How SoMe Can Boost Retention, Sales and Referrals for Mailers
As a result, it's important to recognize the inherent power — and danger — of SoMe. Unlike the other tools in the marketing toolkit, companies can't manage SoMe. They can steer the conversation, but certainly can't control it.
So here are 7 questions to guide you and your company. They should be asked upfront in your planning session. Involving your employees and staff in this session is extremely important as they will be the ones supporting and implementing it when it is rolled out and executed on behalf of your brand and your business locally.
- What can I offer my customers that will interest them and give them a reason to trust my business further?
- How can Facebook and Twitter further those ends?
- How can I use SoMe to learn from, and listen to, my best customers?
- What events and activities can I drive from my SoMe that will match my brand, my employees and my customers in a healthy and good way locally?
- In what ways can I personally reach out to my customers that go further than a "group thing" such as SoMe? How can I do this in a most respectful, surprising and delightful manner? How can such a tactic add to my viral power among these best customers?
- How can I take all my advertising opportunities, local event sponsorships, and even the charitable causes of my employees (interests, passions, etc.) and tie them into SoMe?
- Equally, how can I tie them into impactful print and personal one-to-one direct mail?
Proceed bravely, for the harder you work, the luckier you get. The Roman poet Virgil (70 B.C. - 19 B.C.) is credited with the quote, "Fortune favors the brave." In other words, your business is not a series of "little tests" and "non-passioned scientific probes" (that many marketers like to hide behind), but rather a series of regular assaults on your challenges and obstacles — that demonstrate a confidence in your goals and a willingness to take risks to achieve them.