Put Your Money Where Your Ear Is

August 28, 2007

Everyone is buzzing these days about conversation marketing. But it’s nothing new. What is new? The type of conversation.

Before, it was just corporate campaigns talking at consumers. But the power of the internet has changed the conversations in marketing into a two way street. And companies who aren’t listening are going to feel the pain.

Think about it like this: Have you ever hung out with “that guy” who does all the talking? You can’t get a word in edgewise. And you can’t establish a real relationship with that person, because they don’t seem to value what you have to say at all.

This is exactly what it’s been like for consumers for years. But the internet has changed that. It has given people a place to say what’s on their mind and connect with like-minded consumers they never would have met otherwise.

This tends to strike fear into the hearts and minds of senior level management at companies. But that’s fine. It’s way better than denial, and change is rarely absent of fear. After companies have had the great epiphany, they can take advantage of new opportunities.

Imagine knowing exactly what your customers want, and then delivering it. Now, I’m not an economist, but that sounds like cha-ching to me. But be advised - what customers want is not what you might think. You might have 25 years of experience in your industry. But the only constant in every industry is change.

This isn’t a call to set up a focus group. This is a call to do some serious web surfing. What are bloggers saying about your company? Who’s talking about your products or services on MySpace and Facebook?

The first thing to do is just listen. It will be tempting to respond. Instead, take the feedback and let it ruminate.

Then develop systems within the company to engage in these conversations. These systems may affect everything from IT to Marketing and even making sure you have the right employees to handle the newly aligned goals.

Whatever it takes, make it happen. Because you don’t want to be “that guy.”

Technorati Tags: conversation marketing, social media, online custom publishing