Operational conversation management
In this phase, we aim for a strong engagement with our consumers. Once consumers start interacting with our brand, it is useful that we have the possibilities to engage in dialogue where necessary. Provide a person or team that is ready to respond to the interaction. This requires speed, empathy and willingness to listen.
4. From likes to ambassadors
The last phase is probably the hardest step. Here the goal is to build a small army of ambassadors . Here the question is no longer: 'what do we need to say to win the hearts of the fans?'. Now the question is: 'what do we want our fans to say about our company?' There are a number of things we can do to succeed in this endeavor:
Involving customers
Once people start thinking along with a company, engagement increases automatically. People need to feel involved to create an emotional bond. Content marketing is therefore not just about sharing content, but also about asking questions to customers.
If you need strategic and in-depth input, you need input from a niche group of fans. This requires real fans and people with knowledge of the industry or the product involved. The best way to approach these people is through a closed community. This offers the opportunity to work in depth with a limited group of people.
Questions & Answers
Occasionally ask your audience relevant questions as described in the first bullet. belgium telegram data Once people give feedback, it is very important to talk openly with them about the input. Tell them what is possible and what is not possible. Many companies are afraid of creating too high expectations, but you can control that yourself. If you give a clear explanation of why something is or is not possible, most people will understand. Gain trust and build ambassadors by being honest.
Branded utility
Build applications that offer real added value to consumers. Give them something they can work with effectively. If people can do something valuable through a brand, they will also talk about that brand more indirectly. This is the most important to really connect people structurally and make them enthusiastic.
From four steps to a 'forever' run
Content loop
Of course, you cannot view these four phases separately. They are not sequential but parallel steps. However, when thinking about an online content strategy, it helps to discuss them separately. After all, each of the phases has a separate approach and probably also separate success indicators. At a certain point, you end up in a loop. Phases 2, 3 and 4 will always follow and reinforce each other.