With the advent of social media, online marketing changed. Suddenly, it’s now possible for personal or corporate brands, companies, and organizations to use these tools to have bilateral intimacy—engagement. The result is that you can be more connected to your fans, customers, and supporters than ever before.
This change now requires that an organization transform into a customer management organization instead of a brand organization. Which means you must care about your end-user. You must be authentic and transparent with them, and you must engage them in the creation of products and services. In fact you should make it an integral part of your company’s marketing strategy.
All of this represents 1:1 marketing. Which is not about trying to sell a single product to as many customers as possible, instead, it’s about trying to sell a single customer as many products as possible, over a long period of time—you know the marathon that is in building a business.
Here’s how you can use social media and this new 1:1 marketing to benefit your brand, company, or organization:
- Build Unique Relationships. Building a relationship is hard, but building a unique relationship is even harder. Unique means you listen to them and are interested in their interest. For example: You may follow your customer John on Twitter. You soon discover through tweets, your customer John loves the New York Gaints and that his birthday is in two weeks, so you send him a Gaints jersey thanking him for his business and congratulating him on his birthday. Now that a unique relationship.
- Understand the tools. The writing and articles that I read about using social media assumes that you already know how to properly use the tools. That you have invested months (sometimes years) understanding prospecting and using the search features, analyzing engagement rates, that you’ve been listening instead of pushing, and that you know the deposit and withdrawal ratio. Too often, we quickly jump ahead to the new thing, failing to get good enough at the important thing, first.
- New Job. Once you have enough passionate fans, readers, listeners or etc. Your job is no longer to go find customers for your product, but your new job is to go find products for your customer. This means working together and asking for their participation and involvement in your projects. By working together, you will learn something that will help in creating new products to solve their problem.