Customers Have Evolved – So Should Your Business

If you’re a business owner, you  may have noticed some changes in the past few years.

Customers are behaving very differently than ever before. They’re more educated, with access to information from their phones at their fingertips virtually 24/7. They’re harder to reach, as programs like  TiVo make commercials feel as relevant as a drive-in movie theater, and iPods replace radio stations in most cars.  They’re constantly in touch with their peers, with sites like Facebook and Twitter, and blogs allow them to express their opinions to anyone who will listen.

All of this can be disconcerting if you’re unfamiliar with these developments, but ultimately they can help every business become more successful.

Educated consumers can find out about your business by searching for what they need and what you provide – if you make sure you have a website that represents your company well. The changes in traditional media can lower your profile – unless you take other steps to raise it, like hosting events in your community instead of commercials. And of course, a social customer is your best method of advertising. Having satisfied customers with Facebook or Twitter accounts means you have free promotion from a source that potential customers already trust.

Some companies improve information searches – like the new search engine Bing -  and some benefit from them – like Nationwide’s car accident application for iPhones. Product integration is one of the ways big companies advertise without commercials, but for local businesses something simple like sponsoring a youth team or a community charity run works with the same principles. Businesses can use Facebook and Twitter, but it’s also useful for researching consumer behaviors and getting a sense of customer interests.

If you’re able to provide your customers with something they need or want, and can do it as well as or better than everyone else, your business will benefit from today’s evolved customers. Find the strength of your business – a product, customer service, a unique experience, maybe all of the above – and make sure today’s customers know it. It’s just a matter of time until tomorrow’s customers will want to see what the buzz is about.

Is a Blog Right For Your Business?

Many people will tell you a blog is an absolute MUST for your business’ marketing strategy, and in many cases they are correct. A blog is one of the best ways to achieve important business and marketing goals such as:
- Create customer conversation
-Counter negative publicity
- Promote new products or services
-Offer valuable advice to potential and current customers
- Generate increased website traffic
- Provide better customer service
- “Humanize” your company
- Increase your search engine optimization
- Create a “community” surrounding your business or product
…the benefits go on!

However, starting a blog is not a decision to be taken lightly. Sometimes not having one is better than starting one and not taking it seriously.
If your company is debating whether or not to start a blog, here are a few questions to ask yourself first.

1) Are you in it for the long haul?
A blog isn’t something you start then let sit. It will need constant updating (most recommend at least once a week). Constantly coming up with ideas about what to post may become tiresome after a while, therefore it is important to be willing to take the time to seek out ideas and thoughts to keep your blog fresh.

2) Do you have a narrowed-down topic?
You should be able to explain your blog in a short sentence. There are many blogs out there and each one is competing for readership from a certain target demographic. Without a solid topic, your blog will not reach your desired success and get lost in a sea of clutter.

3) Are you qualified to write about the topic?
People will be reading your blog and looking to you as a credible source for your information.

4) Can you write enthusiastically about your topic?
Blogs are conversational and your personality is bound to come through in your writing. Would you be excited to have a conversation with someone about your blog topic? If not, it may not be for you.

5) Can you accept criticism?
Blogs allow others the opportunity to comment on what you have written. Those comments will sometimes differ with your own opinions and it is important to openly accept that without going crazy.

If you answered yes to these questions, I highly suggest you take a look at starting a blog! Information and tools are readily available to help you along the way! Happy blogging!

A Social Media Strategy is a Must

Social Media for business can seem daunting and overwhelming at first. It is not enough to sign up for accounts on social media websites just to abandon them or use them intermittently. Having a social media strategy in place can remedy this and also save you time!! We all know time is oftentimes more valuable than money.

Traditional marketing methods and campaigns typically start with a plan. What is your target demographic? What are the desired results? What is the call to action? Just as you would create a solid strategy for traditional marketing methods, the same must be done for social media.

To start, map out a list of your goals and desired outcomes. Goals can include, providing better customer service, building brand awareness, gaining market share, learning more about your target demographic, etc.

Once you determine your goals, research the options and decide on the best social media mix for your company. Other things to take into consideration are your time constraints, where your target audience is and brand image. For example, if your goal is increased customer service it would be a good idea to explore twitter as an option since the response is instant. It is also beneficial to explore what other companies are doing and set realistic expectations for your efforts.

Putting the strategy in place requires a time commitment, however, it does not have to be unmanageable. Part of your strategy should include time management. For example, try spending 10 minutes first thing in the morning checking your Facebook profile and responding to friend requests, wall posts, and messages. Once you have created a schedule that works for you, don’t give up! Social media is not something that develops overnight. It is all about building relationships. We all know a good, solid relationship is built over time. Do not get discouraged if you are not receiving the exact response you had hoped. Make some tweaks as needed and keep monitoring your success.