Everyone is talking today about the need for companies to start conversation with customers, partners or strangers to boost their marketing. But Conversation is not a Self Starter.
Many marketers have been misled by what is called “buzz techniques” or Buzz marketing: funny videos, shocking stories, statements or movies. These buzz techniques are good to “get attention“; they could start small talk, but in many cases they are too short-lived to build momentum for good a long lasting conversation to start. They rarely convert into business result.
Not all conversation are equal. The kind of conversation companies want is the one that help them to Be Wanted and Welcomed in their Customers’ and Prospects’ Mind … to quit from chasing customers to Customers coming to them … to receive faster, more enthusiastic and more qualified responses to their promotion, and turn more customers and contacts into friends and voluntary advocates, generating a consistent word-of-mouth referrals and a non-stop viral buzz.
Yes, Starting this kind of powerful and irresistible conversation is possible. But How?
The answer comes simple: Befriend your customers and contacts One at a time. It’s a One to One to Millions marketing strategy, or the power of Befriending One Customer at a time.
The strategy is to change strangers into friends, friends into advocates, and advocates into customers. It works by offering Information as a Gift ™ to strangers, friends, customers and contacts.
For established companies, it means sending their customers to other businesses for FREE, as a powerful way to build loyalty and growth.
For start-up companies, it means finding or creating great content that would be helpful for their target population, and packaging this content in personal and attractive way, and send it to their target with the purpose to befriend, then convert them into customers. It works.
The more successful your company is at recommending other companies’ products and services that are relevant to its customer’s lifestyle and needs, the more likely it is that customers will extol the virtues of your company. They’ll reward you for it, too.
Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases.
You can’t buy that kind of advertising, and it’s the most powerful positive conversation Starter.
Remember, we said “to befriend one person at a time!”.
Most marketers will exclaim to this statement with astonishment and signs meaning “that’s impractical”, “that’s impossible”, “that’s not possible in our industry”, “Our business is different”…
The mere truth is that most people in marketing and advertising positions today have been trained or formatted to think that “mass marketing is the King” and have sound expertise ONLY with the “big bang” approach: to reach thousands or millions with a single message at a time.
This approach has worked, and still works for many marketers, but its efficiency and effectiveness are losing ground. Customers acquired this way are lost the same way as they came, and to build loyalty you’ll need to invest vast amount of money, and slash your profit margin to keep them happy.
There is no ending to this approach.
Our previous post “Do you have the right to advertise?” explained very clearly the moment and situation in which You have the right to advertise and for what you have the right to spend your money.
I strongly advise you to read this post. It’s one of the Best articles you could find on this blog.