This link has been bookmarked by 3 people . It was first bookmarked on 24 Apr 2008, by Adam Bohannon.
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24 Apr 08
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the goal is to establish long-term relationships with your customers -- and that's what bloggers are: your customers.
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It's about the relationship over time, not overnight. Do you want a one-night stand, or a commitment? If you want a commitment, take the time to get to know them.
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Do Your Homework. Since bloggers are your customers, you should have a pretty good idea of what matters to them, but don't simply rely on the mass media approaches you may have used in advertising and direct marketing -- demographic analysis, segmentation, "targeting," models of consumer behavior and so on. These tools aren't sufficient to build a relationship. Building a relationship with a blogger is much like making a friend. You don't make your friends based on their demographic profile; you make friends by getting to know them.
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Your products only matter in as much as they connect with your customers' passions.
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Be Transparent. When you reach out to a blogger, he or she is also part of a social network, of which the blog is one piece. Everybody e-mails everyone else. They are also on microblogging platforms like Twitter and social nets like Facebook. Nothing snowballs faster than bad news. If something does go wrong, whether it is with a product or a program, get out in front of it fast. Don't wait for other people to tell your story. Tell it yourself.
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