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small business owners

Positive brand feelings

How can small businesses encourage a strong response from a client?

By Customer Understanding, Small Business Marketing

“What about you?” 

What about you makes you the best choice for your potential client to work with instead of others? 

This blog post will help you to recognise and communicate what your brand means to your client. 

Positive brand feelings

This is the third post of the ‘activate fierce brand loyalty’ series. 

So far we have covered, “who are you?” and “what are you?”in the previous two blog posts. 

After answering those two questions, your ideal client will start to form feelings and judgements towards you. This is due to having a base of broad awareness. Following this, the brand building blocks of performance and imagery are then taken into consideration. 

The ability to create intensely positive feelings 

A brand is more than its product or service. 

A brand evokes feelings. 

As small business owners, you must consider how your brand makes your customers feel about you and them.  

There are the four responses your business faces:  

  • intensely negative  
  • mildly negative  
  • mildly positive   
  • intensely positive. 

How best to handle a negative comment

The reality for most UK businesses is that you rarely experience mildly negative or mildly positive feelings in the form of reviews or social media interactions.  

However, you know when someone has a negative experience; it is quintessentially British to make sure everyone knows about it!  

For example, someone may dislike the opinion piece you shared in your weekly e-newsletter.  

They email you angrily about how you are a total and utter disgrace!   

It is important to politely respond. Apologise for how they feel and do your best to resolve it. If the negative feedback is unwarranted and unreasonable, do not be afraid to unsubscribe them from your list. It is best to focus your time, efforts and content towards those that value it. 

Turning the peri-peri meter from mild to spicy 

Potential clients who have an intensely positive feeling towards you are likely to follow you on social media. They may be subscribed to your e-mailing list. Most importantly, it will lead towards an intensely positive feeling in which they are more likely to buy from you. It is vital to be able to communicate your knowledge and expertise consistently. There are various ways to do so: 

  • Tips and guides 
  • Case Studies 
  • Testimonials 

To make the most of these methods to showcase your knowledge, it is best to share content to specific segments of your audience. If you are aware that your potential client is in the tech industry, share a tech-related testimonial with them.  

A practical tip is to share specific e-mail content to a specified segment of your audience that it is applicable to. Following this, send a follow up email. To be able to turn a potential client’s mildly positive feeling to intensely positive, it is necessary for them to engage with the content. A follow up email increases the likelihood of opens and click-throughs, which then leads them towards the landing page with a call-to-action.

The more relevant the shared content is, the more likely they are to react to it. 

Through these feelings, positive judgements will be formed of your business and what it represents. It will enhance your image of credibility and superiority that makes you a business worth working with and paying for. 

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Tracking isn’t just for rednecks

By Customer Understanding, Marketing Performance, Social Media, Technology & your business
  • A broken twig
  • fresh footprints
  • Frightened birds
  • Canddi return trigger!?!

All are signs a tracker will use when hunting their prey.  Knowing where their prey is through tracking is key for the hunter if they want to eat tonight.

The same goes for the your business (with the last one on the list only really for businesses).  Knowing who is looking at you and your online presence can really help you to grow your business. It’s key to be tracking your marketing

Let’s split this into two: you and your business.

Who’s looking at you?

As the owner or director of the business, you are a figurehead for the business.  People will look at you as an indicator of what the business is all about. There’s a few places people will go to in order to look at you:

LinkedIn

Both your personal and company profiles are likely to be looked at.  Are you happy they portray you well?  The good thing about LinkedIn is that you know who is looking at you and when they looked.  This means you can return the favour and then make a decision about what to do next.  Are they a potential client, a possible supplier or simply someone who could be a useful person to network with.

Twitter

To an extent, this depends on whether you tweet as you or as the business, but they’re still going to look. Keep it consistent and interesting. Most of all make sure you’re interacting.

Who’s looking at your business?

There are many tools you can use to check out your website’s performance, starting with good old Google.

Google Analytics

An oldy but a goody.  At the most basic level, you can see how many unique views you get, where they came from, how many pages are being looked at and what pages are liked/disliked (check out the bounce rate).  At the other end of the scale, you can see whether viewers are following the path you expect them to, what they are spending and what your demographics look like.

Check out Audience/technology/network as well.  You can see the names of some of the companies checking you out!

Canddi

No, I haven’t mis-spelt it, there are 2 d’s.  There are a number of more advance web analytics tools out there, including Trovus, Lead Forensics and IDFingerprint.  My favourite at the moment is Canddi.  Not only have they agreed to a free trial for all my clients, they won’t tie you in for a long-term contract and you can set it up to tell you when people return to your website.  Would you like the next conversation you have with a prospect to be timely and absolutely relevant?

I could go on forever about the various tools you can use to track who’s watching you online, but let’s save the 1984 bit for another time.   The simple truth of the matter is that keeping an eye on who is looking at you means you get a chance to interact with them, you know what they are interested in and you can have both a highly relevant conversation and one at the right time.

I wonder if your competition are doing the same thing?

Need a hand tracking your marketing performance? Call us on 020 8634 5911 or click here and we’ll call you.