Missed Opportunities
Local Businesses Are Missing Out Online
The reason I started CIK Marketing is simple – I wanted to help small businesses use online platforms to connect with customers. This could mean starting a Facebook page, launching a blog, or conversing on Twitter. But while these new networking tools are great to have, they aren’t enough to turn your business into an online success. Before Chatham-Kent businesses can start successfully using these new tools, they need to stop and assess how they’re using traditional online marketing methods. In this blog post I’ll explore two failed attempts at traditional online marketing from two local, unnamed companies, and provide tips on how these businesses can turn their outreach around.
Case A – Newsletter Neglect
I’m relatively new to the Chatham area, so I’m pretty out-of-the-loop when it comes to the local shopping scene. So, before I hit the shops, I did the logical thing – a Google search for local businesses. I located a few interesting candidates and proceeded to browse their sites. To my delight, one business offered a free newsletter, so I signed up in hopes of receiving special discounts and interesting news. I then proceeded to wait… and wait. It’s been a year since I’ve signed up for the newsletter and I haven’t received a single e-mail to my inbox. A quick check of their website confirmed my suspicions: the last recorded newsletter on the site was sent on in December… of 2006!
No News is Bad News
Offering an online newsletter is a great way to attract return business to your company. Not only does email marketing give you an outlet for advertising your new products and services, but it’s a great way to stay connected with your client base and award them for continued business. Now, I drive by the business in Case A a minimum of three times a week. I’ve only ever taken the time to check out the merchandise once. I simply don’t have an excuse to stop. A coupon for 10% off, or information on a new item would be more than enough to get me in the door. Unfortunately, this local Chatham business has missed a great opportunity by neglecting their newsletter.
Case B – Customer Service Snafu
Since CIK is a small business, I like to go out of my way to support other small businesses in the area. When it came time to have business cards printed, I consciously sought out a local, independent print shop. Once again, I turned to Google to find some candidates. I chose a company that had a convenient online submission form – all I had to do was upload my business card files, fill in the form, and the company would take it from there. Or so I thought. I submitted my files on Monday and by Wednesday still hadn’t heard back. When I contacted the company via email the representative asked if I could send a different file type, their system didn’t recognize my files. I resubmitted on Wednesday and waited to hear back about proofs. Needless to say, after a week of waiting, I had no choice but to go to a big box store.
The 24 Hour Rule
Customers demand fast, friendly service, both online and in store. If your website uses convenient contact forms and file submission applications, that’s great – but only if you’re monitoring them. Email and online communication is all about instant gratification; when I push send, I expect you to receive my message immediately. The 24 hour rule is an unwritten law whereby businesses have 24 hours to respond to any online communication. I know – that’s not a lot of time. If you receive hundreds of emails a day, set up a system that auto generates a response stating you’ve received my email and you’ll be in contact with me shortly. At least let me know you care – as a customer, that’s all I want to hear. The company in Case B missed the opportunity to build a long term professional relationship with my business – is your business missing similar opportunities?
Need help managing your online marketing strategy? Contact CIK – we’d be happy to help.
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Your newletter contained some really useful information that I bet most retailers just pass by. As a consumer those are the details that keep me coming back to a business and develop my customer loyalty.
Thanks