Rewards of being top of mind and close to the heart.
June 29th, 2009 | Published in Marketing, Media, Technology
Share your value where new media intersect
If you want to make meaningful connections with your customers and prospects today, you have to make it as easy as possible for them to know about what you offer and why it’s of value to them. An easy to navigate, well written and professionally produced web site along with an SEO strategy that improves the essential task of being found on the internet is the well accepted price of entry for most organizations.
Along with these fundamentals, engaging your audiences with a media-rich, interactive vehicle that provides a platform for creating a dialogue with your audiences has become more important than ever. Experts agree that the traditional practices of broadcasting your message as loudly and frequently as possible through proprietary media channels are now being questioned like never before for its effectiveness and efficiency. That’s why more and more organizations are realizing the benefits of creating their own media channels for initiating, participating in and distributing targeted messages to the audiences they want to reach. Like never before, organizations are realizing that engaging in a conversational and informative way that forgoes the conventions of media advertising can be very rewarding.
As people make more and more personal choices about the messages that they receive and how they want to receive them, it makes sense to engage your customers and prospects in an ongoing conversation about their needs, interests and passions and how your product or service affects these issues. This ongoing conversation can be very revealing in exposing how a product or service can be improved to better meet a customers needs. More importantly, the fact that you are actively showing interest in listening and creating an opportunity for people to provide their individual insights, feelings and attitudes demonstrates a meaningful commitment to continually improve your relationship with them and make it more mutually rewarding.
Implementing Best Practices
CorStone Blog
CorStone, a leading provider of emerging systems, programs, research and best practices aimed at dealing with conflict and crisis, recently engaged our services to help them develop a pair of outreach and customer interaction vehicles that exemplify these new media best practices. After successfully developing and deploying their new web site, we worked with CorStone to define a set of goals for these tools. They included broadening reach and brand awareness, fostering community and feedback, increasing search results ranking and keeping customers and prospects informed about new services offerings, special programs and recent CorStone partnerships.
The first vehicle was a blog, which provided a platform, to initiate, monitor and contribute to the conversation about how individuals and organizations are dealing with life crisis and conflict management related issues. This interactive web destination allowed CorStone and all participants to add value, share an example, add a useful link, disagree, ask a question or seek feedback in a personal and authentic way. It also helped to get CorStone noticed by other bloggers and blog readers while promoting links back to the CorStone blog and web site which helped to sustain a high search results ranking.
CorStone eNewsletter
The second vehicle we developed was a specially designed and branded eNewsletter that was distributed to the thousands of customers, prospects and partners they serve. Emailed bi-monthly, this cost efficient vehicle works very hard to keep the CorStone brand in front of their audiences and top of mind as a crisis management resource that fosters emotional resilience for life crisis and conflict. The launch of the eNewsletter was met with very positive response and continues to result in open, click-thru and readership rates that improve CorStone’s online visibility and connection with their constituents.
To learn more how we can help you create and integrate these new tools and techniques for your organization, contact us.
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