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Posted By: Akshay Vazirani

Recent tools and ideas are making it easier to implement plans that build the foundation of relationships to communicate the message of your product without jumping on Twitter and begging consumers to get involved with your brand via ads.

Communicating with consumers is the ultimate goal of marketing. Go back to the basics, before strategy planning, advertising, and trying to stay up to date with the latest studies and apps. While those things make the innovative and competitive marketplace we have today, it's important to take a step back and remember what the essential goal is: communicating a specific message from your trusted company to the consumer.

Effective communication comes from a trusted, well-known, or credible source. For a small or start-up company, reaching these levels of communication usually come after promoting brand promotion, the first round of products reaching the consumer, and after the first marketing initiatives create the hype you need around your product.

Is it naïve to think that perhaps, even in this day and age, natural relationships can be built between the consumer and service provider?

Think about the smallest company you're loyal to…

The strongest connection a consumer can have to a company is based on emotion. When a business remembers my name and appreciates my business, I feel that my relationship to the brand is important, and I'm more likely to be loyal. But again, all of this is based on natural exchanges, not coupons or an emotional reaction to an ad. This is the where trust is formed. It tells the consumer that you want to provide them with whatever meets their needs because you care. Alternatively, the consumer may also skip the three part phase of brand recognition because of their experience.

Another example of building this natural relationship can occur through being a credible source. Credibility can be gained from offering exceptional customer service, or for simply tweeting a knowledgeable answer to an industry related question on Twitter.

How do you position your company to properly provide these experiences to consumers?

A Voice
Even though these are ancient ideas of driving commerce, we can apply these situations to our voice online. Whether B2B or B2C, you can create an emotional experience or connection through some of the latest online strategies.

This year B2B/B2C content marketing has taken a larger cut of the marketing budget specifically for these reasons. There has been a massive jump in online initiatives such as blog production, video content, and social media ads because of the interactions it can cause.

One of the latest ideas to drive revenue using your voice on social media is live chatting on Twitter. TweetChat, a new site that allows people to put "blinders" on to monitor a specific chat about one topic, has become a useful tool in creating channels that provide useful information to and from your company. You can use this method to ask questions and stimulate interactions with businesses or individuals in your field.

A company blog is another way to gain credibility and utilize informational support online to create credibility. It's easy to find questions to answer with a blog post, and then tweet back to individuals with similar questions to create an interaction that doesn't feel pushed or advertised,

This is the natural experience of creating a relationship and using a voice to communicate ideas from your company to consumers.

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