Tag Archives: customers

Anyone attempting to market on Facebook has to rely on engagement if they want to be successful. What you need are fans that return to your page and engage with your brand. This takes building and fostering different relationships with your Facebook audience.

The best social media campaigns on the web are able to leverage Facebook fans and create real relationships. When fans begin looking forward to your content and repeatedly engaging with your page, you can begin moving more and more people into your funnel and ultimately converting more fans into legitimate customers.

Relationship-building is something that’s incredibly important for any type of business out there, no matter where it’s operating. It simply takes on a bigger importance when you’re advertising via Facebook. So as a business, you have to create and maintain relationships through your advertising.

Ways to Gain Meaningful Relationships through Facebook

Become a Real Business

One of the first steps you have to take to ensure that you’re building proper relationships is to create a real Facebook business page. Becoming a legitimate brand is a lot different than being an everyday Facebook user. You’re not just providing material for the fun of it; you’re directly catering to a niche with specific material that’s meant to inform. It can still be entertaining, and in fact it should be. However, you’re after business-customer relationships, and that requires you to first set up a legitimate business presence and not a basic profile.

Work to Keep People Engaged

One of the mysteries you’re going to have to solve is figuring out how to keep people engaged with your brand. If you’re selling antivirus software, for example, you’ll have to reach your niche on their level, providing for them what they need. Videos of your software in action, testimonials, and special features about your product will draw more people in and create more engagement. Each piece of material should provide something for the niche’s benefit, and once they engage with you, be sure to engage back with them.

You should also think about content beyond your actual product. Write about anything that makes your potential customers’ lives easier whether or not it’s exactly what your business is offering. In the antivirus example, this could be guides to minimizing the risk of harm (where you obviously can squeeze your product in if it fits the general topic).

Create Reachable Goals

Another way to work on building meaningful relationships via Facebook is to work in increments. You want to create goals that you’re able to reach. For example: With a new ad you’re launching, set a goal of getting 5% more engagement. Even the best Facebook ads won’t give you incredibly high engagement numbers or allow you to reach all of your fans, and attempting to reach everyone in one push may cause your material to suffer. So work with set, reachable goals in mind.

Focus on Quality Content

Making sure that you post high-quality content is going to help you succeed on every level. First and foremost, quality content is more immediately appreciated by your fans, and once Facebook notices this, your content will be delivered to more news feeds of more of your audience. Quality content also keeps your fans wanting to come back. If you’re providing something of worth for them, they’re going to consistently return to see it. This is how healthy relationships start in this type of business.

Tune Based on Metrics

Focusing on various metrics will allow you to view the progress of your relationships, and this will subsequently help you to fine tune your approach to better cater to your base. Pay attention to the overall number of likes you’re receiving, the number of interactions on your page, and also the number of signups and requests you’re receiving. What kind of actions are taking place on your site? How many of your fans are taking these actions? This allows you to tighten up working areas to work better, while fixing or eliminating ineffective areas.

Having fans is one thing, but building relationships with your followers and keeping them engaged means far more brand recognition, much more respect as a business, and more customers ultimately purchasing your product at the end of the day.

Author:  Eric Taylor is a social media enthusiast who likes to share his views on the latest happenings in the field of social media. He works as freelance writer for Qwaya, a Facebook ad campaign tool that concentrates on building tools for social media marketing. Qwaya also provides high quality information, tools and up-to-date news about social media marketing strategies, most specifically in Facebook.



Like most of you, I am continually bombarded with articles and blogs claiming mobile, social and data will “forever change the way we do business.” So why would I write another one? I take issue with most of these articles because few actually dig into specifically how these buzz words will change our lives. I have an iPhone, I use social media and I'm sure there's all kinds of data about me floating around the Internet. I want to know how each of these is being used to sell to me better, make me buy more, or otherwise affect my behaviors.

With that in mind, I recently reached out to five top analysts in my field to garner their thoughts on how mobile, social and data will impact customer relationship management specifically. We came up with a list of what we are calling CRM's Next 5 in 5 – a play off of IBM's five innovations that will change our lives in the next five years. My colleague Lauren Carlson devised a similar report last year, so I wanted to update her findings.Future of CRM

For this article, I consulted with each of the following analysts:

• Denis Pombriant, CEO of Beagle Research Group LLC

• Brent Leary, owner of CRM Essentials

• Esteban Kolsky, principal and founder of ThinkJar

• Brian Vellmure, CEO and founder of Initium LLC / Innovantage

• Paul Greenberg, owner of 56 Group LLC

 Here's a list of specific aspects of mobile, social and data they see impacting CRM software during the next five years.

Curating Technologies Will Siphon Data for a Specific Business Goal

As we all know, Big Data means nothing unless you can actually do something with it. But there's so much out there, it's difficult for a business to know what pieces they can use to actually grow their business. Do they want to generate leads? Garner market intelligence? Develop their product?

Curated data services will start with the business goal then filter out the data that achieves it. Let's say you wanted to better score and generate leads off of your website visitors. One technology could, for example, automatically score site visitors as a lead with Dun and Bradstreet, social media and IP address information. Then adjust that score based on how they interact with your website.

In the hypothetical above, sales reps might be alerted through their CRM if a website visitor at that moment is in their buyer persona sweet spot, on the site for the fourth time that day, and just emailed a white paper about your product to a colleague.

Companies Will Leverage Contacts in New Ways with Crowdsourcing

Customers and clients are paying less and less attention to traditional marketing and sales strategies, such as television and print. Just take a look at this recent report showing a huge disparity in marketing spend between traditional and digital channels.

What customers do pay attention to – particularly in today's social and Yelpified world – is what their friends, family and contacts say about your brand. This is where crowdsourcing comes in. It isn't a new concept, but technology developers will come up with services that empower customers and contacts to be personal brand advocates. This could layer in gamification elements, but the idea is leveraging contacts to market your brand for you.

Social Media Will (Finally) Directly Prove ROI

Many of you out there will probably fight me on this, but I still struggle to see the direct ROI in social media. For me, it's a wonderful tool for relationship building and staying “in the know.” But generating leads off the channel is still cumbersome and inefficient because it's a mostly manual process – if you do it at all.

There are definitely some products out there innovating in this space, but they face one huge challenge. The data needed to automate this process is accessed through open social APIs – these are evolving so quickly that the data is often imperfect and unreliable. As these APIs improve, technology developers will innovate new products that leverage social data to generate leads and produce revenue.

Voice-Enabled Technology Will Mobilize CRM

Many CRM mobile apps today essentially work and function much like the desktop version. They might be optimized with slimmed down dashboards and navigation with swiping and pinching. But they still require a lot of tapping and fishing around various pages.

Voice is one way to work around to this. Apple innovated in this space with Siri. But I can't count on one hand the number of times I've seen comedy sketches poking fun at her for getting commands hilariously wrong.

Eventually Natural Language Understanding – the algorithms that understand not just what is said, but the context of it – will perfect voice-enabled navigation. Once they do, CRM developers will feel more comfortable leveraging that technology in their mobile experience.

Predictive Analytics Will Improve Personalized Marketing

Predictive analytics tell companies what a customer is likely to be attracted to based on their past behaviors. We see early versions of this from Amazon, which suggests products based on what you’ve already purchased or searched for.

Uses for this intelligence will continue to improve so personalized messaging, offers and deals will happen right at the moment when there is the greatest opportunity.

Imagine, for example, that you go to a clothing site and add five items to your cart. Five minutes later you navigate away from the page without buying. In the future, you might receive an email or text message a minute later saying “Buy those five items now and get a 10 percent discount and entry into a drawing for an iPad.” This wouldn't be sent to everyone that abandoned their cart. Just to me because the site knows from my history I only buy sale items, or shop when there's a special; and I enter every contest. Additionally, I'm a loyal customer and a big spender. It makes sense to spend money marketing to me.

These are just a few of the specific ways our experts see mobile, social and data changing CRM in the future. What do you see in your crystal ball? Join the conversation with a comment here.

Guest Author:  Ashley Verrill is a market analyst that writes for the Software Advice website. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor's degree in journalism.


There's no point sending out an email with a subject line that doesn't grab attention, speak to the readers, and compel them to open and read the rest of your email. Yet the subject line is all too often an afterthought -- written in just a few seconds, after the body of the email has already been finished. Much like a headline on the front page of a newspaper, an email subject line is your best chance to attract the reader, and it can make -- or break -- your email campaign.

Let's explore what makes for a successful subject line.

Aweber, an email marketing company that has studied millions of subject lines, lists its most effective subject line to date as, quite simply: You Are Not Alone.

Why does this subject line work so well? It's all about the "need to belong," according to Sean Platt in a post on Copyblogger:

"I've seen this subject line used successfully on emails ranging from content marketing to personal development to potty training, with a dozen verticals in between. The results are always the same. I don't want to be alone is a compelling, universally recognized statement. The need to belong, to know that others are going through the same life experiences, is primal."

Besides using "You are not alone" as the subject line in your next email marketing campaign, here are some tips to help you create a strong subject line that boosts your open rate.

Be Relevant: What’s a hot button for your readers? You need to know what’s going on in their world to grab their attention. Try incorporating a relevant and timely item in your subject line.

Be Clear: Don't get too clever with your subject lines. Be clear, and tell the reader what to actually expect in the email. An article from MailChimp sums this up nicely: "Don't sell what's inside. Tell what's inside."

By the Numbers: Including a number in your subject line can make it seem like the content won't ramble on forever. “4 Ideas for Improving Sales Today,” for instance, makes me think, “OK, I have the time to look at four ideas and maybe get a good one or two.”

Active Is Better Than Passive: Subject lines that lead the reader further into the email, that suggest action, are better than subject lines that go nowhere. Have the subject take the reader by the hand into the text. Be active.

Word Count Counts: Conventional wisdom tells us that a subject line that works is only 5-8 words and 40 characters long. Think of passing a billboard at 60 mph, or a bus with a banner on the side passing you on a crowded street. Similarly, Microsoft Outlook, Mac Mail and just about all email applications display only the first few words on a subject line, so make sure yours is short and sweet.

Test and Test and Test:  A/B split testing doesn't have to be overly complicated. Just try the following: If you want to see what subject line is getting the best results, write two. Take 25% of your mailing list, split that in half, and send one subject line to Group A and another to Group B. Wait a few days and then look at the open and click-thru rates to see which performed better. Use the subject line that performed better for the remaining 75% of your mailing list.

For inspiration, check out some of the best and worst email subject lines from a comprehensive study by MailChimp of over 200 million emails.

What other email tips have worked for you?

Guest Author:  David Grebow is a freelance small business journalist who writes for Vistaprint, a leader in custom websites and other marketing products and services for micro businesses all over the world. David holds an MBA from Harvard, and has written for Harvard Business Review and The Economist.