Over the past couple of weeks, we have looked at how brokers can optimise micro-moments through relevant and timely content. Our final post in the series will focus on what to do once you have caught your audience's attention and how you can understand your customer's behaviour better. 

Be ready to respond

When someone is reaching out to you on social media, you need to be listening and ready to respond. Make sure you have a strategy in place to address any comments or enquiries. As a rule of thumb, respond to as many comments as possible – good or bad. If you take interest in comments, this shows you value customers.

Monitor and report

To fully maximise your consumer engagement, a certain level of market insight and analysis should be conducted to fully benefit from the outreach. Digital breadcrumbs are an excellent way to track who your consumers are or are not. Everywhere your consumers go online they scatter digital ‘breadcrumbs’ behind them, think Hanzel and Gretel. It’s your job to be the birds that come along and snap them up following consumers where they leave their digital trail. Are your social interactions with customers leading to more sales? Are customers left satisfied after interacting with you on social media?

These are important marketing metrics to track. Surveys can be a great tool for collecting meaningful feedback and gauging customer satisfaction. By understanding the fundamentals of your consumers’ online behaviour, you can distinguish online trends. Tracking online and social communications can help improve future engagement and track which conversations led to sales.

By following each of these steps you should be able to increase the chances of capturing key micro-moments with your customers. As such, you’re more likely to seal the deal with impactful and relevant messaging. The overall goal is to make micro-moments matter for every consumer that engages with you.

If you are looking to build your schemes business through meaningful micro-moments, download the full guide below. Alternatively, contact us on 0370 421 4503 or email sayhello@ukgeneral.co.uk to speak to one of our experts.

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