Program Social Content Across Channels to Advance the Customer Journey and Drive More Revenue
Patty Radford Henderson, Annum
B2C social teams are challenged to keep their streams active and engaging while continually being tasked with doing more. Whether it’s to create more content, drive more engagement, or add another channel – it’s exhausting and it’s a very channel centric way of prioritizing marketing effort.
So, let’s look at things from the customer perspective.
They discover the brand’s awesome social content and are intrigued, they like, they comment, they follow. Something piques their interest, so they go to the brand’s website. And it falls flat. They see generic product shots and features and benefits. The content feels stale. Same with the brand’s emails – outside of new product introductions, they’re getting reminders of what was viewed or left in cart and discounts focused on closing the sale.
We can do a better job of guiding potential customers from awareness to purchase and advocacy by addressing their distinct content needs within each phase of their journey. And it can be done by bridging the gaps with repurposed social content.
In this session I’ll walk you through a customer-centric approach to content planning for socially driven brands. I’ll share examples, frameworks, and actionable tips for getting more mileage out of your social content and creating a more cohesive and compelling customer experience that drives more revenue.