Due to the current recession, now more than ever, it is critical that you reach out to your existing customers and vendors and nurture these relationships. You’re probably already using traditional methods like email, phone calls, and face-to-face meetings to learn more about your customers and their needs, but have you considered harnessing the power of Web 2.0 to make these crucial connections? If you’re already involved in blogging and social networking, you know the value of Web 2.0 in your marketing mix. But let’s go one step further. How can you use websites like Facebook and LinkedIn to develop and nurture those relationships (instead of building awareness of yourself and your brand)? If you have an active blog, are you just posting your thoughts and not thinking about engaging with your customers? (If you’re not actively involved in social media, check out some of my other articles on how to get started.) Web 2.0 provides the opportunity to not only position yourself as a resource and leader, but also allows you to have great conversations with customers and vendors.
First, be aware and understand that every customer has a preferred method of communication, so you should communicate that way (eg phone call, email) if that’s what your customer wants. Those who like face-to-face contact will want a phone call or breakfast meeting. Others are too busy and appreciate the discretion of a quick “registration” email. Recent Forrester Research studies featured in BtoB Magazine suggest that, like consumers, business decision makers are also considering Web 2.0 impressions when shopping, but each person has an individual approach to how they view social media and social marketing. Forrester Research identifies the following categories:
Viewers: These are the people who read blogs, watch videos like the ones on YouTube, and understand that social media definitely has a purpose in the business world. However, they do not actively participate in social networking sites like Facebook, which require registration and creating a profile.
Critics: These people also follow blogs, articles, and social networking sites, but also contribute to them. They can post a comment on a blog or contact a blogger or author directly. They may also have profiles on social networking sites. They read, they watch and then they react.
Collectors: Social media is a way for these people to collect all the information they need, including new or promising trends, and then make decisions based on the information they find.
Users who join: Some join social networks simply to “join” and say they are a member. They can have a LinkedIn profile but not do anything with it. They want to be part of the trend but they don’t necessarily participate in it.
Inactive: These customers do not read blogs or view social networking sites as information and communication resources. Simply put, inactive customers live up to their name.
What does that mean to you in today’s ever-changing economic world? If you’re not using social media in your marketing mix, you should be. But it’s not that simple. Depending on which customers you want to reach and why, you’ll need to know how they use social media in their buying decisions. For example, do you have a group of clients who follow your blogs religiously? After reviewing your website statistics, can you see that the same viewers return every time you have a new post? Who are these people? Are they customers? Vendors? Do they follow one blog post topic more than another? And after following their blogs, do you hear from them through other means of communication like an email, phone call, or actual order, or are they just viewers?
Critics and collectors can become an important part of your communications plan. These are the customers and vendors who are truly looking for information to use as part of their decision-making process. What information can you provide them about your products and services that can win the sale? Do you have white papers available that provide in-depth analysis of new trends and products? Write a blog about the product or service and link that blog post to your white paper. Also get excited on LinkedIn in the “What are you working on now?” section. or start a thread on Twitter to get started. If a Reviewer writes a comment on your blog, don’t leave the response pending; answer! Leaving a comment is the Reviewer’s way of saying they want to be more fully involved in the topic at hand. He is not a one stop shopper. He needs more information before he can fully commit to buying the product or service. Take the opportunity to turn the reviewer into a customer.
Social media apps need to become part of your communications mix, not the entire enchilada. Weave blogs and Facebook posts into your other forms of communication and into your website and traditional marketing pieces. Remember, everyone communicates differently. Knowing how each customer prefers to communicate and collect information is key. Knowing how they make a decision about what to buy is critical to your Web 2.0 success.