solutions providers.

Remembering the mantra “content is king” pays off in planning your lead generation strategy. The more likely you are to see increases in lead generation through content marketing, the more attractive content is to target market, and it should resonate to them on some level. Do not take the power of content lightly.

Top Platforms for B2B Content Distribution

B2B content marketing is on the rise. 2014 witnessed 58% B2B marketers increasing their content budgets, revealed the Content Marketing Institute.  Being involved with B2B content marketing for over two years now, what I have learnt is that brands with a solid distribution strategy are the winning ones. Understanding your company’s conversion funnel is the route to gaining success in B2B distribution. What are you looking for? To drive leads, facilitate reengagement, or build leads? The answer to this question is crucial for reaching prospects at the right time and the right place.

Here are the top 4 Platforms for B2B Content Distribution:

1. Facebook Sponsored Posts

Facebook upped its advertisement game during the last year, providing advertisers access to psychographic analytics. The Custom Audiences feature can be used to target users on the basis of their engagement with the site. Creating Lookalike Audiences matching the psychographic profiles of your current customers is easy for content marketers.

facebook custom audiences

Lookalike Audiences and Facebook Custom Audiences both are beneficial for mid to lower funnel content marketing activities. Reaching out free trial subscribers who are not converted yet to paying customers is one example. Quality of the leads you are able to generate will decide the success of your program.

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2. LinkedIn

For content marketers, there are three major beneficial content distributions opportunities on LinkedIn:

  1. Publishing– it allows users to publish posts onto the platform directly.
  2. Groups– the likes of Content Marketing Group.
  3. Sponsored Update– updates can be targeted on the basis of the employer and user’s job title.

effective linkedin marketing

LinkedIn has free group and publishing features. Even though sponsored updates are expensive in comparison to other social media platforms; however, LinkedIn’s professional audience targeting capabilities are incomparable. For distribution of lead-gated content, it is the perfect platform for whitepapers for instance, where the price you pay for a download is an email address.

3. Reddit Marketing

For the entrepreneurially inclined, reddit curate business-focuses, compelling content. Your involvement with this community is dependent on your success. However, Reddit users are intolerant of brash self-promotion; this platform is tricky with a rule of sharing 10 pieces of other people’s content on each piece of your own.

4. Sales and Account Management Teams

A direct line between your business and the outside world can be provided by your customer facing teams. To help identify questions that the potential buyers, your target audience, are asking, your sales team can be of great help. To find out about the issues your current customers are facing, consult your account management team. To create a content strategy, doing so can significantly helpful. However, in terms of distribution too, a strong, close relationship with both teams can pay huge dividends.

As new platforms keep emerging, success in content distribution is depends on trial and error. Do not be scared to test a paid network at a small budget; however, ensure that you have realistic expectations about your marketing goals and conversion funnel.

Fine Tuning Customer Conversations on Social Media

We’ve been in the go to market space for over 15 years and have seen countless enterprise projects who fail to adequately engage and interact with their customers online, especially in the last 5 years over social media.

Guide to Fine Tuning Customer Conversation on Social Media

Here are some tips that will help you master the customer conversation and build a loyal following to your business or brand:

1. Learn about your Audience

The key to success for any business in the industry is understanding their target audience using social media. With the help of tools like Facebook Insights in Hootsuite, it is possible to determine the age and gender of the social media audience, in addition to a number of other insights. Business can cater campaigns and product offers to their target audience using this knowledge, ultimately leading to a higher return on investment.

US Adult Facebook User Graph

Most businesses focus too much on trying to get social media followers to buy from them, use insights to learn what they will like and apply the data to improve conversations with them online, in email and for social conversations.

Reaching Consumers Through Social Media Conversations

2. Listen to Feedback

Social media allows the customers to provide feedback – positive or negative – giving the business valuable insight on how customers perceive the business and its offerings. Customers on social media will be more than happy to provide their opinion through posts and direct messages about what they like or dislike. For instance, many companies launch new products on social media to gauge how well it is received by their audience. One can also glean insights from conversation on how customers’ needs are evolving with regards to their offerings, allowing them to cater to their products and services better to customers’ tastes, preferences, and needs. New product ideas can also stem from this insight and optimised campaigns can be sent out to followers to improve reactions and comments.

3. Increase in Web Traffic and Search Ranking

One of the most important benefits of using social media for a business is the increase in web traffic. It helps direct people to the business’s website. Moreover, the higher the number of shares of a business’ posts on social media, the greater its search ranking and online exposure. Use keywords in your post title and subheadings for good results in search media optimisation. Use the data from Google Analytics and Google Webmaster Tools to understand what specific search terms were used to discover your product and service, and then educate sales people on these hidden opportunities to increase customer conversion rate to buy from your business.

4. Increasing Brand Awareness

Companies have managed to increase brand awareness with the help of social media with minimal or no budget. Traditional methods of advertising were associated with higher cost of brand awareness strategies. Marketing departments across countries are hiring community managers now in an attempt to increase brand awareness and reach through social media. These community managers foster relationships with the online audience scattered in different locations by developing conversations and engagement with your followers. Brand managers develop one to one interactions via chat, direct messages, email or social with the potential customer. The intimate relationship can be fine tuned by growing the follower base and looking at which demographic segment is growing the fastest, and then fine tuning a message that appeals to this audience.

5. Viral Content

Social media has made sharing content easier and faster. Companies now use social media for content curation or sharing content about their business in particular. All they do is share their brand on their social network accounts. However, companies should keep in mind that if they want customers to share your content with their followers, they need to ensure that their social media content is aligned to the brand and captures the attention of the audience.

6. Get Ahead of Your Competitor

Social media help businesses gain valuable information about their competitors, improving your market intelligence. This information will allow companies to stay ahead of their competitors by making strategic business decisions. For instance, through HubSpot and Hootsuite, businesses can create search streams to monitor their competitors. Based on the results your business can craft a more focused conversation for potential customers or offer a new product which the competitors are missing, thus improving business sales opportunities.