Conversation is a Two-Way Street
by Eliece Hammond
These days businesses must interact with their customers online — some companies do it well, by engaging with them in real conversation; others simply push a traditional sales message. The evidence is clear, people on social media pages don’t want sales pitches, they want to engage in a conversation and be heard by the company. How does a business do this? Here’s a start:
- Data isn’t a basis for a strategy. Data is feedback; results of a strategy that has already been implemented.
- The way data is dispelled tells us something about strategic goals, maybe. But it doesn’t paint the entire portrait.
When I create a strategy for content marketing online, I don’t start with data. I start with people. The people that interact with my company online are individual human beings with personal preferences about when, how, why, and how much I interact with them. We don’t boil each one down to a number. Ever.
The closest anyone ever gets to becoming a data point around here is: which post they engaged with on which day at what time.
I can tell you when I predict you will be on Twitter next Thursday (4:00p.m.), and I can tell you when your favorite national brands will post their best content all week on Facebook (Wednesday between 2:30p.m. and 4:30p.m.). I cannot tell you what is going on in your life right now, how you feel about it, or how my company can make a difference.
The only person who can ever say that is you. That’s why I’m focused on participating in an online conversation as a core part of my digital marketing strategy. If I don’t know what matters to my customers in this moment, and again in this moment, and now – again in this moment… …no amount of data will ever make up for not knowing.
Data is not a strategy. It’s feedback.
By focusing on the customer rather than the numbers, businesses can begin to form a better online relationship with them. Customers will notice this difference and engage. This is a long term strategy approach and requires the kind of preparation one would do for a marathon, not a sprint.
If you’re interested in more ways to reach and attract customers, we can help. Contact Dream Local Digital today to start growing your business.