Brands are no longer defined by marketers, but by the very people we hope to influence – our customers and potential customers.
B-to-B marketers have to embrace the new engagement marketing (social media) as a viable way to target and talk to both customers as well as prospects. This is about developing a two-way conversation between you and your prospect.
Think about it – it’s like dating. If on your first date all you do is talk about yourself and don’t let your date get a word in edgewise, where do you think this relationship is going?
Instead, if you talk less and ask questions about her and her interests, you’ll engage her in a conversation which might lead to other things based on what is learned by both sides.
Engagement marketing works the same way. You need to ask questions, listen and respond. Customers know they have choices and want to be treated as partners, not prospects.
As a B-to-B marketer, it is increasingly important to establish customer loyalty because without it, it becomes an issue all about price and that’s a road no one likes to go down.
Engagement marketing is about a process that invites, engages, nurtures and then consummates into a sale. Once you do get the sale, you must continue the dialog and turn that customer into an advocate.