It's never been easier for businesses to reach potential customers. This is good and bad news for business owners. The good news is you can effectively use many marketing tools to reach your target audience. The bad news is your competitors can too. The difference between the two of you may not be who's using these tools, but who uses them more effectively. Using these resources wisely can give you an edge in today's cut-throat marketplace.
You thought you had a good thing going when it came to marketing, but things aren't going as well as they used to. What's gone wrong? Here are some things to consider.
You only have one chance to make a first impression. In today's world people comb the internet to do their homework about where they're going to shop, which restaurant to go to or where to take a vacation. Your website is often one of the first things a potential customer sees about you and an unappealing website can result in them going elsewhere. The reality is your website may be doing more harm than good.
If you are not optimizing your website for search engines, it's extremely easy for potential customers to end up on your competitor's website, looking at their goods or services instead of yours. You not only need to address search engine results, but you need to understand there are fewer people on the internet using traditional PC's and laptops. Instead, they're using smartphones and tablets, so it's more important than ever for your website to be mobile-friendly.
Mobile users will click off your site and onto the next one if it's hard to read or doesn't load quickly. A clean, visually appealing website with relevant, compelling content that's easy to find can turn potential customers into real clients. With an effective, attractive, functional website people will buy into your brand before they even come to your doorstep.
Your social media presence (or lack thereof)
Your social media presence can play a big part in landing new leads. If your website is a portfolio of your offerings, your social media is your voice. It can showcase your likes, your opinion, your vibe and what people think about you. It also offers the ability to provide updates of recent news or offerings. If you aren't active on social media or do a poor job reaching new audiences with it, your competition can be taking leads from you each day.
Your reputation (mis)management
The good old days of being able to hide your mistakes or shortcomings as a business are gone. Through social media and review sites, people can sing your praises or slam your products or services. ANYONE with access to the internet can be a critic and impact how much or how little business you're doing. Your reputation is hard earned. People who are looking for what you're offering are seeking someone they can trust. How you manage or mismanage your reputation can be the difference between appearing trustworthy or untrustworthy. Which would you prefer?
You need to pay attention to your online reviews, wherever they may be. This includes review sites (like Google and Yelp), social media (such as Facebook and Instagram, including Facebook groups and message boards). When responding to negative reviews you need to,
- Be responsive to the problem,
- Be kind and understanding (even through gritted teeth), and,
- Avoid pointing fingers, picking fights or blaming others.
This is a two way street. As your positive reviews increase, they crowd out the negative ones. These good reviews can help your business grow. You just have to be savvy enough to leverage them.
Lack of email marketing
You need cost-effective ways to keep in touch with your customers, one of which is email marketing. It's an easy and effective tool to help your customers keep you in mind the next time they need your products or services.
How do you create an email seen as valuable and useful, as opposed to an email that ends up being quickly deleted without ever being opened? Offer engaging information such as advice, specials, coupons or deals. This may lead your audience to view your company as a valuable resource and may, in turn, increase the likelihood of interaction with your website and/or social media.
These tools can be used to your advantage. They can help steer potential clients your way, instead of having them wander into your competitors' arms. If you have questions about marketing your business or need assistance to use these tools to grow your business, LyncServe can help. Contact us today by filling out our online form or call us at 267.364.5049.