Sharing your experience with the aviation community opens the door for creating a brand preference.
Darron Rowse, founder and editor of ProBlogger Tips, published an article showing new bloggers what they should blog about. While reading the article, I realized a parallel to what aviation marketers should be doing with their online advertising and social marketing efforts. Below is my interpretation of the article as it relates to aviation marketers creating content for their social marketing efforts.
People-to-people marketing is about creating a preference for your brand that eclipses feature and function and achieves an emotional connection.
A majority of aviation manufacturers are hardware driven – innovation comes from incremental upgrades by engineering. So the question becomes: how can engineering-driven manufacturers make the jump beyond feature and function to creating an emotional connection to their brands?
Content drives the emotional connection, and the sweet spot for dialogue is between “what you know” and “what the customer wants to know.” To hit this area, review your expertise as it pertains to specific outcomes of product or service usage.
In addition to content, it is essential to implement the correct social marketing engagement tactics.
In certain instances, public social platforms act as the lubricant for interaction due to the sheer number of like-minded people congregating in and sharing the same space. However, there are a multitude of private social platforms serving the needs of the aviation community that can be monitored for opportunities to join in the discussion and provide answers to specific questions or issues members have posted.
For example, a review of the NBAA maintenance form reveals hundreds of opportunities for OEMs and component and system manufacturers to step up with authoritative information. The sharing of information gleaned from years of experience creates the emotional connection with flight department and maintenance personnel, enabling them to troubleshoot and solve everyday problems associated with different aircraft and avionics systems.
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