Digital marketing can help a business expand its online presence and gain more customers. A key element of the marketing strategy is customer interaction. The current generation of consumers is almost always connected to the Internet via smartphones, tablets, or other connected devices. This scenario creates an array of new opportunities for companies to interact with customers and strengthen business-to-customer relationships. Below are several top digital marketing tactics to enhance customer satisfaction.
1. Engage in social media platforms
Social media platforms like Facebook, Twitter, and Instagram are now highly popular online business platforms. By now, most people are familiar enough with social media sites to comfortably share thoughts and feedback. It’s where businesses can expect to get honest reviews for products and services and respond to customer demands.
A company can create a fan page where clients can access its latest updates on events and promotions. Social media pages also allow customers to easily share information within their circles; if a workforce is creative, it might even get videos or ads to go viral, further strengthening its online establishment.
2. Add interactive content on websites and in emails
An enterprise can use interactive web elements to engage customers, whether on its website or in targeted emails. The idea is that through business-to-customer interaction, a firm can better understand customer needs and gain valuable information to help improve its offerings. The other benefit is that through more personal interaction, customers will establish more trust and loyalty in the company.
There are many effective interactive elements for websites, including polls, maps, surveys, galleries, and chat bots. The type of interactive content depends on business needs. A technology-based company might have a forum where clients can discuss issues or troubleshoot problems; a retail site might have polls that ask for a customer’s preferred clothing for the season. Further, sites can offer incentives for customers to share their information; e.g. in exchange for exclusive promotions for select services and products.
One example where interactive digital marketing is excelling is Travelocity. Travelocity uses Adobe marketing suite to gather customer preferences for destination, dates, and pricing. Then it uses that information in targeted emails to invite customers to return to Travelocity’s website to create new bookings. The obvious benefit is that the company increases its return on investment. Yet behind the scenes, the company is also enhancing customer satisfaction through effective interaction, personalized promotions, and improved services and offerings.
3. Improve customer reviews
Interactive web platforms makes it more convenient for customers to review business products and services. This is a beneficial element of digital marketing, as businesses can use reviews to continue building their existing foundation.
The other perspective is that customer reviews are often used by new clients to gauge an unfamiliar business, especially retails. For example, people who are exploring new restaurants in the area might use Yelp as one of their main references for decision making.
It’s important for a business to proactively address consumer reviews as part of their digital marketing strategy. For example, a company can leverage a white-hat social media reputation management platform like uReview. uReview allows clients to monitor its customer testimonials via a central reporting dashboard so that they can respond to customers in real-time; when a customer shares a positive review, the business can respond with an immediate thank you; when a customer suggests an improvement, the business can send a note to appreciate their feedback or take other appropriate actions. The result is faster response time, which can help a business establish better customer relationships.
Customer-first digital marketing
Digital marketing offers businesses many choices to improve its online reputation and customer relationship. Strategies like social media marketing, increased web interactivity, and customer feedback management can strengthen business-to-client relationships and help gain new clients. A customer-first digital marketing is worth the effort — the long-term benefit is customer trust and loyalty.