There is one common thread that holds  the worlds of customer management and marketing together. There is one common practice that drives every live event, direct mail campaign, email marketing push, and billboard ad. It is pretty simple in the world of business communication… you go where your customer goes… you (try) to speak how you customer speaks… you live where you customer lives… you are on their turf.. you want to be in their living rooms… you want to be in their thoughts.. you want to be first thing they think of when the pain point arises.

How do you decide which avenue to use when you are developing a strategy campaign to reach your customers? Chances are… you are going to decide based on market reach and campaign costs… Your organization is going to ask itself: How do I reach the largest amount of people for the least amount of dollars? Period.

Is social media right for every business? No. However, you need to ask yourself… Are my customers on social media? Do not take advice from your own personal experiences. You may be a baby boomer business owner who has never used social media tools but you are in the minority. Baby boomers are the fastest growing demographic using social media.

The best way to find out? Ask you customer. Engage in a conversation. Do they think it would be helpful to communicate one-on-one with your employees or maybe even you?

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