Learning Inbound Marketing is like growing up. We need to learn to stop shouting (controlling, manipulating, dictating…) and start listening. The thing is, when we finally do stop shouting and start listening we often find ourselves having to listen to a whole load of crap. This is the crucial moment that decides the difference between the mature inbound mindset and the more narcissistic mindset that dominates traditional approaches to marketing. (Sorry, did I just hit a nerve?) It demands a considerable amount of self knowledge and awareness.
Consumers and businesses are just not prepared to be talked at in the same ways anymore. They don’t get their trusted information via so-called personalised mailings anymore; anything that arrives in the inbox is viewed with suspicion. They get their trusted information via Google and judge a company not just by the image they try to portray but increasingly also by the things other people are saying around the Web. If they can’t find any real comments from users then it’s viewed with suspicion. If all the comments they can find are positive then again it’s viewed with suspicion. It’s one thing to read a calm and professional response to well written constructive feedback from a dissasified customer, but a friendly and authentic response to a poorly written remark from some bad-mouthing tosser gets double points; for displaying a willingness to engage and for demonstrating human intelligence. This is what sticks in the mind and inspires confidence – the belief that you’re dealing with a company that can take criticism and turn it into an opportunity to build trust.
People have been making comments on products & services for decades through forums, newsgroups and the like. But it’s has always been a bit disorganised and unstructured. Now, Web sites such as GetSatisfaction, Yelp and 11870 in Spain are mobilising hoards of users very successfully without the consent or even the knowledge of the companies being reviewed. Now we have to get out there and get involved in the interaction – our online reputation depends on it.
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