Social media marketing is the shiny new toy. Everyone is doing it, trying it and seeing how to make it work for them. Your president wants you to bring in a social media expert to help the organization understand and utilize it to increase the bottom line. A good consultant will tell you it is important to listen to customers. A better consultant will show you tools to monitor what your customers are saying. A great consultant will work with you to take what you hear and use it to improve your organization, product and brand.
Consider some of these marketing insights for your brand and how to use them:
- Who are your best customers, biggest fans and most fervent defenders (brand advocates)?
Action: Reward their loyalty, invite them to be a Brand Ambassador or part of your Product Advisory Council*
- Are you marketing campaigns reinforcing your brand?
Action: Adjust your marketing strategy to support the brand promise
- Are your product development decisions based on what you hear your customers say they want?
Action: Give your customers what they are willing to pay for, not what you think they need
- Who are the movers and shakers (aka influencers) in your industry?
Action: Find your E.F. Hutton and put her/him to "work" for you
- What are your competitors doing and what do people have to say about them?
Action: Fill the gap of satisfaction for their customers
- What insights can you glean around product satisfaction, product management and product development?
Action: Start discussions to garner information
*If your organization doesn't have a loyalty program, consider implementing one.
Nugget of knowledge: Having conversations with your audience, getting to know your clients and ultimately building relationships with your customers is invaluable for long term success.
United should've listened:
