Time to Listen to your Consumers

Summary:
Thanks to the internet, consumers can now rightfully participate in the marketing - and even improvement -  of a product.   Talk to your customers and listen to them.  By building relationships, you will be the one to be turned to for advice (and products! translating to later sales. *blink Dollar$ here*)  Below are some tips how to make it easy for you.

Last night, I have been reading some parts of "Age of Engage" by Denise Shiffman.  It talks about how online and offline marketing has changed (for the better, I think) because now, consumers have a say in how items or ideas are marketed to them.  In the past, with TV and printed media, a consumer has no control over the marketing tools and ideas shoved at them.  These days, thanks to the internet, and the power vested upon by consumers with social networking tools and other handy apps, consumers can rightfully participate in the marketing - and even improvement - of a product.

I am amazed at how Ms. Shiffman has put into words the social context that I, as an online marketer, breathe and live everyday. I totally appreciate how much consumers have the power these days to make or break a product with their comments and reviews.  As a consumer myself, I love that when I need something, I only have to ask Google if there are people who have been talking about that product or place.  I just look at what they have to say.  Always, I am comforted with the guidance before I seek out that product.  As a copywriter, should I even say a product review is a goldmine of inspiration for copy that sells? When I find a review on a product I have to write about, I feel like I've won the lottery.  Reviews are absolutely priceless.

A lot of the net-savvy companies have realized that these days, marketing products and ideas is a 2-way street.  If you are just starting to realize this and want to improve your relations with your customers,  here are some ideas to help you get started how to engage your customers:

•  Use social networking tools to reach out to customers.  These days, companies usually do blogs, email newsletters, Twitter, Facebook, forum participation, social bookmarking, etc.  You don't have to do all of these.  You can just pick one or two you or your staff can do consistently well.  Let people know you want to have conversations with them.
• Yes, let your staff blog or tweet or network your business.  Clients love seeing the people behind the business.  It warms them up and builds loyalty for your product or business.  You can issue some basic, fair guidelines for your employees since they will be speaking in behalf of the company.  But let them speak out their own passions about your business.  You might be surprised with how well the public will take to it.
• Be honest and show who you really are.   People want to know you and your company.  They can spot a fake a mile away.  So if you're a nice person, go.  If you think you are not that nice, let your staff do it for you. lol.  But seriously, for all of us, some people like us and some don't.  There will always be an audience for the real you.  So just be there and be you.
•  Please do not flood your readers with offers.  They are not interested in your products (At least, not yet).  Instead write helpful tips about your industry that they want to learn about.  Then when they need something, they will remember you.  Patience is a virtue and a customer magnet.
• Where to start?  Tip on what kind of engagement to start with:  I dare say the email newsletter is the most personal marketing for a person.  First, they have already agreed that you send them mail.  That's a biggie.  You just have to nurture the relationship.  They know you sent them something made specially for them. Studies have shown that people are often hesitant to Unsubscribe to newsletters they signed up for, even if they do not read the newsletter anymore.  It is strange, but many people are attached to newsletters.  Then of course, blogs abnd forums are a great way to inform people.  You can easily establish yourself as an expert with those formats.  In the US, tweeting about companies has caught on, and Facebook shoutouts have caught on too.  See what is most comfortable for you and use it consistently.
• And of course, listen to your consumer.  As I said it's 2-way now.  Responses are expected from you.  Out of all your followers, only 10-20% will bother to leave comments (the others will just read on) so if anyone does bother to talk to you, respond back.  Treat these comments as treasure.  Most likely, these comments indicate what the other 90% readers think about your your company or products.  (Don't even get me started on companies I encountered who detest criticisms or questions on their products.)  On criticisms on your product or business, be glad someone took the initiative to point it out to you.  It may feel bad, but think of it like having spinach caught between your teeth.  You're better off if someone points this out.  Besides the embarrassment, for business it'll cost you profit if you don't listen.)

If you are interested to learn more about how to build relationships with your clients, Denise Shiffman's Age of Engage will give you a great headstart on putting all this in perspective. Please buy from my Amazon store if you want the book. Shameless plug, yes. But that's me.




















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