On the Convirza Twitter account we regularly monitor Twitter feeds that included phrases like #calltracking, #callscoring, and #callrecording. It’s one part of our social media engagement.
If someone is talking about these things on Twitter, we want to know about it.
A couple of weeks ago we noticed someone on Twitter specifically say they were going to buy call tracking soon and that they were considering Convirza along with a competitor.
Upon seeing this tidbit of wonderment on Twitter, we decided to reach out to the prospect via Twitter and try to convince them to go with Convirza. We figured that if the prospect would see how proactive we were during the marketing process, she would be impressed and conclude we were just as proactive, organized and intelligent about our customer service and product development. (Of course, there was also the possibility she would think we were creepy marketers and unfollow us forever).
1) We reached out to this person directly via our the Convirza Twitter feed saying we’d love to have her become a customer. This was within about 5 minutes of the original Tweet. We wanted this prospect to know how much we valued her as a prospect, how much we appreciated that the company was considering us, and finally, how much we would LOVE to earn their business.
2) We reached out to current customers and asked them if they would reach out to this prospect via Twitter. Before this process was even completed, however, one of our customers Tweeted at the prospect totally organically! This customer gave the best testimonial ever, indicating that our technology and our customer service were superior. That made us happy.
3) Within 15 minutes our CEO Tweeted to the prospect thanking her personally for considering us and urging her to choose us.
About two hours later, the prospect signed up for a Convirza account.
It is worth noting that the size of this account is not gigantic. This is a retail-level account. But every customer is important to us. We wanted this prospect to know that. Our CEO wanted this prospect to know that. Fortunately Twitter provided a way for us to engage with our prospect and eventually (two hours later) win her business.
Far too often marketers view social media engagement from a basic and bare minimum level. In other words, social media is just a place to post stuff. We are guilty of this sometimes as well.
But remember, that the best use of social media, especially Twitter, is to engage directly with people. Social media shouldn’t be used to carpet-bomb content. Instead, social media should be used to interact with people directly.
This time we did it right.