The importance of a positive image

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The Importance of Reputation Management

Companies used to be able to control a large portion of their message through advertising. Now, thanks to digital media, online reviews, and customers doing their own research, creating and maintaining a positive image requires much more subtlety and work.

The importance of a positive image

Customers naturally want to do business with companies they feel they can trust. They want to know a brand performs well, will meet their needs, and will be there to help with any problems that arise. A strong brand presence can be a fantastic advertising tool. It helps to spread your reach and encourage new prospects to become paying customers. But just as a positive review can boost sales, a negative one can spread like wildfire through social networks and hurt a reputation — and the bottom line.

Steps to foster a positive reputation

  1. Focus on the customer experience. When customers feel valued and trust that service is a genuine priority, they become much more likely to return and recommend your brand to others.
  2. Focus marketing efforts on providing value for customers. Customers today research companies before making a purchase, so be that reliable source of information they can turn to for answers to their questions.
  3. Build a community around your brand. Encourage customers to interact with you and with each other through social media and real life events. Strong communities build loyalty and positive associations.
  4. Anticipate people leaving reviews on the major review sites. Take the time to upload pictures and provide information, so the review sites show a complete picture. Encourage satisfied customers to leave reviews.

How to handle a negative review

Most well-established companies do end up getting the occasional negative review. It’s impossible to please everyone all the time. You’ll probably have at least one customer who thinks you should have done something differently, so it’s important not to panic if someone writes something less than friendly on either a review site, social media, or a blog. It’s also not the time to get defensive and start a battle of words. Instead, take the opportunity to demonstrate the professionalism and commitment to customer satisfaction your brand advertises.

Respond to the negative review personally, saying how sorry you were the customer didn’t have a good experience. Restate your commitment to making the customer happy and offer to rectify the situation. Contact the customer offline whenever possible, and see if the situation can be improved. Discounts on future services, money back, and sometimes even just an apology can help smooth over hurt feelings and improve the relationship between customer and company.

In certain situations, you might not want to apologize. Say, for example, the customer complains about something that’s a critical part of your brand. Rather than apologize, try restating your company’s goals. Apologies should be genuine. If you have nothing to apologize for, then stick with being professional and courteous to the customer.

If the situation is resolved completely, you can ask the customer to remove the negative review. You can also post another reply to the review, saying you were glad you were able to work with the customer to resolve the issue.

By making your efforts to satisfy the customer public, you’re advertising your commitment to customer care. People understand that even the best companies make mistakes. It’s the steps taken to correct these mistakes that matter.

Managing your brand’s reputation will have an enormous impact on the trust potential customers feel. Understanding the factors that go into reputation management in the digital age can help you better leverage technology to improve how you’re seen online.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

https://www.facebook.com/people/Nick-Smith/734981479#!/pages/Grant-Printing/168666273146561?fref=tshttp://www.linkedin.com/profile/edit?trk=tab_prohttps://grantprinting.wordpress.com/

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Back to Basics

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Back to Basics: The ‘Why’ in Creating Valuable Content

When it comes to producing valuable content, countless marketing and business professionals will tell you that you ‘should,’ but not many delve into the ‘why.’

"You need content to bring customers to your website!"
"You need content to keep up with the digital age!"
"You need content because that’s what your customers seek!"

These responses are the ‘reasons’ most often given for spending time creating content for websites and marketing materials.

In truth, creating valuable content will help you grow your business and improve your bottom line. Here are two key ways it accomplishes this:

1. It helps you build trust with your customers.
People don’t accept advertisements at face value. They choose brands based on how well those brands meet their needs.

When customers go online, they want to find answers to their questions. They want a brand to understand the problems they face, offer solutions, and explain why their products are the best at meeting those needs. When a prospect finds a company that answers their questions again and again while also providing them with a service that comes with good reviews, the decision to buy becomes a no-brainer.

Valuable content builds a reputation of authority and leadership in the minds of customers. They come to see you as someone who really knows your industry and feel confident knowing they can turn to you whenever they have questions. This increases loyalty and the potential for future sales.

2. It’s more likely to be shared, increasing your brand’s reach.

Customers today live on social media. Just about everyone has a Facebook or Twitter account. People use these profiles to share things that interest them and offer value they think others might appreciate. When you provide your customers with repeated value, you enhance the odds your material might be shared on these social sites. When content is shared, it automatically increases your reach, while also building credibility in the minds of all those who see the share. Customers tend to trust referrals more than standard advertising.

How to develop content that can work this way

The potential for quality content is incredible. Your task is to learn how to capitalize on it. Here are six steps to get you started:

  1. Research and identify the ‘ideal customers’ you want to reach.
  2. Learn as much as possible about these ideal customers.
  3. Determine the common questions and problems that face these customers.
  4. Develop content that addresses these questions and problems in an informative and helpful way.
  5. Share the content on blogs, social media, emails, newsletters, and other places to draw attention to it.
  6. Repeat the process regularly to stay current.

When you take the time to develop valuable content for your customers, you’re investing in helping your business grow. Take the time to create content your customers will appreciate, and watch the impact it can have on your brand.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

https://www.facebook.com/people/Nick-Smith/734981479#!/pages/Grant-Printing/168666273146561?fref=tshttp://www.linkedin.com/profile/edit?trk=tab_prohttps://grantprinting.wordpress.com/

Chocolate means Business

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Business Lessons from Willy Wonka

The story of Willy Wonka is a classic childhood favorite that people have loved for generations. From the books to the original movie version that was adapted in 1971 to its latest incarnation in 2005, the idea of this fantastic chocolate factory has entertained and delighted children of all ages.

The story follows young Charlie Bucket, who manages to find one of five golden tickets hidden in delicious Wonka Bars. These tickets give the winners a tour of Willy Wonka’s chocolate factory and a lifetime supply of chocolate. The five winners receive their prize tours, during which the other prize winners are eliminated one by one because of their poor behavior. Only Charlie manages to pass all the tests for honesty. In the end, it’s revealed that his true prize will be the chocolate factory itself.

For us in the business world, the story of Willy Wonka and his chocolate factory is much more valuable than mere entertainment. It can teach us many lessons about successfully running a company. Here are just a few that every business owner should note.

The importance of innovation

Willy Wonka ran one of the most prized and valued chocolate companies in the world, with children of all ages eagerly consuming the chocolate in an effort to find the bars containing the sought-after golden tickets. One of the key reasons for the popularity of the brand was the sheer innovation of the factory’s products. Whether an ‘everlasting gobstopper’ or ‘three-course-dinner’ gum, the treats created at the Wonka factory were unique and delicious. The ability of the factory to remain a trendsetter of the candy world led customers to remain loyal fans.

We, too, must continue to look for ways to innovate and better meet the needs of customers. Being content with the same products and services will not help our brands become industry leaders or help us find loyal customers.

Promotions can be the key to successful advertising

Customers and companies alike enjoy promotions, making them a fantastic marketing tool. While most companies will never enjoy the publicity Willy Wonka’s factory enjoyed, with the competition and winners being featured on the news, it’s still possible for nearly any promotion or loyalty program to gain traction. Social media can be a major asset in promoting such a program. Reward your customers and encourage them to return time and again. This is a wonderful way to gain name recognition and build loyalty.

The value of honesty

Willy Wonka managed to cultivate a superior business plan because he knew how to select workers, and he chose Charlie because of his honesty. The boy impressed the chocolatier because he turned down offers of money in favor of being completely forthright, impressing Wonka. Wonka knew that this boy had the values that would enable the factory to continue to grow.

We, too, should always look for employees and leaders who value honesty and integrity. A positive reputation will help build a culture of trust. In turn, this will help enhance the cohesiveness among the staff and encourage communication.

The story of Willy Wonka and his chocolate factory has delighted people for generations. Next time you watch one of the movies or read the books, take the time to learn a bit about business from Mr. Wonka. If you’re ready to start building a new marketing campaign, contact us for help getting started.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

https://www.facebook.com/people/Nick-Smith/734981479#!/pages/Grant-Printing/168666273146561?fref=tshttp://www.linkedin.com/profile/edit?trk=tab_prohttps://grantprinting.wordpress.com/

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