If you have an effective
communications program in place, more people than just
your employees will be talking about your company. Are
you generating enough third-party buzz to get your name
in front of prime prospects?
As mentioned in the
marketing myths article, word of mouth is the top reason
a company lands on a short list of potential vendors.
Whether an executive hears about your company from a
colleague, a competitor, the media or a Weblog (blog),
it is crucial that these other people are telling your
How does a company generate
this type of buzz? First of all, testimonials are a
tried and true marketing tool. With today’s technology,
they can become even more effective. Instead of having
an enthusiastic customer write a letter, how much better
would it be to have them videotape a short statement
about your company that you can stream from your Web
Another opportunity is right
in front of you. A company newsletter that can easily be
forwarded to colleagues and friends gets your story in
front of people through what is called “viral
marketing.” A newsletter with relevant information
forwarded from a trusted source can open a line of
communication to decision makers.
Become active in online
forums that apply to your particular industry or niche.
This is more relevant now than ever, as there are blogs
that cover virtually every type of industry. You never
know when you may be mentioned in a business meeting
because a solution or idea you presented online is
pertinent to a question or challenge your prospect
Become the expert in your
field. We have talked about this before (see
article). When you become the go-to person in your
industry for the media, your company develops a
reputation and status that money can’t buy.
Encourage referrals. We all
operate in a community, but often forget to remind
customers that our business grows from referrals. When
you do receive a referral, don’t forget to thank the
person that mentioned you.
Finally, be “out there.” It
is too easy today to become so myopic and overwhelmed
with business affairs that you fail to attend industry
and social events. Get out and mingle, share your
enthusiasm for what you do with others. Enthusiasm is
contagious and will keep your name top of mind.