Brand Strategy

Businesses can live or die by their reputations. Just ask Comcast, who struggled with their incredibly negative reputation and tried to overcome it by rebranding themselves as Xfinity. Chances are you don’t have to go quite that far to influence customer perceptions. There are plenty of things you can do to control customer perceptions without giving your brand a complete overhaul.

Be Proactive

Rebranding themselves as Xfinity was clearly a reactive approach to managing customer perceptions. Whether or not it worked is up to you, but the saying that an ounce of prevention is worth a pound of cure applies when it comes to protecting your reputation. It’s a lot easier to build a positive reputation than it is to repair a negative one. Decide how you want your business to be perceived by consumers and formulate strategies you can use to help you get there.

Review Management

Even the best companies aren’t going to be able to please everyone all the time. The result of having dissatisfied customers is often the negative reviews that show up on different platforms. Every industry is vulnerable to the impacts of negative reviews, from retail to healthcare. Patient reviews can seriously impact a medical practice’s digital presence. They can also dissuade enough consumers from supporting a business that it can’t stay open. Taking steps to manage your reviews by responding to them appropriately and evaluating their authenticity can be a good way to start making sure they help your business rather than hurt it.

Have Killer Marketing

In many cases, your marketing is going to be the first contact your business has with customers. It’s going to be the vehicle for that initial impression. As such, it’s essential to make every marketing material engaging for consumers. It should be clear, concise, and easy to understand. If you want your marketing to really showcase your business, make sure you incorporate your brand into your materials. That means you’ll need to have a clear understanding of exactly what your brand is so you can portray your brand consistently every time across every platform.

Learning how to influence the perceptions customers have of your business can be an incredibly useful tool. Make sure you take a proactive approach, rather than a reactive one. Invest in review management and make sure your marketing materials are on point. That will help you control and manage the perceptions customers have of your business.

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Growing your business requires a lot of time and effort and most of that goes towards finding potential leads for new customers. Leads are your pathway towards growing your business and reaching a wider audience than you have been able to before. It can take time to learn how to build leads effectively, but if you take the time to implement a few great tactics, you can build on your company and expand your reach.

Incentivize Referrals

Referrals are one of the best things that you can do to help build leads for your company. Getting customers to make referrals is much less difficult if you provide them with a meaningful incentive for the referrals they make. The best incentives are of good value for your current customers but also encourage them to return to your store to make another purchase. This step allows you to get more from each referral as it will generate new customers and return visits from your current customers.

Reach Customers Where They Are

As much as you may want to stick to traditional methods of reaching for leads, it can sometimes be in your best interests to branch out. This is where reaching customers where they are comes in. Your customers are likely using things like mobile sites and social media to learn about various companies. The overwhelming majority of Americans have a social media account. That means that by moving on to social media, you will be able to reach more customers and get to know their needs and what they are looking for in a company. That knowledge will help you to expand your business wisely.

Figure out Your Target Audience

You can’t reach your audience effectively if you don’t know who they are. By learning about the people who use your products and finding gaps in your knowledge, you can identify a target audience and begin reaching them effectively. Targeting all potential customers at once is difficult to do and is often unsuccessful, but when you know your target audience, you can make your advertisements and marketing materials with them in mind. This method is much more dependable and will help you to continue to grow your business.

Effectively building leads is essential to growing your business, and you have the tools to do it. Just take some time to learn about your audience and find them where they are so you can bring them into your business.

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