During a tough economy, marketing your business the same way you did when the economy was prosperous will not work. Consumers still love to buy and hate to be sold. The difference in this current market is that more consumers are using their money wisely, comparing products and services online before making a decision. Whether it's health insurance, financial advise, pharmaceutical or beauty products, a company's website is key to gaining new customers.
Test Your Own Website
More people use websites to research information on products and services than ever before. Company image and functionality is very important when marketing online. That's why I'm amazed at some of the websites I visit. I still see page links that go nowhere and the notice, "URL Not Found" appears. That's a real turn-off to any prospect. Websites should be designed to communicate clearly what the company does. Every page needs to have an easy-to-navigate link and a way to get back to the Home page. There shouldn't be any dead ends or confusion as to whether or not you are still on the same site. A site, which is poorly designed and developed, gives the appearance that the company is "here today, gone tomorrow" and the level of trust quickly deteriorates. A potential customer will then move on to another site - one belonging to your competition.
What's Your Problem?
Competition is fierce with online marketing so it is important to have competitive pricing and value-added service. If you can't afford to provide a discounted price, then offer some type of additional service or product that won't break your budget. Having a different type of product or service than your competitors can make you stand out from the crowd. Find out what problems exist with your present product or service. It could be that people hate waiting for your service, so improved timing would be key. Perhaps the product leaks after use so the bottle packaging needs improvement. Discovering the problem and making major changes to solve the problem is the first step in giving you the competitive advantage. The next step is letting consumers know about it. If you make improvements or a major change in the way your industry does business - that could launch your business to a whole new level.
If your business involves products, the packaging plays a vital role in attracting consumers. I have purchased several bottles of wine based upon the look and description on the label. Once wine is opened, people rarely return it, so packaging is extremely important in making the initial decision. Keeping the customer depends on how much the customer enjoyed consuming the product and by continuing top-of-mind awareness. Advertising, promotions and offers can keep customers coming back for more. CVS does this well by tracking the customer's purchases, through a customer care card, and providing new savings coupons based upon their purchasing history.
Let Your Customer Work for You
When I design packaging, labels and corresponding promotions I target them to the right market to create loyal customers. It's easy to get a one-time customer with the right product launch, but it's more important to develop customer loyalty. These types of customers can become your best sales force, simply by recommending the product to their friends. The same can work wonders for service industries. A referral from a happy customer is stronger than one from a salesperson. Unfortunately, one bad experience with a customer can adversely affect your business, exponentially, once the customer tells their friends. That's why a program that gets everyone in your company to understand the values and mission of your company is so vital to its longevity and growth. If everyone in the company is informed and empowered, when it involves customer service, complaints would be minimized. We create our customer loyalty programs with the help of an experienced consultant to obtain measurable results.
Replace Cloudy Confusions with Concrete Conclusions
I have spent most of my life helping businesses prosper by developing programs and designs that attract customers. In the present economy, branding your product or service is more important than ever. If your product or service is easily confused with another, you could be losing an important segment of business. If your product or service in not easily remembered or easily associated with your industry, you need to change it by rebranding and relaunching it. No matter how complicated your message is, there is a way to communicate it in a clear, concise and consistent style that is also memorable. Why blend when you can stand out from the crowd?
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