Monday, June 13, 2011

The Conversation Opportunity


As online conversations are a growing, new marketplace, you must first understand how your customers and prospects behave online. While social media users meet in different places (Twitter, Facebook, YouTube, etc.), they still evaluate brands based on content. People still buy products to accomplish something.

Companies that understand this behavior are able to communicate directly with customers and prospects to influence their perception of their brand. Here's what you need to do to make this happen.

Research where your customers and prospects are located online to join these communities.

Establish a listening campaign ot figure out who's doing the talking and what's being said.

Consider how you will connect with the more influential "conversationalists" within those communities. Do you need to create your own Facebook page or Linkedin profile? Or do you need to comment regualarly on select blogs?

Share whatever is going on in your offline world with your online community (photos and videos).

Reach out to other bloggers (guest blogging).

Respond quickly to comments and feedback on your own blog.






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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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