| Conversational Marketing |
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Word-of-mouth marketing has always been an important, cost-effective, way of letting people know about your products and services. Conversational marketing takes word of mouth to a whole new level! The active use of blogs and chat rooms has provided companies not only with a way to get the word out, but also with vast amounts of information on their target market. And this is where Conversational Marketing starts – with listening.
Marketing efforts are often one way – you think you have a great message so you push and push to get it out there. Conversational marketing is about:
- opening a dialogue with your marketing
- making a direct connection with key stakeholders
- communicating, listening and reacting
Ford Motor Company recently started a new advertising campaign called Bold Moves (www.fordboldmoves.com), described on its web site as “a weekly updated video documentary series that takes you inside Ford as it attempts one of the largest corporate turnarounds in history.” According to a release on iMedia, the campaign intends to “strengthen Ford’s appeal to an alternative, environmentally aware audience.” Ford bought ads on 400 blogs when they launched the campaign. They invited people to view the videos, ask questions, comment on the good and the bad and essentially connect directly to “the executive, managers, designers, engineers and other professionals at Ford who are close to the issues.”
But is conversational marketing just for the “big guys?” Not a chance. Conversational marketing takes place in a number of forums:
- call-in talk shows (to some extent)
- teleconferences
- on-line forums
- blogs (to a great extent)
- anywhere groups of people come together in real time to share and refine ideas
Conversational marketing lets a lot of voices be heard – and when a voice is heard, it can effect change.
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| Tips For An Effective Blog |
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(Really known as the basics for any effective marketing program)
- Know your goal. Do you want your blog to attract new customers or to increase loyalty of existing customers?
- Know your audience. Who is your target market? What do they want to hear about?
- Know how you will manage and follow up. Remember, blogs are a commitment. To be effective you need to write often, most bloggers are writing daily and many multiple times a day! To begin, commit to at least 2-3 times a week. If you have staff, keep in mind that they can participate too – you don’t have to do all the writing. On top of that you need to review postings, respond to reader comments, link to relevant news, etc.
- Know how you will promote your blog. You can let your customers know about it and then let it grow organically from there or you can submit it to on-line directories.
- Know your options. Blogs took off when the tools to create them became easily available and cost-effective. Do some research, ask some questions, choose a tool to manage your blog. (A great place to start is www.blogger.com)
But beyond the implementation aspect, know your options regarding where your blog can go in the future – an amazing number of opportunities are opening up everyday to make money from your blog. Is that in your future? If so do you have the plan in place to get to bring your blog to that level? This really is the tip of the iceberg on blogging – many people have done an excellent job capturing additional thoughts and considerations. Visit our resources page to continue your blogging education! Who knows, perhaps soon you will be able to give us your thoughts and opinions on these topics on Precision Marketing Group’s very own blog!
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Blogging Defined |
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Wikipedia defines a blog as a website where entries are made in journal style and displayed in a reverse chronological order. This interactive tool reflects its author’s opinions, thoughts, ideas, rants, and raves.
Blogs are important for getting your opinions out – but for good marketers, they are most important for getting other people’s opinions in! “Listen” carefully to your blog and learn important points about how your audience thinks and what they think about. Questions To Ask Yourself Before You Blog |
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