This past week, I actually was looking forward to running an errand to pick up food at the market. How many of you can actually say that? I needed to go to Trader Joe’s for some fill in items. I always like going there for a quick short cup of fresh brewed coffee – free. It is a small cup so I treat myself to the half and half they have out.
Yes – this is a great example of a customer or user experience. Now I wonder … did anyone in the Trader Joe’s Executive Team sit and wonder, “Well if we give out free coffee to our shoppers, it cost us X dollars, but we will see an increase of Y dollars.” I highly doubt it. It would be near impossible to track.
Customer experience – how important is it to individuals’ purchase decisions? Doesn’t a user experience help to define the persona of a brand? How vital is a brand persona to our purchase decisions?
Now, let’s relate this same scenario to social marketing. Social marketing should be used as a brand tool to strengthen user experiences. Use it to understand your audience by monitoring them. Use it to engage with your audience. Make them feel comfortable with your brand. Win trust. Build relationships. There is no doubt that social marketing can optimize your audience’s user experience.
So lets stop and ask the same question as in the Trader Joe’s example. What is the ROI of a great user experience? What is the ROI of social marketing? Shouldn’t every brand look to make their customer experience fantastic? So fantastic they win customers. So fantastic that get customer emotional bond to their brand. Fantastic such that the customers want to share their experiences with their family, friends, and colleagues.
As the use of digital technologies and mobile devices continues to increase, social marketing is another imperative touch point for target audiences. Think about how you can enrich user experiences with social marketing.
Make It Happen!