Marketing Makeover for CEOs
POWER TO THE PEOPLE!
As consumers, we're starting to recognize our influence in the market. In fact we're getting quite good at essentially telling CEOs and management how to do their job. As though we own stock in the companies and products we patronize, we're pushing hard for customization, convenience, and 1-on-1 attention.
Indeed, consumer power is quite liberating...until we turn the tables. As a business owner, manager, or service provider, you're certainly feeling the pressure in your own business to deliver the impossible to a fickle, often spoiled audience. We're all acutely aware of the squeeze on development and distribution resources, yet customer demands are showing no mercy. And now, thanks to social media, your customers can recklessly commandeer your brand and messaging. What brought about the customer revolution of 2009? And what you can do about it?
THE RECESSION FACTOR
Consider the general events of the last 12 months: Companies have downsized to the hilt in order to streamline their operations. Customers are still expecting the same level of service from companies now scrambling to cover the operations of previously staffed positions. Even companies who've retained their best, smartest people are realizing that brains alone cannot replace customer relationships once in place. It's always good to trim the fat, but many from sales teams and customer service were the ones on the ground level nurturing customer relationships.
THE SOCIAL MEDIA FACTOR
Regardless of your company size or industry, people are talking right now about you or your competitors. A good endorsement can speed up the sales cycle and drive new and healthy business. Negative talk (regardless how falsified) will spread exponentially1. Customers want to be heard; not just by their sympathizers, but by you. They know that if they can get your attention, you're in a position to bring about real results. But here's the catch: Customers want to hear back from you; not from your "people" or your PR firm. Not from customer service. And certainly not from a data sheet or white paper.
GROUND-FLOOR MAKEOVER
Take heart. You're good with people. And if somebody's going to talk about your products, who better qualified than you! You're still the good guy, and highly influential. And, to look good and sound genuine, here are a few marketing makeover tips to add to your arsenal:
1. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
2. Customer Database: Think "Better," not "More."
As consumers, we're starting to recognize our influence in the market. In fact we're getting quite good at essentially telling CEOs and management how to do their job. As though we own stock in the companies and products we patronize, we're pushing hard for customization, convenience, and 1-on-1 attention.
Indeed, consumer power is quite liberating...until we turn the tables. As a business owner, manager, or service provider, you're certainly feeling the pressure in your own business to deliver the impossible to a fickle, often spoiled audience. We're all acutely aware of the squeeze on development and distribution resources, yet customer demands are showing no mercy. And now, thanks to social media, your customers can recklessly commandeer your brand and messaging. What brought about the customer revolution of 2009? And what you can do about it?
THE RECESSION FACTOR
Consider the general events of the last 12 months: Companies have downsized to the hilt in order to streamline their operations. Customers are still expecting the same level of service from companies now scrambling to cover the operations of previously staffed positions. Even companies who've retained their best, smartest people are realizing that brains alone cannot replace customer relationships once in place. It's always good to trim the fat, but many from sales teams and customer service were the ones on the ground level nurturing customer relationships.
THE SOCIAL MEDIA FACTOR
Regardless of your company size or industry, people are talking right now about you or your competitors. A good endorsement can speed up the sales cycle and drive new and healthy business. Negative talk (regardless how falsified) will spread exponentially1. Customers want to be heard; not just by their sympathizers, but by you. They know that if they can get your attention, you're in a position to bring about real results. But here's the catch: Customers want to hear back from you; not from your "people" or your PR firm. Not from customer service. And certainly not from a data sheet or white paper.
GROUND-FLOOR MAKEOVER
Take heart. You're good with people. And if somebody's going to talk about your products, who better qualified than you! You're still the good guy, and highly influential. And, to look good and sound genuine, here are a few marketing makeover tips to add to your arsenal:
- Listen to the chatter. It's all around, on tools such as Twitter, LinkedIn, Digg, Facebook, and others. Other resources include blogs, forums, and search engines. Plus, technology lets you quickly sift through the most meaningful stuff.
- Internalize feedback from your most valuable customers (this may include dissatisfied customers)2. Remember, there are big business costs to pleasing everyone.
- Come down to the ground floor. There's a better view from down here of the things that really matter to your audience.
- Find your voice. Be candid and approachable. This builds a healthy culture within your organization and drives genuine customer feedback.
- Evolve. Give your most valuable customers a say in product development and service offerings. If you can do this, and do it better than your competition, you'll earn true customer loyalty—a powerful ally in today's economy.
1. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
2. Customer Database: Think "Better," not "More."
Labels: ceo strategy, marketing makeover, social media
posted by Jason Steed at
9:28 AM
1 Comments
