Here are four actionable steps that marketers can take to help them meet modern customer expectations.

“Map you customer journey”

Be sure to know where your customers spend their time, including the platforms they find most influential. This will help you allocate your resources and target your efforts effectively. And, be sure to track your results and focus on the ones that have a significant impact on your bottom line.

“Automate, but actively monitor feedback”

Marketing automation can save you a ton of time and help you coordinate postings across multiple platforms. However, you must couple this marketing automation with social listening. “Nowadays, reputations can be made or broken in minutes on social media, so you have to be ready to jump on any opportunity to go viral for the right reasons or to nip any potential PR disaster in the bud.”

“Maintain a visually consistent content strategy”

Studies have shown that images, videos and infographics make it easier for customers connect with your brand. Das suggests making social media templates and resizing them to fit the various platforms. When customers associate templates and content types with your brand, that can significantly increase your brand authority.

“Cross-pollinate your accounts”

Many people are active on only a few platforms. That’s why it’s important for brands to reference all their accounts. If a customer or potential customer interacts with a message from your brand on a platform they are less active on, referencing that you are on other platforms—perhaps their favorite platform—is important. This way, people know they can find you.

Read the full article from Entrepreneur.