Tip: Install a Facebook pixel on your website to track how your ads affect customer behavior, and retarget your ads accordingly. Over time, Facebook will learn which users are more likely to click your link or buy a product, and ensure that your ads are delivered to the people most likely to convert into solid leads and sales.
Measuring signups for a new expert webinar series? Facebook and LinkedIn will help spread the word.
Working to maximize donations at a charity fundraiser? Good social targeting will help you reach the big donors.
Attending a trade show to collect high-quality leads at a trade show? A mature social media strategy will enable you to leverage influencers to amplify your message and bring attendees to your booth.
Few companies are meeting those expectations.
A recent Sprout Social study found that customers want responses to social media companies within four hours, but yet the average response time is 10 hours.
This isn’t just a minor irritation for your customers — it directly affects your profits. A Twitter study showed that customers are willing to pay almost $20 more for future tickets when airlines respond to their tweets within 6 minutes.
This isn’t just an isolated data point, either. Study after study has shown that consumers reward companies that respond to customer requests and complaints. A strong and engaged social media marketing presence will help you keep customers happy, and keep your public image positive.
That shows customers you value them, not just as a source of revenue, but as people. Customers will begin to see you as an entity that cares about them, and has values, personality and vision. And in a competitive market, that can make a huge difference.