Every day, it seems there is a new tool to connect with your customer. So many it will get your head spinning. And, sometimes, it’s easy to get caught up with the latest tool, it easy to forget why you were using it in the first place.
Several years ago, when social media was in its infancy, several of our existing and potential clients jumped in. They opened their page, added information, and then walked away. This was the beginning of something entirely new and so much of what we knew then, didn’t translate.
These Facebook pages became “tombstone” sites. When evaluating a client’s brand, I would come across these Facebook pages that were tombstone sites – and as much as I had counseled them to hold, their excitement would get the best of them to try this latest new cool tool. But when they didn’t get results, it became obvious, it wasn’t just about building the page. As we all now know, social media is about engagement.
No tool, such as social media, is any good without a well-configured strategy. In creating a strategy, it is essential you properly assess your customer base: who are they, what do they like to do, where do they live, etc. And don’t do this by what you think you know. Take a hard look, stand in the middle and look around, really see who your customer is. Understanding your customer will better position you to connect with them in ways that are meaningful. Start there. You may be surprised at how far you’ll get – in connecting with your customer.