November 2011
Intermediate to advanced
210 pages
4h 40m
English
18
The Brand Conversation
TOO MANY BUSINESSES HAVE BEEN SHOVING their marketing message down our throats. It's far more annoying than it is effective. The good news is that there are people who are fighting this “machine” by engaging with their audience and building lasting relationships. And guess what? They are winning.
Everywhere you turn someone is preaching about engagement. I'm not talking about “will you marry me” engagement. There are easier ways to make a sale than marrying someone. I'm talking about engaging with your audience. It's not a new concept by any means; however, so many brands fail to engage with people that I have to bring it up.
Regardless of the demographics of your market, they want to hear from you. Interacting with people brings big rewards. It strengthens your relationship with them and the level of trust they have with you. It also brings others in because they want to be a part of the conversation. Nobody likes to be left out.
Engagement shows you care. You don't have to be their best friend and chat with every single person in your audience every day. You wouldn't have any time left.
As social media has changed the marketing landscape, people have now come to expect engagement. Be aware that even those who are not actively engaging with you are watching to see how fast you respond and engage with others.
Relationships are a major component of successful brands. You never know when a relationship will come in handy, so be cautious about burning bridges. ...
