Social Media - Are You Ahead of the Curve But Leaving Your Customers Behind?

Was e-chatting with one of my very dear friends, Dan Holohan from HeatingHelp.com, about the new world of online and social media. Dan’s a hydronic guru (meaning he really knows his way around a boiler room), but is also a marketing wizard in the field he serves. And it’s a tough market. So I listen to Dan.

Since I’ve converted my e-newsletter streams to RSS feeds, and Dan’s e-newsletter is one I truly look forward to receiving (no matter what format), I asked him if he was going to be adding RSS. Here’s how he responded:

I’ve been thinking about the RSS. We have it on the site and most are confused by it. Last Saturday, I spoke to 600 plumbers in New Jersey. I asked for a show of hands as to how many went on the Internet for help with their work problems. Five guys raised their hands.

I’m wondering if sometimes we get too far out ahead of our customers.

Got me thinking: Are we, as marketers, trying so hard to keep ahead of the new social media curve that we’re leaving our markets, our customers, behind?

I have to admit that I wrestled with this question as I converted my e-newsletter, that I’ve published for over two years, into a blog with opt-in subscription (either email or RSS feed). Was I leaving my core of customers and colleagues behind?

It goes without saying that my top clients will still get the personal attention they’re used to receiving which includes personal (not just broadcast) emails, phone contact when needed, in-person meetings, gifts, etc. Doesn’t matter whether they’re ahead or behind the social media curve. That is an investment on my part for their continued loyalty.

But then I had to evaluate where my new business–emphasis on new business, not new orders–was going to come from. Was it the markets I was currently serving? Maybe not. I’m in the process of redirecting my business into new arenas where I can excel instead of just compete. And where it’s at for some of these new markets is social media. I also need to be prepared for the prospect that my regulars could, very suddenly, jump into the social media fray. I better have a presence.

These are difficult questions for any business to answer, especially as we experience a true paradigm shift in both media and marketing.

Here are some things to consider as you make the decision to forge ahead with social media or maintain your communicating status quo:

Where Do You See Most of Your Orders Coming From in the Next Year? If those orders are coming from markets that are barely on the social media on-ramp (or not on at all), it’s wise to continue to communicate with them in a way they want. Notice that I didn’t use the usual “five year” window here. Things are changing rapidly and the folks that you are sending email to today, may want you to tweet with them on Twitter tomorrow.
Do You Have a Social Media Plan? Again, be prepared for the possibility that your market, the tried and true market you’ve served for years, may burst onto a social media channel in a hurry. I recently presented at a social media seminar that was hosted by an accounting consultancy. The invited attendees were the firm’s clients and local business people interested in networking, some coming from very traditional business environments. The seminar filled up in less than two days and a second session had to be scheduled. This was a surprising result compared to other seminars hosted by the firm. The seeds are planted. Better get ready from what will grow out of this.
Where Do You Want Your New Business to Come From in the Future? If markets you want to pursue are using social media channels with a vengeance, you better get up to speed… fast!

Click Here to Learn More About Dan Holohan and HeatingHelp.com

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