Are you the best media outlet for your customers?
I’ve been pondering that question over the last few weeks. I recently read (http://www.emarketer.com/Article.aspx?R=1007343) the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.
One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.
It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.
Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale. Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.
Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.
Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.
Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust. Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.
Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.
Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message. Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.
Are you the best media outlet for your customers?
I’ve been pondering that question over the last few weeks. I recently read the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.
One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.
It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.
Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale. Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.
Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.
Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.
Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust. Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.
Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.
Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message. Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.
