As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Sprout Social is mentioned in chapter 1 – Listen Perceptively. Enjoy the below post from Andrew Caravella, VP of Marketing from Sprout Social.
Customers of all kinds often turn to Twitter to reach out to their favorite businesses with questions, compliments and complaints. Once your business establishes a Twitter presence, you have an opportunity – and an obligation – to market your brand to your followers. While it may seem intuitive for a business like yours to engage with customers within the social sphere, in reality, it happens less often than you might expect. The truth is only 20% of social messages requiring attention are answered. Consider that stat for a moment…imagine calling your favorite local business only to have them pick up just one out of every five times? What impact would that have on your affinity for the business and how would it affect your likelihood to engage or buy their product? Exactly.
Each month, an average business receives 60 brand tweets warranting a response for every 1000 followers they have. These customer-initiated messages can be on a range of topics: to share a positive experience, to lodge a complaint, to ask a service-related question or to gleefully share a purchase. Whether you receive one message a minute or one message a month is not as important as how you address each social interaction.
As people reach out to your business on Twitter, whether a team of one or many, you must plan ahead and have a strategy in place to proactively and reactively manage this important channel. While many brands have laid the groundwork by creating handles, staffing social teams and starting to utilize technology and tools that help attract new audiences, opportunity abounds when it comes to proactive and ongoing engagement. To help with that process, I’ve outlined a few tips to get you started.