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Posts in category Listening

Listening: the Doorway to the Future

Listening the Doorway to the FutureCustomer service can be argued as one of the most important responsibilities of marketing. It can either be a company’s best friend or it’s worst enemy. People talk about their experience with products through hundreds of platforms and companies need to be listening and responding to the good, the bad, and the ugly.

Listen During The Sales Cycle

Why stop listening after the sale is closed? Listening is the most important part of retaining a customer for the long-haul. Failing to effectively listen and communicate what they need can create a disconnect between the customer base, brand, and company. Companies should invest in technologies that will make them better listeners and create better experiences for their customers. Josh Catone stated, “One of the most useful ways that startups are employing social media is for customer service.”

Benefits of Listening

Listening can: create new products, uncover business opportunities, find product problems, ideas for content, blog topics. Listening is the catalyst for determining what direction a business should take. Listening is the easiest way to create a customer experience that makes customers return again and again.

In today’s world, companies can’t afford to do just what it takes to satisfy their customers. They will see fast enough if a company doesn’t genuinely care, and will jump ship. Companies have tools like HootSuite and Radian6 that enable them to better understand how they can serve their customers.

Your Community is Your Direction

User generated content should be the core part of a content strategy. Respond to what people are saying and provide them what they’re asking for. I have a friend who is starting his own photography business and is starting by simply listening to what pictures people need and want. He’s creating his product and answering their problem both by listening. This skill was taught to us in grammar school, but doesn’t come easy. Most people aren’t great listeners, and I try to practice better listening everyday. As you become a better listener, you learn to better respond to what you hear.

Your Marketing Strategy: Listening & Responding

Every company’s social media plan should revolve around listening, responding and optimizing their content and messages. Get down to human basics and don’t try and reinvent the wheel. Listening and responding will create customer and brand advocates that are very faithful. In return, providing you with the best form of marketing, word-of-mouth.

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Listening the Doorway to the Future

Listening the Doorway to the Future

Photo by: Kevin T. Davis

Listen, Read, Plan (Don’t Market)

Searches engines have changed the way we find information. It was very difficult to access information before the Internet was invented. We now live in a real-time world of continually updated information, which we have access to at almost at any point during our day. We come into contact with so many Internet marketing messages and there are hundreds of ways to find what we’re trying to answer, that businesses have to be listening and contributing.

Search engines are the starting point for the consumer and it’s the place where businesses should begin too. Locate your target audience on the Internet and then start to listen and research what their problems, needs and wants are. It’s critical at this stage of marketing that you don’t market. You must listen for several weeks you before you start commenting or engaging. You need to gather the information and then create a strategy.

The strategy is the most difficult part of the process. It needs to be specific and have goals that you want to meet in alloted time frames. Before you attempt to create a strategy you must use or know the different methods and tools you can use to communicate your messages. Homework should be done to learn the methods of how to use social conversation tools to improve your messages. I read a ton of white pages and listen to hours of webinars. I researched how marketing (communicating) has transformed and then started using facebook to listen, reading blogs on a daily basis, sharing content, tweeting, the list goes on.  Webmarketing123 produces very informative webinars that teach you tactics that can be implemented quickly and increase your Internet presence in a mater of a few weeks.

Once you are educated and have listened, you’re able to create a strategy. It should detail the next 6 to 12 months of how you’ll be communicating with your customer and respond to what they need and want. Planning is the most important part of a business and you must have a plan for the new ways you should market. You have a plan for  the ways you do/used market and learned the techniques. Marketers must communicate effectively and with purpose with their target audience in the social conversations. Planning is your best tool.

Mark K.

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Listen then Market then Listen Some More

It’s all about listening. We’re now transforming how we (marketers) gather information about the consumer and how we monitor them through the entire buying cycle. The end goal of our efforts is making sure they become brand/company advocates (the ultimate form of marketing). They must need, love, desire your product. It takes a great product to achieve success, but if you don’t have outstanding customer service, you created a bad product.

A very important responsibility of a company is to listen and respond to what they hear. This could be for hundreds of reasons: trying to launch a new product, responding to a compliant, performing market research. The more creative you listen, the bigger the advantage you have over your competition.

Listening now is much simpler than in the past. In the past you had to perform market research studies, questionnaires, focus groups, product testing groups, panels, etc. Now, because of the way we communicate as a society, we have a place where you can find all of that information in a matter of a few hours. Call it what you want: social networking, social media, inbound marketing, behavioral marketing, it doesn’t matter. What does matter is how it’s transformed how we communicate.

I tried launching this blog last spring and didn’t have enough knowledge of the subjects I want to cover to provide you with valuable, original content. I will be discussing the marketing revolution.

Mark K.

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