Marketing Products on Social Media

Historically, product orientated businesses have struggled in social media circles. A focus on product promotion and sales have meant that these social presences have, historically, been very bland and boring. I mean, let’s be honest and acknowledge that a product page on a social network isn’t a top destination for people to go when looking for inspirational content. So, what can product orientated businesses do to build a more engaging and successful social media presence, without losing their mandate for sales and foot traffic to their retail outlets? Firstly, I suggest that you take a read of my last article, “Be Brave: Differentiate with Digital”, to come to grips with the importance of understanding your brand better. Every product has a brand persona that it portrays, whether it’s trying to or not. Doing the work to understand the brand will help you understand the best way to portray your brand on social media channels. Once your brand is clearly understood you should have a clear picture of the persona and differentiation you wish to display to the social media world. This will go a long way in informing your content strategy but there are a few more elements we suggest looking at to make the most of your social presence. Focus on your customer’s needs Too often products focus on functional benefits, like the features and prices of their products. Yet, we have never seen a successful sales strategy driven across social media that only promotes features and price. Instead,...

Designing a SMART Customer Experience

The digital world has disrupted our marketing worlds and changed the way business communicates with its customer. Social media has opened the door to two-way conversations, data gives us a better understanding of our market and mobile makes our message more accessible to the general consumer. Over the past few years we have placed much focus on developing digital channels to make the most of social media, mobile and data collection, however I believe that this focus has swung business to the opposite end of the pendulum. Focusing too much on digital channels and not the consumer themselves. Digital highlighted a primary shift that consumers wanted business to make. To become more relevant, personal, useful and thoughtful. To design products and experiences that are actually useful and exciting. In considering this challenge I have found that we need to redesign our customer experiences with these shifts in mind while still considering the person at the end of the experience. To find a balance between the physical and digital experience, to blend the two experiences into one serendipitous occasion that excites and intrigues customers. “SMART Customer Experience” is a framework that I have developed after research into a number of customer experience frameworks. It speaks to the technologies that matter and the need to find the right application in your experience. A simple acronym in SMART – Social, Mobile, Agile, Researched, Transforming. I would like to share three of these these briefly for you to consider in your customer experience design. Social ...

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