How Effective Customer Communication Boosts Lead Generation?

Happy Customers

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You can lose a customer in two seconds or even less than that. Losing customers is far much easier than adding them to your customer base. Nobody likes to be sold stuff. 

Your customers prefer to buy, but if you are behind their life to sell your products/services, they may become disinterested in your offering. 

Owing to these customer dynamics, lead generation has become a critical part of the marketing process. Lead generation can happen best when your customers turn brand advocates for you and promote your brand. 

Focus on enhancing your customer experience and let 77% of customers recommend your company to a friend.  Effective customer communication boosts your lead generation efforts.

Are you looking to learn how to get more leads for your business through effective customer communication? If yes, read on….

Here are 6 lead generation tips to help you get started:

1 . Promote Affiliate Marketing

In affiliate marketing, you sell your product or service on an external website. When that external website either generates sales by referring buyers to you, or drives traffic to your website, you pay them a commission. 

Affiliate marketing has gained traction in recent years, with statistics showing that 81 percent of marketers use affiliate marketing to engage customers and generate sales leads. 

There is a high chance that you have clicked on affiliate marketing links several times every week. Often, businesses that use affiliate marketing have their products or services referenced on external sites and will have an affiliate agreement with the site. 

One of the companies that uses affiliate marketing to generate leads is Amazon. The company has one of the most successful affiliate programs across the globe. 

Its program, Amazon Associates, has a network of close to 1 million associates promoting different products listed on the ecommerce site. You can join their affiliate program, advertise your products, and earn up to 10% advertising fees. 

Marketing

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Nerdwallet is another well-known affiliate websites, basically a review affiliate site for financial products. The website does pretty well in the most competitive market of consumer finance. The website posts awesome content. They cover everything, right from mortgages to credit cards and insurance to investing. 

Being a 100 percent affiliate website, they run no ads. In fact, they sell no products of their own. Nerdwallet makes tools and these tools attract lots of links; SEO being a major part of their marketing strategy. They also keep on updating their key pages. Their big guides, like “Best Credit Cards 2016” are annually updated to “Best Credit Cards 2019”, making them relevant for remarketing. 

You can even partner with NerdWallet to build brand awareness, educate your audience, and grow web traffic.

Key Takeaways

  • Promote your products – the customer way, let your existing customers vouch for you.
  • Leverage your sales on affiliate marketing.
  • Make your customers feel good with the commission you offer them in return for referrals.
  • Offer more advertising and selling options on your ecommerce portal.
  • Generate quality leads that have more chances of converting into customers.

2. Encourage Customer Generated Content

User generated content (UGC) is considered valuable because at least 85% of users see it as more real and persuasive than content generated by the brand itself. It helps generate internet leads because it consists of any content that is created and shared by people or users who are not paid anything to do so. 

You can have customers sharing different kinds of content – photos, tweets, testimonials, blog posts, and videos. Encourage them to share anything that promotes your brand but has not been published directly by your brand. 

A good example of customer generated content is the “Share a Coke” campaign ran by Coca Cola. In the campaign, customers engaged by creating their own personalized coke bottles via Coca Cola’s website and sharing photos of their personalized drinks. 

Example Of Customer Generated Content

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Brand Coca Cola could thus drive more audience engagement. Not only do your engage your audience more with user-created material, but also this content serves your “social proof” objective. 

When a brand urges you to buy their products/services, you may not be convinced to go for it, but if your friend (from their personal experience) says that they used a product/service and found it pretty good, you’d happily go for it. 

That’s the power of user-generated content. It can be a key differentiator in your campaigns. 

There is no end to the countless benefits of UGC. As you watch what your users are sharing, you get answers to these questions. 

  • Comprehensive understanding of your target market.
  • Questions your customers may have about your product/service.
  • How people have been using your brand and where all they employ it?

More the content created and shared, the better it is for business.

In case of small businesses, user generated content is a boon, as you don’t have enough resources to spend on advertising. As people share their experiences with your brand on social media and other platforms, you can easily build and deepen relationships with your user communities.

3. Act on Customer Feedback

If you are not acting on the feedback that your customers provide, you could be missing out on your opportunity to create new business leads. The feedback that customers provide to your business can provide valuable insights on what is working well and what needs to be improved in your product/service. 

Today, more than ever before, customers are actively engaging with brands that they follow on social media. While engaging, customers may be asking questions, raising complaints, sharing complements, or requesting for assistance. 

Paying attention to this kind of feedback and acting on it can help your business generate more leads because it enhances the experience your customers have with your brand. 

As a matter of fact, 77% of customers have a more favorable view of brands demanding and accepting customer feedback. While 68% of customers have a more favorable view of brands that contact them or stay in touch with proactive customer service notifications.

Remember customer service organizations can drive positive brand sentiment in many ways.

Increase customer lifetime value (CLV) with their feedback

When you listen to your customers, you can explore the areas where you can work to improve on their experience. Follow on their feedback to make for a positive customer service experience. Positive customer experiences lead to brand advocacy. Retain more loyal promoters and they will become your best marketers as your business continues to grow in the future.

You may even use Net Promoter Score (NPS) surveys to gather your customer feedback and how they feel about your product/service. 

Apple uses this kind of survey to generate millions of additional revenue. 

Even though the brand has an online presence, the technology giant spends close to $1 billion every year on its retail stores. The design of the stores helps to encourage an existing relationship with customers, and not only a one-off transaction. The brand’s delighted customers share their delightful experience at the store with their loved ones and acquaintances. 

Apple conducts NPS surveys to figure out issues and thus improve on the retail store experience. The brand emails the survey to the customers to rate their in-store experience. They may share their experience after they have purchased the product, or say tried on an Apple Watch. 

The brand analyzes NPS survey comments daily and follows up with customers who score equal to or less than 6 on the scale. Customer comments from these surveys also appear on a large TV in the break room, so that people know where they have been lacking and need improvement. 

Store managers and employees conduct regular meetings to review customer feedback and strategize to overcome the challenges. They even take care of the detractor comments and collaborate to resolve their issues. The store manager calls detractors within a day to figure out their issues and provide appropriate solutions to the issues. They share the detractor feedback from these calls and train their employees on improving customer interactions. 

Ironically, the brand found that a few detractors who they called are bigger buyers than promoters. Apple has constantly met its business goal of the highest sales per square foot of any US retailer.

4. Offer a Self-Help Center to Customers

Quality customer service has become an important part of retaining customers and attracting new ones for your business growth. Statistics show that 40% of customers prefer to resolve issues by themselves as opposed to reaching out to customer support staff. 

To empower customers that prefer to resolve their own issues, include a knowledge base on your website and update it regularly with information that your customers need. 70% of customers expect company websites to have self-service portals. 

Self-Help Center to Customers

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Providing self-help centers that enable customers to solve service or product issues by themselves is the best way to generate leads because they get fast solutions to their issues. This helps to enhance customer experience, and in turn, more business. 

5. Use LinkedIn to Your Business Advantage

LinkedIn is one of the best lead generation ideas for B2B, create a business page there. If you are wondering how to get leads for your business through this platform, consider the opportunity it presents your business. 

Build your credibility on this platform and link with top prospects. Being the largest professional network in the world, LinkedIn provides your business numerous advantages. 

LinkedIn should feature on your lead generation strategies because when you post content here, your customers can serve as brand advocates who play a critical role in growing your global influence and reach. 

To do this, your customer communication on LinkedIn needs to feature content that people want to view and share. For LinkedIn, create content in different formats including SlideShare presentations, infographics, videos, and blog posts. 

Wondering how to generate leads with LinkedIn? An example of a company that is doing this effectively is L’Oréal. The company has used LinkedIn’s Showcase Pages to create different pages for different brands. This allows it to share content relevant to each of its target audience. 

LinkedIn to Your Business Advantage

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6. Respond to Customer Questions Faster

Increasingly, customers want their issues to be resolved fast and efficiently. Customers are only willing to wait for 1 hour to get responses to queries submitted on social media while 40% of customers want their needs to be addressed fast. 

Customer Experience

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Consider using help desk software to effectively manage your customer service function. An omnichannel help desk ticketing system enables you to track, manage, and resolve customer feedback across different communication channels.

Providing faster responses makes for a great customer service experience, as customers don’t have to wait longer and feel valued.

If you take too long to respond to your customers, you don’t meet their expectations and they are likely to quit your business. 

They won’t advocate for your brand or give you referrals, which translates into a lost lead generation opportunity for your business. 

Key Takeaways

  • Not only address customer complaints, but also resolve them within the pre-specified timeline.
  • Be consistent across channels. Your customers should be able to post their complaints wherever they want.
  • Employ a customer support software that shows all customer queries and requests in the same place.
  • Any channel can act like a lead generation tool.
  • Be prompt and consistent in your customer communication.
Customer communication

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In a Nutshell

Customer communication is one of the most powerful tools that businesses can use to generate leads. These were a few of the practical ways on how to get leads for your business through customer communication. 

Whether you are running a small business or a large company, implementing these strategies will improve your customer experience and turn them into advocates. 

Guest Post Author Bio: 

Dwayne Charrington is a technical writer currently associated with ProProfs Help Desk. He possesses hands-on experience in writing for the customer service industry. Dwayne is insightful when it comes to industrial challenges, emerging customer service trends, and how businesses overcome related challenges. Dwayne likes drawing connections between different industries and entities while designing his blogs.

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