Turn Marketing into Conversations – Part 2

by Lilia Shirman on February 27, 2009

in Customer relationships,Marketing 2.0

More ideas about how to transform traditional marketing tools into Marketing 2.0 vehicles.

3.    Websites – Don’t hide customer feedback and support in a corner of your site. Place feature request and comment links right on product pages, so that customers can respond immediately to the content they see. Asking a question gets the customer more engaged than downloading a white paper. Involve product management and engineering in responding to the queries. It’s a great way to for them to touch the customers they otherwise rarely or never see. Post the most interesting questions and answers or turn them into additional content.

4.    Press releases – What if your PR people became your customers’ and partners PR people? Lots of stories would best be told by someone other than a vendor. (And would be more likely to get picked up for coverage.)  Build relationships with your customers’ and partners PR departments to understand how and where they want to be seen, and how talking about your relationship can help with that.  Have your PR staff assist partners and customer with replying to PR opportunities.

5.   Webinars – Yes, by now, this is a “traditional” marketing tool. But many companies tend to make webinars too one-directional.  Use all the interactive tools (and the many webinar hosting services that offer them). Polls, chat, and Q&A are the common set. Use surveys both before and after your webinar. And don’t limit the surveys to questions about the webinar like the all too familiar “Did you find this useful?” Instead, ask questions that help you understand customers or that customers will be interested in too. The latter gives you an excuse for a follow-up contact that actually delivers value.

Have you tried these or other ways to engage customers in conversations? Share them in your comment!

Read More
Turn Marketing into Conversations – Part 1
Turn Marketing into Conversations – Part 3

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