Every day, your company’s reputation and its sales potential are influenced not only by the conversations taking place in controlled sales and marketing environments, but by the complex network of seemingly small discussions that take place over coffee and cocktails, at football and soccer games, and yes, on Facebook and Twitter.
Some organizations cringe at this thought and deem it too big a problem to tackle; others, simply deny its importance and influence. Others still, push it off as something that the right media or technology can fix.
Let me be clear: this is not a Media or a Social Media issue. It’s a knowing-what-to-say issue. (Social Media, as fascinating as it might be, is only a distribution tool.) We’re not suggesting that you can (or should) control every conversation that takes place about your company. But the company that doesn’t try to guide these conversations in the right direction is truly missing an opportunity.
Building and managing the right story for a given brand, sales effort or critical issue reduces mid- and long-term marketing expenses. It increases internal understanding and loyalty. And perhaps best of all, it greases the skids for a more productive sales effort.
At Cohesion, we focus on helping clients build and manage a clear, concise and compelling story—whether that story is for a single sales/marketing issue, or a much larger internal/external challenge. We’re not an ad agency or traditional marketing firm, but a specialized brand and marketing consultancy. While I’m working on my next post, I hope you’ll read about how we can help you find and develop the right story, at: http://cohesionagency.com, or, just email Brian Creath, Managing Principal.