How OakMega Social CRM Helps Brands Run Precision Marketing and Deepen Customer Relationships

Putting serious effort into your LINE Official Account but seeing few conversions and a steadily rising block rate? If that sounds familiar, you are probably making some of the classic LINE Official Account mistakes. To build loyal customers and move relationships forward on LINE, you need to understand your customers' behavior profiles.

OakMega has released free Social CRM product scenario decks for a range of industries. They show brands how to use tag management to unify fragmented consumer behavior and pair it with a full suite of segmented engagement modules, extending friend engagement at every touchpoint to drive reach and lift conversions.

Common LINE Official Account Mistakes: How Many Are You Making?

While exhibiting at Meet Taipei 2022, we walked the floor and asked attendees at random how they really feel about brands' official accounts. Almost everyone said what they dislike most is brands blasting out the same content to everyone. When an account sends several messages a day and none of them match the friend's interests or feel valuable, there is a good chance the friend will mute notifications or block the account altogether.

In addition, nearly 80% of respondents said that if a brand's LINE Official Account only posts plain text and images with nothing to click or interact with, such as coupons to claim or creative mini games, they quickly lose interest and eventually stop following the account's updates.

Based on these interviews, we can sum up the three biggest LINE Official Account mistakes:

• Blasting the same message to everyone
• Sending content that doesn't match friends' interests or needs
• Sending content with no interactive, clickable elements

Precision Marketing That Breaks the “Annoying Account” Image

Looking at these mistakes, the root cause is that brands don't truly know their customers. Beyond basic information (gender, age, location, and so on), you need a complete picture of each customer's actual needs, preferences, and interests. Only then can you win them over, keep feeding them product information they are likely to care about, avoid being blocked, and turn your account into a driver of higher conversion rates.

Take an adult language school as an example. It offers English, Japanese, and Korean, and each language has both conversation and proficiency exam courses. Say a customer wants to join an American company and is looking for English courses, but because the school wants more Japanese students, it blasts Japanese course discounts across its LINE Official Account.

In that case, the customer can't get relevant information when they need it and keeps receiving promotions they don't care about. The brand will likely miss the chance to move that relationship forward, and across the whole pool of prospects, this happens all the time.

Conversely, if the brand can proactively send the right content based on each customer's likely needs from the very first contact, the results for both brand image and customer relationships will be far better than blasting the same content to everyone.

What Is an Ideal Customer Profile? Use It with Buyer Personas to Find Prospects and Optimize Your Sales ProcessAn ideal customer profile helps brands reach prospects more precisely when setting sales targets and running the sales process. So how do you build one for your brand? And how does it differ from a buyer persona in purpose and use?https://oakmega.com/blog/what-is-ideal-customer-profile

OakMega Social CRM Uses Segmentation to Make Every Touchpoint Count

That is why OakMega Social CRM offers powerful tag management. It helps brands collect every useful piece of information from prospects' behavior at each touchpoint, then uses these value tags to unify fragmented behavior and tailor messages to every kind of customer. To keep up with changing buying patterns, OakMega Social CRM also offers highly adaptable segmented engagement features and post formats, so brands can make the most of every interaction to move relationships forward without spending more.

Tags Are the First Step to Knowing Your Friends

Back to the adult language school. Beyond identifying who someone is, tags can help brands pinpoint each stage of the customer journey and get a full view of friends' behavior, making every broadcast a lever for higher conversions.

• Identifying friends‍

Set up a welcome-message chatbot with a short Q&A on basic information and clear buttons. Each time a friend taps a button and triggers the next chatbot step, an identity tag is applied. This way, you collect every fragment of a prospect's behavior profile the first time they interact with your brand, giving you a basis for future broadcast strategy.

For the language school, identity tags reveal which language courses a customer is interested in, their current job, age, and more. The school can then use these tags to share the course information each customer needs.

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• Use behavior tags to quickly gauge journey stage and deliver precise one-to-one broadcasts

OakMega Social CRM automatically applies behavior tags to every friend who clicks, triggered by chatbots and tracking links. Its tags come in two types: “recency” tags and “intensity” tags. Intensity is based on how many times a friend clicks: the more clicks, the higher the intensity, signaling stronger interest in that item. By combining a friend's tags and their intensity, brands can tell which journey stage the friend is at, craft more precise messages, and move the relationship forward.

Suppose the language school's customer journey map is: view course information → book a consultation → take a language level test → evaluate course pricing → enroll. Besides creating behavior tags for all five stages, to push customers at the pricing stage toward enrolling, the school can send exclusive pricing offers to friends with the relevant tags when publishing a post, making Social CRM the brand's best teammate for success!

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• Tag folders: the key to unifying fragmented consumer behavior

In the OakMega Botfat dashboard, you can create tag folders by type of information for easier tracking later. Common tag folder categories include:

1. Gender
2. Age
3. Interests
4. Occupation
5. Location
6. Product category
7. Seasonal campaigns

Use Social CRM Tags to Understand Customer Behavior and Sharpen Your Marketing StrategyWith Social CRM data analysis, when customers buy, what they buy, and how they shop are all recorded and turned into tag profiles. Tag categories let you quickly group audiences and turn data into marketing plans.https://oakmega.com/blog/social-crm-customer-persona

Varied, Interactive Post Formats That Keep Surprising Friends

Remember the LINE Official Account mistakes above? Messages with only text or images and no interaction feel dull, and friends gradually lose interest in the brand's account. Here are some practical post format examples to give your LINE friends delightful experiences!

• ‍Multi-page messages: the CTA powerhouse for driving traffic

Multi-page messages combine four practical elements: image, title, description, and action button. They work for new product information, online and offline event announcements, free resources, and promotions alike. Beyond linking to details, CTA buttons can also trigger a sharing chatbot, so friends who like the content can recommend it to their own friends with one tap, extending your reach.

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• ‍Multi-panel rich messages for more immersive experiences

Multi-panel rich messages let you freely define each CTA button's tap area, giving you plenty of design flexibility and room to get creative.

When OakMega launched its new visual identity in August this year, we celebrated with all our LINE friends on our LINE Official Account. One of the activities was an irregular jigsaw puzzle of the OakMega 3.0 logo built with a multi-panel rich message, giving friends an immersive game while gradually reinforcing the OakMega 3.0 logo in their minds.

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Maps are another common interactive design for multi-panel rich messages. Many broadcasts can use a map to trigger more detailed content, letting friends tap the parts they are interested in. Event agendas and event recaps, for example, are well suited to step-by-step, segmented interaction, so friends aren't hit with a wall of text and don't lose patience.

New Social CRM Product Scenario Decks: Build a More Precise, Omnichannel Marketing Strategy and Set Sail for Success Together

Want more after these LINE strategy tips? OakMega has just released free Social CRM product scenario decks. They cover a complete beginner's guide to OakMega Social CRM, insights into the scenarios different industries may face, and interactive LINE demos, along with easy-to-follow LINE playbooks that help brands extend traffic across every channel and build their own pool of loyal fans.