Can AI empower customer service agents?

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Imagine having artificial intelligence assistants (AI) like Siri or Cortana as your company’s customer service agents. It sounds fantastical now, but it’s slowly turning into reality. For many organizations, integrating AI into their systems is the next logical step in innovating customer support.

How AI capabilities enhance customer service

AI has two capabilities that enhance customer service: machine learning and natural language processing.

Machine learning studies historical customer data in your systems and equips your customer service staff with all the information they need to address concerns much faster and provide personalized product suggestions, discounts, and offers. It’s the same mechanism that enables Facebook to suggest friends and brands to add or follow, and allows Amazon to personalize product recommendations.

On the other hand, AI’s natural language processing capabilities make it possible for businesses to deploy computerized customer service systems that don’t require human support staff. AI-enabled systems can ‘talk’ to customers via software similar to that of Apple’s Siri, Google’s Alexa, and Windows’ Cortana.

Automated, accurate, and agile responses

Although well-trained employees can multitask and solve customer problems, humans make mistakes. Automated systems like chatbots provide accurate and quick responses because they can be programmed to respond rapidly and accurately, handle large volumes of queries, and be available 24/7.

For example, a restaurant chain that often receives queries about a branch’s opening hours can use a chatbot to handle questions about store hours, reservations, and other simple concerns. A retail store chatbot can also make online ordering seamless by answering questions about product sizes and/or availability.

Overall, AI-enabled chatbots can reduce or eliminate pain points commonly encountered with human customer service representatives, such as long wait times, inefficient escalation of complex concerns, and negative human emotions from irate customers, all of which affect customer satisfaction levels.

Cost-efficient support

Businesses spend thousands of dollars to hire and train customer service representatives. But based on studies, the high attrition rates in the call center industry cost them a lot of money. Some companies even let operations staff handle customer support, which then affects productivity and reduces profitability.

AI-powered platforms reduce the time and money spent on customer service because you don’t need to hire more support staff in case of business expansion. Instead, you can reprogram customer service software so that queries about new products or new business locations can be easily addressed.

Many customers still prefer to have their problems solved by humans. And for banks, hotels, hospitals, and businesses where complicated concerns require human customer service agents, an AI-powered support system can facilitate seamless issue resolutions.

Fortunately, there are plenty of technology options to make customer service and other functions more efficient. Call us today for innovative business technology solutions.

Published with permission from TechAdvisory.org. Source.

Non-financial blockchain solutions

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Despite internet connections that deliver information to the other side of the globe in milliseconds, countless industries still rely on slow and inefficient middlemen to complete transactions. From supply chain management to hi-tech contracts, blockchain isn’t just about money, it’s about an entirely new way to do business. Just look at our examples.

What is blockchain?

Blockchain, like the cloud, is more of a concept than a specific piece of software or hardware. It’s the idea that if you store a spreadsheet or ledger on a hundred different computers — each of which receive automatic and encrypted updates — it’s nearly impossible to create a fraudulent entry. If someone adds a line of false information to one spreadsheet, 99 others can confirm it is not in their copy and is therefore inaccurate.

In the Bitcoin ledger, each line represents the transfer of funds from one account to another. So if John wants to transfer money to Jane, he sends a request to Bitcoin’s blockchain and thousands of computers confirm his account information is correct and he has sufficient funds. The money is transferred, both account balances are updated, and the whole process takes less than an hour with almost no human interaction. Much faster than the 5-7 business days of most banks.

There are countless applications for decentralized, real-time record keeping beyond financial transactions, though. And very soon, blockchain won’t be synonymous with Bitcoin.

Blockchain’s potential

Although this technology has been around since the ’90s, it lacked the popularity and computing power necessary to become a mainstream solution…until now. With the rise of cryptocurrencies in 2017, blockchain started seeping into other industries, such as:

  • Law – “Smart contracts” create agreements that automatically execute when their terms are met. For example, an attorney could agree to pay a courier $100 after the delivery of documents to the defendant in a case. The contract and the payment sit in the blockchain until the courier uploads a GPS-tagged photo of services rendered, at which point the money is transferred and the contract archived.
  • Agriculture – Supply chain blockchains can track every ingredient throughout the production process. If several people get sick from the same food item, ingredients could be traced back to their source and products that share the same ingredients could be recalled preemptively.
  • Real estate – Blockchain is being used to automate escrow account transactions, property title transfers, and insurance claims, so they aren’t reliant on slow and error-prone humans. Buying a home could eventually be as easy as finding the one you want, signing a contract, transferring your down payment, and receiving the title — no middleman necessary.

Most blockchain-based solutions are too new to trust with sensitive information. But you can do a few things to get out in front of your competitors. You can work with us to invest in business intelligence software that helps you collect more data, and start experimenting with risk-free blockchain solutions.

As long as you have certified technicians like ours at your disposal, you’ll be sure to see gains in no time — give us a call today!

Published with permission from TechAdvisory.org. Source.

2017’s most valuable IT solutions

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It’s the perfect time of year to evaluate last year’s technology investments and make adjustments for the year to come. Whether 2017 left you with extra cash in your pocket or desperate for a better way to get work done, here’s a roundup of the best IT news from the past year.

Small businesses love the cloud

According to research from IDC, more than 70% of businesses with 10-99 employees took advantage of cloud technology in 2017, and that number is expected to rise this year. This is largely due to IT providers demonstrating that the cloud is just as, if not more, secure than on-premises solutions. The list of possibilities for what can be hosted in the cloud on a small-business budget is getting longer every day — if you’re not devoting resources to this technology, it’s time to jump onboard.

Mobile payments earn users’ trust

Like the cloud, making credit card purchases using a mobile device suffered from a trust deficit in its early stages. For good reasons, consumers have been conditioned to treat IT security with caution, and storing financial information on a smartphone that could wirelessly transmit that information to cashiers sounded dangerous.

However, after two years of availability without any major incidents, the number of users who have used smartphone-based wallets like Apple Pay has doubled. Accepting these payments is relatively simple for small businesses and opens up new business opportunities.

Cybersecurity becomes affordable for SMBs

Ransomware had yet another year of explosive growth, and small businesses were a primary target. Thankfully, managed IT services providers met the increased demand for cybersecurity services with intelligent data backup and network protection solutions tailored for SMB budgets. There will be even more ransomware attacks in 2018, which means you should be investing in more cybersecurity services than you did last year.

The Internet of Things gains popularity

Just a couple years ago, Internet of Things (IoT) devices were novelty gadgets for people with money to burn. Everything was being connected to WiFi networks: egg trays, pet-activated video chats, belts, you name it. But due to more useful applications in 2017, nearly a third of US businesses are now taking advantage of IoT gadgets. Connected thermostats, door locks, and AI assistants make it easy to save money, increase security, and boost productivity.

“Artificial Intelligence” is widely adopted

Although we’re still far from building computers that can truly think for themselves, 2017 was the year that computers got much better at creatively organizing and interpreting data for us. From digital assistants that answer your phones to customer relationship management platforms that intelligently uncover sales opportunities, IT solutions for business are getting significantly cheaper and smarter. Experts predict that more than 30% of businesses will use AI by next year and we recommend you join their ranks.

Technology investments are no different from any other investment. There will always be risks and you should always consult with an industry expert first. When you’re ready to get more value out of your IT, give us a call and we’ll get started on your 2018 plan!

Published with permission from TechAdvisory.org. Source.

How to make the most of your CRM

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Building a rapport with customers has never been easier with customer relationship management (CRM) software. You can track contact information, buying preferences, and sales patterns. It’s a must-have for all sales and marketing teams. But if this is the first time you’re using CRM software, try adopting the following best practices.

Always update customer information
A CRM system is only effective when the data it provides is current. If the customer’s address, company name, or preferred method of contact has changed, your staff should be recording this information immediately so your sales and marketing teams are always equipped with the right information.

Use purchasing history for upselling opportunities
It’s easier to sell to existing customers than acquiring new ones. Boost your sales performance by analyzing your existing clients’ purchasing history and designing promotions or events designed just for them. For example, if they recently purchased a razor from your online store, you can program your CRM to recommend related products like shaving cream or aftershave. Not only does this widen your profit margins, it also makes customers’ lives a lot easier and promotes repeat business.

Automate processes
Take advantage of the workflow automation features in CRM apps to eliminate time-consuming and repetitive tasks. For instance, when a new lead is added to your CRM (via newsletter subscriptions or website visits), the CRM can be programmed to send follow-up emails, offer promotions, and other interactions to keep your business at the forefront of their attention. This saves you from writing the same canned responses while also making sure that you’re engaging your clients throughout the entire sales process.

Learn from analytics
CRM also makes it possible to analyze customer trends and behavior. If you noticed a spike in demand for certain products and services during the holidays, be more aggressive in pushing them out next year. If certain email campaigns were more successful than others (e.g., higher open rates, click-through-rates, and potential customers), understand what elements were responsible for that success and try to replicate them the next time you send a newsletter.

Customer data should also be used to shape sales and marketing tactics. A salesperson that already knows the client’s name, locations, and preferences can deliver more personal sales pitches and has a better chance of closing a deal. The point is this: If you’re not learning from your data, your business growth will be limited.

Integrate CRM with other business software
Tying CRM software to other programs makes it even more powerful. Integration with accounting software combines customer and financial data, eliminating redundant manual data entry and providing more insightful reports. When used alongside a VoIP system, your staff will get relevant customer information from multiple databases displayed on one screen when they’re about to make a call.

Get some CRM support
Last but not least, work with a CRM provider that offers 24/7 support. Ideally, they should be keeping your data safe, updating your software regularly, and advising you on how to use complex CRM features.

This may seem like a lot, but the important thing to remember is that just like every technology investment, CRM requires active participation from executives, managers, and frontline staff. If you need more advice on keeping customers happy or want to know what technologies can add value to your business, call us today.

Published with permission from TechAdvisory.org. Source.

Office 365: Increase ROI with Power BI

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It’s rare that business owners have a chance to get move value out of their existing IT solutions without investing more resources in them. But with Microsoft’s latest data analytics platform, business owners can make sure they’re squeezing every last drop of productivity from Office 365, for free.

What is Power BI?

Released in the spring of 2016, Power BI is Microsoft’s business analytics platform. Regardless of whether or not data is stored within a Microsoft platform, connecting Power BI to a database allows you to create detailed graphs, charts, maps, and more. For example, if you upload sales records, dragging and dropping two columns is all it takes to map out where your product sees the most demand.

Recently, Microsoft announced a brand new feature for business owners who want to get more value out of their software subscriptions. The Office 365 adoption content pack collects information about how your employees use Microsoft productivity software, and feeds it directly into Power BI’s analytics. There are four types of insights you can work with:

Adoption

These metrics give you visibility into how much each O365 platform is being used. You may be paying for OneDrive accounts for the entire organization, only for Power BI to reveal that less than a quarter of your team is using it. Compare enabled users and active users to get a clearer picture of your investments.

Communication

You can also see exactly how employees are using communication solutions. If nearly everyone on the team is accessing Skype for Business from a mobile data connection, it might be time to reduce your investments in cellular-based minutes.

Collaboration

Microsoft has several collaboration platforms, and without proper guidance, employees are likely to use the easiest one rather than the best one. Power BI shows you how much time users spend time in their own Word, PowerPoint, and SharePoint documents compared to the time they spend in documents from colleagues. This shows you which platforms encourage the most collaboration and which ones are struggling.

Activation

– The activation insights give you under-the-hood visibility into which versions of O365 users are running, and what devices they use to access them. That may seem like trivial information, but it can have huge impacts on cyber security.

Power BI comes in three different plans: Desktop, Pro, and Premium. Best of all, both the Desktop plan and the Office 365 adoption content pack are totally free. If you like what you see, consider enlisting us to set up and optimize either a Pro or Premium Power BI deployment — we’re only a phone call away!

Published with permission from TechAdvisory.org. Source.

OMS: The best way to organize online sales

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2017March17Business_CThere are so many variables that go into order fulfillment and shipping that it’s no wonder an entire field has sprung up around streamlining these processes. If you’re looking for a great way to add value to your business, an order management system may be just the thing for you.

First off, we need to clarify that inventory management systems (IMSs) are not the same as order management systems (OMSs). The former is a solution for analyzing your sales history as a means to forecast demand for your product and the materials you will need in the future, while the latter is all about the here and now.

What does an OMS do for you?

One of the toughest things about managing an eCommerce store is juggling a growing number of sales, each at totally different steps in your shipping process. An OMS service is all about organizing your orders into a coherent and manageable workflow. Here are just some of the difficulties it helps you wrangle:

  • Your eCommerce store can be connected to your inventory. If something is out of stock, it can be reflected on your site so customers aren’t misled about the availability of your product.
  • Payment authorizations can be automated and integrated with your shipping services.
  • You can provide reports to your customers about their order’s shipping status. From intra-warehouse movements to on-the-truck updates, one page will have all the information they need.
  • Products and materials can be automatically restocked once they dip below a certain threshold.
  • Refund and returns can be automatically processed by your OMS.

And like any industry, there are dozens of OMS platforms with niche functionalities that may be better for your specific business model. The most important thing is that you find a solution that decreases the most tedious organizational tasks for tracking your store’s orders.

The cloud-based OMS

Orders are streaming in at all hours of the day, and you can’t guarantee that you’ll always be in the office when you need to check the status of an order. A cloud-based OMS stores all your information in a centralized location so you can access your information from home, the warehouse floor, or even while waiting for takeoff.

The cloud is generally one of the most reliable ways to add value to your business. There are dozens of platforms, just like OMSs, that require virtually no hardware and allow you to pay for exactly what you use. For advice on which solutions are best for your business, and how to deploy them, call us today.

Published with permission from TechAdvisory.org. Source.

5 ways to make tech trends work for you

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2016July25_BusinessValue_CWhat tech fads has your SMB recently written off as silly and not worth your time? 3D printing, internet of things…Pokémon GO? Juvenile as they may seem at first, these trends helped to make a lot of businesses a lot of money. Navigating the quickly rising and falling auspices of the tech world may seem like a lost cause, but with the right know-how, you can make, connect, and catch profits by exploiting the tech trends of the day. Let’s take a look at five strategies to make that happen.

Get in early

One of the biggest indicators of how successful your SMB will be in making big gains off of a new trend is how early you get in. Fads, especially in the tech world, can come and go in no time. Be careful not to invest in resources with a long-term commitment like new logos or graphics, but instead in low-cost workarounds like special promotions and social media campaigns that put you front and center immediately. Once the popular kids have moved onto a fresh fixation, you’ll be ready to move forward without skipping a beat.

Use existing tools

How can you get up to speed quickly without investing too much in permanent resources? The trick is to hijack existing opportunities and strategies for your own message. For example, John Deere has been selling farming equipment for over 150 years, with no signs of slowing down. But with a creative combination of existing GPS technology and mobile devices, they quickly jumped to the forefront of the “Internet of Things” craze by connecting their vehicles to crop planning practices.

Participate in the narrative

So you’ve identified a trend you want to cash in on and you’ve commandeered existing tools to help sell your product. How else can you gain momentum? Social media is everywhere nowadays, and it doesn’t seem to be a dying trend. However, it’s no panacea; simply posting “We’ve got a promotion on all seasonal products #inserttechfadhere” won’t bring obsessed customers to your doorstep. Take a minute to understand the mechanics of what pulls everyone away from work, friends, and family, and show participants you’re one of them. Is it competitive? Polarizing? Take a stand or pick a team and invite customers who are “on your side” to get a discount.

Merge the fad with your business model

With a little creative brainstorming, most business models can actually integrate their product or service with a passing trend. Chatbots have been shoring up the “deep learning” revolution, and clothing retailers have come up with a really creative way to employ them to drive sales. By simply providing their chatbots with a fashion tree, the bots can ask basic questions which whittle down clothing recommendations to those that align with customers’ tastes.

Address difficulties presented by the fad

What if you can’t find a way for your products or services to directly interact with the blazing new trend? The next best thing is to provide solutions to problems presented by it. Does interacting with the popular app or activity eat up a lot of mobile device battery? Remind passersby your outlets are available for customers, or that you sell mobile battery packs. Does it require driving all over town? Remind customers of your latest car rental promotion. Sometimes just associating yourself with the trend is enough.

Not sure how to integrate your business with the latest fads? We’re the experts on all things technology related, from the most recent to the ancient. As a small- to medium-sized business owner, getting the most value out of your technology investments is crucial to getting your foot in the door and working your way toward bigger profits. From machine learning to Pokémon GO, no question is too trivial — ask us today!

Published with permission from TechAdvisory.org. Source.

Live video: a free way to reach new customers

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2016May31_BusinessValue_CHaving direct access to customers is a gold mine for SMBs and with the increasing popularity of live video services it’s just a matter of deciding what to broadcast. The strategies for live broadcasting are very different than pre-recorded video and it’s important to reevaluate how you’ll present company information in this medium. Keep reading for six of the best types of videos for live broadcasts.

Business Introduction/Behind the scenes

If your company is new or suffering from low visibility, one of the best things you can do is give customers direct access to your staff and your product. A great use of live video is to take viewers on an office tour, show them how a product is made or even broadcast your business’s launch event.

Make sure to invite as many viewers as you can, but remember that most live broadcasts can be saved and viewed later. This is a video you’ll likely want to keep available after it’s finished.

Ask Me Anything (AMA)

Depending on your product or service, you may be getting a lot of conceptual questions about innovative ways to use it, what direction the company is heading and so forth. There’s no better way to address these questions than to do so in a personal and unscripted AMA segment.

If there’s a good turnout make sure to keep questions and answers moving in relevant and interesting directions. There’s nothing wrong with updating everyone on what you had for breakfast, but addressing service bugs or product feature requests is going to be a lot more beneficial for wider audiences.

How-to

Whether it’s a soon-to-be-released product or simply rehashing an existing one that’s getting lots of support requests, there’s no better way to guide customers through a ‘how to’ process than step-by-step, face-to-face.

Not only does this help to show existing clients the best way to use your product or service, it also allows potential consumers to see both your product and your customer service philosophy in action. Saving these videos can be invaluable as you continue to get questions on the product or service outlined in these videos — it’s an easy way to build a video reference library for sales and support.

Webinar

Although all of the previous uses can be categorized as ‘customer service’, there’s no reason you can’t simply open a help desk broadcast and invite viewers to join with their support questions. If you advertise this as a customer service broadcast and steer clear of any conversations that deal with non-support related questions, you may be able to tackle more than one client’s questions at a time and no one can ever complain that contacting your support line is frustrating or tedious.

Announcements

All of the live broadcast services are deeply integrated with social media. Whether it’s Twitter or Facebook, post updates about an upcoming announcement along with a scheduled time and take the chance to make your product or service announcement far more interesting and personal than a press release or faceless status update.

Text based announcements and pre-recorded videos severely limit how you address the ‘fine-print’ questions from customers. Think of this as a chance to hold your own personal press briefing and address questions after your scripted announcement.

Promotions

In the same vein as live announcements, use social media to promise a special promotion to anyone who tunes in to a live broadcast. Before it begins, create different thresholds for how big the promotion will be depending on participation. Once you begin, check how many viewers you have to decide whether to augment or reduce the scope of what you want offer. In addition to being a more dynamic method for releasing promotions, it will create motivation among your customers to interact more directly with your company.

Socialmediatoday reports that Facebook users spend three times longer watching live broadcasts than pre-recorded video. Combine that with Facebook’s announcement that live videos are more likely to be promoted to the top of news feeds and you’d be crazy not to utilize live broadcasts.

However, there are a handful of different services to use for live video broadcasting and deciding which one is the best for you can depend on a lot of different variables. Call us with any of your questions and we’ll be happy to assist you in adding value to your business with today’s best live video services.

Published with permission from TechAdvisory.org. Source.

LinkedIn tips for the SMB

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2016Feb12_BusinessValue_CAs a small business owner, you may be a bit perplexed how to gain the most value out of LinkedIn. You may have already spent countless hours trying to leverage the platform with little success. So what are you doing wrong? And how can you make the most out of your time on the platform? Here are a few tactics any SMB can follow to gain more value from LinkedIn.

Know LinkedIn’s purpose

Simply put, LinkedIn is not a content marketing platform. Yes, people do publish articles and posts, but if you have a small budget and are short on time, you will get more bang for your buck on social media networks that are more content marketing friendly. For example, Pinterest, Instagram, Facebook and Twitter are all far better options in this scenario. Many users are on these platforms to view content in one form or another. On LinkedIn, content can undoubtedly be viewed, but people are primarily there to make connections. Of course that doesn’t mean you shouldn’t post an occasional article on LinkedIn. It just means don’t make it the main source of your content marketing efforts.

Another way businesses misconceive LinkedIn is in terms of lead generation. Basically, you shouldn’t expect your LinkedIn page to generate a large amount of leads. As an SMB, your marketing budget is limited, so you’ll be better off using your advertising budget to drive leads to your actual website or even a Facebook business page. Your LinkedIn business page should be used instead to validate your experience, credentials, and professionalism. With that said, make sure your page is polished and updated with all this information.

Double down on business trips

We all know that LinkedIn is a great platform to connect with business colleagues. If you’re active on the platform, you likely have hundreds of connections. So when you make that next business trip, why not tap your network to book additional meetings in the city you’re traveling to? Ask yourself, which of your connections could help you extend your sales in that region or benefit your business in some other way? You don’t have to stick to business colleagues you know personally. You can create valuable new relationships by tapping your current LinkedIn network. To do this, search first and second degree connections using the geographic search option, and filter your results to job titles, industry, and company size of your ideal prospect. Once you’ve found potential contacts, see if you can get an introduction from one of your first connections, or simply InMail them and reach out yourself.

Your page is about your business—not you

A very common small business mistake on LinkedIn is making your company page about you, not your business. You may mistakenly create this page like your personal profile, listing accolades and job experience. What you should really be focusing on, however, is something much bigger: the story of your business or brand. A story will help engage your prospects, creating an impression in their minds, and also give you an opportunity to touch on the value your business provides to customers. Your profile should also include some of the top brands your business has helped. If one of your clients is Target, The Gap, Whole Foods or another big name, make sure to mention it, as it proves your credibility as a business or service provider.

Find talented hires

While big companies have the budget and time to post job openings on LinkedIn, as an SMB, there’s a good chance you’re lacking both. Fortunately, there’s an alternative way to find top talent on LinkedIn. Simply search for them yourself.

Before you get started, you need to know exactly what kind of hire you’re looking for. Think about people you already know who would be perfect for the job. While you may not have the ability or budget to hire them, look them up on LinkedIn and see their career path. What kind of roles did this person previously have? What kind of experience did he or she have before their current position? With this information in hand, now you can search for people who are in or have held similar positions, and will likely share qualities of your ideal candidate. Once you have a pool of potential applicants, reach out to them through InMail or a shared connection to see if they’re interested in your job.

Ask for help, and be helpful

Like all social media platforms, if you don’t engage with your connections, you’ll see little value generated from your time using it. However, with LinkedIn, the type of engagement you participate in can be extremely valuable for your business. All it requires is for you to ask for help or feedback. For example, if you have several logo designs for a new product and are unsure of which is best, share some of them with your network to get feedback. If you’re curious about a new productivity tool and wonder if it’s worth investing in, ask your network if anyone’s used it before. Oftentimes in the business world, people are happy to help you if you just speak up. However, don’t forget to return the favor. If you become the person who seems to only be taking advice without giving any in return, it can have a negative effect on your reputation.

If you’d like more ideas on how social media or technology can create value for your business, don’t hesitate to get in touch. Our IT solutions can help you overcome challenges, and create an even more valuable business.

Published with permission from TechAdvisory.org. Source.

More to social media value than meets the eye

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2016Jan21_BusinessValue_CWhen it comes to social media, figuring just what, if any, value it offers your business can be complicated. There is no exact science when it comes to figuring it out and even experts disagree as to just what is and is not important when measuring the value of your company’s social media. The reality is that there is no tried and true method to solving this enigma, but we will offer you some advice on how you can uncomplicate the mystery.

ocial media is important for your business and it can have a great deal of value for your company if utilized correctly. Of course measuring this value is an imperfect science. While we don’t have a magic formula to help you figure it out, we do have a few things for you to consider when it comes to estimating it for yourself.

Followers matter but…

…they are not the end all be all when it comes to your social media efforts. When social media first started, it was all about how many followers you had. In the eyes of consumers, more followers equaled more credibility. However, that sentiment is no longer a prevailing thought among consumers and the number of followers you have won’t make or break your organization.

However, having a lot of followers does still reflect well on your business and it also gives you an easy way to reach your target audience directly. This is where it becomes important to monitor things like average clicks, the number of clicks the page you shared got, and conversion rate – the number of people who clicked on your share that turned into a sale or lead. If you have 100,000 followers but don’t get clicks, then your social media doesn’t hold a whole lot of value. The next point comes in handy if you’re having trouble monitoring all of these.

Simplify the way you monitor social media

A lot of businesses make a simple mistake that convolutes the way they estimate the value of social media. That mistake is failing to create unique campaigns and contact points for each social media channel. Doing this can make it difficult to determine just what leads and sales are coming from which media. Here’s an example for you. Your business shares a link on Facebook, Twitter and LinkedIn to a page on your website where people can download a free report. You get 150 people to download which is good but it can be hard to determine just where everyone came from to download the report unless you have advanced tools like Google Analytics at your disposal.

That’s why for every promotion or pitch page on your website that you share via social media, you should create a distinct URL for each one so you can easily monitor where people are coming from. This will help you understand what kind of value each of your social media channels has. You might also want to consider creating a separate phone number for each social media channel so that way when a person does call, you will know where they came from. This option is especially easy and cost effective to implement if you have a VoIP phone system in place.

Set social media goals

Without goals in place, it’s pretty hard to figure out the value of anything including social media. If you already have social media goals established, then these are probably the place to start in determining the value of your company’s social media. If goals have not been set up, you are going to want to create some and see if your company is able to reach these. That’s because the easiest way to determine if something has business value is to establish if it can help your company reach its goals. If you see that social media isn’t doing this, then you’ll need to reconfigure your strategy accordingly. If social media is adding value, then you will want to dig deeper using different tools to get a better idea of just what that value is.

If you aren’t using social media to add value to your business, then you are losing out. And if you aren’t utilising technology to assist in these efforts then you are really falling behind. Talk to our experts today to see how you can get started.

Published with permission from TechAdvisory.org. Source.

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