In an age of ever more competitive marketplaces and omnichannel marketing it’s ever harder to get in front of people. So what does it mean for the smaller business and how can it work to your advantage – more to the point, why should you care?
When 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision (Ogilvy/TNS), you need to care. A lot.
First of all, you should think about Brand Experience as an asset, but it’s something you have to nurture if you want it to be positive. You want to create a superior brand experience for your customers, they are more likely to recommend you to friends, family or colleagues.
With this in mind, I decided to map out some thoughts based on my experience:
1) It’s not about you. It’s about how your customers experience your brand and product/service. So don’t expect customers to talk about you – they’ll talk about how your product/service affected them.
2) You don’t own Brand Experience, your customers do. So offer great product/service, superior advice and support, and you can ‘own it’. If you see what I mean.
3) Build trust with your customer base. Help them if they have a problem, and you’ll simplify their decision to use your company.
4) Prove it! don’t just assume your customers know you’re better than your competitors. You have to tell them, and you have to prove it through great testimonials and reviews. These can filter through to more than just your website, present them on leaflets, via social media, and make sure people know you’re grateful for them taking the time to review your product/services.
72% people say reading a positive customer reviews increase their trust in a business. (BrightLocal)
5) Don’t over promise! If you can’t beat your competitor on a certain accolade, don’t try unless you can afford the wider investment in time and marketing involved. Instead, be confident in supplying a better core service, and capitalise on being a specialist.
Disruptive Technologies are increasingly evident in emerging business models. Airbnb is the world’s largest provider of accommodation, yet owns no real estate. Facebook is the world’s most popular publisher, yet creates no content. Uber is the world’s largest taxi firm, yet owns no vehicles. Our expectations as consumers are rising as we want services and products quicker, at a lower price, and a higher quality.
As a business, you need to figure out what you can afford to do. Not everyone is a world leading technology driven firm with international reach, nor wants to be. But it pays to think from a customer’s perspective, to help you provide a better service or product.
That way your customers will become your ambassadors, and part of your ongoing marketing plan and help your business to flourish.
