Steps to engaging with customers

It is most important that your existing customers spread the good word about your business, the volume of business referral this generates can make a huge difference to your turnover as your new business develops.  If this is not happening then it could be that your “engagement marketing engine” is not revved up – so says Patricia Resicker in her latest article.

The Engagement Marketing Cycle

Engagement marketing here is not about feel good conversations on your blog or Facebook pages, but rather when people qualify themselves – “yes, I’m interested – help me know a little more”.  First hand word-of-mouth and social media marketing can be game-changers for small organizations looking to achieve more success.

As someone who ran a small hotel, I know that delivering a great customer experience is crutial to business growth, and one way to achieve this is to do some thoughtful naval gazing …

  • When people telephone are they put on hold?
  • Can you access your website from a smart phone?
  • How “smart” is your website – does it use “Flash”?
  • Do you deal with complaints (or complements) straight away?

Hmmm, how did you do?

Keep in touch with your customers, don’t assume they will come back on their own, repeat business is bread and butter and cheap to deliver, so don’t waste these opportunities.  By engaging with people though online content you can deliver interesting and relevant content to take them to action – repeat sales!  Keep in mind that online participation translates often into offline engagement and sales.

Key Points:

  • Figure out how you can provide a WOW! experience to your customers. It doesn’t have to break the bank, it just needs to be delightful (being on time, nice packaging, thank-you notes, customer rep phone calls to ensure everything is OK and so on).
  • Start with one initial connection method (e.g., email newsletter or a blog) for enticing customers to keep in touch. Remember engagement marketing is an opt-in strategy, so give customers a reason (i.e., a benefit) to keep in touch with you.
  • Once you have that piece gaining traction, add a social media platform (where your customers hang out) and experiment with different types of content to see what your potential customers like. Be sure to measure results and repeat what works.

See Social Media Examiner for more on this topic.

Drop me a line and we can discuss how we can help get your web presence working for your business.


Search Engine Optimisation

Most people are going to find your site because of its listings in search engines or directories and therefore search engine optimisation is crucial for anyone who wants people to visit their Web site.

Search engine optimisation is just the simple process of making web pages attractive to search engines, no magic involved, just straightforward logic.

It is important to constantly trim sails to maintain efficiency. Web sites also need to be tended.
It is important to constantly trim sails to maintain efficiency. Web sites also need to be tended.

It’s a fact that most people who use search engines only look at the first one or two page of search listings. Your goal in trying to achieve effective search engine optimisation is to get your pages listed on those critical first few pages for particular key search terms. (My thanks to “Small Business in Canada” for help with the following tips.)

So how do you do this? Here are 5 simple rules to help.

1) Remember that each page of your site is a viewed by search engines as a separate entity. It is therefore important to apply basic search engine optimisation techniques to each and every page.

2) Your choice of appropriate key words or phrases for each page is crucial. Choose your phrasing carefully.  Many more people search for the term “effective search engine optimization” than for “effectively optimizing for search engines”.

“To find out which key words or phrases are more popular than others, you can use a tool such as Google AdWords Keyword Tool; enter your chosen phrases and you’ll see how many people searched for that term recently.”

3) Give each page an appropriate title that includes the key word or phrase at least once. Don’t fall into the simple mistake of using your business name as the title of all your pages.  Is every page of your site the same? Probably not.

4) Put the key words or phrase that you’ve chosen in the page’s title tag, meta keywords, and meta description.

5) Be sure your chosen key words or phrase is repeated carefully throughout the content of the page. Don’t overdo it, or your page may be rejected as spam.

These are just the bare bones of effective search engine optimisation. If you want to learn more  Drop me a line and we can discuss how we can help get your web presence working for your business.