This is the era that we are in right now. People may have a need for a product or service we provide and through an internet search, flier, word of mouth or some message posted in a magazine or poster may find us. In addition, the client may call and ask for a price and search other competitors. The truth is people are looking at data very quickly and may look several places before purchasing one of our products or services.
The best advice I have for you is to do the following:
Ask where they heard about you!!!!
How did you hear about ______________ (Fill in the blank with Your Company Name) ???
This information may be the most valuable information you can collect. You are able to gain information and insight into places where people are finding out about your company. It has been very interesting to look at the different places that clients are finding us. I will say referrals, word of mouth and internet search are toward the top. In addition, the information gathered also drills deeper into these three categories.
Too often, promotions I have posted have been targeted toward new clients. What I have found is that current clients also like these promotions and better yet, when asked this question, they make their voice known that they have been a loyal client for sometime. In this age of promotions for new clients, it is important to always consider the needs of current clients and make sure their needs are being met.
Some other items to consider with respect to competing in a channel surfing era:
Social Media – Make sure are promoting your content everyday on social media. A great place to keep people aware of your brand.
Company Blog Site – Make sure you are creating new content on a regular basis so people can find you.
Watch Client Activity – Look for trends upward and downward regarding their spending. You should follow-up and contact the client if you see any sharp trends in either direction.
Make sure your company is well-versed on different channels: Social Media, Trade Shows, Publications, Directories. Don’t put all your resouces in one area.
Continue to find ways to track client behavior. This area will continue to be a hot topic for marketers. Make sure you continue to add more promotions and track information being submitted. Collecting data is the key to putting you closer to your clients.
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