I had an excellent experience today and just had to share it with you. You may have heard the now infamous story about Morton’s The Steakhouse delivering by ‘Tweet’. It really set the stage for businesses to identify real-time marketing opportunities. More recently big brands like Oreo have achieved very successful results by utilizing quick response marketing tactics. So it made me smile today when my local bistro demonstrated how small business can use real-time marketing as well.
Social Media really is a game changer. Not only has it changed the way we communicate, it continues to shape our culture and our expectations. Consumers expect to be able to reach out to brands and businesses and have them respond. So when I made a Facebook comment today on a photo promoting a meal special, I was delighted when they pinged me straight back within a matter of seconds.
The quick response and real-time experience converted me from a fleeting commenter into a committed customer before I’d even had a chance to check with my wife if we had other plans. It worked so well because it was a perfect combination of:
LinkedIn describes Real-Time Marketing as marketing performed “on-the-fly” to determine an appropriate or optimal approach to a particular customer at a particular time and place. Bistro 75 nailed it. Now their content was the trigger, but what happened next was the most important part. The conversation (in real-time no less). They were publishing content they knew would generate a response and were waiting to engage in real-time. I love it!
Here’s a screenshot of the conversation
You don’t have to be a big brand with a marketing team to leverage real-time marketing. You just need to know your customers. Social Media provides businesses with an amazing opportunity to engage with and learn about their customers wants and needs. It also offers a direct method to address those needs in real-time.
Here are a few tools to help you to WOW your customers and prospects in real-time:
Facebook Pages Manager app
Hootsuite is a must for any business serious about Social Media marketing. You can use it to schedule your activity and streamline your workflow. You can also use it on your smartphone to manage multiple Social Media accounts and channels, plus it includes powerful analytics.
Set Google Alerts to monitor reviews, mentions, or complaints about your products and services. This is a great way to address any concerns immediately and engage prospects. If you have great products and services there is no need to worry.
You can use Clicky to obtain analytic data in real-time. You can also use it to backtrack links to identify the path visitors took to get to your site. This will give you great insights about your visitors.
You know what I think I liked most about the whole experience? It didn’t seem like marketing at all. It was very social, and that is how social media is meant to be. I have some great ideas about how small business can use real-time marketing. If you’d like me to help your business succeed in this space please contact me. I’d love to help. If you have enjoyed reading this story and found it insightful, please share it across your favorite social networks to help me and others. Thanks for visiting, reading and sharing.
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