‘The long tale’.

Seth Godin recently coined this phrase in his recent blogpost.

In essence, it symbolizes the continuing story you have to tell your customer and how you have to periodically re-introduce yourself to your customers. More so if you’re re-branding your business or moving into new growth areas as a result of the economy.

Through the years, we’ve been posting great advice about building relationships, initiating conversations and using technology to automate the process.

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Read these posts to see what I’m talking about:

The stacking effect of multi-touch marketing

Multichannel + Interaction = Conversion

Can your prospects hear you?

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So if you’re not already marketing to the ‘long tale’, here’s how you can get started:

1. Start asking everyone what they think of your brand (From the sales guys to the engineers, your customers, industry analysts, your friends from outside the industry…)
2. Look at your past marketing campaigns (Which messages worked, did it reflect your brand personality, was it personal (included a person to contact or was it too ‘corporate’), was it too product-focused)
   ~ see: Ghosts of marketing past
3. Put it to plan (How would you like to re-invent your marketing, what other channels should you be using (email, purl, video, social media), how are you going to measure its success)

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