Suffuse Solutions

In my last post, I focused on my clients who know what tools to use to communicate, but don’t know what to say. This post I’m going to focus on the others:  those who know exactly what they want to say, but don’t know how.

There are two possible reasons for not knowing how:

• The technology confuses them, or
• They’re using the wrong words.

Let’s focus on the latter for a moment. Even the most proficient of wordsmiths can get their messages in a twist using blogs and social networks. Why?  Well it’s all down to the way we interact.

Consider this scenario: you walk into a business networking meeting and introduce yourself. Do you:

1. Loudly tell the first person you meet what products or services you produce, and then without waiting, move onto the second person and do the same until you’ve shouted at everyone and then you leave.  OR
2. Introduce yourself to the first person you meet, ask their name and what they do and see what common ground you have and wait for an opportunity to meet some of their friends or colleagues.

It’s obvious isn’t it?  But why do people always assume that blogging and social networking is just about the first option and get pissed off when they’re not famous in five minutes?

Just like the world of physical networking, you need to set your expectations correctly. Sometimes potential clients will show no interest in what you have to say.  At other times you may have a seemingly great interaction that peters out and goes nowhere. Sometimes it’s only after you’ve shown up at a networking meeting for the 4^th time that someone recognises you and says ….”Oh yes, you’re that guy that does…… I was thinking about that just the other day….”.

So think about these hints and tips:

• Don’t aim to sell any products or services. Just aim to have a good conversation.
• Don’t hog the limelight. Shins some light on your customers (or potential customers).
• Listen to what your customers are saying.  Ask questions to make sure you understand. Repeat what you think you know, just to make sure.  You should be actively learning, not selling.
• After reflection, comment on what you’ve learned.  Show how you’ve adapted an idea or a product specifically to solve a customer’s problem.  More than often, you’re solving other customer’s problems at the same time, and it shows you’re a trustworthy partner.

Think about it. Are you more likely to get work if you’re the sort of person that asks questions, tries to solve customer problems and actually listens to what they say, or if you’re the person that just sells, sells, sells.

To me, blogging is at the heart of a good media strategy for any business.  It’s the online version of going to a business networking meeting, having a chat with someone for the first time and handing out your business card.

Sometimes you establish a great relationship with someone who you look forward to meeting regularly. Sometimes it’s just a one-off conversation and sometimes you just know it’s not a relationship you want to pursue.

I see blogging as the written form of having a conversation.  You can just talk and hope someone listens (although I really wouldn’t advise that unless you want to be “that person” who people avoid at parties). You can ask questions. You can start a debate. You can involve other people. You can inflame, annoy, flatter or persuade people, just as you do in real life.

So what about social networking?  Isn’t that where this conversation takes place?  Well yes, and no. I always encourage my clients to write a blog first and automatically post that blog into social networks.  It’s like handing out your business card to someone, knowing they’re going to pass it on to someone else.  The distribution channels change. The message is consistent.

Your blog (ideally part of your website as a whole) is where you want people to end up.  If you have a conversation in Twitter then your followers on Facebook are probably missing out.  If you use your blog as the heart of your media strategy then everyone can join in, whatever their social network preferences.

If you use social networking automation tools then every link created on Twitter or LinkedIn will be a link back to your blog; the place where your products and services are available to see, not some random advert that Facebook or Google have decided you may like.

In the next few posts I’m going to share my blogging hints and tips. Whether, you see this message on Facebook, Twitter, Linkedin or Tumblr, I don’t mind. But it’s my blog you’ll be reading.