How technology brands can use organic social media to boost demand

Atishaya Jain

February 24, 20237 min read

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The technology industry has seen a surge of innovative new products and services in recent years, leading to increasingly demanding customer expectations. Today's consumers require swift resolution to their issues and demand timely updates to purchased products. Social media has made it easier than ever to keep customers informed and engaged.

Brands have embraced social media to publish content, run awareness campaigns, and respond to customer comments and direct messages to drive demand for their products and services and maintain customer satisfaction. While acquiring new customers can be challenging, social media managers are finding new ways to organically grow demand and drive prospects towards purchase, ultimately resulting in revenue for the brand.

In this blog, we'll delve into the strategies and tools social media managers can use to plan and create more impactful content and campaigns to grow brand reach and awareness organically. We'll examine engagement techniques that can enhance the brand's response rate and response time, ultimately improving customer satisfaction and loyalty. Finally, we'll explore how to convert engaged prospects into customers and how different teams can collaborate to turn first-time buyers into brand loyalists.

Table of Contents

Organize more effective and innovative organic outreach

As competition for consumer attention on social media increases, technology brands must differentiate themselves through the effectiveness of their organic outreach strategies. To do this, they must continuously innovate and improve their targeting methods.

Understand your audience and create relevant content

Content plays a crucial role in the success of any marketing campaign. Brands need to understand their audience segments and create content that aligns with their marketing goals and appeals to customer preferences. With AI-powered tools like Sprinklr's Smart Assist, technology brands can identify relevant insights such as the tone of their posts, which customer segments they will resonate with, and which part of the customer acquisition journey they will align with. This information can help social media managers refine their content for better performance and alignment with their brand's goals.

Sprinklr also provides actionable insights into social listening, content performance, and campaign results, helping marketers identify their best-performing themes, channels, regions, and demographics. With Sprinklr's Digital Asset Manager and content localization features, brands can efficiently manage and store all their assets in a central location, reducing duplicative efforts and maximizing top-performing assets.

Amplify the voice of satisfied customers

In addition to publishing brand content, social media also presents an opportunity to amplify the voice of happy customers through user-generated content (UGC). 93% of marketers believe that UGC performs better on social media than brand content, making it a valuable tool for building trust and authenticity with potential customers. With Sprinklr, marketers can identify top customer posts, request customer approval to share their posts on the brand's pages, and include UGC in their social media strategy.

Empower employee advocates

Another effective way to grow organic demand is through employee advocacy. Tech-savvy employees in technology companies often have a sense of pride for their organization and its products, making them valuable advocates for their brand. With a well-run employee communication and advocacy program, employees can help promote brand content through their own networks. In fact, content shared by employees receives 8x more engagement than content shared by the brand. Sprinklr's Advocacy solution enables technology brands to engage their employees and facilitate a gamified experience, providing pre-approved content and reducing brand risk.

As social channels get flooded with paid content, technology brands need to be ahead of other brands while competing for consumers’ attention. They need to improve the overall effectiveness of their organic social strategy and targeting and find new ways to innovate outreach.

Engage with customers efficiently to enhance affinity and loyalty

With the ever-increasing volume of inbound messages and comments on social channels, technology brands face the challenge of managing a large volume of customer conversations without increasing manpower and costs. To address this challenge, technology brands can leverage AI and automation to manage customer interactions smartly.

Boost response rate with AI-powered solutions

Sprinklr's AI-based Intuition Moderation allows technology brands to filter meaningful messages from incoming customer interactions, classify them as leads, complaints, queries or compliments, and proactively route them to the appropriate teams. Marketers can also quickly handle repetitive questions with stored responses and AI-powered smart response suggestions based on previous replies to similar inquiries.

Use chatbots for simple customer queries

By leveraging omnichannel chatbots as the first touchpoint with customers, technology brands can quickly identify customer intent and recommend products or redirect them to self-help articles, the brand's community portal, or the appropriate support or sales agent. This helps technology brands improve the response rate and time and enhances overall customer satisfaction and brand affinity.

Maximizing the potential of social commerce

Closing the loop and driving actual commerce through social media channels has been a missing piece of the puzzle for many brands. However, this is changing.

Utilizing social media for sales funnels

Social media is not limited to posting content about products. Brands can now create product catalogs that can be used to tag products in posts on popular channels such as Instagram and Facebook. Additionally, brands can create engaging microsites that direct traffic from social media to relevant product pages or other media-sharing platforms using Sprinklr's Link in Bio.

By leveraging these features, technology brands can attract customers and drive them towards desired call-to-actions (CTAs). With Sprinklr, tech brands can create and manage shopping experiences on platforms like Facebook, Instagram, and WhatsApp or create a microsite with Sprinklr Link in Bio to showcase a curated list of products and redirections, leading to tangible leads and revenue opportunities.

Conversational commerce with AI and human touch

Chatbots and AI can not only relieve some of the workloads for agents but also identify purchasing intent from customer messages and guide them through the purchase process. The bots can learn customer preferences, recommend products that fit their needs, create shopping carts, and handle payments, all within a single message. This conversational approach not only keeps customers engaged, but they can also seek support from sales agents whenever they need additional information.

With Sprinklr's conversational commerce, technology brands can provide their sales teams with omnichannel bots that assist customers throughout their purchasing journey and transfer the conversation to a human agent when necessary. Sprinklr simplifies the interface for sales agents by providing access to previous conversation history, product catalogs, CRM data, and other relevant information needed to solve queries and complete the purchase. Through these commerce capabilities, social channels are transforming marketing journeys, making the transition from awareness to purchase a matter of minutes. Brands must take advantage of this opportunity.

Ensuring social media security

To fully leverage the potential of social media, technology brands must enable multiple teams, set up systems and processes, and drive programs like advocacy and social selling. This requires access to social handles, content creation, and customer engagement by many people. Therefore, it is vital to invest in the right systems and tools that can bring teams together, simplify processes and ensure secure scaling. Additionally, brands must implement governance and compliance systems to avoid potential crises due to off-brand content or mismanagement of social channels.

With Sprinklr's security, governance, and compliance workflows, brands can eliminate these worries and create a unified customer experience to grow their business with social.

Customer-led marketing strategies for tech companies

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