Too obsessed with being seen?
The other day, I was parsing through my usual daily inflow of free webinar offers, machine-gun Tweets and other digital bombardments, and I found myself wondering whether we have drifted too far away from a fundamental focus on providing something of value to a customer, one customer at a time? Are we in fact in a visibility mania?
The dominant discussions out there seem to be about being located, ranking high in searches, and using social media for outbound ‘reach and flood’ marketing. But where do you take people once they have found you; what is the unique value you provide that makes them want to go for their wallets? There seems to be very little chatter out there about getting better at what we do, providing more service, having a true dialogue with customers, and learning from them how to provide more value.
Here are a few ideas on how we can return the focus to the customer:
Have a ‘Designated Listener’ on your team. The DL is there to pick up on what customers are saying, thinking and needing. This doesn’t have to be only using social media. Get out there, listen in person, use MeetUp to schedule a fun gathering for some dialogue, invest some time in a solid back-and-forth with a single customer on Facebook or in person.
Take your marketing local and in-person. Have some events where people can actually meet you and other customers live. I am picking up on some real fatigue out there with purely electronic relationships and social media. Let’s not forget the power of a handshake and a face-to-face chat. Bring in a speaker to stimulate some dialogue and let the discussion take off.
Make use of surveys and focus groups. Yeah, I know, major yawn. But these old standbys are still great ways to find out what is on customers’ minds, what is bugging them, how they like to be marketed to, and how they would in fact go about searching online for a business like yours. What keywords would they use – why guess?
Feature customer blogs on your site, both the complimentary ones and the grumpy ones. Invite a customer to be a guest blogger, or to be part of the design and customer service team by creating an online community that they can join. Hire a team of customers to meet with the company for a week, and tap into their insights and suggestions.
None of these ideas are new and revolutionary, and many were in my second book, “Competitive Intelligence: Fast, Cheap & Ethical,” but they are still valid, and could help us return to doing more listening and less talking.
I am interested in your thoughts! Please feel free to weigh in here, or by email. To explore having me meet with and speak to your team, please feel free to be in touch anytime via the contact tab on my website.