Whether winning new clients or retaining existing customers, the goal is to impress them at all times. Through a combination of making appearances count and building strong bonds, your online brand can see the very best results.
The impacts of COVID-19 have changed consumer habits, which creates a plethora of new opportunities. But the shift towards online interactions and transactions has increased the level of competition too. So, the need to create the right impression is bigger than ever. Here’s how to do it in style.
Make Your Business Stand Out On Search Engines
AIDA marketing concepts tell you that the consumer journey includes various stages. Awareness, Interest, Desire, and Action. In short, the first hurdle is to ensure that your company is visible. Reaching the right people in the right places at the right times is everything. Search engines are your best friend by far.
Over 81% of the online population uses search engines to find products and services. Moreover, the traffic gained through those platforms outweighs all others. Crucially, consumers visit when they are actively in one of the four consumer journey stages. By ranking well on Google and having a GMB listing, you deliver the answer they need.
Straight away, then, this makes your business the convenient and logistical solution.
Create A Professional Image & Power Status
While getting seen is vital, awareness counts for very little if it doesn’t lead to interest and desire. Your company needs to look professional, powerful, and trustworthy. The right logos and brand imaging will set the right tone. However, the brand identity is also heavily influenced by the personality of the people behind it. So, adding suitable staff photos is key.
Consumers want to work with companies that are reliable and supported by a good track record. Even if you don’t have lots of experience, customer testimonials are great. Meanwhile, a virtual headquarters gives you the look of an established and successful brand. This is particularly ideal when working from home or a cheap industrial unit.
When the first impression is a strong one, it can seriously influence a user’s mindset.
Take Customer Care To The Next Level
Human interactions are at an all-time low as a result of the pandemic. So, consumers need to know that businesses are ready to compensate with improved care through tech features. If they are not confident in your ability to satisfy their queries or respond to any issues they may encounter, it could cost you the sale.
Conversely, a company that goes above and beyond to provide excellent client care will be set to thrive. FAQ web pages, live chat facilities, and VoIP telephone care teams are great options. This is another area where your virtual HQ can aid the cause too. Most importantly, you need fair returns policies and a clear commitment to actually support your customers.
When consumers feel valued and can trust the business, customer lifetime values will soar.
Build Exciting, Targeted Ad Campaigns
Consumers now interact with hundreds of brands on a daily basis, including many of your competitors. So, if you want your business to be the one that they choose to buy from, you must make yourself unforgettable. Most people prefer to find brands through content rather than explicit ads. As such, exciting content needs to be a big part of your strategy.
Great content can be made via blogs, vlogs, podcasts, infographics and more. In today’s climate, you need to produce quality and quantity to keep people interested. Getting the content out to the masses is crucial, which is one of the many benefits offered by social media. However, you must avoid opting for generic ideas. Be focused on your audience.
It’s better to resonate with one audience than to get ignored by everyone.
Become A Responsible Brand
B2B and B2C clients won’t only want to buy from companies with great products and services. They additionally care about bands that share similar life values. Now more than ever, people want to build a better world. Consequently, creating a responsible company that operates in a sustainable and admirable way is key. It could work as a major marketing tool.
There are many ways to achieve this goal. Opting for green tech could mean using solar power or eco-friendly packaging. Meanwhile, supporting political and humanitarian causes can be very effective. When customers can see that your business is committed to reducing its carbon footprint and impact on society, it will set a positive tone. As such, it can boost sales.
Aside from the consumers, this step will influence the mindset of your employees.
Protect Client Data
While protecting the planet is one thing, you must not forget that consumers need to know they are protected too. Cyberattacks happen every 30-40 seconds, and small businesses are the targets in almost half of them. If your company suffers a single breach, it could damage the sense of trust forever. Impressing them after this will become very, very tough.
Protecting client data online can occur through outsourced IT management and cloud data storage. Moreover, employees should be trained to identify malware and phishing scams. Prevention is the best form of protection, but quick action is the next solution to consider. When clients know that you take data protection seriously, it removes a potential obstacle.
And while companies around you fall short, yours will maintain its solid reputation.
Get Reputable People On Board
The value of testimonials has already been mentioned. However, you can take the potential to whole new levels by securing referrals from individuals and brands that your clients look up to. After all, consumers are far more likely to listen to what impartial third parties have to say. Similarly, using the same products as their idols is a great way to emulate them.
Social influencer marketing has become a major business model. The key is to find an influencer that boasts a very similar target market to yours. The right content producer will know how to sell your brand, spotting its biggest USPs. Crucially, they will know how to engage the demographic and turn awareness into desire and action. Collaborations are key.
Nobody knows the business like you do. Still, that doesn’t mean you’re the best to promote it.
Create Personal Connections
Marketing campaigns that answer a person’s pain points will go a long way to leaving a big impression. For the best results, though, you should also consider using personal interactions with your clients. Something as simple as adding their name to marketing emails can make a big difference. Sending an e-greeting card and discount on their birthday works well too.
Ultimately, you want consumers to feel as though they are playing an important role in your brand story. Participation is the key ingredient as it creates two-way relationships. Ask for their opinions via surveys and focus groups. The insight they provide will show how your brand can improve its products and services. And customers will feel that you’ve listened.
Once the business feels like their business, they will stay loyal to the brand.
The Final Word
Customers are the most important people in your business, and will have the casting vote on whether you succeed or fail. Therefore, you need to ensure that every aspect of the business is tailored to their needs.
Your brand should stand out from the crowd and encourages the intended reaction. When this is followed by long-term bonds, you will see truly stunning results. And with this aspect under control, the entire venture has a better chance of thriving.