Marketing Concepts You Can't Afford to Forget

Customers Don't Naturally Leave Reviews 

There exists a subset of consumers who are naturally inclined to leave a review for a product or service without being asked. These are customers who had a bad experience. They don’t need invitations or reminders; they’re willing to take time out of their day to let you know about your bad service or faulty product. 

There are also a few consumers out there who consider it their civic duty to leave reviews on nearly every product or service they receive.   

But the majority of consumers who have a neutral or positive experience with a business simply don’t leave reviews unless they’re expressly invited to do so. There are a few reasons for this.  Some people just can't be bothered. Others aren’t sure how to actually leave a review.   

Most often though, they just don’t think about it. Unlike the negative reviewers who are upset or frustrated, satisfied customers don’t sit around stewing, thinking about their interaction with you. 

This is why it’s essential you actively engage with your customers and invite them to leave a review for your business. It should be part of your standard business practices, just like providing your customer with a copy of their receipt or signing off on a completed project. 

Inviting your customers to leave reviews and ratings is easily automated with tools like Locallogy’s Review Builder. These applications make it simple for your customers to enter a review on their platform of choice. 

CTA’s are Imperative 

A call to action or "CTA" is simply a directive to the consumer. It tells them what to do next, like Call Now or Sign Up for Our Newsletter.  You will most often hear CTA’s discussed as part of a website, but in fact, CTA’s are present in most marketing channels, from print ads to TV commercials. 

You may assume consumers already know what to do next, especially if they're interested in your product or service.  But people have a short attention span. And while they may be interested in your company, that interest might not be strong enough to make them seek out your contact information or find out how to get on your mailing list. 

CTA’s make it easy for consumers to take that next step in a clear, uncomplicated way. On a web page, the call to action generally includes a link or button that takes the user directly to a contact form or scheduling application, which creates the first point of contact. Little effort is required from the user, but it's a big first step in the customer journey. 

You Need a Defined Marketing Plan 

Digital marketing is ever changing. What works this year may not work next year. Your best strategies last quarter may be waning this quarter. But that doesn’t mean your marketing efforts should be random or erratic. 

A successful marketing strategy is well thought out, clearly budgeted, and has defined goals. The “spray and pray” method doesn’t work here, particularly when you’re using paid marketing tactics. 

Your plan should include a clear definition of your brand, a summary of your target audience, and a list of your goals. Next, you’ll focus on the steps to reach those goals and your budget. 

A defined marketing plan is necessary for success, but it doesn’t mean you can’t try new things or adjust your plan when needed. It’s all about being flexible while working toward a defined goal. 

Need to get back to the basics with your local business's marketing?  Locallogy can help!  We're experts in local digital marketing.