Be where your customers are… Mind-blowing isn’t it. I hope I didn’t set your expectations too high with that title!
When I’m discussing social media communications with clients, one of the concerns they often have is that their customers may not be active in these spaces. It’s a valid point and one that is worth spending some time on. I was recently talking to a client of ours in the plant hire business. They weren’t sure if Twitter was going to be of use to them as a business. As we discussed this in their boardroom, a client of theirs pulled up outside in a van and walked into the hire showroom. This was clearly a ‘man and his van’ outfit. Lets call him Derek’s Diggers for the purpose of this post.
Derek and his small business are going through a tough time at the moment. Work is not easy to come by, there is an awful lot of competition and he needs as many ways of reaching his target audience as possible. You can bet he is probably networking, putting leaflets through doors, maybe cold calling and in this day and age if he isn’t active on sites like Twitter yet, you can bet he will be within a year or so. For the small to medium business without large marketing budgets, social media is seen as a relatively cost effective way of marketing. In the majority of cases these sites have free signup so Derek can start to build his following and create business opportunities in a tough market.
I asked my client if they had an email database of their clients? The answer was yes… I went onto explain that looking after clients in social media space provided another, excellent way of reaching out to these important people. By finding and following these companies/individuals on sites like Twitter, they could spend time understanding their prospects businesses, adding value to the relationship with them and ultimately build stronger and better relationships. The penny started to drop.
Your clients may or may not be on sites like Twitter and Facebook, Google + or LinkedIn, but before you discount any of them from your comms mix, make sure you spend time finding out. I truly believe its hard to put a value on retention of current clients, not to mention finding the new opportunities that lie within these exciting online platforms.
Why not spend some time today seeing who’s active locally on Twitter: https://twitter.com/search - Use the advanced options to play with your postcode settings. Try your clients names, both personal and company (I find searching for these in Google is often easier than Twitter itself). Once you’ve found your clients, put them into a list using a tool like Tweetdeck or Hootsuite and keep a close eye on what they are saying, so you can be the first to congratulate/help/just say hi occasionally. Do the same on LinkedIn, Facebook and G+ and I assure you, you’ll reap the rewards over the long haul.
Now Your Thoughts
• Where do you find the majority of your clients hang out? Is one platform better than another for you?
• Do you have any other tips for client retention?