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There are books that serve as guides for every life decision. Some people turn to Dickens for fortitude, to Wilde for a good laugh, to Poe for a scare. Marketers, too, can learn a great deal from the life stories of certain characters in fiction. Here are four lessons I’ve picked up from some of my favorite novels and how they can improve your social CRM.
I remember a time when Facebook, one of the early pioneers of social media, was exclusive to college students. But it didn’t take long for the company to realize its global influence and addictive pull. The students-only policy soon changed to include everyone: small and large businesses, community groups, your parents (gasp!) and even advertisers.
Many companies use content marketing as a lead generation strategy. However, content can also be used to develop and support customer relationships. Engaging customers throughout their journey is essential to building engagement and customer lifetime value. Content focused on supporting key stages in the customer journey can deliver value and provide key engagement points.
Lead generation versus customer relationship management
Lead generation is all about customer acquisition, whereas customer relationship management is about engagement across the customer lifecycle. Effective customer relationship management can bolster customer lifetime value and increase customer retention rates. Customer retention rates are a metric that can be influenced and it’s a proven fact that retaining a customer is less expensive than acquiring one.1 Despite this, about half of companies focus on retention compared to companies that focus on acquisition.2 A carefully constructed content marketing program can allow a company to focus on customer retention and customer acquisition, thereby stretching marketing dollars further.
Content marketing is one of the leading sources of generating website traffic. When content marketing is analytically keywords-driven, it is a proven source of search engine optimized page rankings.
It is no longer unusual for companies to be on social platforms to connect with online communities. Social Customer Relationship Management (SCRM) is a rapidly growing tool to continue business growth. Several active companies are using social to introduce products and ideas, contribute to industry-related conversations and communicate with customers. It is fairly simple to be involved, but more challenging to gain viral attention.
Social media has become a critical channel for marketers. Three out of four marketers say that they are using social media. Social media has become a productive B2B channel for many marketers, with 43% of companies saying they have found a customer through LinkedIn.
With the advent of technology and so many new channels to reach customers, it’s no surprise that marketers say lack of resources is their greatest challenge. In a recent study, marketers cited lack of time and too many priorities as their greatest challenges.1