The extensive use of virtual resources and social media by people has a considerable impact on marketing methodologies employed by organizations. From a non-targeted advertisement like approach of trying to get the message across to everyone and hoping for a good conversion rate, the real-time content marketing automation systems focus on pitching for a product in real-time, in line with the customers' needs. Social networking platforms have made this possible. There are certain factors that organizations need to consider to make their real-time content marketing solutions more result oriented. Here's a detailed look at the same.
1. Respond to customer comments on social media
This forms the crux of real-time content marketing. Automation of the same calls for picking up keywords from the stream of data on social media. In response to keywords in the messages, make available information through automated systems. The key here is a real-time response that is appropriate in accordance with the customers' needs. Emphasize on making the response specific to people's requirements.
2. Customize the content
Just as one size does not fit all, marketing campaigns for different customer segments ought to be different. Pitch for sales of products as per people's requirements. Customization of content for automated systems is essential. Program the system to factor in different parameters before giving out a response. Customize the response for customers. This works in overcoming the challenge of low conversion rates.
3. Collect and analyze data for result-oriented campaigns
Campaigns cannot be effective without analysis of data and working towards better conversion rates. Study the trends in conversation rates against the number of people who were contacted as per their messages on social media platforms. Compare the success rates of all campaigns. Understand the reasons behind lack of success on other marketing messages. Introduce changes or remove them completely from the automated marketing system.
4. Never intrude into customers' space
Real time systems should not degenerate into stalking bots on social networking platforms so as to respond to every comment that people make. Do not treat potential customers with spam. Build a robust automated system that differentiates between conversation on a subject and the need for more information for a purchase. Maintain a database on customers contacted over a period of time. Make provisions for not contacting a person again before a particular duration of time unless more information is sought by the potential client.
5. Acknowledge appreciation
This is a method of cementing the bond with a satisfied customer. The organization must make it a point to acknowledge good reviews on discussion and social networking platforms. Keep such customers abreast with the latest services and products on offer.
Marketing thrives on innovation. It is about spotting the right opportunities and responding in time to make the most of them. Even when the platforms for interaction have changed and more information is available about customers, prompting organizations to take to real-time content marketing, the basic rules remain the same. Market the content to the right audience and package it as per their needs. No challenge will then be an insurmountable mountain.
About the author: Margaret is a blogger by profession. She loves writing on environment and technology. Beside this she is fond of books. She recently did an article on glenlivet scotch. These days she is busy in writing an article on reverse trike.