Here are some of my tips to use as a checklist to align yourself with driving your brand (organization, business or personal brand). But, before you can be successful on digital media platforms you need to:
know your brand? What does your brand stand for? Who are your main competitors?
what separates you from your competitors? What makes you unique (or what will make you unique when you launch)? Who is your target customer (or projected target if you’re just launching now)? Differential? what motivates them, what keeps them up at night, why they need a product or service like yours, etc.
in terms of branding/messaging, what do you like or dislike about your competitors?
if you only had one key sentence to summarize what your company does and what sets it apart, what would you say?
then make sure your team knows these messages and are able to communicate clearly these thoughts.
pay attention to digital platforms that are where your customers play and it may be outside your comfort zone 😊. Start to observe, read, follow and see the interaction. Then get started.
use your platforms to show engaging video with live subjects (not solely AI, equipment or food but in concert with live subjects)
it’s okay to put calendar dates out there where you’’ be but complement it with an action for the reader to engage with you.
social media posts should alternate content between promotional and relevant content for your audience
promote your posts an action to bring people to your website and further engagement (inward bound marketing, sales opportunities)
People relate to similar backgrounds, values, and/or profession so why wouldn’t you align your marketing with that point?
The Three Rs of digital marketing, resonance, relatability, and relevance.
What do you do to maintain loyalty in your customer base? Most service, product and equipment providers make the sale, keep in touch few months post sale with the customer and then the waiting begins for both customer and sales person.
How about a loyalty program? Reminder programs to keep your customer base engaged with what you can offer in terms of services, education and partnership. Here are a few ideas to get you started:
offering educational webinars
offering webinars for different markets with solutions for challenges
forums for different levels of an operation for engagement and networking
sending out polls to ask questions that would allow you to either bring solutions whether it’s products and or programs for your customer base
points or incentives for your clients for trade show or conferences
Personalize initiatives that make you and your company memorable, reachable and trustworthy among industry peers.
Make 2018 a year your customer base will remember you! Always an opportunity for new opportunities by paying attention to the customers you already have done business with in the past.
What is a reasonable amount of time for a company or person to get back to you about a challenge? Is it within the hour, within the day,within the week,within the month? The lowest denomination is the winning amount.
An important part of service and customers’ perception of the business is based on how they do service recovery and power their people. As we have seen in the news lately, poor service and service recovery can put you back 10 steps in the eyes of the customer. It will take a long time to dig yourself out then doing the right thing on a consistent basis upfront.
Employee Empowerment should be included in your policy for services and service recovery. Make your employees’ owners not renters. They will feel accountable and morale will go up.
Other pointers to consider are consistency is paramont in your follow up, get out the positive testimonials, engage with social media and be transparent with all communication.
Move your needle forward to a positive customer experience.