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Tips to Make You Stand Out on Line and in Real LifeNo matter what business you are in, to attract and retain customers it is important to understand your customer base and find a way to rise above the noise of the competition. The specific tactics that you use will be partly dictated by your particular business. If you sell physical goods your approach will be different than if you offer a professional service. On Line Presence Regardless of your business, it is highly likely that prospects will head for the Internet if they are searching for your type of product or service. Make sure that your web site is optimized for key search words or phrases. Your site should also be easy to navigate and clearly state what customers can expect you to do for them. You want to match the content on your web site to the key attributes your prospects are looking for. If you sell physical products, then having a broad inventory, fast delivery, or best prices might be your value proposition. Whatever that is for your industry, make sure it’s clear on the entry page of your web site. Once someone has been to your site, you want them to remember you. A common strategy for maintaining that “top of mind” presence is to collect email addresses and send out periodic reminders of who you are and what you have to offer. The timing and content would be dictated by your target audience. If your business is seasonal (i.e. tax preparation, landscaping) then you have a perfect reason to reach out with periodic reminders of what steps your customers should be considering and how you can help. The objective is to be a friendly reminder, not a hard-charging sales pitch. You can use these touchpoints as an opportunity to announce a sale, a new loyalty program, or offer special deals for on-line purchase. The idea is that you want to give them a reward for responding. Create a social media presence. The same message can be tweaked to fit in with the Facebook, Instagram or Tik Tok aesthetic. You can also get plenty of help through on-line tutorials and creators that will work with you to produce a professional presence on these influential social media sites. You can start up a blog about your industry, product or even individual stores. This can allow you to position yourself as the expert for your type of product. In Store Sales If your business has a brick and mortar component, it may be self-evident but you want to create a welcoming atmosphere. Staff should be approachable, knowledgeable about the inventory, and helpful in matching customers up with products. Look for ways to make your store stand out: offer refreshments, host workshops, look up past purchases of customers and suggest other products that might be a good complement to those products. Extending Your Presence IRL (In Real Life) Any time that there is a chance to interact personally with a prospect or a customer, these are going to be your most influential opportunities. This includes over the phone, in a physical office, at a trade show, conference or sponsored event. In-person transactions are the most memorable and really serve to express the personality of your company and create long-lasting relationships. General rules in these situations are that you want to represent yourself as very service-oriented, and be welcoming and polite. Be respectful with their time and try to assist them at every step to complete their transaction as smoothy as possible. Make sure, as the business owner, that you have trained your sales and service staff to represent your company in the way you want it represented. Little things like remembering the customer’s name, being knowledgeable about your inventory, answering the phone promptly and politely, all add up to an experience that will make your customer come back again and produce positive word-of-mouth. You might find other suppliers that have complementary products to what you offer and share in marketing expenses. It is important to keep your branding consistent as you build up your presence. Your branding and marketing activities establish the expectations of the kind of company you are and what customers can expect in terms of your company product and services. It is your chance to make a good first impression. Following these guidelines and being consistent are the hallmarks of a company that is confident and capable. If you can do that well both on line and off line you’ll have the basis for a solid and successful business. Read other technology articles |