How would I know; why should I care?

Some of you may reading this be aware that this is a phrase from an old Zombies song. (Here I define old as it is a song that predates me:). I have always liked this song, and specifically this particular phrase. Little did I know when I first heard the song that this phrase would become essentially the essence of modern marketing. If I was asked today to provide one sentence that defines customer interactions and perspective, this phrase could well be the one.


How would I know…
In a dizzy array of communications sources that people need to deal with, how do they determine where they get their information, and who they should listen to? On the other side, marketers are faced with a myriad of communication channel options, but with very little real prospect for breaking through without a distinct advantage. This advantage must come from the consumer perspective.

Consumers are looking for credibility, trust, authority, and for them, this is mostly likely to come from a referral or what is perceived as an unbiased third party observation. These communications must often stem from other potential members of the consuming public in early stages of the brand relationship. The brand owner today is often not considered a credible source at the beginning of the journey, even when they are the first party the potential customer has heard from. This is one of the reasons that reviews and external third party communications that reference your site/offer help a brand site to rank higher in SEO today.

In order to achieve this, you must leverage people already in your court. Recognize that this is more than social media likes and +1s…we are looking for people who will actually talk about you (positively) either proactively (or at least responsively) on your site, in blogs and on other social media. While there are still some brand evangelists that will stump for you unprompted, gaining discussion time from the rest requires critical relationship building with your customer base.

Assuming we do get our message through, there is still the “Why should I care?” question. Despite our lip service to “the customer being king” and “relationship building”, the majority of marketing emphasis today still often relies on touting and conveying information that is important to the communicating organization, not the person being communicated to. It really needs to be reverse of this.

More than ever, it is crucial to determine what matters to the consumer segments you hope to sell to. Does what you offer match what they want or need, or will someday want or need. If yes, find a way to engage. If not, find a way to adapt (if you want that segment) or move on. Transparency of information makes it unlikely you will convince many mismatches to buy you offering, especially on substantial purchases.

Once you find the target segments you want, build a rapport with them and develop a relationship, you still need to stay in touch to keep the relationship alive. Without ongoing, valuable interaction, it is too easy for what you have built to die on the vine. Inertia is not your friend in a fast paced world , so staying in touch and nurturing the relationship is a must do.

Otherwise don’t bother trying to find her, she’s not there…

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