Every successful sales relationship starts with a conversation. Sales reps must establish rapport with their prospects before advancing through the buying cycle, and commenting provides a unique opportunity to initiate and strengthen relationships. In fact, 39% of sales reps who regularly comment on their sales prospects’ LinkedIn activities exceed their quota.
Some brands are overwhelmed by the amount of feedback they receive; they are rendered paralysed by it and they end up ignoring every type of input, thus disconnecting from their current customers, potential customers and other opportunities. In this post, I present a few ways to get the most value out of your online feedback.
“CommentGate” continued this week as Blogging Titan Chris Brogan announced he is turning off the comments on his blog. This follows in the footsteps of the recent Copyblogger comment announcement. Chris cited two reasons for doing this, but despite his unquestioned experience and stature in the business, his logic doesn’t make sense to me.
There’s a reason that “Don’t read the comments” is such a common mantra around the Internet: it’s because comments sections of blogs and other websites have become breeding grounds for dazzling nastiness, spam and off-topic distractions. But how do you maintain a relationship with your target audience if they can’t talk back to you?
Social media managers can spend a lot of time fretting over the lack of comments on their blogs. But the value of comments on a blog should really be determined by the blog’s purpose. There are other places in the social space to start and maintain conversations. And what about pingbacks (or trackbacks)?
I spoke to the owner of a small business recently whose entire SEO strategy was based on leaving blog comments with a keyword as part of his username. He came to me because, despite his best efforts, his search engine rankings hadn’t improved at all in the 3 months he’d been doing it.
A customer shares an insight within your company’s online community. She somehow found the time in between meetings, phone calls and lunch to share a suggestion, idea or complaint in a discussion thread. “It would be great if the XYZ product would …” she writes. What does your company do with that customer input?
It isn’t just your imagination – the internet is becoming less of the “too nice” place that The Atlantic speculated it was turning into and advancing into a state of “social rudeness” where arguments are increasingly made public rather than privately discussed.
As technology and online trends develop at an increasingly exciting speed, social media marketing is pushed to be even more efficient and effective. Counting likes and gathering followers are no longer enough to measure its effectiveness.
There are highly relevant conversations happening about your brand far away from your own community or website. They are out there on the social web – blogs, forums, Twitter, Google+, Pinterest, and on. You should inject yourself in these conversations.