Marketing is important to everything we do now. We post on social media, update our website and spread awareness of what we offer as businesses, and it’s harder than ever to keep someone’s attention. Therefore, competitors like to get creative and push the envelope with their marketing tactics, but that doesn’t always accurately represent what customers will get from a company. Today, inspired by a recent video from founder Ed Hansen, let’s explore why applying honesty to your marketing is indeed the best policy.
Setting – and Exceeding – Customer Expectations
At Hansen Lawn and Gardens Ltd., we market ourselves as professional landscapers because that is our focus – customers know what they’ll get when giving us a ring or shooting over an email, and we’re proud to deliver superior-quality service that easily meets expectations. How does this work? Well, it involves ensuring potential customers know what they’re signing up for – we wouldn’t market ourselves as professional plumbers or welders, for instance, as that isn’t what we do. Folks who turn to us for all their landscaping needs have realistic expectations, and as a result, our team has more than what it takes to exceed them and deliver something special every time.
The moral of the story? Every business has a different voice and presence. Market it appropriately to ensure you grab the attention of your target audience – otherwise, you’ll be dealing with loads of unhappy customers who didn’t understand what they were signing up for!
Some businesses function on the belief that word of mouth can lead to plenty of growth, and it used to be that, if you did a great job then the customers would follow. However, competitors in your field are likely a dime a dozen nowadays, and with social media as a primary means of advertising, it’s easy to get left behind by not putting in enough effort. This extends to backing up what your company can actually deliver as, don’t forget, the public can easily spin things from person to person until potential customers are left with inaccurate info. One bad review, for example, can snowball the situation and blow things out of proportion! That’s why marketing exactly what your business can offer – including policies such as returns or special sales – is so essential. You need to maintain a clear, accurate voice that ensures your offerings aren’t lost in translation.
In the end, your company needs to still do good work – analytics and website data don’t fix everything. However, combining an honest, tightly targeted marketing strategy based on what you bring to the table can go a long way. Bring in those customers and manage expectations more easily!