In my last post, I talked
about the basics of content marketing. But there really is something new under
the sun. Content marketing doesn’t only encompass traditional marketing tactics.
It also facilitates customer
conversations. Content inspires customers to respond and we all know that
conversations can lead to the establishment of meaningful relationships if
handled well.
You know: the interchanges
that happen over the phone, via email, customer service complaints and
face-to-face conversations are opportunities to service customers well and to
solve their problems quickly, efficiently and empathetically. Every dialogue is
an opportunity to win the customer over and to solidify a relationship.
Caveat: Every employee needs to understand that they
are the brand to the customer. No amount of content marketing means a thing if
the customer experience is a poor one at every contact point with the company.
Content marketing has the
power to take a business one step further if fully implemented with social
media. Twitter, Facebook, a company blog enables the business to share
insights, offer solutions to problems and discuss industry specific issues with
their customers. It attracts the kinds of customers who have need of the
services of the business and encourages conversation.
Engagement of this nature can yield solid new
business. The kind of business that is a true fit for the company and the
customer. We all know how long it can take to qualify leads; content marketing
can get businesses there sans endless research.
Sounds good, but before implementing
social media, businesses must:
- Be committed from the top down. Get a number of
voices from the company to participate. While each has a unique voice it
is important that they all represent the company brand faithfully.
- Be willing work at posting good content. Poor
quality content is damaging to the image of the business. Banal content
that doesn’t offer new ideas, insights and substance isn’t worth
executing. It doesn’t win customers. Make it meaningful.
- Be mindful that the content should center on the
company’s core and its expertise. Be passionate about helping your
customer.
- Be there. Putting content out there, getting
comments from potential customers and not responding is as bad as not
responding to customer inquiries promptly via email or telephone messages.
- Be genuine and truthful in all communications. Be
humble and approachable.
- Lastly, be open-minded. If negatives arise,
handle them tactfully and offer real solutions. There’s nothing like
turning a gripe into a positive for your company.
It’s so important to be
committed and engage meaningfully with potential customers when adding social
media to the marketing mix.
What would you add to this
list and why?