Each week we bring our business listeners a marketing tip or two. The goal is to help business become better at what they do. This time we'll share with you Four Lessons from McDonald's. Why is it that single store sales outpace closest rival Burger King by over one million dollars? Four tips...for your business right here:
Insight on Business the News Hour with Michael Libbie is heard Monday - Friday from 5PM to 6PM on 1350-KRNT, Des Moines. Connect with us on Twitter @IoB_NewsHour and, for more fun, here is our Facebook Page
When we saw these numbers we were...stunned. But on second thought, we should not have been. Ready? Last year Google (you've heard of them...right?) showed that 97 percent of Internet users (consumers) look online for local goods and services. Meanwhile, only 45 percent of American businesses with fewer than 250 employees have built a...website.
What is worse is that even a smaller percentage of those who currently have an online presence can be...found and seen. And, nope, we're not talking about SEO mystic science but simple fixes that business can do to get found as well as been seen.
If you want to spend your money on SEO or Search Engine Optimization go ahead...blow a wad. But, if you want organic results turn to several in-house methods from blogging to video to traditional advertising. You see, if folks don't know you exist...they can't find you. And, while SEO is nice, we've also seen horror stories. Why not spend some time and build your brand...yourself?
With over 50 percent of online searches being done using mobile devices if your website can't been seen, worked with or used to make contact with you...guess what? You are missing out of tons of opportunities. So, is your site...responsive? Can it be seen, and more importantly, used, across many platforms?
It's way past time...start this process today and...win!
Insight Advertising, Marketing & Communications can be found on Twitter @InsightADV, on Facebook and we are the fuel that powers Insight on Business the News Hour heard Monday - Friday on 1350-KRNT, Des Moines.
Let's say somebody creates what is billed as a professional platform that links business people to business people. And, individuals, wishing to get introduced and connected to others use this platform and request a connection between folks already on the engaged.
It exists and it is called LinkedIn.
One of the surprising things about some folks who are using this platform is the lack of attention they give to their professional profile...oh, they may indicate where they are working and something about themselves but fail, more than you can imagine, to post a photo of themselves on their profile.
That is sort of like saying your going to a networking event but...sending somebody else or...go but with a mask on.
Some quick advice: If you are using LinkedIn post a photo of yourself? If this is a social media, digital calling card...personalize it. It works.
Second item: Know somebody who is a "LinkedIn Professional" somebody that knows the system? If so we would love to have them come in and do a segment on The News Hour. Hit us up?
Last November we reported on an American Express study on customer service and what consumers are looking for. According to the report, which was produced by an independent testing firm and is based on customer surveys of thousands of individuals, it was found that regardless of technology, resources or access to multiple modes of 24/7 communication, the attitude and desires of the customer -- and the things that determine whether he or she is likely to be happy or disappointed -- haven't changed with the times.
Most customers still don't think service is good enough, much less getting better: Only about a third of those surveyed believe businesses have increased their focus on customer service. Only 7 percent said that the customer service interactions typically exceed their expectations. And only 23 percent think that companies "value their business and will go the extra mile for them." Less than a quarter of the consumer base think business is doing a good job.
Which brings us to this: We take great pride in lifting up companies and businesses that provide good to great customer service. That is what our advertising agency and our business broadcast does. That also allows us the right to point out problems in customer service and bring those to the attention of the business affected.
That was the case this week in two very different set of circumstances. In December I signed up for health care insurance through Coventry Health Care of Iowa. When I got the application there were health questions. I thought that was odd but went ahead and filled it out and sent it in. My application was approved and my monthly premium came to $255.60. I sent a check and ten days later, following the cashing of the check, I received notice that I needed to pay the premium. During the next several weeks more confusing billing notices arrived. Then this week I received a notice that I needed to pay $276.00. It was at that point I issued a strongly worded email, not to the agent but direct to Coventry.
And, here is the purpose of the post: Rather than ignore my letter they acted on it within hours. Two or three calls later from billing experts to media relations people the issue was resolved. Now, had I not been a member of the media would it have been so swift? Based on my honest conversation with all the folks involved I believe so. There have been some amazing changes to the health care system over the past year and I think, similar to the government health care website, folks were unprepared for the many moving targets.
That being said the issues were resolved because of “old school” interaction and communication. Something to remember the next time you are faced with an consumer issue. As the American Express Survey concludes, “Customers want access on their terms; fast, effective and personal service when needed; and courtesy, attentiveness and empathetic treatment.” Coventry…gets it.