Hopefully somebody’s reading this blog as it forms part of our marketing communications strategy. This strategy is based on a wide variety of activities such as insightful content management, analyst relations, exhibition presence, speaking opportunities, whitepapers, webinars, partner activity, our cartoon website, social media as well as a variety of literature, and of course our website. But amongst all this, what is the most effective method for really engaging with our customers and prospects and for getting a conversation started?
There is absolute value in producing whitepapers and conducting webinars, which can be viewed and listened to again on our SlideShare page. The proof is in the pudding as hundreds of people visit this page. Not all visits turn into leads, but some do. It also positions us as an authority and a market expert in the field of document review and co-authoring. This is broadly considered as ‘thought leadership’.
The same can be said for our YouTube page, here people can find the short animated films we’ve created which detail and demo the product, PleaseReview, and why you might need it. We know that reading presentations and whitepapers can be a little dry at times and, as you can tell from our cartoons, we are anything but ‘dry’. So we often animate the results of any research we’ve conducted. It humanizes our communications and projects our company’s personality. What we do is deadly serious but communicating it needn’t be dry. After all, our customers and prospective customers aren’t machines; they’re normal folk who absorb information in a range of ways from watching TV to reading a paper.
And these normal folk don’t want to spend their days solely thinking and looking at work related subjects, even when at work checking out their LinkedIn, Twitter or Facebook streams – we all do it… Sometimes we just want a bit of light hearted fun, something that doesn’t tax the brain, something that makes us laugh. So, for example, we took a look at our database and segmented job titles against names to establish the most popular names amongst various job positions, such as medical writers (Heather by the way). And people loved it - they liked it, commented on and retweeted it. And the response to our online quiz which allows people to find out what sort of document review personality they are (Labrador, squirrel, lion or dolphin) has gone through the roof.
Hopefully whilst they’re on our website having a bit of fun, curiosity has got the better of them and they’ve had a little look around the site. And maybe, just maybe they found something else they quite liked…