Everybody wants to be heard
When we first started to write we drew symbols in caves, developed petroglyphs and eventually created an alphabet. Each step allowed us to communicate further and with more accuracy. We were being heard – NEIGH!
I used to be a letter writer in my teens. It was the only way I could keep in touch with my oldest friend in Brisbane, Australia. When you wrote a letter you knew it would be read. It would held in hands, flipped over and absorbed. Then weeks or months later you’d get the ultimate recognition you’d been heard, a letter back. You got effort, for effort and the circle continued.
These days I live in a more instant circle on Instagram. I like the mini social network and most importantly I feel like I’m heard there.
As marketers we get way too focussed on link clicks, time on site & conversion rates. Those numbers do have value. They help our team make improvements & tweaks, but they mean much more; those numbers are people.
In my job I try to keep this mantra in my head, Everybody wants to be heard. It’s simple to ignore the people behind the tweets, posts & listens because it makes a marketer’s job easier. Instead of building relationships you just report on numbers and tweak site text. You can always get your numbers to improve, but you’re not really connecting.
If you’re not creating a circle with your people they’ll disappear. Use the data you have to start a real conversation with someone. Do it right now – pull up a Twitter account or talk to a fan on Facebook. Don’t tell them about your latest single, talk to them. Tell them you like their photo, or even just like a comment. You’ll get effort from fans, if you put in the effort.
If you’re already building circles in the cloud hurrah! You’re on the steep & incredibly rewarding path with your fans. Now try to strength one circle, with one fan, each day.
We have the tools to do all this. It just takes the right mindset, time and effort. And let me tell you, it’s worth it.
Everyone wants to be heard.