Reputation Marketing with Phil K. James

Google Reviews...matter. But it's difficult to get them. The usual way this works is that the business asks for a customers email. Sometimes you get it but far too often you don't.  If you do get the email that results in the business sending out a note asking for a positive review. You might get it but more than likely not because it's not "in the moment".

So, let's fix that and allow your customer to leave you a positive review moments after they have raved about the service, the food or the job.  How does that happen? Meet Phil K. James my friend and the owner of Good Milkshake Digital who for nearly 15 years has been helping businesses, mostly restaurants, with some great creative the drives customers.  Now, he has a system that allows your satisfied customer to instantly create a positive review which in turn moves you up the chain in a Google search.  How does all of this work?  Listen to our conversation from a recent segment of Insight on Business and learn. It will blow your mind...and it works.

Thanks for Listening!

The award winning Insight on Business the News Hour with Michael Libbie is the only weekday business news podcast in the Midwest. The national, regional and some local business news along with long-form business interviews can be heard Monday - Friday. You can subscribe on  PlayerFM, Podbean, iTunes, Spotify, Stitcher or TuneIn Radio. And you can catch The Business News Hour Week in Review each Sunday Noon Central on News/Talk 1540 KXEL. The Business News Hour is a production of Insight Advertising, Marketing & Communications. You can follow us on Twitter @IoB_NewsHour...and on Threads @Insight_On_Business.

Little Things Make the Difference

I'm a big fan of fountain pens. Bought my first Montblanc (image) back in 1987 to celebrate a big job promotion. I remember going into a store some months prior to that and looking at them. The staff person asked me if I wanted to buy it.  I said, "No, not yet, I've not done enough to deserve it." She looked at me and said, "That much guilt? You must be either Jewish or Catholic." She guessed right.

Fast forward to this year when I gave my Bride a fountain pen created by Rob Beers of the Quill & Nib located in Valley Junction in West Des Moines, Iowa. I filled it with some standard black ink but she wanted a color and suggested green. So, back to see Rob and picked up a bottle of Iroshizuku (colored drops) ink. Pricy? A bit but the color was right and after I cleaned and filled her pen she commented on how smooth the writing was. What? The kind of ink makes a difference when it comes to the ease of writing? I had no idea that such a little thing would make such a huge difference.  So it was back to the Quill & Nib for a bottle of black ink. And, yes, it is amazing!

The story here isn't so much about ink but about the little things that can make a huge difference when it comes to performance. So the question to you might be: "What small changes can you make to your business that will pay huge dividends for you and your customer?" It's worth thinking about and then taking action. You never know until you try it.

One more thing. Several years ago I sat down and did an interview with Rob. It was a Small Business Spotlight for our program Insight on Business the News Hour. Years ago Rob was chided by his Mother suggesting that he get a "real job". A guy that marches to his own drummer, he decided to go into retail but in something very special. Rob liked custom and high end pens. Have a listen to that 2019 conversation below. While the Quill & Nib is a great store he doesn't have a website or do social media. You want to connect you'll have to call him at 515-223-6299. This way you can also support local.

Thanks for reading and Happy Holidays! 

Asking For The Order...

I remember attending a sales meeting at one of my first broadcast jobs. It was a little odd because the "on air" people usually didn't mix with the "sales people" but I was curious as to what they did to keep us...paid.  I'll never forget his wise words that ended the meeting, "Never, ever leave the sales meeting without asking for the order."

So simple yet so profound. Both the sales person and the client know what the meeting is about. I mean I've had sales people take me to lunch, have a nice chat but they never actually asked for the order. 

But this post isn't so much about sales as it is about marketing. Ready?

I'm not sure how much time you spend checking out the various reviews a business gets, say on Google. My Bride always checks the reviews before she buys anything.  And that's where this story goes:

Not long ago I did some business with a printing company for a client.  We had created eight large posters for an event and sent them to our commercial printer who we've used for years for that sort of thing. They did a nice job, they turned the project quickly, we were satisfied and our client was blown away.

Then something interesting happened.

Weeks later I got an email from the owner of the printing company asking me my thoughts about their work and if I would recommend them.  I answered that I was impressed with not only the quality but also the pricing and the turn around.  He then asked me if I would rate them on...Google.

And, of course I did.

He asked for the order.

There is plenty of competition out there for whatever you are selling so, how can you stand out? Ask for the recommendation and make it public.  There are folks out there, like my Bride, who will dwell on those reviews and how many "stars" a product or service has. And it often makes the buying decision easier and more informed.

And, the best news is your cost is practically zero.

What Your Customers Want...

Companies large and small spend lots of time and money trying to attract new customers. Heck, we help them and know what they are spending on everything from packaging to web-design to social media. Even for a small business it can get expensive.

But, are you doing the right thing?  Are your current customers satisfied with what you are doing/selling/providing?  Or are you scrambling to always find "new customers" because your current crop is leaving?

Tough questions and let me offer some suggestions:

• Be Customer Friendly - This starts with communication. In a recent study from Pegasystems 69% of consumers believe “being available when I need help, in the way I need it” is critical to retaining your customer base. But how do you know if you are not being focused, along several channels, to what help your customer needs? That's why we urge our clients to use organic social media so you can BE THERE when the call comes. That is also why we abhor the use of automated phone answering systems and always suggest that a real human answer your phone. Don't make the customer wait, guess or go elsewhere;
• Connect With Your Customer - In a recent Forbes article we read this:  "71% of consumers believe that companies should do a better job of creating more attractive loyalty and rewards programs. Unfortunately, companies have yet to receive the memo: Less than a quarter—24%—are focused on creating loyalty/rewards programs. Instead, 69% of companies are conducting outbound messaging to improve customer engagement." This isn't about "piling up points" this is about connecting in real and specific ways. Having the ability to deliver personalized service, being truly helpful, understanding and working for...them;
• Respond Quickly - There is a reason why Facebook bumps your engagement and tells others how quickly you respond. You see, it matters to consumers. Yet we've seen businesses from restaurants to professionals who only use social media to push their message rather than engage the consumer and ignore the questions or calls for help. Responding quickly requires you to monitor your social media.

I get it...all of this takes time but retaining a customer by delivering what he or she wants when they want it matters.

Thanks for reading!   

Blue Microphones Customer Service ROCKS!

Our advertising agency is what fuels and powers Insight on Business the News Hour the only daily, hour-long business news broadcast in the Midwest (Outside of our friends at WBBM in Chicago). When on the road and away from the studios of our friends at The Des Moines Radio Group we use a Yeti microphone from Blue Microphones out of Westlake Village, California. It's easy to transport, has great sound quality and works directly with a USB into the computer. We also love it that with a dial we can flip from directional (one voice facing the mic) to an interview format where BOTH sides of the microphone are live.

It's a beautiful piece of equipment.

We like them so much that we've got three of 'em...no really!

Not long ago one of the mics refused to stay connected to the USB port. The cord...just fell out of the bottom of the mic. Don't know if it was wear or if the part was bad...it just wouldn't work. So...called Blue Microphones and their ALWAYS chipper customer service person walked us through the steps to get it back to the company for repair or replacement.

A brand new Yeti arrived in the mail this week.

No questions, no back to back emails, no calls...just replaced.

I want you to know how much we appreciate the culture of this company and for how well they took care of us. Seriously...if you're looking for a business partner and not just a retailer... go...BLUE.

 

Wyndham - It's Not Nice to Lie

Our business is advertising and marketing. For years we've assisted companies large and small in creating images, messages and tools that will reach out to consumers and interest them in buying what our clients are selling. 

Part of what we do is assist companies in creating a brand. While it is true that it is the consumer, and not the company, that actually creates the brand our job is to move that connection along, make it stick and do nothing to tarnish what has been built.

Sometimes however a brand gets sideways with business and makes a dumb mistake which can tarnish the brand. That can be a simple mistake or a bold lie. Ouch!

Want a small, real world example?

Late in 2016 I made reservations to stay at the Wyndham San Antonio Riverwalk for several days of client meetings with the National Tractor Parts Dealer Association. My arrival was to have been on January 18th, 2017. However, late in December it appeared that I could not make the trip and cancelled my reservation on 31 December 2016. The automation at Wyndham is pretty good. I received an email confirmation within just a few minutes. (image left)

However when my American Express bill came there was a charge for $138.93 from the Wyndham property. I made contact with AMEX, provided them the details of the reservation cancellation and the policy on "no shows" and let the dispute effort take over. I called American Express because I trust them and I've been a member for decades. 

A few days ago I received a letter from American Express saying that,, "...the merchant has explained that they have no record of cancellation."  They placed the $138.98 back on my bill. Either the property made an error or they are simply lying just to see if they get away with it.

Here is what should have happened:

Once the hotel received word from AMEX there was a dispute they should have said, "We'll take care of it." Then give the consumer (me) a call and figure out what went wrong and correct it. Simple right?  And then...can you imagine what the blog post might have been like? It would have polished the Wyndham brand rather than...well you get the idea.

Customers want to do business with people they know and trust...it's worth the effort.

Did I communicate again with AMEX and with Wyndham. Yes...we'll see where this goes.

Thanks for reading!

 

Whims and Social Media

We were reading through some restaurant reviews the other day and found several that were very critical of number of restaurants in the Des Moines Metro. There were some of the usual complaints about the lack of speedy service, bland food and the cost vs. the amount of food. Those are the things we often see. However, I've always wondered if diners take their concerns to the restaurant owner or manager at the time...or if they wait to shout about their experience on Social Media.

I've had this conversation with restaurant owners in the past and they tell me they often never hear about a complaint until it is posted online. That's like the old saying, "closing the barn door after the horse gets out". You would think the customer would say something at the time rather than wait. But there is some comfort, I guess, in being removed from the event. That way the complaint can go...unanswered and unfixed.  Which is too bad.

I took a moment and reached out to one of the more critical writers and asked her to give me, what she considered, her favorite restaurants in the Metro. Sort of let me know what she values regarding to her dining experience.  This is the answer: "Well, I don't have a favorite it all just depends on my mood and where I end up."

I understand sort of a whim...

But what happens when that "whim" turns to social media to complain about ______ fill in the blank. Restaurants are only as good as the people who staff them and sometimes they fail. I guess I'd rather deal with the issue one-on-one at the time rather than take it online. It, at least, gives the restaurant the opportunity to work toward a resolution of the issue that benefits both the diner and restaurant.

Your thoughts?

Referral Marketing - Just Ask

This week Mike Colwell, a guest on the Business News Hour, and I had a conversation about referral marketing. If you want to check out that podcast, here is a link. Referral marketing works really, really well and to get there you don't have to buy fancy software or a third party platform. Much, if not all, can be done on your own. But there are some critical steps to help you get there.

• Know Your Best Customers - Small and large businesses know who their best customers are, or you should. The first step in referral marketing is to identify who these people are. Who has made your business their favorite? Who is already a brand warrior for you? You may have five or five hundred, it doesn't matter...just know who they are;
• Ask Them - Once you've identified who your best customer is simply ask them why they love doing business with you. Is it service, selection, price, location??? What? Reach out with a phone call or in person the next time you see them and just ask.  You are already halfway there;
• Share the Love - The next step is to ask them to share, what they have already told you, with their friends and family. And, if they really do love your business they will not feel put upon to do so. After all they have already told you they love doing business with you now all they have to do is share it.

Because we live in a sharing world (Facebook, Twitter, LinkedIn, YouTube, Instagram...) there are plenty of ways for your best customers to share why they love doing business with you. Imagine the impact of a customer doing a thirty second video on their phone telling the world why they love you. You can then post that to your website and share across several of your social media channels. Other ways to share the love:

• Remind them to rate you on Google or Yelp or Facebook;
• Ask them to do a selfie with your logo or your product then post it and tag your business;
• Ask them to re-tweet a message or two each week;
• Share the love on Instagram;
• Have them write a recommendation on Facebook, LinkedIn or just have them send you the email and use part of that...with their permission.

Remember, people do business with people they know and trust...your best customers can be your best marketing asset if if you do just two things: Identify and Ask

Thanks for reading...

It's About Relationships

Not long ago, on my daily business news broadcast, we had a story about how the Internet has 
changed the way many buy their vehicle. It's not only that you can buy "on-line" but, more importantly, the consumer now has the same, or more, information about the vehicle than the car dealership.

That fact changes the dynamic greatly. Now, the purchase isn't so much about "best price" or "availability" but how the salesperson at the dealership builds a relationship with you the customer.  

No longer "hard data" it's now all about "soft skills".

This shift has happened across the business landscape. The power of knowledge is in the hands of the consumer in most instances. Now the focus, for salespeople everywhere, is about building long and lasting relationships. And, given the availability of social media, it is easier than ever to engage your existing and potential customers.  

Oh, and that hand-written note that's put in the mail with a real stamp...bet your customer will smile and keep it long after that shout out on Facebook.

 

Creating a Call to Action

So, you've got a website (but is it responsive?) and you are selling a product or a service. So far, so good. But, here is the question we need to ask. "Do you have a CALL TO ACTION on your website?"

Look, just having an electronic brochure...which is what many websites really are...isn't enough to motivate the consumer. You've got a website for a reason. It's there to share information about your business, show off you ability to answer questions or provide a service. But (and you knew that was coming) if you fail to ask your visitors to actually DO something after they meet you then you are missing...doing business.

The goal is to convert "lookers" into customers and clients.  And that, my friend, is difficult to do with a passive web presence. 

How do you know if you've got a passive website? If you track your site using, say Google Analytics, and you've got a ton of visits but a bunch of bounces.  Or if you've got a super keen website and people are coming but then business is slack.  Bingo...passive website. 

It's pretty simple. 

So here are several tips that will allow you to take your passive site and make it interactive with your perspective customers/clients:

• Call to Action Button - This is an easy fix. It can be "Ask your question." "Donate Here!", "Let's Talk", "Use the App" any number of things that you want the visitor to DO. Make sure that it can been seen and is large enough so folks don't skip it. 
• Chat Button - You can offer a "live chat". OK, so you don't have the staff to do a real live chat but you can configure the "Let's Chat" button to generate an email that you can come back to that evening or later in the day and have that communication.
• Help Button - Perhaps you are in a service sector that is specific to various consumer needs. Put up a call to action button that has a place where visitors can fill in a form and ask their question. You can have disclaimers that indicate the question does not, in any way, create a client relationship, but is an informational service. (Go on, click the "Act Now" button above.)
• Call Us Now! - You can have a large call to action button that is directed to a dedicated voice mail number. Rather than the standard, "Your call is very important..." (Please, BTW do not employ that language because...most of the time you are lying.) use this language, "Thank you for calling. Please let us know how we might help. We promise to call you back and have the discussion!"  And, then....do it.

Simple fix items that will turn your passive website into a way you can generate business.

Go!