How can we increase the company’s visibility in the marketplace? (And are we using all the tools we could be using?) Once a company has established its brand, and its home presence is secure, the next step is to execute on all the tools available, said Mabbly.com founder Adam Fridman. That includes SEO, pay-for-click, digital public relations, attending events, “all the tools that are available to your business,” he said.
There are frequent changes in the space, and once everything else is in line, it pays to know how to efficiently work the tools at your disposal, Fridman said.
How can we show — not just tell — our customers how we’re unique in the marketplace? This takes the form of programs, services and benefits, said Kulke. A community bank that understands it’ll succeed when the community it serves is thriving might commit itself to local philanthropy and community volunteering, she said.
Kulke’s show-and-tell principle is reminiscent of a series of seven questions often posed by Jantsch, and articulated on his firm’s blog: How will people learn about the company? What will make them want to learn more? Why will they believe it can deliver? How can it reduce uncertainty so new users will try it? How can owners make buying more fun for customers? How can the company measure customer satisfaction? And what makes customers want to share the company’s story by word of mouth?
“My clients, mostly business owners, love this because, frankly, sometimes no one around them feels like they can ask the hard questions without sticking their neck out,” Jantsch said. “When someone starts asking tough questions, they get really energized about the clarity it can bring.”
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