Do you know what your customers are saying about your business? Do you know what they are telling other people about your business? These are challenges facing many business owners today.
Marketing Stockport’s Richard Higginson (left) examines what
business owners can do to manage their brand in a digital world
where everyone can be a ‘judge’ and has the power to influence the
‘jury’:
“By running a business, we inevitably spend money on marketing and
branding from simple business cards, posters and leaflets to full
blown integrated campaigns including press, radio, online & even TV.
Whatever the chosen route, we invest money to make our business
visible to existing & prospective customers.
“With the world domination of sharing and social websites,
word-of-mouth marketing is a developing, evolving and powerful
channel. It’s a channel where brands and businesses can quickly lose
control of what is said, when and by whom”.
Marketing departments can control what messages they send out – printed brochures and leaflets – but what we can’t do is control what people say about our brands on-line. However, we can engage directly and influence.
Engaging in social networks is a topic and strategy worthy of its own chapter but it is worth taking the time to consider how your customers view your company, your brand and your product. All too often the difference between owner and manager aspirations and actual customer experience can be very different – both good and bad !
A local shop had an interesting sign: “If you like your food, tell others; if you don’t please just tell me”. Sadly in a digital age – we have a bad meal or experience with a company – we have the power to tell everyone.
With the power of social media and word of mouth marketing, spending some time looking at your business from a client and prospect perspective could be valuable time well spent.
Mystery shopping has evolved from a retail research tool to now cover professional services and indeed any business. Deploying a periodical mystery shop can provide valuable insight into your business and customer experience.
Understanding how customers view and engage with your business either face to face or over the phone is crucial. Getting feedback and reports can give you a good focus and provide a checklist to help evolve and contribute to the continued success of your business.
Marketing Stockport member, Shopper Anonymous, is willing to take a look at local businesses and provide a report that will indicate how customers view their business,with no obligation.
To find out more click HERE