Whether it’s a phone call, an email, an exchange on social media or an in-person conversation, a well-handled customer service experience can be the simple difference between a return customer that speaks highly of you and recommends your business to others … or a negative review that can quickly spread like wildfire.

The best marketing strategy starts with a simple question: Who are you trying to reach?

By using social media to provide the right content at each stage, brands can not only attract new consumers but also build lasting relationships that encourage loyalty, engagement, and advocacy. The following shows the steps of brand productivity and how it can benefit your businesses overall consumer journey.

Here are several ways marketers can incorporate urgency into their campaigns without sacrificing trust or credibility.