Big or small, all businesses face the same day-to-day marketing and lead generation question: “How do I find new customers who are actively looking for the products and services I sell?” The answer is clear, but the solution seems just out of reach. Millions of times a day, potential customers jump on Twitter looking for a product or service. They are waiting for a business to find them and offer an incentive to get them in the door, but more than h alf of these tweets are ignored.
“That leaves money on the table,” says HipLogiq CEO Bernard Perrine, co-founder of social media marketing products SocialCompass and SocialCentiv. “In today’s market, businesses can’t afford to let customers go-especially ones that are asking to be found. The key is to actively listen and actively engage those customers.”
Using a business’ keywords, location-based tracking, and social media influence scores, HipLogiq’s patented Engagement Engine(TM) technology monitors Twitter conversations in real time, looking for relevant tweets. When it locks in on one, the software flags it and displays it on the business’ SocialCompass or SocialCentiv dashboard, so the business can reply immediately and directly to the potential c ustomer with an offer. For small businesses, HipLogiq finds the most effective incentive is a 20 percent off coupon, while free non-commercial content like eBooks perform well for enterprises. Buy One Get One (BOGO) or a free gift with purchase has also worked well.
Steve Kent — a sales manager for a sporting goods store — always used social media to try to market his product, but says his best effort was to post a picture and hope his friends and followers liked it. “I only reached a small circle of people who already knew about us,” says the year-long SocialCompass customer who just switched to SocialCentiv, which is a better fit for his small business. “SocialCentiv gives me the ability to reach outside my circle. Instead of broadcasting my business, I listen to who’s talking and find out what they need. There is a strong purchase intent to the conversations, and that’s an easy sale.”
When a customer downloads the offer, he or she is entered into the Engagement Engine, which is an automated email marketing follow-up system. After entering their information on the first landing page, the customer automatically receives an email with a link to a landing page that encourages them to share the offer on Facebook, Twitter or via email. For every one of their friends who takes advantage of the offer, the customer gets a gift card. The effect is viral.
Kent’s wooden bat sales reflect that viral effect. “The conversations I received are ranked by how influential potential customers are in the social world-how active they are and how many followers they have.” Kent found one father looking for a bat for his son’s baseball team. Now all the kids have bats from Kent’s store, plus the father knows people on another team. That’s 60+ sales from a single tweet.
HipLogiq’s software solutions essentially work the same. Socia lCompass is a robust, full-service solution for large enterprise brands or for agencies that want to rebrand the platform and manage their own clients’ social media strategies. SocialCentiv is a web-based, self-serve solution for small-to-medium businesses (SMBs). Back to Kent’s example: he used SocialCompass with great results when it was the single HipLogiq solution on the market. But when SocialCentiv launched in March, he made the switch because it offered similar value, was more affordable for his size business, and he likes the do-it-yourself aspect of the software.
“Simply put, our products are driving the future of business development and lead generation,” Perrine states. “In today’s economy, it’s all about results and the documentation to prove the results. Companies have to strategically focus their branding tools to produce sales. They have to look at social media as a way to proactively engage consumers, offer options and solutions, a nd turn conversations into customers.”
HipLogiq began in October 2012 as Social Compass, an enterprise solution for social media marketing. Co-founders Adam Root, Lindsey Madison and Bernard Perrine designed SocialCompass to help companies target and engage customers over social media in a meaningful, results-driven way. SocialCentiv — launched in March 2013 — works similarly for small to medium businesses, but with a web-based, do-it-yourself solution. During the design of SocialCentiv, leadership decided it was time to evolve the company into an idea factory that produces the most innovative, successful applications in their market space. As a result, HipLogiq also launched in March 2013. For more information, go to www.hiplogiq.com or visit them on Facebook or Twitter.
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Karen Carrera, 972-207-1935, firstname.lastname@example.org