Marketing Action Club BLOG

Keeping in touch with your prospects, clients and potential referral base is, of course, a good idea! There are many options to make this easier, and this week there was a great illustration of how to use online tools, specifically social media, in this regard.

One of the many books currently addressing social media and its use in business is: Socialnomics by Eric Qualman. It is an interesting read for the authors take on the marketing and the subtleties of using online tools. More interesting was the direct message I received from the author (on Twitter) when I made a similar comment on that platform.

This is not unusual today but it shows that it is worth listening to your audience. Keeping in touch with your constituency is important and makes them feel heard. Surely you want your prospects to know that you are listening, and aware of their issues? This is so different from many marketing approaches where the emphasis is on “telling” your prospects all about yourself and your company.

Although this is an online example it applies to all marketing efforts. The issues and challenges your prospects and clients are dealing with is central to them. Your message will be much mire effective when it plugs into these areas. Listening to what those problems are is a great way to find out what sort of message will resonate with them.

Online tools can make this easier. However they also allow for simple broadcasting of a message. Keeping in touch and listening to what your target audience is dealing with is far more powerful and will give you great insight into what your message can best address. Simply sending a message that lists your services, or tells everyone how great you are is easy online – there is little or no immediate feedback. However online as well as offline, staying connected to, and addressing prospects concerns will be far more productive.

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