Are you looking for a way to differentiate your business from the 20 other (or more) similar companies in your market? Maybe you’re in an industry like Restaurants where there are literally hundreds of local competitors battling for the consumer’s dollar. Maybe you’re in an industry that requires you to compete with massive international companies who dominate the search engines? Maybe you haven’t had a Facebook “like” since 2015?
Don’t give up! There are some pretty easy-to-implement marketing initiatives that can help your business stand out, and even stay shoulder-to-shoulder with industry giants.
- Build a Better Company Brand
The market may know your name, but do they really know who your business is? What do you care about? What are your specialties? How many lives have you changed with your services? Use resources at your fingertips to build a company brand, and above all, a personality. Post testimonials to your blog and social media channels, post write-ups about your business – and put a name to the face with fun company photos. It may seem trivial, but 7 in 10 Americans said they were willing to spend more with companies they believe provide excellent customer service – if you prove you’re the kind of company that people want to frequent, you could be catching those same numbers!
- Focus on Mobile Content
The typical criticism of our society is that we’re all glued to our phones all day. Why not use this knowledge to your advantage? Post content to, and optimize that content for places where it will be seen on a mobile phone. Is your email newsletter responsive? Are your graphics sized for mobile social media pages? Will your website display correctly on an iPhone? How about an Android device? What about customer inquiries; can they easily ask a question through their phones? If you’re not taking advantage of mobile optimization, you’re losing out.
- Manage Your Reputation
Reviews drive purchasing decisions! Ninety percent of people report that reviews help them determine the quality of a local business, and 72 percent of people report that positive reviews inspire trust. So are you inspiring trust through what’s written online about your company? The harsh reality about business is that it’s impossible to leave every single customer 100% satisfied every time. Those who aren’t satisfied are not afraid to write very nasty reviews about your company online to be seen by thousands. What’s being said about you? Do you know? Are you taking steps to proactively manage feedback before it ends up online? Are you taking steps to solicit online reviews from your happy customers? If you’re not, you could be losing out to the competition.
- Start Re-Recruiting for Return Website Visitors
Visitors who return to your website are infinitely more valuable than people who visit once and never return again. They are much more likely to interact with your site, share your content, refer your site to their friends, or ultimately become a customer. The more you can do to encourage second-time website visitors, the more you’ll see your traffic numbers, engagement, and profitability rise. Use a program like BARQAR’s Re-Recruiting program for Facebook, Google and Instagram to drive interested and hard-to-find prospects back to your website, where their potential to increase your bottom line increases exponentially.
- Create a Better Customer Experience
If your customers aren’t happy, they aren’t going to come back. But beyond that, they’re going to spread their unhappiness through word of mouth, online reviews, and social channels – all of which can directly impact your bottom line. Try to gauge customer reactions to see how well you’re doing, and where you have areas to improve. The more proactive you can be, the less reactive you need to be when something goes badly.