Don’t underestimate the value of Word of Mouth Marketing

What is Word of Mouth Marketing?

Word of Mouth Marketing seems like a pretty obvious one, but it is absolutely crucial to your business. It’s when your customer’s interest in your products or services is spoken about in their daily lives. In simple terms, it is free advertising generated by the experiences that your customers have with your business. This can be anything from a great customer service experience, where you have gone the ‘extra mile’ to help them with a problem, or maybe solved a problem they didn’t realise they had. Something extraordinary, or just a product or service that they are really pleased with and want to tell their friends and family all about it.

It really is one of the most powerful forms of advertising as 92% of consumers trust their friends over traditional media, according to The Nielsen Global Survey of Trust in Advertising.

Word of Mouth Marketing (or WOM Marketing) includes viral, blogs, emotional and social media marketing.

Example of WOMM

WOMM is all about creating a buzz around your business – your products or services. The more you interact with your potential target market and with your existing customers, the more the name and reputation of your business will spread. It kind of creates a snowball effect. For example, say you own a restaurant. You create a comfortable atmosphere, the food is great, the service is exemplary, BUT, not only do you do that, you make every single customer feel special. Their dining experience is perfect because you have gone above and beyond to exceed their expectations. When they leave the restaurant, they will leave a review on your social media site; they might tweet about the fabulous service they received, about what a great place it is to eat and what a wonderful time they had. That’s great, but the snowball effect is that they will not only leave a review or tweet, they’ll also talk to their friends and family about what a great night out they had, and tell them they ought to try out your restaurant. This is part of the ‘creating a buzz’ scenario. And this can be followed up by you…

ALWAYS reply to reviews and feedback; thank customers for their comments and say how pleased you are that they enjoyed their meal at your restaurant. If you have a website, point them to the website to sign up to your newsletter, so they will be informed when you have special events on, (you might have live music nights, for example or do a special ‘Curry night’ or ‘Chinese night’). And advertise these events on your social media pages for those that don’t choose to sign up to a newsletter, (they’re not for everyone)!

Ask your customer who has left a glowing review if you can use it for your marketing. Share the review on your other social media sites, website and in your newsletter as ‘proof’ that your place is the best! If you get some really glowing reviews, you could ask the customer a few questions about why they enjoyed that particular evening – what made it special for them? Then you could turn this into a mini case study as to why your customers enjoy your restaurant…and give your customer his five minutes of fame, whilst at the same time making him feel very valued and that his opinion really does matter to you.

It’s all about TRUST

If a customer feels that he or she is listened to and valued, they will start to have an emotional bond to a particular business. This is the reason that most large Corporates have a whole team of people, who talk to their regular customers to discuss products, either with a personal visiting service, via a review of products the customer has (insurance products for example), or on the telephone. This works well as the customer feels that the company cares about them and is interested in what they are likely to do next in their lives. Let’s face it, this kind of interaction is not only to make sure that customer has the right insurance products, it’s also a fact finding mission to find out if there is anything else that could be sold to them in the future. But the point is that the customer feels that the company they have chosen cares about them.

No matter how big or how small your business is, TRUST is a huge issue and one that needs to be nurtured with every customer you have. If they trust that you have their best interests at heart, that you genuinely care about them and value their opinions, they will be loyal to you and will always be willing to try out new products or services that you offer. And, they’ll tell their friends that you have a new offer going on!

Can’t I just make up some great reviews?   

Yes, of course you can, but this wouldn’t really achieve very much as you won’t have that real person going around telling their friends all about you. It may help you attract new business, but you’re starting off from a deception. There is an official body in the USA that has crafted a code of ethics for the industry.

“The Word of Mouth Marketing Association (WOMMA) is the official trade association dedicated to word of mouth and social media marketing. Founded in 2004, WOMMA is the leader in ethical work of mouth marketing practices through its education, such as WOMMA Summit, professional development opportunities, and knowledge sharing with top industry marketers. WOMMA’s membership is made up of the most innovative companies committed to progressing the word of mouth marketing industry through advocacy, education and ethics.”

https://expertfile.com/organizations/WOMMA-Word-of-Mouth-Marketing-Association

The word of mouth marketing strategies they promote are “credible, social, repeatable, measurable and respectful” and there is no tolerance for dishonesty.

How is WOMM different to referral marketing?

Word of Mouth Marketing is about creating that buzz, no matter what kind of business you have, how big or how small you are, or the kinds of products or services you offer. The more you engage with people, the more the name of your business and your business ethics will spread. It’s all about the snowball effect.

Referral marketing, on the other hand, is a more focused and targeted marketing media. It focuses your attention on a specific person to actively encourage that one person to refer their friends. It is a segment of WOMM, but it’s a more proactive way of generating new customers. You have control over the whole referral process to convert a particular customer to buy your products or services. This could be through the use of funnels, for example.

How to do WOM Marketing

Engage with your customers and potential customers, not just collect them. You might have hundreds, or even thousands of followers on your social media account, but are they all interested in what you do or sell? Or are they just there, not really interested, but more of a ‘follow for follow’ basis? Do they interact with what you post? Do they feel that connection with you? It’s about building engagement, building a relationship with followers that are genuinely interested in what you do and feel a connection to your business. The more passionate they are about you, your business, your products, your services, the more likely they are to share what you do, share your posts and tell people about their experiences.  

 

If you set yourself up a strategy, there are things you can do to increase the WOM around your business…things like a partner programme, affiliate marketing and using reviews.   

Your biggest marketing asset is your existing customer base, so create something worth talking about and encourage your existing customers to talk about it too.

  • People trust their friends and what they have to say. Ask customers to refer a friend…you can give incentives to encourage that. For example, refer a friend and get 10% off their next order or get a free gift.  
  • When a customer has bought something from you, or used your services, ask them to leave a review.
  • From the reviews that you get, identify something about your brand that has the possibility to generate a buzz or create something new that will generate that buzz.
  • Get your existing customers on board – you could create a competition, with the winner receiving your new product or service.  

Word of Mouth Marketing is a free and easy way to promote your business, but does take a bit of time and hard work. Gaining trust and engagement with your business is a two-way street, but when it works, you will have meaningful relationships with people who will become your best brand ambassadors.

9 ways to keep your customers coming back for more!

Happy customers will love your products or services, they will recommend you to their families and friends…and they will keep coming back for more.

So, how do you get your customers to return time and time again?

The answer is providing excellent customer service. But not just providing excellent customer service, you need to have that genuine desire to delight your customers, making them feel valued and important. Customer service is not about selling your products or services, it’s about the whole experience that someone has when dealing with you; what you make them think and how you make them feel. There are several ways to do this ….and so keep them coming back time and time again.

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Know your products or services  

First of all, you need to know every single product or service that you offer inside out. Know how they work, anticipate what questions your potential customers will ask about each one and know the answers so, when a customers asked, you can immediately reply. Think about what your existing customers have asked you in the past and keep a record. There will always be a list of common questions.

Be approachable   

Customer service is all about being friendly and approachable – it starts with a smile. When I worked for a global corporation, we were told that when we answered the woman-977020_640phone, we must smile as it comes through on the call, even though the customer cannot see you…and it is true.

If you are meeting a customer face to face be welcoming and, if they buy something from you, thank them. This is so simple, but so important – it shows you value your customers and are grateful for them choosing you above your competitors.

Give a little respect!

Sometimes customer service can involve emotions; your customer may be upset, angry, happy, joyful, tearful…you can see every emotion. The most important thing is to keep neutral – NEVER let your own emotions get in the way of seeing your customer walk away happy with the service you have provided. Upset and angry customers can always be turned around by you understanding their issue and asking them what you can do to make it better. This takes me onto…

Listen to your customers

This is probably one of the most basic rules of excellent customer service. Listen intently to what they are saying and be aware of body language as someone can be talking to you as if they’re mildly annoyed, but their body language could be telling a completely different story.

hand-997394_640When your customer tells you something they are not happy about, or makes a suggestion that something you do could be improved, repeat what they have just told you. This shows them that you are listening to them and also that you value what they’re saying. Ask what you can do to rectify a mistake, or complaint….or ask how they think that something you do could be improved. Then it’s important to take the answers on board, write them down and tell your customer that you will deal with it personally and get back to them within a specified time-frame….and make sure you do! If within that time-frame you don’t have an answer, contact the customer anyway, even if just to let them know that you haven’t forgotten them, but that the issue or whatever, is taking longer than you expected.

Respond in a timely manner

If you use social media and customers make comments, respond as quickly and efficiently as you can. The same applies to emails…respond quickly. You may not be able to answer the query immediately, but responding quickly, if only to say you’ve seen their comment/received their email and that you’ll get back to them with an answer.

Ask for feedback on your products/services 

feedback-4746811_640As a small business, it’s important to keep in touch with your customers, so it’s always worth giving a customer a call, or send an email, thanking them for their custom and asking for feedback on the product or service you provided. This often produces very positive comments, which you can then ask them to put into writing or to leave a review or comment on your website or social media page.

You could also conduct a customer survey, use a feedback form … just try and make it common practice to ask for feedback.

Use the feedback you receive

If you ask for formal feedback via a survey or feedback form, it’s important that you act on the feedback you get. Review all the feedback you get, identify areas where you can improve and make any appropriate changes to your business. You may even get an idea for a new product or service you hadn’t thought of from feedback.

Keep your word

If you promise to do something for your customer, do it! Never break a promise or under-deliver. It’s always better to under-promise and over-deliver.

There are times when you can’t deliver what you’ve promised…speak to the customer, apologise and explain why and offer an alternative.

Reward your customers

gift-box-2458012_640Customers love to feel valued and a simple way to do this is to thank them for their custom – a simple thank you card sent with their order will go a long way.

It’s also good to encourage them to recommend you to friends and family – how? Offer an incentive. If a customer refers a friend and that friend buys from you, the customer gets 10% off his next order with you or receives a small gift.

You could also run a loyalty scheme or loyalty card – every time a customer buys from you they get points on a card – when the card is full – say having bought 10 items, they get a free gift or their next item up to a certain value, free of charge. Online card companies do this a lot.

Conclusion  

Excellent customer service is all about making your customers happy. If you have happy customers, they will be loyal to your brand, will recommend you to their family and friends and they will definitely be back for more!

If you have any other ideas on how to keep your customers coming back for more, please leave a comment.

10 reasons why you need a business plan!

I’ve had a few people ask me recently, “just why is it so important to have a business plan?”

Well, a business plan serves two crucial core purposes; it provides a financial validation and it also serves as a roadmap to keep you on track all year.

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By financial validation, I mean that your plan gives both you and any outside funding institution you may need for loans etc. a strong indication as to whether your business venture will be a success. If you are doing a business plan for this purpose you would add in specific detail regarding how you run your business and whether you will get a return on any investment that, say a bank, will loan you and of course that you are financially viable enough to be able to afford loan repayments.

The second core purpose, the roadmap, is the area I will be looking at in more detail as this is what most small businesses (who don’t necessarily need financial input) think that a plan is not a necessity. And some small businesses manage completely fine without a plan, but I feel it is important as it lays out your action plan; details all the milestones and successes you have established and gives timescales for when you expect to complete certain tasks. It gives you a clear path to follow and keeps you focussed on achieving the goals that you have set for your business.

So, I’m going to focus on what a business plan does for your business and why it’s important.

10 reasons why you need a business plan (2)

 

To demonstrate that you’re serious about your business. This just puts it down in writing that you are committed to building your business and how you’re going to go about making it a success.

goals-2691265_640To ascertain your business goals or milestones. Your business plan will make you think about what you want to achieve with your business and where you see yourself in a year’s time… in five years’ time or more. You can plan not only your long-term goals, but also some quick wins and short term plans. They are significant events that you want to achieve, such as building a website, launching new products/services, producing a brochure and also things like getting your first 100 or 1000 followers on social media.

To understand and know your competition. A business plan forces you to look at your competition – analyse how they work, what they do that makes them stand out in the crowd, look at their products and how they advertise them, package them etc.

customer-563967_640To understand and know your customers. Planning makes you look at your customers; who are they? Why do they buy your products and why do they buy when they do? Do they belong to an average age group or geographic region? An in-depth customer analysis will help you understand what makes your customers tick and how you can better serve them and give them what they want.

To assess the feasibility of your business. Is your business viable? A feasibility study involves researching your target market and your competitors and will let you know if your business venture is likely to be a success.

money-2696228_640To determine your financial needs. Do you need to raise money to buy stock and how are you going to do this? Are there training opportunities for you, so you can learn more about what you do, that incur a cost? How will you factor this in? If you need a big financial injection, you will need to look at loans or investors…your plan will then need to be very specific around how you will be able to afford this kind of investment and what your return will be.

To reduce the risk of looking at the wrong business opportunity. If you do all your research, you will be able to clearly see if a particular business opportunity is going to be feasible, if there is a market for your products/services or whether an alternative route/opportunity might be better for you.

To push you to research your market and really get to know it. Researching your market will help you understand the latest trends in your particular area. Is this market growing or receding? What is the biggest threat to your business/industry? What is the size of your target market and how do you get your products/services in front of them? Your business plan will help you gain a greater understanding of the ‘what, when, where, who and how’ of what your business will face.

stamp-143192_640To pinpoint your brand. Creating a business plan makes you focus on what your brand is; helps you describe your business succinctly and decide how you will position your brand to your customers and target market.

To measure the success of your business. This is the bit that most of us forget about when running a business. It’s important to have measures in place so you know if a particular product or strategy is working. It gives you the option to change your strategy or break it down to make it easier to manage. By writing down the goals you want to achieve, you can look at them every month or quarter to see how you are doing against what you wanted to achieve at the beginning of the year…and adjust things accordingly – this might include removing certain goals, changing them or adding new ones. But if you don’t measure, you don’t know!

Your business plan is about what you want to do. It’s always a work in progress and once you have one and use it, you will wonder why you didn’t do it before!

Find out more about what to include in your business plan in more depth and how to do it …10 essential tips in making a good business plan

And click on this link for your free basic business plan template/instructions Business Plan

If you need any help or advice, please feel free to get in touch.

9 ways to connect with your customers and grow your business

Do you want to grow your business
now and into 2019?

Every year millions of us make New Year’s Resolutions – but nine times out of ten, by the end of January, those resolutions are a distant memory. If you run a small business, or indeed any business, I’m sure that a business resolution is to grow your business year on year. So, rather than only make resolutions in January, why not think about it now? Start putting plans in place to connect with your customers in a more effective way – if your customers feel a connection with you, trust you and get great customer service, your business will grow.

Know and understand your customers
Your existing customers are your ‘bread and butter’. You already know that they like your products or services, but do you actually know them and understand why they buy what they do from you? The simplest way to get this information is to ask them! Send a

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Ask your customer for a review

survey telling them you value their opinion and ask what they like or dislike about your products/services.
If a customer has not given you a review, send them an email and ask them if they would, or if they prefer not to put a review in a public place, ask them if they would share their views with you on email. Good or bad, we can all learn from feedback.
As a ‘thank you’ for completing a survey or giving a review, you could offer them a discount when they next buy your products or use your services. Customer loyalty is absolutely crucial to your business and this will encourage just that!

Be accessible to your customers
This goes hand in hand with point number one and really speaks for itself. The one thing I hate when I ring a company to ask about their product or to find out more information, is reaching that robotic automated response. I’m more likely to hang up than I am to

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Listen to your customers

wait. It’s so important, especially for small businesses, to be accessible to customers. They want to speak to you, a real person, and have a friendly chat and get advice, or to place an order. It might not be you, but maybe someone who works for you, but try and ensure your customers speak to a real person. It helps build good relationships and trust and, when the conversation is over, they leave with a good feeling, instead of frustrated at having to ‘press 1’ for this or ‘press 2’ for that. Make sure that your contact details are easy to find and in a prominent place on all correspondence, social media and your website. If customers can’t find you, they’ll go somewhere else.

Make use of Social Media sites
Nearly everyone these days, from youngsters to pensioners are online in one way or another. Make sure your business has a social media presence, whether it be Facebook, Twitter, Instagram or one of the many other sources. Check your social media pages a

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Answer comments on social media sites

few times a day, reply to any comments or questions on your business pages. Listen to other businesses and what they have to say and comment on their pages. Engage generally with as many people as you can – this will help you understand behaviours and new trends, which you may be able to tap into.
The most important thing on social media is to stay focused – don’t get drawn into online arguments on your business page – keep it professional. Keep your page upbeat and positive.

Spend time networking

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Attend a networking event

It’s important to meet other like-minded people, so try and attend a couple of networking events and meet other small businesses. Networking events are great for sharing business cards and flyers, talking about what you do and finding out what others in your area do. Fantastic for building new relationships, networking helps you connect with potential customers, employees and collaborators and even investors.

Collaboration

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Collaborate!

This follows on nicely from networking. Find people you can collaborate with – for example, if you’re a hairdresser, you might want to link up with a make-up artist, so if you get booked for a wedding or special party, you can recommend a make-up artist…and vice versa. You can also share links to your websites on each other’s pages.

Incorporate visual marketing into your strategy
Use good images, live stream chats, webinars, videos and infographics to help promote

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Make a video

your business. Technology is always moving on and 2018 has seen a huge surge in this type of marketing. Don’t get left behind. There are loads of sites that offer free images or you could do a ‘live’ Facebook broadcast – it doesn’t have to be long. If you want to really connect with your customers, you could invite a small group to join you in a video chat to discuss what they like about your business and what might be improved. This would give you invaluable information.

Give away free stuff!

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Give a gift!

Everyone loves a freebie. You could give a few samples of a new product and ask your customers to trial it and give feedback. You could simply give a free gift to loyal customers or offer them a discount for a limited amount of time. This makes them feel valued, it nurtures your relationship with them and keeps them coming back for more. They’re also more likely to recommend you to their family and friends

Keep in touch with customers
Try and find a regular way to keep in touch with your customers. This could be a monthly newsletter or email, a courtesy call after a sale or after they have used your

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Keep in touch with customers

service. Think about it – if you bought something from a small business and a month later they rang you to see how you were getting on with that product, it would make you remember them in future. A balance needs to be struck as you don’t want to be a nuisance, but a simple courtesy call can make all the difference and shows you care. If there is a problem, it gives you the chance to solve it and so delight the customer even more. They will remember this kind of service.

Adapt and measure your business as it grows
We get our customers from many different places and ways – don’t forget to look for new ways to contact potential customers. Look at old business plans as there may have been

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Measure to see what works and what doesn’t

something that didn’t work for you in the past that might now be perfect.
Don’t be afraid to stop doing something if it’s not working for you – it’s no good flogging a dead horse. Put it on the back burner to return to at a later date.
Don’t be scared to try new marketing ideas, learning about new social media channels, do a course on how to do video for your business. You will never know if something works if you don’t try.
And ALWAYS measure what you do to see what works and what doesn’t. Monitor where your customers come from so you know what marketing sources work best for you.

Finally, decide which way you’re going to take your business for the rest of this year and into next, write them down and update your existing business/marketing plan and incorporate into next year’s plans. If you don’t yet have a business/marketing plan, now might be the time to start!

If you have any observations or questions, please contact me – I love to chat about different approaches to customers and marketing.

How a CTA can get you more business

The definition of ‘Call to Action’ as defined by Wikipedia is…

“Call to action (CTA) is a marketing term used extensively in advertising and selling. It refers to any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action”.

Get more business with a ‘Call to Action’

Basically, a CTA is just a way to get people to interact with you and encourage them to look at your products or services. There are lots of different kinds of CTAs – here are a few that you’ll probably have seen loads of times…

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“Don’t delay, sign up for our free cookery cards today – no obligation to buy!”

“Discover how I can help you with your tax problems. Subscribe today.”

“Do you want to be successful? Sign up to our monthly newsletter and find out how!”

These phrases are at the end of whatever you’re reading as a final instruction. No matter how you word your CTA, it all boils down to the same thing – you want people to look at your product or service with a view to buy or work with you. You’ll notice that they all have one thing in common, they are giving you something for free, using words like ‘no obligation’ – all you have to do is subscribe to a newsletter, monthly email and you get a free gift or valuable information.

limited-time-offer-1438906_640If a free ‘gift’ is being offered, such as the cookery cards, they are giving you something to try in the hope that you’ll be impressed, like them and then buy their product. Similarly, if you sign up to a monthly newsletter, it might be that you get some great information, but at some point there will be an opportunity to try a training course, or buy an e-book. Of course, there is no obligation to do this and you’ll still get the information, but it’s a great marketing ploy to plug your business. And the way the CTA is written doesn’t give you time to think – the ‘do it now’ approach with no obligation means you have nothing to lose – it encourages you to respond straight away.

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So, how can you use this for your small business? If you have a Facebook business page, there is a CTA button you can use – on my page, it says ‘Contact us’, but that can be changed to a variety of statements, such as ‘Book with us’, ‘Shop with us’ or ‘Learn more about us’. You can link it to your website or blog. But don’t just use the button – whether you are writing a Facebook post, Twitter post, Instagram etc. or if you are writing an article or blog, it’s good to have a strong CTA that will convince people to take that action. A CTA isn’t just about telling people what to do next, it’s also about giving them the reason or motivation to do it. It can be a short statement or a couple of sentences, but it’s important that it’s concise, to the point and focuses on what’s important…no frills and waffle.

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For example, I’m sure you’ve heard of television streaming companies, where you can subscribe to get the latest films, TV shows direct to your device. One of them uses the CTA…”Watch anywhere; Cancel anytime. Free for a month.” This short statement lets you know that you can have their services with no obligation to buy, there’s a trial period and you can cancel it whenever you want to. So why wouldn’t you want to try it? Do you see the idea?

Give it a whirl the next time you write anything and drop me a line to let me know how you get on!

Supercharge your customer touchpoints

This sounds like just another one of those buzz word things – so what am I talking about?

Every business wants their customers to be happy with the service and experience they receive. But, unless you have your customers in mind at every single touch point, you could be missing out on some great opportunities to delight them and keep them coming back for more.

What is a touchpoint? According to SurveyMonkey, the definition of a touchpoint is “…any time a customer or potential customer comes into contact with your brand…before, during or after they purchase something from you”

meeting-1002800_640You may have great products, delivered on time and with a smile, but if your advertising isn’t on target, or they receive billing mistakes, or have to deal with a clumsy and clunky website, you can scare your customers away. Luckily, these touchpoints are easily fixed and within our control.

Let’s take a look at the general touchpoints a customer will come across…these are just some examples.

Before a sale – Social Media sites, Website, Customer reviews, Advertising/Marketing.

During a sale – Shop or office, Catalogue, Phone.

After a sale – Billing, Emails, Newsletter

Make a list of the touchpoints your customers have with you, then look at them in turn, e.g. your website…is it easy to navigate? Do the tabs point to the right things? Do the links work? Are you easy to contact? Do customers get a quick reply if they do contact you?

Supercharge your touchpoints

Now it’s time to supercharge your touchpoints for a better customer experience.

Personal touch – Try and speak to a customer wherever you can as most people like to beard-2286440_640be treated as individuals. I prefer to speak to a real person, not an automated service as I can ask questions and, if there is something I don’t understand, I can simply ask. It is also easier to build a relationship with your customers if you actually take the time to talk to them, as it makes them feel valued. They will feel that they are important to you and your business, that their custom is appreciated and that their opinion matters.

Consistent Service levels – Be consistent across all your dealings with customers, not just on the phone. You have won their custom and now it is time to build their loyalty and gain that all important customer satisfaction. So, not only ensure that you give excellent customer service on the telephone, ensure that they receive the same experience if they email you, such as a prompt reply, with the answer or solution they want wherever possible.

Know your customers – Know what your customers want and who they are. If you can team-2651912_640.pngsolve a problem for a customer, do it…they will always remember that you went that extra mile…and will recommend you to family and friends. Something that you did this year that went really well, might not work next year – never make assumptions where your customers are concerned. One of the simplest ways to know what your customers want is to ask them. This could be via a courtesy phone call (but be careful not to be a nuisance), via a short survey or hold an event, where you can interact directly with your customers and they can see who you are and meet you properly.

Resolve any mistakes – If you make a mistake, own up to it and put it right quickly. Don’t blame anyone else, just resolve it and offer some kind of compensation, such as 10% off their next order. The four step system is a good way to deal with complaints.

sculpture-2275202_640Listen to the complaint…don’t argue or put the blame on someone else – the customer doesn’t want to hear this – he/she just wants you to listen to what they have to say.

Acknowledge the complaint – let the customer know that you understand their complaint by relaying it back to them. This not only shows that you have been listening but gives hope that something will be done. Thank them for bringing the situation to your attention and assure them that something will be done.

Solve the complaint – if you can, resolve the issue, keeping the customer informed along the way. In the first instance, after you have acknowledged the complaint, say that you will look into it and will get back to them within 24 hours – even if you haven’t resolved the problem yet, ring them within 24 hours to let them know what’s happening. Keeping them informed every step of the way is very important in keeping that customer in future and lets them know that they are a valued customer.

gift-553150_640Thank them – you have already done this when you acknowledged the complaint but do it again. If the issue has taken or is like to take a long time to resolve, maybe offer them some kind of compensation – a money-off voucher or a free gift.

Appreciate your customers – Let your customers know they are valued, e.g. send regular customers a ‘thank you’ card, or give them a money off voucher for being loyal, or ask if they’d like their purchases gift-wrapped.

It’s also really crucial to look past the sale…once your customer has bought something from you, don’t make it the last time they hear from you…follow up the sale and ask how they are getting on with the product. Are they happy with it? Do they think it could be improved? Do they have any questions about that or any other product that you sell? They may tell you about a problem they have that you can solve for them, or give you an idea for a new product.

smiley-163510_640If your customers are really happy with the goods and/or services they receive from you, ask them if they could write a short review, either on your Facebook page or on your website…or if they prefer, they can send to you on email. Ask if it’s OK to share their review with other customers and potential customers.

Whether your business is a huge concern, or just a one-man/woman team, excellent customer service must be at the heart of everything you do. It can take extra time and resources, time and money, but good customer service leads directly to customer satisfaction, which can generate great business for you via word of mouth. It can also you’re your business thrive and ultimately be a success. Never underestimate the power of good customer service – it’s your businesses life-blood.

 

How Content Marketing can benefit your small business

How Content Marketing can benefit your small business

The Content Marketing Institute, which is an online resource for information on everything marketing related, defines content marketing as…

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”

Stuart Miles (7)The key word here is ‘valuable’ content; content that will speak to your customers, content that they want and need, maybe information that solves a problem they have. In order to do this, you need to know your existing customers and research and get to know your prospective customers, so you can deliver that all important content. It may take some time to get it right, but when you do, you will have the opportunity to expand your business, build your reputation and ultimately be known as an expert in your field.

Once you can provide the right kind of content, it brings much more to your ‘table’.

More traffic to your website

If you can solve a problem that your customers have and write about it on your website, when potential customers search online for a solution, they will visit your site. Stuart Miles (6)Depending on what you do, that could lead to a sale or a request for your services…and they are likely to return to your site in future.

If you can find a way to tailor your content to your target customer’s needs and wants, they will trust you and you will get repeat business.

More sales

When a person finds a site they like, that speaks to them personally, or they feel that it speaks to them personally, they will return again and again. And if they are returning, they are more likely to turn into customers. As everything is online these days, we all turn to the internet if we want to buy something; I like to read about what I want to buy first and find out as much as I can about that product before I buy it. I am more likely to buy from a business that knows what they’re talking about and one that seems to know my needs.

Enhances your brand

It sounds a bit rude to say this, but it is fundamentally true – people are generally interested in themselves, in their likes and needs. This isn’t about being selfish, it’s human nature. When someone first looks at your website or interacts with your David Castillo Dominicibusiness, they are not in the least bit interested in your brand, no matter how hard you’ve worked on it. They are more interested in what you can do for them. If you provide something that makes their life easier, less stressful, and cost-effective and generally entertain them, they will then become interested in your brand as they will see it as something they relate to.

If you are consistently publishing new, unique content on your blog or website and then promoting it on social media, more people will get to see your name and start to relate to the things you write about. If they like what they see, they’re more likely to tell their friends and so your audience starts to grow and they become more aware of your brand.

Content marketing is cheaper than other forms of marketing

The title of this last section basically says it all. If you can research and write your content yourself, it is more economical as you’re not spending money on getting someone else to do it for you. You’ll also learn so much from the research you do, that you’ll find more content as you go.

Stuart Miles (5)When you publish your content on your blog or website, make sure that you promote it on every social media site that you have…with maybe a jig around of the title or introduction. You can also contribute to larger sites to get your name out there.

Finally, with content marketing, you are attracting customers to you because they’re interested in what you have to say…and ultimately they will come back again and again.

If you want to influence your audience to your way of thinking and to look at your products or services, you must provide them with something they want or need, be their solution, show them that you provide valuable content and that you value their custom.

 

Images courtesy of 1-3 ) Stuart Miles, 4) David Castillo Dominici 4) Stuart Miles at FreeDigitalPhotos.net

Build a positive brand identity

Build a positive brand identity (2)We all want our businesses to stand out from the crowd. Although it takes some time and effort, it’s worth it to have a unique identity that is instantly recognisable. Here are a few ideas that can help you along your way to having your own brand identity.

You may not think it important for a small business to have a brand, but having a brand is one of your greatest assets. Lots of big companies try to look like small businesses in order to appeal to customers who prefer to support smaller, independent brands. Your brand isn’t just about your logo, slogan and design scheme, but also about the experience your customers get at every touch point with you.

Stuart Miles (6)The first thing to do is to think about a mission statement for your business, which is a short sentence about what your purpose is. We all know Nike’s tagline, ‘Just Do It’ but did you know that their mission statement is ‘To bring inspiration and innovation to every athlete in the world’. So their mission statement encapsulates everything that the company is about and wants to achieve in one short sentence. This is no mean feat, but achievable for your business with a bit of thought. You could always get a few friends round and have a ‘get my mission statement’ party…but make sure you work on the statement before you start drinking…or you could have some very interesting stuff!

It can be easier to think of your brand as a person – what does it like or do? How does it help people? What do you want customers to remember about your business? It’s important to be consistent across everything you do and give the same high quality service and friendly attitude to every customer, so they all have the same or similar experience. This is especially important if you’re dealing with a complaint – be consistent; apologise; find out what went wrong and why and then try and put it right, keeping the customer informed. By doing this you can often turn a complaint around into something positive and turn the complainant into a loyal future customer. I think that the main thing to remember is to always consider your branding with every interaction with a customer.

So, now that we’ve looked at the experience you want your branding to give you customer, it’s time to look at the more practical stuff – business name, logo, colours and design – these are important and help shape your brand, but you need to know what the mission statement of your business is first before you begin, as this helps everything else fall into place.

Choose a business name – what name you choose will depend on what you do. I chose to use my name, coupled with what I do ‘Cindy Mobey Freelance Writer’ – does what it says on the tin. But you might want something that is catchy and captures the nature of your business. Think long and hard as once it’s out there, that is how people will see your business.
Logo – Once you have your name, you could incorporate that into a logo – again to make your business recognisable. As well as an overall logo, you could also have smaller logos for individual product lines.
KeeratiBrand Colours – The colours you choose are more important than you might think – according to research by web design and marketing company, WebPageFX, people make a subconscious judgement about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on colour alone. In fact almost 85% of consumers cite colour as the primary reason they buy a particular product and 80% believe that colour increases brand recognition. Wow! That’s quite powerful.
Tagline – The most important thing with producing a tagline is to be succinct. Your tagline captures what your business does and its values in one, very short sentence. For example, Nike use ‘Just do it’ – L’Oréal use ‘..because you’re worth it’ – both very powerful brands with very simple, catchy taglines that tell you what they want you to remember about them. In order to help you come up with your tagline, concentrate on the features of your business, how your products make people feel. Make a list of all the good things about your business …do your products enhance someone’s life?…make them feel more beautiful?…provide solutions to your customer’s problems? Then brainstorm words that describe those things – it might be worth getting a few friends together to help you brainstorm. Once you have a few words, you can come up with a tagline.
boulemonademoonFonts – When looking at your brand for the first time, people will notice the colours and also the font – the way the brand name is written. There are so many different fonts, so try and choose one or two that enhance your business name…for example if you sell vintage jewellery, look at a vintage font.
Tone of voice – Most big companies go for straight forward language or the ‘plain English’ approach. This helps customers easily understand what you’re saying without having to wrestle with big words, long sentences or jargon. Keep the language simple and friendly and you can’t go far wrong!

I hope this has helped you think about what you might like your brand identity to be – let me know if you have any other ideas, or if you need help to set the brand identity for your business.

Images courtesy of 1 & 2) Stuart Miles, 3) Keerati 4) boulemonademoon at FreeDigitalPhotos.net

 

10 quick wins to get more customers

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If you work for yourself, you will always be looking for new ways to get more customers, especially at the start of a New Year – New Year, new start!

Here are a few ways to help you find those all elusive new customers…

id-100123066Make yourself or your business the answer to a problem. Is there a problem out there that you can solve with your products or services? Do some research online and find out…then market yourself/your business, letting people know that you have the solution to their problem.

Follow up on previous sales. Once you make a sale to someone or provide them with a service, don’t forget to follow up with them a month or so down the line. Just dropping them a simple email to say ‘Hi, hope everything is OK ‘and ask if you can be of further service to them. If you sell a product, or range of products, perhaps you can suggest one to them that they haven’t tried before. If you provide a service, perhaps there’s another service you provide which they hadn’t thought of…you just need to point out that they need it and why!

Know your audience. It’s much easier to sell your products and services if you know who you are targeting. Do you know who your target market is? Take a few minutes to think about what makes those people tick…what makes them happy, sad, relieved … how can you address any issues to make their life easier?

Back to basics. Take a fresh look at your website and social media pages. Update your profile picture so it’s current, and make sure you are posting regularly. Make sure your website is up to date and that all the links work. Is your logo and online persona still relevant to what you do? If not, think about a re-brand. Make sure you have plenty of business cards and that they have all your up to date information on them. Distribute them to places where your target market may be….and think about getting flyers done to advertise your business…remember, that although we live in a technological world, not everyone is online, so there is still a need for hard copy advertising.

id-10040854Network with others. Find local groups or networking events, where you can meet like-minded people and exchange business cards and details. If you have a product and there’s a local trade fayre, go along and give out flyers and talk to as many people as you can. Don’t forget to also network online too – places like Google + and Facebook groups are great for this.

Get yourself interviewed. Approach a local newspaper or radio station and try and get yourself interviewed about your business. You can take the tack of putting yourself forward as an expert in your particular field.

Are you selling online? If you sell a product at markets and trade fayres, do you also have an online presence…and I don’t mean just a website. You could think about setting up an online shop – this can be very lucrative if it is marketing correctly.

Interview someone in your niche. Arrange to interview an influential person in your niche…someone who is an expert or leading authority on the kind of thing you do. You could interview them as a podcast or use it for a blog post. Either way, once published, that person will tell his/her contacts about the interview and point people to it…and you will get more traffic, which could lead to sales.

Offer a free trial of your product. Everyone loves a freebie and giving something away is a great way to get new customers. Make the free trial available for a limited time only, so instilling the idea that if they want a bargain, they need to do it ‘now’. Once they have the free trial, ask them for feedback so you can make improvements if necessary. If they love your product, they will look at your other products…you can also point them in the direction of another product, “If you liked XXXX, you should try XXXX – I’m sure you’ll love it!”

id-100282052Think about setting up a workshop. Although not exactly a quick win, is there somewhere local where you can share your knowledge through a workshop? People still enjoy learning face to face and this can bring you great new contacts. If you prefer to teach online, you could set up a webinar.

When you have gained new customers, which strategies have you employed? And what did you find was the most successful? It would be great to hear from you.

Images courtesy of Stuart Miles and Ambro at FreeDigitalPhotos.net

Do you speak the same language as your customers?

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To be successful in business, you need to really understand your customers, know their likes and dislikes. But in this age of increasing technology, are you losing the basics on how to speak the same language as your customers?

Why is it so hard?

  • Due to the internet, social media and ‘easy to navigate’ online stores, your customers and potential customers have a huge array of choices, as well as the cost comparison sites to help them. Customers have more power than ever before.
  • ID-100164372Customers tend to be less loyal and much less trusting these days. They will think nothing of flitting from one company to another, depending on who is the cheapest…and easy access to the media means that they read a lot more about customer experiences so are more suspicious than they used to be, the trust has waned.
  • Customers are constantly bombarded with data on their social media sites and through spam email, causing an overload, which makes it harder for them to make decisions about what they want.

When you weigh all this up, it’s not hard to understand why you don’t know what your customers want.

How to find out what your customers want

The quickest and easiest way to find out what they want is to simply talk to them…yeh, just talk to them – why is something so simple being forgotten?

When was the last time you picked up the phone to speak to your customers without a hidden agenda….just to say ‘hello’? So, why not arrange to meet some of your customers face to ID-100372771face – arrange a coffee morning. Show them that you care about their custom and that you’re genuinely interested in them and their businesses. Ask them how they approach problems in their business and ask them to describe how they deliver value to their customers. Listen carefully to their replies.

Ask them to describe your products and services? Are there any particular words and phrases they use? Ask them what they think of your competitors – listen to how they describe them, what words and phrases they use. Take note of their language and how they describe things and use the information to adapt the language of your marketing, use their way to describe your products….if you’re using their language, they will more easily identify with you.

If you talk to your customers on a regular basis, asking them questions about the products they’ve bought (not necessarily just from you) and listening to what they have to say; their ID-100291427worries, concerns and frustrations, you will learn what makes them tick. Listen to the questions they may have about your products and services, including any objections or criticisms, and ask them how you think you could solve any problems.

This is just the tip of the iceberg, but for the small business, talking to customers can have a huge effect on how customers view you and your business. Everyone likes to feel valued and, by talking to your customers, you’re showing them you care about them and their opinions. If you also go ahead and put some of their suggestions into practice, they will feel even more valued…and are more likely to be loyal to you and your business. So, cut out the fancy, long  words and heavily descriptive text, just describe who you are, what you do and who your products and services are aimed at.

ID-10075421Nothing will increase the popularity of your brand than speaking plainly in language your customers can understand.

Good luck and get listening to your customers – they will teach you how to speak their language and give your business the ‘thumbs up’!

 

Images courtesy of 1) Feelart 2) kapongza 3) Stuart Miles 4) kookkai_nak at FreeDigitalPhotos.net