Last updated 3 years ago
"Competition is fierce. Advertising is expensive. More and more consumers are looking for products and services that fit their specific needs. The new digital channels give businesspeople unprecedented opportunities to share their insights, information, additional levels of customer service, and, most importantly, access to you and the brands you represent. But there's another shift in thinking that needs to take place, and very few people understand or talk about it.
Google, Yahoo! and Microsoft are making their billions from pay-per-click contextual advertising in their respective search engines. When you do a search using the Google search engine, you'll notice either colored sponsored search results at the top of the page or additional search results on the right-hand side of the page. Both of them say 'sponsored links,' meaning a business has bought a targeted keyword and appears when a user searchers for those specific terms.
It's powerful because you're 'catching' a potential consumer while he is in active search mode, and you only pay for that ad if the user clicks on it. (Granted, the system is so robust that if your ads are not converting into clicks, most engines will automatically boot you off the system.)
It's the perfect dream for advertising: Match your products and services up to the consumers who are looking for them.
Think about that for a minute.
How much money does your company spend on traditional advertising? It could be TV, print, radio, billboards, or whatever. Here's the budget process: 'Let's take out an ad in hoeps that some of our potential customers will see it, remember it, and then think of us if they're looking for what we're selling.'
During that process do you know how many thousands of people have searched online for information or pricing on the exact same products and services?
Are you there?
Thousands of potential customers are raising their hands every day saying, "Hey I'm looking for you!' and yet most businesses consider Google, Yahoo! and Microsoft's search engine marketing opportunities an afterthought. Most businesses would rather put their advertising dollars in media that are - pretty much - a hope and a prayer. Most businesses don't even know if their traditional advertising campaigns worked until they are over.
Most businesses are not present enough in the search engines and they're leaving big money (and clients) at the table (or for their competition). It's not that all of the search engines have figured out a better mousetrap for sales and marketing. It's that they've managed to place your message with potential clients when they're in the mood for them.
It's a sales funnel unlike any other.If you're wondering where the number-one source of traffic to your corporate website currently comes from, you don't have to bother to look at your Web analytics package. I can tell you right now: It is the search engines."
(courtesy of Mitch Joel's book Six Pixels of Separation)
And the great news is that Team Bishop can help you get those potential consumers when they are actively searching for your services! Contact us today to find out how.
Last updated 3 years ago
Wow, that's an impressive number. One out of every 4 pages views is taking place on Facebook. Considering how much time we spend online and how many people there are in the US - you have to admit that's pretty impressive.
Click to read on the article and you can see even more astounding facts by this social media giant. (article courtesy of Jolie O'Dell at Mashable)
Last updated 3 years ago
Sure you could view negative reviews as something that seriously tarnishes or poisons your reputation or you could view them as an opportunity to convert an assassin into advocate for your business (see previous post for explanation on those terms). Read the article linked to below to learn the best techniques to dealing with negative reviews and hopefully convert these reviewers into loyal customers. It's a lost easier than you think. Most customers simply want to be heard and acknowledged. How to Deal with Negative Reviews & Complaints (by Angela Epley at ReachLocal)
How to Deal with Negative Reviews
Last updated 3 years ago
They can make you or they can break you. Your customers are your livelihood; are you unknowingly driving them and your profits away?
More than ever, you need to focus on providing superior customer satisfaction to your customers. Why? Because when it comes to your customers, perception is reality so ultimately your company is nothing more than what your customers say it is. And in a time when your customers can easily spread the word (good or bad) about your different and have it spread faster than a wildfire during a drought, can you really afford for them to post negative reviews?
So let's discuss the 3 types of customers: advocates, apathetics and assassins. Here's how they each affect your business.
ADVOCATES: are customers whose belief in your company and services has transformed into an almost religious zeal.
- priceless because they become your best salespeople by promoting your services within their spheres of influence
- willing to go out of their way to use your product or service
- oblivious to your competitor's attempts to steal them away with discounts and incentives
- fiercely loyal to your brand
- a fantastic way to increase your bottom-line while decreasing your advertising budget
- created with above-and-beyond service, courteous and personable employees, and great products or services
APATHETICS: customers to who are indifferent to your services and are most likely the majority of your customer base right now. For them, it doesn't matter where they get a product or service, just that they get it.
- use your product/service because it meets their basic expectation and is within their desired price range but your product/service does not surpass their expectations in any way
- tend to remain loyal to you as long as it is convenient and you meet their basic expectations
- switch to your competitors if they offered a better price tag or quality of service
- not speak out for or against you
- only do business with you on their terms, not yours
ASSASSINS: are your worst nightmare - they will kill your business without you even being aware of it.
- openly and actively speak out against you - thereby poisoning your reputation
- are created when you fail to meet their basic expectations such as failing to rectify a problem that results in a "win" for them
- are 50% more likely to speak out than an advocate
- will, at a minimum, poison your company within their circle of influence (most will now broaden that by posting negative reviews online that can reach millions)
- have the capability, with an Internet connection and savvy, ruin your company's reputation on a global scale
- are typically scorned for life (meaning the long-term effects can be devastating)
- may not even voice their concerns or complaints to an employee or manager but will proceed to publicly soil your reputation
When it comes to your customers, it’s not about what you have the right to do but doing what is right. While it can be easy to create an assassin with poor customer service, it can also be easy to create an advocate by implementing a company philosophy founded on customer satisfaction. The key is to deter the creation of additional assassins while converting current apathetics to advocates.
“It will not suffice to have customers merely satisfied…Profit and growth come from customers that can boast about your product or service – the loyal customer. He requires no advertising or other persuasion and he brings friends along with him,” states the late leading guru of quality, Edwards Deming.
Remember that perception is reality so make sure your perceived reputation is one that will generate more business for you, not cripple you. If you garner a reputation for providing great customer satisfaction, you increase brand loyalty and you can charge a price premium that goes straight to your bottom-line.
What do you do to create advocates for your business?