The following presentation was made to cloth diaper industry professionals at their 2010 Real Diaper Industry Association annual meeting, October 15, 2010, in Las Vegas, Nevada.
FIND THE CUSTOMERS
You are going to collect information about your leads, so you need to track that info well. You need to use it to figure out where your customer are both in the sense of where they are in the buying cycle and where they are online.
If you are only just now choosing a CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM (CRM), choose one that allows you to add notes and track other details.
I have my client contacts in Highrise, which is free and far from sophisticated, but it allows me to attach tasks to clients, and it does show me their tweets in real time.
If I want to see where my customers are, so I have a better idea where to go to talk to them, I use Flow Town. I can group clients then FlowTown gives me a picture of who they are. [FlowTown has since discontinued the functionality shown in the slides. I no longer use Highrise either, as updates to the service have been discontinued. Now, I like Nimble as a simple CRM.]
Then, I use FlowTown to feed MailChimp, and I can focus my messages on where they are.
I put all of you in FlowTown, so I could show you how useful it is to find out where your customers already are. Frankly, I find FlowTown creepy, but it’s useful.
It isn’t possible to follow the same steps as your competitors and find your highest potential success. You need to distinguish yourself. You need to know and build on your strengths, your USP (Unique Selling Point). You need to have a solid understanding of your product position.
You can’t do it all! That should be a relief. Don’t even try.
Keep a running list of the issues that you want to address, along with everything you want to try eventually, but choose 2-3 issues to work on now.
Start with a LACK.
Do your customers lack knowledge?
- Create content that gives knowledge,
- Spread that content on social media, and
- Measure reach.
These are really quick plans of action.
Customers lack funds?
- Put your best value product on your front page,
- Determine any barriers to use with your best value product and start writing about the solutions on social media,
- Make a video about how to use your best value product.
No second sales?
- Call/email/DM customer 10 days after shipping product to check in & answer any questions,
- Take the answers to those questions and create more content around them,
- Promote that content on social media
Customers aren’t following you on Twitter?
- Add a field for Twitter ID to your check out,
- DM each customer and invite them to follow,
- Give shout outs to customers.
I’ve observed manufacturers doing this, posting when they ship wholesale orders. Effective? If nothing else, this kind of social proof (proof that others want, which helps more people want) goes a long way to ease them onto the slippery slope of customerhood.
If what you try doesn’t work, adjust.
Once you have a handle on it, go back to your list and address another lack.
Next, we inevitably must measure social commerce.