CEO Robert Alexander is ready to “scale up” the Washington, D.C. metro area’s largest luxury transportation operation for more client segments.
Social listening is all about monitoring your channels and responding to visitors on your page. It is CRUCIAL you respond to ALL comments, good or bad. This is your opportunity to make the customer feel heard, thus building their trust with you. You should respond in a timely manner. I usually say within four hours for Twitter, and within the same business day (no later than 12 hours) for Facebook.
If the comment is positive, a simple “Thank you [FIRST NAME]. We’re so glad you love [PRODUCT NAME]!” will suffice.
However, if negative, you will want to cover a few steps. First, be empathetic. The customer wants to be acknowledged and the problem to be fixed. Be human. What would you want to hear if you were upset and unsatisfied? Publicly acknowledge the customer’s frustration, and then move the conversation into a private channel, whether a phone call or direct message.
Social Listening is also great for identifying product gaps. Let’s say you are a two-car operator with no party bus options. Are parents asking about party buses on your channels for their child’s prom? Bachelor parties wanting a party bus to take them around town? You may want to consider a party bus as your next big purchase.
By following these steps of Social Listening, you are managing your reputation, increasing retention rates, reducing refunds, and identifying product gaps.
The next step is social influencing. This is all about boosting your sales INDIRECTLY. The key to this is to create authoritative, relative content that people share to their friends on their own personal social media accounts. This creates exposure for your company, and when people click on the content, it leads them to your website, creating traffic.
It’s all about creating resources that show you are the expert in your field. Blog posts are great for this kind of content! Make a post about the “Best Places in [YOUR CITY] You Can’t Miss” or “5 Things Every Bride Needs to Know About Wedding Transportation.” End the articles with how you can assist with the subject matter.
Following our example, you could end the first article with, “See the city with those who know it best. Book with [COMPANY NAME], and we’ll get you to all the sights!” End the second article with something along the lines of, “Don’t stress, check one more thing off your wedding checklist. Book with [COMPANY NAME] and we’ll make sure your big day goes off without a hitch!”
By following these steps of social nfluencing, you are increasing engagement and website traffic, as well as creating offer awareness.
Social networking can be a little trickier and takes time and patience. It’s all about the PR side of your business.
Ideally, you want to earn media mentions. This could be through podcasts, newscasts, mentions on Facebook, a commercial on TV, etc. Our industry is pretty unique, so I would aim for commercials and mentions on Facebook. Remember, you want to showcase your brand on platforms that not only have a wide reach, but also full of people needing your services.
You also want to look into strategic partnerships. For example, build relationships with bridal boutiques in your area. While the bride is looking around at dresses, she’ll notice your wedding transportation and it could just lead to a new customer.
By following these steps of social networking, you are generating leads and growing your brand’s presence (both online and out .
You’re probably thinking, “FINALLY, sales!”
This is all about leading with content so you can get a potential client’s email address that can be added to your hit list. You first do this by offering a free product (blog post, checklist, or PDF), but before they can access it, they must provide their email address. You just need to be sure the content is valuable. If so, then they will view you as an industry expert and want to do business with you.
By following these steps of social selling, you are generating leads and growing your email lists, upselling, and increasing your buyer frequency.
Take time and reflect on your social media presence. Are you doing everything stated above? Are you listening to what your customers are telling you? By reflecting on your presence, you’ll be able to get a better grasp on how you can grow your business through just a few apps.
Fo Mo Info: Social Media Marketing Strategies
Bill Faeth is the founder of Limo University (www.LimoGrowth.com), Inbound Marketing Agents (www.inboundmarketingagents.com), and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest into educating and training operators on how to grow, manage and sustain a more profitable business. You can reach Bill at [email protected] For more columns and blog posts by Bill Faeth, click here.
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