A fear of B2B marketers of leveraging social media is the loss of control over the conversation and content. Â In fact, by relinquishing control, you open up the conversation with your customers and can improve your relationship, improve your offers, and strengthen your position in the market. Â Social media allows you to improvise to improve, evolve, and innovate.
During an interview, Conan O'Brien talked about what he learned from improvisation.
"... people respond to something that happens in the moment, much more than they will respond to the most brilliant thing that was thought of ahead of time and prepared.  Improv teaches you not to fear those moments. That is where the gold is."
While Conan O'Brien is talking about comedy, and stand-up in particular, the same holds true with your customer conversations. Â You already have your value proposition, positioning statements, messaging, and connection in place. Â Allowing yourself to open up to the customer not only to tell them about you, but to listen to them and improvise how you meet their needs will get you farther. Â
You become the solution, not the cost.
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