A SERIES in the quest to know more about the offline world
Part 4 in (what is now) a 4-Part Interview with Mack Collier
Monday, Mack Collier was back by popular demand to continued the our conversation with about connecting with new customers. This is the second part of that encore.
What’s in the beginner’s tool kit?
In line with the above, I think companies need to start with basic search tools, Google Blog Search, Technorati, Twitter Search. Add in a feed reader like Bloglines so they can subscribe to what we call the ‘vanity searches’. Then they can also monitor what’s happening in their industry, and what their competitors are up to as far as using social media.
What’s a realistic timeline for a client to expect results that they can feel good about?
I tell clients that if they start blogging, that they need to approach it as having no expiration date. Meaning that once you start, you do it from now on. But for most businesses that start blogging, it will be several months before they can see solid results that they can be excited about. Readership will slowly grow, and there’s a lot of time that needs to be spent interacting with current and potential customers on other sites. At first, it may seem like ‘ok is all this leading anywhere?’, but as interactions and communication with customers increases, companies can usually begin to realize that there’s ‘something’ here.
What form would those results take?
I think when companies start to see people being more active on their blog, starting to leave comments, email them. When they see that more communication is taking place, then the value starts to become apparent. When they see that other bloggers are linking to their blog, or when they see bloggers starting to post about them on their blog.
When traditional marketing has been so focused on a polished message presented systematically in a controlled campaign, how can communicators start to talk naturally but still present a clear message?
See I don’t think it’s about presenting a ‘clear’ message as much as it is a ‘human’ one. And don’t think of it as ‘presenting a message’, that sounds like broadcasting. Think of how you can participate in existing conversations around your business, and help shape future ones. A ‘polished message’ comes across to most of us as ‘advertising’, and we tend to tune that out. A ‘human’ message spoken in a voice like our own, is what resonates.
Wow, Mack! Thanks for doing double duty. You’ve moved the quest of connecting with offline customers forward. AND it’s been a pleasure having you around!
–ME “Liz” Strauss
Work with Liz!!
