May 14
2009Every Customer Counts
Filed Under (Marketing Communications) by admin on 14-05-2009
Tagged Under : blog marketing, customer advocates, customer influence, Marketing Communications
Today, it doesn’t matter if they are from Paris, Pago Pago or Pasadena, each person touched by your marketing communication can be an influencer in the web community. Here, there are literally no geographic boundaries and most everyone can have accelerated information access. Word of mouth (WOM) endorsement has moved from the kitchen table or cocktail party to the amplified network of social media. Here, every customer has the potential to be an ardent advocate or create a firestorm of detraction in numerous communities. So, we really have arrived in a market, where every customer counts.
So how do you capitalize on this opportunity? Well, first prospects and customers need to find your message. There are many experts that can get them to your portal. Once they find you, they need to connect to what you offer. This is where the real differences begin. Are you communicating 1) what is important the the customer? 2) what you think is important to the customer? or, 3) what is important to you?
With social media you have the opportunity to dialogue and LISTEN to your customers so that you can get to the first level. Once you you know what is important, you can share a real, honest message that someone can easily understand. And beyond the mere words, you get to communicate your integrity, to create an emotional connection of trust, that can create an ardent advocate.
My point is: Blogs are all about community, either we seize the opportunity to communicate with integrity to create customer advocates, or the firestorm of negative WOM will erode brick, mortar and ebusinesses.
So in the marketing landscape, what do you think gives a message integrity?
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