Manage Your Online Reputation, Or Else

You don’t have a choice – your business is online. It’s there because you have done so or because someone else has done so. It is always to your advantage if you take control of your online presence.

Your Brand Needs to Listen In on Social Conversations

Judge Judy is fond of reminding people in her courtroom that we have two ears and one mouth, meaning we should listen twice as long as we speak. Truth, even for brands.

Every brand needs to have a social listening strategy. Social listening happens when you monitor and analyze conversations across social media to better understand the customer, brand perception and the current impact of its online presence.

Understand Your Customer

The first reason to invest time in social listening is to better understand your customer. Social listening can help you discover the habits, interests and problems of your target audience. Social listening also helps you to discover which channels your target audience uses and how they are used.  With this insight, you can create content that is shared in the right places and is relevant to their interests.

Increase Engagement

Social engagement is not always easy, but social listening tools can help you stay on top of conversations. it increases your ability to find conversations everywhere they are happening, not just on your channels.

Discover Business Opportunities

Social listening can lead to inspiration for new topics to cover in your content marketing. You can tap into top of mind topics and pain points. You may uncover an issue you didn’t know existed and win by addressing a customer need.

Reach New People

You can find new people in your target audience via their social conversations. Monitoring keywords and phrases that are relevant to your brand can lead you to people who need you and don’t know it yet!

Research Competitors

Social media is public, so it is a very transparent place to monitor competitors and complimentary organizations. Listening can help you learn about what your competitors are doing. You can see the impact of their content and who is engaged.

Fundamentals of Relationship Marketing

Marketing is a broad term that encompasses a range of activities to promote products, services, brands and ideas. I believe that relationship marketing is a key to success for every type of business and marketing endeavor.

To find success you must make meaningful connections with your target audience – you must create, build, and deepen relationships.

You must win the confidence of your clients. You have to know how to talk to them and give them the positive impression makes them feel more connected to you than the competition.

There are three important components to relationship marketing.

Focus Beyond One Sale

Relationship marketing looks beyond one-and-done sales. The goal is to create a connection that leads to ongoing give and take with customers and key audience. Customer value is defined in a way that is more faceted than sales volume.

Responsiveness

Relationship marketing is responsive. Questions are invited and are answered. Person-to-person connections are made as brand representatives both reach out and respond to customers. Calls are answered, emails get a personal response, comments are acknowledged.

People choose to do business with people, not companies. So, building rapport with them is essential for creating long-term business relationships and better brand trust.

Honest, Plain Language

In order to build loyal customers, you must establish relationships based on trust and confidence. This takes intentional effort that is based on being honest and straightforward. Make the investment and reap benefits far beyond a one-time sale.