You’re Only 1 Customer Away From A Bad Reputation



Last time I let you know about how we’re now in the New Reputation Economy.

And what that means is that your business’ “reputation” is your new online currency.
When search results online come up with less than stellar reviews, human nature being what it is, people will tend to say “next!”





A good online review is now equal to a referral to your business.

But it’s even better than that – it’s not just a one-to-one referral as someone would do in person, online it’s a one-to-many (think hundreds of people in a local market…) Call it instant customers!

As for bad reviews, well they get even more exposure because as we know, bad news travels fast. People will have a tendency to also verbally pass on a bad review.

You’re only one review away from a bad reputation! A bad reputation will scare off potential customers – even a couple of bad reviews will do that! There’s research that’s found that 79% of consumers trust online reviews as much as personal recommendations from friends and family members. That’s huge!

Imagine what kind of LIABILITY a bad reputation is to your business. Your reputation is YOUR MOST PRIZED BUSINESS ASSET and something you need to guard, protect, and promote more than anything else.

Let me ask you, how many customers do you see through your doors in a month? 10, 50, a 100?

Even if we say 10 a month, that’s 120 a year. Do you have 120 favourable reviews?? Did you know that part of how Google ranks a business online is by the reviews that it has?

Let me show you this for a second… This study done by economists at the University of California – Berkeley showed that a slight half-star improvement in ratings increased restaurant business by 19%!

Imagine if we applied this to your business and it increased sales by even 10% or 15%. Pretty impressive, huh?


1/2 Star Improvement Sells!

So how do you do get a consistent stream of reviews from your customers to build your 5-star reputation online?

First of all you need a systematized method of collecting those reviews. The feedback that you’ll get will also be a great tool to make improvements to your business. Even if you do get less than stellar reviews, it’s an opportunity for customer service to turn the situation around with that particular customer!

Everything old is new again. This is the same as word-of-mouth offline and it starts with great customer service. Remember, you’re only one review away from a bad reputation.

Next time I’ll talk about how you take those reviews to not only to build your 5-star reputation, but to market it as well to make you more sales!


Marie Watkins is Chief Instigator at Marketing Strategics, whose mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved

Provide Value To Your List

Provide Value & Your List Will Love You!

Last time I mentioned the benefits of marketing via an email newsletter, now it’s time to talk about what you put in that newsletter. The key is value. Provide it to your audience and they’ll love you for it!

If every email is a pitch fest, you’ll alienate your audience, and your unsubscribe rate will go through the roof! You might be the sharpest businessperson in town, but if you’re not concerned about your readers’ interests, they’ll drop you for someone who is.

Let’s look at some ways you can engage your readers in a conversation, and provide value to them without always looking for a sale.

Here Are Some Options:

 

1. Ask questions. You may have the demographics of your target market but have you actually asked them what they want or need? Even if you’re a part of the target market, your needs might be different from someone else in that market.

Send emails with specific, open-ended questions and encourage them to hit the reply button to send their answers. Create a simple survey with more open-ended questions and ask your list to participate (offering a freebie helps recruit participants).

Ask questions on your Facebook page and send the link to your list. This option is fun because with Facebook’s real-time updates it feels more like a genuine conversation.

2. Be a problem-solver. After you read the questions from your readers, search for the answers to whatever they need. Once you have the answers, decide how best to deliver the information.

You could write a blog post answering the question then send an email with the post link. If the answer is more detailed, create a video and embed it on your site. Then send an email linking to the video post. A problem-solver also gets known as the “go to” person, which is a good place to be when competing for market share.

3. Share information. This can be content that you create from scratch or it can be content – such as blog posts, articles or videos – that other non-competitors have already posted.

Why re-invent the wheel? Instead of putting pressure on yourself and your already busy schedule to create new content, share articles, blog posts or videos that will help your audience. Ideally, you want to use content from people who are not direct competitors. But do give credit where credit is due.

For example, if you were a landscaper who found a video about the best ways to manage lawns in the summer, you could share the link with your email list. If you’re a chiropractor and a fellow chiropractor a couple of provinces away published an article about ergonomics, go ahead and share it.

Focus on email marketing as a relationship builder and you’ll have loyal readers and clients who understand you truly want to help them. The side benefit is that they’ll likely remain loyal clients who’ll refer new customers to you as well!


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!
To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved

Ottawa Email Marketing

Reach Out With Email Marketing

One of the challenges that many entrepreneurs face is how to stay “top-of-mind” with clients and prospects in a way that provides value, and that isn’t always about “buy my stuff”.

It’s easy to keep in touch!

I’m talking about reaching out to your audience with a regular email newsletter. It may sound passé in these days of Twitter, Pinterest, Instagram, etc., but it is still a very viable avenue to connect with existing and potential customers.

Of course traditional advertising is still an option too, but that can get pricey in a hurry to do a proper job of it, especially if you don’t have deep pockets! Some of the many advantages of having your own newsletter are that it:

  • Positions you as an expert in your field
  • Places you as a resource for products, services, and information
  • Builds KLT (Know, Like, & Trust)
  • Reaches a large number of people very inexpensively
  • Makes you approachable

Another benefit is that you’re likely to make more sales from sending out your newsletter. And bottom line, this is what every business owner is after!

Show me the money…

Here’s part of an infographic based on research by Kissmetrics, Pew Internet, eConsultancy, et al, that shows the effectiveness and terrific ROI of email marketing.

Email Marketing is still very effective!

Next time around, I’ll take a look at how you can easily get started with your own email newsletter.


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved

Back To Basics

Back To Basics

Another year already! And as they say, time waits for no one. So are your online marketing tools tuned up to give you the best return in sales for 2013?

The basics done properly and consistently will move you closer to your objectives. That said, here are a few simple tips to help you along with your online marketing efforts with humans and search engines.

Is your website getting you leads?

Have a prominently placed “call to action” and offer visitors something of value such as a white paper, guide, resource directory, in exchange for their name and email. This way you build your list of prospects that you’ll stay in touch with and convert into clients.

Track visitors and conversions with Google Analytics

Do you know how many visitors your site is getting, and which pages they view? Install Google Analytics to find out! Click here to get it.

That way you’ll be able to see which pages attract the most views, what your potential buyers are interested in, and how long they stay on your site. Armed with that information you can test and tweak as required.

Consistent ID

Make sure your citation (business name, address, phone, email, website, contact) is exactly the same for every online directory in which you list your business.

Show them the way

By adding a Google map to the home page of your site.
Ensure that your prospects and customers can find your office or store easily. Click here for Google Maps.

I suggest that you track and measure the results of any marketing activities you undertake.

If you can’t follow how the money you spent on a marketing activity is working for you, be it in sales that come directly from it, or new leads, I wouldn’t bother with it.


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail results@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved