Levenger mastered the social media game before social media became a buzzword
I clicked on a few of the items I thought were interesting and eventually made my way to the customer reviews and comments… Shirt Pocket Briefcase®
After reading a few comments and watching a few of the video reviews customers have submitted to the Levenger site I realized something – Levenger understood the most important rule – connecting – of social media a long time ago.
Since their inception, Levenger has worked to form long-term connections with each of their passionate customers. The passion and connection he company and its customers share is what leads to amazing results in what is today referred to as online social media.
Levenger’s customers love giving feedback on the products they purchase. Customers even take the time to add photos to their customer reviews. Some of the most dedicated customers even take the time to create video reviews.
It isn’t only on their site that Levenger is having an impact. On the popular connecting site, Twitter, Levenger’s customers rave about their new Levenger products. They rave about the way they are treated by the company and how happy they are with their purchases.
This is a situation most companies dream about and strive for.
So how was Levenger able to accomplish such social media success?
Let’s take a closer look…
On November 2, 1995, Mrs. Kathryn Bricker of Sarasota, Florida, called to order a Slim Shirt Pocket Briefcase. She was our one-millionth order.
Stories such as this are plentiful in the history of Levenger. The people in the company believe that they are forming respectful relationships with customers rather than simply selling products for serious readers.
For Levenger, the business grew out of the connection and understanding they share with their customers – serious readers and writers.
Since the inception of Levenger in the mid-eighties, through the nineties, and through today, Levenger has used the available tools and channels to connect with their customer. They’ve accepted the Web even when others may see their products as being ancient in relation to digital.
As the digital age came, so did the age of connection and accessibility.
Rather than reject the new technology, Levenger understood the need to enhance their connection with their most passionate customers by continuing to provide the best tools for serious readers while using emerging communication tools to enhance the customers-business relationship.
Social media strategy begins with a connection. A business that focuses on building long-term, valuable connections with individuals will naturally understand social media – no matter what the latest technology is.
As long as there is acceptance and yearning for enhancements in connection, companies will find success.
Telling a Story
Levenger, like many companies, tells a story.
They form a connection with their customers by telling compelling stories. The major difference, however, with Levenger is that they focus on the stories of their customers.
It seems like a simple concept, but most business are quick to tell their own story. Telling your own story is important, but highlighting the stories ahead of your own is more powerful than putting yourself and your business as the main focus.
Levenger benefits from being genuinely interested and enthused to share the stories of how customers use Levenger products to do remarkable things.
What are the stories your customers can tell?
How can you highlight those stories in a way that connects with others who share the same passions?
Something Levenger has always focused on is their core target customer.
Levenger found a group of passionate readers and writers that enjoy their tools for writing and read more than anything else in life (when it comes to disposable income). Levenger uses their customers’ passion to guide the decision to create innovative products that satisfy the dedicated reader/writer’s needs and wants.
As I mentioned in 2010 | The New Normal Hunting Economy, consumers revert to what they are most passionate about when their disposable income decreases. It isn’t that consumers don’t want more things, their ability to supply their demand is limited.
In today’s economy, successful businesses use their connections with their passionate customers to learn and grow while continuing to satisfy existing customers while continuing to attract other passionate individuals. It likely won’t lead to extreme short-term growth, but it can lead to sustained growth.
Levenger seems to be succeeding at this growth strategy.
Connecting is a long-term strategy – not a short-term tactic.
From their inception, Levenger has been working to make connections with passionate readers and writers. As a result of this company mission they have always been able to find success with the changing social communication tools.
I often see posts today on Twitter or Facebook. These posts often have tips and tricks for finding success. My favorite posts on technology tools like Twitter and Facebook, however, are the posts that discuss the communication and connecting benefits that the tools provide while looking at connecting and communication in a larger perspective.
Companies that succeed with social media today do so because of their long-term outlook and strategy. Successful companies approach social media tools by looking for the long-term advantages of the tool as a way to add value to their business-customer connection.
Levenger gains long-term customers one at a time.
As a result, they are successful with social media today.
If I haven’t said it enough, social media is a long-term strategy.
A business can try short-term tactics for connecting, but a long-term strategy of working to build connections with a passionate target audience is the best route for sustainable success.
Levenger has set out to provide the best products for passionate readers and writers since its very beginning. There have been periods of growth in demand from others who may not be the most passionate about their products, but sustained growth over a long period is possible at Levenger because they look to acquire passionate customers one at a time.
Focus on your customer’s story and giving is the key to success for sustainable success in social media.
Short-term focused strategies can be successful…in the short-term.
But to stay up-to-date with the latest communication tools, it’s best to start a long-term connection strategy today to prepare for tomorrow.
How is your company working to build connections with passionate individuals?
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Image courtesy of KRSPO