Content marketers need to start thinking in real-time if they want to acquire and retain customers. Technologies like social media and streaming video content give web users the opportunity to engage with brands in seconds. Unfortunately, many consumers also expect responses from brands in the same amount of time.
For a lot of large companies, real-time marketing seems like a fantasy, but data suggests that businesses need to stop dreaming and start engaging now. An MM Insight Report found that 47% of Americans want customer care via social media. A JD Power & Associates study noted that 87% of people feel that positive customer support influences the likelihood that they will buy from a brand.
If time is of the essence, then marketers must anticipate engagement opportunities before they happen. While few brands are at the point where they are able to consistently provide responses within seconds, the three-hour window allows companies to craft thoughtful responses, pass them through the necessary internal checkpoints and get back to people before their attention truly wavers elsewhere. This three-hour window also helps companies avoid the pitfalls associated with releasing unpolished content to the public.
We recommend that companies use news reporting, pre-planned content strategies, as well as custom social posts to answer queries online. This content marketing mix supports not only real-time content publishing but also real value regarding customer interactions. It’s also crucial that you make sure your online community managers are prepared to talk about certain topics as they unfold.