Later today, I’ll be on a conference call with a client to discuss how in the world wide web to reach her customers. This client recently attempted some traditional marketing tactics that went “splat” in terms of garnering leads. Her team of national sales reps needs fresh contacts. Why didn’t the print ad or direct mailer do the trick…like they used to?
The customers haven’t gone away nor has their need for the product this client manufactures, yet they clearly aren’t getting information to make purchasing decisions in the same way these days.
In prep for the meeting, I did a cursory Web search and quickly found several discussion boards on which end-users were asking about this client’s product. It was a bit maddening to read threads that were six months cold—potential customers bantering about “what’ve you heard?,” “is it any good?,” “is it hard to use?” and see no knowledgeable response to affirm the product’s validity.
Here are some key points I plan to make on the call today, to help this client find her customers and redefine her marketing tactics.
Set up news alerts for key search terms.
Create Google and/or Yahoo! alerts for product and brand names, as well as key phrases, to stay apprised on mentions that are happening online on a daily basis. These daily feeds are emailed directly and are handy as tools to know what’s being said about select topics of interest on the web.
Give regional sales reps online ‘territories.’
They call it the “world wide” web for a reason. The Internet is a big place made of up small spaces. Enlist regional sales reps to find online forums, discussion groups and sites that are gathering grounds for customers. Cull the list, then divide amongst the reps in order to conquer. Have them watch those lists regularly, to gain insight on what’s being discussed and interject as needed. Advise reps to not “sell” on these forums, but rather inform and engage in discussions as a member of a community.
Become the news source.
Think “education” over “persuasion” by enhancing your website with a blog. A blog is your chance to be the publisher, convey pertinent messages and get the word out to customers. I’ve previously written about effective blogging, but bear in mind that blogs can be forays into other online communities. Blog content can be reposted or linked in countless places or used as reference in those online discussions and forums the sales reps will be monitoring.
Tap into the power of PR.
Public relations is so much more than traditional media relations, especially today. As more forums and topic specific blogs infiltrate the ‘Net, PR can serve to reach these non-traditional media outlets with key messages. PR can help guide the content of company-generated blogs, find in-person opportunities to connect and even aid in creating messages and responses to inquiries on those online forums.
Looks like today’s conference call will be an important one! Wish me luck as I encourage this client to take her small biz to the big time through the use of social media!
I’ll keep you posted…
