How to be irresistible through online engagement
This week’s edition of #prwebchat centered on how to be an engager online and defaulted to the expertise of brand strategist and SOBcon founder, Liz Strauss. Liz defines irresistible businesses as “those with great relationships who constantly remove what customers don’t want, enhance what customers love, and add something unexpected customers would die for.” However, it’s easier said than done–many have hit a brick wall when it comes to having that certain “wow” factor online.
SA: Why is it important to engage your target audience online?
LS: Great businesses are built on great relationships. Metrics are important, but metrics can’t explain what moves people. If you want folks to listen, they need to know the message is for them – to do that you have to know who you’re talking to. Great messages are written in the words that move people to whom they’re sent.
SA: What are three steps for creating a powerful message that resonates across the web?
LS: Know the people you want to reach. Know what you want them to do and why they would want to it. Make it easy, fast, and meaningful to do what you ask.
SA: Is the customer always right?
LS: Is anyone always right? No. But the customer relationship is valuable and worth caring about. In true trust relationship, we tell folks when we don’t agree or when their behavior is hurting them or our relationship. Influence the behavior you don’t want by persuasion toward to the one you do.
SA: What is the best way to deal with brand competition?
LS: Simple, know your customer better than anyone does. Bring what they love as only YOU can.
SA: You once wrote a post that said that narrowing your niche widens your opportunity. How?
LS: In a narrow niche, you can focus deeply on the specific needs of the customer to be a true expert. A narrow focus is easy for great customers to share. Oprah was a talk show host first. As your expertise and reputation become established people see the wider range of your skills. More on that narrowing your niche to widen your opportunity here.
SA: Does your web presence raise your credibility?
LS: Holy wow! Yes! Showing up online and offline – lets people know who you are. It can’t be faked for long.
Here is a full transcript of the chat today, complete with thoughts and opinions from the other participants.
The next #prwebchat features Jeff Domansky, @theprcoach on do-it-yourself PR. Jeff is editor of The PR Coach website which has over 7,000+ PR resources. He is a PR strategist/crisis/coach for hire, former CEO of a west coast PR agency and a PR management consultant. You can engage with Jeff on Thursday February 17, from 2:00-3:00 pm EST. Have a question you’d like to ask @theprcoach? Tweet or DM it to me @prweb.
Follow in real time, join the convo, and see previous #prwebchat tweets here. Reminder: The #prwebchat hashtag is always ‘open’ for conversation related to #PR, #smallbiz, #SEO, #marketing and #socialmedia
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