Apr 01, 2009 09:36 AM

A New Forum for Marketing

By Building Experts Team

WGN Morning News Blog

It’s happening everywhere, everyday: in the aisles of hardware stores, on jobsites and especially online. Current and prospective customers are asking questions of each other and discussing specific products and services. Do you know what’s being said of your brand? Here’s a better question – what are you doing to collect and utilize all of that consumer-driven content? Let’s explore online forums, or message boards, as a marketing tool.

You may be one of the many executives responsible for scouring online message boards for conversations that include your brand, products and/or services. A recent study by CMO Council reports that, yes, many companies are regularly monitoring online forums for complaints and feedback. What the study also indicates is the disconnect between collecting conversations and then utilizing them – a huge lack of opportunity!

General consumers and professionals alike are looking for advice – from mommy bloggers to professional deck builders. In fact, as an agency with a thriving Word of Mouth (WOM) practice, we (IMRE) have our finger firmly on the pulse of the main topics being questioned and discussed in the home and building world. The demand for this information falls into several categories:

Installation
Repair
“How to choose…”
Design
Pricing
Service
Specifications
Unique projects

We would bet that the conversations taking place around one or more of these topics do – or could easily – include your company.

So, what’s the next step? Clearly there is a right way and many wrong ways to leverage the customer communication taking place online. If you do it the wrong way, or the public suspects any type of manipulation, your credibility and the opportunity to positively partake are out the window. It can be a tough pill to swallow for more conservative companies who believe in “controlling a message,” but with a committed strategy, you can build affinity for your brand and create advocates.

First, you must understand and accept the necessary amount of time involved with becoming an authentic voice in order to gain credibility and exercise your active status as part of the community.

Second, respect the structure. These communities are for the customer and by the customer. Your participation and goals – like extending your marketing reach and enhancing your customer service – come last.

Logic+Emotion

Strategic marketing support is very important for successful customer interaction online. Research plays a key role, including the ability to accurately consider and evaluate the conversations including your company. After all, you’ll want to be ahead of the game when your customers’ conversations start defining your brand’s next great product or service.