Contacts, lead generation, and marketing funnels seem to be popular topics lately. Since business really is a conversation, I imagined myself as a product manager. How can I use the power of social media to effectively market myself and my brand?
If I were a product manager, I would:
- Listen for people talking about my product, my competitors, and my customer's pain points on blogs, forums, wikis, and social networks.
- Identify the influencers who can sway large groups of people.
- Form relationships with them by commenting on their blogs, following them on social networks, and so on.
- Establish a presence in the online gathering places where conversations that matter are occurring.
- Look for opportunities to passively market my product in conversations with the community.
- Build loyalty to my product by honoring my influencers, and rewarding them tangibly.
- Invite my community to help me "build a better mousetrap."
- Be sure visits to my product's web site results in a download, trial, registration, subscription or referral.
- Enable my product to sell itself through hooks into my customer's connections ("invite your friends to try this").
- Baseline and track all of the above, measure effectiveness, and tweak and tune.
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