The Art of (Client) Conversation

It can be tough to carry on a good conversation at a dinner party, social event, soccer game or online. Above all, it can be especially challenging in business. However, the impact of a productive, positive conversation with your customers can be very valuable.

I think it is an effective marketing tool that is underestimated and even often overlooked. The idea of give and take communication between you and your client has numerous advantages including building brand loyalty, encouraging first-rate customer service and providing another opportunity to promote your specialized services.

Whether it is via Twitter, Facebook, email campaigns, etc., keeping up a productive exchange gives you an ideal opportunity to learn about your customers’ likes and dislikes, preferences, buying habits, etc. The more you know, the more effectively you can sell and ramp up your own efforts.

So how do you engage your customers in discussion? Social networking is a great place to start. And, with its growing popularity and dedicated users, it makes communication an easy, non-invasive process. Email campaigning can be a successful vehicle as well. To be effective, be sure to be relevant, be a good listener, ask lots of questions and read between the lines.
Think about this when considering your current marketing efforts. Everyone likes to be heard and be understood. I believe it can do great things for your business. So, on that note, please feel free to pass this advice forward and email me back. I welcome your comments and am always up for a good chat.

Looking Inwards - A How-To On Marketing Your Own Business

Why is it so hard to market your own business? Does it feel too overwhelming, too vulnerable too personal?

It can be difficult to put yourself ‘out there.’ There are so many unknowns – who’s looking at my (website, blog, social networking pages), what type of image am I trying to convey, how do I show my personality without being to close for comfort? It can be a problem. Marketing your business (which by the way is an extension of yourself) does take one out of his or her comfort zone.

I thought this was a great topic to address, as it hits close to home for me as well. I have recently refreshed my website, began this blog, launched my own social networking pages, and re-evaluated and tweaked the marketing materials for my own business. As a publicist, I am in the business of promoting others, so looking at my own business was a daunting task.

However, I would like to pass my knowledge onto you, by way of a few thoughtful tips to get your started and refocused on marketing your business. Consider these ideas below when building your marketing plan.

-Identify your goals. What are your intentions with your marketing efforts? What do you want to achieve? And, what are the best vehicles to do so? Yes, there are so many new ways to market. Just make sure you are using the most appropriate methods for your specific needs.

-Be a good listener. Spend some time looking at other blogs, social networking pages and websites. See what’s out there and monitor the chatter. It should give you a good idea of what others are doing, where you fit in and how you can differentiate your business.

-Be useful and build loyalty. Think of this as a great opportunity to share your
expertise and your wisdom. Remember you are, in essence an expert in your field. Helping others will come back to you to two-fold.

-Be professional. It is okay and even encouraged to show a bit of your personality. However, as I have written about in previous blogs; be appropriate and professional, this is still business. First impressions and reputations still apply online.

-Self-promotion with a slant. It is suitable to use these new mediums as a platform to promote and gain sales, but make sure it’s not ‘all about you.’ That can be an immediate turn off. Be relevant and be of value.

-Build community. Encourage interaction between you and your readers. This back and forth will build a positive image for your business and encourage customer loyalty.

-Keep it fresh and integrate your efforts. Two thoughts here, first, keep your content pertinent; and second make sure all of your efforts are working in harmony. Everything should link together (your blog, website, email campaigns, etc.) and your message should be streamlined and consistent to get maximum exposure and results.

I am more than happy to field questions and always welcome comments. Please feel free to pay this forward. Finally, take a look good, hard look in the mirror and leap out of your ‘zone.’ Good Luck!