"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker
Scaring people can be fun, but not when those people are your customers. Steer clear of these five things that could send your clients running into the arms of a competitor:
1. Lousy Brand Development
If there is one thing that drives me crazy, it's bad branding. I cannot stress enough the importance of brand development. Take time to build a brand that works as hard as you do. An inappropriate name, logo, or marketing campaign could potentially stop consumers from even trying your product or service.
2. Rotten Content
Much like fruit, content can go bad. Make sure the information that you supply your consumers is fresh and up-to-date. It should be relevant to their needs and add value to your brand. Establish your company as a reliable source by positioning yourself as an expert in your field.
3. A Shoddy Website
Difficult website navigation can speak volumes about your company. A website that is not user-friendly shows that your primary focus is not on the customer's experience. If customers are not able to find needed information with ease, they will simply move on to your competitors' website and you will lose business.
4. Crummy Customer Service
Inaccurately addressing the needs of your customers and dismissing serious concerns is a guaranteed recipe for disaster. It is extremely important to communicate gratitude to your customers. Demonstrating sincere appreciation for their business will allow you to establish brand loyalty and prevent negative Word-of-Mouth marketing.
5. Poor Call-To-Action Efforts
A great ad or website is no good to you if there is no contact information or clear call-to-action for the consumer and a pop-up on your website is sure to get bypassed within seconds of appearing in most cases. It is vital that you make a problem or advantage clear to consumers. After a problem/advantage is clearly identified, the consumer is more likely to take action. Help your consumer to see the advantage of taking action. Sweeten the deal by adding an extra benefit or incentive. Using language like "subscribe", "buy", "call", "register", or "donate" will engage your audience as well. It may also help to create a sense of urgency by limiting an offer to a short amount of time.
Be sure to look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand.
Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #010
JENNIFER T. GRAHAM
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