Did you know? By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.
You’ve probably heard people say that eavesdropping isn’t nice. And it’s not. But, in the B2B world, it’s essential. Why? Because “listening in” on what your customers and prospects have to say, using a variety of social media channels, provides insight that surveys and questionnaires can’t match. Through LinkedIn, Twitter and many other social media channels available anywhere today, you can learn what people are really saying and thinking about your market, your specialty, or even your company, product or service. All without significant legwork, or the task of creating surveys and questionnaires.
When a Godfrey client, a manufacturer of insulating panels and other components for homes and businesses, asked us to gather insight for them through social media, we quickly found several opportunities to get the info they needed. We found out that while there may not be formal “discussions” about insulated panels online, that doesn’t mean people aren’t interested in them. They’re just making their presence felt in blog posts, YouTube comments and LinkedIn conversations. So for example, even though our client’s YouTube channel wasn’t visited very often at the time, there were plenty of comments about insulated panels (including our client’s) on other YouTube videos.
Based on this insight project, here are 6 ways to eavesdrop, productively, on B2B customers and prospects. It’s a non-exhaustive list; the same principles described here can work for many different social media channels.
This, of course, only scratches the surface of what is possible in social media “eavesdropping.” There are many other possibilities, with more on the way as social media mature. Keep in mind that the lack of legwork doesn’t mean there isn’t work involved – primarily in interpreting the results. But in today’s B2B marketing insight world, there’s a lot of value to be gained from high-tech, social media versions of old-fashioned eavesdropping.