Orchestrating the Conversation Process
The best campaigns invest a lot of effort into defining the conversation process, and you should too:
- who does/says what,
- style/writing guidelines,
- ideal posting times,
- what are the on- and off-ramps for each conversation?
- When is the customer ready to take action – and what action in particular?
Willow will work with you to define this process for your own campaign. The success of your campaign will depend on keeping the desired outcomes in mind during each conversation. Willow can make sure those outcomes are clear for everyone involved.
Willow can execute and manage the rich, authentic conversations with your contacts and customers that you need to build trust and develop a meaningful relationship with each one. Willow’s approach is to concentrate on identifying, engaging and motivating the key influencers in your target markets, who will in turn create the kind of social engagement that works most effectively.
Working within the editorial calendar and process guidelines established above, we can conduct those conversations using one or more of the following digital channels.
Today’s marketing is less about campaign “spurts” and more about continuous marketing, the cornerstone of which is content marketing, which enables a constant dialogue between you and your customers.
Content strategies will help you build your brand attributes over the long-term and will fuel social media community development as well as aid in Search Engine Optimization efforts.
Coupled with database development and newsletter retention marketing, a powerful acquisition and retention strategy will grow your audience organically over time into a strong, engaged community.
Willow knows the importance of engagement and conversation through all the various social media platforms. And how each of those platforms serves a different purpose and talks to varying demographics.
A social conversation starts with the right content, image, thought provoking idea or interesting topical tidbit. With our extensive social media background and experience, we know how to find, create and share the right content to invoke engagement, conversation and interest.
Content Rich Events – Digital and Live
Building relationships with customers needs to be a two-way conversation. Creating content rich events, both digital and live, gives you the client the opportunity to engage more directly with your customer.
From Twitter Chats that offer expert insight and advice, to Twitter Parties that celebrate a product or launch all the way to contests that reward your customers, there is a tremendous benefit to your customer relationship and brand devotion.
Additionally, live events, both exclusive and large scale, give the client the chance to interact directly with current and potential customers in a controlled environment. These events could be celebrations, launches or customer rewards. Live events offer that face-to-face that nothing else really does.