Most of the times, marketing is a separate department in the organizations. There is a ‘marketing team’ which handles all the aspects such branding, positioning, pricing etc. Well, it probably worked well in past when there were only handful ways of reaching out to users. However, with the new age of social media, don’t you think the definition of marketing has expanded to blogging, managing customer comments, reviews, creating and managing social media presence, analyzing results and all such things? Marketing has become a lot about conversation.
I believe that a lot of people in the company – outside the marketing department - can very well participate in this conversation with the users of your products and services.
How? Imagine this:
- Your engineers writing a blog article about the latest technology which your company has mastered
- Your support engineer providing responses to user queries on your online community and resolving issues – beyond email, phone or chat support
- Your technical engineer creating a video on using a particular feature in your product and posting it on YouTube
- Your sales teams posting interesting, informative and educative presentations on presentation sharing websites
- Your content writer gathering inputs about a latest paradigm by participating in discussion forums
- Your technical architect writing a post about a latest, cutting-edge technology and inviting comments from other tech-savvy people around
The list can just go on. So what’s happening here? Variety of people and not just the marketing team are contributing in creating an image, a brand about the company by utilizing their knowledge. Isn’t it great? What more can you expect when the best and experts are in action!
Well, I am convinced on this because I have tried this. Do you think it’s time for you to take a leap in this direction?