Social Media: Are you listening to the good stuff too?

3 November 2011

“Oh no. Have you seen what this guy said about us on Twitter?” Words to strike dread into any Marketer. “Stop what you’re doing, we need to fix this. Now” If you monitor social media mentions of your brand, you’ve probably experienced a variation of this scenario yourself. It’s not fun and depending on what’s happened it can be a small inconvenience or a major headache. Like any good social media-aware marketer this is why you monitor and you know how you need to respond. You have a strategy for dealing with negative comments and feedback – that’s great, you definitely need one. But what about your strategy for dealing with positive feedback? Huh? Come again?

Salesperson of the Month: your Customer

11 August 2011

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Which do you trust more – a brand and its advertising or the opinion of your friends? Unless you hang round particularly unsavoury types then I’m guessing you answered your friends. When you buy a product on Amazon do you check the reviews before you buy? If you’re like me, you do. Why? Social proof. When in doubt, you’re not going to blindly believe in the spiel from the company trying to part you from your cash, you want to see what other people - like you - have to say about their purchase. So you trust your immediate peers the most but you'd trust a stranger 'like you' before you trust a company. That says a lot.

Cut your advertising budget by 10% and invest in customer service

30 May 2011

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What do you think would happen if you took 10% of your advertising budget and invested it in customer service? Your immediate reaction might be to think that whilst it’s a nice idea, it’s too risky to cut an advertising budget that doesn’t quite go far enough already. No Marketer in their right mind would willingly give up some of their budget anyway, right? I’ll be honest, I’d be a little nervous making that suggestion to my Finance Director too. But let’s just play out the thought process here

Sell your competitors’ products

4 January 2011

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If you’re a customer of the shopping behemoth, you can’t have failed to have noticed that Amazon let competitors use their website to sell their products. Known as Marketplace, like many others you’ve probably thought it’s a little odd. A bit counter-intuitive, isn’t it? I’m just guessing, but I suspect you don’t let your competitors do the same? Why not?

8 Steps to Fixing your Customer Experience

18 August 2010

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The customer service department is unlikely to be the first port of call for a marketer looking to improve their performance. However, if you want to make a significant difference to your website’s performance, its worth walking over and saying hello. Whilst your outbound marketing – TV, display advertising, video, etc. – might be more exciting at first glance, it’s the information collected by Customer Services that is arguably more valuable to your business.

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