Of all the purchases a consumer makes, buying an automobile is one in which a high level of trust during the transaction process seems to be the exception, not the rule. Social media presents forward-thinking auto dealers a way to change this perception.  

Social Media Can Be the Difference

Today’s savvy consumers do their homework online prior to shopping. This is particularly true when it comes to shopping for a car. Buyers are learning about new and redesigned models, dashboard technologies, cool gadgets, fuel efficiencies, hybrids, and of course pricing. However gathering information about an important product is one thing, deciding where to purchase it is another. In the end, people buy cars from local dealerships not automakers. It is here that the engagement process becomes most important. It is here at the dealer level that social media can be the difference.

Building Relationships

Social media provides auto dealers a platform to begin the relationship building process before a customer picks up the phone or enters the showroom. When done properly, social media allows dealers to engage customers in two-way conversations by providing relevant and timely information, offering ideas and solutions, highlighting community and charity involvement, as well as actually giving a glimpse into the people and personalities at the dealership. It is this type of transparency that helps build confidence between a business and its customer base.

Further, auto dealers can use social media communities to enhance relationships with their current customers. Special offers, incentives, contests, employee and customer recognitions as well as car care and maintenance tips can all represent added value to their clients.

Refreshing Approach

As businesses from many industries use social media to engage their customers, auto buyers may find this approach from dealers to be a refreshing change to the relationship dynamic. The Internet has created an educated consumer - social media provides the platform to build relationships with them.

Customer service has always been important to business, however today it has become the best marketing tool you have. People are now sharing information, exchanging ideas and voicing their opinions at a rate like never before. Social media and online communities provide platforms for consumer and peer reviews on brands and businesses which can procure impactful results. Positive customer experiences become amplified and produce word-of-mouth referrals. On the other hand, negative customer experiences also become amplified and can damage reputations of even the top brands and companies.

I recently wrote how I think companies that gain the trust of their customers will be the ones to lead their respective industries going forward. Trust in business is built on many levels however at its foundation are credibility, accountability and responsiveness. These traits or lack thereof are often most measured in the area of customer service.

Customer Service Is Where It Starts

Good customer service is where it starts. Listen to your customers, offer solutions, be timely with responses and provide value. It’s basic stuff. If your customers have positive experiences with your brand or company they will share them. Further, websites and social media communities now allow companies to extend their customer service efforts and engage customers in unique ways. Providing expertise, answering questions and delivering relevant information are all part of the customer service equation.

Of course, your brand or business is being talked about in far more places than your own online environments and unfortunately not always in a positive light. There are solutions here as well which enable you to listen to and engage your customers. When they have negative experiences, you want to hear them, formulate a response and take appropriate action. You’ll be surprised at how just making the effort can convert critics into advocates.

The concept of customer service is nothing new. However the techniques and the reach potential have seen exponential change.

]]> http://www.thecontentstudio.com/2009/12/how-customer-service-has-become-your-best-marketing-tool/feed/ http://www.thecontentstudio.com/2009/10/what-companies-will-take-the-lead-when-the-recovery-kicks-in/ http://www.thecontentstudio.com/2009/10/what-companies-will-take-the-lead-when-the-recovery-kicks-in/#comments Thu, 29 Oct 2009 10:57:36 +0000 Jim Hughes http://www.thecontentstudio.com/?p=566 When recession turns recovery, which companies will be poised to take the stage and lead their respective industries? Sure, history shows us companies that continued to advertise and promote during recessions (even the depression) were the ones that came out ahead when the economy turned. However, I think there’s more to it this time.

Which Companies Take The Lead When Recovery Kicks In?

Certainly there is history to remember, but today’s consumers want more than just intrusive advertising. There are emerging trends in the way we communicate which may reveal the answers.

New Media, New Audience, New Technologies, New Brands

The incredible growth of the Internet and Social Media cannot be ignored by any business in any industry. To do so will be at the risk of your own demise. Don’t agree – look at the facts.

• Over 80% of Americans use the Internet today
• People now spend as much time online as they do watching television
• Facebook has more than 300 million active users
• President Obama used social media to spread his message, gain followers and ultimately win an election (let’s not forget Twitter’s impact in Iran)
• Google is #7 Ranked Brand Name in the World

Stay Relevant With Customers Or Die

Stay quiet during this down time – good luck! Slash marketing budgets, yet do nothing in its place to stay in touch with your customers – who are you again?  However, it’s not about maintaining your advertising – there’s more to it this time.

We Will Do Business With Those We Trust

With the meltdown of the banking and automobile industries, loss of jobs and overall job security as well as the enormous hit to 401k plans, home values and net worth – Americans are reevaluating which businesses they will trust going forward.

Today’s information evolution driven mainly by the Internet and social media has created a media savvy and educated consumer. People want to make up their own mind about what they need. They want to form their own opinions on products and services – and they will express those feelings with others.

The Internet and social media is changing the way we share, exchange and connect with each other. Companies who embrace these new communication platforms to provide relevant and transparent information, share their expertise, exchange ideas, offer solutions and answer questions will gain credibility and build relationships with customers.

So, Which Companies Take The Lead When Recovery Kicks In?

The ones we trust – because there’s more to it this time.

How about you? What do you think will shape the companies that will take the lead?

With ROI as a constant focal point, business owners must implement strategies which accomplish multiple objectives.  However how many have considered this approach with their customer retention and new business marketing efforts?

Combine Customer Retention and New Business Strategies

According to a recent study, 41% of small business owners said their top short-term priority is maintaining their current customers. While 26% say they are focused on growing their business. These statistics come from OPEN Small Business Monitor, the semi-annual survey of small business owners conducted by American Express.

That’s two-thirds of all small business owners surveyed that identified satisfying current customers and new business development as their top priorities. I must admit to being surprised the percentage isn’t higher. After all, not many priorities would be more important to any size business. The question that comes to mind though is how many companies actually combine these efforts under one strategic approach?

The Internet and Social Media platforms provide businesses with unique opportunities to combine customer retention efforts with business development initiatives. When a company provides relevant and compelling information, shares its expertise, exchanges ideas, offers solutions and answers questions to consumers it allows itself to build relationships with both current and potential customers.

Companies which maintain an active and evolving digital presence create a consultative approach with their current and potential customers – one that they actually learn to appreciate. It provides an opportunity to communicate with customers during all phases of the sales cycle – without being intrusive. When done properly, it’s an approach that provides transparency, gains credibility and builds trust with your target customers. It serves multiple needs for a business including the important areas of customer service and lead generation.

Does your company incorporate strategies which connect simultaneously with your current customer base and your target market? I’d be interested in hearing your thoughts.

Today’s radio listening audiences are no different than other media consumers. They are media savvy and want information, not hype. They want to hear relevant and compelling information about subjects of interest and need. They want to be engaged both intelligently and emotionally.

So how do you transform intrusive commercials into engaging content?

Here are a few thoughts:

• Advertisers: Gain credibility with your target market by delivering relevant and compelling information.  Focus on providing updates on products and services rather than hyping sales.

• Ad Agencies: Create commercials which blend with the context of the radio programming. The tone and dynamics of the commercial content should match the music format of the radio stations and the lifestyles of the listeners.

• Production Directors: Producing engaging commercials is a craft - it takes talent and commitment to the process. Focus on producing creative content, don’t just add sound effects and edit voice overs.

• Program Directors: Savvy radio listeners long ago figured out when you run advertisements.  That’s because you run them at the same time as every other radio station in your market. Time to revisit that programming clock.

• General Managers: Stop having Sales Reps write copy for local advertisers. Good copywriting makes an impact. Poor copywriting is just bad radio.

• Sales Managers: Consultative selling is about the client’s needs and meeting those needs with solutions. Not every client is right for your radio station or its listeners. It’s a disservice to the industry when you don’t recognize this.

• Advertisers Step 2: Make sure your ad agency and media partners understand your business and brand. If they don’t – replace them.

• Ad Agencies Step 2: What does a high school senior have in common their parents? Very little. Narrow your demos on media buys. 18-49 is not a target demo. By the way, neither is 18-34.

• Program Directors Step 2: Your listeners connect with the music, personality and lifestyle of your radio station. They will also embrace advertiser content that blends seamlessly with your format. Be creative and lead this effort.  

These are not intended as critiques but as critical discussion points. I’ll share more thoughts in Non Intrusive Radio Advertising, Part 2.

So I ask you, how are your or your client’s radio advertisements non-intrusive?

Your content marketing strategy will determine your ability to attract and retain a target audience. Sure the communication platform or media channel will formulate the dynamics of your conversation and the tone of your message. It will also dictate the expectations of the audience. However in the end, it’s what you say and how you say it that will determine your ability to engage your target market. It’s the information that you provide that will resonate with your potential customers.

Content marketing is becoming the difference maker today. Emerging technologies and changing media landscapes will continue to challenge business owners and marketers with reaching their target customers. However, if you focus on delivering compelling information to your target market, you will become relevant to them.

Do you have a content marketing strategy in place?

Regardless if you are communicating in person, online or through other mediums, building credibility with clients takes time and effort. When communicating with a potential client in person, the objective should be to discover and understand that client’s specific needs. Once understood, your goal is to provide information or advice on solutions that best meet those needs. Depending on the business, product and service this process can take several days, weeks or even months. It’s a consultative approach which I believe works best.

The online approach should be the same. I recently wrote that sharing expertise, exchanging ideas, providing solutions and answering questions allows for building lasting client relationships. Brands and companies that provide useful, transparent information become relevant and credible. Again this takes time and some commitment.

Providing compelling content to your prospects via your website, blog, eNewsletters and other communications increases the ability to influence the perception of your company, and ultimately the behavior of your target customers.

How are you developing creditility with your clients online?

Digital and social media’s level playing field does not however ensure victory – they simply allow you to compete. Those of us who participate in or follow competitive sports know that talent, decision making, execution, and desire to win all make the difference once the game is on.

In today’s information age, relevant and compelling content is the key to engaging target customers and thus becomes the talent in our sports metaphor. Creating original content on your website and increasing online visibility via inbound marketing strategies all contribute to establishing your company’s digital presence.

Choosing media channels and topics of conversations to connect with your target customers are significant components in the decision making process. Writing blogs and e-Newsletters, using Twitter, Facebook or other social media networks all can be effective tools for small businesses to compete if used in proper context.

Frequency of producing content becomes the execution piece to the equation. How often you update content on your company’s website and chosen media vehicles is essential to managing your online presence, maintaining the interest of your customers and maximizing SEO.

Small businesses that provide useful, transparent information become relevant and credible. This increases their ability to influence perception, and ultimately the behavior of target customers – the obvious desire to win reference.

Many small businesses possess the expertise of their products and services as well as the passion for providing solutions to their customers. This is the beauty of doing business with these organizations. The small business challenge however, is how to participate competitively on this newly created level playing field of connecting with target customers.

Is the talent within your company to communicate effectively? Can you afford to assign someone the time to focus on the marketing strategy? Can you afford not to?

The game is on – is your company participating?

Event moderator Joe Pulizzi from Junta42, HubSpot’s Mike Volpe and Prime Visibility’s Andrew Hazen each provided valuable insight into their areas of expertise. Other speakers reviewed interesting case studies and information; however Joe, Mike and Andrew hit the relevant topics mentioned in the lead sentence.

I found it was Tippingpoint Lab’s Andrew Davis who stole the show with an impressive overview on the topic of social media. He delivered powerful content while using an exciting new presentation format called Prezi.

As Davis energetically led us through his views on social media and its synergy with custom content, an interesting observation came to mind. Andrew was a live, walking and talking demonstration of the actual subject itself. He provided relevant and compelling content. His knowledge and passion was convincing. His delivery was effective, transparent and it matched his chosen communication platform. He ultimately left many in the audience wanting to ask more. My compliments Andrew!

Does your company effectively communicate with its target audience and have them inquiring for more information?

Over the past several years many forward-thinking companies have formed a consultative selling approach.  In short, consultative selling is solution-led rather than product-led.  The idea is to emphasize customer needs and meeting those needs with solutions combining products or services.  A consultative seller provides information or advice on which solution best meets the clients’ needs.  When properly and genuinely executed, the salesperson becomes a valued consultant in their respective field to their client, which in turn leads to a successful partnership.

Content marketing has several descriptions.  However I think we all can agree that the concept of content marketing is totally focused on customers’ needs and interests.  It’s the art of engaging a target audience by delivering relevant information about a subject of interest or need, and then influencing a behavior. That’s my description.

Content marketing allows organizations to provide current and potential clients with useful information or advice.  In other words, content marketing is a solution-led selling approach.  When done properly, content marketing positions your company as an industry expert (consultant), it builds trust with your customers, it generates leads, and it leads to doing business.  It’s a solution-provider technique.  Sound familiar.

There are many forms of content marketing which companies can incorporate into their marketing and sales process.  The challenge, like with any strategic approach, is execution.

How is your organization handling communications through emerging technologies?  How are you connecting with current and potential clients?