Marketing is about building and growing relationships. Social media serves as an attractive avenue to accomplish important marketing objectives. If leveraged properly, a company can improve their communication with leads, prospects and customers through social media outlets.
However, the real untapped power in Web 2.0 is creating forums for productive interaction between your leads, prospects and customers (i.e. peer-to-peer consulting between your constituents). Four top line tactics to that have been successful in facilitating peer-to-peer consulting amongst your market:
Initially treat online discussion forums as a single event and promote it as such (i.e. October Forum on “How the Recent ABC Regulatory Changes Impact Widget Production Process and How Companies Can Capitalize”)
Choose a topic that is controversial, topical and/or particularly important to a large portion of your customer base
Invite customers to serve as “KOLs” or key opinion leaders in facilitating a specific forum or discussion, asking them to post 1-2 times per week for a month
Don’t self promote your company or service within the fourm
Social media has presented companies with a unique opportunity to harness the “Wisdom of Crowds” and gain recognition (and revenues) by brokering relationships between members of that crowd. If managed properly, facilitating peer-to-peer consulting between leads, prospects and customers can increase client loyalty, retention and the overall perceived value of your service.
How has your company untapped the power of Web 2.0?