I have just read a blog essay called “Finding Your Village of Customers” by Sonia Simone, senior editor at Copyblogger . This is must reading for the micro-businesses among us.
Such firms, like my own, may have a global band of customers who not only know those who serve them, but delight in the relationship. She is spot on. In this space you really do listen to your customers, really understand them and respond to their needs — before you’re asked! The village is your market, the regulars who love your offerings as well as the status of being a “regular,” like the Beacon Hill bar in TV’s “Cheers.”
Simone’s post is short, so I won’t go on except to summarize the key needs (besides listening, understanding and taking action). Every village needs:
“A leader. (That’s you.)
“A purpose. (That’s your market position or winning difference.) . . .
“And a place to come together.
“You might create a membership site for your best-loved customers. Or organize special conferences, user groups, and gatherings. You might build something as simple as a private online forum where your village can share their experiences — good and bad.
“But give your village a place to get together. To know you better, and know one another better. A place where everybody knows their name.”
And that’s one powerful way to use communications to amplify success. The “place” is likely one you develop on the Social Web.
Tags: Best Practices, Business development, Customer relations, Customers, market definition, Marketing Communications, Social Media