The turbocharged evolution of online business technology platforms has seen companies like Google, Facebook, LinkedIn and Twitter change the way businesses now research, find, interact, communicate, educate, build relationships and stay connected with clients.
Clients now want and expect choice in today’s environment and being proactive to meet these shifting expectations is an integral part of growth for any business. The sophisticated technology platforms now available are enabling new and smarter ways to acquire and engage with clients and are driving business owners to re-evaluate and adapt their marketing plans accordingly.
A quick look at some of the current statistics shows just how rapidly consumers are embracing the ease with which they can research, compare, and buy online, not to mention access news and information. According to Australian Bureau Statistics, Australian businesses received orders worth an estimated $237 billion via the internet in 2011-12, an increase of 25 per cent from the previous year. By 2015, it’s has been reported brands will be generating 50 percent of their web sales through social media and mobile platforms.
We are well aware of the critical role electronic devices and technology platforms play in our daily lives. But why should this influence your business operation now and into the future? Let’s have a look at a few examples.
Targeted communication strategies and data tracking
Technology platforms offer the ability to view and analyse client interaction and trends in response to online communication and marketing, as well as direct access to valuable market insight into your business/brand/service. Data is the new currency and the revolution in data measurement can measure the effectiveness of your current communications like never before. It will also point to how your clients will make buying decisions in the future.
Data such as the number of times a communication piece is opened or shared with friends and family, how many times a link is clicked, or the response to a particular service or offer, will help you identify, shape and target future marketing strategies based on the needs and wants of individual or groups of clients.
This data, combined with powerful business tools can help a business understand what its clients are thinking and what drives their engagement with you, resulting in strengthened relationships, enhanced client interaction, increased lead generation and growth in business revenue and productivity.
Reach new clients through online methods
Technology platforms also give businesses the ability to find and target new prospects based on information found on social media. A business can segment search results based on age, gender, geographic region, marital status, interests, educational level, workplace and more. This data can be used to drive effective targeted brand awareness strategies and campaigns to an ‘online community’ who will most likely be interested in the products and/or services you offer.
Online communities are not separated by generational or geographical boundaries but are bound by the opportunity to stay ‘in-touch’ with people with similar likes and interests, as well as businesses that offer relevant content and information specific to their needs and interests. These technology platforms allow individuals to stay informed via ‘real time’ news and information feeds anywhere, anytime from the businesses and sources they choose.
Social media gives clients the ability to share your educational articles, stories, pictures and videos and post their opinions and personal experiences about specific brands, products and services via a range of online methods.
Social media takes time
Beth Canter, titled the ‘voice of innovation for social media’ by Business Week, says it takes a minimum of 16 hours a week to manage a social media site effectively for a business. Now, there are ultimately three options a business can take:
- ignore social media, which in my opinion is detrimental to any business wanting to engage clients and grow the asset of a business;
- re-allocate existing resources or employ another staff member to manage a social media presence; or
- outsource social media management to a specialist in online media strategies.
Outsourcing your online presence to specialists who have the experience and knowledge to deliver effective targeted results will establish your brand, service offering and value proposition front of mind with clients. Therefore, at a point in time when existing and prospective clients are searching for a solution or looking to refer a friend of family member to a service or product within your business scope, your brand and business will be top of the list, as opposed to your competitor’s.
By integrating ‘traditional’ media with these new media platforms, your business can further expand visibility and exposure of your brand and enhance the quality of your client service offering. Social media gives you the ability to communicate with your clients on a platform that is already a part of your client’s everyday lifestyles, delivering support when they want it and through the channels they prefer.
To learn more about technology platforms or how you can engage your clients through social media and develop targeted communication strategies, visit Platinum Partner Program or click here to have a specialist contact you.
Robbie is the Founder of Robbie Bennetts Enterprises (RBE) and former Group CEO Strategy and Development for Professional Investment Holdings Limited. He has been involved in the financial services industry for over 25 years.
